What Does A Marketing Director At A Real Estate Brokerage Do?

In an industry with so much changing all the time you may ask yourself – what does a marketing director at a real estate brokerage do? As a marketing director at a real estate brokerage, my responsibilities include a wide variety of tasks including supporting agents, content creation, advertising, and lead generation. From managing digital ad campaigns to website management and direct mail campaigns, I aim to ensure that the brokerage’s marketing efforts align with its overall business objectives. Here are ten main areas that highlight what a marketing director at a real estate brokerage does:

Agent Requests

As a marketing director, one of my primary responsibilities is to support our agents with various marketing requests. Agents are typically not trained in design software, current social trends, and the technical skills to produce high-quality marketing content. This includes both digital and physical media for promoting an agent’s listings or business. Commonly requested materials such as social media graphics, open house flyers, postcard mailers, digital ad campaigns, newsletter blasts, or simply just helping troubleshoot issues with technology – are daily responsibilities.

Brokerage Signage

When you think of real estate, most people picture a home with a “for sale” sign or a commercial building with a “space for rent” sign. Signage is absolutely vital to inform the public of the sales or occupation status of a property. Another huge role of a marketing director is designing, printing, and managing signage for the entire brokerage and its agents. This signage includes open house, for sale, fence, and rider signs among many other special requests from agents such as a commercial window sign or billboard design. 

Generating Company Leads

Another critical aspect of a marketing director’s role is to generate leads for the brokerage. This is the overall goal of all marketing efforts with different methods with each platform or method. Marketing campaigns are generally geared towards buyers and sellers, but we cover the whole spectrum by collecting renter, landlord, property management, and agent prospect leads as well. This involves creating and implementing digital marketing campaigns, digital ads, blogging, and social media marketing.

Website Management & Blogging

As previously mentioned blogging is a huge tool in generating leads for the brokerage. Topics include recent market trends, real estate tips/advice, local happenings, and more. Blogs for the brokerage and its agents are just a portion of website management responsibilities for maintaining a healthy website. The main website duties include managing listings, implementing property SEO, adding/refining content, creating new pages, managing users, managing Zapier connections, and maintaining proper CRM integration.

Send Mailers & Collect Mailing Lists

In addition to digital marketing, managing the brokerage and agents’ direct mail campaigns is another important responsibility. These campaigns are great for guaranteeing your message actually gets to your desired audience. Promoting new listings or open houses, offering free services, and providing useful information is just a few of the regular mailing campaigns real estate agents use. All an agent needs to do is provide some basic information and I handle the rest – pulling mailing lists, generating postcard designs, and handling all mailing logistics.

Social Media Management & Engagement

Social media is a crucial piece of any modern marketing strategy – besides your website, this is the online face of your business. Managing the brokerage’s social media accounts, including creating and posting content, engaging with followers, staying on top of trends, and growing our following. Agents can also request custom graphics for whatever they want to post about. Open houses, new listings, free home valuations, holiday/seasonal graphics, and event marketing are common agent requests.

Create & Manage Digital Ad Campaigns

Implementing proper digital ads is essential for lead generation and agent recruiting – these platforms include Google Ads, Facebook, Instagram, and LinkedIn. I develop and manage digital ad campaigns for both the brokerage’s main marketing efforts, as well as any agents looking for a new source of leads. We create custom landing pages and blogs for specific campaigns that talk to our CRM software. Our system will create new leads and automatically sort them into the correct categories and follow-up campaigns.

Develop Brokerage Marketing Strategies

I work closely with the brokerage’s leadership and managing brokers to develop marketing strategies that align with the brokerage’s business goals. This includes identifying target markets, setting marketing budgets, and measuring the success of marketing campaigns. Developing these strategies means spending time researching the market and competition, as well as knowing how to access this information so time-sensitive marketing strategies can be efficiently pushed out.

Event Planning & Public Relations

Networking events, company happy hours, and agent recruitment events are just a few of the many events that a marketing director will organize and manage for brokerage. I plan and execute marketing events and public relations activities to promote the brokerage’s brand and build relationships with clients, industry partners, and agent prospects. This includes booking a venue, managing attendees, organizing food & beverages, and being there to make sure everything runs smoothly – all working within determined budgets.

Troubleshooting Technology

Finally, as the marketing director, I also troubleshoot any technical issues that may arise, ensuring that the brokerage’s marketing efforts are not disrupted or delayed. This includes resolving issues with brokerage accounts, websites, and software, and fielding various bugs & glitches that may arise. It can also be as simple as helping a broker with a spreadsheet or uploading a file – I’m here to ensure the ship sails smoothly.

What Does A Marketing Director At A Real Estate Brokerage Do?

A marketing director at a real estate brokerage is a dynamic position that requires the balancing and shifting of a wide variety of tasks. From traditional print marketing to always-changing digital marketing, and everything in between – the ultimate responsibility of a marketing director or department is to support our agents. Making sure leads are coming in, agents are supported, and implementing effective marketing strategies is just scratching the surface of the deep dive into the real estate marketing world.