Today, homebuyers browse listings on Zillow, search for neighborhoods on Google, and scroll through photos of homes on TikTok and Instagram. The industry is changing quickly, and marketing strategies must evolve as well.
To keep up with today’s marketing demands, you need to provide a constant stream of engaging and personalized content. It can feel like a full-time job, but it doesn’t have to be. With the right tools, brokers can empower their agents to easily create scalable and branded content so they can focus on engaging prospective buyers where it matters most – online.
The value of brand consistency
For agents, maintaining a consistent brand identity is paramount. Consistent, high-quality content helps build a brand that people recognize and trust. In a home-buying process that can be financially complex and deeply personal, that trust can make all the difference.
At the same time, agents should have the ability to personalize their marketing to meet the unique needs of the communities they serve. Otherwise, they will end up with boring marketing that doesn’t resonate.
One way to ensure a brand is both consistent and tailored is to give each agent secure access to a brand kit with approved fonts, logos and brand colors. The most successful brokerages offer centralized asset libraries where agents can use stock photos and easy-to-use templates for property brochures or social media posts.
Jill DeSilva, Senior Vice President of Product at Engel & Völkers Americas, says, “In any market, but especially in a competitive market, it is our job to provide our consultants with the resources they need to meet the high quality standards of our clients. We recently launched E&V Create powered by Canva, which gives our network access to thousands of custom Engel & Völkers templates to use in their multi-channel marketing campaigns.”
Scaling from print to digital
The shift to digital media has fundamentally changed real estate marketing. According to the National Association of Realtors, 92% of agents use Facebook, 68% use Instagram and 52% use LinkedIn. Technology Survey 2023Well-designed, SEO-optimized websites and email newsletters can also be powerful brand building and lead generation tools.
However, traditional marketing tactics like local advertising, signage, and direct mail are still valuable. The key is integrating these offline efforts with digital strategies for maximum impact.
AI: The new marketing assistant
To develop this powerful omnichannel marketing engine, real estate teams should embrace new technologies such as AI. A recent study In a survey of over 500 members of the Harvard Business Review community, 94% of respondents agreed that companies that invest in creative tools and technologies will be more successful in the future.
When considering what technology to invest in, take a look at the tools agents already use organically. Then consider whether opting for a centralized license would unlock more robust features for agents at a lower price to the brokerage. Consider entire workflows, too. What tools would an agent need to create, schedule, and track social media posts? How about automating custom content generation? A centralized tech stack that works consistently can provide significant time savings.
AI can help with tasks such as creating compelling property descriptions, comparing markets, and predicting trending design elements for staging. Integrating these AI tools with CRM data can enable the automatic creation of personalized content for customers.
Learn more about empowering your agents to design with Canva
With canvasReal estate professionals can easily create everything they need to effectively market their properties, from social media posts to print materials. The platform simplifies content creation at scale for agents and gives brokerages the confidence that their teams are creating high-quality content that is always on-brand.
