To stand out in marketing, real estate professionals must employ strategic planning, focus on specific niches, tailor messaging, and effectively utilize technology.

In a saturated real estate market, agents often feel inundated with marketing options. However, strategic approaches can help them make genuine connections with clients. Real estate experts Dalip Jaggi, cofounder of proptech company Revive Real Estate, and Shayan Hamidi, founder and CEO of Rechat, shared insights with Craig Rowe of Inman on how agents can distinguish themselves in the market.

Mastering Marketing Essentials

Dalip Jaggi stresses the importance of understanding the customer journey and seamlessly integrating marketing efforts with existing technology. He advocates leveraging tools that offer valuable data insights while ensuring personalized and relevant messaging. According to Shayan Hamidi, winner of the 2023 Best of Proptech Award by Inman, focusing on lead generation and brand establishment are vital in real estate marketing. He emphasizes the need for agents to define their value proposition and consistently provide value beyond transactions.

Embracing Advanced Martech Solutions

Shayan highlights the role of AI in personalizing messaging and maintaining client connections throughout their real estate journey.

He suggests viewing agents as lifetime consultants, actively participating in clients’ journeys. “It is important to start thinking of ourselves as consultants – as lifetime consultants – and to do that, you have to be part of that journey with them whether they’re in the market or not,” says Shayan.

Integrating various martech solutions (which work together to enhance your marketing plan by generating better data and valuable information for inspiring more robust content and retargeting, etc.), including social media and email analytics, is crucial for effective marketing.

Cutting Through the Clutter

Meanwhile, Dalip advises agents to differentiate themselves through their brand rather than rely solely on technology. He suggests specializing in unique aspects of real estate transactions to become memorable to clients, such as renovations or second-home sales. “Businesses win when they have something nobody else has or they have something that is memorable or recognizable,” he says.

Shayan echoes this sentiment, emphasizing the importance of specialization, niche focus, personalized messaging, and leveraging AI-based tools.

Fostering Client Engagement and Referrals

In a low-inventory market, Dalip recommends a proactive approach to building inventory through client consultations and generating referrals from existing clients. When you accompany clients on their real estate journey, it’s easier to know when they might need support or assistance in taking the next step – and sometimes, it’s a step they didn’t realize was an option. Shayan highlights the role of AI-based predictive analytics in identifying opportunities to leverage agents’ strengths.

Planning for Long-Term Success

Looking beyond immediate transactions, Craig highlights the importance of long-term planning and marketing efforts underpinned by educational products, creative marketing solutions and analytics tools that deliver value consistently over time. Dalip underscores the marketing fundamentals of awareness, consideration, and conversion, urging agents to strategically deploy tools at each customer journey stage. At the same time, Shayan advises agents to focus on tools that maintain consistent activity and nurture past clients to add long-term value. “Pick tools that will keep you in the game all the time. As an agent, you should be constantly active. Nurture past clients, give value to your circle, and don’t worry about what leads you can get today. That’s very transactional. See where you can add value,” says Shayan.

By understanding marketing fundamentals and adopting proactive approaches, agents can effectively navigate the noise and establish a lasting presence in the market.

Photo credits: Freepik, Revive Real Estate and Rechat magazine.