You’ve taken the plunge, completed your training, earned your real estate licence, and launched your own buyer’s agency. Congratulations! But now reality sets in: the steady stream of home buyers you imagined isn’t quite there yet.
While you might be nailing property research, negotiation, and client management, it’s marketing that determines whether your business actually takes off.
Unlike sales agents, who can leverage their property listings to attract the next seller, buyer’s agents don’t have that built-in visibility. Your business is service-based, which means your growth depends entirely on how well you market yourself.
Marketing for buyer’s agents isn’t optional; it’s the fuel that powers your reputation, relationships, and referrals. Without a consistent marketing plan, your business will stall before it ever has the chance to scale.
The good news? You don’t need to do everything at once. But there are a few non-negotiables every buyer’s agent must prioritise to look credible, stay visible, and grow sustainably.
Get your mindset and marketing budget right
The shift from employee to business owner is bigger than it looks.
When you worked for someone else, the business found the leads, the brand opened the doors, and your name was part of something already established. Now, you are the brand.
Friends and referrals might help you get your first few home-buying clients, but they won’t sustain you. The buyer’s agent sector has exploded across Australia, with hundreds of new operators entering each year. Many rely solely on existing connections until the phone stops ringing, and that’s when panic sets in.
Successful buyer’s agents think like marketers. They understand that visibility compounds over time, just as property value does. Every time you publish a post, promote a video, or run an ad, you’re adding equity to your brand.
Marketing isn’t a cost or the forgoing of personal income; it’s an investment in future clients.
Set aside a marketing fund in a dedicated bank account from day one. Reinvest 10–12% of every commission into promoting your business, even when cash flow feels tight. That’s how you build consistency, and consistency builds confidence.
Build an online presence that proves you’re the real deal
Before anyone hires you, they’ll Google you. That moment is your digital interview.
Prospective home buyers will want proof you’re credible before they share their goals or financial details. If your online presence looks half-baked or out-of-date, you’ll lose them before you even speak.
To make a great impression in the digital world, you need a modern buyer’s agent website, not a basic landing page or reliance on a social profile page. A modern and comprehensive buyer’s agent website is far more powerful for your brand and acts as your digital shopfront.
It doesn’t need to be costly, but it does need to have the right information. Here are the non-negotiables your buyer’s agent website should include:
- An authentic ‘About’ page that shares your experience, background, the story behind your business and what differentiates you from your competitors.
- Clear service pages that explain who you help (home buyers, investors, relocators) and exactly how you add value.
- Proof of results through short case studies or testimonials that show tangible outcomes.
- A blog or resource library where you can publish content that educates prospects and showcases your knowledge and expertise.
- Easy contact options, including your mobile number (not just a form), so prospects can reach you instantly.
Then, set up your Google Business Profile so you appear in local searches and maps, add your phone number and trading hours, and start collecting reviews from happy home-buying clients.
Back it up with a professional LinkedIn profile (for your B2B referral network of mortgage brokers, accountants, and financial advisers), and an active Instagram or Facebook page (for your B2C audience of home buyers and investors).
Each digital footprint is a breadcrumb that leads people back to you. When they all align, you look legitimate, credible, and established, even if you’re just starting out.
Make content marketing your currency
The fastest way to build authority is simple: show what you know.
Start with blogging. It’s the easiest way to dip your toe into content marketing and get found in Google and AI searches for your home-buying services.
Think about the questions buyers ask you each week, or the interesting conversations you’ve had with your broader business network. Turn those into short, helpful articles. Tell the story of each property purchase, highlighting the home buyer’s unique needs and how you secured a property for them and helped them achieve their goals. Highlight challenges faced along the way and how you overcame them. Each article or case study is another opportunity to showcase your expertise.
A handy tip: voice record your thoughts on your phone as you go. It makes capturing ideas quick and easy, so you never run out of content.
Share your blogs with your database, post them on social media, and repurpose them as part of a broader advertising campaign.
Once you’ve nailed the written word, layer in video. Short clips shared on your website and social media let prospects see and hear you. It’s the next best thing to meeting you in person. Like your blog posts, focus on educational topics such as client questions, common challenges, or case studies to reinforce your expertise and credibility.
When you publish and advertise your content consistently, you stay in your audience’s peripheral vision. And that familiarity builds credibility, which is the foundation of every successful real estate business.
Don’t try to do it all yourself
You might be brilliant at finding and negotiating property deals, but that doesn’t make you a marketer.
Many new buyer’s agents fall into the trap of trying to do it all themselves; from designing a logo, building a Wix or Squarespace website, writing copy, creating graphics, and managing social media posts. But find that nothing seems to bring in leads.
There’s a reason marketing is a profession. It takes strategy, tactics, testing, and technical skill to create campaigns that appeal to home buyers and convert prospects into clients. It might appear easy, but I assure you it’s not.
