How to Market Your Real Estate Business During a Downturn

    Recessions used to be painfully easy to spot. Lately, however, the definition of the word “recession” seems to stymie even the most experienced and well-regarded economists.

    Is it any wonder that the general public, and real estate consumers in particular, are now confused about the economy? 

    Whether or not your real estate practice is feeling the financial pinch that many other small businesses are experiencing, it very well may be in the future. 

    Should you discontinue marketing during the downturn? 

    Your competition may be tempted to do so. Which is the biggest reason you should absolutely not stop marketing.

    Over the next few weeks, we’ll be bringing you several tried-and-true real estate business marketing methods that, although some are time-consuming, will be easy on your budget.

    The Market Update Series is shown above. To see more, Click HERE.

    Consider increasing your content marketing

    Content marketing, by definition, is not meant to promote your brand (although it often does) but to attract and spark interest in your real estate services.

    Right now, consumers (whether ready to buy or sell or wait it out) want to be kept abreast of the economy and the housing market and get tips on how to solve challenges in buying or selling in this market.

    Blogging is one of the best and least expensive ways to accomplish this. Before you put your fingers to the keyboard, however, let’s take a look at some of the plusses of blogging:

    • Have a blog on your website? If you consistently add content to it, you may receive 97% more inbound links than the agent who doesn’t have an active blog. “Inbound links boost a website’s authority, which is a major page-ranking factor.” (
    • Marketing advisory firm DemandMetric finds that “… companies with blogs generate 67% more monthly leads than those without.”
    • Their research also finds that you’ll spend 62% less on content marketing than on other forms of marketing.
    Structure your blog posts for easy-reading

    Most of us have landed on a blog post that hits us like a wall of words. And many will pass it by for just that reason. 

    Blog content needs to be easy to read, so break up long paragraphs and create additional interest by inserting bullet points, numbered lists, and lots of white space. 

    The folks at SEMRush find that a bulleted list every 500 words produces an average of 70% more traffic than posts that don’t contain these breaks.

    Then, vow to add some spice to each post

    Plan on adding images to each post. Types of engaging images include:

    • Stock photos
    • Screenshots that help explain the content
    • Infographics
    • Charts

    According to the SEMrush State of Content Marketing 2020 Global Report, your blog posts’ images are critical to getting more traffic.

    Blogging consistently during an economic downturn shows your website visitors that you’re still engaged in the industry, despite the slowdown. It demonstrates that you understand their concerns and are ready to assist them.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card!Click Here

    2. The Free 12-Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

    Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.