Create a Marketing Strategy to Expand Your Brand & Lead Flow
You’ve been in real estate for a few years now. You’ve nailed the basics of prospecting, closing deals, and maintaining a steady income. But lately, you’ve hit a plateau, and it’s clear that without a stronger marketing strategy, growth is going to be tough. You’re still relying on the same lead sources, and while you're making money, it’s not enough to fuel the kind of business growth you know you’re capable of.
At this stage, you’re ready to move beyond maintaining and start expanding. You want a sustainable business that generates consistent appointments and revenue without constantly scrambling for new leads. Level 2 of Tom Ferry’s 8 Levels of Performance is all about creating a formal real estate marketing plan to diversify your lead sources and target new markets. It’s time to use tools like real estate social media marketing and solid real estate lead generation strategies to build a system that works for you.
In this blog, I’ll show you how to expand your market with a real estate marketing plan that will fuel your long-term success. Let’s dive in.
What is a Marketing Strategy in Real Estate?
A marketing strategy in real estate is a formal, measurable plan that outlines how you will attract, engage, and convert leads. At Level 2, this means a real estate marketing plan that will allow you to expand into new territories and diversify your lead generation efforts.
Your real estate marketing plan should include both online and offline tactics. Digital ads, real estate social media marketing, content marketing strategy, and email campaigns are great ways to reach a broad audience. But don’t forget about traditional methods like direct mail or community events.
Make sure to set measurable goals in your business marketing strategy. For example, how many leads do you want to generate per month? How many new appointments will you book? Tracking these metrics will help you optimize your marketing calendar and small business marketing efforts and ensure long-term success.
The best way to do this is with the Tom Ferry Business Plan template – the most advanced real estate business plan available which will walk you through every area of your business and make it easier for you to measure your success. Remember, right now, it’s all about expansion.
How Do You Expand in Real Estate?
At Level 2, expanding your marketing for real estate lead generation means moving beyond your initial market and targeting new opportunities for brand recognition. So, how do you do it? Start by identifying markets that you haven’t tapped into yet – this could be geographical areas, new client demographics, or even different price ranges.
The key to this real estate expansion at Level 2 is targeting two primary marketing channels: online leads and geo farming.
- Online Leads: The digital marketing landscape offers tremendous opportunities for real estate lead generation. By incorporating real estate social media marketing such as video marketing and targeted digital ads, you can attract qualified leads who are actively searching for real estate services. Platforms like Facebook, Instagram, and Google Ads allow you to get the most out of your marketing budget to reach more potential clients and generate consistent appointments.
- Geographic Farming: Along with online strategies, focusing on a geographic farm is a proven method for building a strong presence in your local market. Choose a specific neighborhood or community where you can establish yourself as the go-to agent. By consistently marketing to this area through direct mail, community involvement, and open houses, you’ll create top-of-mind awareness that translates into long-term business growth.
Optimize Your Marketing Strategy to Boost Brand Awareness
To really grow your business, you need to fine-tune your marketing strategy for maximum impact. Start by refining your real estate social media marketing approach. Post consistently on platforms like Instagram, where you can showcase listings, share market insights, and build your personal brand.
Keep your audience and the mechanisms of each platform in mind. Instagram is great for expanding your reach, but you need to post consistently and your content has a short lifespace. On the other hand, YouTube operates more like a search engine and can help you find more serious buyers and sellers through your evergreen content.
Next, make sure you’re analyzing the performance of your marketing strategies. Use analytics tools to see which ads are driving traffic, which emails are getting opened, and where your leads are coming from. This will allow you to adjust your efforts and focus on what’s working.
Finally, don’t forget about your branding. Your real estate marketing plan should always include a focus on brand definition and consistency. Make sure your messaging, visuals, and tone are aligned across all channels to build trust with potential clients.
How to Market Yourself as a Real Estate Agent
Marketing yourself as a real estate agent starts with building a strong personal brand. You are the face of your business, so it’s crucial that you position yourself as a trustworthy expert in the field. Use your real estate social media marketing channels to showcase your knowledge and personality. Share client testimonials, market updates, and success stories.
Another important element of personal branding is consistency. Check out this blog on how to create a powerful real estate brand bible which you’ll use to tell the story of what it’s like to work with you.
And remember, small business marketing is all about building relationships. Make sure to engage with your audience through comments, messages, and direct interactions. This helps build trust and keeps your name top of mind.
Lead Generation Strategies to Expand Your Market
At Level 2, real estate lead generation is all about awareness and spreading your presence. Write down all your marketing and lead gen sources and see which other areas you should be hitting:
- Online leads
- Geographic farming
- Online ads
- Direct mail
- Community events
- Social media
- YouTube
- Meta
- X
- Door knocking
- Phone prospecting
Having a content calendar is essential for business growth. By planning out your social media posts, blog content, and email campaigns in advance, you’ll ensure a steady stream of content that attracts leads and keeps your brand visible.
Don’t forget to automate your lead follow-up! Use a CRM to track every lead, set reminders for follow-ups, and keep all your contacts organized. This will help you convert more leads into clients and maximize the effectiveness of your business marketing efforts.
Leverage Brand Awareness to Level 3
At Level 2, the key to long-term success is a solid marketing strategy. By expanding your market through diversified lead sources, creating a formal real estate marketing plan, and using both digital and traditional methods, you can achieve sustainable business growth.
This is how you get to Level 3, which is where you begin to implement systems that will allow you to scale faster while at the same time alleviating stress. You’ll begin to get more organized, develop a reputation as a community leader, and win back time as you gain consistency.
It’s a better place to be, and Tom Ferry coaching is the most proven way to get there without the years of trial and error it usually takes. We can help you move from Level 2 to Level 7 faster than it takes most agents to get to Level 4.
Want to see how it works? Schedule a coaching discovery call with one of our experts to find out. It’s free, it’s painless, and it’s the most important action that tens of thousands of wildly successful agents have ever made.