Real Estate Marketing in a Pandemic: How to Dominate Your Farm in 2021

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2020 was a year for history books – and truly was a remarkable year for residential real estate. After Covid-19 initially rocked all sectors of the economy, the housing market rebounded quickly with demand from homebuyers off the charts. In fact, listings under contract were up 20% year-over-year.

But many real estate agents struggled to maintain their business as restrictions were imposed and they could no longer rely on marketing tactics that rely on the physical world and in-person meetings. The most successful agents embraced the need to digitize every aspect of their business and doubled down on digital tactics.

In this blog we will discuss a few strategies any agent can use to boost brand awareness, generate leads, and position themselves to dominate their farm in 2021.

Leverage Data and Predictive Analytics

Knowing who to target is everything. Companies like SmartZip use big data and predictive analytics to identify which neighborhoods have the highest turnover rate and which homes in a neighborhood are most likely to sell over the next 12 months.

When you have data-backed listing predictions, you can concentrate on the people who matter most and hyper focus marketing campaigns. With SmartZip, your “farm” isn’t just a ZIP code. It’s a narrowed list of the homeowners most likely to sell.

Target Expired Listings and For Sale by Owner

Expired listings and FSBOs are potential goldmines if you know how to exploit them effectively. Remember, these listings have already shown a desire to sell and do not require 6-12 months of outreach and follow up. Your objective is to present them with a vision that shows you are the local expert and have the marketing engine to highlight their property in an attractive new light.

Content is Key

A well-calculated content marketing strategy will not only boost your online presence on Google’s search engine results page and social media – but establish your company as a source of authority and domain expertise.

Starting a blog is a great way to inform and engage potential leads. Tackle questions relevant to all buyers and sellers, such as: “When is the best time to buy or sell a home? What is the current inventory like? Is it a buyer or seller market?”

White papers are another form of content that promotes credibility. By providing industry-specific information, trends and data you are offering genuine value to prospective sellers: an act that will not go unnoticed in your sphere.

Referral Marketing

Did you know 92% of consumers trust referrals from people they know and are 6X more likely to do business with you? Growing referrals is like building your 401(k) – the sooner you start, the more you benefit from a compounding effect.

Leverage your sphere of influence by requesting referrals from happy clients and promoting testimonials on social networks so you stay top of mind with buyers and sellers.


The pandemic has forever changed our lives and how we do business. Pivoting your marketing strategy to align with a focus on digital channels and techniques will put you in a position to capture more real estate transactions in 2021 and for years to come.

For more information from our partners at SmartZip, check out their site.

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