How To Promote Listings When You Have No Listings
You’re a real estate agent. So you should showcase listings on Instagram, right?
Right.
But here’s a scenario I come across often:
A real estate agent doesn’t have any listings of their own...
so they don’t post about listings
which reflects that lack of listings...
so their audience doesn’t associate them with listings...
which makes it hard to land listings.
And so a cycle begins.
You can showcase listings on social media, even when you have no listings of your own.
Here’s how: 01. Commit to touring homes each week that your dream clients will love. 02. With the listing agent’s permission, take high quality video clips of the homes features and share those in reels. 03. Use text over the video to build connection with your audience.
Your goal in marketing listings as a real estate agent is to move away from simply showcasing features of a home.
Your job is to help buyers envision their life in the home. You want to nudge the target buyers brain from thinking, “wow, that’s a lovely home” to “wow, I’d love MY life in that home.”
And that’s why, as with any effective marketing strategy, you need to first identify the target buyer of the home. Then you need to further understand WHY they want the home.
Want some examples?
If the listing has an incredible home office,
And your ideal client works from home, share a slow, panning video of a home office with the text:
“pov: what your coworkers see as your Zoom background”
PRO TIP: Have them comment ZOOM to get the listing sent to their DMs.
If the listing has a stunning entryway with stairs,
And your ideal client is a young family looking to upsize into their “forever home”, create a reel with a video of the entryway / stairs with the text:
“pov: fast forward 10 years and you’re taking prom pictures of your teenager on these stairs”
PRO TIP: Start your caption with the words, “ON THE MARKET NOW IN [CITY] so it previews when they watch the reel. Share minimal details in the caption then tell the viewer to comment the word PROM to get the listing details sent to their DMs.
If the listing has a big backyard,
And your ideal client wants to leave the city to find more space, create a reel with a slow, panning video of the backyard with the text:
“pov: you leave the city and move to [town] and find space for your kids to run free”
PRO TIP: Start your caption with the words, “ON THE MARKET NOW IN [CITY] so it previews when they watch the reel. Share minimal details in the caption then tell the viewer to comment the word SPACE to get the listing details sent to their DMs.
If the listing has a huge kitchen island,
And your ideal client is a retired empty nester, create a reel with a slow, panning video of the kitchen with the text:
“a kitchen with just enough room for all your children and grandchildren to gather”
PRO TIP: Start your caption with the words, “ON THE MARKET NOW IN [CITY] so it previews when they watch the reel. Share minimal details in the caption then tell the viewer to comment the word GATHER to get the listing details sent to their DMs.
Are you starting to get the picture?
Your goal is to help the viewer envision their life in the listing… not just see the features. How can they fit in the home? How would their life look here? How would it feel, smell, sound, etc? Build connection.
And what if you don’t have time to preview or tour listings?
Tough love moment: you’re a realtor. Make time.
But in the event of a busy week, grab a video from your video vault of a 5 second clip of a home your ideal clients will love. Create a search you can share or list of houses currently on the market that they’d be interested in:
Homes in [neighborhood] under [price point] with [feature]
Homes with pools in [city] available now
Homes with 2+ acres in [city] currently on the market
Put that text over the reel and have the viewer comment a keyword to get the list sent to their DMs.
On board with this strategy?
Want ready to use content paired with a proven strategy and effective trainings?