How Realtors Can Build Trust Using a Multi‑Media Digital Strategy
In an era where 97% of homebuyers begin their search online, realtors must establish credibility across multiple digital channels—from paid ads and SEO to social media and earned media.
1. Define Your Real Estate Digital Media Mix
Paid Media: Targeted Google and Facebook ads to pinpoint active home buyers.
Owned Media: Utilize property websites, neighborhood blogs, and an engaging email newsletter.
Earned Media: Encourage clients to leave reviews, get mentioned in local press, or have features shared on blogs .
Realtors should think of these not as separate silos, but as a cohesive media ecosystem: paid brings traffic, owned holds and nurtures it, and earned validates it .
2. Create an Owned Media Engine
Focus on a polished website - this can help you stand out visually and functionally . Maintain a blog exploring:
Local market trends (“Market snapshot: Chicago luxury condos”)
Buyer/seller tips
Office/team spotlight
3. Master Paid Media & Retargeting
Launch Google PPC for intent-driven searches (“homes for sale near me”)
Use Meta Ads to promote new listings and open houses
Retarget site visitors with display ads to re‑engage, lowering cost per lead and boosting ROI
4. Earned Media as Social Proof
Request client reviews on Google, Zillow, Facebook
Pitch yourself/the team for local "Realtor of the Month" features
When covered in a paper or blog, share it via social, email, and your site’s newsroom section
5. Amplifying Coverage
Once you’ve earned press—don’t let it fade: repurpose it in email campaigns, on social with eye-catching graphics, and as “As seen in…” website badges .
6. Measurement & Optimization
Track KPIs across channels: ad performance, site conversions, review volume, and referral traffic . Iterate based on data.
Conclusion
A realtor’s digital strategy should be a well-oiled machine: paid ads drive awareness, owned platforms build engagement, and earned mentions seal trust. To dive deeper into refining your strategy, check out our services in website design, social media marketing, and email automation.
