Boosting Real Estate Sales: Expert Guide from the Best Marketing Center

The real estate sales process is not about the broker’s journey, from potential lead to another sold property. Instead, it would help if you viewed this from your client’s POV. When your goal is boosting real estate sales, there’s only one first step to take – put yourself in your ideal customer’s shoes.

What are they thinking of as they browse homes? How do they envision themselves living in a certain location? What are the feelings they’re hoping to find in their ideal property?

Once you get an idea of your ICP, it’s time to nurture your potential customer up to the point of closing the deal. Nurturing your customers will help boost your real estate sales. That’s what we’re going to explore in this guide.

1. Bring Awareness to Your Brand

We keep hearing the “grow your brand awareness” piece of advice over and over again. But what does it mean, really? And how can you achieve that given all these trends, demands, and ever-changing best practices?

Here’s a hint: It all starts with your ICP (ideal customer profile).

1.1. Where’s Your ICP Coming From?

Everyone chases after something different. Whether your ICP is a real estate investor, a first-time homebuyer, or a luxury property seeker, you need to understand their thinking process.

Are they coming from a place of extensive real estate knowledge, looking for a technical, experienced agent to fulfill all their needs? Are they looking to connect with a broker who knows how important it is for them to find their dream home?

You need to answer this question ASAP. To do so, identify their pain points, desires, and ideal outcomes. Then, you should put them in a box.

A box is just another way of saying “segmenting”. As you meet different types of customers, grouping them into appropriate categories can help you employ customized actions that boost sales.

1.2. Create the Perfect Property Listing

Now that you have different “boxes” for your ideal customer profiles, you can start targeting efforts accordingly. To sell more, you need great listings. We know – “great” is too vague. What does it even mean?

You’re going to get different answers depending on who you’re asking (or targeting, for that matter). However, based on extensive consumer psychology, certain common aspects make a listing stand out:

Visuals Matter

One study from Old Dominion University found that: “[customers] focus primarily on the photo of the home and secondarily on the quantitative description of the property. Real estate agent remarks are substantially lower on the list of priorities.”

Your visuals matter more than you think. So, maybe it’s time to invest in high-quality photos of the property and turn those assets into stunning designs.

Here’s the deal – you take care of the photographs, and we’ll create the listing design for you.

Here’s how to turn great photographs into listings:

1. Import your pictures in Xara
2. Choose your favorite template
3. Apply your brand guidelines by simply pasting your website URL
4. Apply your listing photos and details by pasting your online listing URL

That’s it – your design is ready to export, print, and share on social media.

You Need Good Copy

Good copy isn’t generic. Persuasive text will turn leads into buyers, but you’ll need to write down more than random words scrabbled together. Top-notch copy ticks these boxes:

• It’s relevant to the reader
• It prompts immediate action (use CTAs)
• It delivers accurate, updated information and reliable data
• It doesn’t overwhelm the reader, but instead, it encourages them to act and learn more about you

Check out this awesome guide for more advice on how to write great copy for real estate.

Spread Your Message on the Right Channels

Some might argue that Facebook is the best channel for boosting real estate sales. However, the question isn’t whether Facebook rules the world of social media marketing, but rather how to use social media to your advantage.

Sure, Facebook is a must-have platform in your stack, and you should post there as often as you can. Still, make sure to pay attention to other platforms too:

• Instagram (the playground for aesthetic property pictures and virtual tours)
• LinkedIn (the go-to place for becoming a thought leader)
• YouTube (the platform you should use to educate your target audience and leverage real estate videos of properties)
• TikTok (the social media platform to boost brand awareness and appeal to a younger audience)
• Threads (hop on it now so you won’t regret it later)
• WhatsApp (people want to connect to a human more than they want to chat to your website bots)

Here are 30 social media post ideas you can steal to get started!

1.3. Play the Long Game – Check Your SEO, Social Media Presence, and Website Quality

This section should leave you with a basic understanding of how to put your brand on the map. There’s no need to explain why search engine optimization (SEO), social media consistency, and website quality matter. These are the norm for any real estate agent or brokerage who wants to make a sale, and that’s non-negotiable.

• Real estate SEO is a long-term game. It implies creating a user-friendly website for your visitors and targeting your efforts to appear in search results organically. Once leads find your website, they should be able to get everything they need to know about your brand. This includes agents, properties, and other types of products your brokerage offers. As a pro tip, make sure to invest in a mobile-friendly website that’s responsive and well-structured to nail SEO and appear in search results.

Once you have that, start writing your mission, vision, and blog section. While you’re at it, make it keyword-rich so that you bring some of that web traffic your way. Especially interested buyers or sellers from your local area using hashtags.

• A social media presence is like a digital address. Social media posts are there to show people who are interested in your brokerage what your brand is about, how you present yourself, and what your offerings are. Remember to add your contact information in your bio so it is easier for lead generation.

Sometimes, posts can convert (especially if you invest in Instagram or Facebook ads), depending on their purpose. Nevertheless, all of them contribute to your social media presence, which is invaluable in real estate. So, make sure to be consistent and post fresh relevant content as many times as you can. Use a social media calendar to organize your posting schedule.

1.4. Nail the Logistics

Digital rules the world of real estate, but the week-to-week activities that take each operation from ideation to fulfillment matter, too. You’re selling tangible assets, after all! So, here’s what you should consider as part of your overall strategy to boost sales:

Inspect and Upgrade the Property (if applicable)

Always advertise the property honestly and transparently without hiding important areas of concern. Avoid any types of violations, especially false advertising, to keep a reputable brand. It’s better to address them beforehand than deal with legal issues or a tainted reputation later.

Still, if your brokerage can afford it, ensure the property is in top-notch condition by conducting thorough inspections. If the property lacks a competitive edge, you could nudge the seller to invest in it.

