Developing a Realtor Marketing Plan

Ryan Serhant trusted me to market his real estate sales course. Two months later, we did $500K in sales in just two weeks. Here’s the 4-step process I used: When Ryan hired me to lead the marketing for his new real estate sales course, Sell It Like Serhant, I was thrilled, but nervous: • I was 20 years old. • I recently left my job at VaynerMedia to start an agency. • I knew this could be a HUGE case study if I delivered. So, I swung for the fences. Feeling inspired, I decided to try creating a marketing strategy using psychographic data. Unlike demographic data, which focuses on factors like age, sex, and location, psychographic data focuses on interests, lifestyles, and behaviors, providing deeper insights into motivations, preferences, and decision-making processes. So, I reached out to world-famous market researcher Howard Moskowitz, and I asked him to help me… 1) Conduct Market Research We launched a study in New York with 100+ participants to assess how different descriptions of Ryan resonated with different demographics. Here’s an example: Younger audiences (18-24) found a “former hand model turned real estate agent” more engaging than “a 35-year-old self-made millionaire,” which slightly older audiences (25-44) favored. Our assumptions: → Younger audiences found it compelling that an unconventional start could lead to success. → Those closer to Ryan’s age admired his achievements within their own timeframe. Takeaway: Relatability drives engagement. 2) Segmentation Using the data from our research, we began segmenting Ryan’s audience: • Young people with an interest in real estate • Entry-level agents • Experienced agents • Agents with kids • Agents in key markets … and the list goes on. In total, we created 20+ different groups (including overlap). 3) Develop an Ad Strategy Next, we scripted video ads for each segment. Each script incorporated learnings from our research, positioning Ryan in a way that we knew was most likely to resonate with the specified audience. This got our “foot in the door.” From there, we spoke to their pain points: Young people → feeling lost Entry-level agents → starting Experienced agents → scaling Agents with kids → time management NYC agents → competitive market Using these pain points, we positioned Sell It Like Serhant as the solution. 4) Launch! Ironically, this was the easiest part. I set up the campaigns in Facebook Ads, uploaded our assets, and hit “publish.” As the saying goes: “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” – Abraham Lincoln We had already sharpened the axe, so when the ads went live, we saw crazy results: → Sold $500K+ of the course (over 1,000 purchases!) → Best-selling course on Thinkific in 2019 → 2nd best-selling course on Thinkific of all-time … in just two weeks! Know your audience. Speak their language. Solve their problems. Whether it's ads or organic content, that’s how you drive results.

𝑾𝒉𝒂𝒕 𝒕𝒐 𝒅𝒐 𝒘𝒉𝒆𝒏 𝒚𝒐𝒖 𝒍𝒂𝒖𝒏𝒄𝒉 𝒊𝒏 𝒂 𝒏𝒆𝒘 𝒎𝒂𝒓𝒌𝒆𝒕? A #RealEstate Take by a Marketer. Few months back, I launched our first project 𝐂𝐚𝐥𝐚𝐝𝐢𝐮𝐦 in Pune for Casagrand Premier Builder Limited. Being in the RE space, it's always interesting and insightful to see and know what all should we do from a marketing standpoint(from the scratch). Sharing what I did, which may be helpful for some. Simplyfying it to make it less jargon-ish and more understandable. 𝐒𝐓𝐄𝐏 1) I started with a 𝒅𝒆𝒕𝒂𝒊𝒍𝒆𝒅 𝒎𝒂𝒓𝒌𝒆𝒕 𝒂𝒏𝒂𝒍𝒚𝒔𝒊𝒔 to understand Pune’s demand-supply dynamics , a.k.a what works in that market (from basic communication, to expectations of buyers, understanding the fast-moving stocks of competition, pricing , preferred property types, and target customer, we did a quarter-long planning to conceptualise the product and bring life to it . I spoke with my colleagues/ peers from this space operating in Pune and Mumbai to understand clearly that what works here may not (and actually doesn't) work there. FGDs with localites, Surveys of select customers, and Tele-Calling responses helped me understand customer responses and sentiments. 𝐒𝐓𝐄𝐏 2) A detailed 𝒇𝒆𝒂𝒔𝒊𝒃𝒊𝒍𝒊𝒕𝒚 𝒔𝒕𝒖𝒅𝒚 that helped me evaluate project viability, cost estimates(cost of developing marketing project office, model house, marketing assets, and collaterals, etc), expected revenues, and return on investment is the key to ensure you don't run short of money after spending. New zone means unexpected/unplanned expenses! 𝐒𝐓𝐄𝐏 3)A strong 𝒊𝒏𝒕𝒆𝒈𝒓𝒂𝒕𝒆𝒅 𝑮𝑻𝑴 𝒑𝒍𝒂𝒏 From offline to OOH, print, digital, radio, virtual walkthrough, we made a kickass plan to announce our big launch and most importantly, implemented/executed it to the core with the help of cross teams and agency partners so that we were heard and noticed by customers. Our South Indian legacy had to be narrated to the customers and we ensured that every experience touch point we had carefully and thoughtfully curated, at the site, had made sure that our customers acknowledge what we have for them. That helped them build trust on us. Countless phone-calls, excel-sheets, negotiations with people etc translated to 𝒔𝒐𝒎𝒆𝒕𝒉𝒊𝒏𝒈 𝒓𝒆𝒂𝒍𝒍𝒚 𝒃𝒆𝒂𝒖𝒕𝒊𝒇𝒖𝒍... 😊 (More to follow...) #projectplanning #realestate #pune #casagrand #projectlaunches #integratedplanning #marketing

