Struggling to stand out in a crowded real estate market? It may be time to level up your marketing strategy, as the days of relying on traditional marketing tactics are over.

Today’s homebuyers are savvier than ever, armed with smartphones and endless online resources. To capture the attention of potential clients, you need to be where they are: on their screens.

This is why it’s essential to harness the power of technology and leverage the right tools to effectively reach your target audience, build trust and ultimately close more deals. Here, we’ll share five digital marketing tools that will transform your real estate business and help you stay ahead of the curve.

1. Social media management: Later

Social media is the number one way real estate agents can connect with potential clients in today’s digital age. However, managing multiple social media accounts can be time-consuming! This is where a social media management tool, such as Later, comes in. Later is a tool that allows you to plan, schedule and analyze your posts across various platforms like Instagram, Facebook, Twitter/X and Pinterest.

With Later, you can visually plan your content calendar, ensuring your feed looks cohesive and engaging. This tool also provides analytics to track your performance and understand what content resonates most with your audience. By automating your social media strategy, you free up more time to focus on what you do best — selling and buying homes.

2. Graphic design: Canva 

First impressions matter, and in real estate, visuals are everything. Whether you need to create engaging social media graphics, professional-looking flyers or impressive property brochures, Canva makes delivering eye-catching designs easy and accessible no matter your skill level. 

Forget about spending hundreds or thousands of dollars on an external designer — Canva puts design power directly into your hands. With thousands of customizable templates, you can create stunning visuals in minutes, even if you’re more of a numbers person than a design whiz.

3. Search engine optimization (SEO): Google Analytics

To ensure your real estate website ranks high on search engine results pages, you’ll need to optimize it for search engines. Google Analytics is a valuable tool for understanding how visitors interact with your site. It provides insights into which pages are most popular, how users discover your site and what keywords they use to get there.

By analyzing this data, you can fine-tune your SEO strategy to improve your online visibility and drive more organic traffic to your website. Focus on creating content that addresses the needs and interests of your target audience, incorporating relevant keywords naturally. This might include regularly updating your blog with market insights, property guides and community highlights to boost your search rankings. 

4. Email marketing: Flodesk

Email marketing remains one of the most effective ways to nurture leads and maintain relationships with clients. However, managing email lists and sending out campaigns manually can take time and effort. The good news is with a dedicated email marketing platform, it’s easier to track email performance and measure ROI.

Flodesk is an email marketing tool that makes it easy to design beautiful, responsive emails, helping you stay connected with your audience. With Mailchimp, you can automate your email campaigns, segment your audience for personalized messaging and track engagement metrics to see how your emails are performing. Whether you’re sending out monthly newsletters, new listings or market updates, Flodesk can help keep your audience informed and engaged.

5. Website builder: Squarespace or WordPress

A well-crafted website can be a powerful asset in attracting and converting clients. Without a website, you’re missing out on a significant opportunity to connect with clients and showcase your expertise. Thankfully, you don’t need to be a coding expert to create a professional online presence. Leading platforms like Squarespace and WordPress offer high levels of customization, allowing your website to grow alongside your business.

Keep in mind that while a DIY website can save you money, it’s important to prioritize the user experience above all else. If you lack the time and skills, consider hiring a professional web designer to create a site that truly represents your brand and effectively showcases your services.

In the fast-paced world of real estate, leveraging digital marketing tools is no longer optional — it’s essential.

By incorporating these tools into your strategy, you can enhance your marketing efforts, streamline your workflow and build stronger client relationships. This will not only save you time and money but also enable you to operate more efficiently and effectively, helping you stay ahead of the competition.

As a real estate professional, you likely have a lot on your plate. From juggling the day-to-day responsibilities of home showings, open houses and client inquiries to managing your personal life, it can be overwhelming, to say the least.

You’re constantly on the move, ensuring every detail is perfect, every client is satisfied and no opportunity is missed. Amid all this hustle, finding time to dedicate to social media can seem impossible.

Work smarter, not harder, by repurposing content across all platforms

Social media, however, is a critical component of your marketing strategy. It’s where your dream clients discover you, where you build your brand and where you can showcase listings and your expertise. But when creating content, engaging with followers and staying up-to-date with fleeting trends feel like just another mountain to climb, it’s easy to push social media marketing to the bottom of your to-do list.

