5 Essential Real Estate Marketing Materials for Success (+ Examples)
Gina is a licensed real estate salesperson, experienced trainer, and former high school educator of 1,000+ learners. She writes for Fit Small Business with a focus on real estate content.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
Without eye-catching, creative real estate marketing materials, it’s challenging to build brand awareness, communicate your value, and generate leads. Realtor marketing materials like mailers, business cards, websites, signs, and online ads are quintessential items for building your business. Read our list of five essential real estate marketing materials with creative examples and helpful resources to inspire your own marketing collateral.
1. Your Real Estate Marketing Materials Include Your Website
When your name comes across someone’s path, their first instinct will be to Google you to learn more about your services, experience level, location expertise, past client testimonials, property listings, and more. In addition, you want your business to appear on the first page of results when someone is looking for an agent or broker in your area.
Your website creates an online presence for your business and a means for capturing leads and adding them to your sales funnel. Along with a visually appealing layout, stunning images, and your brand logo and colors, you should also consider the following elements as they relate to your website:
- IDX feed and search
- Landing pages
- Contact information displayed so it’s easy for prospects to reach out
- Client testimonials
- Exclusive listings
- Calls to action
- Lead generation web forms
- Provide knowledge
- Offer free resources, such as an e-book, market analysis, home valuation, or consultation
- Make sure your site is omnidevice friendly
Real Estate Website Examples
Website created with GoDaddy (Source: Patriot Real Estate Services)
This is an effective example of a real estate lead generation website. The mission statement and contact information are prominently displayed with a black background that stands out from the brightly colored property photos. Visitors can search for properties using a multitude of criteria. Further down, the website showcases video, testimonials, and personal photos to help build the brand.
The resources on this website will help any agent build brand awareness, generate leads, and convert both homebuyers and sellers to clients. By empowering prospects with knowledge, you foster trust and encourage them to use your services. In addition, it includes a property search engine and home valuation tool to target both buyer and seller clients.
While this is a simple design, the colors and images are eye-catching to website visitors. It includes an intentional call to action of “Buy & Sell Property Here” to attract a variety of clientele. Contact information, as well as links to social media content, are displayed in the above header so visitors can easily learn more about the agent or company before moving forward.
Your website can be one of the best sources of lead generation and conversion of all your marketing collateral, online or off. To learn how to get the most return from your site, take a look through our Best Real Estate Agent Websites & Tips for even more inspiration.
Resources to Assist With Real Estate Websites
Whether or not you are tech-savvy, there are many options to assist you in building a website as part of your realtor marketing materials. The best real estate website builders come with premade website templates that are easily customizable to your style and brand.
Depending on your budget, you can choose from a variety of providers and get your site up and running quickly with the tools you need to generate leads and become successful in real estate. Take a look at the options below to get started:
Company |  |  |  |  |
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Best For | Agents, teams, and brokerages that want a modern Internet Data Exchange (IDX)-integrated website | Beginners who are looking for an easy way to quickly build a great website at a low cost | Agents and brokerages looking for real estate-specific content and templates | Real estate pros who use landing pages to attract target audiences |
Key Features |
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Starting Price | $12 per month | Free plan | $100 per month (for non-NAR* members) | $9.99 per month |
Read More |
*National Association of Realtors (NAR)
2. Increase Awareness With Real Estate Marketing Mailers
While email marketing is cost and time-effective, and should be part of your real estate marketing strategy, it shouldn’t be your only means of communication with prospective and current clients. Direct mail has been a staple for decades as far as effective real estate marketing materials. Receiving mail is much more personal than an email and because of that, it has a higher open rate of 80% to 90%, while email is only 20% to 30%.
Most importantly, marketing mailers are an effective way of building your brand and bringing awareness to your business. Your mailer’s design, content focus, and message are critical if you want your brand to be recognized by your target audience. By focusing on a specific niche and being consistent with direct mail marketing materials, some agents have seen a response rate of 2% to 4.4% from their efforts.
Here are some different types of marketing collateral that can be sent as mailers. Click on the mailer type to get detailed tips for effective real estate marketing materials, including examples and templates:
- Brochures
- Flyers
- Newsletters
- Postcards
- Letters, stationary, and other real estate letterheads
- Emailing marketing
To read more about budgeting for marketing collateral as part of your overall marketing plan, check out How to Write a Real Estate Marketing Plan [+Free Template].
Real Estate Mailer Examples
Free real estate flyer template from Zillow
This flyer example is for a real estate listing that could be used to promote an open house or give out to attendees at an open house. It displays several stunning photos of the listing so the viewer can get an idea of each major room within the home. It also includes the agent’s contact information along with a logo and realtor headshot so clients can put a face to the name.