Begin by hiring a qualified home inspector to conduct an assessment of your property listings. Address any structural issues or electrical or plumbing concerns and make necessary repairs (if applicable).

Simultaneously, focus on boosting the property’s curb appeal. Try attending to landscaping and exterior aesthetics. Consider showing new clients some cost-effective upgrades in key areas, such as the kitchen or bathroom, to boost its value right away.

Schedule Open House Viewings

Create buzz and generate interest by scheduling open house viewings. Provide potential buyers with the opportunity to experience the property firsthand. Use digital marketing tools to promote these events and attract a diverse pool of interested parties.

Make sure to emphasize the perks and amenities of the neighbourhood. One of the best ways to do this is by providing a tour of the area and an idea of the local real estate market when possible. This way, prospective clients will make sure they’re in the right place. Remember, you’re not just selling a home to new homeowners but also a lifestyle.

Check out these free open house designs you can customize in a snap and post in minutes!

Collaborate with Local Businesses In Your Neighbourhood.

Forge partnerships with local professionals such as attorneys, designers, and inspectors. Their input can also add value to the property, offering advice, guidance, and assistance when needed. They also can provide valuable referrals enhancing your reputation and attracting more clients.

How important is networking in the real estate industry?

Networking is crucial in the real estate industry as it allows professionals to build relationships, generate referrals, and stay updated on market trends. By connecting with other industry experts, agents can expand their client base, gain valuable insights, and increase their chances of closing deals.

Building strong relationships with local businesses is a two-way street. Be proactive in nurturing these partnerships and always strive for mutually beneficial collaborations.

Have the Documents Drafted in Advance

Smooth and efficient transactions are key to successful real estate sales. Preparing all necessary documents in advance, from contracts to disclosures, ensures a smooth process for both buyers and sellers. This proactive approach also demonstrates professionalism and expedites the closing process.

2. Move to Consideration – Make Your Listings Stand Out

2.1. Showcase Your History of Successful Transactions

Highlight your track record by creating a portfolio of successful transactions. Showcase before-and-after photos, highlighting the transformation of properties and the profitability of your deals.

Make sure to add client testimonials to boost credibility and confidence in potential buyers. Then, go to social media and your website to display this portfolio to your followers to increase social media engagement.

2.2. Let Reviews and Testimonials Do the Talk

Encourage satisfied, happy clients to leave reviews on real estate platforms and your website. Accentuate the positive experiences of previous buyers and sellers. Respond promptly to positive and negative reviews to show your commitment. Share these reviews on your marketing materials to build authentic social proof.

2.3. Educate while Showcasing Expertise (AKA Become the Thought Leader)

Position yourself as a thought leader in the real estate industry by creating informative and engaging video content. Here are some video ideas you can produce:

• Webinars on market trends
• Immersive property video tours
• Tutorials on the home-buying process

Share these videos on your website, social media channels, and through email campaigns.

2.4. Stand out in the Offline World with Direct Mail and Local Campaigns

While digital marketing is crucial, offline strategies can set you apart. Here’s our three-step process for creating the best direct mail campaigns:

1. With Xara, you can generate eye-catching materials in minutes, ensuring a polished look for offline campaigns. The platform allows you to tailor templates to serve any ICP you have in mind.
2. Take advantage of Xara’s Express Docs integration. With just a few clicks, you can transform your digital designs into high-quality print materials, ready to be distributed.
3. After creating your materials, use zip code targeting to send printed materials to a specific area. Our Xpress Docs integration allows for both printing and disseminating your materials, all from the same place!

And that’s not all. You seriously need to check out everything Xara can do for your real estate agents!

3. Close the Deal or Lose the Client

As the final stage of the real estate sales process, closing the deal requires strategic efforts. Here’s how to secure success during this step:

3.1. Nurture Your Lead While They’re Reviewing Options

Implement a lead nurturing strategy to maintain engagement with potential clients as they review their options:

• Regularly update them on new listings in their preferred areas
• Provide relevant market insights through newsletters, SMS campaigns, direct mail materials, social media posts, etc.
• Use automated email marketing campaigns to keep your agency top-of-mind
• Aim for powerful CTAs that instill FOMO. Keywords such as “property listings” and “homes for sale/ rent” go well with “Act now” or “Book your spot for the auctions” during this stage

3.2. Employ AI to Empower Your Agents

Make it a priority to use artificial intelligence (AI) tools to empower your agents in the closing phase. For example, you can implement AI-driven analytics to get insights into market trends and buyer behavior. It can also help your agents create relevant content to promote themselves or their listings.

One major action you can take is investing in buyer intent software. Such tools allow them to tailor their recommendations, increasing the likelihood of matching clients with their dream properties.

3.3. Offer Additional Benefits to Incentivize Clients

When leads are on the fence, provide additional incentives to ease their decision:

• Send them a draft of the contract for review
• Propose renegotiation options with the buyer or seller
• Offer to cover some of the legal costs associated with the transaction
• Schedule private viewings for properties of interest, showcasing features that may have been overlooked.

Ready, Set – Make the Sell

It’s simple: your leads want to buy, and you want to sell. To ace this straightforward yet not-so-simple game, you need to master every stage of the sales process.

Remember, your real estate marketing ideas, digital tools, and offline strategies can work hand in hand to create a comprehensive and impactful real estate marketing plan. Nurturing leads is as important as attracting them, and incentives work great when it comes to converting.

Now, it’s time to take action. Check out Xara to find the only marketing center you’ll ever need to boost sales!

Book a free 1:1 coaching session with our Xara experts

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• Equip your sellers with marketing content on-demand.
• Unlock higher performance and productivity for brand and agent teams.
• Automate content, branding, and copywriting.

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