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Real Estate Marketing

August 18, 2023

The national average interest rate for a thirty-year fixed mortgage stood at 6.81 percent as of end-June. The figure remains higher than last year's but slightly lower than early June's year-to-date high of 6.79 percent. The good news is experts don't see a housing market crash on the horizon, thanks to homeowners having saved enough in home equity. 

However, affordability could be a problem, especially in light of the pandemic dragging affordability down to a 30-year low. Ninety-two percent of millennials, who make up nearly half of homebuyers today, are particularly concerned that inflation has impacted their home purchase plans. 

In any case, agents and marketers should step out of their comfort zones and break the monotony of traditional marketing. If you're here for innovative real estate marketing ideas, this article offers plenty. We will also delve into the ethical and regulatory considerations all agents, marketers, real estate businesses, and brokerage firms must know. 

Key Takeaways

  • The real estate market has changed so much in the last few decades, with agents, marketers, and consumers becoming more dependent on technology. 
  • Simply using technology is not enough; the right techniques must be used to achieve positive results. 
  • Several innovative methods for real estate marketing can be applied to various channels, both digital and traditional. 
Learn more about our all-in-one marketing platform and see how you use Addressable to improve your real estate marketing efforts!

Social Media

Recent research reveals 46 percent of realtors consider social media as the best lead generation tool, beating Multiple Listing Service (MLS), which only got 30 percent. Social media marketing plays a critical role for agents and marketers, but not all types of social media content can capture audience interest. 

Here are some of the most innovative real estate marketing ideas you should know as an agent or marketer:

Virtual reality (VR) property tours

A study says technology adoption is the 4th biggest problem among agents today. But that hasn't stopped the increasing popularity of virtual reality in real estate marketing, especially among millennials. 

A VR tour is one of the most advanced ways to showcase real estate properties on social media. Sites like Facebook, YouTube, and TikTok allow you to create engaging 360-degree videos that enable prospective buyers to explore properties remotely,

Interactive augmented reality (AR) experiences

Including augmented reality (AR) technology in your social media campaigns lets your audience visualize properties in their own space. Creating AR filters or apps allows users to superimpose virtual design elements onto their surroundings. This helps them picture a property with their personal touch. 

User-generated content (UGC) contests

Keep your audience interested by hosting user-generated content contests on social media. Let people send you their creative content, such as images or videos that show their definition of a dream home. This draws attention to you, boosts your brand visibility, and promotes a sense of community among prospective buyers. 

Instagram story highlight tours

You can create visually impressive Instagram Story Highlights that can work as virtual property tours. Split each property into highlights, displaying its various sections or features. Write detailed captions and exciting visuals to give viewers an informative tour experience. This approach allows them to view and explore properties as they please.

Influencer collaborations

Leverage the power of social media influencers who focus on real estate or house design. You can team up with them to sponsor content, podcast episodes, webinars, live streams, or joint campaigns that bring your properties to the attention of their engaged audience. Influencers' credibility and reach can substantially increase your brand exposure and attract prospective buyers.

Laser-targeted ads with retargeting

Another innovative way to market real estate properties on social media is using the platform's hyper-targeting capabilities. This feature allows you to communicate with particular demographics or people who have demonstrated interest in real estate. 

You can also use retargeting strategies to re-engage those who might have visited your website or interacted with your content. By customizing your advertisements to show specific properties to relevant prospects, you increase your chances of conversion.

Live property auctions

Hosting live property auctions on social media platforms is also effective in getting people's attention, but it requires advanced promotion. You'll want to build excitement and let interested buyers participate in real-time bidding. 

The live format gives the impression of urgency, improves transparency, and extends your reach to prospective buyers who may are not interested in an onsite auction.

By implementing the above-mentioned innovative real estate marketing ideas, agents and marketers can effectively engage their target audience, increase brand visibility, and attract potential clients using social media.  

Website Optimization

The National Association of Realtors (NAR) says 70 percent of brokers and broker associates and 69 percent of sales agents have websites. But not all of these web properties are equally effective. If you want to maximize your website's marketing benefits, consider these creative approaches:

AI-driven personalized property recommendations 

Research shows personalization increases business profits by 40 percent. Raise the bar with your property recommendations by personalizing them using artificial intelligence and machine learning algorithms on your real estate website. 

Analyze user behavior, preferences, and search history to make personalized suggestions based on their interests and needs. This approach helps visitors conduct a home search to find relevant listings quickly and enhance their browsing experience. 

