Online Marketing For Realtors: How To Get More Clients From The Internet

In 2025, most people will start searching for real estate on the Internet. If you are not seen there, you do not exist. But being "on the Internet" isn't enough - you have to be in the right places, with the right content, at the right time.

In this guide, I'll show you how to effectively use online marketing to get new clients.

Basics of an online presence

Professional website

Minimum:

• Clean design, fast loading
• Current real estate listings
• Contact form
• Responsive (mobile)

Ideal:

• Blog with expert articles
• References and case studies
• Calculators (mortgage, costs)
• Chat or chatbot

Google My Business

Why:

• Free
• Local visibility
• Customer reviews
• Contact information

How for it:

• Complete profile
• Add photos
• Collect reviews
• Update opening hours

Social networks

Basic presence:

• Facebook business page
• Instagram profile
• LinkedIn (personal + business)

Advanced:

• YouTube (video tours)
• TikTok (younger demographic)
• Pinterest (interiors, inspiration)

Content Marketing

Blog

Realtor Topics:

• How to Buy/Sell Property
• Financing Tips
• Local Market and Trends
• Real Estate Investment
• Legal Aspects

Sample Articles:

• "10 things to check before buying an apartment"
• "Mortgage guide: Everything you need to know"
• "Property prices in Prague 2025: What to expect?"

Video content

Types:

• Video property tours
• Tips and advice (short videos)
• Interviews with experts
• Performances locations

Platforms:

• YouTube (main channel)
• Instagram Reels / TikTok (short)
• Facebook (sharing)

Email newsletter

Content:

• New properties on offer
• Market analysis
• Buyer/Seller tips
• Legal news

Frequency:

• 1-2x a month (no more)

SEO for real estate agents

Local SEO

Keywords:

• "real estate agency + city"
• "apartment sale + location"
• "real estate agent + area"

Optimization:

• Local content on the website
• Consistent NAP (Name, Address, Phone)
• Local backlinks
• Google reviews

On-page SEO

Basics:

• Unique title tags (real estate)
• Meta descriptions
• Alt texts for images
• Structured headings

For real estate:

• Schema markup (Real Estate)
• Quality photos (compression)
• Detailed descriptions

Content SEO

Strategy:

• Long-tail keywords ("how to sell an apartment in Prague")
• Answers to frequently asked questions
• Local content (neighborhood guide)
• Regular updates

Paid advertising

Google Ads

Campaign types:

• Search (keywords)
• Display (banners)
• Remarketing (website visitors)

Keywords:

• "apartment sale praha"
• "real estate agency brno"
• "mortgage calculator"

Tips:

• Focus on local
• Use negative keywords
• Track conversion
• Test ads

Facebook / Instagram Ads

Targeting:

• Demographics (age, income)
• Interests (real estate, investments)
• Life events (wedding, baby)
• Location

Formats:

• Carousel (multiple properties)
• Video (tours)
• Lead forms (collection of contacts)

Tips:

• Quality visuals
• Clear call to action
• Test different targeting
• Remarketing to website visitors

Portal ads

Paid options:

• Reality (top, premium)
• Bezrealitky (highlight)
• Reality.idnes.cz

When it pays off:

• Hard to sell real estate
• Quick sale
• Luxury segment

Social networks in practice

Facebook

What works:

• Real estate offers
• Tips and advice (video)
• Local News
• Interactive Posts

What Doesn't Work:

• Offer Spamming
• Low Quality Photos
• Sales Texts With No Value

Instagram

Content:

• Beautiful Real Estate Photos
• Behind The Scenes Stories
• Tour Reels
• Carousel With tips

Hashtags:

• Local (#pragueapartment)
• Industry (#realitycz)
• Specific (#newbuilding)

LinkedIn

For whom:

• B2B contacts (investors, companies)
• Networking
• Personal branding

Content:

• Expert Articles
• Market Analysis
• Career Stories
• Networking Posts

Measurement and Optimization

Basic Metrics

Web:

• Traffic (Google Analytics)
• Traffic Sources
• Conversions (forms, calls)
• Bounce rate

Advertising:

• CTR (click-through rate)
• CPC (cost per click)
• CPL (cost per lead)
• ROAS (return on ad spend)

Social networks:

• Reach and engagement
• Follower growth
• Click through website

ROI calculation

Example:

• Monthly budget: 20,000 Kč
• Leads obtained: 50
• Conversion to store: 5%
• Stores: 2.5
• Average commission: 100,000 Kč
• Income: 250,000 Kč
• ROI: 1150 %

Common Errors

Error 1: Inconsistency

Problem: Post 1x a month, then 3x a day.

Solution: Content plan, regularity.

Error 2: Selling only

Problem: Every post is "Sell apartment!"

Solution: 80% value, 20% sales.

Mistake 3: Bad photos

Problem: Dark, blurry, messy images.

Solution: Invest in a photographer or quality equipment.

Mistake 4: Ignoring data

Problem: "We always do it that way."

Solution: Measure, test, optimize.

Mistake 5: Copying the competition

Problem: Identical content as others.

Solution: Find your voice, niche.

Marketing budget

Startup budget

Small office (1-3 brokers):

• Web: 30,000 Kč (one-off)
• SEO/content: 5,000 Kč/month
• Advertisements: 5,000 Kč/month
• Monthly: approx. 10,000 Kč

Growth budget

Central office (5-10 brokers):

• Web and maintenance: Kč 10,000/month
• SEO/content: Kč 15,000/month
• Advertisements: Kč 30,000/month
• Video/photo: Kč 10,000/month
• Monthly: approx. Kč 65,000

Summary: Action Plan

Month 1:

• Set up Google My Business
• Clean up/update website
• Get started with social media

Month 2-3:

• Run first ads
• Write 3-5 blog articles
• Collect reviews

Month 4-6:

• Analyze results
• Optimize campaigns
• Expand successful channels

Ongoing:

• Consistent content
• Measure and adjust
• Test new

Online marketing for real estate agents is not a one-time event – it is a process. But those who manage it have a steady stream of new clients. And that is the basis of a successful real estate business.

> Czech-law scope and editorial note: Legal, tax, accounting, tenancy, service-charge, condominium, metrology, insurance and data-protection statements in this article refer to the Czech Republic and the rules effective for the relevant date. Figures and examples are illustrative, not legal or tax advice. Verify current rules with the relevant Czech authority or a qualified adviser.