If this sounds familiar, it’s time to work smarter, not harder, by finding clever ways to maximize your social media marketing efforts without sacrificing quality or consistency. The answer is simple: repurpose your content across all platforms. Today, we’re sharing our agency-approved tips for repurposing your content quickly and effectively, saving you time and energy. 

1. Turn blog posts into social media posts

Blog posts are a goldmine for content. If you’ve spent time writing detailed, informative blog posts, don’t let them sit idle on your website! Instead, break them down into bite-sized social media posts or repackage them on LinkedIn. 

For example, a “5 Tips for First-Time Home Buyers” blog post can be transformed into a five-part Instagram carousel or a series of tweets. This not only maximizes the value of your blog content but also keeps your social media feed active and informative. Additionally, you can repurpose your blog posts on LinkedIn to extend your reach further. A new headline, bullet points and updated image can make your older content feel fresh and new. 

2. Create video snippets from long-form videos

A well-shot long-form video can be repurposed into Reels, TikToks or YouTube Shorts. For example, if you’ve filmed a video tour of a property or an in-depth discussion on market trends, you can extract shorter clips highlighting key points. 

These snippets are perfect for engaging your audience on platforms where short-form content thrives. Additionally, shorter videos are more likely to be shared, increasing your reach and attracting new followers.

3. Share email content on social media

Your email newsletters are another untapped resource for social media content. If you’ve crafted an insightful email update for your subscribers, don’t hesitate to share it on your social platforms. This strategy not only saves you time but also promotes your email list, driving more traffic to your primary communication channel and increasing your database of leads.

You can post snippets of your email and a call-to-action inviting followers to subscribe to your list for more exclusive insights. For example, you might pull out a key statistic or an interesting takeaway from an email, and turn it into a visually appealing social media post. Pair it with a compelling call-to-action like, “Want more exclusive insights? Subscribe to our newsletter for the updates!” 

4. Bring your audience behind-the-scenes content

People love getting a peek behind the curtain! Sharing behind-the-scenes content humanizes your brand and builds a stronger connection with your audience. Whether it’s a day-in-the-life of a real estate agent, a sneak peek of an upcoming listing or a glimpse of your team at work, this type of content is both engaging and easy to create. Behind-the-scenes posts give potential clients a taste of what it’s like to work with you, fostering trust and familiarity.

For example, you can document a day-in-the-life of a real estate agent by sharing short clips on Instagram Stories, from your morning coffee to showing homes and meeting clients. You can also host a Facebook Live video tour of your office, introducing your team and giving a real-time look at your work environment. Additionally, you can write a LinkedIn article titled “Behind the Scenes: A Day in the Life of a Real Estate Agent,” detailing your daily routine and the challenges you face. 

5. Repurpose testimonials

Client testimonials are powerful marketing tools that build trust and credibility with potential clients. Instead of limiting them to your website, you can also share them on social media. Create visually appealing posts featuring quotes from happy clients, or have past clients film short video testimonials. Highlighting positive feedback on social media can reassure potential clients and encourage them to reach out to you.

By repurposing your content, you can maintain a consistent and engaging social media presence without the constant pressure of creating new material from scratch. Implement these strategies to streamline your marketing efforts, and watch as your online presence grows with minimal added effort.

Working smarter, not harder, will allow you to focus on what you do best: helping your clients find their dream homes!

“The leads are sh*t.”

A phrase we hear all the time in the real estate industry.

Sure, almost every industry says the same thing but it’s especially popular in real estate. People invest a lot of time and money into leads and many are not seeing a return.

Paying to generate leads online can be like buying a boat. The famous adage, “The happiest days in a boatowner’s life are the day they buy the boat and the day they sell it.” For many, that’s how their experience is with real estate.

Yes, you can find success with online leads

Yet, there are a lot of people having great success with online leads. Taylor Hack is one of them. His team does 140+ transactions a year in Edmonton with an average production per agent of 31 deals and a remarkable amount of five-star reviews.

Hack has a strong background in sales and it shows with a team that logs thousands of dials each quarter. With a significant amount of their business coming from online leads, Hack has worked with industry leaders in conversion to build a healthy and sustainable business.

We looked at why people think online leads are sh*t and how to solve that problem 

We started getting to know each other at industry events and then online and became fast friends. He looks at things more from a sales-first angle and I, the marketing-first angle. We’ve had a lot of passionate conversations over the years — often about the intersection of sales and marketing in real estate.

We’ve looked at why people think online leads are sh*t and how to solve that problem. We started talking this year on Zoom about it more and more and inviting people on to listen to our conversations.

