This guide is for real estate agents and agency owners who are tired of generic marketing advice that doesn't work and want specific tactics that actually generate more listings and better leads.
You'll learn proven strategies designed specifically for the real estate industry, not watered-down marketing tips that might work for any business.
If you're ready to move beyond basic social media posts and bland market updates to marketing that actually drives listing appointments and referrals, this guide will show you exactly how to do it.
Why digital marketing matters for real estate
Most agents struggle with the same problems:
- Too many competitors in their area
- Hard to get good listings
- Buyers waste their time
- Nobody knows they exist
Digital marketing solves these problems. But only if you do it right. At Websites That Sell we've helped hundreds of agencies and agents market their business over the last 10 years. The following is a compilation of the best digital marketing strategies for real estate agents.
The "Green Zone" - How to get attention the right way
Harvard research shows why some marketing works and some doesn't.
Content that triggers strong emotions gets attention. But here's the key insight for real estate agents:
Negative emotions work but hurt your brand Fear-based marketing gets clicks but damages trust. "Market crash coming!" might get attention, but it doesn't help you win listings.
The Green Zone is where you win Focus on positive emotions: excitement, inspiration, confidence. Your marketing should make people feel optimistic about their property decisions.
Most agents play it too safe Bland, neutral marketing gets ignored. "I'm here when you're ready to sell" doesn't excite anyone.
Ask yourself before posting anything:
Does this message excite people?
Does it give them a positive reason to call me?
Current opportunities in the Green Zone
Right now, you have several positive reasons to contact prospects:
Interest rate changes: "Great news for sellers - rates are dropping, bringing more buyers to market"
Market timing: "Property values in [neighbourhood/suburb] are up X% this year - perfect time to discover your home's new value"
Seasonal opportunities: Use end of financial year, holidays, or local events as positive reasons to reach out
Local success stories: "Three homes sold on [street name] this month - here's what's driving the demand"
The biggest mistakes agents make online
Mistake #1: Marketing to buyers instead of sellers Listings drive your business. One listing often means two deals. But most agents focus on buyers who browse Zillow all day.
Mistake #2: Trying to cover too much area You can't be the expert everywhere. Pick 3-5 neighbourhoods and own them - these are your farming areas.
Mistake #3: Boring, neutral content "Market update: prices steady" doesn't excite anyone. Try: "Why [neighbourhood] sellers are getting 15% more than expected"
Mistake #4: Posting randomly Social media works when you're consistent. Posting once a month doesn't cut it.
What success actually looks like
Good digital marketing gets you:
- More listing appointments
- Referrals from past clients
- People calling YOU instead of you chasing them
- Higher prices for your listings (because you're seen as the expert)
You'll know it's working when sellers seek you out.
Building your strategy (the right way)
Pick your farming area, your target suburbs you want to dominate.
Choose neighbourhoods where you want to be THE agent. Not the whole city. Pick areas where:
- You already have some connections
- Home values match your goals
- You can realistically become known
Know your ideal seller
Your best sellers are probably:
- Move-up buyers (selling to buy bigger)
- Empty nesters (kids moved out)
- Job re-locators (moving for work)
- Investors (buying and selling regularly)
Each group needs different messaging. All messaging should hit the Green Zone.
Create excitement, not boredom
Instead of: "I'm a trusted real estate professional" Try: "I just helped three families on [street name] sell for record prices"
Instead of: "Market conditions are stable" Try: "Why [neighbourhood] is the hidden gem everyone's talking about"
Your website needs to work
Most agent websites are boring. Here's what yours needs:
Green Zone content Don't just list features. Create excitement:
- "The 5 streets in [suburb] where values jumped 20% this year"
- "Why smart investors are buying in [area] right now"
- "The hidden costs of waiting to sell (and how to avoid them)"
Local expertise that excites Become the neighbourhood expert. Write about:
- Which streets are getting the best prices
- New developments driving demand
- Investment opportunities others miss
- Local success stories
Lead capture that offers real value
- "Discover your property's new market value"
- "Get the confidential sales report for your street"
- "See what your neighbours sold for (complete with photos)"
SEO For Real Estate Agents (How to Own Your Local Market Online)
When someone in your area searches "sell my house" or “how to get the best price for my house in [suburb]“ you want to be the first result they see. That's what SEO does - it puts you in front of motivated sellers exactly when they're looking for help.
NOTE: don’t focus on “houses for sale” or “real estate agents” - realestate.com.au, domain.com.au and other major agencies have these terms locked up. Instead aim for informational terms that sellers would use to get the best price for their property in the area.
