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HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE PROSPECTS
HOW TO COMBINE ONLINE AND
OFFLINE CHANNELS TO WIN
MORE REAL ESTATE LEADS
A guide with 20+ templates to help you implement a
multichannel marketing in your real estate business
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INDEX
Introduction
How to Build Real Estate Branding
How Social Media Promotes Real Estate Business
Facebook
Instagram
Hashtags
Print Advertising Ideas
Flyers
Brochures
Postcards
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4
7
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11
13
15
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20
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INTRODUCTION
Real estate marketing never stands still.
The sector is more competitive than ever,
so real estate firms need to remain
imaginative in their approach to reaching
out to potential buyers.
Whether you’re a professional real estate
agent or selling a property privately,
maximizing the exposure of your
property listing is crucial.
This guide will walk you through ways to
implement and get the most out of
branding, social media and print
advertising in your real estate business.
Moreover, we present many templates as
examples in this guide. All of these
templates you can find in Xara Cloud. If
you don’t already have a Xara Cloud
account, create one in a few seconds
here: https://xara.com/. Once you are
logged in, all templates can be easily
edited. You only need to have your logo
and the images and text you want to
include.
Ready to dive in? Let’s get familiar with
online and offline channels in the real
estate business!
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HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE PROSPECTS
Chapter 1
How to Build Real Estate Branding
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Real Estate Branding
The tips to improve your branding
Real estate agents have to communicate
an air of authority and trustworthiness at
all times. Appealing to both buyers and
sellers involves building trust. And that’s
best achieved through strong, relevant
branding.
We’ve put together a few tips on how to
get real estate branding right the first
time.
Research Your Local Market
Who’s buying homes in your area of
influence? And who’s selling? In order to
build your realtor brand, you’ll need to
know everything about your potential
customers. Only by understanding your
competitors can you create a visionary
brand that will resonate.
Create Your Average Buyer and
Seller Personas
Using the information you gathered
through your local market research,
construct average personas. This involves
creating one fictional character for the
buyer, and another for the seller.
You’ll have given each one an income, a
marital status, a home, and an age. In
fact, you can add as many details as you
like. The main objective is to create
someone to whom you can direct all of
your marketing and branding messages.
Create and Cultivate Your USPs
Now that you know your average
customer, you can begin to create a real
estate proposition that would appeal to
them. If, for example, your target seller
used social media regularly, you could
make social media marketing one of your
core services. If your target buyer lives in
a large property with a pool and land, you
could specialize in this type of property.
Your unique selling points (USPs), are the
services and traits that set you apart from
the competition. What do you do or offer
that your competitors don’t? List all your
strengths, and look for those that are
relevant to the personas you created.
Once you have a clear proposition, you
can start crafting the visual elements of
your branding.
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Real Estate Branding
The tips to improve your branding
Get to Know the Competition
You shouldn’t simply copy what your
competitors are doing. Instead, use their
branding and marketing as an inspiration
for your own. Of course, researching the
competition isn’t just about looking for
inspiration. Only by knowing what other
real estate firms in your area are doing
can you ensure your brand message is
unique. Ideally, the colors, logos, fonts,
and general messages you adopt should
be completely original and unique.
Create a Visually Striking
Brand Identity
A great company name is an integral part
of any great real estate brand. It has to
tell customers exactly what you’re about
— in three words or fewer. The brand
identifier is the accompanying word you
choose. This could be your name, a word
with meaning in the local area, or
something completely unrelated. Don’t be
afraid to think outside the box when
coming up with a great name.
Create a Logo That Tells a Story
The most important aspect of any real
estate brand logo is uniqueness. It has to
speak directly to those personas you
created at the start of this process. It has
to tell them something about how you
operate. But it also has to set you apart
from the competition.
You have the option of using graphics to
give your logo a very definite real estate
aesthetic. Or you can simply focus on
style, trust, and visual appeal. As long as
the personas you created are likely to
respond favorably to what you create,
your logo should help to build your
brand.
Apply Your Branding to All of
Your Marketing Communications
Once you have a name, a logo, a color
scheme, and a voice, it’s time to create
eye-catching marketing materials with
them. Property brochures, your real
estate website, your business cards,
letters, yard signs, and everything else
you use should carry your branding in its
exact form.
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HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE PROSPECTS
Chapter 2
How Social Media Promotes Real Estate Business
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Facebook
The best Facebook Ads for real
estate business
Facebook is a very interesting platform to
consider for your real estate ads. Their
ability to target specific areas,
demographics and interests will help you
maximize your ad dollars, since you don’t
need to spend money on people who are
not in your target group.
Let’s have a deeper look at what kind of
Facebook ads should be used in real
estate.
Just Listed Facebook Ad
Start to raise awareness in your audience
by using simple ads that show beautiful
images of your just listed properties.
By using a color that matches your image
you ensure that the ad looks beautiful.
Ads to Promote Your Services
If you are looking to get new properties,
start promoting your business to
potential sellers by offering a free
estimate of how much their house would
sell for. They will turn into leads and some
of them will decide to sell with you.
