Does it feel like you’re building your audience online but still struggling to land new clients?
You’ve already been consistently posting on Instagram and Facebook.
You even send out monthly or even weekly newsletters.
It feels like you’re doing all of the right things.
But your followers are other real estate agents, home stagers, or industry professionals.
NOT people who would actually convert to clients.
To get clients through your real estate marketing, you need to make sure you’re growing your audience with the right people.
While it’s great to connect with peers, it’s CRUCIAL to engage with potential buyers and sellers within your ideal client avatar.
This post will go over a few unique real estate marketing ideas to grow your audience and snag the clients you’ve been waiting for.
Let’s get into it!
Tip 1: Get the Algorithm to Work for You
One major mistake real estate agents make when it comes to social media is focusing on quantity over quality. Too many people focus on amassing as many followers as possible. But without the RIGHT followers, you’re wasting your time.
When your followers are people who aren’t interested in your services, your engagement tanks because your content isn’t relevant to them. A.k.a when you’re trying to sign clients off of social media but your following is filled with other agents… you’re content isn’t going to convert because you’re not reaching the right people.
Without engagement, Facebook and Instagram are less likely to show your content to the people who actually need it.
Having fewer, highly relevant followers works more strongly in your favor than a larger count of random followers.
So, sift through your followers and delete the ones who aren’t relevant to you.
Then, create content that’s super targeted to your ideal client.
Go deep into their hopes, dreams, and struggles to create content that will really resonate.
The more value you offer them, the more engagement your posts will receive, and the more likely the algorithm will work in your favor.
Tip 2: Engage with Your Ideal Clients on Instagram
Another unique real estate marketing idea is to grow your Instagram audience by actively engaging with your ideal clients.
This means putting in the work to find and connect with potential clients in your niche.
Don’t just wait for them to come to you.
Start by finding profiles that match your target audience.
Whether your niche is new parents, empty nesters, or pet owners, look for people in your area who might be interested in your services.
Then, engage with their posts.
Don’t just like their recent posts. Leave thoughtful comments or even share relevant content.
By actively interacting with your ideal clients, you’ll attract new followers who are more likely to become new clients.
Tip 3: Build Your Facebook Network
Your local Facebook groups are goldmines for growing your audience and building your network.
Search for groups in your neighborhood or geographic area, then look for groups specific to your niche.
Once you’ve joined the groups, engage with your community through them.
Answer questions, share your knowledge, and offer advice.
Establish yourself as an authority in the community.
Show that you’re a valuable resource.
Then, once you’ve started building relationships, send friend requests.
Remember, don’t just jump directly into sending out dozens of friend requests the moment you get accepted into the group.
You don’t want to spam group members before you’ve proved yourself as someone who offers value.
Build genuine relationships first and you’ll attract an audience who sees you as a trusted expert.
Tip 4: Leverage Other People’s Audiences
During an event, I once asked how many people in the audience had heard of me from a podcast or training I had done with someone else.
Almost everyone raised their hand.
When you’re growing your audience, don’t be afraid to ask other more established industry experts for help.
Do an Instagram story takeover, go live in their Facebook group, or be a featured guest on their podcast.
You can use their audience to help grow your own. Here’s how:
Find Complementary Audiences and Relationships
The key to leveraging other people’s audiences is to find communities that are complementary to your own.
You should look for communities that serve the same ideal client but in different ways or with different expertise.
For example, if you work with young families, maybe there’s a store in your town that already has a decent social media following.
Offer to do a free training that their audience of new parents and young children would find valuable.
They already have an audience that likely includes families looking to buy or sell property.
By getting in front of these families with your free training, you’re able to reach new potential clients who wouldn’t have known about you otherwise.
Lead With Value
Whenever you participate in an audience swap, it’s not just about advertising in other people’s communities.
It’s about giving true value.
This is something that I see all the time in my Facebook group. I get DMs asking if they can pay me to be able to post in my group.
I always deny these requests, and most fellow group owners do too.
People who build communities want them to be a valuable resource for their members. If you’re going to pitch somebody to do an audience swap, always approach it from the perspective of: “How can I give the maximum value possible to these community members?” Not only will this increase your chances of being invited to speak, but you’ll also get far more leads and clients this way.
People have a tendency to tune people out when they feel they’re being sold to. Lead with value, and audience-swapping will grow your audience AND your bottom line.
Cross Pollinate Audiences
The fastest way to leverage other people’s audiences to grow your own is to “cross-pollinate.”
Basically, think about how you can work together to provide value for each other.
Can you exchange trainings? Maybe do an interview swap? Could each of you take over the other’s Instagram story for a day?
Find ways to collaborate so you both share your respective followers, exposing each other to potential new clients.
Pro Tip: Make Sure You’re Worth The Follow
Leveraging other people’s audiences and cross-pollinating is the most effective way to grow your audience.
However, for it to work, you already need to be producing high-value content.
This way, when followers from your guest audience visit your profile afterward, they decide you’re worth the follow.
Which brings us to…
Tip 5: Master Content Creation
How can you be sure you’re producing high-value content?
First, it starts with your ideal client avatar.
Your social media feed can’t just be filled with promos about your services.
There has to actually be content in there that your ideal client needs to hear.
Create content that speaks directly to their hopes, dreams, and fears. This way, you’ll become a go-to resource for them, building trust and connection in the process.
To do that, there are three types of social media content that you should always be posting:
1. Authority-building content
2. Social proof (case studies, testimonials, PR)
3. Personal content
With these three types of content, you can nurture your new followers so that when they’re ready to buy or sell, you’re the first person they think of.
Ready to master content creation for social media to help grow your business?
Check out this post for a more in-depth look at the three major content buckets for social media: Master Real Estate Content For Social Media With These 3 Types Of High-Converting Posts
Bonus Tip: Facebook Ads
Once you’ve mastered your messaging, the next way to grow your audience is to start leveraging Facebook ads.
With Facebook ads, you can amp up the results you’re getting with your organic marketing.
Keep in mind, this is an advanced strategy. Make sure your messaging is validated and your organic content is successful before advancing to this level of real estate marketing.
Doing ads is like pouring fuel on a fire.
But if what you’re currently doing ISN’T working, ads won’t be the magic spell that fixes it.
Think you’re ready to launch your first ad?
Here’s everything you need to know about Facebook ads for real estate agents: Facebook Ads For Real Estate Agents: 5 Steps To Get Leads On Autopilot
Growing your audience takes time and work.
It’s not something that happens overnight without effort and intention.
However, with these five unique real estate marketing ideas in your back pocket, you’ll be well on your way to growing an audience filled with tons of perfect-fit clients.
Want to dive deeper into these strategies and more?
At The Listings Lab, we give agents the marketing foundations and principles they need to grow their ideal audience and create content that converts.
Book a FREE call today with our team to learn the exact methods that took our members from having no leads through social media to gaining several leads a month organically!
