Most home sellers find their real estate agents through people they trust. According to the 2024 NAR Profile of Home Sellers, 38% of sellers chose an agent recommended by friends or family, and 28% returned to someone they’d worked with before. In other words, the majority of real estate business still comes from referrals and repeat clients.

The question is: What makes someone refer their agent in the first place?

It’s not just charm or charisma—it’s competence. Sellers are far more likely to recommend agents who deliver a smooth, stress-free experience. That means selling quickly, getting strong offers, and making the entire process feel simple and professional. And in today’s market, the right marketing strategy is the backbone of that experience.

Below, we’ll cover examples of some successful real estate marketing strategies and share some unique real estate marketing ideas used by top real estate agents to build their sphere of influence and sell more effectively.

Why is a real estate marketing campaign important

A strong real estate marketing campaign doesn’t just help you get a listing live. It turns strategy into action, focuses your efforts, and puts the right tools in place to drive results.

An effective campaign:

• Saves time. With the right tools and workflows in place, you spend less time chasing leads and more time closing deals.

• Attracts qualified buyers. Clear, polished listings—especially those with 3D tours and video—bring in serious inquiries, not just window shoppers.

• Improves the seller experience. When marketing is handled well, clients feel confident. Their home sells faster, for a better price, and they tell their friends.

• Differentiates your brand. Your materials—from the listing to your social posts—show clients you’re proactive, professional, and tech-savvy.

• Drives repeat and referral business. Great marketing makes great impressions. And great impressions lead to more clients down the road.

As Matt Grander, owner of Grander and Associates, put it:

“I’m going to use the best technology in the marketplace to present your home —and people want to hear that. They want to hear what you are doing differently. Matterport absolutely makes me different.”

Your next listing—and your next client—may come down to how well you present the one you have now. That’s why marketing matters.

10 innovative real estate marketing ideas to drive listing engagement 

When it comes to finding leads and closing deals, you can’t afford to leave any stone unturned. From building in-person relationships to establishing an online presence, here are 10 of the best real estate marketing tips to help you grow your business in 2025 and beyond.

1. Go beyond the traditional open house

In-person open houses still have value, but they’re no longer the centerpiece of a modern real estate strategy. An NAR survey found that open houses are the first touchpoint in a home buying process just 3% of the time. Buyers prefer to do their research before ever stepping through the door.

The modern open house is always on, accessible from anywhere, and built to make a strong first impression—even when no one’s there to host.

A virtual-first approach does more than just show off a property. It signals to sellers that you're using the best tools available to drive interest and close deals quickly. It also gives buyers the flexibility to explore a home on their own time—without scheduling conflicts, travel time, or pressure.

“Our clients are often busy people,” says Yuya Fukubayashi, Senior Manager of Public Relations at List Sotheby's International Realty. “Giving them the convenience of viewing a property from anywhere at any time starts the entire sale or leasing process with a positive impression. Matterport helps us deliver the superior quality customer service essential to who we are as an organization.”

Tip: Create immersive 3D tours

A traditional open house lasts a couple of hours. A Matterport 3D tour is open 24/7.

With Matterport Marketing Cloud, every listing includes a fully interactive 3D tour—captured once and automatically generated as part of your media package. These 3D tours allow buyers to walk through a space at their own pace, on their own schedule, from wherever they are.

That flexibility makes a difference. Whether they’re relocating from out of town or browsing late at night, buyers can explore every room in detail—zooming in, measuring dimensions, and getting a true sense of how the space flows. It’s the kind of experience that static photos just can’t match.

2. Attract the right buyers and win more listings

A 3D tour is a great selling tool because it allows clients to view properties whenever is convenient for them. Simply put, clients love them. According to a survey by the National Association of Realtors, 41% of home buyers called 3D tours “very useful” in their buying process. 

A 3D tour is more effective because buyers know how what they are getting aligns with what they want. According to Colliers International, clients who viewed digital models spent more time in a property when they toured it in person.

“Matterport 3D tours are extremely effective because of the accuracy of the scan,” said Colliers Senior Vice President Chris Irwin. “We know how good it is, and our clients do too. If people physically visit a space they are interested in, they realize it’s exactly the same as they saw it online. Their confidence in the space goes up, and the whole decision-making process is faster.”

