In essence, digital marketing for real estate means using online tools and strategies to promote properties, attract clients, and grow your business. Traditional media still has a place, but the internet now shapes how buyers research one of life’s most significant financial decisions. If you’re not visible online, you’re invisible to a large share of potential buyers. That’s why, in today’s fast-moving and highly competitive market, digital marketing is essential for success.

This guide explores how to define your audience, build a strong online presence, use social and paid channels effectively, and measure what works, so that you can stand out in a crowded market. We'll examine proven strategies that successful developers use to navigate this complex digital landscape, providing actionable insights that can be implemented regardless of your current digital marketing maturity level or budget constraints.

Start with your audience

Before you invest in ads, launch a new website, or post your first video, you need to know exactly who you’re talking to. Digital marketing works best when your message speaks directly to the people most likely to buy.

The most effective way to achieve this is by creating a buyer persona. Think of it as a detailed profile of your ideal customer, built from real data and insights. A buyer persona includes:

• Demographics: age, gender, income, location, and family status;

• Interests: hobbies, preferred lifestyle, and even design preferences;

• Behavioural traits: how they search for properties, what platforms they use, how they make decisions;

• Goals and pain points: what they want to achieve by buying, and what problems they need solved.

Once you know these details, you can craft targeted campaigns that speak directly to what matters most to your audience. Instead of sending the same message to everyone, you tailor your approach, offering luxury to those seeking exclusivity, affordability to first-time buyers, or investment opportunities to those building a portfolio.

Your buyer persona will influence every marketing choice: the tone of your social media posts, the design of your website, the kind of ads you run, and even the type of images you use. In short, it keeps your marketing focused and relevant, ensuring you attract the right leads instead of wasting resources on the wrong ones. 

“When you speak to everyone, you speak to no one”, as marketing strategist Meredith Hill rightly said.

Build an online presence

Once you know who you want to reach, the next step is ensuring they can find you easily and feel compelled to engage when they do. A strong online presence helps you be visible, credible, and easy to connect with. The first thing you need to consider is building a website.

Your website is your 24/7 salesperson. It never calls in sick, never takes a holiday, and can pitch your properties to hundreds of people at once. Every digital marketing campaign you run, whether through social media, ads, or email, will direct people back to your site. That’s why it needs to work perfectly. Think of your website as the foundation. If it’s strong, every other marketing effort will perform better.

A great real estate website should:

• Have a professional, user-friendly design (good UX) so visitors can easily navigate;

• Be mobile-friendly, because most buyers browse on their phones;

• Explain who you are and what you’ve delivered. Showcase experience, past projects, and differentiators to build credibility;

• Publish useful content. A blog or resources section with buying tips, legal basics, neighborhood guides, and market updates keeps prospects engaged;

• Answer questions quickly. Include FAQs, clear contact options, and, if appropriate, live chat.

Reach buyers through social media

Your potential buyers are already spending hours every day on Facebook, Instagram, and TikTok, so join them there. Social media gives you the chance to show your properties in action, share real stories, and connect with people in a more personal way.

• Show, don’t tell. The most effective approach is to show rather than tell. When you post videos and virtual tours, you let buyers walk through your properties from their couch, and a 30-second video tour often captures more attention than dozens of static photos. People also love seeing the story behind the sale, such as construction progress updates, happy clients receiving their keys, or even how you solved a tricky design challenge; 

• Be consistent. Consistency across all your posts is equally important. By using the same logo, colors, and tone, you create a visual identity that people recognize instantly. When someone scrolls through their feed and sees your content, they should know it's from you without even reading the caption.

The beauty of social media lies in its interactive nature. People can respond, ask questions, and share your posts with friends, creating conversations that often lead to actual sales meetings.

Target the right people

Social media and search advertising platforms allow you to reach specific audiences based on location, interests, and intent, subject to each platform's policies in your region. For example, Facebook Ads Manager allows you to target users based on their location, interests, and even life events like "recently moved" or "looking to buy a home." Instagram's targeting options include demographics like household income and job titles, while LinkedIn is perfect for reaching professionals and investors. Google Ads can target people actively searching for terms like "apartments for sale in Bucharest" or "new construction homes." This precision means your marketing budget goes to people who can actually buy your properties.

Use a mix of marketing tools

Think of marketing like fishing. If you only use one type of bait in one spot, you'll catch fewer fish than someone using different baits in different areas of the lake. The same principle applies to reaching potential property buyers. Instead of relying on just one method, successful real estate professionals combine several approaches to get more people and stay connected with them throughout their buying journey.

Here are the main tools that work well together:

• Paid advertising. (PPC) offers immediate visibility when buyers are actively searching. A Google Ads campaign can position your listing at the top of search results for terms like “3-bedroom apartments downtown,” while a targeted Facebook or Instagram ad can showcase your project to specific demographics, locations, or income ranges. PPC works fast, launches today, and starts getting inquiries within days;

• Email marketing. Newsletters become your way of staying in touch with people who aren't ready to buy right now but might be in six months or a year. Think of it as planting seeds. When someone downloads your neighborhood guide or signs up for property updates, you can send them helpful information regularly. You might share market trends, new listings, or tips about the buying process. When they're finally ready to purchase, they will recognize your name first; 

• Content creation. Through blog posts, videos, and helpful guides, you establish yourself as the knowledgeable professional people want to work with. When you consistently share valuable information or discuss market conditions, people start seeing you as the expert. This approach takes longer to show results than paid ads, but it builds lasting trust that turns into referrals and returning clients.

The real magic happens when you combine these strategies effectively. Someone might see your Facebook ad, visit your website to read your blog about buying tips, then sign up for your email list to get more information. Three months later, when they're ready to buy, you're the developer they call because you've been helpful and visible throughout their research process. This integrated approach creates multiple touchpoints that build familiarity and trust over time.

Track, measure, and adjust

When you use different marketing tools, don't forget to check which ones work best for you. Analyze the results regularly to see where your time, budget, and team effort bring the best return. If a specific type of ad or platform brings in more leads, focus more resources there. Use UTM tags for all campaigns and enable consent friendly conversion tracking.

Many tools can help you track performance. For your website, Google Analytics shows how many people visit, where they come from, and what pages they view. On social media, Facebook Insights, Instagram Insights, and TikTok Analytics can tell you how many people see your posts, engage with them, and who your audience is. If you run ads, Google Ads Reports will show which keywords, ads, and campaigns bring the most clicks and leads. For email campaigns, platforms like Mailchimp provide reports on open rates, link clicks, and conversions. Track cost per lead, qualified lead rate, time to viewing or call, and signed contract rate.

Build trust and connections

In real estate, as in other industries, trust is one of the most valuable assets. People are more likely to work with you when they see proof of satisfied clients and know you are active in the community. Two simple ways to strengthen your reputation are:

• Run testimonial campaigns. Invite every buyer and seller you work with for a review. Share these testimonials on your website, social media, and marketing materials to show real experiences from real clients; 

• Participate in networking events. Attend industry fairs, property exhibitions, and local business gatherings. These events are suitable for meeting potential clients, partners, and collaborators face-to-face, and also for creating opportunities you might not find online.

At JUNE, we help our clients put these strategies into action. Our services include PR, event planning, brand‑awareness campaigns, SEO content creation, social media management, and email marketing. By combining these tools, we position your properties in front of the right people, keep your brand memorable, and turn attention into measurable results.

In a market full of choices, it’s the trust you build and the relationships you nurture that make the difference. Digital marketing is simply the bridge that helps you get there.