Getting More Traffic to, and Exposure for, Your Real Estate Listings Online
The way you market your listings matters to potential sellers, and so does your ability to explain your approach. Sellers are more informed about the digital space than ever, and a lot of them will want to know about your plan to market a property effectively online, to an audience that may not even see the home in person.
When you have a new listing that you’re ready to market, there are a lot of things that go into setting it up for success: photography, videography, staging, advertising, and more, all to make sure the property looks its best and gets the widest possible reach.
Regardless of which services you use, there are two main goals when you’re marketing a property: making sure it shows well and is visually appealing to potential buyers, and making sure it’s seen by as many of the right people as possible.
As a general rule, the better your listing looks and the more people that know about it (and learn about you, your business, and your brand in the process), the more successful your marketing campaign was.
But beyond just promoting the property for your seller, there are goals that benefit you as an agent too. Every listing you market is an opportunity to bring more traffic to your website, connect with potential buyers who aren’t working with another agent, and show your network that you’re active and listing properties. The way you market your listings is a direct reflection of your overall marketing strategy.
Through Your Social Media
Social media is one of the most obvious places to promote a listing, and it gives your community the chance to learn about the property while also seeing that you’re active as an agent.
One common mistake a lot of agents make is giving their audience way too much information about the listing in the social post itself, which removes any reason for them to click through to learn more.
The goal of promoting a listing on social media isn’t just to get people to see the property in a post. It’s to get them interested enough that they click through to your website to learn more about it.
That click is what creates value for you as an agent, because it brings traffic to your website, gives the visitor a chance to explore your other content, and builds the kind of engagement that supports your overall digital strategy.
As part of your promotion on social, focus on the highlights of the property, but always encourage people to visit your website for the full details. You should share enough to create interest, but not so much that the post becomes a substitute for the listing page itself.
★ Want to learn more about using social media effectively? Have a look at these posts:
- Why You Should Have an Internal Social Media Destination Page
- Outsourcing Your Social Media Management as a Real Estate Agent
- Building a Successful Content Marketing Strategy
Through Your SEO Strategy
In an ideal world, when someone searches for one of your listings online, the search results would have a link to your listing, on your own website, in the first couple of results. But that isn’t easy to achieve without a strong SEO strategy already in place.
Search engines want to return the best, most relevant results for the person searching, and even though it’s your own listing, your website may not be authoritative enough to beat out the larger, higher-traffic listing websites. That’s why the work you do on your SEO strategy before you even get a listing matters so much.
If you have a well-planned digital strategy and you’ve invested in building your website’s authority over time, ranking your own listings becomes a realistic possibility. And when it happens, it pays off in a major way by bringing in organic, qualified traffic from people who are genuinely interested in the property.
Having your listings rank organically in search results is also a powerful stat to share with potential sellers as part of your listing pitch. It shows that your marketing strategy extends beyond just putting a sign on the lawn and posting on social media, and that you have the digital presence to back it up.
For example, if you can show a seller that your previous listings ranked on the first page of Google alongside the large listing websites, that’s a meaningful differentiator that most agents can’t offer.
Through Your Email Marketing
When you have a new listing, promoting it to your email marketing database is a natural fit. A marketing email that showcases the property and encourages people to click through to your website creates several opportunities at once.
It builds interest in and exposure for the property. It drives traffic to your website. It gives you a reason to reach out to your database and remind them that you’re active. And it reinforces to your audience that you’re carrying listings and actively working in the market.
The key, just like with social media, is to share enough to spark interest but always drive the click back to your website. The listing page on your website is where the full experience lives, and every visit to that page strengthens your website’s overall engagement metrics.
★ Want to learn more about email marketing and building your strategy? Have a look at these posts:
- Building an Inbound Email Marketing Strategy
- How (and Why) to Build Trust With Your Audience Using Your Email Newsletter
- Creating a Returning Visitors Marketing Strategy
Through External Sources
Even with a strong marketing strategy in place, there’s a cap on the reach you can achieve on your own. That’s where getting your listings featured on other reputable websites becomes valuable.
When a digital publication, a local news site, or a community blog writes about one of your properties and links back to your website, it creates exposure beyond your own audience and builds a quality backlink to your website at the same time. The more authoritative the source, the more that link strengthens your own website’s authority, which benefits everything else you’re doing in your digital strategy.
This kind of earned media is also one of the harder things to get, but that’s what makes it so valuable. A well-written, detailed article about a unique property on a credible third-party website is the kind of exposure that you can’t buy, and it sends strong trust signals to both search engines and AI platforms about your brand and your listings.
Exposure That Works for You and Your Clients
Marketing your listings well isn’t just about getting the property sold. It’s about using every listing as an opportunity to bring more people to your website, build your authority, and strengthen your overall digital strategy.
The more channels you use, and the more intentionally you drive traffic back to your website, the more value each listing creates for both your clients and your business.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.