These conversations started getting great feedback from those who came to listen. So, we started promoting it a little bit here and there. The more people who attended live, the better the feedback we got.

We’ve brought a few other great people from the industry on and have had great conversations with them, too.

Now we’re taking it up a notch with a hybrid podcast, live talk show & radio call-in show

This show will be called “The Leads are Sh*t with Taylor Hack and Andrew Fogliato.”

Every week we’ll talk about different aspects of the business. Sometimes we’ll bring guests on with subject matter expertise. We’ll even give Hack things to put in place in his real estate business and he’ll report back on the results.

This isn’t a traditional podcast. It’s a hybrid podcast, live talk show and radio call-in show. If you join us live you can interact over the chat and ask questions, or you can even come on camera and ask a question live.

Have a problem in your business you’re stuck on? Ask.

Have an idea you want to brainstorm? Ask.

Have a topic you want us to discuss? Tell us.

Our goal is to have this be a place you can join every week to help your business. We also want it to be an open book. If we’re talking about an idea and it gets tested, we’ll tell you the results. If it’s an untested idea, we’ll tell you that too.

If we invite a guest on, it’s someone we know has something of value to contribute and does real business. We’d rather find the people running a great business — it’s not about who’s famous and “in”. Instead, we want to find great operators and learn from them.

So come join us, every Thursday at 2:00 pm EST. Attend live to see what we’re working on and what’s getting results. Ask questions, engage and have fun.

We’ve set it up as a recurring webinar so you just need to register once to get the link sent to you every week to join. We’ll be posting the replays on the Real Estate Magazine YouTube channel.

Click here to grab a spot and start joining us live. Looking forward to seeing you there!

Ever get those missed calls from unknown numbers? You know, the ones you ignore and then Google to see who called? Well, guess what? This is what your leads are doing when they’re not picking up the phone. And it’s a golden opportunity knocking at your door.

Turn missed calls into clients

Imagine turning those missed calls into clients. Have you ever actually Googled those numbers to see what shows up when the leads Google the number?

This isn’t some far-fetched idea — it’s a real tactic that can boost your business. It’s a micro-moment that’s oft-neglected, especially when it comes to phone numbers tied to a CRM. CRM-based numbers are more likely to seem like they’re fake when calling. They’d have no history or results most of the time, which for many people is a clear sign of a scam call.

So, that snap judgment of, “Is this spam, a scam or a call worth answering?” is a critical moment. You don’t have long to convince someone.

Do these two things

You should do two things — the first is setting up a branded call display.

The second … Imagine this for a moment. They type your phone number into Google and the first result is:

“Did XXX-XXX-XXXX just try calling you? That was me!”

They’re going to click on that.

What to include in your call

The same way you respond to online leads, you approach this with:

1. A polite opening
2. A mutually agreeable fact
3. An easy-to-answer question

Tell them who you are, point out why you’d have been calling and then ask them a question.

So, that opening could be: “Hi, I’m Andrew with JSH Realty. You got a call from XXX-XXX-XXXX, you typed it into Google and now you’ve come here. Are you curious why I called?”

Then, you can list out the ways you collect leads and go into a call-to-action. These will be specific to your business.

This is a really easy backend page to put on your website. It will also be easy to rank at the top for your phone number since no one is trying to compete with you.

Turning missed calls into clients isn’t just possible, it’s a simple way to boost your conversion rates. By creating a dedicated phone number page, you provide potential clients with the information they need and make it easy for them to reach out to you. Start implementing this today and watch your missed calls turn into valuable client interactions.

By the way, if you want a PDF template of how the page on your site should be structured, just DM me on Instagram with PHONE SEO so I know what you’re looking for, and I’ll send you the PDF.

Behind every successful real estate agent or brokerage is a story of ongoing persistence, determination and a sustainable strategy for growth. That sustainable strategy is not a one-size-fits-all approach — it’s one that works uniquely for you.

In an industry as dynamic as real estate, standing out requires more than just keeping up with trends. Discerning agents recognize the value of exploring new avenues that others may overlook. By being proactive, they stay ahead of the competition and consistently attract high-quality leads.

Here, we’ll share three lesser-known digital marketing opportunities that can open up a world of possibilities for your real estate business. Whether you’re a seasoned realtor or just starting your career, leveraging these innovative strategies can help you generate fresh leads and grow your brand.