Moreover, the global location intelligence market is thriving, with predictions of an annual growth rate of up to 15.6 percent by 2030. This means you could have more efficiency-boosting AI options as the years go by. 

Neighborhood insights and data 

Some of the things prospective buyers appreciate the most are comprehensive insights and data on specific geographical locations. On your website, include information about local amenities, schools, transportation options, crime rates, and market trends. This technique empowers potential buyers to make informed decisions and showcases your expertise in the local real estate market, establishing trust and credibility.

Enhanced property search filters 

You can improve your property search functionality by incorporating innovative and detailed filters beyond the typical criteria like price and location. For instance, you can implement filters for specific features like swimming pools, energy-efficient appliances, or modern home technology. Providing granular search options ensures visitors can refine their search precisely to their preferences, saving time and increasing satisfaction.

Integrated mortgage calculator

Integrating a mortgage calculator into your website streamlines the home-buying process for your visitors. Allow them to assess their monthly mortgage payments according to the loan amount, interest rate, and term. This tool helps prospective buyers estimate affordability and make educated financial decisions, ensuring engagement on your website and assisting their journey to property ownership.

Live chat and AI chatbots 

You can offer instant help to your site visitors using AI-powered chatbots or a live chat feature. This allows for real-time engagement, enabling prospective buyers to get their questions answered immediately. AI chatbots can handle basic inquiries, schedule property tours, or gather contact details, making the user experience more seamless and efficient.

Video testimonials and client stories 

Video testimonials and client stories are effective ways of establishing trust and credibility. Feature happy clients as they talk about their positive experiences and success stories on your website. When done right, video content can be highly engaging and authentic. It can give potential buyers a lasting impression and build on your reputation as a trustworthy, results-driven agent or marketer.

High-quality visual content 

On top of videos, you should invest in high-quality visual content, such as drone shots, virtual staging, etc. Visuals are important for capturing attention and connecting with potential buyers emotionally. By displaying crisp, attractive images and engaging videos, you can underscore your unique selling points more effectively and leave an unforgettable impression on website visitors.

Responsive design and mobile optimization 

Nowadays, it's more important than ever to make your website responsive or optimized for mobile devices. With the rising use of smartphones and tablets, offering a smooth browsing experience through various screen sizes is important. Mobile optimization improves user experience, lowers bounce rates, and increases search engine rankings. All these mean your website will be easier to discover online.

Website virtual tours

Aside from social media, your website can be a channel for interactive virtual tours. You can use the same 360-degree photography or virtual reality (VR) technology to welcome visitors to your site as they virtually explore properties. Remember to incorporate hotspots within the tours to provide additional information about specific features or areas. This enhances your site's interactivity and increases user engagement, positively impacting your SEO.

Email Marketing Campaigns


Email marketing remains an effective tool for real estate agents and marketers to reach potential clients. However, to stand out in crowded inboxes and increase engagement, it's crucial to explore new ways of optimizing your campaigns, such as the following:


With data widely available, you should go beyond first-line personalization and use the most specific information to develop hyper-personalized email experiences. Utilize customer data to segment your audience according to demographics, past interactions, etc. Write targeted emails that solve their particular problems or meet their needs and interests. Customize the content, property recommendations, and calls to action for every recipient. 

The goal is to make them feel valued and increase your chances of conversions.

Dynamic content 

A personalized and interactive experience is possible if your email content is dynamic. You can use conditional statements to show various content blocks according to their behaviors or characteristics. Also, display property listings according to their location or search history, and add in those interactive elements like polls, quizzes, or sliders for higher engagement.

Video email campaigns 

Adding video content is a foolproof way to stand out from conventional text emails. Embed videos featuring property tours, client testimonials, or market updates into your emails. Videos capture interest, provide interesting information, and leave a more lasting impression on your recipients. Using a compelling thumbnail image and attractive subject line, you can tempt your recipients to click the video and explore what's in it.

Automated drip campaigns 

As a rule of thumb, getting an initial meeting with a prospect takes an average of eight touchpoints. Develop automated drip campaigns to nurture your qualified leads and remain in communication with them. You may not meet them soon, but if you're consistently around, you can still stay top of mind for those prospects.

A good technique is creating a series of targeted emails instantly triggered based on particular actions or durations. For instance, you can send new subscribers a welcome email and informative emails regarding the local market, home-buying advice, marketing tips, etc. This keeps your audience's communication timely as well as relevant.

