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The internet has made information about home buying more available and accessible than ever before. Potential clients are free to peruse online listings, vet Realtors, and do plenty of homework on their upcoming purchase without the assistance of a Realtor. Once they’re ready to include a Realtor, everyone’s sister’s cousin’s hair dresser happens to be a Realtor.  Because of this wealth of information in a highly-saturated field, it’s becoming increasingly important to set yourself apart as a local expert. To do this, you’ll need a well-coordinated social media outreach, strong email campaign, and the knowledge and content to support an authoritative online presence. 

The goal is to target and reach an online audience and then cultivate those leads into clients. In order to do this, it’s important to demonstrate your local expertise and effectively communicate that value proposition to a buyer. In 2020, that’s going to look a lot like this.

Relocation Guides are out, Neighborhood Guides are in. These are hyper-local websites where prospective buyers and sellers can learn about a community they might want to buy in. 

Based on Google Trends Analysis

Go local. Plaster your website and social media pages with the most visually stunning and authentic local scenery. Include lots of pictures of the town to introduce the area and position yourself as an authority on your locale. If you aren’t a photographer, hire a good one to make sure that your website conveys warmth, depth, and an insightful familiarity to your target audience. After all, people searching for their next home want to connect to a community. They’re looking for a home—not just a house. 

Position yourself as a local expert: a neighborhood guide is a resource to help buyers figure out if they want to put down roots in a community. Dedicate blog posts to answering questions about buying a home in your town. Highlight anything of interest in your social media posts. The best way to captivate your audience is by creating a stunning website (mobile-optimized, of course) with plenty of local content. 

Finally, participate in the community. Sponsor a Little League team (or whatever is appropriate) so that your name is on the back of their t-shirts. Invest locally and highlight the connection to cement your status. 

Email is not dead! Build a fantastic email newsletter and capture local attention, this will build a killer marketing list.

Average expected ROI is $32 for every $1 you spend on email marketing.

Build your email list and nurture those contacts with pertinent information. Consider writing an eBook on “house buying in your area” or something along those lines to generate leads. 

Once you have these leads, stay in communication. Follow up with relevant information that corresponds to either the community and/or their stage of the home buying process. If they’ve been to one of your open houses, make sure to send notices of other upcoming showings that may interest them. 

Get automated! Plan and schedule content to distribute on social media. It builds authority on the community and the local real estate market. 

Automation is proven to boost sales productivity by 14.5% and reduce marketing overheads by 12.2%.

An active, comprehensive social media presence is imperative for today’s Realtor. It is the curated information that will likely be the first interaction that you have with a client. Keep it current, keep it relevant, and keep it constant. Share listings and make them shareable. Make sure to include a way to get in touch with you as well. 

Use a CRM (customer relationship management) tool to help you stay on top of this. A well-designed CRM will enable you to keep track of contact and communication with each lead as well as information on deals with each client. 

By building your online social media presence, you show that you’re in touch with the community and know what your potential buyers and sellers need. Schedule posts across platforms to reach more people and position your brand as the local expert. 

Create stunning visual assets to share along with the content.

81% of people only skim the content they read online which makes visual assets even more valuable.

Stunning visuals are vital to your online success. Don’t scrimp on hiring a professional photographer for listings & of the local community. You may also want to consider enlisting professional video or graphic design help. Virtual tours are popular with today’s homebuyer because they give them an accurate feel of the layout of the house. This allows the client to save time by narrowing the list of properties to see in person.

Use these high-quality pictures on social media. Instagram is a great way to share pictures of listings and inform your followers of upcoming open houses, etc. Share them on Facebook, too. Each time you share a video or image, your followers are allowed to increasingly engage with your brand—more so than they can with just text.

Cultivate leads with landing pages and Facebook/Instagram lead ads to a retargeted audience.

Consumers are 70% more likely to convert with Retargeting.

Optimize your online presence by targeting your advertisements. Paid ads get your brand and your value proposition in front of buyers who are interested. Once you’ve got them to click through, make sure that they arrive at relevant landing pages with a strong call to action—getting you to help them buy or sell a home! Use master search marketing tools and Search Engine Optimization or hire someone who does to get you in front of the right people. 

Continue to evaluate click through rates and hone your online strategy. Spend the money on retargeting to make sure that you don’t miss out on any leads and refine your process as you see what works or doesn’t. Success here is all about adapting to the changing needs and approach of your client base. 


In 2020, maximizing your reach through digital marketing is the most effective way to influence new buyers and sellers. Tools like social media, including Instagram and Facebook, are a great way to highlight your local acumen, build your online presence, and put your message in front of your potential audience. 

Curate your collection of posts to position yourself as a local authority and maintain constant contact with your follower base with scheduled posts. Once you have their interest, nurture those leads and lead them through the home buying process. Invite them to open houses, email newsletters that touch on current buying trends and statistics—whatever you can do to foster the online connection. 

Refine your methods by tracking what ad revenue generates the most and best leads. Spend time retargeting potential clients through Facebook or online to make sure that they land on your pages and understand what you bring to the table. 

At the end of the day, these methods all have one thing in common: knowing your customer. Mastering these top trends next year will make sure that you do exactly that!