How to create your real estate marketing plan easily in 7 steps

real estate marketing plan



Achieving a good positioning of our brand or getting more traffic to our website can be a very complex and long-lasting task. That is why we always have to keep in mind the word marketing, and in this case applied to the real estate sector. real estate marketing.

A good marketing strategy, whether online or offline, can be the key to a better marketing of our products, higher sales and, ultimately, to achieve the total success of our company.

But sometimes we find it difficult to plan this communications plan correctly, either because we lack data, or because we do not know how to identify our potential customers or because, on some occasions, we have skipped a step in the process.

From Lobo Studio we are going to explain you which are these phases and we will teach you the necessary elements to organize your own real estate marketing plan and achieve the objectives successfully.

Market Analysis

It will be the basis of our real estate marketing plan. To make a good market analysis, the first thing to do is to use the SWOT analysis tool.

SWOT is nothing more than the initials of: weakness, threat, strength and opportunity. This means that we will divide our analysis in two:

Internal analysis (weaknesses and strengths): identify possible problems and shortcomings that our company may have, know the resources we have, our strengths and advantages... In the end, it is a matter of taking a close look at the brand we want to launch to the market.

External analysis (threats and opportunities): answering questions such as: who is my direct and indirect competition, what factors can endanger my real estate company, and what factors can endanger my real estate company? It is also very important to make an analysis of the changes in the market and the external situation of the environment to find those opportunities that will make us grow.

To carry out all this analysis there are different tools, both paid and free, that can help us: SEMrush, Sistrix, Moz, aHrefs or Google's own social networks and tools. It is essential to have a broad knowledge of these elements since they constitute the digital marketing that will support the entire strategic communication plan.


On many occasions, and due to poor management or an erroneous marketing plan, the target we are addressing is not the same as the one we want to address. It is essential to know who our target audience is and to create a good communication strategy tailored to our customers.

Therefore, we must know some things about our audience: gender, age, geographic location, purchasing power, tastes... In this way we will be able to find out what their needs are and we can project our brand to offer them what they demand from us.

3.Marketing strategy and digital presence

No matter how many times we have implemented marketing strategies for our company, we must always take them into account when making a new strategic plan. Doing so will provide us with much more knowledge of our brand. If we review the failures and successes of each marketing plan implemented, we will gain an advantage and know what did and did not work.

However, we must pay special attention to the corporate line already established and not go beyond it, since doing so could lead to rejection by the client.

Another basic element to increase our brand positioning is social networks. Analyzing the presence of our brand in them, the knowledge of its different targets and the experience of knowing what and how each of them is used is the foundation for developing digital/online marketing.

Blogs, podcasts, free digital guides, promotional videos, tutorials, infographics and 3D renderings are some of the online solutions that can help us to realize our project.


This is one of the most important phases. We must know our competitors well, both direct and indirect, know what their services and prices are, observe what volume of business they have, analyze their marketing strategies, their advertising campaigns and even their sales process and how their customer service is.

The idea is to carry out research that can guide and support our own marketing strategy. Knowing everything about our rivals will be the key to be able to take advantage and present to our target what the others do not offer, and to do it in a different way that can be much more attractive and interesting.


After having performed the analysis tasks and knowing the data and the situation surrounding the company, the next step is to establish the objectives, the ultimate goal we want to achieve with our marketing plan. For them we must differentiate between medium and long term objectives and, above all, between business objectives and marketing objectives.

Business objectives: these are fundamentally those related to the economy of our company. That is to say, the properties in portfolio, sales and invoicing. All those related to business management.

Marketing objectives: those that have to do with digital marketing and the positioning of our brand. Several marketing objectives that we can mark in our roadmap are the increase of traffic and visits to our website, the number of people who contact our company or a greater presence in the media.

The criteria that we can use to establish the achievement of objectives are SMART: Specific, Measurable, Achievable, Realistic and Time-bound. This means that:

Specific: it is necessary to identify what you really want to achieve with the real estate marketing plan.

Measurable: it is important that the objectives we set can be quantified in some way with some concrete parameter. Otherwise the objective would remain in the air and we would not know if we have achieved it or not.

Achievable: it is essential to be aware of whether our objectives are really feasible or not, and if there are possibilities of achieving them.

Realistic: we must know that our brand is not going to go from zero to one hundred in three seconds. A marketing plan is something gradual and therefore we cannot set aspirations that the company cannot afford.

Time-bound: the time frame in which the strategies will be implemented must be established, whether weekly, monthly or even yearly.


If we talk about marketing strategies, in general we are talking about almost common tools for any sector, although with differences in the way they are executed. However, even before defining the tactics of our real estate marketing plan, it is necessary to establish the budget, the amount we are willing to invest in our strategy.

Stay tuned because here are some of the best real estate marketing strategies:

Fairs: make sure you go to as many real estate fairs as possible (link to the best real estate fairs) to make yourself known.

Apps: almost everyone accesses the internet via mobile, so do not be surprised if they look for your services on it. It is very important to give facilities to the customer with, for example, an app of the company where customers can also get a direct contact, so do not be afraid to give your data.

Videos: you can make corporate videos, informative videos of your services, video tutorials and even videos that are part of a company's own seminar.

Content: generate content that adds value to your brand, that is related and that helps the customer to understand you. For this, lead magnets provide great benefits (sellers guide, interviews, articles, infographics, property listings...).

Rendering : the real estate strategy par excellence in the last year. 3D rendering is used to create digital images in 3D so that the client no longer sees a floor plan in front of him, but a house in three dimensions.

Know that all these strategies of our marketing plan need a previous calendar planning and a content plan that establishes the day and time it will be published, through which channel and which is the most appropriate format.

Results and Conclusions

Once our real estate marketing plan has been finalized and implemented, we only have to make an exhaustive analysis to check that the objectives and methods have been the right ones. This way we will be able to know if the results have been the expected ones or on the contrary we must make some modification to our plan.

If the objectives have failed, we need to find out why. We may have set them poorly, we may have been unrealistic, or we may need more resources. You also need to make sure that you stick to your publication schedule and compare the strategies that worked best with those that did not.

Finally, the best option is to make a dossier with all the conclusions and results to take them into account in the next marketing strategy plan that we are going to apply to our company.

I hope you are successful with your real estate project. We would love to meet you and help you on the road to success by selflessly creating your real estate marketing plan.

If you have any questions you can contact us through our whatsapp channel on this page at the bottom right or you can contact and request a quote with our marketing and communication team, to help you make the best real estate marketing plan.

In case you want to hire an agency specialized in real estate marketing, we have published an article about the best real estate marketing agencies in Madrid.

If you don't know what we do at Lobo Studio you can see some of our work on Instagram.

Until next time😊

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