Because marketing a listing isn’t that different from solving a ticket.
There’s something magical about a great customer support rep. Calm under pressure. Fast on their feet. Somehow always knowing just what to say. It’s no wonder the best real estate marketers have a lot in common with them.
Yes, you’re an agent. But you’re also a marketer, a messenger, and, occasionally, a bit of a therapist. Whether you're crafting a listing email, posting a neighborhood video, or just trying to keep your sellers from panic-refreshing Zillow, your communication matters.
Here’s what you can borrow from customer support to level up your real estate marketing game.
Know Your Audience. Speak Their Language
In support, we don’t assume the customer knows what “browser cache” means. We meet them where they are. And in marketing? Same rule applies.
Every buyer and seller sees the world a little differently. A seasoned investor may want stats, comps, and floorplans. A first-time buyer? They may just want to know if the house smells weird.
When writing your next listing email or social caption, pause and ask: Who am I actually talking to? Tailoring your tone (and content) to match your audience doesn’t just help your message land; it helps you build trust.
Clarity Beats Cleverness Every Time
Support pros know that “witty” doesn’t always translate. That’s why the best help content is clear, concise, and maybe a little boring. And honestly? That’s not a bad approach for marketing, too.
Yes, creativity is important—but not at the cost of clarity. If your subject line makes people go “Huh?” they may not be clicking. If your listing description reads like a riddle, it’s not converting.
PS: Use tools like Grammarly or CoSchedule Headline Optimizer. See more here!
Be clear first. Be clever second. And always make it easy for your audience to understand what you want them to do: click, call, schedule, explore.
Anticipate the Questions (Before They Ask)
The best support reps aren’t reactive. They’re proactive. They answer the next question before the customer asks it.
In marketing, this is your secret weapon. When crafting an email or post, don’t just show the home—preemptively answer the things your clients are wondering:
- What’s the neighborhood vibe?
- Can I walk to coffee?
- Is that room big enough for a Peloton?
Adding these little nuggets of insight (yes, even in your subject lines!) positions you as a thoughtful marketer, not just a broadcaster of MLS blurbs.
Tone Is Everything
Support teams are experts in tone. They know how to stay upbeat without being fake, and reassuring without sounding dismissive.
You need that same skill in your marketing. Especially during tense or uncertain markets. Is it a slower season? Don’t panic the reader, educate them. Are rates high? Talk about long-term value and opportunity.
Every message you send (email, text, story, post) either builds your brand or chips away at it. So check your tone like you check your spelling: often and intentionally.
Follow-Up Like a Support Pro
In customer support, nothing beats a great follow-up. It says: I see you. I didn’t forget you. You matter.
The same is true for real estate marketing. Sent an open house invite? Follow up with highlights or photos. Shared a market update? Loop back when new data drops. Promoted a listing? Send a “Just Sold” to close the loop.
Your marketing shouldn’t be a one-and-done blast. It should be a conversation with rhythm, consistency, and purpose. That’s how you stay top of mind (and top of inbox).
Final Thought: Support = Service = Strategy
Marketing isn’t just about getting attention. It is also about building relationships. And that starts with empathy, clarity, and great timing. Just like customer support.
So next time you’re writing that email or queuing up that post, think like a support agent:
Speak simply. Anticipate needs. Follow through.
Because good marketers tell a story.
Great marketers listen first.
