Advertising for new real estate agents should start small: free groundwork first, then one paid channel in one area you can serve well. A new agent with a modest budget gets further by being seen often by a few thousand neighbors than by being seen once by everyone. And the rules apply from the first ad.
This site is an independent referral service, not a marketing agency. When you send the form, your details go to an independent marketing agency that prepares any proposal and does any work.
The free groundwork before any ad
Paid ads send people somewhere. Before you pay, make sure that somewhere is ready.
- A page of your own. A simple site or page with your name, your brokerage, the towns you serve and a short form.
- Your Google Business Profile. Google says real estate agents are individual practitioners. A public-facing agent who can be contacted directly at the verified location during stated hours can have a profile of their own.
- Your sphere. Tell the people you already know, plainly, that you are licensed and where you work.
- A consistent look. One headshot, one set of colors, one way of writing your name, used everywhere.
Google also says it doesn’t cost any money to appear in Google Search results, and there is no way to request or pay for a better local ranking. The free work is real work, and it is yours to keep.
Choosing your first paid channel
| Channel | Why a new agent might start here | What to watch |
|---|---|---|
| Mailers to one farm area | Neighbors see your name again and again | Pick a small area and send on a steady schedule |
| Facebook and Instagram lead ads | A form inside the app, easy to start small | Housing ad targeting limits; follow up fast |
| Search ads for your name and towns | People who search you find you | Keep it narrow to protect the budget |
| Open house promotion | Meet buyers and neighbors in person | Use your brokerage’s listings with permission |
Pick one, run it long enough to learn from it, and only then add a second. The guides on real estate mailers, Facebook lead ads for real estate and open house advertising go into each.
Choosing a small first farm
A first farm should be an area you know and can reach: a few streets around where you live, a building, a subdivision. Choose it by geography and by how many homes you can afford to reach regularly. The real estate farming guide explains how to run it as one campaign.
Fair Housing check
From your first postcard, describe homes and places, not the people you hope will buy. The Fair Housing Act at 42 U.S.C. 3604(c) bars ads that indicate a preference, limitation or discrimination based on race, color, religion, sex, handicap, familial status or national origin, and HUD’s rule covers words, photos and the places you choose to advertise. Not legal advice: ask a lawyer.
Rules a new agent should know
- License rules. Your state’s real estate license rules on advertising also apply, including how your brokerage name appears. Check your state commission and your broker.
- Brokerage and MLS. Advertising another agent’s listing needs permission; check your brokerage and MLS rules.
- Reviews. The FTC’s rule on consumer reviews bars buying fake reviews, and Google’s policy bans offering anything in exchange for a review. Ask every client for an honest review and offer nothing for it.
- Texts and calls. Automated calls and texts to leads need the right written consent; check with a lawyer.
- Email. Under the CAN-SPAM rules, a marketing email must include a valid physical postal address and honor an opt-out within 10 business days.
What a sensible first plan looks like
- Set up your page and your Google profile.
- Choose one small farm area by geography.
- Pick one paid channel and a budget you can keep up for months.
- Answer every inquiry quickly and keep notes on where it came from.
- Add a second channel only when the first is steady.
An independent agency that works with real estate agents can help you choose the first channel and keep it lean. If search is where you want to start, read about real estate PPC advertising.
New to the business? Send the form and an independent agency can suggest a small first plan in writing.
Questions agents ask
How should a new real estate agent start advertising?
With free groundwork first: a page of your own, your Google Business Profile and your sphere. Then add one paid channel in one small area and keep it steady.
Can a new agent have a Google Business Profile?
Google treats real estate agents as individual practitioners. A public-facing agent who can be contacted directly at the verified location during stated hours can have a profile.
Should a new agent pay for reviews?
No. The FTC rule bars buying fake reviews, and Google bans offering anything in exchange for a review. Ask for honest reviews and offer nothing.
Do I need my brokerage name in my ads?
Your state’s real estate license rules on advertising apply. Check your state commission and your broker.
Which is the cheapest way to advertise as a new agent?
The free channels: your own page, your Google profile and your sphere. Among paid ones, start narrow so a small budget is seen often by the same people.