Tip: Show off your property’s best assets

Starting at $219, Matterport’s Digital Pro package includes a full 3D tour of your property, along with 25 high-resolution photos and a detailed floor plan. This affordable package also includes a full video preview of your property, perfect for embedding in your real estate listings and sharing on social media.

3. Invest in top-notch real estate photography

Nothing catches the attention of buyers like breathtaking visuals of a property. Make sure to post high-resolution photos and a 3D tour to your agency’s website, to the dedicated landing page for the property, to real estate websites, and to your social media profiles. These scroll-stopping images will catch the attention of more people, helping you to easily find the right buyer. The great thing about starting with Matterport is that you have access to unlimited photos directly from the 3D tour, whether you scan yourself or hire a local photographer. 

Giles Atkinson, Director at the real estate firm Atkinson McLeod, said he chose Matterport because it makes the photography process easier. 

“Our agents work on commissions, so they appreciate the technology that makes the process more efficient,” he said. “They can usually create the [3D tour] on the day we get keys. There’s no waiting on processing like you might have from a professional photographer. We can upload high-quality tours to our website the very same day.” 

Tip: Pick the right camera

Matterport provides a number of affordable cameras to make the process of digitizing your property a snap. The Matterport platform is also compatible with a variety of 360 cameras from trusted partners like Insta360 and Ricoh. The Matterport Pro2 is a great choice for capturing indoor spaces in exquisite detail. And the updated Pro3 camera is perfect for larger properties with outdoor features like pools or gardens. And for those looking to go the DIY route, the Matterport Mobile App allows you to create ready-to-share models using only your smartphone, add on the Matterport Axis camera mount if you choose.

4. Optimize for (local) search

Real estate is local by nature, which makes it uniquely suited for local SEO as a marketing tactic (both for yourself as a realtor and your home listings). When you invest in the right content, the right structure, and the right tools, you give yourself the chance to show up when someone searches for something like “[your town] real estate agent.” And that visibility can turn into leads.

Here’s what optimizing for local search looks like:

• Build a mobile-friendly website. Make sure it’s fast, easy to navigate, and optimized for keywords that match your market—like “homes for sale in [neighborhood]” or “[city] buyer’s agent.”

• Create localized content. Blog posts about school districts, neighborhood guides, or market trends not only demonstrate your expertise—they also give search engines more to work with.

• Keep business profiles updated. Your Google Business listing (and other directory profiles) should include up-to-date contact info, service areas, and rich media like photos and links to listings.

• Use rich media to increase engagement. Embedding 3D tours, listing videos, and floor plans keeps visitors on your site longer—which can improve your rankings and conversion rates.

When done well, local SEO isn’t about chasing traffic—it’s about being discoverable to the people who are already looking for what you do.

Tip: Repurpose media assets on your website

If you’re using Matterport Marketing Cloud for your listings, all of the multimedia assets you have can enhance your website’s SEO.

Here’s how to put those assets to work:

• Embed your 3D tours directly into listing pages or blog posts to give buyers a reason to stick around (and explore).

• Use video walkthroughs as visual centerpieces on landing pages or community guides.

• Add floor plans and highlight reels to your content library—ideal for FAQs, blog posts, or interactive buyer guides.

• Pull still images from your scan to illustrate listings, articles, or even market reports without scheduling extra shoots.

This approach not only improves the look and feel of your website, it also increases dwell time and makes your site more helpful to prospective clients—which search engines reward.

5. Invest in social media marketing

Social media creates plentiful opportunities for reaching out to potential clients. A great real estate online marketing campaign provides them with the chance to interact with you and your company in a meaningful way.

Vary your real estate marketing strategies on social media. On websites like Facebook, you can reach out to home buyers in your area. Targeted ad buys can reach people who are currently in the market for a home. On professional sites like LinkedIn, you can highlight your know-how in the local market. Use it to advertise seminars and other special events. The clever use of hashtags allows you to go beyond your immediate circle to reach new audiences.

Wherever you put your social media marketing dollars, make sure you catch the attention of buyers with photographs, 3D walkthroughs, and other high-impact visuals. Keep them from scrolling past your listing by embedding introductory videos, audio, and interactive models that will hold their interest for longer. 

Tip: Target younger clients on social media

The younger your potential clients, the more likely they are to rely on social media. Tools like Instagram Stories, for instance, allow you to publish a wide variety of time-sensitive social media posts every day. Use these posts to conduct polls, answer questions, and run contests that will keep clients connected to your business.