1. Blog with hyper-localized content 

Position yourself as a local expert by creating blog content that speaks directly to your community. Not only will this attract potential buyers and sellers, but it will also build trust and credibility within your community.

Instead of casting a wide net, highlight specific areas or districts within your target area. Consider sharing valuable insights about local market trends, upcoming developments, schools, and community events. Include locally relevant keywords in your blog posts to improve local SEO and establish you as the go-to resource for anyone looking to settle within your area. 

2. Use targeted marketing on LinkedIn

As it turns out, LinkedIn isn’t just a place to host your resume; it’s also a powerful tool for targeted marketing in real estate. The best part is that real estate marketing on LinkedIn remains largely untapped, offering you a lucrative opportunity to stand out from the noise before the platform becomes overly saturated. 

Here are five ways you can make the most of this opportunity:

Optimize your LinkedIn business profile using keywords in your headline and summary to boost SEO and provide relevant information for your target audience. 

Utilize LinkedIn’s advanced search filters to connect with potential clients based on specific criteria, such as industry, job title or location.

Join and participate in LinkedIn groups related to your area or real estate niche, local business communities or homeowner associations to expand your network and visibility.

Repurpose content from your social media or blog posts that showcase your expertise and highlight your recent successes. Share industry insights, market updates and tips for home buyers and sellers.

Actively engage with your connections by liking and commenting on their posts, sharing relevant articles and participating in discussions.

3. Leverage AI for lead generation and client interaction

Another digital marketing tactic that remains untapped in this industry is the use of AI chatbots, such as ManyChat or LivePerson. Whether implementing them on your website or social media platforms, chatbots can elevate your user experience, generate leads and provide instant responses to potential clients. Plus, they’ll also save you time and energy, allowing you to focus your attention on more important tasks. 

Here are some ways AI chatbots can help with your lead-generation efforts:

Instant responses to inquiries. Chatbots can provide immediate responses to common inquiries from potential clients, such as those around property availability, pricing and scheduling viewings. This instant interaction can capture leads that might otherwise leave your site due to lack of immediate information.

24/7 availability. Unlike human agents, chatbots can operate around the clock. This ensures that you never miss an opportunity to engage with a potential client, even outside of regular business hours.

Lead qualification. Chatbots can ask qualifying questions to determine the needs and preferences of potential clients. This information is then forwarded to you, allowing you to follow up with highly qualified leads.

Appointment scheduling. Simplify the process of booking property viewings by integrating a scheduling feature into your chatbot. This allows clients to easily book appointments at their convenience.

Standing out in a sea of agents requires a proactive approach to marketing that allows you to differentiate yourself, attract fresh leads and ultimately grow your real estate business in a sustainable manner.

Remember, success in real estate often hinges on seizing opportunities that others overlook. Try implementing these lesser-known marketing ideas and watch as they propel your business forward.

Now more than ever, people rely on the internet for just about everything — from shopping for products to reading reviews and looking for solutions to their problems.

For you as a real estate agent, this means that potential clients are just a click away from finding your website and choosing you to help them buy or sell their homes. 

But here’s the real question: is your website doing its job of converting visitors into clients, or is it pushing them away?

Here, we’re diving into the five most common website mistakes that can hurt your credibility and make it difficult to get those conversions. Plus, we’ll also share some easy fixes that will transform your website into a powerful tool that converts clients on autopilot. 

1. Typos and grammatical errors

First impressions matter, and nothing undermines your professionalism like typos and grammatical errors on your website. Although no one deliberately leaves errors behind, they can still erode trust with potential clients, leaving them thinking, “This realtor doesn’t pay enough attention to detail. How could I possibly trust them with the biggest investment of my life?”

Quick fix: Luckily, this mistake is easy to avoid. Consider using a tool like Grammarly to scan for errors or have a trusted friend or colleague read your website copy with fresh eyes before you hit publish. 

2. Headlines that aren’t optimized

Most people have short attention spans, meaning they’re more likely to skim or scan your website instead of reading it in its entirety. This is why headlines are so important. Their job is to capture your readers’ attention and encourage them to delve deeper into your content.

If your website isn’t converting as well as you’d hoped, your headlines might be to blame. Headlines across your site should be descriptive and compelling, giving readers the information they need to decide if your services are right for them.