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Facebook
The best Facebook Ads for real
estate business
Informative Ad
Not only does this ad give an overview of
the main entrance and most important
rooms in the house, but it also includes
the contact information for people to find
out more.
This ad will probably work best on warm
audiences that have shown some interest
in buying.
Open House Ad
One very cleaver way to use Facebook ads
is to bring a lot of people to your open
house.
When people are scrolling down their
feed, they often overlook ads. So how to
make them notice? Using a bright color
might help your ads to get seen.
Remember to collect information about
the prospect and also to send them all
the relevant information to attend the
open house.
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Facebook
The best Facebook Ads for real
estate business
Just Sold Ad
Playing with scarcity can be a great way to
get more people on board. This ad entices
potential buyers to move quickly and give
you a call or visit your website. Combining
an inviting image with some persuasive
text will hopefully prove an irresistible call
to action!
If you haven’t already tried Facebook ads,
because you thought you would need to
hire an expensive agency to create the
graphics, think again! You can create ads
like the ones shown before starting from
a template.
Keep in mind that Facebook limits the
amount of text you can include in your
ads to 20% of the image. So for Facebook
ads it’s best to use a more visual
approach, with big images and little or no
text. Otherwise, you risk your ads not
being shown.
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Instagram
Tips for your real estate
Instagram campaign
Social media has changed real estate
marketing - there’s no use in arguing
about that. One specific social media
channel that a lot of real estate agents
have yet to take advantage of is
Instagram. So, how should agents use
Instagram to find leads and close more
deals? Here are 6 ways:
Use an Instagram Business
Profile
When leads are looking for real estate
agents to work with or houses for sale to
buy, it’s best they stumble across a
professional profile on Instagram that is
the best representation of yourself and
your real estate business - plain and
simple.
Don’t Avoid Instagram Stories
At the end of the day, leads want to know
who you are as a real estate agent. They
want someone they can trust who has a
personality that fits theirs.
Use Aesthetically Pleasing
Images
There is a difference between a “good
quality photo” and an “aesthetically
pleasing photo.” One makes you look
professional, while the other does that in
addition to garnering interest on
Instagram. Take a look at this example.
It’s the same beautiful home and both
images below are of high quality. But a
simple shift of angle that shows the
Instagram-worthy landscape is sure to
grab attention as people scroll by.
Don’t Forget to Add Your Real
Estate Branding
Be sure to get your name out on pictures
by branding your images. Whether it’s a
watermark or an obvious logo, if your
photos do end up making the rounds, real
estate leads will find their way back to
you.
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Instagram
Tips for your real estate
Instagram campaign
You Can Add a “Personal
Touch”
Leads don’t just want to see property
photos; they’d like to know the area as
well. You can follow up a listing with a few
pretty photos of a local shop or two of
your favorite spots in the neighborhood.
This not only lets you share the things you
love, showing off some of your
personality, but it also provides
meaningful purpose to your real estate
leads.
Don’t Randomly Use Hashtags
You might think all you need to do is add
#houseforsale or #realestate. But since
marketing experts discovered Instagram’s
potential, real estate hashtags have been
dragged into the SEO game. Do a little
research on which hashtags work best for
which posts. A few minutes of research
can really up this aspect of your
Instagram marketing.
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Hashtags
Most used real estate hashtags
Creating the perfect social media
campaign takes time and careful planning
so the last thing you want is for your well
crafted and audience engaging posts to
be seen by the wrong crowd or fail to get
any interactions.
While getting your posts in front of the
right audience is never going to be an
exact science, there a few things you can
do to help maximize the chances of
success.
For all social media posts, there is
definitely one big thing you should get
right everytime, and that is hashtags.
Hashtags (#) allow your posts to be
indexed by social media platforms and be
searchable by social media users looking
for that particular subject, which means
they likely to be the exact audience you
want to attract.
Let’s check out the type of Real Estate
hashtags you should be using:
Real estate focused hashtags
#realestate
#realestateagent
#realestateexpert
#realestateassociatebroker
#realestateinvestor
#realestateinvesting
#realestatelife
#realestateforsale
#realtor
#realestatetips
Property for sale
#homesales
#housesales
#homeforsale
#houseforsale
#propertyforsale
#forsale
#propertysales
#justsold
#sold
#selling
New properties & events
#justlisted
#openhouse
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Hashtags
Most used real estate hashtags
Targeted hashtags
#neighborhood
#location
#localattraction
#luxuryliving
#newhome
#investment
#countrylife
#oceanview
#milliondollarlisting
#townhomes
#condo
Branded
#yourname
#realestatebrokername
#companyname
Creative & alternative
#fixerupper
#emptynest
#renovated
#househunting
#homesearch
#dreamhouse
#architecture
#landscape
#mortgage
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HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE PROSPECTS
Chapter 3
Print Advertising Ideas
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Flyers
The examples of real estate flyers
Are you having a hard time coming up
with new ideas for your flyers? Creating
beautifully designed documents such as
flyers doesn’t have to be hard, expensive
or time-consuming. With a tool like Xara
Cloud, you can create stunning flyers
starting from professional templates like
the ones that follow. Have a look and get
inspired!