Interactive surveys and quizzes 

You can engage your email recipients through interactive elements, such as surveys or quizzes. Use surveys to collect insights on their property preferences, buying plans, or specific needs and requirements. Quizzes come a long way in providing personalized recommendations according to their responses. This interactive method is suitable for raising engagement and helps you gather vital data to improve your targeting and messaging approach.

Social proof and client testimonials 

Social proof can include testimonials and reviews incorporated into your emails. Highlight success stories, happy user experiences, or awards from real estate associations. Social proof promotes trust and credibility and assures recipients that you are a true expert with a high-value experience to offer. With visuals and quotes, these testimonials can stand and resonate even more with your audience.

Exclusive content and offers 

When emailing your subscribers, you can lure them with exclusive content and special offers. Let them access exclusive property listings, insider market insights, and other precious content. Tell them about your promotions, discounts, or limited-time deals to incentivize action. Maintain a sense of exclusivity and urgency to give your recipients more reason to engage and grab the unique opportunities you offer.

Mobile optimization 

Mobile optimization ensures all intended smartphone and tablet recipients can read your emails. With a responsive design, your emails can adapt to all screen sizes and devices. You can optimize your images, fonts, and overall layout to make them more mobile-friendly, ensuring a seamless user experience that boosts engagement.

Interactive call-to-action (CTA) buttons 

Static CTAs are a thing of the past, so ensure those buttons in your email are interactive. Instead of a button that says "Click Here," for example, use one that offers customized options or engages recipients, like "Discover My Dream Home" or "Pay Zero for a Home Valuation." These interactive CTAs prompt recipients to act instead of simply consuming the information presented.

Online Listing Websites

Online listing websites have become an increasingly important platform for real estate agents and marketers. But, again, to spark interest, you have to be creative with your techniques. Below are some of the best real estate marketing ideas to inspire you: 

Compelling property descriptions 

Write compelling property descriptions that exceed anything typical or ordinary. You can use storytelling techniques to strike an emotional cord in your prospects while painting a vivid image of the property for them. 

Emphasize its one-of-a-kind features and architectural details as well as the lifestyle it represents. Most importantly, ensure adding all the elements to help your prospects imagine the potential benefits of purchasing the property.

Incorporating UGC

User-generated content is another innovative way to amplify the reach and impact of your online listings. Encourage your past clients or visitors to share their experiences through photos, reviews, etc. Authentic UGC is social proof that you are a true professional and helps build trust with prospective clients. It also makes your listings more human, adding to their appeal and credibility.

High-quality visual content 

Of course, online listing websites are another area to showcase your properties virtually. From still pictures to AR and VR to 3D virtual tours or walkthroughs, you can use your listings websites to further immerse people in an experience that reflects the value you can offer as an agent or marketer.

Community Events and Networking

Modern real estate marketing extends beyond technology, encompassing both innovative and traditional marketing approaches. In fact, some of the most old-fashioned methods still work, including events and networking. Of course, innovation comes in the different approaches you can take with these activities. 

The following are some ideas that let you push boundaries and redefine community engagement:

Immersive experiential events 

Enhance your online listings by adding interactive floor plans and 3D models. These features give your prospects a high-detail understanding of the property, from its layout to its room sizes and spatial relationships. 

Interactive floor plans let users explore the property virtually, while 3D models give them a more realistic and interactive experience. These marketing tools allow buyers to more accurately visualize the property fitting into their lives, improving engagement and aiding them in decision-making. 

Collaborative pop-up spaces

Local businesses and community organizations can be your partners in setting up pop-up spaces that flaunt the best of what your location can offer. Curate transient art galleries or retail spaces in vacant properties where you can showcase local talent and businesses and network with potential clients and other industry professionals.

High-tech networking events

Implement avant-garde technologies into your networking events to help facilitate meaningful connections. Use mobile apps created specifically for your events or virtual networking platforms that allow easy schedule setting, exchange of contact details among participants, etc. Polls, Q&A sessions, or virtual reality property showcases are some of the best ways to create a dynamic and high-tech networking experience.

Social impact initiatives

Set a mark for your brand by organizing socially beneficial activities, but do it with sincerity. Note that authenticity in building brand awareness is important for 88 percent of consumers

Whether you're planning on a sustainable housing project or a charity auction, collaborating with local nonprofits is a great idea. Not only do socially conscious events contribute significantly to the community, but they also offer opportunities for connecting with like-minded individuals who value community engagement and sustainability.

