9 Ways to Enhance Your Listings for Maximum Exposure

One of the biggest challenges that real estate agents face is marketing their listings to a wide audience. Some agents try their darndest to spread the word about new listings, price reductions, and featured properties, but no one responds. Nothing. Crickets. They don’t seem to take notice, or worse: they ignore an agent’s promotions altogether. In fact, the whole process can feel a little one-sided.

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But fear not: here’s a list of tips to enhance your listings for maximum exposure. Whether you’ve got an inbox full of leads or only a handful of potential clients, every agent can benefit from one or more of these strategies.

1) Create engaging images and video for your listings.

A picture’s worth a thousand words. Or, in this case, a picture’s worth a thousand leads. People respond best to visual content, and they are more likely to share images or videos than simple text. Take professional photos of every property, and create a virtual tour for each space.

2) Share your listings on social media.

When a new listing comes on the market, announce it on your Facebook, Twitter, and Pinterest accounts. Tailor a unique message for each platform; don’t just copy and paste the same description across all three sites. On Facebook, upload a photo or album of the property with a short, engaging description. Keep it even shorter on your Twitter account, and attach the most flattering photo of the listings that you can find. For Pinterest: focus on the images of your listing with links to a landing page on your website.

Many hands make light work; you should also encourage your visitors to share your listings on their personal social media accounts. Include buttons for Facebook, Twitter, and Pinterest on each listing page to make the process easier for your potential clients. Take notice when a person shares a listing on social media. Leave a short comment or retweet their post to thank them for their efforts.

3) Tie your listings into blog posts.

Blogs are a great way to showcase your listings to regular readers. If you write a blog post about how to re-tile your bathroom floor, find a listing with a photo-worthy bathroom floor. If you publish a post on the local school district, point to a property that is located a few blocks from the nearest elementary school. You get the idea: find small ways to showcase the strengths of your listings, and draw your reader’s attention to them. As listings sell, go back and update your blog posts to reflect new properties on the market.

4) Craft detailed descriptions of your listings.

While engaging images are important for successful listings, you still need words to tell the unique story of each property. Keep your description short and sweet, but always remember to highlight what makes a home noteworthy. You might show your visitors a picture of the kitchen, but can they tell that there’s a walk-in pantry in the corner? Use your descriptions to make your listings pop.

5) Nurture leads with personalized messages using CRM insights.

An advanced CRM platform is an essential part of your marketing arsenal. View the site behaviors of different users, and analyze which listings they view the most. If the visitor signs up for an account and saves a listing to their favorites list, follow up with a personalized email about the listing. You can also choose similar listings from your inventory and create a customized list for them based on their wants and needs. This strategy is a great way to nudge them forward in the sales process and draw their attention to other listings they might have missed in their search.

6) Display featured listings on your website.

Your homepage is often the first thing that visitors will see when they navigate to your site; take advantage of that. Use a featured listings carousel on your homepage to highlight the cream of the crop and point your visitors to your most popular properties. A word of caution: don’t overload your featured listings carousel with more than 20 properties. People don’t scroll, and they could become overwhelmed by a huge number of featured listings. Use the carousel to target specific properties in your inventory.

7) Highlight listings by creating recommended searches on your homepage. 

Recommended searches are also a great way to optimize the coveted real estate (pun intended) of your homepage. Let’s say you want to increase the exposure of your waterfront listings. Create a recommended search called “Waterfront Properties in [Insert Town Here].” When visitors land on your homepage, they’ll see your list of recommended searches, click on them, and navigate to a list of hand-picked listings. This strategy is a great way to highlight certain properties that your potential clients may not know exist and increase exposure of lesser-known property types.

8) Include open house schedules with listing information.

Include an open house schedule with every mention of your listing – whether it’s on social media or your blog post. Create a public Google calendar with every listing’s open house information, and share a link to it whenever you can. Make sure you update the Google calendar with each new listing, and notify your followers if you make a change to the schedule. A public calendar will provide important information for potential clients about their favorite listings; it will also show them open houses for other listings that may fit their needs. Keep in mind that many MLS companies do not provide vendors like Union Street Media with open house information. Be sure to update your description with that information for other sites, and post the open house information in your blog and social media pages.

9) Create white papers or case studies that analyze the local market.

Showcase your expertise and draw attention to your listings by analyzing the local market and its current trends. Create visual content like videos, infographics, or charts to further explain the nuances of your region’s real estate ecosystem. These white papers and case studies will signal to buyers and sellers that you are a trusted authority for real estate. This authority will easily translate to exposure for your listings and higher conversion rates.


Prepping Your Website for the Busy Season, Part 1: Market Research on Summer Traffic

[This blog post is part of a four-part series on how to prep your website for the busy season. Look for following posts over the next few weeks to make sure your website is ready for the rush.]

Ah, summer. The sun’s out, the weather’s warm, and flowers are in full bloom. It’s enough to make you feel like Julie Andrews in the Swiss Alps.

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That is, unless you’re in real estate. Then, summer is a certified mad house.

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Summertime Real Estate Website Launches

The summer months are always a busy time in the real estate world. Potential clients swarm the Internet in search of their new home, and they leave no website unturned in their journey. With that in mind, we design and optimize all of our sites to snatch up those potential leads so your business can reap the benefits.

We’ve been collaborating with our awesome clients over the past few weeks to deliver our latest batch of websites – dressed to the nines and ready to rumble. From the Chris von Trapp Real Estate team in our native Vermont to Boston’s Cantave Realty Group, we’ve been everywhere. This summer also marks an important time in Union Street Media’s history; we recently expanded into New York with our first website there (you can read more about that here). We’re doin’ big things, and we couldn’t be happier than to have our amazing clients family by our side.

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Behavioral Lead Targeting: Not Your Typical Lunch

Social media websites allow millions of users to engage in conversation.Traditionally, these sites are not meant as a hard sales tool, but it’s a great idea to use your social media network, customer relationship management platform, and remarketing strategies to listen to user conversations and learn more about your clients’ motivations.

tumblr_n3gf94PDx81smcbm7o1_500You can easily use social media or a CRM platform as a warm sales tool. Consider the BLT (yum). I know what you’re thinking: “what the heck does a delicious sandwich have to do with marketing?”

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3 Easy Ways to Rethink Your Digital Marketing Strategy

Back in the dark ages of marketing, success meant throwing millions of dollars at extensive newspaper spreads and glitzy Super Bowl commercials. Don’t get us wrong – we enjoy quippy, 30-second spots just as much as the next guy.


But here’s the thing: people aren’t sitting in front of newspapers or TVs anymore.

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