We recently worked on a luxury real estate project in Noida. The challenge? The client had already spent heavily on Meta Ads—with very little to show for it. “We’re getting leads, but none of them are serious.” That’s what they told us on Day 1. Here’s what we discovered 👇 Most real estate brands push out ads like billboards—wide reach, flashy offers, no funnel. But in today’s market, attention alone doesn’t close deals. So we did it differently: 1. Narrow Audience Targeting We filtered by intent, not just demographics. Think NRIs, high-income IT professionals, and families actively engaging with real estate content. 2. Story-First Creatives No loud price tags. No urgent “last unit left” screams. Instead, we focused on how it feels to live there—morning light in a corner flat, the quiet of a gated space, the promise of a long-term investment. 3. A Funnel That Warms Cold leads became warm with: → Walkthrough video retargeting → WhatsApp follow-ups → Booking-focused remarketing ads → CRM automation for site visit nudges The result? We hit 6.4X ROAS. Real leads. Real bookings. Real momentum. #RealEstateMarketing #DigitalMarketingCaseStudy #LuxuryRealEstateIndia #PerformanceMarketing #MetaAdsSuccess #MarketingStrategy #LeadGenerationExperts #RealEstateLeads #GrowthMarketing #NoidaRealEstate #6XROAS #MarketingWithIntent #AspireAds Aspire Ads

Here's a tactical Tuesday marketing strategy that I share with our real estate agents. Top Lists Content Strategy Most agents are sitting on content gold and don't even realize it. Here's what I mean: Your market just made a "Best Places to Live" list. Or "Fastest Growing Cities." Or "Top Markets for Remote Workers." That's not just a headline. That's a content opportunity most agents completely miss. Here's the strategy: When your market shows up on a top list, create content around it. Not just a share with a generic caption. Actually USE it. → Do a green screen reaction video breaking down what the ranking means → Interview someone from the company that created the list → Explain WHY your market made the list and what it signals → Connect it to what buyers and sellers in your market need to know right now Why this works: These lists are already being searched. People are already looking for this information. When you create content around them, you're tapping into an audience that extends way beyond your current followers. You're positioning yourself as the local market expert who has insights, not just someone who shares other people's content. You're meeting potential clients where they're already spending time – researching markets online. The execution is simple: 1. Set up Google alerts for your market + "top lists" "best cities" "rankings" 2. When something hits, create content within 24-48 hours while it's trending 3. Don't just regurgitate the list – add YOUR insight and local expertise 4. Make it visual – video performs better than static posts 5. Tag the source if appropriate – sometimes they'll share your content I've watched agents turn a single piece of "top list" content into weeks of engagement and multiple new client conversations. The content is already out there. The interest is already there. You just need to connect the dots. #realestatemarketing #contentstrategy #realestateagents #marketingtips #contentcreation