Quick fix: Visit each page of your website and ensure it’s skimmable — meaning readers know exactly what you do and how you help just by reading your headlines. For example:

“Explore Expert Advice for Buying and Selling in [Insert City]” or

“Maximize the Sale of Your Home in the Least Amount of Time”

3. Failing to understand your reader

Your website copy should resonate with your target audience — the homebuyers and sellers looking for your expertise. Nothing will make a potential client click away faster than generic language that doesn’t speak to their needs, desires and pain points.

Your ideal client needs to know that you understand their experience and feel confident you have the solution they’re looking for before they move forward. This should be clearly communicated across your website. 

Quick fix: First, ensure you know exactly who your target audience is before crafting your copy. Once you’ve identified your target audience, write as if you’re addressing one specific person. This technique makes your writing more personal and relatable, helping readers feel understood and valued.

Use emotional language to connect with your audience on a deeper level. Address their concerns and aspirations directly. For example, instead of saying something generic like, “We’ll sell your home quickly,” try, “Selling your home can be overwhelming, which is why I promise to make the process as smooth and stress-free as possible.”

4. Poor user experience

A clunky or confusing website can be frustrating for visitors and drive them to leave the page before they even explore your services. Aesthetics matter, but functionality makes all the difference. Visitors expect intuitive navigation, fast loading times and a seamless experience across devices. 

Quick fix: Simplify your website navigation with clear menus and a logical page hierarchy. Optimize images and videos for fast loading speeds. Ensure your website is responsive across all devices, meaning it looks and functions well on phones and tablets as well as desktops. 

5. Neglecting your calls-to-action (CTAs)

So your copy sounds great and your reader is sold on your services, but without a clear call-to-action, your client won’t know the next best step to take to work with you. This is why you need CTAs to guide the client journey. 

Whether it’s contacting you for a consultation, signing up for your newsletter or viewing your latest listings, clear and compelling CTAs prompt action and help convert visitors into leads.

Quick fix: Review each page to ensure there’s a CTA that aligns with the page’s purpose. Use action-oriented language in your CTA buttons, such as:

“Contact Us Today,”

“Explore Our Listings” or

“Subscribe for Market Insights.”

Long story short: a well-optimized website is like having a member of your sales team available 24/7 to showcase your expertise and help potential clients feel confident in choosing you for their real estate needs. 

Take the time to review your website today for these common mistakes and implement these simple fixes. Doing so will ensure your website works effectively as a powerful tool for your real estate business.

Are you a real estate agent looking to expand your reach and stand out in your local market? SEO (search engine optimization) may be the game-changer you’ve been seeking. 

Far from just a marketing buzzword, SEO refers to the process of optimizing your online presence to increase visibility on search engines like Google. While traditional SEO focuses on improving your rankings for general search queries, local SEO is about the geographic relevance of your business, specifically targeting location-based searches to help you connect with nearby customers. 

Why is local SEO important for real estate agents?

For real estate professionals who operate within a specific geographic region, targeting local traffic is crucial for attracting clients. Optimizing your local SEO strategy directly improves your ability to connect with potential clients in your area. 

In fact, Think with Google reports that 76 per cent of those conducting a local mobile search convert (visit a physical place within 24 hours) and 28 per cent of those make a purchase. 

Additionally, a 2023 survey from BrightLocal.com found that 98 per cent of consumers used the internet to find information about local businesses and, according to SEO Tribunal, 97 per cent learn more about a local business online than anywhere else.

These data points suggest most people searching for local businesses have a clear intention of becoming a customer.

A strong, local SEO strategy ensures your business ranks high on search results when people are searching Google for real estate services, properties or agents in your area. This increased visibility can lead to more website traffic, higher engagement and, ultimately, more clients.

How can I improve my SEO ranking?

For agents who want to stay competitive, there are many ways to strengthen local SEO. Here are a few key strategies to enhance your searchability, attract local prospects and boost your online visibility.

1. Claim and optimize your Google Business Profile listing

Your free Google Business Profile listing, which you can create at google.com/business, acts as your virtual storefront. Make sure all details — such as your business name, contact information and operating hours — are accurate and consistent. Additionally, you can encourage satisfied clients to leave a Google review, given that positive feedback can significantly boost your local search rankings and build trust with potential clients.

2. Leverage local keywords strategically

Incorporate local keywords and phrases throughout your website. Focus on terms prospective clients in your area are likely to search for, such as “real estate agent in [your city]” or “homes for sale near [landmark].” Utilize free tools like Google Keyword Planner to identify relevant keywords with decent search volumes and low competition.

