Real Estate Marketing Agency
Get your own buyer and seller leads, and follow up before they go cold.
Softscotch is a real estate marketing agency for agents, teams and brokerages across the US. We help buyers and sellers in your area find you, and we help you reply fast and stay in touch, so you rely less on leads rented from big listing sites.
Marketing help for agents, teams and brokerages
Real estate marketing is different. People choose an agent they trust, often months before they move. Big listing sites compete for the same buyers and sellers. And Fair Housing rules limit how you can target ads. Lead generation for real estate only pays off when every lead gets a fast reply and steady follow-up. Cost depends on your areas, channels and team size, and we quote after a free review.
Real estate SEO
SEO (search engine optimization) helps you show up in Google’s unpaid results and on Google Maps for your areas. We build neighborhood pages, improve your Google listing and collect honest reviews.
See how we can help ↗Ads within housing rules
Google and Facebook ads can bring seller and buyer leads quickly. We run them in the housing ad categories the platforms require, with a clear budget.
See how we can help ↗A website that captures leads
Listing search, home value pages and clear contact options turn visitors into leads, not just browsers. We set it up in accounts you own.
See how we can help ↗Speed to lead
Most online leads contact more than one agent. We help you reply in minutes with alerts, routing and automatic first messages.
See how we can help ↗Long-term follow-up
Many buyers and sellers take months to decide. Email and text follow-up keeps you in touch until they are ready, with their consent.
See how we can help ↗Reports on appointments and closings
We show which marketing brought appointments, signed listings and closings, not just clicks and leads.
See how we can help ↗Own your leads instead of renting them
Many agents pay for portal leads that are shared with other agents and never get to know the person. Most gaps sit in three places, and we check all three first.
Are you found in your own areas?
An agent can be well known locally and still be missing when someone searches “realtor near me” or a neighborhood name. We check your listing, pages and reviews for each area.
Can people tell you know the area?
Sellers want local results and a clear marketing plan. Buyers want neighborhood details and listings. Generic pages send them back to the big portals.
Do you reply before they move on?
A lead that waits hours often talks to another agent first. We test your forms, phone and follow-up and fix the slow spots.
Who we help in real estate
Agents, teams and brokerages have different goals. We plan around yours.
Solo agents
Build your own name in a few areas, so more business comes from search, reviews and referrals instead of paid portal leads.
Teams
Share leads fairly and fast, keep follow-up consistent across agents and see which agent and source brings closings.
Brokerages
Brand marketing, office pages and agent recruiting, plus tools your agents can use within your brand rules.
Mortgage loan officers
Lead generation for mortgage lenders, such as first-time buyer and refinance pages, with the license details and disclosures your compliance team requires.
New homes and commercial
Short, focused campaigns for new developments or commercial listings, planned case by case.
Related home businesses
Movers, builders and other home services often work with agents. See our home services page.
Home services marketing ↗Give buyers and sellers the local details they want
Sellers ask what their home is worth and how you would sell it. Buyers ask what is for sale, what neighborhoods are like and who will show them homes. We plan your pages and ads around those questions, with separate paths for sellers and buyers.
realtor near me
Someone searching for "realtor near me" should land on a page that answers that need. The page can show agent profiles and explain how to book a call or get a home value.
- What the page explains
- Agent profiles, plus your offer and a clear next step.
- What you may need to ask
- Whether they want to buy or sell, plus the best way to reach them.
- What to check next
- Buyer and seller leads.
sell my house near me
Someone searching for "sell my house near me" should land on a page that answers that need. The page can show neighborhood guides and explain how to book a call or get a home value.
- What the page explains
- Neighborhood guides, plus your offer and a clear next step.
- What you may need to ask
- The area they are interested in, plus the best way to reach them.
- What to check next
- Appointments booked.
homes for sale near me
Someone searching for "homes for sale near me" should land on a page that answers that need. The page can show client reviews and explain how to book a call or get a home value.
- What the page explains
- Client reviews, plus your offer and a clear next step.
- What you may need to ask
- Their timeline, plus the best way to reach them.
- What to check next
- Signed listings and closings.
These are example searches. We check what people search for in your market before choosing the pages and ads to work on.
Real estate SEO: be the agent people find for your area
SEO for real estate means showing up when people search for an agent, a neighborhood or a home value in the areas you serve. Big listing sites win many listing searches, so we focus on searches where a local agent can stand out. SEO for realtors takes months, and no one can promise a ranking.
Start with the questions people actually ask.
A seller wants to know what their home might be worth, how you would market it and how fast you reply. A buyer wants to see listings, learn about neighborhoods and know who will show them homes.
