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.

Earlier this week, Engel & Völkers announced a new, first-of-its-kind strategic relationship with global visual communications platform Canva. The collaboration will offer Engel & Völkers’ network of brokerages and advisors tools designed to enhance their digital advertising and social media presence through video and more.

Every real estate professional affiliated with Engel & Völkers Americas has access to E&V Create powered by Canva, enabling them to easily create high-quality, engaging content, leveraging a library of thousands of Engel & Völkers templates that will be added to regularly. 

Engel & Völkers notes the initiative is part of its ongoing commitment to integrate innovative technologies that enhance the marketing capabilities of its real estate advisors.

“Engel & Völkers is dedicated to providing our advisors with the resources they need, especially in a highly competitive market. Recognizing that many real estate professionals already use Canva, we’ve chosen to align with this trusted platform to provide a next-level marketing solution,” says Jill DeSilva, senior vice president of product, Engel & Völkers Americas.

“The breadth and depth of Canva’s platform makes it perfectly suited for the real estate industry. Real estate professionals can easily create everything they need to market their properties and personal brands effectively and at scale, while brokerages can ensure their teams are producing high-quality content that’s consistently on-brand,” notes Rob Giglio, chief customer officer at Canva. “We’ve worked with Engel & Völkers to tailor resources to meet some of the highest marketing standards in the industry and the unique demands of luxury real estate marketing.”

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.

In 2023, HubSpot reported that the main reason 63 per cent of realtors were using social media was to promote their property listings. Given today’s digital landscape, this hardly comes as a surprise. 

But does social media really lead to leads for realtors?

An end to door-knocking and cold-calling

While the days of door-knocking and cold-calling aren’t quite over yet, social media might be calling for the end of an era.

“I was actually making 50 to 75 cold calls a day when I first started and wasn’t enjoying it,” says Conor Kelly, an agent with Stonehaus Realty. “So, I started doing two TikToks and one Instagram story a day. I was anticipating it to take three to five years to get a decent lead flow. But, a month and a half later, the phones started ringing.”

If you’re a realtor who’s interested in social media platforms but you’re unsure where to start, follow these tips from other agents who live and breathe social media.

Tip 1: Listen to your audience

When it comes to social media, it can be easy to overlook the “social” component. Social media is more than about creating high-quality content — it’s also about engaging and listening to your audience.

When Alex Dunbar, an agent with the Real Brokerage, first started creating content in 2018, he was making videos he thought would be of interest to his audience, primarily on educational topics like explaining property transfer tax or closing costs. But then he started analyzing data on what his audience was actually most interested in.

“Now, I go back at the end of the year and actually look at where all my deals come from,” says Dunbar. “I can tell you I had this many come in through TikTok, YouTube or Instagram.”

Listening to his audience has helped Dunbar create content now that is more aligned with what his audience is truly interested in seeing — whether that’s city and neighbourhood guides, moving and relocation tips or market updates on Greater Vancouver, for example.

Tip 2: It’s not all about you 

Imagine you’re having dinner with someone and they only talk about themselves the entire time. No fun, right?

Same goes for your social media content. It shouldn’t be all about you.

Take Tyler Burrows, an agent with Oakwyn Realty. He’s recently gained social media attention with his hashtag #TouringWithTyler. Burrows regularly posts walkthrough video tours of properties for sale, especially unique ones like lofts, on his social media accounts. The catch? They’re not his own listings.

Now, Burrows estimates that about half of his leads come from social media. Not only has he been able to build relationships with the listing realtors of the properties he’s viewing, but people have begun reaching out to him when they’re in search of properties similar to the ones in his video tours, like lofts.

Tip 3: Don’t let the trolls get to you

While your social media engagement will likely be mostly positive, it might also attract the occasional troll or two in your comment section.

“Some of them are so bad that I can’t even say them here,” says Kelly.

It may be easier said than done, but the simplest advice would be to simply ignore the trolls. 

“I just don’t let other people’s words have power over me,” Dunbar mentions.

Tip 4: Give it time

Becoming a social media sensation isn’t an overnight process. Having a strategy and being consistent is key to a realtor’s success.

“You have to consistently put things out on a daily, weekly, monthly, annual basis to actually start to see results,” says Dunbar. “If people see you one time, they’re not immediately going to like you or build trust with you. But when they see you’ve been doing it over a long period of time, that’s when they’re going to reach out.”

