Mastering Real Estate Marketing: Authentic Strategies, Building Connections, and Navigating Challenges with Katie Lance

Marketing is everything in real estate. It’s how we build relationships, gain trust, and ultimately close deals. Whether you’re just starting or you’ve been in the game for years, the right marketing strategy can make or break your career.

Recently, I had the pleasure of chatting with Katie Lance, the CEO and owner of Katie Lance Consulting, on my podcast. In our conversation, Katie shared invaluable insights on how to master real estate marketing. From finding your niche to creating systems that work, Katie’s advice is a game-changer for anyone looking to take their marketing to the next level.

Katie’s Journey into Real Estate and Marketing

Katie didn’t set out to be a real estate marketing guru. Instead, her entrepreneurial spirit led her to explore marketing and business from a young age.

She was always fascinated by the idea of running her own business and creating something meaningful. After working for a real estate brokerage in the San Francisco Bay Area and later at Inman, she discovered her true calling: helping real estate professionals succeed by mastering their marketing.

In 2012, Katie got into entrepreneurship and founded Katie Lance Consulting. What started as a small venture has since become a thriving business that supports agents and brokers across the country!

Key Insights from Katie on Real Estate Marketing

Let’s dive into the key takeaways from Katie that can transform your approach to marketing and help you grow your real estate business.

Finding Your Niche and Staying Authentic

For Katie, you don’t have to be everywhere or do everything. It’s important to pick the marketing channels that resonate with you. Whether it’s social media, face-to-face interactions, or even handwritten notes, you should focus on what feels natural and aligns with your business goals.

Katie emphasizes that the key to building trust with clients is authenticity. People want to work with someone they trust, and the best way to earn that trust is by being real. So, share your personal stories, your opinions, and show who you truly are.

Creating Systems for Consistency

Katie said that one of the biggest challenges agents face is maintaining a consistent marketing presence. It’s easy to get overwhelmed by all the different platforms and strategies out there. She recommends creating systems that work for you.

Whether it’s time-blocking, batching content, or planning social media posts ahead of time, systems can help make marketing feel less overwhelming.

When you make marketing a habit, just like brushing your teeth every morning, it becomes part of your routine.

Mentorship and Learning from Others

Katie is a big believer in the value of mentorship. She suggests that new agents should seek out a mentor or someone they can turn to for advice.

However, mentorship doesn’t have to be formal. You can learn from your colleagues, shadow experienced agents, or simply chat with others in your brokerage office.

Katie also stressed the importance of listening to your broker. Sometimes, agents make the mistake of seeking advice from random Facebook groups or other online forums, which can lead to confusion or even legal trouble. By going to your broker, you can get personalized advice that’s relevant to your specific situation.

Adapting to Challenges and Economic Uncertainty

The real estate market has seen its ups and downs, and agents are feeling the pressure. Katie’s advice is to focus on what you can control, and right now, that’s your online presence.

Now more than ever, it’s essential to show up online and share content that’s authentic and relatable. Don’t just share generic tips or links to other articles. Share your thoughts, your feelings, and your experiences.

People want to connect with real humans, not a faceless brand!

Effective Email Marketing and Database Management

Katie emphasizes the power of building and maintaining a database, whether it’s through newsletters or personalized emails. By staying in regular contact, you keep your name top of mind for when your clients need a realtor.

Katie also suggests celebrating milestones with your clients, such as birthdays or home anniversaries. Small gestures, like this, show that you care and keep your relationships strong.

Katie’s Academy and Resources

For those looking to take their marketing to the next level, Katie offers a membership platform through her #GetSocialSmart Academy. This resource is packed with live trainings, masterclasses, content calendars, templates, and more.

Katie also has a podcast, The Katie Lance Podcast, which offers more great insights for real estate professionals.

From my end, I also leverage the Icons of Real Estate podcast production to produce content that educates and empowers agents.

There’s no shortage of resources out there to help you grow and succeed in this industry.

Want to dig deeper into my amazing conversation with Katie? Listen to the full podcast! 

Tune Into REalizations Podcast for More Expert Insights to Take Your Real Estate Career to the Next Level!

Katie shared so many strategies that can help real estate agents to improve their marketing efforts and build lasting, meaningful relationships with clients. If you want to learn more from industry experts, like Katie, make sure to tune in to the REalizations Podcast.

And, if you’re looking for personalized support in buying or selling your home in the Bay Area, I’d love to connect with you. I’m dedicated to providing a client-focused approach that puts your needs first. Contact me, and let’s make your real estate goals a reality!