6. Connect using email marketing

Successful email marketing campaigns allow you to reach customers directly, putting your properties in front of those who will be most interested in them. Email is an easy, non-intrusive way to follow up with people who have expressed an interest in your properties in the past.

Your email marketing campaigns should always include a call to action, such as a link to click for more information. Make sure that there’s interesting content that will catch a reader’s attention and establish your credibility. Share your knowledge of the local real estate market and trends in your industry. Include a shout-out to local businesses to show that you know the local market. If possible, include colorful infographics and video testimonials from satisfied customers.

Companies like MailChimp provide easy-to-use templates for compiling email lists and creating personalized emails. These emails are a great place to include photographs, floor plans, 3D walkthroughs, and other high-impact visuals. 

Tip: Personalize your email message

Your clients are likely to receive dozens of emails every day. Make yours stand out by making sure you aren’t wasting anyone’s time. Personalize each email with those properties that are in the area where they already live or where they hope to find a home. 

7. Build a referral system

When you talk about marketing in real estate, few resources are more important than your network of referrals. That includes small businesses, financial institutions, or other real estate agencies. The larger your community, the more likely you will have interested clients referred your way, giving you promising real estate leads without increasing your marketing campaign budget.

Tip: Attend virtual networking events

Don’t just think about referrals in terms of the in-person relationships you build with clients. The work you do on social media and in other online communities will expand your network as well. Consider attending virtual networking events or finding ways to speak on webinars to build more connections and showcase your expertise.

8. Participate in the local community

Your real estate business serves a crucial function in the fabric of the community. By playing a part in your local community, your care for customers will be front and center, creating opportunities to both help the people around you and generate goodwill for your company.

Tip: Sponsor organizations and events

Keep your business in front of potential customers by lending support to local events. Sponsor children’s sports teams, charity events, and fund drives. Giving back helps everyone and creates visible partnerships between your business and the people around you.

9. Offer prospects spatial context with virtual experiences

Most listing materials still rely on a few static photos and a short description—but that’s not how people decide where to live. Buyers want to feel how a home fits together. They want to move through the space, imagine their furniture, and get a true sense of how it lives.

Flat marketing can’t deliver that. But immersive virtual experiences can.

By offering a fully interactive way to explore a property—complete with 3D navigation, accurate dimensions, and room-by-room context—you give buyers what they really need to feel confident in their decision. You also give yourself a powerful way to stand out from the agents who are still relying on flyers and bullet-point feature lists.

Tip: Use digital tools that give buyers true spatial context

With Matterport Marketing Cloud, every 3D tour includes built-in features that take spatial storytelling far beyond traditional marketing tools. These features include:

• AI-generated property descriptions: Save time with quality listing copy generated from real scan data—no more writing from scratch.

• Instant measurements: View accurate room dimensions (including ceiling heights) so buyers can measure for furniture, renovation plans, or even just peace of mind.

• Auto room labels: Every room is automatically labeled in the 3D tour—helping buyers visualize the layout without any manual setup on your part.

• Instant defurnish: Let buyers see the property both furnished and empty. This makes it easier to picture their own furniture in the space—and showcases potential for staging or renovation.

Each of these features helps turn a listing from a flat spec sheet into an experience that builds trust, interest, and urgency. When buyers can explore a home in detail, they engage more—and when they engage more, they’re more likely to act.

10. Take a multi-channel approach

Buyers discover homes through Instagram reels, Google searches, TikTok scrolls, YouTube videos, and email alerts. If you’re only showing up in one or two places, you're missing out on valuable visibility—and leaving leads on the table.

That’s why top-performing agents treat every listing like a brand campaign. The goal isn’t just to post it—it’s to make sure the story of the property is told consistently across every channel your audience touches.

Tip: Make the most of your media across channels

Every Matterport Marketing Cloud scan generates a complete library of high-quality marketing content—all designed to help you build a cohesive, polished presence across multiple channels without the stress of managing it all manually.

From a single scan, you get:

• 3D tours to embed on your website or share via text and email

• Social-ready videos to use on Instagram, TikTok, Facebook, and YouTube

• High-resolution photos for MLS, brochures, and listing syndication

• Branded highlight reels perfect for email blasts and lead nurturing campaigns

• Auto-generated floor plans and descriptions to ensure accuracy and consistency no matter where the listing appears

This “capture once, publish everywhere” approach makes it easy to show up consistently across every platform that matters to your audience.

