What Does Real Estate Marketing Actually Mean?
You're selling your property.
Your agent tells you they have a comprehensive marketing plan.
Or perhaps you're selling privately and creating one yourself.
It sounds impressive.
But what does real estate marketing actually mean?
Professional photography?
MLS?
A sign on the lawn?
Social media?
Email campaigns?
Video?
Google?
Additional advertising?
The answer may be different depending on who you ask.
Marketing Isn't One Thing
Real estate marketing isn't a single activity.
It's a collection of opportunities for buyers to discover a property.
Some marketing reaches buyers through traditional channels.
Some reaches them online.
Some relies on referrals.
Some relies on search engines.
Each approach may reach a different audience.
Exposure Doesn't Guarantee Discovery
A property can be professionally photographed.
Advertised.
Shared.
Promoted.
And still never be discovered by the buyer who ultimately would have loved it.
That's because exposure and discovery are not the same thing.
Exposure means a property is available to be seen.
Discovery happens when the right buyer actually finds it.
Buyers Don't All Search The Same Way
Some buyers begin on REALTOR® websites.
Others search Google.
Some browse social media.
Others rely on recommendations from family or friends.
Many buyers discover properties through several different sources before deciding to schedule a showing.
There is no single path every buyer follows.
Marketing Creates Opportunities
No marketing strategy can promise a sale.
Real estate simply doesn't work that way.
What marketing can do is create more opportunities for buyers to discover a property.
Each additional opportunity increases the possibility that the right buyer eventually finds it.
Sometimes that happens quickly.
Sometimes it takes longer.
Additional Exposure Can Complement Existing Marketing
Additional marketing doesn't necessarily replace traditional marketing.
In many cases, it complements it.
Professional photography.
MLS.
Agent websites.
Social media.
Email marketing.
Property signage.
Video.
Additional advertising platforms.
Each may help introduce a property to different buyers.
Rather than competing with one another, they often work together.
Discovery Is What Creates Opportunity
Every buyer who discovers a property creates a new possibility.
Most won't make an offer.
Some won't schedule a showing.
Some may decide the property isn't right for them.
That's perfectly normal.
Real estate has never been about convincing every buyer to purchase every property.
It's about helping the right buyer discover the right property.
PMB Takeaway
Real estate marketing isn't measured simply by how many places a property is advertised.
It's measured by how many meaningful opportunities buyers have to discover it.
Marketing creates exposure.
Exposure creates discovery.
Discovery creates opportunity.
And every new opportunity gives the right buyer another chance to find the right property.
Join The Conversation
Have another perspective or experience to share? Whether you're a buyer, seller, agent, builder or other real estate professional, we'd love to hear it.
Comments are reviewed before publication to help keep discussions respectful, constructive and helpful for everyone.
About Property MarketBase (PMB)
Property MarketBase (PMB) is a Canadian property marketing platform that provides additional exposure and discovery opportunities for sellers, agents, builders and buyers.
Looking for additional exposure for your property? Explore Property MarketBase and discover another opportunity for buyers to find your listing.
The information provided in this article is for general informational and educational purposes only and should not be considered legal, financial, tax, appraisal, inspection, or real estate advice. Readers should conduct their own research and seek professional advice where appropriate.