Update: Since this post was published, Zillow reversed their ban on pre-marketing to competing platforms, and Compass dismissed their lawsuit. The situation is moving fast — which is exactly why your clients need an agent who's paying attention.

 — a product that lets sellers make their "coming soon" listings publicly visible on Zillow and Trulia 

Keller Williams, RE/MAX, and HomeServices of America are already in. Participating listings get elevated placement in search results, and buyers can save, share, and pre-schedule tours during the preview period.

This is not a random product launch. It's a direct response to a growing trend of sellers choosing to pre-market listings privately — visible only to buyers working with certain agents. Zillow says that keeping listings out of public view hurts consumers. Not everyone agrees. And that's where it gets interesting.

 When more buyers can see a home, sellers get more exposure and more competition. More competition typically means stronger offers. If your goal as a seller is maximum value, broad visibility is hard to argue against.

The case for private pre-market listings:

 Some sellers genuinely don't want their home blasted across the internet before they're ready. Privacy, timing, and the ability to test the market quietly are real considerations — especially for high-profile sellers or unique properties. Agents who offer private pre-marketing argue that seller choice should drive this decision, not platform politics.

Both of these positions are legitimate. The right answer depends on the seller, the home, and the market — which is exactly why your clients need an agent who understands the difference.

What's Actually Going On Behind the Scenes

Every company involved in this debate — on every side, including Zillow — profits when listings flow through their platform. That doesn't make anyone the villain — and the consumer benefits are real. But it's worth understanding that listing inventory is the most valuable asset in real estate, and every company in this fight has a business reason to care about where it lives.

Watch what they do, not just what they say.

This is a news cycle. And news cycles are content opportunities.

Right now, buyers and sellers in your market are seeing headlines about Zillow, private listings, and portal wars — and they have no idea what any of it means for them personally. You do. That's the post.

The agents who show up during moments like this — not to pick a side, but to educate and contextualize — are the ones who build the kind of trust that converts to clients. You don't need to have a hot take. You just need to show up and be useful.

"Here's what the Zillow news actually means for buyers and sellers in [your city]"

This is the highest opportunity play right now. National coverage is everywhere — local context is not. What does your market look like? Low inventory? High demand? Pre-market exposure might mean something completely different where you sell than it does in another city. That's a post only you can write, and it's the one that builds real authority.

"Before you agree to pre-market your home, ask your agent these questions"

Protective, practical, and it positions you as the agent who puts outcomes first. Works regardless of which side of the debate you fall on.

"If you've been losing out on homes before they even hit the market — here's why"

Buyers are frustrated. They feel like they're always one step behind. Explain what's been happening in plain language. Be the person who finally makes it make sense.

4. The question your clients are actually asking

"Should you pre-market your home? Here's how to decide."

This is what buyers and sellers are genuinely Googling right now. Walk through the pros and cons of pre-marketing — when it makes sense, when it doesn't, and what questions to ask your agent. No portal politics. No brokerage loyalty. Just seller strategy that positions you as the advisor who helps clients think it through — regardless of where you hang your license.

 "I don't work for Zillow. I don't work for Compass. I work for you."

 "My job isn't to pick a side in the portal wars. My job is to get you the best outcome."

Simple. Clean. Reminds your audience exactly whose interests you represent.

C&C Members: We created a post that's 95% done for you:

The platforms will keep fighting. The rules will keep changing. The agents who win long-term aren't the ones who picked the right portal — they're the ones who built an audience that trusts them enough to call when it's time to buy or sell.

That's the whole game. And it starts with showing up consistently and saying something worth hearing.

If you want help knowing what to post — not just during news cycles like this one, but every single week — that's what Coffee & Contracts is for.

Coffee & Contracts is a content membership for real estate agents who want to attract clients through social media — without the cold calls, the cringe, or the guesswork.

Zillow Preview just launched. Here's what's really happening, what it means for your sellers and buyers, and 5 content ideas to post about it this week.

What Zillow Preview Means for Real Estate Agents (And What to Post About It)

Zillow Preview: What Agents Need to Know

Most people start their home search by looking for answers.