How to build a winning real estate marketing campaign

Today’s buyers and sellers don’t just want a sign in the yard and a flyer in the mailbox—they expect a marketing experience. 

A winning real estate campaign does more than promote a property. It positions you as a trusted expert. It shows that you know the local market, that you’re invested in high-quality presentation, and that you’re serious about getting results for your clients.

The real estate marketing tips and ideas listed above are valuable. But the best agents can craft campaigns that bring them all together (both for acquiring new clients and selling properties). Here are a few necessary steps to do that.

Define your target audience

Your target audience is the people who are most likely to want to buy or sell the types of homes in your company’s portfolio. These are the potential buyers and sellers that you should be targeting.

You’ll want to narrow down the field a bit. If you and your team don’t have expertise in a certain part of the market, such as first-time home buyers, there’s no point in reaching out to them. Pinpoint the client demographics that you can best serve since these are the ones who are most likely to give you that all-important referral.

How do you start defining your target market? Research what buyers or renters in your area are looking for in terms of location, amenities, and square footage. Find out what their priorities are in terms of commute time or proximity to shopping. Get to know what they need in a new home. 

Develop your unique value proposition

Your unique value proposition (UVP) is the core reason a buyer or seller should choose you over the dozens of other agents in your market. It’s the answer to, “Why you?”

That answer doesn’t have to be flashy. But it does need to be clear, specific, and relevant to your audience.

Here’s how to start:

• Think about the clients who’ve referred you in the past—what did they say they appreciated most?

• What do you do differently from others in your market?

• What frustrations can you help your clients avoid?

• How do you make the process easier, faster, or more effective?

A big part of that answer often comes down to how you market their home. Modern clients expect tech-forward agents who can promote a property across multiple channels with quality visuals and broad reach.

When you can confidently say, “Here’s how I help your home stand out—and here’s why it sells faster with me,” you’re not just marketing listings. You’re marketing yourself—and building a brand that attracts trust and repeat business.

Diversify communication channels

From conducting the most effective email marketing campaigns to establishing the right social media accounts, real estate companies have abundant resources at their fingertips for connecting with potential clients.

Take a close look at the content marketing channels you already use and weigh whether they are an effective part of your real estate marketing plan. For example, you should know that you don’t spend more on video marketing efforts than it brings in.

Consider expanding in areas where you’re seeing a positive ROI. If you’re getting referrals through social media platforms, consider adding more content that shows you’re an expert. Create SEO-optimized articles to help make sure you appear in more search engine results. Purchase targeted advertisements through Facebook Ads or invest in Google AdWords. In some markets, LinkedIn and Yelp can also be big traffic drivers. 

Of course, list your properties on popular real estate websites like Homes.com. The best way to stand out on these platforms is to ensure you offer great photography at a good cost and an embedded 3D tour. Use Matterport cameras and 3D tour features to create unique and eye-catching experiences for renters and buyers.

Use the right marketing tools

Every effective campaign starts with strong assets. That means more than just a few photos and a bullet list of features—it means giving buyers a real sense of the space, and giving yourself tools that make that process easier, not harder.

Matterport Marketing Cloud is built for exactly that. It’s a single, agent-friendly platform that delivers all the media you need to market a listing.

With one property scan, you get:

• A fully interactive 3D tour that buyers can explore anytime

• High-resolution photos suitable for MLS, websites, and print

• A professionally cut video walkthrough ready for social or email

• Accurate, ready-to-use floor plans

• AI-generated property descriptions

• Open house analytics to share with sellers and track interest

• Bonus tools like room labels and instant defurnish to help buyers better understand the space

Everything is delivered within 48 hours, formatted for every channel, and accessible in one place—so you can create once, and publish everywhere.

Track and measure campaign performance

Along with keeping track of how much you’re spending on property marketing, you’ll also want to have an idea of how well your campaigns are succeeding. Calculate your cost per lead by dividing the total cost of each campaign by the number of leads it brings in. 

Decide on which metrics are most important to your company. Make sure to measure the number of people who are interacting with your social media posts, visiting your landing pages, and clicking on your sponsored links. How many of these turned into leads? And how many were converted into clients? Knowing this will help you to plan even more effective marketing campaigns in the future.