26 Must-have Real Estate Marketing Tools for 2024
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It’s time to level up your real estate marketing game. But where do you begin? We know you didn’t get into real estate for the love of marketing or tech. Our team of licensed agents and brokerage marketers reviewed dozens of products for this comprehensive guide to the best real estate marketing tools — focusing on their potential to impact your bottom line.
We’ve chosen the most effective, easy-to-use, practical, and revenue-boosting real estate marketing tools that’ll help you scale faster, save time, and attract clients like a magnet — all without you having to learn 40 new time-consuming tech skills.
Your website is the most foundational of all the real estate marketing tools. Real estate agents need cleanly designed, highly functional websites to both attract and communicate with clients. Ideally, your website should showcase you, your brand, and your expertise. It should also feature MLS listings, provide a lead capture form to guide visitors to your mailing list, show off your client testimonials and feature SEO tools to help your content rank better on Google search.
Here are some marketing tools to help you build a powerful real estate website that delivers results.
AgentFire
With its stunning layouts, focus on hyper-local agent branding, and sleek luxury feel, AgentFire’s websites attract high-end buyers and sellers and elevate your online presence. AgentFire receives 5-star ratings from clients who rave about their website design and functionality.
Regardless of your plan, AgentFire offers functional features to help scale your business, including strategic calls-to-action, high-converting landing pages, and authority-building area guides that give agents an instant edge. If you’re in the market for a stellar website platform, AgentFire is one of the best digital marketing tools for real estate agents you can invest in — and starting at $140 per month, we love the price.
Best features:
Starting price: $149/month
Placester
This customizable real estate website builder offers several build-out options depending on your team’s size and marketing capabilities. The DIY option begins at $23 per month, but for $103 per month (plus a $100 setup fee), you can opt for a fully done-for-you real estate website that includes a live chat, smart lead capture features, and integrations with your existing tech tools.
Best features:
Starting price: $23/month + $25/month IDX fees
Squarespace
This affordable, drag-and-drop website builder offers a wide variety of templated designs and a free 14-day trial. There’s no IDX integration or other industry-specific tools, but if you’re looking for a simple place for people to look you up online, Squarespace is a great starting place for elegantly branding your business.
Best features:
Starting price: $16/month
Artificial intelligence tools have been integrated into many business platforms, speeding up tasks, automating processes, and helping agents discover trends in their markets. But AI is only getting started in the real estate industry. As the tech evolves, agents will be able to streamline more processes and focus more time and attention on personalized client service.
Lofty
Lofty is an all-in-one, AI-powered platform exclusively for real estate professionals. Lofty’s real estate marketing tools boost your pay-per-click efforts by deploying cross-platform marketing (ads) with their 360° plan. Once the leads are captured, they’re sent to Lofty’s AI-powered CRM where they’re nurtured and engaged with automated messages. Its tools for real estate agents collectively act more like your personal sales assistant.
Best features:
Starting price: ~$400month + $500 set-up fee
Catalyze AI
Catalyze AI uses predictive analytics to pinpoint probate leads — those with inherited property and a high likelihood of wanting to sell that property. The platform uses advanced data analysis, pulling from over 400 million data points from within a 50-mile radius.
Best features:
Starting price: $180/month
ChatGPT
ChatGPT from OpenAI is a language learning model AI tool that real estate agents can use to write listing descriptions, social media posts, emails, newsletters, area guides, text messages or an entire welcome email series for new clients. Use it to role-play and practice your scripts, as a personal assistant, or to brainstorm ideas for your next marketing or email drip campaign. The possibilities are endless with this mighty tool.
Best features:
Starting price: Free for the basic model
Keep track of your clients like the pro you are by leveraging the right client relationship manager (CRM). A CRM will help you streamline your sales processes, store client data, manage leads and keep track each time you connect via email, text or phone with every buyer, seller, prospect or lead in your network.
Zurple
Ready to invest in one of the most innovative, next-level real estate marketing tools? Grow your database with high-quality leads on auto-pilot. Capture local, ready-to-buy leads with Zurple’s team of advertising experts using branded landing pages. You can also boost your lead generation with ads from search engines and social media.
Once your leads are in your Zurple CRM, Zurple automatically delivers a drip campaign, pulling from more than 200 personalized emails and SMS messages tailored to each lead’s specific preferences. Leverage its built-in lead-tracking functionality, making it easier to identify where your leads are browsing online so you can send them curated, timely information.