“Views don’t necessarily equal deals,” explains Kelly. “I didn’t get a legitimate lead until I went to a presale in Mission and ended up closing four deals off of that one video.”

But, it took time and a consistent social media presence for Kelly to gain that level of influence from a single video. Gaining credibility and trust might be more important metrics than views, impressions and engagement rates — even if they can’t quite be quantified.

There’s no one formula for social media success. What might work for one realtor might not work for another. It’s about finding your voice and what works best for you.

“The important thing is you do it your way,” says Burrows. “And you stick to it.”

“If you’re not doing video, you’ll be out of the business in 5 years!”

That was over 10 years ago when I got my license. One of the first training courses I attended outside of my brokerage. The speaker went on to say that agents who do video would push the rest out of the business. Hindsight is 20/20 but quite obviously he was wrong.

Video is powerful when done well

I’ve heard this about video marketing and so many other trends in the industry. Don’t get me wrong, video is a powerful tool that when done well can change your business. I’ve used it a lot over the years and it has served me very well. So has blogging, so have podcasts and so have many other methods of content creation and distribution.

There are teams doing 100+ deals a year, and you can attribute a lot of it to their video marketing. One of the most successful agents in Canada, Mark Faris of the Faris Team, you could argue got there by leveraging high-quality video marketing. There’s way more to his success than just video, but that is a key pillar.

You can also find successful agents like Melanie Piche and Brendan Powell, who run the BREL Team in Toronto. They do so mostly through blogging. There’s video in their marketing, but blogging is their key pillar.

But it’s overrated

Video has become one of the most overrated silver bullets touted by – well, let’s be honest – people like me. Not everyone needs to make videos. You can run a successful business without ever making a single video. There’s a time and a place for it and for some, that time might be never.

Picture this: a few months ago before it got blocked, you saw a news story on Facebook. You thought it sounded interesting and wanted to get the whole story. You click on the link and instead of a written article, it’s a 3-5 minute video. How many times do you just exit because you just wanted to read (or skim) the article?

Consider changing situational preferences

Some people prefer to read, some prefer to watch, while others change their preferences based on the situation. Sometimes at home watching the big screen and scrolling on your little screen, you’d rather read so there’s no noise interrupting.

In an ideal world, you’re doing a mix of all different types of content. When you’re getting going with your content marketing, pick one and focus on it. If you’re a great writer, then write. If you’re not comfortable on camera but love speaking, do a podcast. Over time, add in a mix.

I’ve heard speakers talk about this strategy for SaaS companies. Pick one offer, and present it over one channel to one audience, until you make a million dollars.

Find what works for you, grow, then diversify

There are lessons in that for real estate, too. Pick a way to grow your business that works for you, and then double down on it. Don’t get distracted by shiny objects and that new shiny thing you heard about.

As you grow, you’ll need to look at diversifying. I firmly believe any agent can get to 30-50 deals a year through a single method done well. It’s about finding the one that works for you. If you hate doing something, it’s going to feel like a grind. You’re better served doing the method you enjoy.

When done well, video marketing can blow up your business. For the people who put a lot of effort into video and grow their business, it’s because they spend hours doing it. They’re always looking at how to improve it.

Do you know what else could blow up your business if you put consistent time and effort into doing it better every day? Almost anything.

Video can be powerful and I’ll continue to use it, but you don’t have to.

Let it go if you need to

If video has been this daunting thing you felt like you have to do but keep putting off and it’s stressing you out, consider this your permission, as Queen Elsa of Arendelle would say, to just

via GIPHY

(That one was for my daughters.)

Next time, one of my favourite topics: why some of you don’t need to post to social every day.

In a rapidly evolving real estate market, search portals play a crucial role in connecting buyers and sellers with the properties they desire. Realtor.ca, the preeminent brand in Canada, has earned a reputation for providing reliable and trusted data to consumers.

To gain insights into the future of real estate search portals and specifically Realtor.ca, we sat down with Justin Wah Kan, the associate director of Realtor.ca. With his extensive experience in digital marketing and a passion for empowering consumers, Wah Kan shares his perspectives on the evolving landscape and the challenges and opportunities that lie ahead.

