6 Marketing Strategies Property Agents Must Master Today (My Personal Favourite Is #6)
- Stuart Chng
- Dec 19, 2025
- 8 min read
One of the biggest adjustments in a real estate career is realising that you are your own marketing department. There’s no corporate team handing you leads, running campaigns, or managing social media on your behalf. Everything from prospecting to content creation and follow‑ups sits squarely on your shoulders.
The good news? You don’t need to master every marketing channel out there. Strong results can come from learning just one or two strategies deeply and executing them consistently.
Tip: Don’t try to do everything at once. Focus on one method, get good at it, then expand.
Below are six marketing strategies that modern property agents should understand and consider using today.
1. Content Marketing
Content marketing takes time to build momentum, but it offers one of the best long‑term returns with minimal cash outlay.
It’s a form of soft selling — instead of pushing listings, you create useful digital content such as articles, videos, or infographics that educate and build trust.
The branding is subtle, but the credibility compounds over time.
Examples include:
Writing market outlook articles on LinkedIn or your personal website
Designing simple visuals explaining HDB loan steps
Filming walkthroughs or reviews of new launches and resale homes
Creating short, punchy reels or stories tailored for today’s short attention spans
Interviewing industry experts like architects or designers
With enough reach, content can even become a revenue stream. Platforms like YouTube pay creators for views, and strong personal brands often attract sponsorships.
Pros
Low direct monetary cost
Scales far beyond what you can do physically
Can become a long‑term asset that works 24/7if you do it tastefully.
Cons
Very time‑intensive, especially at the start
Requires skills in writing, design, or video creation
Public visibility means your opinions may be challenged
Having feedback from a mentor or marketing‑savvy teammate helps reduce blind spots and refine your messaging.
2. Above-The-Line Marketing
Above-The-Line (ATL) marketing refers to mass‑reach channels like newspapers, radio, TV, and paid YouTube ads. It’s generally not target-specific and best used when you want widespread visibility.
Examples include:
Newspaper advertisements
Radio or TV commercials
Paid video ads on major platforms
Pros
Immediate exposure to large audiences
Professional agencies can handle production
Highly repeatable if budget allows
Cons
Expensive, often requiring five‑figure budgets
Difficult to track exact ROI
Higher regulatory and compliance risks
While not ideal for beginners, ATL marketing can play a role later when your business and resources grow.
3. Social Media Marketing
Social platforms have become powerful tools for building visibility and relationships — but they demand consistency and responsiveness.
Social media marketing may stand alone or support your content strategy.
Platforms include Instagram, Facebook, LinkedIn, TikTok, and YouTube.
Common uses include:
Showcasing listings and daily work
Sharing market updates or regulatory changes
Documenting your journey through stories and short videos
Engaging prospects through comments and messages
This channel thrives on interaction. Conversations build familiarity, which often translates into trust.
Social media marketing thrives on interaction. Conversations build familiarity, which often translates into trust.
Pros
Free to use
Highly interactive and relationship‑driven
Amplifies other marketing efforts
Cons
Extremely time‑consuming
Public posts can be misinterpreted or shared out of context
Online warmth doesn’t always translate offline
4. Cause Marketing
Cause marketing allows you to support worthy goals, like sustainability, animal causes or the less fortunate through your business and marketing.
Cause marketing aligns your business with social or environmental causes you genuinely care about.
Instead of leading with sales, you lead with purpose — whether it’s sustainability, community support, or social responsibility.
Examples include:
Donating part of your commission to charitable causes
Supporting green‑certified developments
Fundraising for families facing housing difficulties
Many buyers, especially younger ones, prefer working with professionals who stand for something beyond profit.
Pros
Adds meaning and authenticity to your work
Attracts like‑minded clients and partners
Builds strong brand affinity over time
Cons
Must be handled sincerely to avoid backlash
Sales impact may take time
Some causes can be unexpectedly polarising
The key is to choose causes carefully and stay genuine.
5. Syndication & Content Partnerships
When seeking strategic partnerships, don't forget content partnerships for your marketing!
This strategy allows you to tap into existing audiences instead of building one from scratch.
You contribute high‑quality content to platforms or individuals who already have strong reach — in exchange for exposure.
Examples include:
Writing articles for industry publications
Providing exclusive videos to influencers
Contributing guides to mortgage or property portals
All you need is clear attribution and contact details. Done right, this is one of the fastest ways to grow visibility.