“Is this a good area to live in?” “What’s the vibe of this neighborhood?”

That’s where real estate marketing begins, long before anyone reaches out to an agent.

Today, your content shows up in search results, gets saved for later, and helps people quietly decide who they trust in a local market. Which means marketing in real estate isn’t about posting more. It’s about showing up with the right context and in ways people actually relate to.

If you want your marketing to attract real clients (not just views), you need a strategy that combines local insight, clarity, and consistency.

Read on to understand what real estate marketing actually looks like now, how to build a plan that fits your business, and the strategies and ideas that actually help you get found and contacted.

Real estate marketing is about becoming the name that comes to mind when someone starts planning a move, whether that’s buying, selling, or relocating to a new city. It’s about building enough familiarity and trust that potential buyers and sellers naturally turn into clients.

Real estate marketing usually includes local outreach, social media, online visibility, email marketing, and staying in touch with past clients. But effective marketing comes down to getting a few core things right:

Showing up consistently for the right audience

Being clear about who you help and where you work

Creating content that answers the questions your future clients are actually asking

When those three things are in place? Marketing starts to feel a lot less like a chore.

Why Does Real Estate Marketing Feel So Hard?

Real estate marketing feels harder than it should because most agents are competing for attention in a crowded space without a clear plan for standing out.

You might think showing up everywhere is the key to building visibility—social media, email, Google search, and local networks.

But no one tells you this: with so many options, it’s easy for your efforts to get spread across different channels, formats, and ideas. This often makes it tough to pinpoint what’s actually moving your business forward. Over time, that lack of focus can make real estate marketing feel scattered and harder to manage than it needs to be.

The decision cycle in real estate is long. Buyers and sellers often follow along quietly for months before they ever reach out.

Because the results aren’t immediate, it can be hard to tell what’s working. That uncertainty makes it tempting to change direction too quickly, even when your efforts are slowly building awareness in the background.

3. Most advice focuses on posting instead of strategy

A lot of real estate marketing advice centers on what to post. But what really matters is why certain content works for your audience and your business.

Without that bigger-picture strategy, it’s easy to keep posting without seeing consistent inquiries or leads.

Real estate is deeply local. What works in one market doesn’t always translate to another.

Generic content often misses the mark because it doesn’t reflect local knowledge or address the questions buyers and sellers in your area actually have. When your content feels more connected to your market and your audience, it becomes much easier for people to see why they should work with you.

How to Make a Marketing Plan for Real Estate?

Making a real estate marketing plan is about clarity. Know who you’re talking to, where you’ll show up, what you’ll create consistently, and how you’ll measure results. When you start with a simple plan, everything you post serves a purpose. For agents who are 

 in real estate, building a clear marketing plan early can help create consistent visibility and attract the right clients from the beginning.

Your plan begins with one specific outcome you want in the next 90 days. For example:

Generate 10 quality conversations from social media

 use social media for lead generation, but without a clear goal, it becomes hard to know what’s actually working. Defining one outcome helps you choose the right platform and stay focused.

Want to know which social channels are best for real estate agents? Check out the 

Top 5 Social Media Platforms for Realtors

One of the biggest leaks in a marketing plan is a vague audience. If you try to talk to everyone, you end up connecting with no one. So, define your target:

: First-time buyers, sellers in a range, investors, downsizers

: Local searches, people researching market trends, relocation interest

 found their homes online. If your content doesn’t resonate well enough with the locals, you lose traction before the first conversation.

Once you know your audience, you can choose where you’ll show up. Pick a real estate marketing channel where your future clientele is the most active.

Organic social media channels (Instagram, Facebook) work well for local visibility and conversations. Search visibility (Google Business Profile and local SEO) captures intent. And email or CRM follow-ups keep past clients warm.

Include a list of channels you’ll post on each week in your plan.

Content pillars are the categories you repeat weekly. Select around three pillars to keep your marketing focused.

