5 Tips for Marketing Your Real Estate Business and Reaching More Clients

1. Define the ideal client

Just as with any marketing strategy, you need to know who you want to target. The initial step in the process is to define the general characteristics of the group. While it’s important to address each individual’s unique personality, having a good handle on the group’s traits will help define your marketing strategy. This includes the media (brochures, advertising, videos, events, showings, social media, etc.) you employ to reach your target audience, the images you use and the language and tone of your content.

2. Make a list of the type of clients you want to work with

A broad range of affluent clientele makes up the luxury real estate market. This includes tech entrepreneurs from both established and start-up companies, individuals in the entertainment industry and C-suite executives in the finance sector, as well as sports figures and others. Decide if there is a specific niche you want to target, such as first-time or experienced buyers, international buyers or eco-conscious individuals, for example. Consider other factors like the price range of the homes and the type of homes (discreet vs. opulent) that will fit your buyer’s profile. Knowing this will help you in how you proceed to network with — and market to — the individuals with whom you want to work.

Related: 8 Types of Clients and How to Deal With Them

Have your team (or hire an assistant) help you in targeting your marketing materials and advertisements to people with behaviors and interests that are consistent with the types of clients who can afford the premium properties you represent in specific locations.

3. Build a sphere of influence

Develop contacts and generate leads from the network of people you know, including family members, friends, neighbors, colleagues, business associates, classmates and social connections. Reach out and establish relationships with family offices and advisory firms that manage the wealth of high net worth clientele. The wealthy invest in real estate and could become potential clients in the future. Learn about each person in your sphere of influence and keep in touch with him or her on a regular basis.

In addition, network with other real estate agents who can help you connect to buyers and sellers.

Related: 6 Ways to Build Rock-Solid Business Relationships on LinkedIn

4. Establish a consistent local presence in your newspaper

Although this may sound old-school, having a consistent presence in your local newspaper prominently displaying your business name and ad listings works. Spend the money to place a listing on a full-color, full-page or double-page ad on a regular basis so you can ensure people see it when flipping through the paper. Not only will this help you get buyers wanting to view the listing, but your consistent presence in the paper will reinforce your experience and credibility in the marketplace.

In addition, reach out to high-end local publications (print and digital) to feature your business. Offer your real estate expertise and write articles that are helpful for buyers and sellers.

5. Use your digital footprint

Conduct an audit of your website. Has the website design been updated recently, or are you simply having new listings added? If you haven’t updated your site in the last couple of years, it’s time to do so. Hire a professional to create a beautiful, contemporary, UX-based, state-of-the-art website that reflects who you are, your experience and successes (i.e. showcase previously sold properties), your staff and the locations and properties you currently represent.