Buffini & Company Resources

Do This, Not That: Real Estate Marketing Fundamentals

These days, it seems like there are many ways to run a real estate marketing strategy—but only a few will set you apart from the crowd.

A strong real estate marketing plan should be grounded in the fundamentals. Rather than relying on the flashiest new technology to generate leads, agents who want to ensure their longevity in the industry should tap into timeless business principles, like building relationships and providing exceptional service. The technology tools you use should support these activities, not replace them. To help you hone your own marketing tactics, we’ve compiled this list of what to do—and what not to do—to run a business rooted in the fundamentals. See if there’s anything you’d like to add or change within your current marketing plan.


  • Write Notes. Write to say thank you for referrals, follow up with new leads or just check in. These unexpected extras make a client’s day.
  • Pick Up the Phone. In this digital age, a voice-to-voice conversation stands out. Call clients to check in, share market updates, etc. Shake it up with an occasional video message.
  • Pop-Bys. These are small client appreciation gifts you drop off to remind clients that you’re never too busy for their referrals or real estate needs.
  • Send Monthly Mailers. Share valuable info on tax prep, real estate trends, home improvement hacks, personal growth strategies or other good-to-know topics.
  • Personalize It. Use first names in email blasts, text messages or other communications when possible.


  • Cold Call. Swap cold calls for interactions with your sphere of influence—people you already know and enjoy.
  • Buy Leads. These are costly and rarely convert. Instead, focus on providing value to relationships you already have in order to generate referrals.
  • Prioritize Online Ads. While digital ads can be helpful for brand awareness, they shouldn’t be your entire strategy, as they rarely offer a return on investment.
  • Pay for Billboard Advertising. There is no reason you should have to pay for your face to appear on a bus bench or grocery store divider when your marketing puts relationships first.
  • Lose Touch With Clients. Real estate shouldn’t be a “one-anddone” deal. Nurture the client relationship even after the sale to earn some of their referrals down the line.

For a real estate marketing kit that incorporates more “do’s” than “don’ts,” check out Buffini & Company Referral Maker® PRO. Get print and digital marketing materials, a real estate CRM, notecards and complimentary access to the industry’s most comprehensive training program. Give Referral Maker PRO a try today.

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