Here are a few good examples for real estate:

: Local guide posts like ‘Where to eat in NYC’, ‘Ranking my favorite places in Chicago’ and relocation posts like ‘5 underrated LA neighborhoods that’ll blow up in 2026.’

: Authority builder and personal brand builder posts like ‘5 things I never skip when showing homes’, ‘2025 Recap’ or ‘Being a realtor is…’

: Listing feature posts like ‘5 things I hate about this listing in NYC,’ neighborhood roundup posts like ‘3 neighborhoods in LA I’d invest in right now’ and sold listing case study posts with before and after photos.

When you look at your calendar, make sure your posts slot into one of these pillars. This structure helps you:

 people living in a particular city or are planning to move but buying or selling isn’t on their mind yet.

 leads by building familiarity and trust through consistent, personality-driven content that shows how you think and how you work.

 by giving the right people a reason to reach out when they start getting serious about making a move.

 is built around these exact pillars and organized into a weekly rhythm so you're never starting from scratch or guessing what to post. When your content is already mapped to such pillars, you’ll naturally cover all three goals—reaching new people, building trust over time, and creating moments that lead to real conversations.

How to Record B-Roll as an Agent: The Ultimate Guide

most marketing plans fall apart because they aren’t built around real-life schedules. If your plan doesn’t fit your busy week, consistency becomes impossible. So instead of chasing an ideal routine, build a simple weekly rhythm you can actually stick to.

A couple of feed posts that highlight local life or what’s happening in your market

A short-form video about the best local places to visit

Stories that show behind-the-scenes of your day or work

A touchpoint that keeps you connected with people already in your network

This rhythm keeps you consistently visible without burnout.

You don’t need a dashboard full of numbers. Track the top three metrics that connect to your goal. For example:

Conversations started (DMs, calls, inboxes)

Local engagement (comments from locals, lead magnet downloads, question-based replies)

Remember to focus on metrics that show real client interest. Adjust your plan each week based on these indicators.

Which posts performed the best? And which ones tanked? Ask these questions to clarify what worked and the ones that didn’t.

Did this align with my audience definition?

If something isn’t working, adjust one thing at a time. Refine your content pillar, the topic, or the channel you’re using. Small, consistent refinements help you improve faster than constantly starting over.

Top Real Estate Marketing Strategies that Work

Once you have a simple marketing plan in place, the next step is choosing the strategies that move the needle. Here are some strategies you can try:

1. Build authority in one specific market

Trying to talk to everyone usually leads to content that feels generic. If you want to see real traction, show up consistently with content that’s clearly tied to your city and local market.

Start by sharing monthly local guides and event roundups when they're most relevant. These posts perform best because they give locals something timely worth saving and sharing. Over time, that visibility helps you attract the right audience without forcing the conversation.

For instance, check out this Coffee & Contracts 

 that can help you attract locals and get shares that help you reach new audiences.

When your content consistently reflects the same local market, people start associating you with that area. That familiarity matters when someone is choosing between multiple real estate professionals.

This strategy also improves local search visibility, because your content naturally includes location-specific language that buyers and sellers are already searching for.

2. Repeat the same buyer and seller questions on purpose

Most effective real estate marketing is more about repeating the right questions until they stick and less about new ideas. A few strong examples could be:

“How much do I need to buy right now?”

“What happens after an offer is accepted?”

Real Estate Marketing: Strategies, Examples, and Ideas That Actually Work

There's no universal answer, but the agents who build consistent pipelines tend to share a few habits. That usually includes creating local content that speaks directly to your target audience and reflects your market, social media posts that explain decisions, not just showcase listings, a consistent email marketing rhythm to stay connected with past and future clients, and repurposed resources like local guides or market snapshots that work across every channel. The goal isn’t to be everywhere. It’s to show up clearly in the places your local market already looks for information.

What is the best way to market real estate?

It can work on most platforms, but spreading across all of them usually just dilutes your effort. You're better off choosing one or two where your local audience actually spends time and showing up there with intention. For most agents, Instagram is the strongest starting point because visual, location-driven content tends to perform well there.

Does real estate marketing work on most social media platforms?

