The real estate market is highly competitive and involves buying, selling, and renting properties. It comprises residential, commercial, and industrial sectors, making it one of the largest global markets. Marketing is crucial in helping real estate businesses attract customers, build a strong reputation, and shape their brand image.
Marketing in real estate involves putting properties on the market and making them known in the marketplace and the customers. Technology has enabled real estate agents and brokers to showcase properties and their critical features through social media platforms, print media, and networks. From hashtags used in social marketing to professional photography and video tours, marketing complements the beautiful offers and assists with moving houses faster and for better prices.
To brokers, marketing is an interface that brings them closer to their customers, primarily in the current world. Therefore, marketing helps build a broker’s image and reputation, putting them in a better position to be a professional broker in the market. This article will analyze case studies of some of the most successful real estate agents to establish how marketing can positively impact the real estate market and increase potential buyers.
Case Studies of Top-Performing Real Estate Agents
Agent/Company 1: Ryan Serhant (Serhant Real Estate)
https://serhant.com/agents/ryan-serhant
Ryan Serhant is a real estate professional in the New York Tri-State area who has closed over $5 Billion in sales since he began selling real estate in 2008. In 2020, Serhant started his own brokerage company, SERHANT Real Estate, which focuses on luxury apartments and houses and has brought innovative approaches to real estate promotion.
He is a top performer because he revolutionized property marketing online. Using social media such as Instagram and YouTube and creating professional-standard cinematic property videos has helped create a market for potential buyers worldwide.
Unique Marketing Strategies:
- Strong personal branding through social media and YouTube.
- High-quality, cinematic property videos.
- In-house media production team for digital content.
- Leveraging AI-driven platforms and CRM tools for client management
In 2021, Serhant sold a $33 million penthouse in New York City through teaser social media posts, an interactive video of the property, and a direct mail campaign. Tailored content and VIP events proved valuable in the penthouse sale, as it was sold at the listed price.
· Agent/Company 2: Barbara Corcoran (The Corcoran Group)
https://www.barbaracorcoran.com/
Barbara Corcoran has transformed The Corcoran Group into one of the largest real estate enterprises in New York, with more than 2500 salespeople on the staff. Her analytical mindset, primarily through The Corcoran Report she started in 1980, has ensured her reputation as a go-to personality in the real estate sector, having successfully sealed thousands of lucrative deals in this period.
She is a pioneer in the real estate business and has operated on this principle since her inception. The Corcoran Report reflects her experience and knowledge of market information, which has served many firms and clients, making her firm one of the most sought-after in New York.
Unique Marketing Strategies:
- Use of market data and reports (The Corcoran Report).
- Personalized direct mail campaigns.
- Strong media presence and community involvement
Looking at the year 2019, Corcoran facilitated the sale of a townhouse in Upper East Side, New York. With the target market research activated from print media ads and direct mail materials, she was able to attract and sell the property at a higher price, more than the projected one, within days of the campaign launch.
· Agent/Company 3: Josh Flagg (Douglas Elliman)
Josh Flagg began his career as a luxury real estate agent in Los Angeles in 2007 and has sold properties valued at over $2 billion. In Douglas Elliman Properties, Flagg works as one of the agents in real estate, serving wealthy clients by offering luxury homes through traditional approaches coupled with modern technology in marketing and selling mansions and other properties worth millions of dollars.
He is a well-known luxury real estate agent in the Los Angeles market, using classic and innovative luxury marketing approaches. His strategies include targeting specific property events and engaging in specific property promotions by creating better videos for high-end properties.
Unique Marketing Strategies:
- High-quality marketing materials like videos and brochures.
- Hosting exclusive VIP property events.
- Targeted digital campaigns, including paid search ads.
In 2020, Flagg successfully sold a Beverly Hills villa that had been on the market for well over a year by producing an excellent promotional video of the villa combined with extensive and effective online advertisement. He was able to sell the property in a few months and still within the said list price with little or no reduction.
Analysis of Common Marketing Strategies
Online Marketing
- Social Media Platforms:
Social media has become an essential tool for real estate professionals. Platforms like Instagram, Facebook, and LinkedIn allow brokers and agents to promote listings through images, videos, and paid ads.
- Content Marketing:
Blogs, videos, and market reports that offer insights on the housing market, home-buying tips, or neighborhood guides engage potential clients.
- Virtual Tours:
Virtual tours have become a game-changer in real estate marketing, allowing prospective buyers or tenants to explore properties from anywhere in the world.
- Paid Advertising:
Paid digital advertising, such as Google Ads and Facebook Ads, enables real estate professionals to reach a broader and more targeted audience.
Offline Marketing
- Open Houses:
Hosting well-organized and well-advertised open houses remains a key offline marketing strategy, especially for local buyers.
- Direct Mail Campaigns:
Although digital marketing has become the norm, direct mail campaigns—such as postcards, brochures, and newsletters—still have a place in real estate.
- Community Involvement:
By engaging with local communities, real estate professionals build trust and create opportunities for word-of-mouth marketing.
- Networking:
Real estate is a relationship-driven business, and personal networking is one of the most effective offline strategies. Networking events, seminars, and trade shows also offer avenues to meet new clients.
Leveraging Technology
- Property Management Software:
Property management software helps agents and brokers streamline the administrative aspects of their business, such as scheduling viewings, managing listings, and handling client communications.
- CRM Tools:
Customer Relationship Management (CRM) tools are critical for maintaining relationships and managing leads. A well-managed CRM can significantly increase conversion rates and ensure no potential client slips through the cracks.
- Market Analysis Tools:
Real estate professionals use market analysis tools to assess property values, track trends, and make data-driven decisions. By leveraging market data, brokers can offer their clients more accurate and compelling marketing messages.
Marketing is vital in real estate, helping agents and brokers present properties and make them stand out from the competition. Best salespeople like Ryan Serhant, Barbara Corcoran, and Josh Flagg have proven that adequate online and offline marketing exposure can significantly boost the chances of getting clients to result in sales. These agents have successfully integrated branding of ‘personality,’ statistical analysis of marketing campaigns, and some of the most advanced technologies in crafting memorable and efficient marketing strategies. This is evident in their success, indicating a need for constant change in marketing strategies in this dynamic field.
Ultimately, the correct marketing approach not only sells real estate but also creates a long-term expert reputation and ensures clients’ trust and confidence when facing constant market fluctuations.
Author Bio:
Mohamad Rabih Itani
https://www.linkedin.com/in/mohamadrabihitani/
mohamad.itani@me.kngihtfrank.com
Top 50 Urban Planning Creators in Saudi Arabia – Ranked 7th
Mohamad Rabih Itani is a real estate professional with a focus on residential sales and marketing. With extensive experience in the industry, he has worked on various projects in Saudi Arabia and the Middle East. Holding a Master’s in Global Smart Cities Management and an MBA, Mohamad is known for his expertise in creating sustainable and smart communities. He has been recognized for his talent in real estate and has a strong background in marketing and development. Currently, he is a Partner at Knight Frank Middle East, contributing to the growth and success of residential projects in Saudi Arabia.
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