Why local SEO matters more than anything else
Real estate is hyperlocal business. You don't need to rank for "real estate agent" nationally. You need to dominate searches in your specific neighbourhoods. Someone searching "homes for sale Paddington Brisbane" or "real estate agent Toorak Melbourne" is much more valuable than generic traffic.
The best part? Your competition probably isn't doing this well. Most agents have websites that barely mention their specific areas beyond a generic "servicing the greater [city] area" page.
Start with Google Business Profile
This is free and quick to set up properly. Yet most agents do it wrong.
Claim and verify your profile Use your exact business name. Add your real address (not a PO box). Include your actual phone number.
Choose the right categories Primary category: Real Estate Agent. Secondary categories: Real Estate Appraiser, Property Management Company (if relevant)
Write a compelling description Instead of: "Experienced real estate professional serving the greater Sydney area" Try: "Specialising in Bondi, Coogee and Randwick property sales. 15+ years helping Eastern Suburbs families buy and sell with confidence."
Upload photos regularly
- Professional headshots
- Recent property photos
- Office photos
- Local area shots
- Client testimonial graphics
Get reviews (the right way) Don't just ask for reviews. Ask for specific reviews: "Could you mention how we helped you sell quickly in Fitzroy?" Reviews with location keywords help your local rankings.
Create neighbourhood-specific pages / suburb pages
This is where most agents fail. They have one generic "areas we serve" page listing 20 suburbs. Instead, create dedicated pages for each neighbourhood you want to dominate.
Each suburb page should include:
- Recent sales data for that specific area
- Local market trends and insights
- Neighbourhood amenities and lifestyle information
- School catchment areas
- Transport links
- Investment potential
- Your specific experience in that area
Content that works: "Fitzroy North Property Market 2025: Why Savvy Sellers Are Acting Now" "The Complete Guide to Selling in South Yarra: Market Insights from 50+ Local Sales" "Paddington Investment Properties: Which Streets Deliver the Best Returns (Based on Real Data!)"
Target the right keywords
Generic keywords like "real estate agent" are impossible to rank for. Focus on local terms your ideal clients actually search for.
High-value local keywords:
- "sell my house [suburb]"
- "property valuation [area]"
- "[suburb] real estate agent"
- "houses for sale [neighbourhood]"
- "[area] property prices"
- "real estate [suburb] [state]"
Content keywords that build authority:
- "[suburb] market update"
- "[area] investment properties"
- "buying in [neighbourhood]"
- "[suburb] school zones"
- "[area] property trends"
Content that ranks and converts
Don't just write for search engines. Write for people who live in your target areas and want local expertise.
Market analysis content: "Why Caulfield Properties Are Outperforming the Melbourne Average" "The 5 Streets in Richmond Where Prices Rose 25% This Year" "Hawthorn vs Camberwell: Where Should You Invest in 2025?"
Practical local guides: "The Complete Guide to Selling in Winter: Toorak Edition" "St Kilda Apartment Sellers: How to Add $50k to Your Sale Price" "Timing Your Sale in Surry Hills: Market Patterns Every Seller Should Know"
Suburb spotlights: "Why Young Families Are Choosing Ashfield Over Inner West Alternatives" "The Leichhardt Cafe Culture That's Driving Property Demand" "Manly's Hidden Gem Streets: Where Smart Buyers Are Looking"
Technical SEO basics
Page titles that work: Instead of: "About Us - Smith Real Estate" Try: "Bondi Real Estate Agent | 15 Years Eastern Suburbs Experience | Sarah Smith"
Meta descriptions that get clicks: Instead of: "Experienced real estate agent serving Sydney" Try: "Bondi specialist helping Eastern Suburbs families sell for top prices. Free property valuations. Call Sarah on 0400 123 456."
URL structure: Good: yoursite.com/selling-in-paddington Bad: yoursite.com/page1.html
Internal linking: Link between your suburb pages and relevant blog posts. If you write about Fitzroy market trends, link to your main Fitzroy service page.
Local link building that works for Real Estate Agent Websites
Partner with local businesses:
- Mortgage brokers
- Conveyancers
- Home staging companies
- Photographers
- Local tradies
Ask them to link to your neighbourhood guides in exchange for referrals or reciprocal links.
Community involvement: Sponsor local events, sports teams, or charity drives. These often result in links from community websites and local news sites.
Guest content: Write for local community websites, suburb Facebook groups (where allowed), and local business blogs about property trends in the area.