The strategies that work best are the ones that help buyers picture themselves in the home and feel confident about the decision. That includes listing content that explains who the home is right for, short real estate videos that answer buyer questions, open house campaigns that build anticipation across social, email, and text before the doors even open, and story-driven posts that answer the real questions buyers are already asking. When your marketing reduces uncertainty, it becomes easier for the right people to take the next step.

What marketing strategies work best for selling properties?

Sellers tend to be practical. They want to know how the property will be marketed online, which platforms matter, whether open houses still work in their area, and how you plan to attract serious buyers instead of just generating views. The agents who win these conversations are the ones who can walk sellers through the strategy, not just hand them a list of marketing materials.

Which questions do sellers ask about marketing strategies?

Polls and questions work because they make it easy for someone to interact without committing to anything. Instead of asking people to reach out directly, you're inviting a low-stakes response that quietly signals interest. Examples include: Would you choose location or square footage? Which kitchen style feels more livable? Would you buy now or wait? These organic social media posts spark conversation, surface buyer preferences, and help you understand your target market, while keeping your social media pages active and human.

How can social media polls or engaging questions attract buyers?

An effective real estate marketing plan starts with clarity, not spending. Key steps include defining your future clients and local market, choosing 2 to 3 primary marketing channels, allocating budget between owned content, marketing tools, and optional paid advertising, and setting realistic goals for new leads and conversations. A good marketing budget supports consistency over time rather than one-off marketing campaigns.

How do you create an effective real estate marketing plan or budget?

Skip the vanity metrics. What you want to track are the signals that show someone is moving toward a decision: lead form submissions, DMs that ask real questions, email replies, landing page visits, and how often your content is showing up in local search. These numbers tell you whether your marketing is working and give you something concrete to refine, rather than just more data to collect.

What metrics should be tracked for real estate campaigns?

Home

Real Estate Marketing Tips

Real Estate Marketing Ideas for Agents

Welcome to the first installment of our "Top Realtors Sell from Instagram" series, where we spotlight agents who've cracked the code on building real business through social media—not just followers.

Selene Hanna doesn't fit the typical real estate agent mold. At 18, while most teenagers were figuring out college applications, she was getting her real estate license. By 22, she added a loan officer license. At 24, she earned her broker's license. Now, at just over 8 years into her career, she's built a $60M portfolio in Orange County, California, and grown her Instagram to 30,000 followers who actually convert into clients.

But here's what makes Selene's story different: she didn't follow the guru playbook. She doesn't duplicate trending content or chase viral moments. Instead, she's built her entire strategy around one principle that most agents overlook—

being so original that viewers don't know what to expect

We sat down with Selene to understand how she turned Instagram into a lead generation machine without losing herself in the process.


The Early Years: When Hope Wasn't a Strategy

Selene's start in real estate wasn't glamorous. Growing up watching her dad in the business, she had the passion—she spent her childhood glued to HGTV, constantly redecorating her room because of how good it made her feel. But passion doesn't pay the bills.

"The first few years were TOUGH," Selene admits. "I looked and felt young, and our family brokerage wasn't equipped with the right training program. I didn't know how to get clients, so I would just post on Instagram and hope for the best."

Sound familiar? Most agents start exactly where Selene did—posting random content and praying something sticks. But Selene learned what separates agents who struggle from agents who scale: 

the first 3-5 years are about figuring out what actually works, not what looks good

Fast forward to today. Selene's confidence isn't just about follower count—it's backed by $60M in sales and a content process that consistently delivers.

What Most Agents Get Wrong About "Good" Content

When we asked Selene what separates successful content from noise, her answer was immediate: 

"I think most agents struggle to be authentic," she explains. "It's good to get inspo from other agents, but it's also important to be original. Don't rip-off and duplicate (R&D) ALL the time."

Her philosophy? Take an idea and spin it—but not for every piece of content. Don't chase trends blindly. Many of Selene's most successful videos are completely original concepts that audiences haven't seen before.