Real estate marketing postcard from PostcardMania
This postcard combines just sold listings and incentives as strategies to generate seller leads. Offering free services is an effective way to entice prospective clients to reach out, gain knowledge, and take advantage of real estate services. Aesthetically, the bold colors and design choices catch the attention of readers. Although there is no headshot, there is a call to action, contact information, and logo so clients can reach out directly to the brokerage.
Free customizable newsletter template from Canva
This example showcases a light, wistful ambiance that goes along with the style of the real estate agency. It targets both buyers and sellers by highlighting their new listings. Buyers can search for homes they are interested in while sellers can see the marketing and advertising expertise of the agency. Check out other newsletter ideas for inspiration.
Resources to Assist With Real Estate Mailers
If you are a do-it-yourself kind of person, you can create marketing mailers on your computer to print and mail on your own. But even if you are not a graphic designer or writer, you can still create a beautiful direct mail piece that will generate leads for your real estate business.
There are many tools that can assist you with not only creating real estate marketing materials for direct mail but also with their distribution. Take a look at some of the options below, or if you still want more options, read our full list of the best direct mail services for realtors.
Company |  |  |  |  |
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Best For | Agents, teams, or brokerages that want to work with an all-in-one company to design, print, and mail their marketing collateral | Real estate pros who want an all-in-one direct mail solution with digital marketing add-ons | Agents who want to design their own real estate mailers or customize premade templates | Individuals looking for professionally designed real estate marketing materials from expert freelancers |
Key Features |
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Starting Price for Postcards | 37 cents each | 13 cents each | Free plan, or paid plan starting at $12.99 per month | Cost varies per freelancer but starts at $5 |
Starting Price for Flyers or Newsletter | 64 cents each | 20 cents each | ||
Starting Price for Brochures or Magazines | 93 cents each | 20 cents each | ||
Read More |
3. Real Estate Marketing Materials Start With Memorable Business Cards
In a business where first impressions can be everything, having a memorable business card should be a fixture of your real estate marketing materials. Your business cards can be simple in design or customized with special finishes, shapes, or unique features, such as a quick response (QR) code to make a statement. Just like your other collateral, they should build your brand recognition and encourage clients to reach out to you for your services.
Whether you choose an out-of-the-box design and shape or something modest and simple, make sure to include the following elements:
- Your name
- Contact information
- Brokerage name
- Your business logo
- Official title
- Call to action, such as extending a free consultation, valuation, or market analysis
Read through our article, Real Estate Business Cards We Love, for more details on the elements you should include as well as examples of business cards that can support your marketing efforts.
Business Card Examples
Example RE/MAX business card from Printelf
While this postcard is simple, it packs a punch with a recognizable logo and bright colors. It includes all of the important contact information needed for clients to reach out as well as accreditations toward the bottom left of the card. An added bonus is including a QR code that connects directly to the agent’s website or landing page, where they can get valuable resources and information about the services provided by the agent.
Example business card created with Pixelsprinted.com (Source: Etsy)
This business card example adds a bit of flair by literally spinning the card on its head to a vertical design. All necessary information is added along with a headshot and social media infographics. The rounded edges also give this business card an elegant and modern look.
Business card from Pinterest
The design of this business card makes it stand out from the typical rectangular design that you most often see. And since it is in the shape of a house, it directly tells the person holding it that you are in the real estate industry. As with the other business card examples, it displays all pertinent information for prospective clients to reach you.
Resources to Assist With Real Estate Business Cards
Now that you’re inspired with ideas for a business card that fits your style, it’s time to create it. Create a design yourself, use a professional graphic designer, or enlist the help of companies with premade business card templates for realtors. Here are some resources that can assist with real estate marketing materials like business cards:
Company |  | |  |  |
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Best For | Real estate pros who want creative business card designs, shapes, or specialty finishes | Agents seeking real estate-specific design choices | Agents, teams, or brokerages that prefer working with designers to create a custom card | Brokerages that need uniform business cards for their team |
Key Features |
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Starting Price | 100 for $17 | 250 for $30 | $169 to $133 estimated range | 50 for $19.99 |
Read More |
4. Open House Signs Are Real Estate Marketing Collateral Too
Open house signs come in all shapes and sizes, but their ultimate goal is to draw an audience to attend your open house. The audience should include prospective buyers, sellers, and general passersby who can become leads for your business. Similar to the other ways you incorporate real estate marketing ideas into your collateral, your signs should stand out with color, design, and branding to create a recognizable impression of your business.
