12 Real Estate Marketing Tools Every Brokerage Needs for 2022
Around 97% of potential home buyers use the internet to find property listings.
To stay ahead of their competitors and reach online audiences, real estate brokerages must focus on going digital and becoming more tech-savvy.
Using digital marketing tools can help you engage with potential buyers, encourage better customer relationships, build your brand and expand your reach.
At Paperless Pipeline, we know it can be challenging to make sense of digital marketing tools.
With so many options on the market, it’s difficult to know which platforms will work best for your brokerage. That’s why we’ve put together this guide.
In this article, we share some of our favorite online marketing tools to make your next real estate marketing campaign unstoppable.
Not only do we provide our top choices for social media, email and search engine optimization (SEO), but we also discuss how each platform can benefit your real estate brokerage.
Social Media Marketing Tools
Almost 70% of people in the U.S. have access to at least one social media account—that’s over 230 million people.
This is a huge audience of potential home buyers that your real estate business can reach with the right social media tools.
However, managing multiple accounts across different social media platforms can become overwhelming.
That’s why we recommend using a semi-automated platform to do the work for you.
These tools can post your content for you and many of them have templates that you can use to create engaging social media captions and posts.
Below, we outline some of our favorite social media tools to kickstart your real estate marketing strategy.
PorchLyte
PorchLyte is a social media management tool with hundreds of customizable templates, pre-written posts, images and captions.
This means that real estate agents won’t have to spend hours trying to come up with the perfect content.
PorchLyte also refreshes its templates each month, so you’ll always have new templates and captions to post on your brokerage’s social media accounts.
This platform also provides blog posts, masterclasses, social media training and live coaching via a private Facebook page.
Some of the topics covered in these courses have included how to film and create videos for different social media accounts, as well as tips for writing engaging captions for social media posts.
These are particularly useful real estate marketing tools for brokerages that are new to social media and need some help getting started.
PorchLyte is a paid service and offers a quarterly or yearly payment plan, starting from $141.
Biteable
Biteable allows you to create high-quality videos for different social media websites and businesses.
This website also offers customized videos for real estate businesses. This allows your agents to create videos for open houses, lifestyle adverts and thought leadership.
There are also plenty of helpful tips and ideas on Biteable’s website to help first-time video creators get started.
The videos can also be animated and personalized according to your real estate brokerage’s branding.
It’s important to note that video campaigns are becoming an increasingly important real estate marketing tool.
In fact, research from the National Association of Realtors (NAR) shows that 73% of homeowners are more likely to list with a real estate agent that uses videos for marketing.
While Biteable can be used for free, you can also upgrade to a monthly plan for $49 per month to access more advanced features.
Buffer
Buffer helps small businesses analyze their social media performance, create reports, automate posts and engage with their audience.
This platform allows you to track your real estate brokerage’s likes, new followers, comments and reach across Instagram, Facebook, Twitter and LinkedIn.
Buffer also gives you insight into your followers’ demographics. This can help you identify whether your social media posts are reaching the right audience of home buyers.
With this website, you can also track what kind of content performs the best among your real estate brokerage’s followers.
This is helpful because once you know what kind of content your audience likes, you can create similar posts and tailor your real estate marketing plan accordingly.
You can also use Buffer as a social media management tool. This means you can automate your real estate marketing campaigns and social media posts.
Buffer offers both free and paid subscription options. The website’s payment plans start at $5 per month.
BuzzSumo
BuzzSumo is an app that helps businesses discover engagement, outreach and content opportunities across social media websites and searches.
This platform scans blogs, news outlets and forums to give you insight into what trends and content are being published worldwide about your industry.
Not only is this a great way to generate content ideas to post across your blog and social media accounts, but it also keeps your agents informed about the latest industry trends.
BuzzSumo also allows you to research video ideas and formats across YouTube. This will help you make sure your video marketing is engaging and effective.
One of the other valuable features of BuzzSumo is that it helps you track the performance of your social media accounts over time.
This allows your real estate professionals to identify content gaps and their best-performing posts. BuzzSumo’s insights can also help them decide when to post online.
Free and paid plans are available, with the option to get billed annually or monthly. Paid subscriptions start from $99.
Missinglettr
Missinglettr allows businesses to create social media drip campaigns, track engagement and automate their posting schedules.
As a real estate marketing platform, Missinglettr enables you to send pre-written social posts to prospects and customers.
Missinglettr’s calendars and automated posting schedules can also help you organize your social media content and plan your campaign months in advance.
This can save real estate agents time that would otherwise be spent on tedious social media admin.
Missinglettr also helps you find ways to increase engagement across your social media accounts to help grow your brokerage’s followers.
The platform does this by using AI to research and identify the relevant keywords and hashtags to include in your posts to increase their reach.
Missinglettr offers free and billed subscriptions, with monthly payment options starting at $19.
Email Marketing Services (EMS)
Although many real estate professionals think it’s outdated, email campaigns are still one of the most effective marketing strategies for businesses. The numbers speak for themselves.
Not only do 92% of adults use email, but 59% of people also say that marketing emails regularly influence their purchase decisions.
This shows that there’s huge potential for your real estate business to reach and market its services to a massive audience of home buyers.