But originality alone isn't enough. Selene spends 

 because she's committed to adding real value. Every video serves one of three purposes: education, humor, or emotional connection. No filler. No vanity metrics. Just content designed to make the viewer feel something or learn something worth their time.


Inside Selene's Content Process: From Idea to Inbox

Here's the exact system Selene uses to create 10 videos per month without burning out:

: Start with value (educational tips), humor (something that makes viewers smile), or an emotional story.

: Develop your hook, body, and call-to-action. This might take minutes, hours, or days depending on the concept. Don't rush it.

: Plan where you'll film. Schedule 2 shoots per month, filming about 5 videos per shoot.

: Stop obsessing over hair, makeup, or lighting. "Don't worry about filming with a fancy camera, none of that matters," Selene insists. "Your iPhone and a ring light can go a long way."

: Use CapCut or Instagram Edits yourself, or outsource to someone else.

: Share on as many platforms as possible. Then comes the hard part—don't obsess over engagement. "If you're putting your best foot forward, people will notice and engage with you."

The key insight? Selene films in batches but plans strategically. She's not creating content for content's sake. She's building a library of valuable material that positions her as the go-to expert in her market.

When we asked Selene about her top-performing content, three categories stood out:

: "Honestly skits have been performing well and they're so easy to do!" Selene uses skits to educate in an entertaining format—breaking down complex real estate concepts through humor.

: A recent video where Selene shared her goal to learn Arabic performed exceptionally well. Why? Because it was genuine, unexpected, and gave followers a reason to root for her beyond transactions.

: Her video "hi i'm 1924 w oceanfront"—a spin on another agent's concept—connected with viewers through the emotional narrative of a home. Notice she didn't just copy the idea. She made it her own.

The pattern? Her best content either teaches something valuable, reveals something personal, or connects emotionally. Sometimes all three at once.

Perhaps the most valuable part of our conversation with Selene wasn't about tactics—it was about mindset. When we asked what she'd tell agents who feel behind or discouraged by comparison, her response deserves to be printed and pinned above every agent's desk:

"Comparison kills contentment. You're not competing with any other agent because you provide a unique set of skills that no one else has."

She continued: "There is plenty of business to go around, so try not to have a scarcity mindset. The only agent you should try to be better than is the agent you were yesterday."

Even with 30K followers and $30M sold in 2025, Selene still experiences moments of doubt and insecurity. "It's natural," she says. "All it means is that you want more for yourself." The difference? She doesn't stay in those phases long.

We ended our conversation with a question: If you had to simplify your approach to just one focus for the next 90 days, what would it be?

"I would focus on having more in-person conversations with people. Social media is great, but nothing beats a face-to-face connection."

There it is. Even from an agent who's built her business on Instagram, the reminder that social media is a tool—not a replacement for genuine human connection. Use it to open doors, but walk through them in person.

: Original content that reflects your unique perspective will always outperform copied trends

: Every video should educate, entertain, or create emotional connection

: Two filming sessions per month (5 videos each) creates consistency without overwhelm

: Your iPhone and ring light are enough to get started

: The only competition is who you were yesterday

: Instagram opens doors, but face-to-face closes deals

Selene Hanna is a real estate agent and loan officer serving Orange County, California and Florida. With over 8 years in the industry and $60M in career sales, she's built her business on authentic content and genuine connections. Follow her on Instagram to see her strategy in action.

This is the first feature in our "Top Realtors Sell from Instagram" series. Have an agent you'd like to see featured, or questions about the strategies shared here? Let us know in the comments.

Haley Ingram

More by Haley

What Zillow Preview Means for Real Estate Agents (And What to Post About It)

Real Estate Marketing: Strategies, Examples, and Ideas That Actually Work

Top Realtors are Selling from Instagram: Selene Hanna's Blueprint for Authenticity Over Algorithm

Haley Ingram

More by Haley

What Zillow Preview Means for Real Estate Agents (And What to Post About It)

Real Estate Marketing: Strategies, Examples, and Ideas That Actually Work

Top Realtors are Selling from Instagram: Selene Hanna's Blueprint for Authenticity Over Algorithm

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