3. Create locally-relevant content

Blogging is a powerful tool for improving local SEO, so regularly publish blog posts that address local real estate trends, neighbourhood highlights, market updates and community events. By offering valuable insights to your local audience and incorporating your targeted keywords and phrases throughout (without overdoing it), you can attract more traffic and establish yourself as an authority in your local real estate market.

4. Ensure mobile-friendly website design

Optimize your website across all devices. Google prioritizes mobile-friendly sites in search results, meaning that a responsive design not only enhances user experience but also boosts your SEO rankings. Given that more users access the internet through their mobile devices, a seamless mobile experience is essential.

5. Monitor and respond to client reviews

Regularly monitor and engage with client reviews across platforms like Google, Yelp and social media. Promptly responding to both positive and negative feedback demonstrates your commitment to client satisfaction. Engaging with reviews not only builds trust with potential clients but also signals to search engines that your business is active and reputable. 

Remember, getting glowing client reviews doesn’t have to be a complicated process. In a previous article, we outlined our proven framework for securing high-quality testimonials that showcase your skills and professionalism. 

Whether your business operates within a small geographic area or serves clients around the world, SEO is a critical component of your marketing strategy to ensure long-term sustainability.

Optimizing local SEO is not just about achieving higher rankings — it’s about connecting with local prospects who are actively searching for real estate services in your area. By implementing the methods described above, you can enhance your online visibility and position your real estate business for success in local search results and beyond.

Over the past couple of years, artificial intelligence (AI) tools like ChatGPT have revolutionized the way we approach content creation. While AI can’t replace the human touch required to tell compelling stories and create a personal connection with your audience, it can significantly enhance your content strategy. 

In a recent post, we talked about the importance of having a clear social media content strategy. Today, we’re exploring how AI can streamline the process by helping you generate fresh and diverse content ideas. 

ChatGPT can be used to help you brainstorm a wide range of topics, ensuring you never run out of content ideas. It can help simplify the content creation process, offering new perspectives and ideas that might not have been considered otherwise. Additionally, automating parts of your content creation allows you to focus your energy where it matters most: on crafting valuable content that resonates with your dream clients.

Keep reading and discover how you can prompt ChatGPT effectively, saving you time and effort while still maintaining a strong, personal connection with your audience. 

Effective prompts to enhance your real estate content strategy

When it comes to utilizing ChatGPT, it’s not enough to simply ask it for content ideas and hope for the best. To generate impactful content tailored to your brand (and avoid sounding like a robot), you first have to lay the groundwork with detailed prompts that work for your business. Here’s how.

1. Establish your brand identity 

The first thing to let ChatGPT know is who you are. If AI doesn’t understand you, your business or your goals, the content it generates is going to be generic and unspecific. 

In a previous article, we outlined how a cohesive brand identity can help you enhance your marketing strategy. After you’ve taken steps to solidify your brand pillars and promises, you can begin your content creation efforts by inputting this information into ChatGPT. 

Here’s an example:

“I’m a real estate agent in [insert your city]. My brand pillars are [insert your brand pillars]. My target audience includes [insert your target audience, e.g.: first or second-time home buyers who want help navigating the complexities of the real estate market]. I promise my clients they will [insert brand promises, e.g.: ​​feel confident and at ease in their real estate journey]. My content goals are to [insert content goals]. Now, imagine you are my content strategist, keeping this information in mind as I continue to ask you more questions and create content.”

2. Dive into data and research

Research is a crucial step in developing relevant content that converts. ChatGPT can assist you in brainstorming new strategies, gaining deeper insight into the needs and desires of your target audience and identifying popular trends across different social media platforms. 

Here are some ways you can prompt ChatGPT to collect valuable data and research.

Brainstorming strategies

• “What are innovative marketing strategies for real estate agents working with a similar target audience?”
• “How can I differentiate my real estate business from competitors?”

Understanding your target audience

• “What are the key characteristics of [insert target audience] in [your city]?”
• “What are the main objections holding my ideal clients back from hiring me?”

Identifying popular trends

• “What are the current trends in real estate content on Instagram?”
• “What type of content is performing well on Instagram right now?”

By using ChatGPT as a research tool to collect current data, you can develop a broader understanding of your target market and create highly relevant and engaging content for your audience.

