Real Estate Marketing Plans: Most Effective Marketing of 2011

Is your Real Estate Marketing Plan ready and in place for 2012? 

This post might be useful in helping you determine where to best spend your time and money for maximum results.  Online and offline, you're going to need a business plan with goals.  Here's a great article and resource to help get you started. 

Real Estate Marketing Plans


Do you have your real estate marketing plans for 2012 ready?


Real Estate Marketing Plans


With SO MANY alternatives for real estate marketing plans, are you confused on what to do in 2012?

So as you develop your 2012 real estate marketing plans, here is some great food for thought:

ActiveRain, the largest blogging platform and professional social network in real estate, conducted a survey of 1,910 real estate professionals asking the simple question of "what is the most effective real estate marketing or advertising that you do?" 

The results:

  1. Referrals (including word of mouth and sphere of influence) were overwhelming the most preferred marketing with 26% of responses.
  2. Blogging was #2 with 13% of responses.  (Keep in mind that the survey was conducted on ActiveRain, so these results may naturally be skewed to blogging).
  3. Direct Mail continues to be incredibly popular.  Direct Mail includes post cards, mailers, and newsletters.  Direct Mail also received 13% of responses.
  4. Internet Marketing as a general category received 12% of responses.  Our assumption is that Internet marketing is generally speaking pay per click marketing on Google, Yahoo or Bing or lead generation from a number of different sources.
  5. Networking Networking includes partner referrals and face-to-face meetings. Face-to-face networking received 8% of the responses.

 Most Effective Real Estate Marketing Plans

 (Share these stats - link to this article:

 As you can see based on 2011 real estate marketing plans, real estate professionals continue to favor more traditional offline, "tried & true" hand to hand real estate marketing techniques.  Though the general bucket of Internet marketing & blogging are equivalent to direct mail, the top marketing techniques tend to be more offline - referrals, direct mail, networking, working with past clients, open houses, door knocking and cold calling.   Hard to know if ActiveRain is the same as blogging and if Zillow or Google are the same as Internet marketing, but interesting to see that from a response perspective, that Open Houses are more popular than any one web site AND Door Knocking is more preferred than CraigsList and FaceBook.


 Offline Real Estate Marketing Plans

When real estate professionals were asked, "What is the most effective real estate marketing or advertising that you do?" only a small number of real estate web sites were mentioned in reasonable frequency: ActiveRain, CraigsList, FaceBook, Zillow and Google.  Of course, blogging and Internet marketing are large categories with a lot of different companies.  But there were very few mentions of Wordpress or other ways to market online.  Noticeably absent were Trulia and   Though we believe ActiveRain is a very powerful blogging platform, fans of ActiveRain are likely over-represented in the survey.  Kudos to Zillow to have name recognition equivalent to Google in the real estate industry.


Most Effective Real Estate Web Sites

For 2012, here are the key questions to ask:

  1. How important is developing your REFERRAL BASE?  How are you going to do it?
  2. Are Blogging and SEO part of your 2012?  If so, what to do - ActiveRain, Wordpress, Blogger, or other?
  3. Direct Mail continues to be an important part of the real estate professional's marketing mix.  It is amazing, but true.  Direct Mail allow neighborhood targeting unlike online marketing.  What kinds of direct mail campaigns will you be using?
  4. Internet Marketing needs to be part of your 2012 marketing mix, but there are a lot of options from pay-per-click advertising to lead generation to Zillow, Trulia and 

ActiveRain is great place to start the learning process to figure out the best Internet marketing strategies to achieve your personal and financial goals in 2012! 

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Comment balloon 5 commentsBrad Andersohn • December 13 2011 02:06PM


Great post, I know a lot of people do not have any plan, I did my plan in October because I know that it was going to take a few months to ramp up, and it has, and my buyers agents are on track to do the goals we have all set.  This is great info and we will be discussing this in the next few weeks with my team.

Posted by Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team, - SOLD IS OUR FAVORITE 4 LETTER WORD - (Ken's Home Team LLC.) almost 9 years ago

The only thing that surprised me in this post was that direct mail ranked so high.  Having a plan is very important and the information in this is a great start. 

Posted by Rich Cederberg, eXp Realty Agent Albuquerque (eXp Realty) almost 9 years ago

Brad, I am surprised you left out Trulia:)

Posted by Endre Barath, Jr., Realtor - Los Angeles Home Sales 310.486.1002 (Berkshire Hathaway HomeServices) almost 9 years ago

Ken - awesome. I believe that business without a plan is like traveling without a road-map. 
Good luck in 2012.

Rich - After traveling the entire country this past year, I've heard time and time again from multiple brokers and very successful agents that direct mail it is still one of the most effective and powerful marketing and advertising endeavors that produces outstanding rewards and results.

Endre - I didn't leave out any companies, this is a ReBlog....    :-)

Posted by Brad Andersohn, ActiveBrad - 707.646.1876 (Executive Director of Education at eXp Realty) almost 9 years ago

Brad, very funny I must have had one too many eggnog's, Merry Christmas:))

Posted by Endre Barath, Jr., Realtor - Los Angeles Home Sales 310.486.1002 (Berkshire Hathaway HomeServices) almost 9 years ago