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iNCOM

Starting price: $249.95 setup fee + $49.95/month

Notable Features: 

SEO tools and landing pages are star of this product 

Pre-made website content

Light traffic analytics are available

Pros:

Affordable (especially for brokerages)

Online training videos available

No long-term contract is required

Free lifetime product upgrades

Cons:

One-time upfront setup fee

Not available in every US state (due to some state IDX rules!) 

Customized websites cost extra

iNCOM is a top-rated real estate marketing company that stands out for its affordability and robust website search engine optimization (SEO) tools. iNCOM helps real estate agents enhance visibility through customized websites and landing pages, and even provides light analytics to help you better understand your audience.

While iNCOM doesn’t require long-term contracts, setting up your iNCOM account may take some time. Online training videos are available. Unfortunately online marketing is a separate feature from website design. Live support is available during business hours.

Recommended for growing offices and agents with limited marketing resources who rely primarily on social media-focused lead generation, iNCOM is lauded by users for its effectiveness. However, users also report a few occasional glitches, such as issues with automatic renewals.

Overall, iNCOM is highly recommended for website design and online marketing in the real estate industry, with room for improvement in CRM reporting, customer service and user experience (UX).

Customer Reviews: 

Generally favorable, though some users do not like the setup fee.

Visit iNCOM

Wise Pelican

Starting price: $0.82 per postcard

Notable Features: 

High-quality mailers ranging from flyers to postcards to FSBO letters

Postcard campaigns specifically designed for real estate

Pros:

High-quality mailers

Memorable printed assets

Quick service

Wide variety of real estate templates

Cons:

Editing postcard templates may not be the most user-friendly experience

Delivery issues have occurred – though postcards are trackable after they are sent

While digital marketing is essential in today’s real estate industry, traditional methods like direct mail can still yield impressive results when done right. Wise Pelican specializes in direct mail marketing for real estate professionals, most notably emphasizing the almost-forgotten art of the real estate postcard.

Wise Pelican offers a range of direct mail marketing materials, from open house flyers to farming postcards to FSBO letters. The company provides customizable templates as well as the option to upload your own designs. Custom mailing lists can be created by drawing a polygon on an area map or based upon a specified radius around an address.

Direct mail can be an effective way to target specific geographic areas or demographics, and Wise Pelican simplifies the process for real estate agents looking to tap into this old-school, time-tested marketing channel.

Customer Reviews: 

Reviews are generally positive and indicate that Wise Pelican knows the real estate industry well and provides exceptional customer service.

87% of users rated Wise Pelican five stars on Trustpilot

4.8 stars from 563 reviews on Google

Visit Wise Pelican

The power of real estate marketing

In the fast-paced world of real estate, partnering with the right marketing company or agency can be a game-changer. The above real estate marketing companies offer an array of marketing solutions for real estate professionals, allowing you to concentrate on nurturing relationships with clients and closing deals. 

Remember: Each of the real estate marketing agencies and companies we’ve reviewed here offers unique strengths, whether you’re looking for comprehensive marketing solutions, content generation, lead generation or specialized design templates.

Before you decide on which marketing company to choose, take some time to consider your goals and define the results you’d want to see for a successful real estate marketing initiative, campaign or overall strategy.

Real estate marketing company FAQs

How to choose the right real estate marketing company?

Remember that the effectiveness of any marketing strategy depends on your specific needs, goals and target audience.

Take the time to assess your marketing needs, budget, and long-term objectives. Then, make a list of the top marketing companies to find the right partner for you. If possible, set introductory calls with each marketing firm and spend time comparing the pros and cons. Communicate in advance that you are evaluating a few different options, and once you think you have your marketing team assembled, sign up for a monthly subscription or pay for the company’s services.

What marketing works for real estate?

The type of marketing that works is the type that you commit to! Marketing can include anything from in-person networking to sending postcards to social media. Pick one or two types of activities that you enjoy – whether it be writing, design, talking on camera, taking beautiful photos – and use those skills to share your business with the world. Remember that consistency is key and you cannot expect instantaneous results.

What are the 4 P’s of marketing in real estate?

In real estate, the traditional marketing mix — often known as the 4 P’s of marketing — includes:

Product: The properties and real estate services offered by the agent or firm
Price: Understanding how to set competitive and market-appropriate prices
Place: The geographic location of your properties, along with their accessibility by public and private transportation methods
Promotion: The combined advertising, branding, and marketing strategies used by the agent to attract and engage potential clients

How can I market myself as a real estate agent?

Before you can market yourself successfully as a real estate agent, you need to understand your business. Identify your strengths, along with any areas that may need improvement. Here are some questions that can guide you in making an informed decision:

Establish your primary goal: Are you looking to boost lead generation (i.e. get more potential clients) or do you already have a large email list and need to focus instead on nurturing your existing client base? Defining your primary objective is crucial as it will influence the strategies and tools you need.
Assess your marketing budget: Your budget plays a pivotal role in selecting a marketing company. Companies can spend anywhere from 1% to 40% of their gross revenue on marketing. It all depends how aggressive you want to be and what expected return on your investment (ROI) you need to feel as though the money was well-spent. A general rule of thumb is to allocate approximately 10% to 20% of your commission income to marketing, or a “30% rule.” Be sure to have a clear understanding of what you can afford and think with an investor’s mindset.

What to expect from a real estate marketing company?

If this is your first time considering a real estate marketing company, it’s natural to wonder what to expect. Most importantly remember that specifics can vary from one provider to another — there is no one-size-fits-all marketing firm. However, there are certain fundamental features you should look for when working with a vendor of any kind, including:

Clear communication: If you’re investing in a company’s services, you should have a direct line of communication when you have questions or require assistance, whether that’s a chatbot, support email address or online discussion forum.
Trust: If you expect to collaborate on creative assets, like graphic design and website copy, you should trust your marketing company’s judgment and be able to communicate effectively when there are disagreements.
Performance metrics: Your investment should yield results. A reputable real estate marketing company should provide a method to track the value you’ve received for your expenditure, whether it’s a shared editorial calendar or a detailed performance report.
Renewable contracts: Real estate marketing isn’t a sprint; it’s a marathon. It demands ongoing attention and the flexibility to adjust strategies based on audience feedback. The most reliable marketing companies will typically require a minimum three-month commitment to ensure a sustained, effective campaign.

Is real estate marketing the same as lead generation?

No, they are not the same — though there is some overlap. Lead generation is a targeted strategy to attract potential clients by providing information or incentives. Marketing, on the other hand, is about building your brand, telling your story and creating awareness about the value you offer. Marketing can generate leads, but its primary purpose is to establish your reputation and trustworthiness. For example, a Facebook ad campaign offering a free home valuation is lead generation, but it becomes more effective when backed by strong branding and marketing efforts that make people familiar with your name and the quality of your services.

Our methodology: Choosing the best real estate marketing companies

HousingWire is the destination for industry leaders and decision makers to stay informed and stay ahead of what’s going on in the U.S. housing industry.

To determine which real estate marketing companies are best for industry professionals, the Vetted by HousingWire team of licensed agents and brokerage owners and marketers analyzed dozens of products and platforms. We’ve done the work so that you don’t have to, analyzing a wide sampling of reviews across social media, the Better Business Bureau (BBB) and online discussion forums.

We’ve been digging deep into the features, pros and cons of real estate marketing tools for agents, teams and brokers for years in our various roles. For this article, we evaluated each real estate marketing company based price, practicality, special features, ease of use, return on investment, client support, and customer reviews. We also reached out to agents we know and trust to get their feedback.

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