- realtor near me
- sell my house near me
- homes for sale near me
What we do to help you get found
We explain the work, make the agreed changes and check what happens after they go live.
Google Business Profile and reviews
Your Google Business Profile is the listing people see on Google Maps. We set it up correctly, add photos and help you collect honest reviews from past clients.
Neighborhood and area pages
Real pages about the areas you know: homes, schools data from public sources, commute, recent sales you handled. Written to help people, not to repeat keywords.
Seller pages that win listings
Home value, selling process and pricing pages for each main area, so sellers searching about their next move find you first.
Agent and team profiles
Clear bios for each agent with areas served, languages spoken and recent results, so Google and people understand who you are.
Answers for AI search
AI tools such as ChatGPT now answer questions about buying and selling. Clear pages and correct details help them describe you correctly. No one can promise a mention.
Fixes and upkeep
We fix slow pages and broken links, keep market pages fresh and show which searches brought leads and appointments.
Reach buyers and sellers with ads, within housing ad rules
Google Ads and Facebook and Instagram ads can bring leads the week they launch. In the US, housing ads must run in special categories that remove targeting by age, gender and ZIP code. We plan campaigns around those rules from the start.
What should happen after someone clicks?
The page should explain your offer and make it easy to book a call or get a home value. A click alone does not tell us whether the ad helped your business.
We check results such as buyer and seller leads and appointments booked. We also check whether the requests match what your team can provide.
What we do with your ads
The ad, the page it opens and the next step need to work together.
A budget you control
We agree a monthly limit and split it between seller and buyer campaigns. We never raise spending without asking.
Seller campaigns
Home value and “thinking of selling” ads that lead to a real valuation request with you, not an automated estimate.
Listing and buyer campaigns
Ads for your listings and open houses, and buyer ads that lead to your own listing search, not a portal.
Housing ad categories
On Meta, ads run in the housing Special Ad Category. On Google, housing ads follow similar limits. We use broad areas and interests the rules allow.
Fair ad wording
No words that suggest a preference about who should live somewhere, such as family status or religion. We check every ad before it runs.
Tracked to appointments
We track which ads bring leads, appointments and closings, then move budget to what works.
Examples of ads we could plan with you
These show how different searches can need different pages. We choose the actual ads after checking your offer, budget and the rules for your account.
realtor near me
What the page shows: the advertised offer, plus agent profiles.
What to ask: whether they want to buy or sell, plus the best way to reach them.
What to check: ad costs and buyer and seller leads.
sell my house near me
What the page shows: the advertised offer, plus neighborhood guides.
What to ask: the area they are interested in, plus the best way to reach them.
What to check: ad costs and appointments booked.
homes for sale near me
What the page shows: the advertised offer, plus client reviews.
What to ask: their timeline, plus the best way to reach them.
What to check: ad costs and signed listings and closings.
A website that captures leads, not just shows listings
Your website should give people a reason to contact you. IDX listing search (MLS listings shown on your own site) keeps buyers on your site, and home value pages invite sellers to reach out. Pages should load fast on a phone and show your brokerage details as your state requires.
What a useful page should do
Tell people what you offer, answer their main questions and make it easy to book a call or get a home value. We check that the next step works and reaches the right person or system.
- Explain what you offer
Show the areas you serve, what you do for buyers and sellers, your recent results and how to book a call or get a home value.
- Help people make a choice
Put useful details, such as agent profiles or neighborhood guides, beside the questions they answer.
- Give the practical details
A seller wants to know what their home might be worth, how you would market it and how fast you reply. A buyer wants to see listings, learn about neighborhoods and know who will show them homes.
- Ask only for what you need
A useful request may include whether they want to buy or sell, the area they are interested in, their timeline and the best way to reach them. We help you keep the form short and relevant.
- Make it work on a phone
We check reading size, loading, phone links, forms and buttons. People should be able to finish the task without zooming in or guessing what to tap.
- Make sure the request arrives
We test where forms, calls or bookings go. Your team should receive the details it needs to reply, and the visitor should know whether the request went through.
Show your listings and your results
Good photos, video tours and short social posts help sell homes and show sellers how you market. Honest client reviews and recent local sales help people choose you. We help you plan this content and use only photos and claims you have the rights and records to support.
Ads that explain one useful offer
We write each ad around a clear offer and the question it answers. We choose words and images that fit the place the ad will appear. The page it opens should carry the same message.
- A clear message for the people you want to reach
- Images and words that fit the ad format
- A small test with a result we agree to check
Real details that help people decide
We help you choose what to show, such as agent profiles, neighborhood guides and client reviews. You provide accurate details and permission to use the material. We place it where it answers a visitor's question.