Best features:
Starting price: $309/month + $799 set-up fee
Follow Up Boss
Follow Up Boss is one of the most powerful stand-alone CRMs. It helps you organize leads, communications, drip campaigns, and more—all in one place. It integrates with over 250 SaaS applications and lead sources so you can create a business ecosystem that incorporates your favorite tools and systems.
Best features:
Starting price: $69 per month
CINC
If you’re looking for an all-in-one marketing solution that includes a real estate website, lead generation, an intuitive CRM and lead nurturing, CINC is a feature-rich solution. It comes with automated lead routing and drip campaigns, plus expert-designed workflows to help you enhance productivity and convert more leads on autopilot.
Best features:
Starting price: $899/month (single agents), $1,299/month (teams)
Wise Agent
While some all-in-one systems may be cost-prohibitive for many single agents just starting out, Wise Agent offers a comprehensive alternative at an affordable price. Wise Agent offers customizable landing pages, a full-featured, easy-to-use CRM, and analytics to give you everything you need to build your real estate marketing strategy.
Best features:
Starting price: $49/month
You don’t have to be an influencer, but every agent needs to cultivate a social media presence. The more authentic, the better. Think of your social media audience as the waiting room for your future friends (and clients) lists. Yes, they will find you on platforms like Instagram and Facebook first, but you want to encourage them to stick around and eventually join your email list using some of the other real estate marketing tools we list here.
Flick
Flick helps you write and schedule posts for Instagram, Facebook, LinkedIn and TikTok. Think of it like a copywriting assistant who can help you cut your writing time in half, all for less than the cost of four lattes each month.
Best features:
Starting price: $14 per month
Coffee & Contracts
Coffee & Contracts is a social media toolkit for real estate agents. For $54 a month, you get loads of beautiful, ready-made Canva templates strategically designed to attract and convert your followers into fresh new leads. It’s super organized, with a content database sorted by topic. The catch? The designs aren’t exclusive to you and there’s no automation for posting.
But it does offer a handy content calendar, and it’s quite a deal compared to hiring a social media manager or graphic designer (or both). It’s founded by real estate professional Haley Ingram, who understands the struggles agents have carving out time for social media marketing.
Best features:
Starting price: $54/month
Hootsuite
Hootsuite is a comprehensive social media scheduler, manager and analytics dashboard. It’s designed to increase your productivity, helping you schedule posts, monitor traffic and review engagement across multiple channels. You can even design your posts directly inside the platform.
Best features:
Starting price: $99/month
Canva
Canva is super user-friendly and packed with real estate-specific templates. The drag-and-drop interface, plus a huge library of graphics and fonts, make designing your own mailers, postcards and social media posts a breeze. Canva is perfect for everything from new listings to brand promotion.
You can start for free and explore premium features for more advanced options, like AI features, a more extensive template selection, and better quality designs. It’s great for collaborative design projects with your team, works on all your devices, and has tons of images and graphics to choose from.
Best features:
Starting price: Free
Once people find you, you need to make it easy for them to contact you. Prominently displaying your phone number and including a lead capture form on your website is the first place to start, but we recommend a few strategic marketing tools specifically for supercharging your lead gen efforts.
Market Leader
Market Leader offers an all-in-one CRM that serves as one of the best real estate marketing tools for agents. It’s a lead generation system that focuses on client management and automation, and features an intuitive dashboard for organizing client details and tracking your touchpoints over time. Market Leader’s CRM also integrates with more than 40 lead sources, including Zillow and Realtor.com
Best features:
Starting price: $189/month (individual agents), $329/month for up to 10 users (small teams), custom pricing for large teams and brokerages
Highnote
Highnote is a presentation builder that allows you to put together stunning listing and buyer presentations in minutes with its easy-to-use drag-and-drop design elements. With Highnote’s built-in features and massive template library, you can create the right presentations quickly and easily.
Scroll through dozens of other agents’ presentations to get inspo or use them as templates and just add your own branding and flair. If you don’t find what you’re looking for, a custom option allows you to tailor your presentation to your specific needs. Send a link to your presentation and track your clients’ click activity to see if they’re most interested in pricing, photos, videos, attached files, and more — so you’ll know exactly how to follow up.
Best features:
Starting price: $29/month
Generating Seller Leads
Generating seller leads will become more critical than ever for agents as new buyer-agent regulations and ways of doing business roll out. So, we thought it needed its own subcategory. Check out our top-pick tool to boost your listing prowess practically overnight.