Track what matters
Monitor these metrics:
- Local search rankings for your target keywords
- Google Business Profile views and clicks
- Website traffic from organic search
- Leads generated from organic traffic
- Which neighbourhood pages get the most traffic
Tools to use:
- Google Search Console (free)
- Google Analytics (free)
- Google Business Profile insights (free)
- Local rank tracking tools like BrightLocal or LocalRanker
Common SEO mistakes agents make
Trying to rank for everything: You can't be the expert in 50 suburbs. Pick 3-5 and dominate them.
Keyword stuffing: Don't write "Paddington real estate agent Paddington property Paddington houses" everywhere. Write naturally.
Ignoring mobile: Most property searches happen on phones. If your site sucks on mobile, your SEO won't matter.
Not updating content: Old market data and outdated information kills your credibility and rankings.
Focusing only on buyers: Create content for sellers too. "How to prepare your Fitzroy terrace for sale" targets motivated sellers.
The long game
SEO takes 3-6 months to show real results. But once you start ranking for local terms, you'll get high-quality leads consistently.
The agents who dominate local search aren't necessarily the biggest agencies. They're the ones who consistently create valuable, local content and optimise it properly.
Start with one neighbourhood. Do it well. Then expand.
Most importantly, remember you're not just optimising for search engines. You're building a reputation as the local expert. When your content genuinely helps people understand their local market, the rankings and leads follow naturally.
Social media Marketing For Real Estate Agents That Gets Results
The Green Zone approach
Every post should create positive emotion:
Instead of: "Just listed this beautiful home" Try: "This family just upgraded to their dream home - here's how we made it happen"
Instead of: "Market update: sales are steady" Try: "Three reasons sellers in [suburb] are getting amazing results right now"
Instagram tactics that work
- Before/after staging photos
- Client celebration videos
- "Secret" neighbourhood spots
- Quick market wins for sellers
Facebook strategies
- Positive market news for your area
- Client success stories
- Local community wins
- Educational content that builds confidence
Email marketing (the most underused tool)
Email works because you control it. Social platforms can change algorithms. Your email list is yours.
Green Zone email ideas:
- "Your neighbor just sold for $50k over asking - here's why"
- "The 3 changes that added $80k to this property's value"
- "Why [suburb] properties are selling faster than anywhere else"
Build your list with excitement:
- Exclusive neighbourhood sale reports
- "Secret" market insights
- First access to new listings
Send weekly. Be helpful, not salesy.
Paid advertising For Real Estate Gents (when you're ready)
Target positive, motivated sellers with Green Zone messaging:
- "Discover why [suburb] sellers are getting record prices"
- "The simple change that's adding $50k to local property values"
- "Why now is the perfect time to sell in [area]"
The Aaron Shiner template (adapt for your area)
Here's a proven Green Zone approach you can adapt:
IMPORTANT NOTICE to residents of [STREET NAME], [SUBURB]
Over the past few weeks (since interest rates started dropping), we've had numerous requests from your neighbours about how property values are being affected.
The property market in [suburb] is moving fast. Many property owners are pleasantly surprised when they discover their property's NEW value.
To help local residents, we're offering a complimentary property value opinion for every home in your area. Each assessment takes about 15 minutes.
What you get:
- Your property's current market value
- Detailed report of recent sales in your immediate area
- Market insights others don't have access to
When we're in your street: [Insert specific dates]
How to book your time: Call [your number] or reply to this message.
If you'd like to discover your property's NEW value, contact me today.
When to hire a Digital Marketing Agency to help with Paid Ads?
Hire an agency when:
- You're too busy to post consistently
- You've tried for 6+ months without results
- You'd rather focus on clients than learning Facebook ads
What to look for:
- Real estate experience (not just any business)
- Understanding of the Green Zone approach
- Local market knowledge
- Results they can prove
How much to spend
Start with $500-1000/month including tools and ads. Successful agents typically spend 5-10% of gross income on marketing.
Scale up as you see results.
The bottom line
Most agent marketing is boring. That's your opportunity.
Use the Green Zone approach. Create excitement about your local market. Give people positive reasons to engage with you.
Be consistent. Be helpful. Be optimistic.
Stop playing it safe with neutral messaging. Create positive excitement or get ignored. Research explains why most real estate marketing fails - it's too bland to grab attention but not negative enough to go viral. The Green Zone is where real estate agents need to live.
The agents winning online aren't the flashiest. They're the ones making people feel good about their property decisions.