3. Generating content ideas

Now, the content creation begins. Once you’ve gathered essential insights, leverage ChatGPT to spark a wealth of tailored content ideas for your real estate brand. After you’ve asked one of the brainstorming questions listed above, try this prompt:

“Now, with everything you know about my brand pillars and content goals, generate a list of 20 related content ideas that align with my business and will perform well based on current social media trends.”

4. Editing and refining your content 

Lastly, ChatGPT can be a powerful tool for fine-tuning your content. For example, you might ask it to:

• “Edit this email to increase conversions.”
• “Rewrite this Instagram caption to be more engaging.”
• “Revise this paragraph to better align with my brand voice.”

Remember, ChatGPT lacks the human component, and it may take some trial and error to get the hang of it. While AI can’t replace the human touch in storytelling, it can significantly enhance your content strategy by streamlining the creation process. 

One of the biggest advantages of using ChatGPT is the ability to reclaim your time. By automating the more tedious parts of the content creation process and integrating AI into your workflow, you can ensure that your content is consistent and engaging without spending countless hours brainstorming and drafting.

As a real estate agent, establishing credibility and attracting new clients hinges on social proof — and nothing showcases your expertise quite like client testimonials. 

Testimonials serve as a valuable asset to your real estate business, providing a powerful differentiator that sets you apart from the competition. They not only validate your skills and professionalism but also offer tangible insights into the client experience you provide.

By proactively seeking feedback and encouraging clients to share their positive experiences, you demonstrate a commitment to excellent service while also creating a sense of trust from your community. Each testimonial is a testament to the satisfaction and enthusiasm of your clients, highlighting the value you bring to the real estate journey. 

Today, we’re sharing our proven process for securing high-quality reviews that give your ideal clients a glimpse into what it’s like to work with you. Plus, you’ll learn a unique approach to showcasing these success stories in your marketing to increase your impact, boost engagement and win over prospects.

Understanding that timing is everything

Knowing when to request a testimonial is crucial. For real estate agents, this is typically one to two weeks before or after closing. By making your request when your client is feeling positive about their experience with you, you’ll increase the likelihood of receiving glowing feedback. 

Providing guidance

The biggest obstacle to securing high-quality client testimonials is that individuals are often unsure of what to write in their feedback. The most effective way to combat this is to ask your client specific questions within your request. You can also encourage clients to mention details like the name of their city or particular services you provided to increase searchability on Google. 

Crafting the perfect ask

When requesting a testimonial, the goal is to ensure client feedback is as detailed and specific as possible (a generalized, one or two-sentence review isn’t likely to create a lasting impression). Be sure to ask your client to provide thorough descriptions of their experience — this helps future prospects visualize what it’s like to work with you.

Here’s a template tailored specifically for real estate professionals, based on what we use in our marketing agency when requesting client reviews:

“Hi [NAME],

We’re almost at/we’ve crossed the finish line!

I’ve loved working with you and I’m so grateful you trusted me to buy/sell your home. We’ve come so far together! It would mean so much if you had a few moments to provide your feedback on our time together and leave a Google review [LINK]. Or, if you’d prefer, you can send your review directly to me. Your words go such a long way. 

To make things easier, I’ve included some questions you can consider answering in your review. The more details you can provide, the better!

1. What initially attracted you to work with me as your realtor?

2. How did I assist you throughout the home buying/selling process?

3. What specific aspects of my service stood out to you the most?

4. If you were recommending my services to a friend/colleague, what would you tell them?

Thank you for your support!”

Showcasing your review

Once you’ve gathered your feedback, it’s time to share your review in your marketing. But it’s not enough to simply post a graphic and hope your ideal clients take notice. Instead, try swapping the usual client testimonial post for a story that paints a picture of the client’s real estate journey.

For example, you might highlight how you assisted a client in navigating a competitive market to secure their dream home or how you advised a homeowner on strategic renovations that boosted their property’s value, leading to a quick and lucrative sale. The key is to tell the story from the client’s point of view, demonstrating your ability to deliver tangible results and solve real-world challenges for prospects.

In a referral-based business like real estate, testimonials from satisfied clients are a highly effective marketing tool. Not to mention, they’re completely free. 

But remember, testimonials aren’t just about getting more clients and closing more deals — they’re about building trust and credibility within your sphere of influence. This means that the best way to land high-quality reviews is by ensuring a shining customer experience is your number one priority. 

By following this framework, you can leverage social proof to strengthen your brand’s credibility, stand out from the crowd and attract more ideal clients with ease.