Thematic networking experiences

Step beyond the traditional networking events and embark on themed experiences that appeal to your target audience. Create gatherings such as fitness challenges, wine tasting, or food events at local restaurants. Thematic networking experiences offer a laid-back and pleasurable environment for participants while emphasizing your community's special qualities and lifestyle offerings.

Artistic collaborations and installations 

Let creative juices flow into your community events by partnering with artists who can design unique installations or interactive art experiences. You can commission murals highlighting local landmarks or host art exhibitions on unoccupied properties. 

These artistic collaborations make your events more aesthetically pleasing and provide natural conversation starters and opportunities for participants to immerse themselves in the local arts community. Of course, you can also distribute flyers, business cards, brochures, or any other marketing materials. 

Handwritten mailers

In today's online marketing era, where most communication happens mainly via emails and SMS, handwritten correspondence has often been pushed aside. But a handwritten mailer could be one of your most powerful tools when it comes to real estate marketing. In fact, physical mail has higher response rates compared to email. 

If you're looking for ways to improve your mailer results, continue reading.


Handwritten mailers give real estate professionals the chance to add a personal touch. Each letter is carefully crafted, addressing the recipient by name and customizing the content for their specific needs and interests. This approach, especially when used in calls to action (CTAs), shows the sincerity that mass-produced marketing materials usually lack.


In a world taken by storm by digital advertising, a tangible piece of mail can attract interest more effectively. A handwritten mailer shines among the bills and junk mail, making them more likely to be opened and read. This direct form of communication enables real estate agents to skip the digital clutter and engage with potential clients on a more real-world, personal level.

Trust and credibility

Handwritten mailers and other forms of direct mail convey trustworthiness, showing recipients that the sender has made substantial marketing efforts to reach out to them. In the real estate industry, trust is paramount, and the personal touch of handwritten mailers helps build and enhance the agent's or marketer's reputation. It shows that they are committed to offering superior service and can distinguish them from their competitors. 

Increased response rates

The personalization and attention-grabbing nature of handwritten real estate mailers usually lead to better response rates than other marketing methods. When recipients sense a sincere connection with the sender, they are more likely to act, whether it’s setting up a meeting, joining an open house, or giving agent referrals to other potential clients. The physical nature of a handwritten mailer also makes it more memorable, boosting the chances of a follow-up.

Targeted marketing

Handwritten mailers allow for effective targeting of particular audiences. By classifying the recipient list according to location, demographics, or other essential factors, real estate agents can customize their messages to fit every group's unique needs and preferences. This focused method increases the impact of the mailer and enhances the chances of creating quality real estate leads.

Cost-effective strategy

Even with the need for customized messages, handwritten real estate mailers can still be an affordable marketing strategy. While they need time and effort, the return on investment can be substantial, especially compared to digital advertising techniques. With a meticulous real estate marketing plan and efficient execution, real estate pros can significantly impact results without spending too much money.

Ethical and Regulatory Considerations in Real Estate Marketing 

Traditional real estate marketing is far from dead, but experts are predicting a steady compound annual growth rate of 21.1 percent up to 2027 for the global digital transformation market. Nonetheless, this forecast is accompanied by a continuing need to comply with ethical and regulatory guidelines to ensure transparency, fairness, and compliance.

In addition, over 40 million lawsuits are filed each year in the US, with an increasing number against real estate agents and brokers. If you don't want to be part of this statistic, be guided by the following considerations:

Truthful and accurate representation 

Real estate marketing should prioritize truthful and accurate representation of properties. Agents and marketers must provide honest and reliable information about the property's features, condition, pricing, and location. Misleading or deceptive practices, for example, misrepresenting a property or artificially inflating prices, erode trust and can lead to legal consequences.

Fair and equal treatment 

Real estate professionals must uphold fair and equal treatment of all parties involved. Discrimination based on color, gender, or religion is strictly prohibited. Agents and marketers should ensure their marketing materials, property listings, and client interactions reflect a commitment to equal opportunity and inclusivity.

Confidentiality and privacy

Maintaining confidentiality and respecting privacy are crucial ethical considerations in real estate marketing. Agents and marketers must handle client information carefully, following privacy regulations and safeguarding sensitive data. They should obtain consent before disclosing personal information and refrain from discussing confidential details with unauthorized parties.

Compliance with data protection laws

Real estate professionals must comply with data protection laws when collecting, storing, and using personal data of clients and prospects. This includes adhering to privacy regulations, obtaining proper consent, securely storing data, and providing clients with data management and privacy options.