Your open house signs should be prominently displayed and include the following elements:
- Logo
- Contact information
- Brokerage branding
- Address and time of the open house
- Shapes and bright colors
For more details and strategies for your open house signs, visit our article covering ideas, examples, general costs, and best providers for real estate open house signs.
Open House Sign Examples
(Source: FrontSigns.com)
This A-frame open house sign is simple but uses a contrast of color to make a bold statement that stands out from a distance. It is easy to place on the front lawn of your open house and includes contact information for prospective clients to connect with you.
(Source: Pinterest)
This open house sign is an example of a post-style sign. Similar to the first open house sign example, color contrast makes it easy for passersby to see the sign from afar. In addition, the circular design is modern and different from most typical open house signs.
(Source: Displays2go)
Flag-style open house signs are an effective way to use movement to draw leads to your open house. While you should use this in addition to a stationary open house sign that displays contact information and open house details, it is a valuable addition on the day of your open house.
For more ideas for your open house signs, check out our article with 36 of the best real estate yard signs, including examples and where you can buy them.
Resources to Assist With Open House Signs
To design and create your open house signs, it’s important to find a provider that can incorporate all of the elements you want in these real estate marketing materials at a reasonable price. Many companies include premade templates or options for including your real estate branding. Take a look at the providers below for some resources for open house signs:
Company |  |  | |  |
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Best For | Professionals seeking real estate-specific signs in larger quantities | Brokerages seeking customizable signs with options for COVID-19 safety products | Agents, teams, and brokerages seeking to purchase signs as well as other marketing collateral | Real estate pros who need additional assistance with their sign purchase |
Key Features |
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Starting Price | $16.50 each | $12.44 each | $11.86 each | $13.35 each |
Read More |
5. Engaging Online Real Estate Ads That Drive Leads
Online ads are an extremely influential part of your real estate marketing material strategy since 97% of homebuyers use the internet during their home search. In addition, research from LocaliQ shows that the average cost-per-lead (CPL) across all search engines is less than $100 per lead.
That statistic doesn’t only account for one click, but a click that leads someone to contact the agent (a conversion) from a pay-per-click (PPC) advertisement. This means that lead generation efforts from online ads have a high return on investment for your real estate business.
An online ad can be funny, clever, educational, or informative, but should always include your real estate branding, contact information, a specific call to action, and target a specific client or niche to be most effective. There are many platforms you can use to advertise online; see your options below and click on each to learn more about how to use each of these online ad platforms for lead generation:
To be strategic with your social media marketing and advertising materials, read through our article titled Top 15 Ways to Crush Your Real Estate Social Media Marketing for additional tips.
Online Real Estate Ad Examples
(Source: HubSpot)
This Facebook ad establishes Megan Matthews as a local expert in Austin, a listing agent specialist, and an agent who works with buyers and sellers. By including these references, she is attracting specific clients who play into her real estate niche and expert knowledge. In addition, there is a call to action along with her website and headshot to further her brand recognition.
(Source: @carolinatruglobal)
Instagram is an effective platform because you can incorporate images into your advertisements in order to generate interest and leads. This example uses bright colors, an infographic, and context to educate potential clients about the current state of the market. Not only will this provide knowledge, but also showcase your value as a real estate professional.
(Source: @sammirusso)
TikTok has become a huge source of lead generation for real estate agents because the videos are quick and easy to make, but still have a large reach. This TikTok online ad from Sammi Russo talks about a common question that first-time homebuyers ask during the transaction process. By tackling this question, first-time homebuyers are likely to look for similar advice and reach out to you for your services.
For more ways to leverage online ads to grow your business, read our list of 35 examples of effective & creative real estate ads.
Resources to Assist With Online Real Estate Ads
Posting consistently and creatively (so your ads stand out) is the key to online advertising. Even if social media and online platforms are your forte, once you have a full plate of clients, showings, and closings, you may have difficulty managing all of your online advertising platforms and strategy.
To reduce the amount of work, there are services that can assist with posting online ads for you. Start with the resources below and then expand your options with any of the providers that made our list of the best social media marketing companies for realtors:
Company |  |  |  |  |
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Best For | Real estate agents who prefer advertising on Facebook | Real estate agents, teams, and brokerages looking for local-based content | Agents who want to automate posting and ads on their social media platforms | Brokerages seeking an all-in-one affordable marketing solution |
Key Features |
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Starting Price | $250 per month | Custom pricing | $199 per month | Free plan |
Read More |
Bottom Line
Real estate marketing materials are essential to establish your professional brand and generate leads to build your business. Realtor marketing collateral comes in a variety of formats but should always be consistent, resourceful, and convey who you are as an agent and the value you bring to clients. By using a combination of the five essential real estate marketing materials, you’ll grow your client base and successful real estate business year after year.