Outsourcing your buyer’s agent marketing to a specialist marketing agency is one of the smartest investments you can make. It’ll give you the best opportunity to secure a consistent flow of clients and scale your business. Don’t hire a marketer in-house, because they won’t have the breadth of skills to handle every marketing task. In fact, we joke that these people are unicorns — mythical marketers who can do everything but just don’t exist.
Instead, utilise your marketing budget wisely and engage a team with all the skills and buyer’s agent marketing solutions you need. At Hoole, we have decades of knowledge of what works and what doesn’t, because we specialise in real estate.
Engaging professional help frees you up to focus on high-value, income-generating activities. Instead of spending hours watching YouTube tutorials on how to use marketing tools, you can focus on what really matters – developing relationships across your property network, following up warm leads and servicing home buyers.
And the right help doesn’t have to cost a fortune. My DIY Marketing Program gives you all the tools and messaging you need to kick-start your marketing, so your only job is to publish and post. It’s a cost-effective way to get your agency off the ground, build momentum, and avoid the burnout that comes with doing it all yourself.
You’ll save time, avoid costly mistakes, and still maintain creative control. Outsourcing isn’t an expense, it’s an investment and will be more cost-effective when using a professional team, as we have the smarts to direct your budget wisely.
Stay visible in the right places
Marketing is about staying visible, not shouting louder.
You don’t need to post every day, but you do need to stay consistent. Batch your content at the start of each month so you’re never scrambling for ideas. Run paid campaigns. Even $10 a day on Meta or Google can keep your name in front of prospects. Target the areas or home buyer types you specialise in: first-home buyers, downsizers, investors, or relocators.
The goal is to stay in your audience’s peripheral vision. They might not engage with every post, but over time, they’ll start to recognise your face, your voice, and your brand style.
Prioritise education over entertainment. You’re not a social media influencer, you’re a real estate professional guiding people through one of the biggest decisions of their lives. That’s how you build credibility and stay visible for all the right reasons.
Keep evolving your brand
Your buyer’s agent brand is your business identity. It grows and matures just as you do.
You’ll scale faster once people recognise your name and associate it with expertise and results. A consistent brand look, tone, and message make you memorable long after someone scrolls past your content.
Ensure you have clear brand guidelines — outlining your colours, fonts, logo placement, and tone of voice — and make sure everyone who works with your brand follows them. When your website, emails, and social media all look and sound different, it creates confusion and makes you look unprofessional.
As your buyer’s agent experience grows, refresh your visuals and messaging. Update your bios, headshots, and case studies every few months. Share new success stories and showcase different types of home buyers you’ve helped.
Each update signals that you’re active, evolving, and engaged in the market, all the cues that make you appear credible and current.
Measure marketing results that matter
Marketing data is powerful, but only when you’re measuring the right things.
New buyer’s agents often get caught up in vanity metrics: follower counts, likes, and comments. They might feel warm and fuzzy, but they rarely convert into clients.
Instead, focus on metrics that reflect real engagement and visibility, such as:
- How many people are searching your brand name on Google
- How many are visiting your website
- How many are watching your videos all the way through
Track how many warm conversations you’re having with prospects who show that they have engaged with your marketing ahead of calling you. Marketing should be seen as the warm-up act, and sales the closing act.
And don’t stress if results take time. Buyer’s agent marketing works like compound interest: small, consistent actions build momentum and deliver bigger returns over time. The more you invest in visibility, the stronger your pipeline becomes.
Bonus must: nurture your referral network
While your marketing builds awareness with prospective buyers, don’t neglect your professional relationships. Mortgage brokers, accountants, and financial advisers are often the first people buyers speak to before hiring a buyer’s agent.
Keep in touch with them through newsletters, social media, and occasional coffee catch-ups. Your marketing can support these connections, too: run ads that appear in their feeds or tag them in relevant posts.
When they’re reminded of your professionalism regularly, they’ll keep sending opportunities your way.
Referrals remain powerful, but they work best when your marketing keeps you visible in between introductions.
The buyer’s agent marketing checklist
If you’re just starting out or even if you’ve been operating your buyer’s agency for a while, use this quick checklist to see where you stand:
- Set up a marketing fund and reinvest at least 10% of my income.
- Publish valuable content at least once a fortnight.
- Identified help for areas I can’t manage myself.
- Use ads to keep me visible with my target audience.
- Brand visuals and bios are current.
- Track visibility and engagement monthly.
If you can tick most of these boxes, you’re ahead of 90% of new buyer’s agents in Australia.
Ready to grow your buyer’s agency the right way?
Launching a buyer’s agency is exciting, but it’s also demanding. The buyers’ agents who thrive are those who commit to marketing early and stay consistently visible.
Marketing doesn’t just generate leads; it builds your reputation, authority, and long-term opportunities. When you invest in it from day one, you’re not just promoting your business, you’re future-proofing it.
Book a complimentary one-hour session with me, Melanie Hoole, and I’ll show you how to use marketing to achieve long-term momentum and success.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