- Photos or examples that match the work you offer
- Checks that the facts are right and the material can be used
- Simple captions that explain what someone is seeing
Follow one seller from search to signed listing
Imagine a homeowner thinking about moving next spring. They search for their home’s value, find your page, ask for a valuation and hear back within minutes. Months of light follow-up later, they list with you.
They ask what their home is worth
A homeowner thinking about selling searches “what is my home worth” plus their neighborhood. Your home value page or Google listing answers the search.
They get a real answer
Your page explains how you price homes in that area, shows recent local sales you handled and offers a free valuation from you, not just an automated number.
They book a listing appointment
They request a valuation. You reply within minutes, book a visit and keep in touch until they are ready. Your CRM records which marketing brought the listing.
Reply in minutes and keep in touch for months
Real estate leads go cold fast, but many people also take months to decide. You need both a fast first reply and patient follow-up. We help you set up both in a CRM (a system that tracks every lead) that you control.
Reply in minutes
New leads go to the right agent at once, with alerts and an automatic first text or email. If no one replies in time, the lead moves to someone else.
Stay in touch for months
Helpful email and text updates, such as new listings or market news, keep you in mind until they are ready. Texts follow consent rules (TCPA) and easy opt-outs.
Past clients and referrals
Home anniversary notes, review requests and check-ins keep past clients close, which is where many repeat and referral deals come from.
Real estate ad rules in plain English
Real estate marketing has its own rules. Here are the main ones in simple terms. We are not your lawyer, so we work with your broker or compliance team, who gives final approval.
Fair Housing
The Fair Housing Act bans housing discrimination. Ads cannot suggest a preference about race, religion, sex, disability, family status or national origin, and housing ads on Meta and Google cannot target by age, gender or ZIP code.
Brokerage and license details
Most states require your brokerage name in agent ads, and MLS rules control how listings appear on your site. We follow your broker’s and MLS rules.
Referral payments (RESPA)
RESPA is a federal law that bans kickbacks between agents, lenders and title companies. It affects co-marketing with loan officers, so your compliance team should review joint campaigns.
Calls and texts (TCPA)
US rules require consent before marketing texts and automated calls. Lead forms need clear consent wording and every message needs an easy opt-out.
Supporting services for real estate
Most agents do not need all of these at once. We add them when your basics work.
GoHighLevel set-up
Set up or tidy a CRM that many real estate teams already use.
GoHighLevel ↗Social and video content
Listing videos and posts that show how you market homes.
Social media content ↗Retargeting
Stay in front of people who visited your site, within housing ad rules.
Retargeting ↗Review requests
Ask past clients for honest reviews at the right time.
Reputation automation ↗Branding
A clear look and message for an agent, team or brokerage.
Brand identity ↗Lead scoring
Spot which leads are ready now and which need longer follow-up.
Lead scoring ↗Clear work you can see
You get a written plan and regular proof of the work. The exact list depends on your areas, team size and budget.
An area and page plan
Which neighborhoods and seller or buyer searches to focus on first, which pages to add and why.
Pages ready for your review
Neighborhood, seller and agent pages in plain English, approved by you or your broker before publishing.
A housing-compliant ad plan
Seller and buyer campaigns, budgets and the ad categories and wording rules that apply.
A lead routing map
Where leads go, who replies, how fast and what happens when no one answers.
Follow-up messages
First replies, long-term nurture and past-client messages, set up in your CRM.
Monthly report
Leads, appointments, signed listings and closings by source, with what each cost.
Start with a review, then improve
Here is how the first three months usually work. Timing depends on access, approvals and your CRM.
Month 1: review and fix the basics
We review your website, Google listing, ads, CRM and lead sources, test how fast leads get a reply and agree which areas come first.
- A review of what you have
- The first jobs and who handles them
- Checks that requests are recorded
Month 2: launch the first changes
We publish the first pages, set up lead routing and first replies, and start seller or buyer ads in the right ad categories.
- Changes to the first pages
- A small ad test where agreed
- Checks that replies reach the right team
Month 3: measure and improve
We review leads, appointments and early listings by source, cut what is not working and agree the next steps.
- A review of results and costs
- Changes based on what we learned
- A clear plan for the next jobs
Start by sending your website and telling us what you want help with.
How real estate marketing pricing works
We do not publish one price, because a solo agent and a multi-office brokerage need very different work. Cost depends on your areas, channels, team size, CRM setup and how much needs fixing. Ad spend is paid to Google or Meta separately. After a review we send a scoped proposal that lists every item.
What we agree with you
Our work: the pages, writing, ads, fixes and reports included in your plan.