Social media is what we make of it — for better or worse. I recently shared how competition drives innovation at the best of times, but when things are tough, comparison leaves us miserable. Expanding on what’s helped me achieve authenticity with integrity, here’s some more food for thought.

Build a real brand

I’m not talking about pretending you’re on a private jet or going to Fyre Festival or driving your Bugatti, unless that’s your actual life. I’m talking about thinking about what makes YOU happy and finding those in alignment. 

Here’s an example from my experience.

Jiu-jitsu is a bit of a niche sport. Maybe not so much these days, but when I started back in 2005 it was akin to the movie Fight Club in most people’s minds. As a kid I was bullied and martial arts was something I naturally gravitated towards. Having made it a part of my life for more than a decade, it taught me discipline and resilience and I still give it credit for much of my success today. I didn’t share much about my life in that world back then because I never thought it mattered. Why would anyone buying real estate care about jiu-jitsu?

The reality was I was overlooking the fact that on the mats daily were police officers, lawyers, musicians, tradespeople and everything in between. As I shared more and more about my progression in the sport, more people would engage on those posts and my newest listing or sale — by a LARGE margin. DMs would come asking for gym recommendations — they would show up and I would make new friends. Then it clicked again when I met one of my mentors, Ryan Serhant, who said, “No one wants to be sold, but everyone loves shopping with friends.”

In one year I did close to a dozen transactions strictly from my gym family. I helped them relocate the building, all without ever pitching anyone. 

Actually, when I think about it, I ACTIVELY didn’t speak about real estate, but it always came up. Because through my content, I was sharing what I was doing day-to-day when I wasn’t in the gym. This led to giving my people the ability to decide if I was right for them. Rather than trying to sell someone who would never want to work with me anyway, this was a much more natural and sustainable approach. Not to mention the hack of getting to do something I love all while building my business.

So what is it you love? Restaurants? Sewing? Fitness? Fishing? Cars? Cats? It doesn’t really matter. What matters is that you don’t hide your light. The more you shine your light, the more the right people can find it.

Tell stories of your true journey — reputation is built over time but lost forever in a moment

People love stories. They love hearing about struggle and, more than that, when the underdog overcomes the struggle. New agents struggle with what to share and often make the mistake of trying to showcase they are more advanced in their careers than they actually are.

 A trend in real estate is new agents booking “previews” of luxury listings and attempting to showcase those listings as their own. They’re hoping to build a reputation of being a “luxury agent” without having the skill set to go along with handling clients of this calibre and complexity.

There’s nothing worse than getting an opportunity for a sale, only to have them know very quickly that you’re not qualified. Reputation is something built over time but lost forever in a moment. 

Instead, share your ACTUAL journey and where you’re at. People want to be part of the come-up.

Just learning contracts? Take time to be around people with experience and share that journey with your community. Formulate unique perspectives and insights. You’ll quickly find that people appreciate frank candour rather than being sold.

For example, I once shared about the residency clause in the typical APS. I learned that a BUYER could be liable for capital gains if the seller was a non-resident and fled before paying. Furthermore, if the agents didn’t do their due diligence in identifying the parties, they could be sued.

I shared this in a post on Instagram when I only had 150 followers. A builder was in the middle of a deal, saw the video and told me he saved himself from a costly mistake. He never liked the post. He never shared it. But, he did call me for coffee and a partnership which, to me, is far more valuable. 

Social media can save you from the wrong clients

I almost forgot to mention how much social media saved me from the wrong clients. The business we’ve built would not survive on a discount model. That’s not saying that a discount model doesn’t work for others or is wrong, it’s just not what we chose. 

Putting out as much content as we have, I’m positive that we’ve saved hundreds of hours of effort from working with people who don’t see the value in what we do. 

There are nearly eight billion people on the planet. If only one billion want to sell their houses with me, I’m okay with that. Every “no” gets me closer to that one billion. 

Now what?

You’ve now peeked behind the curtain. You realize that the “fake” side of social media will always be there. At the same time, you realize the “social” side of social media is underutilized. 

It doesn’t mean you need to dance on TikTok. It doesn’t mean you need to book a trip and hire a lifestyle photographer — unless, of course, that’s who you really are. Instead, it means that it’s okay to be yourself.

Share your interests. Share your passions. Find the place where the things you love intersect with what people will pay you for. Share it consistently for long enough, and I’m sure a builder will be calling you before long for that coffee that you always wanted. Attract the right people. Repel the wrong ones.