Pros
Rapid audience growth
Builds industry relationships
Accelerates learning through collaboration
Cons
High content quality required
Some platforms may charge fees
Time‑consuming to coordinate
6. Search Marketing (SEO & SEM) — My Favourite
Search marketing focuses on reaching people exactly when they’re looking for answers.
Unlike social media, where you broadcast to broad audiences, search marketing captures high‑intent users actively seeking solutions.
For example, someone searching “How to Upgrade to an Executive Condominium Before Selling Your HDB” is likely far closer to making a decision.
With such a high-intent search, we know that the customer is possibly very serious and has a high chance of conversion.
In such cases, this is what they will see.
In all searches you would first see the paid listings, which can cost anything from $20 per click to hundreds of dollars per click if it is a popular new launch project or keyword.
For agents with deep pockets or who prefer to pay for results, this is the common way modern real estate marketing is done and which delivers high quality client leads.
However, take note that it is also very prone to abuse and unethical behaviour as I have heard about classes conducted by agencies that coach agents to click on competitor's ads. (Pls don't do this.)
Which is why I highly prefer using Search Engine Optimization (SEO).
As you can see below, for this same search term, my site is ranked on page 1 and at this point in writing, the 3rd listing shown by Google.
Being on page 1 of Google organically, without paying any advertisement dollars, is an important part of winning the game of marketing.
This means that I get to enjoy unlimited eyeballs and clicks WITHOUT paying a single cent.
It is a huge deal, considering that this is just one of the keywords that my site ranks for among many others. Imagine having to pay $10 per click for 1000 keywords. Marketing budgets can become intolerable and harder to recoup after awhile.
The downside to SEO though, is the steep learning curve and huge levels of work involved if you are doing it yourself.
There are tons of online guides that preach different methods (and of which many are outdated) and you would be wise to seek out a mentor who has achieved proven SEO success so that you apply the right method from the start.
Outsourcing also costs a huge amount of money which is difficult to justify when results take a much longer time to realise than SEM.
Those who are able to get past this initial stage of building, will soon realise that the fruits of a well SEO'd site are greater and juicier than the ones of SEM and help you trim your costs down while bringing in clients from all walks of life.
None of these are easy, but they are essential
Most agents run solo and don’t have a marketing team, so it all boils down to you.
Just take it in stride, and learn one of them at a time.
To the extent that your budget permits, consider acquiring the expertise of specialists in various domains such as design, copywriting, and video editing. This approach will enable you to redirect your attention towards the most crucial aspect, which is ultimately spending valuable time with clients.
Executed well, these strategies can give you the same reach as a media company several times the size of your business and helps you "systemise" your real estate business and amplify your results.
Systems take time and effort to build but are stepping stones to a greater good that someday will passively help you carry a lot of your prospecting and marketing load.
I highly encourage that you spend at least 50% of your working day on real estate content creation and distribution that will give you a huge moat against the competition in the long run.
All great businesses have systems in place that work reliably 24/7 to build trust with its customers and generate leads without relying purely on physical man hours.
Final Thoughts
None of these strategies are easy — but all are powerful.
Most agents work solo without marketing teams, so the key is progress, not perfection.
Learn one method at a time. Where budget allows, outsource specialised tasks like design or video editing so you can focus on clients.
Well‑built systems can eventually market your business around the clock, reducing reliance on constant manual effort.
If you invest time into building digital assets today, they can become your strongest competitive advantage tomorrow.
Did this article provide you better clarity?
Like, comment below and share this with your friends who need help in their real estate career or are planning to embark on one soon!
Searching for tech savvy real estate career mentorship to improve your results?
Get a free 30 min strategy consultation with Stuart and his leaders that will help you achieve greater results in your sales and team building. Schedule one here right now.
Stuart Chng, Executive Group District Director of Huttons Asia, is a renowned leader and personality in the real estate industry.
He adores music and can play a few instruments decently without upsetting his neighbours. When not doing so, he enjoys pillow fighting with his son and coming up with silly puns which barely amuses his wife.
Professionally, he is a licensed real estate agent, an avid stocks, options and real estate investor, multiple businesses owner, team leader, speaker and columnist for several property newsletters and blogs and is often quoted in media interviews on 938FM, Channel 8, PropertyReport, PropertyGuru and other publications.
Throughout his career, he has helped many clients grow their wealth through selecting great property investments and managing their portfolios actively. Read his clients' reviews here.
Stuart has also coached many top million dollar producing agents from top real estate agencies in Singapore. Read his agents' reviews here.
Relevant Reading
- Find out how you can build your personal brand in the real estate industry and stand out like a star!
- Find out more about NAVIS Huttons Training Programmes.
Comments