Your part: accurate details about your real estate business, the materials we need and someone to approve the work.
The cost: our fees, any ad budget and any extra tool or website costs are listed separately.
Approvals: your team checks prices, claims, permissions and any sensitive information before it is used.
See which marketing brings appointments and closings
Leads are only the start. We report leads, appointments, signed listings and closings by source, so you can compare your own marketing with portal leads. Because deals take months, we show both early signs and later results.
What we explain in your report
- How people found you
We show which searches and sources brought people to your website. We also explain which pages we changed and what happened after those changes.
- What you spent and received
We show ad costs alongside useful results such as buyer and seller leads. Where records allow, we work out the cost of each result and compare different ads or offers.
- What happened after the first step
We look at appointments, signed listings and closings where your CRM records allow. A lead, an appointment and a closing are different things, so we report them separately.
We point out missing information and results based on only a few people. If a result cannot be checked, we explain what information is missing.
Get the basics right before adding more
New channels only help when the basics work. First, people must find you, reach you and get a fast reply.
Profile, website and CRM first
A correct Google listing, a website that captures leads and a CRM that alerts you protect every dollar you spend.
Tracking before more spending
Leads are tracked to appointments and closings before any budget rises.
Then grow one step at a time
Add one area, campaign or channel at a time and check what it brings before adding the next.
How to choose a real estate marketing agency
Whether you hire us or someone else, a good marketing agency for real estate should answer these questions clearly.
Do you own your leads and site?
Your website, CRM, ad accounts and lead lists should stay yours if you leave.
Do they report appointments?
Ask for appointments, listings and closings by source, not just clicks and lead counts.
Do they know housing ad rules?
Ask how they handle Meta’s housing category and Fair Housing wording.
Do they help with follow-up?
Leads without fast replies and nurture are mostly wasted money.
Agency or software?
A tool gives you templates. An agency should plan, build and run the work with you.
Is the scope written down?
A clear proposal lists the work and fees, with no promised lead numbers.
Across all our client work, not only real estate, we have managed $12M+ in ad spend, generated 87,200+ leads, helped bring $28M+ in revenue for clients and ranked 2,140+ keywords on page one of Google.
Real estate marketing FAQs
Here are clear answers about the work, price, timing and help we need from you.
What does a real estate marketing agency do?
It helps buyers and sellers find you, trust you and contact you, usually through local SEO, ads, your website and lead follow-up. We review what you have and suggest only what fits your areas and budget.
How much does a real estate marketing agency cost?
It depends on your areas, channels, team size and how much needs fixing. Ad spend is paid to Google or Meta separately from our fee. After a free review we send a written proposal listing every item. Our SEO pricing guide explains what drives cost.
How long does it take to see results?
Ads can bring leads within weeks. SEO usually takes months. Because people take time to buy or sell, closings from new leads often come later still. We show progress along the way and never promise lead numbers.
How fast should I reply to a new online lead?
Within minutes if you can. Many people contact more than one agent and talk to whoever replies first. We set up alerts, routing and automatic first messages to help.
Can I target ads by neighborhood, age or income?
Not in the usual way. US housing ads on Meta and Google cannot target by age, gender or ZIP code, and Fair Housing rules ban wording that suggests a preference. We use broader areas and interests the rules allow.
Should I keep buying portal leads or build my own?
Many agents do both at first. Portal leads can be shared and costly. Your own leads from search, your website and referrals build up over time. We report both so you can compare.
Do you work with mortgage loan officers and brokerages?
Yes. We help brokerages with brand, office pages and recruiting, and loan officers with lead generation inside their compliance rules. Joint agent and lender marketing should be checked for RESPA.
Can you add listing search (IDX) to my website?
Yes. IDX shows MLS listings on your own site so buyers stay with you. We set it up with an IDX provider your MLS approves and follow its display rules.
What should I have in place before hiring an agency?
Access to your website, Google listing and ad accounts, a CRM or willingness to use one, and time to reply to leads. We can help set up anything missing.
Who manages the account day to day?
A named Softscotch contact plans and runs the work, reports each month and checks in on new leads and follow-up with you.
How do you improve lead quality, not just volume?
We track which sources bring appointments and closings, cut those that bring poor leads and ask a few useful questions on forms. Better replies and follow-up also turn more leads into appointments.
What happens in the first 90 days?
Month one is a review and basic fixes. Month two launches pages, lead routing and ads. Month three looks at early results and agrees the next steps.
No questions match. Try a different word or choose all questions.
More ways we can help
Before you decide
Explore related industries
Let’s look at your real estate business together.
Send your website and tell us what you would like to improve. We will explain what we find and talk through the next useful steps with you.