The need to market your listings to other agents has taken a back seat in a time of high demand. But now may be the time to start thinking about creative tactics for agent-to-agent marketing.
Get reel. Social media platforms like TikTok and Instagram reels are ideal for hosting short, entertaining listing videos. Round out posts with a hashtag containing the town name and the words “real estate”—such as #dfwrealestate in Dallas–Fort Worth—and share the videos directly with agents in the area.
Help agents get camera-ready. Bring a lifestyle photographer to your next broker open house and give agents in attendance a chance to get a new head shot. Attendees get a quick, easy, and free branding session; you and your property become memorable to them.
Make an unbranded video tour. Do a 60-second, unbranded video tour of the property. Send it to agents, and give them permission to brand it for themselves and share it on social media and with clients. If you’re adept at video editing, you could even offer to brand it for them.
Let your listings tell a story. Curate a mix of stunning property photos and carefully crafted words to build a narrative about your listing. Then, test it out on other agents to see if your story is resonating with them. Use the feedback to refine and perfect your story before entering the final product into the MLS.
Important note: When marketing to other agents, be sure you’re following the National Association of REALTORS®’ MLS Clear Cooperation Policy, which requires MLS participants to submit a listing to the MLS within one business day of publicly marketing the property in any other way.
Sources: Courtney Benson, GRI, Coldwell Banker Realty, Plano, Texas; Kimberly Dotseth, Blend Luxury Real Estate, San Diego; Danny Margagliano, World Impact Real Estate, Destin, Fla.; Rachel Rivera, GNO Realty LLC, Metairie, La.