Real Estate Marketing

The Complete Guide to Real Estate Marketing in 2023

In an increasingly digital era, having an effective real estate marketing strategy is more crucial than ever for agents and brokers to succeed in 2023. With more competition and new platforms emerging, standing out requires a multi-channel approach to attract clients and drive sales. 

This comprehensive guide will walk through the essential marketing tactics real estate professionals need to implement to generate more leads and referrals this year.

Optimize Your Digital Presence

Your website and social media channel properties must be completely optimized to engage prospects first exploring online. Key tips include:

– Ensure your website is mobile-friendly, loads fast, and attractively portrays your brand and listings. 

– Create location pages targeting keywords buyers search for, like “Miami condos for sale”. Optimize with meta descriptions.

– Publish new site content regularly, focusing on market updates, local lifestyle, and real estate tips.

– Install live chat to capture more leads and calls from site visitors.

– Leverage social platforms like Facebook, Instagram, and YouTube to share listings market insights and build your network.

– Run paid social media advertising campaigns geared towards buyer demographics and behaviors in your area. Target by interests like first-time home buying. 

– Build an email list to nurture prospects with listing updates, market reports, and upcoming events. 

Your digital presence should portray market expertise while capturing new contacts. Optimize it completely.

Create Compelling Listing Content

Listings are still key to generating buyer leads. Make each property shine through:

– Professional photography and videography, including drone and virtual staging.

– Detailed descriptions highlighting features, upgrades, schools, and neighborhood perks. 

– Custom 3D virtual tours for immersive browsing of homes.

– Video livestreams and pre-recorded walkthroughs give in-depth overviews.

– Booklets with photos, floor plans, and area attractions.

– Home valuation tools, payment calculators, and electrical diagrams add value for buyers.

– Prominent calls-to-action to schedule in-person or virtual showings.

Thoroughly showcase each listing across multiple channels to attract buyers.

Network and Referrals

While digital real estate marketing expands your reach, leveraging physical networking and referrals brings in more clients.

– Consistently attend local industry events and conferences to connect with prospects.

– Partner strategically with lenders, title companies, and inspectors to share referral leads. 

– Seek introductions to new contacts through past satisfied clients.

– Host events like open houses and client appreciation parties to broaden your network.

– Send thank you cards and closing gifts to show your dependability with referrals.  

Combining digital exposure with in-person networking maximizes lead generation.

Paid Advertising 

Organic unpaid channels should be complemented by paid advertising for increased visibility.

– Google search ads targeting home buyer keywords in your locality. Adjust bids to balance conversions and costs.

– Facebook and Instagram lead ads that engage prospective buyers and sellers in your area. Retarget website visitors to convert more.

– Streaming TV and YouTube pre-roll ads to raise brand awareness and drive site traffic.

– Listing syndication across real estate platforms like Zillow, and Trulia.

– Retargeting display ads following prospects who have visited your site to keep your brand top of mind.

– Direct mail postcards to targeted demographics in neighborhoods of interest.

Allocate 10-20% of your marketing budget to paid channels for amplified reach and conversions.

Leverage Video Marketing

In 2023, video will dominate as buyers’ preferred medium. Incorporate more videos into campaigns through:

– Property videos posted across YouTube, Facebook, and Instagram.

– Video ads on social media and YouTube focused on listings.

– Livestreaming open houses, local attractions, and real estate Q&As. 

– Instagram Reels and TikTok videos with market updates, tips, and branding.

– Video testimonials from past clients on their experience.

– Behind-the-scenes vlogs documenting the home sale process.

Videos personalized to local buyers help you stand out this year.

Promote With Print Marketing

Despite the prevalence of digital, print marketing still provides value.

– Eye-catching just listed and just sold postcards mailed to targeted zip codes  

– Full-color brochures for your brand and listings to hand personally

– Door hangers with QR codes for neighborhood events and open houses

– Custom signage and banners for listing promotion and open houses

– Advertisements in neighborhood newspapers and magazines

– Direct mail newsletters with market data, sold listings, and introductions to your team

Integrate print as part of cross-channel campaigns for amplified impact.

Prioritize Mobile Optimization 

With over 50% of searches happening on smartphones, mobile optimization is non-negotiable:

– Ensure website pages load quickly and are easily readable on mobile devices.

– Text and email leads directly from anywhere with integrated CRM.  

– Create location-based push notifications to notify prospects of nearby open houses.

– Develop apps with listing searches, calculators, contact forms and other handy features.

– Run click-to-call mobile search ads so prospects can call instantly.

– Share video listing tours optimized for vertical mobile viewing.

Embrace mobile to connect with on-the-go home buyers in 2023.

Leverage Real Estate Technology

Proptech innovations are reshaping real estate marketing. Capitalize on tech like: 

– Automated marketing platforms with pre-built campaigns and built-in CRM

– AI-powered lead generation and follow-up tools that scale personal outreach 

– Smart signage with digital displays and touchscreens outside listings

– Interactive 3D and VR listing tours for immersive browsing

– Digital closing platforms that allow buyers and sellers to complete transactions remotely

– Targeted text message marketing to notify prospects of open houses near them  

The most effective brokers are leveraging Proptech to boost productivity and results. Don’t get left behind.

Focus on Buyer/Seller Experience 

As competition increases, home buyers and sellers have more choices than ever. Capturing more clients requires providing exceptional experiences:

– Develop consistent branding across your website, signage, marketing materials, and in-person presentations. 

– Respond promptly to inquiries with helpful information tailored to their needs. 

– Educate prospects on the home purchase, covering costs, taxes, services, and what to expect.

– Show personalized interest in their lifestyle needs to find the right properties.

– Provide reliable contacts for reputable lenders, inspectors, insurance agents, and more to set clients up for success.  

– Follow-up after closings with helpful home care tips and requests for reviews.

In real estate, experience drives referrals. Make this a top priority.


As we enter 2023, real estate professionals must embrace digital tools while leveraging networking, print, and multimedia tactics to gain an edge. Combining paid and organic channels with relentless follow-up provides results. But more than anything, focus on crafting experiences that build community, trust, and loyalty with clients for long-term success. With these comprehensive real estate marketing tips, agents and brokers can win more listings and sales by showcasing their value and expertise across every channel.

Ready to Take Your Real Estate Marketing Up a Notch? 

Executing a multi-channel marketing strategy with all the components covered in this guide is essential, yet time-intensive for real estate agents and brokers already stretched thin. That’s where the experts at Zenscape Marketing can help.

Our dedicated team offers comprehensive marketing exclusively tailored for real estate professionals. We handle everything from optimizing your digital presence to running ad campaigns, nurturing leads through CRM automation, coordinating events, print collateral, and more. 

Our full-service approach integrates every marketing avenue into one ecosystem, providing:

– In-depth buyer and seller persona research  

– a 360-degree view of your current marketing efforts  

– Custom real estate marketing strategy and calendar

– Creative content across video, digital, print and other platforms

– Proven promotion strategies to maximize reach

– Concierge-level client service at every touchpoint

With Zenscape as your strategic marketing partner, you get unmatched real estate expertise with holistic execution. Contact us today to discuss how we can amplify your marketing and growth this year!