Email marketing also allows you to segment your contacts into different groups. These segments may be based on location, or whether your contacts are first-time buyers or sellers—to name just a couple of examples.
This ensures that you send the right marketing messages to each contact group’s specific needs and habits.
Email marketing also allows you to reach thousands of prospects and customers at the touch of a button.
Below, we’ve provided some of the best email marketing tools on the market to help you find the right one for your real estate agency.
Mailchimp
Mailchimp allows you to automate your email marketing campaigns, use different templates, track engagement and conduct A/B testing.
The platform’s Creative Assistant can learn about your brand through AI and suggest different email templates that would suit your agency.
This can be particularly useful for real estate businesses that don’t have the time or budget to design these templates in-house.
Mailchimp also allows you to segment your contact lists according to shared traits and target your marketing messages to your clients’ buying habits.
You can also use Mailchimp for A/B testing to help you identify the type of content and messaging that gets the best results.
Mailchimp’s paid subscriptions start from $11 per month. The price depends on how large your email marketing campaigns are.
HubSpot
HubSpot is a customer relationship management (CRM) platform that also offers a variety of email marketing tools.
With HubSpot’s analytics, your real estate agents can track open rates, identify which content drives the most engagement and conduct A/B testing.
There are also several email templates to choose from and the drag-and-drop editor allows you to customize your brokerage’s branding and calls-to-action on its email campaigns.
You can also use HubSpot to automatically send your email campaigns to each of your subscribers at the optimal time of day to ensure a better open and click-through rate.
HubSpot’s subscriptions start at $45 per month.
For more advanced features, you can upgrade your account to a professional or enterprise plan—depending on the size of your real estate brokerage.
Sender
Sender allows you to create email marketing campaigns and newsletters with its customizable templates.
Newsletters are valuable real estate marketing tools because they allow you to provide something of value to your subscribers.
For example, you could include insights from your real estate agents about the latest housing market trends or a round-up of new properties that will be listed soon.
With Sender, you can also analyze your email campaigns to see which content is driving the most engagement and click-throughs.
This email marketing tool also creates subscriber profiles so that you can get a better idea of who your contacts are and when they are most active on their email accounts.
Sender has a free subscription option for smaller businesses, as well as paid plans for companies with bigger subscriber lists.
These paid subscriptions start from $41.75 and can be billed monthly or annually.
Mailerlite
Mailerlite allows users to create customized email campaigns and newsletters, as well as segment customers and access performance metrics.
This email marketing software also enables you to target multiple audiences within the real estate industry in one newsletter.
Each email block can be assigned to a different buyer or seller group so that they only see the content that’s relevant to them.
This ensures that your real estate brokerage reaches a wider audience from a single email.
You can also generate email performance and engagement reports with Mailerlite. This helps you track how well your campaigns are doing and which areas you need to improve.
These reports can help real estate teams make sure that each new campaign or newsletter does better than the last.
Mailerlite’s payment plans depend on how many subscribers you have and how many emails you want to send each month.
Subscriptions start at $10 and premium features will cost you $100 per month.
Website and SEO Optimization
Once you’ve got the right social media and email marketing tools in place, the next step is to focus on your website.
However, there’s no point in building a great real estate website for your brokerage if no one can find it in the search results.
In this section, we take a closer look at some of the best website development and SEO tools to ensure your brokerage gets noticed online.
Ahrefs
Ahrefs is an SEO software suite that helps businesses conduct keyword research, analyze their competitors’ websites and check their ranking in search results.
This is a useful tool that allows you to find the right keywords to optimize your website and blog content to improve your brokerage’s website rankings.
The higher up your website appears in the search results, the easier it is to drive traffic to your real estate brokerage’s page.
Ahrefs also gives users access to free learning resources to help them learn more about SEO and make the most of the platform.
Although there are different payment options depending on the size of your website, standard subscriptions start at $99.
Surfer SEO
Surfer SEO is designed to help users write SEO-optimized written content like blog posts, articles and landing pages.
This is a useful tool to help you ensure that your real estate brokerage’s content will reach its target audience in different search results.
Surfer SEO also has a built-in keyword research tool to help you identify which terms you should be targeting to drive traffic to your website.
This platform provides users with suggestions from top-performing pages to help inform your content’s word and image count, keywords and article structure.
Surfer SEO also offers free Google Chrome extensions to help users optimize their content and find keywords while they write and browse the internet.
There are three pricing plans available that range from $49 to $199 per month depending on what your real estate business needs.
Placester
Placester is a website building tool that is designed specifically for the real estate market.
You can either use this platform’s website templates as a guide or you can customize it according to your real estate company’s branding.
Placester also has built-in SEO tools to ensure that you optimize your pages to be found in search engine results.
You can also edit your website in real-time from the platform as your brokerage grows or hires new agents.
Website building platforms like Placester are particularly useful for smaller businesses that don’t have access to developers or designers.
There are different subscription options available, with Placester’s standard plans starting at $80 per month.
Start Your Digital Marketing Strategy Today
A strong digital presence is one of the best things you can do to grow your real estate business and extend your reach on social media.
However, it starts with having the right real estate marketing tools.
The suggestions we’ve discussed in this article will help you automate your social media and email campaigns, build your brand and outrank your competitors in no time.