REM: Why do you think the platform continues to hold a strong position in the home search experience in Canada?

Wah Kan: Realtor.ca maintains its prominent position in the Canadian market due to several key factors. Extensive research has validated the brand’s trustworthiness, which stems from the high quality of data it offers. Consistency in user experience is also a significant factor, ensuring that users can rely on Realtor.ca as a consistent and reliable resource. Additionally, the national footprint of Realtor.ca, encompassing the majority of MLS listings, makes it a preferred choice for consumers seeking comprehensive and up-to-date property information.

REM: What is the next step for Realtor.ca to elevate the consumer experience? In other words, what do consumers want from search portals?

Wah Kan: Addressing consumer expectations regarding sold data availability is a key goal for Realtor.ca and CREA. Consumers often wonder why local search portals provide sold data while Realtor.ca does not. To bridge this gap, CREA is actively working with regional real estate boards across Canada to incorporate sold data. However, regulatory restrictions on the disclosure of sold information present hurdles that need to be overcome. By empowering consumers with more data, including sold data, Realtor.ca aims to ensure that consumers are better prepared when they engage with a realtor, leading to more meaningful conversations and increased conversion rates.

REM: Doesn’t having more information available to the consumer mean that the role of the realtor is no longer needed or as valuable?

Wah Kan: Despite the availability of vast amounts of information to consumers, realtors remain essential in the real estate process. The role has evolved from being mere information gatherers to becoming trusted advisors who help buyers and sellers navigate the complexities of the market.

In the past, when listings were only available in paper booklets, buyers had to rely on realtors to gain access to property information and determine if it aligned with their preferences. However, with the advent of online platforms, buyers now have the opportunity to conduct preliminary research and explore available properties before engaging with a realtor. This shift in behaviour has allowed buyers to enter the realtor-client relationship with a clearer understanding of their needs and preferences.

Nonetheless, realtors’ expertise and guidance are still crucial in ensuring a successful and well-informed home-buying journey. Realtors bring valuable insights, market knowledge, and negotiation skills to the table, ensuring that properties align with buyers’ specific needs and preferences. The role may have adapted within the evolving landscape of home search, but their expertise and support continue to play a pivotal role in the real estate process.

REM: How will ChatGPT or other such new ways of searching impact Realtor.ca or other search portals?

Wah Kan: While AI-powered search tools like ChatGPT hold potential, the current searching process ingrained in users’ behaviour presents a challenge for complete transformation. The search process on various portals follows a standardized approach, such as drop-down menus and specific search criteria. It will take time to re-educate consumers and transition them to a conversational search experience. While Realtor.ca is closely monitoring these developments, it recognizes that it may not be at the forefront of initiating such a change in user behaviour.

REM: Apart from sold data and a different search process, how do you think the platform will change in the more distant future?

Wah Kan: We envision a future where Realtor.ca offers a truly personalized experience for its users. Taking inspiration from platforms like Netflix, the importance of understanding users’ preferences, such as the properties they have visited, their children’s schools, and the agents they are working with. By leveraging AI and other relevant data, Realtor.ca aims to provide tailored property recommendations that align with individual users’ needs, thereby enhancing the overall user experience.

REM: What’s the biggest challenge Realtor.ca faces in achieving its highest potential or near-term goals?

Wah Kan: CREA’s primary challenge lies in competing with the vast budgets of publicly traded tech companies. While CREA aims to generate revenue and allocate resources efficiently, it is challenging to match the financial resources of large corporations. However, the team behind Realtor.ca remains committed to setting goals for the future and actively adapting to evolving consumer demands. CREA embraces new market entrants and strives to stay ahead of the curve.

REM: Any final thoughts?

Wah Kan: As the real estate industry continues to evolve, Realtor.ca remains committed to providing comprehensive data, embracing personalization, and maintaining the pivotal role of realtors as trusted advisors. By harnessing emerging technologies and collaborating with industry stakeholders, Realtor.ca is poised to remain a leading brand in the dynamic real estate landscape. With a focus on empowering consumers, fostering meaningful conversations, and enhancing the overall user experience, Realtor.ca is at the forefront of shaping the future of real estate search portals in Canada.

Responses have been paraphrased from my conversation with Justin Wah Kan on Jun. 28, 2023