Classic Tri-fold Flyer
This flyer has room for the basic
information about your business, but also
uses imagery and icons to communicate
more information in less space. It’s a
great solution if you need something
simple to hand out to people in the
neighborhood who might be interested.
Bold Colors Flyer
When people receive a flyer, many of
them are really quick to throw it to the
bin, unless something stops them, and
this template can do it. This flyer with its
bold colors won’t go unnoticed. Tip – but
make sure that your bright colors fit with
your brand!
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Flyers
The examples of real estate flyers
Multiple-Property Flyer
This flyer combines images and icons to
show 4 different properties with their
main features in a very small space. If you
want to market different house
alternatives this can be a great template
to use. It allows people to easily compare
different properties.
Business Flyer
Sometimes you don’t want to market a
property, but your real estate business as
a whole, to generate more trust and open
new collaboration opportunities. You can
use this flyer that allows you to present
your business in a professional way and
explain what services you offer.
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Flyers
The examples of real estate flyers
Black and White Agent Flyer
Are you a new real estate agent that
needs to let the community to know who
you are? You might consider using this
black and white template that combines
shapes, text and your photo to show
people why you should be their next real
estate agent!
Luxury Flyer
If you are marketing a high-end property
there are some ways you can create this
feeling in your flyers. This template, for
example, was branded using the golden
colors in the image so it looks balanced,
and the fancy images add an even more
premium look.
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Flyers
The examples of real estate flyers
Urban Flyer
Modern architecture can be a source of
inspiration when you create your next
flyer. The design of this template is very
compelling because of the geometrical
shapes and balance of colors.
Simple Design Flyer
Simple shapes can work really well to add
a very professional look to your flyer. This
template is a great example of an elegant
design that you might send to clients or
partners to tell them news about your
business.
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Brochures
The examples of real estate
brochures
A brochure, when beautifully designed, is
always valuable, and there’s a high chance
that people will actually read and keep
them . You can bring them to your next
open house, give them directly to people
interested in your listings, or send them
to partners by post.
If you thought it would be very difficult to
create a brochure, think again! If you use
one of Xara templates it can take just a
few minutes to design your own
brochures, that look both professional
and on-brand. We give you some ideas
that can help you get started, but
remember that the options are endless!
Elegant Brochure
This brochure is perfect for both
commercial and residential properties.
Add your colors, fonts, images and text
and you won’t need to worry about where
to place elements or what colors to use
for each shape, text, etc. Your brochure
will be automatically branded for you.
Visual Brochure
Images are super important in any
marketing campaign, but even more in
real estate! Using high-quality photos will
ensure people know the value of your
property. This template combines big
images with text and shapes to make it
aesthetic.
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Brochures
The examples of real estate
brochures
Exposé Brochure
This elegant yet simple brochure can help
you show one or several properties with
ease. The stylish design will definitely
entice clients into a viewing . It contains
plenty of images and text to describe
properties, and even maps and tables to
give even more detail to potential buyers.
Corporate Brochure
Impress not just your clients, but also
your partners and other agents. This
brochure offers the perfect opportunity
to showcase your company . Include
information about your properties, agents
that work with you or even show
numbers in a visual way.
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Postcards
The real estate postcard ideas
Postcards are a very cost effective way to
reach your target audience. They offer
some obvious short term benefits - more
prospects, more sales!
Some reasons why it is a good idea to
start sending postcards:
•
They help you raise awareness and
build your brand.
•
Very efficient targeting. Postcards
allow you to reach only the people
you want to target.
•
Relatively cheap. Compared to other
forms of offline marketing, postcards
are not expensive to print and send.
Have a look at the ideas we have collected
for you to get inspired. All these
templates are fully editable in Xara Cloud
so you create highly personalized
postcards!
Quote Postcard
Sometimes renters are not aware of the
benefits of buying a house, and this kind
of postcard can raise awareness of their
possibilities. Even if most of them aren’t
looking to buy at the time, they will think
about you when the time comes to buy
their own home.
Just Listed Postcard
If you have some new properties for sale,
you can start to raise interest in your
neighborhood using this postcard. Its
simple design allows you to showcase the
property and inform the potential buyer.
This postcard is a safe, bet that will bring
new prospects to your business.
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Postcards
The real estate postcard ideas
Thinking of Selling Postcard
Do you think this is a particularly good
moment to sell a specific property?
Probably some owners are already
thinking about selling their house and this
postcard will increase the probability that
they will choose you as their real estate
agent.
Open House Postcard
The goal of this open house postcard is
clear: To get people to attend it! It will
work best for properties where you have
high quality and inviting images that will
motivate people to attend . There is no
need to add too much text as the images
in this case do the job better.
Just Sold Postcard
Did you recently sell an amazing house? It
can be a great idea to let the neighbors
know about it and promote your business
at the same time. A simple postcard with
the house or building you just sold and
some bold text can work wonders for this
purpose.
HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE PROSPECTS
2019
HOW TO COMBINE ONLINE AND OFFLINE CHANNELS TO RECEIVE EXTRA REAL ESTATE
PROSPECTS