Licensing and disclosure requirements

Real estate professionals must comply with licensing and disclosure requirements set by regulatory bodies. These requirements vary by jurisdiction but typically involve obtaining appropriate licenses, displaying them in marketing materials, and disclosing agency relationships or potential conflicts of interest. Non-compliance with licensing and disclosure regulations can lead to penalties and legal consequences.

Finally, following ethical marketing practices contributes to a positive industry reputation. It also fosters a healthier and sustainable marketplace. Real estate professionals must actively do their part to maintain the integrity of the industry. This ensures their continued success in the competitive market. 

Did you know? The biggest, tallest, and priciest home is a 27-story skyscraper owned by Indian businessman Mukesh Ambani on the exclusive Altamount Road in Mumbai. Known as Antilia, the property has a total living floor area of 37,000 m² and includes a spa, theater, multiple swimming pools, three helipads, and 168 parking spaces.  

Boost Your Real Estate Sales With Innovative Marketing Strategies

In every industry, the capacity to embrace change and respond to evolving environments and demands is a fundamental prerequisite for achieving success. 

While traditional techniques and values remain important, staying ahead in the competitive landscape requires adaptability. This is where the expertise of a real estate marketing specialist becomes invaluable, as they possess the know-how and skills to navigate the ever-changing market dynamics.

With their guidance, real estate agents and marketers can optimize their strategies, tap into new opportunities, and ultimately increase their chances of achieving success in the industry. 

Reach out to us and see the difference our innovative strategies can make in your real estate marketing results. Call us today and improve your relevance in the industry.

FAQs on Real Estate Marketing Strategies for Today's Market

What is Mixed Reality (MR) in real estate marketing?

Mixed reality (MR) combines elements of both virtual reality (VR) and augmented reality (AR), allowing agents and marketers to showcase properties, provide virtual tours, and offer interactive and engaging visualizations of floor plans and interior designs. The use of MR helps potential buyers to visualize and explore properties for sale before actually buying them. 

Which is better, digital or traditional real estate marketing?

Digital and traditional approaches to real estate marketing have their pros and cons and are most effective when combined. The result is a comprehensive approach that maximizes reach and engagement. Traditional methods, like sending personalized mail to target local audiences, while digital techniques, such as social media posts and online ads, expand the reach to a broader audience, increasing visibility and enhancing the overall marketing impact.

How can my real estate listings rank on Google?

Securing the top spot on Google for your real estate listing is generally the same for all types of web content. You need a combination of strategic approaches, including optimizing your website and listing pages with relevant keywords, providing informative content, building user-friendly design, and leveraging social media platforms. You must also consistently monitor and analyze your website's performance to make necessary adjustments and stay ahead of the competition.

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Can other agents mail to my area?
Nope! No other agent can market in your tiles.
Can I test a small number?
We’ve learned through testing that the minimum sweet spot for generating listing leads is 1,000 cards. Less than that won’t deliver the results you want . Our goal is to set you up for success and demonstrate clear value with every dollar you spend on handwritten cards.
How do you differentiate from other handwriting companies?
Addressable provides an end-to-end solution. When we produce a handwritten mail campaign for you, our goal is to generate listing leads for you. We help you stand out—and differentiate yourself—in a competitive market. Our experts craft the message, target the right homeowners, and track your results.
Can you tell me all the agents you work with?
Nearly every individual agent or team we work with does $20+ million in production, and they're very private about their marketing programs. They consider Addressable part of their secret sauce. Check out our top clients that have found success with us.
Why are handwritten cards better than post cards?
Most of our agents have the option to use brokerage postcards for free or low cost. Agents choose to use handwritten cards because we get them listing leads. Brokers want their logo going out—it’s a branding play. In reality, they don’t really help your business. Postcards focus on the brokerage. Handwritten cards focus on building rapport with the homeowner and how you can be of service. Postcards often don’t make it in the door. They typically go directly into the homeowner’s recycle bin. Postcards are mailed in bulk. The USPS discards undeliverable postcards. They kind of go into the void. And you don’t get confirmation when they actually drop in the mail. Postcards are visually overwhelming. There’s no clear message why someone should pick up the phone and call you.
Do people really think these are real?
Yes! In a 3rd party blind study, participants were presented several cards. Some messages were written by our robots, some by humans. Participants were unable to identify which handwriting was done by a robot.
How does Addressable work?
With our proprietary technology, an actual ballpoint pen is pressed to heavy card stock using a realistic human font. Our end-to-end process is carefully designed so that there are no marketing “tells or tip-offs.” Each homeowner who receives a card will believe you took the time to write it.