Smartzip
SmartZip specializes in seller leads, leveraging predictive analytics to help identify likely sellers as early as six to 12 months before they list their property. This real estate marketing tool gives you the first-mover advantage while providing robust follow-up tools to help you nurture relationships with potential seller clients with ease.
Best features:
Starting price: $500/month
Video is a key component of real estate agent marketing. Using the right tools to create and edit polished or purposely casual videos will help you stand out and get noticed in crowded social media spaces like TikTok and Instagram Reels.
Animoto
Ready to start creating amazing videos for your social media in minutes? Animoto has long been an industry leader in video creation. With drag-and-drop templates and snappy visual effects, making short, engaging content has never been more accessible. Animoto will help your real estate marketing stand out with a few simple steps.
Best features:
Starting price: Free with Animoto branding
CapCut
Take social media video creation to the next level using CapCut. Short on video content ideas? Let the massive library of trendy templates guide your ideation. Or tap into the AI-powered video generator to speed up your process. Just type in your idea and click “Script to Video.” Then use the “AI Writer” to generate your script, click “Smart Generation,” and let the AI video generator create your video.
Best features:
Starting price: Free
BombBomb
If you’re using email marketing to stay top-of-mind with your database, you might consider looking at BombBomb. This platform lets you drop quick videos right into your email messages and drip campaigns. Slap on a catchy GIF preview, and boom – you’ve got emails people actually want to open. You can also add videos to your SMS marketing. It’s like giving your emails and texts a personality upgrade.
Best features:
Starting price: $33/month
There’s no denying the power of SMS marketing. After all, 75% of millennials prefer texting, finding it more convenient than calling. Reaching this audience, currently the largest homebuying segment according to the latest data from NAR, is imperative to earning their business. So, if you haven’t tapped into one of the best real estate marketing tools, here’s your invitation to jump in and get started.
EZ Texting
EZ Texting harnesses momentum by helping you build your contact list with bulk sends, opt-in tools, contact management, and automation. With its AI-powered software, AI Compose, EZ Texting saves agents time and improves response rates by up to thirty percent.
Best features:
Starting price: $20/month = 500 messages/month (6,000 messages annually)
Sinch ClickSend
Sinch ClickSend offers functionality and customization options to tailor your SMS marketing to your needs. Depending on the type of messages you want to send, you can choose SMS, MMS, or even voice-to-text speech calls. ClickSend integrates with your existing CRM (with several favorites like Follow Up Boss, Agile, and Soho) and offers flexible billing. You can easily incorporate it into your existing tech stack to enhance your workflows.
Best features:
Starting price: Under 5K messages = $0.0246/message
Textedly
Build your database with a custom keyword that allows anyone with a mobile device to sign up for your list. Textedly makes it simple to send automated text messages for birthdays, house-iversaries, or even reviews. Textedly offers tons of options to help your business grow.
Best features:
Starting price: $26/month = 500 messages/month
Email is one of the best marketing tools for real estate agents. Unlike social media platforms, you aren’t at the mercy of an algorithm. Email gives you a direct line to customers who eagerly give you their email addresses. Choosing the right marketing platform will help you nurture long-lasting client relationships.
There’s no reason to build a beautiful real estate website if nobody can find it. That’s why SEO data and analytics software is one of the most valuable real estate marketing tools out there.
Ahrefs
Ahrefs is an SEO industry go-to that helps you audit and optimize your website copy on site structure to improve your Google rankings. Use the keyword feature to optimize your website, content, and more.
Best features:
Starting price: $129/month
Semrush
Semrush offers more than 55 tools and reports to help you supercharge your SEO and content marketing efforts. Most notably for real estate marketing, the local SEO tool helps you figure out what people in your geographic area are searching for online so you can create content to answer their most common search queries.
Best features:
Starting price: $140/month
Real estate marketing tools: The full picture
That’s a wrap! We’ve covered the best paid and free real estate marketing tools for agents.
Finding the right mix of real estate marketing tools can help you revolutionize how you connect with potential clients, be more productive and, ultimately, grow your business. Use these real estate marketing tools to streamline your workflow and get in front of more potential buyers and sellers to close more deals this year.
When you’re not stressed out from handling admin and marketing tasks and getting bogged down in tech, you can simply show up as yourself at showings, walk-throughs, on social media , at in-person events — and at the closing table.
