How to Use Neighborhood Marketing in Real Estate

Neighborhood marketing is one of the oldest marketing strategies in the book, but it has stood the test of time because of its efficacy. For years, real estate agents and brokers have been finding clientele and accelerating their marketing strategies by simply looking in their own backyards (so-to-speak). 

At Haines, we love to help real estate professionals get more leads and close more listings. In today’s guide, we’re going to offer in-depth strategies on how to use neighborhood marketing to generate quality leads for your real estate business. So, let’s get started!

What Is Neighborhood Marketing? 

Neighborhood marketing is a strategy that targets individuals in specific local areas, often within one square mile of your business, though precise sizes and delineations can vary greatly by location. This form of marketing focuses on reaching potential clients in your immediate vicinity, emphasizing the convenience and connection they have with your business (due to proximity). Unlike broader digital campaigns, neighborhood marketing emphasizes personal engagement and community integration, making it an excellent tool for real estate agents looking to build a strong, localized client base.

By focusing on your own community, you’re leveraging existing relationships and building new ones. The idea is that those who live near your business are more likely to engage with you than people further away. This highly targeted approach puts your services in front of people when they need them the most, whether they’re someone moving into a new neighborhood or current homeowners looking to buy or sell. 

Different Types of Neighborhood Marketing & How to Use Them Effectively

Neighborhood marketing can come in several forms. These methods are often more personal and direct than traditional avenues of advertising, offering a way to create lasting impressions within your very own community. 

Direct Mail Campaigns

Direct mail marketing has been around for decades, so it’s not quite as effective as it once was. That said, it’s still one of the best ways to put your business right in front of people as they’re looking through their mail. Sending postcards, flyers, or even handwritten notes can make a big impact. Target your mailings to specific neighborhoods, particularly areas where you’ve sold homes or where properties are currently in demand. Include relevant market data, like recent sales prices, and consider offering a free consultation. This shows your potential clients that you know the area well and are invested in their community. 

If you need help gathering the information to make a direct mail campaign successful, our tool, Criss Cross, offers a custom list builder that includes addresses, phone numbers, emails and names from the area and filters that you set. We have over 300+ searchable data points and make it easy to conduct map searches by polygon, radius or a freehand drawing. We recommend combining a direct mail campaign with a digital component or one of the ideas below so that these individuals are hearing about you on multiple fronts.

Community Sponsorships and Events

Sponsoring local events such as block parties, school fundraisers, or charity events is another way to connect with your neighborhood. When people see your brand actively participating in their community, they’re more likely to trust and remember you when they need real estate services. Be sure to have marketing materials like branded banners or flyers available during the event to raise awareness and solidify your local presence. 

Welcome Kits For New Movers

New residents are often eager to learn more about their neighborhood, especially these days when many people feel more detached from those around them. Offering a welcome kit that includes information about schools, restaurants, and local service providers (along with your real estate expertise) can establish you as the go-to agent in their new community. Add an exclusive offer, such as a free home valuation, to entice them to reach out. 

If you want to identify new movers, Property Connect allows you to download a new movers files with emails, phone numbers and addresses as soon as 30 days after a property sale! Then you can use that information to make an introductory phone call, mail them a welcome kit, or send them a welcome email.

Yard Signs and Door Hangers

Simple and effective, yard signs and door hangers serve as constant reminders of your presence in the neighborhood. Yard signs in particular are highly visible from the street, so you can potentially create awareness with every car or pedestrian that passes by. Meanwhile, door hangers with compelling messaging — such as recent home sales in the area — encourage homeowners to consider your services when they’re thinking of buying or selling. 

Accelerate Your Marketing Strategies With Haines

Haines has two tools for different strategies. Criss+Cross is designed to be the ultimate prospecting tool fueling large marketing and sales campaigns. It is designed to build telemarketing lists that can be uploaded directly into an auto-dialer or CRM, target around a recent job site, or run a direct mail campaign to targeted prospects. 

Property Connect provides a more targeted approach with more property-specific data. This allows business owners and investors to make informed decisions for client prospecting, identify future investment properties, target mailers for potential customers, and so much more.

If you’re looking to execute on neighborhood marketing strategies, reach out to us at Haines to learn more and get ahead of the competition. We can help find the right tool for you and teach you best practices for using our data to win more sales.