Real estate agents are taking on more than ever in today’s competitive market, with responsibilities that include marketing, lead generation, data analysis, and personal branding.

In fact, nearly half of agents are managing their marketing solo, from email campaigns and social media to paid advertising and content creation. Yet despite the effort, only 17% report that their marketing is truly effective at driving business growth.

These insights come from The State of Real Estate Marketing Report by Constant Contact, which surveyed real estate professionals to explore how agents are driving growth in today’s highly competitive landscape. It also explores how agencies can support local area marketing while maintaining brand consistency and profitability.

The key takeaway? Agents who are seeing the strongest results aren’t just working harder. They’re using smart systems to streamline tasks, personalise communication, and stay visible throughout the client journey.

Here’s how today’s top-performing agents are using tech and digital marketing tactics to build trust in their corner of the market, with even greater efficiency and impact.

Want more leads? Get clear on your audience

Successful agents aren’t just chasing new clients, they’re also unlocking more value from their existing contacts. By nurturing both new prospects and existing contacts, they’re creating more opportunities without doubling their effort.

The real edge comes from understanding your audience: where they are in the journey, what matters most to them, and how they prefer to engage. With those insights, marketing becomes more personalised, more relevant, and far more effective.

In a crowded, competitive market, relevance is your social currency. It sparks engagement, nurtures trust, and ultimately wins listings.

Use behavioural signals and email preferences to deliver tailored content that speaks to each contact’s unique needs. For example, a family of four looking to buy wouldn’t be the ideal target audience for an email summarising weekend sales for 1-bed apartments in the CBD. Furthermore, an active seller in Sydney is unlikely to be interested in hearing about clearance rates and market trends for Perth. By segmenting lists, you demonstrate a level of personalisation clients expect from a trusted advisor.

Limited-Time Invitation: Free Real Estate Marketing Masterclass with Tom Panos

Join Australia’s top real estate coach and trainer, Tom Panos on 30 July (11am AEST) for a free masterclass to discover how agents are building unstoppable momentum with:

✔️ Digital marketing that cuts through

✔️ Prospecting tactics that convert

✔️ A personal brand that stands out and stays top of mind

Register now

Efficient tools to help you win listings (and close deals)

Agents who report the most effective marketing are far more likely to use advanced tools like AI and analytics platforms. However, adoption is still lagging across the industry. While 50% of agencies surveyed provide customer relationship management (CRM) systems, only 40% of agents actually use them.

Here are key tools that growth-minded real estate agents are using:

• Email marketing and automation

On average, email marketing delivers one of the highest ROIs in digital marketing, generating $36 for every $1 spent. With the right email marketing tools, you can automate nurture sequences, send visually engaging newsletters, and follow up with leads even while you’re away from your desk.

• AI and chatbots

With most property searches starting online, first impressions matter more than ever. AI tools and chatbots can help agents stand out by offering 24/7 support. From booking virtual tours and handling enquiries to qualifying leads, these tools provide fast, helpful responses, freeing up your time to focus on higher-value client conversations.

• Data-driven marketing

Agents using analytics to understand their audience are more likely to tailor messaging that resonates. Insights from email engagement, website visits, or social media can help you to fine-tune your outreach and grow engagement across your audiences.

In Conversation with Real Estate Institute of Queensland CEO Antonia Mercorella

Discover how real estate leaders are using data and personalisation to drive results in the Small Biz Growth Podcast featuring REIQ’s CEO, Antonia Mercorella.

8 - Growth Marketing for Real Estate

Trust is built through consistency and connection

Trust remains the foundation of real estate success. Technology should support, not replace, human connection. Here’s how smart agents are using digital tools to strengthen relationships:

• Online reputation management

Monitor your digital footprint. Promptly respond to reviews (especially the negative ones), address feedback, and regularly request testimonials from happy clients.

• Personalised communication

Use tech to send thoughtful, well-timed messages. Whether it’s a note celebrating the anniversary of a home purchase or a market update tailored to their postcode, these small actions compound into long-term loyalty.

• Content that educates and adds value

Posting market insights, answering common questions, and sharing real client success stories builds familiarity and positions you as a trusted advisor.

• Purposeful networking

Use LinkedIn and similar platforms to connect with other professionals and prospective clients. Building visibility within your network expands opportunities and enhances your personal brand.

Knowing when to delegate, automate, or collaborate

Not every agent needs to be a tech expert. What matters most is knowing where to focus your energy and where to partner with marketing specialists to scale your efforts.

Top-performing agents understand this. They play to their strengths and lean on trusted tech tools like Constant Contact’s digital marketing platform, backed by local support right here in Australia, to fill the gaps and maintain consistent, high-impact outreach.

For agencies, support plays a crucial role too. Real estate teams are far more likely to adopt marketing tools when they’re backed by dedicated training and meaningful incentives. If you manage a team, creating a culture that encourages adoption and integration isn’t just helpful, it’s a smart investment in long-term growth.

Keeping pace with rising consumer expectations

In today’s fast-moving property market, buyers and sellers are informed, tech-savvy, and increasingly time-poor. They expect fast responses, relevant updates, and a seamless digital experience, often outside traditional business hours.

That doesn’t mean agents need to shoulder everything themselves. It means having the right tech stack to support consistent, high-quality service at scale. Whether it’s AI-powered responses, mobile-optimised emails, automated follow-ups, or virtual tours, agents can meet rising expectations without sacrificing personal connection.

Ultimately, the best agents know that technology alone won’t win trust. In an industry built on relationships, agents who combine smart systems with authentic connection are best positioned to build trust, earn loyalty, and stand out in a highly competitive landscape.

Want to learn how top-performing agents are staying ahead? Join an exclusive real estate virtual masterclass with the #1 voice in real estate, Tom Panos on Wednesday, 30th July at 11:00am AEST. It’s live and free to attend, secure your spot.

Renée Chaplin, Constant Contact Vice President - APAC, has led marketing and commercial teams in the Asia Pacific region over the last 20 years. With a particular focus on B2B tech companies, Renée's experience stems from tech start-ups to multinational SaaS organisations such as LivePerson and CSG International.