What Marketing Materials Do Realtors Need?
Jul 12, 2021
It’s easy to forget that being a Realtor is synonymous with being a small business owner. There are plenty of tasks that aren’t necessarily real estate-related that fall in your lap. Take marketing for example.
While most businesses employ specialists to handle marketing tasks, virtually all Realtors are stuck managing on their own. Never mind that you’ve never touched a graphic design program or logged onto Facebook for anything other than watching puppy videos (nothing wrong with that).
If you’re just starting out or revisiting your business, one of the first tasks you’ll want to check off is getting your basic Realtor marketing materials in order. This checklist is a great resource for making sure you cover all your bases and are ready to start attracting new leads:
Agent Personal Profile
Every small business needs a product, and in real estate, YOU are that product.
That’s why your Personal Profile is the first marketing material you should create, and potentially the most important of all. In this booklet, you might include your agent bio, an introductory letter, client testimonials, and details on your team or company if relevant.
This is your chance to show clients who you are personally and professionally — so spend the time or invest the money in getting someone to help you make it great. When you’re finished, ask yourself truthfully if you’d hire this person. If your answer isn’t a resounding YES, it’s time to go back to the drawing board.
Once you’re happy with the product, it’s time to put it into action. Here are some examples of how you’ll use it out in the field:
- Add it to your website.
- Give printouts to partners and vendors you work with: loan originators, title offices, etc.
- Connect with local business owners you know in your community and see if they’ll keep some on-hand.
- Bring them to open houses.
- Bring them door knocking.
Listing Flyers
This one may seem obvious, but every Realtor needs to be prepped and ready to print Listing Flyers at the drop of a hat. Listing Flyers should include important details about the property like price, square footage, address, and the year built. It will also include photos of the property and a well-written description.
Ideally, you’d either have a few easy-to-edit templates you can use or an outsourced resource with quick turnaround times. You might consider using a template for the majority of properties, but having a professional assist with specialty listings.
The Listing Flyer is not only a key tool used in marketing a home, but it’s one of the most likely marketing materials to sway potential sellers into using your services. You’ll definitely want to include a few past property flyers in your pre-listing kit. In other words: don’t cut any corners when it comes to making these look great.
Buyer + Seller Guides
Custom guides are one of the most impactful handouts you can use to attract buyers and sellers. At their core, these guides are designed to provide useful information to your buyers and sellers that they can revisit as a resource throughout the real estate process. A well-done guide should be incredibly helpful to the extent that a potential client might think “wow, this agent really wants to help me make great decisions!”
It can be hard to show a potential client that you are about more than just sales. But a great guide can do the trick, and prep them for what’s to come in the process.
Listing Presentations
Want to show a potential client that you’re a true professional who delivers top quality service? Blow them away with a personalized, well-prepared listing presentation. You can build you presentation to include what you feel is most important to the client, but it would typically include: your bio and an introductory letter, your marketing strategy, information on your preferred lender, market research on similar homes, and testimonials.
You should always arrive prepared for a listing meeting, and a great presentation will help you stand out from other Realtors.
Is that all the marketing materials you need?
Well, not quite. But it’s a great place to start! Once you’ve got the basics ready to go, it’s time to start growing your social media presence. It can be extremely helpful to create some basic templates to streamline your post creation. Plus, now that you’ve got your branding, headshot, and bio created, you have a great jumping off point for your social media platforms.
If you have no idea where to start and marketing is simply not your thing, consider outsourcing your initial marketing materials. If you’re interested, check out SellWell Concierge for templates and design and copywriting services.
About the Author
Katy Peer writes about all things content, marketing, and real estate branding. She is the Head of Content Marketing for SellWell, lead editor for The Well, and a former copywriter and senior editor for a spattering of tech and media brands. Find her articles on social media, writing agent bios, and more here on The Well.