Every week, I talk to business owners who are exhausted from the constant hamster wheel of creating content, showing up on social media, and hustling for every single lead. Meanwhile, their competitors are getting leads in their sleep. The difference? A strategic SEO system that works around the clock. SEO isn't just about rankings or vanity metrics. When implemented correctly, it becomes an automated lead generation engine that: → Attracts your ideal clients when they're actively searching for solutions → Captures their information through strategic opt-ins → Converts them into paying clients through well-designed funnels Here's how to build this system for your business: 🔥 Step 1: Attract aligned leads to your offers ↳Attract aligned leads to your offers that become repeat buyers without hustling on social media or spending thousands on paid ads. Most businesses create content based on what they think people want to read. Successful businesses create content based on what people are actively searching for. The key is focusing on keywords with commercial intent—search terms people use when they're looking to solve a problem or make a purchase. For example, one of our real estate clients shifted from general topics like "home buying tips" to specific queries like "how to buy a house with student loan debt." This simple change brought in highly qualified leads who were much closer to making a decision. 🔥 Step 2: Create standout content that captures ↳Create standout content that captures the needs and desires of your leads + leaves them booking inquiry calls or opting into your freebies. Rankings mean nothing if visitors leave without connecting. For every piece of content you create, develop a relevant touch point that provides additional value related to the search query. (ex. lead magnet, related piece of content, call booking link, application form, etc.) Our financial coaching client saw their conversion rate jump from 1.2% to over 7% when they replaced their generic "take the quiz" with targeted language specific to each blog topic. 🔥 Step 3: Convert your audience into paying clients ↳Convert your audience from potential customers to paying clients through a sales and organic content process that does the work for you. Once you've captured a lead, the system should continue working. Implement email sequences that nurture these leads based on their specific interests. Tag subscribers based on which content they found you through, and tailor your messaging accordingly. This approach has allowed our clients to see consistent sales from leads who found them months ago—often from people they've never directly spoken with. ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I’m on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

Real estate marketing isn’t about throwing ads everywhere and hoping for results. It’s about precision. We recently worked on a project that proved this again. Here’s what made the difference: ✅ Targeting the right audience – Instead of broad, generic targeting, we focused on people actively searching for properties—first-time buyers, investors, and home upgraders. ✅ Ad creatives that convert – High-quality visuals weren’t enough. We crafted messages that spoke to buyer emotions: security, investment potential, and future growth. ✅ Lead qualification process – Not every inquiry is worth chasing. We built a system to filter high-intent leads, saving time and increasing conversion rates. ✅ Retargeting & follow-ups – Many leads don’t convert immediately. We used strategic retargeting ads and automated follow-ups to stay on top of their minds. This approach didn’t just bring in leads—it brought in the right leads. The result? Lower ad costs and higher closing rates. What’s one challenge you face in lead generation? Let’s discuss in the comments! ⬇️ #RealEstateMarketing #LeadGeneration #MarketingStrategy #DigitalMarketing

After working closely with real-estate owners, one pattern keeps showing up. They’re not short on effort. They’re short on leverage. Most are doing the “right things”: Running ads. Posting listings. Following up manually. Yet results stay inconsistent. Here’s how we helped real-estate owners with our marketing strategies and proven funnel. We stopped treating marketing like advertising… and started treating it like a sales system. Instead of chasing attention, we engineered intent. • Messaging built around real buyer and seller psychology • Local market positioning that filters out low-quality leads • Pre-qualification before the agent ever gets on a call • A funnel that works in the background while deals get closed The shift was simple but powerful. Owners went from reacting to leads to choosing who they speak with. From uncertainty about ad performance to predictable appointment flow. Authority isn’t built by running more ads. It’s built when your market understands why you are the logical next step. And that only happens when marketing and sales finally work as one system. #RealEstateAuthority #RealEstateOwners #PropertyBusiness #RealEstateMarketing #LeadQuality #SalesSystems #BusinessPositioning #GrowthStrategy