This year, real estate agents have more pep in their step, and it’s thanks to factors making it easier to do business. Property practitioners are confident about achieving their sales targets, and Prop Data’s latest poll shows they’re turning to a wide range of proven strategies to make it happen. Here’s a look at the ways they’re attracting, converting, closing, and delighting clients, with insight from local real estate experts.
1. Digital marketing
When it comes to digital marketing, consistency is more important than perfection, says Lynetia Botha, Director at Hatchway Properties. “We carve out time at the start of each year to map out our integrated digital strategy, practitioners and brand personas, and ultimately how digital marketing will achieve our goals. After that, this strategy is executed daily, and high amounts of content and communication can consistently be created that fits in perfectly with what we want to achieve.”
Aaron Grant Ruiter, Group Operations and Technology Manager at Harcourts Rhino, believes it’s important to take a comprehensive approach to digital marketing.
“Focus on building a strong online presence by investing in search engine optimisation (SEO) to boost organic visibility and drive traffic to your listings. Leverage social media platforms strategically, using engaging visuals and compelling copy to capture attention and generate interest. It also helps to join a company that has dedicated staff for assisting clients with social media.”
2. Personalised service
"Personalised service does not mean offering more,” says Botha. “Instead, it means offering the same thing differently." For instance, instead of a generic property tour, consider tailoring the experience to a client's specific interests. If they're a young family, focus on the neighbourhood's schools and parks. If they're downsizing, highlight the ease of maintenance and accessibility.
“You should aim to make every client feel valued by actively listening to their needs and tailoring your approach to match their goals,” encourages Ruiter. “Use CRM tools like Prop Data Manage to streamline interactions and provide a seamless, personalised experience that fosters trust and loyalty.”
By setting client personas — such as first-time buyers, seasoned investors, retirees, or luxury home seekers — real estate agents can understand their clients’ unique needs, concerns, and decision-making processes. With these personas in place, service can be personalised, offering relevant advice, tailored property recommendations, and a more seamless experience. Once personas are established, digital marketing campaigns can be strategically designed to attract and engage each client type, ensuring that the right message reaches the right audience at the right time.
3. Canvassing
When it comes to canvassing, Ruiter says consistency is key. “Get out into the community regularly, be approachable, and bring along professional marketing materials to leave a lasting impression. By showing in-depth local knowledge, you can position yourself as the go-to expert in the area. It also helps to join business networking events in your community.”
According to Botha, empathy and clarity can help make canvassing more effective. “We have found that increasing resistance towards canvassing is often countered with a combination of this,” she shares. “Being empathetic when working with sellers (especially when you are aware of how many contacts they must be dealing with) already sets you apart. If you are then further able to offer an engaging, concise, and clear message on your offering and connect with them on a personal level, you have effectively differentiated yourself.”
4. Client referral network expansion
Word-of-mouth recommendations build trust and credibility faster than any marketing effort, highlights Ruiter. “Stay in touch with past clients through regular follow-ups to maintain strong relationships and keep referral opportunities flowing. Doing this from day one in your real estate career will set you up for long-term growth. You can also encourage satisfied clients to spread the word by offering meaningful incentives like vouchers or discounts.”
5. Industry events and training
More is more when it comes to events, says Botha. “Put yourself out there when it comes to events and attend as many in-person and online events as possible.” According to Ruiter, searching online or Facebook Events can help property practitioners easily find workshops, webinars, and industry conferences in their areas.
For training, Botha underscores the limitless opportunities available to develop skills with online resources. “It is incredibly helpful to have a guideline on what you want to learn,” she says. “Make a list of your focus points, divide them into months and focus each month on certain skills. These can include a wide range of subjects like real estate photography, getting comfortable in front of the camera, copywriting, and so much more.”
Once learnt, Ruiter recommends passing on the knowledge. “Share new insights with your team to enhance collective expertise, and if you present your findings at events, you can use these opportunities to build connections with other professionals. At Harcourts Academy, we are fortunate to have an invaluable resource to turn to, so aim to build or champion a resource hub within your real estate agency that everyone can use to grow.”
6. Market data
Analysing market data has always been a part of the real estate agent’s workflow, but leveraging technology is now a big part of the process. “Property practitioners are increasingly turning to AI to harness the power of big data and make informed decisions,” says Botha. “By processing tons of data from different sources, these smart tools help you make sense of the market. They provide accurate predictions, spot emerging real estate trends, and uncover new opportunities. This data-driven approach sharpens decision-making skills, making it easier to navigate the ever-changing real estate landscape.”
“Platforms like Lightstone or Prop Data and Property24 can help you stay on top of market trends and deliver data-backed insights to your clients,” advises Ruiter. “Use them to help clients understand the importance of accurate pricing, set realistic expectations, and facilitate faster, smoother sales.”
Sales success starts with action
These strategies are your roadmap to reaching your targets. Whether it’s refining your digital marketing, personalising your service, or getting out there and canvassing, every effort adds up. Stay consistent, keep learning, and adapt to market shifts — the results will follow.