Frequently asked questions
The best marketing tool is the one you will actually use consistently. Tons of fantastic software, apps, and more are available to real estate agents to help market their businesses. But if you tend to sign up for tools and then not use them, you’re wasting valuable resources. The best course is to find a handful of tools that fit you and your specific personality, goals, and style. There are a ton of great tools listed here, but you don’t need all of them. Choose your top three to five to get started and add additional tools as your needs change.
In real estate marketing, there is no one-size-fits-all approach. Marketing should fit your personality, goals, and your unique market. For example, in some markets, postcards work exceptionally well, while they fall flat in others. It may also depend on who your target audience is. Video works great, especially for clients not local to your market, whereas postcards may be a little more difficult to use effectively.
Video is the fastest way to establish a connection with your target audience. Even if you’re an introvert and don’t think your audience is interested in your personality, you will attract the audience that gets you. Don’t be afraid to lean into your quirkiness and just be your authentic self. Video allows your audience to get to know you and your personality and helps them make connections that keep them coming back to your brand.
You can use many platforms to market your listings, but you should always include high-quality images and video walkthroughs on your website and social media platforms. Your MLS feed gets picked up by sites like Zillow, Homes.com, and Realtor.com. Increasingly, agents are including video components in their listings to give prospects a virtual tour experience before they make an appointment to see a property in person.
The four Ps of marketing in real estate are product, price, place and promotion. Let’s dig in
Product: Another word for a product in real estate is simply the property. What is being sold or rented? This “P” includes not just the physical characteristics of the property (square footage, bedrooms, bathrooms, design, etc.) but also its added features like school district, acreage, views, proximity to amenities, etc.
Price: In real estate, the price isn’t always straightforward. Included in this “P” are the property’s current value, its property taxes and factors like who is financing the deal. You also have to consider market conditions, which always impact the price and demand.
Place: Another way to think of this “P” is “positioning.” How are you positioning the property in the market? Of course, its physical location matters, but this category also relates to where you market the property. A luxury property might be shown by appointment only (instead of an open house) or shown to luxury brokers at a broker’s open, with invites sent to the leading luxury agents in your area. Meanwhile, land might be marketed to enterprising buyers willing to build their dream home from the ground up.
Promotion: This “P” involves the marketing strategies used to sell or lease properties. Promotion includes advertising, public relations, marketing collateral, digital marketing, media outreach, open houses, broker’s open, caravans, showings, livestreams, 3-D virtual tours and all of the tools we included on this list of best marketing tools for real estate agents.
Real estate marketing is most effective when it blends digital and in-real-life (IRL) activities. Focus on your reputation and building a personal brand around what types of clients and properties you work with. Once you define your niche, participate in community events, host learning opportunities for potential buyers and sellers, stay in touch with clients via a newsletter, and organically find ways to bring up your work to anyone you think you can serve.
If you’re just starting out building your email list, start with your existing networks of friends, colleagues, fellow volunteers, club members, or sports enthusiasts. Tap the folks you went to high school or college with, as well as your book club or rowing club teammates. The more networks you have, the better. People want to work with people they know and trust.
You can also buy real estate leads or cold-call to kickstart relationships with new prospective clients. However, focus on prospects within your local zip codes who have demonstrated interest — either through attending an event or entering their email address in Zillow or another lead capture website — in your services.
A few tried-and-true real estate marketing methods include content marketing (sharing valuable, hyperlocal content like blogs, videos, and infographics), networking and referrals, open houses, cold-calling, and targeted ads. Offer to host other agents’ open houses to meet active buyers. Don’t give up and continue being your authentic self — over time, your reputation will grow and people will learn they can trust you as a go-to resource.
Our methodology
HousingWire is the destination for industry leaders and decision-makers to stay informed and stay ahead of what’s going on in the constantly evolving U.S. housing industry. As an experienced real estate agent and instructor in Florida, I have years of experience using many platforms on this list. Coupled with my hours of research, testing, and delving into online comments to learn other agents’ experiences, I leaned on my knowledge of real estate agent pain points to create this list of marketing tools. I considered several factors for this review, including:
- pros and cons of each tool
- price
- special features
- ease of use
- return on investment
- client support
- customer reviews
I curated and evaluated each platform, analyzing a broad sampling of reviews across social media, the Better Business Bueau (BBB), and online discussion forums so you wouldn’t have to.
