In the 453rd episode of Mail Right Now, Robert Newman and Jonathan Denwood share innovative strategies to enhance client relationships and stand out in a competitive market or real estate. Robert Newman is the founder and CEO of Inbound REM, an inbound marketing company that provides real estate website development, SEO consulting, and services directly to agents and brokers. On the other hand, Jonathan Denwood is the founder of Mail Right Now, a real estate lead generation platform that provides a great-looking website, landing page, text, email, and other functionality for digital platforms in 2025. This episode explores the strategies realtors can use to provide digital value and innovative ways to engage clients, leverage technology, and build lasting relationships beyond transactions.
Importance of Real Digital Value in Real Estate
Understanding the concept of real digital value is crucial for success in real estate marketing. Real digital value involves creating meaningful, original content tailored to a specific audience.
Understand your competition by studying similar businesses. Try to figure out how their business works and what their edge is. If you plan to follow a similar path, focus on the top three competitors. Analyze what they do and think about what steps you need to take to reach their level. Use this as your starting goal; when you reach that point, review your progress and look for ways to improve it. This will help you grow and stand out in the market.
One common issue in real estate marketing is the tendency to replicate competitors’ content without adding unique elements. For instance, creating identical versions of popular content may provide limited value. While mimicking successful formats might attract a small audience, it often fails to stand out in a competitive market. Instead of copying, adding a unique perspective or voice can make the content more engaging and valuable to the audience.
Find Your Niche
Generic content, such as general real estate market updates, community news, or mortgage rate discussions, often dominates real estate websites and social media channels. While this type of content is popular, it does not distinguish one agent from another. Real estate professionals must strive to offer something distinct and memorable.
Thus, finding your niche is essential, and then doing a market segmentation—breaking down your audience into smaller, more specific groups. In today’s digital world, being a generalist isn’t as effective as it once was. Different clients have unique needs. First-time homebuyers, for instance, often look for affordable new developments and may have questions about financing. Military families may prioritize homes near bases with good schools. By addressing these specific concerns, you create value and build trust.
Specialization doesn’t mean excluding general clients—it can attract them. When you become known for excelling in one area, people outside that niche may still seek your expertise because of your strong reputation.
Focusing on a niche or specialized content is a powerful way to create digital value. For example, a former law enforcement officer transitioning into real estate could leverage his background in security to provide insights into safe neighborhoods, secure housing, or related topics. Addressing a specific audience’s concerns can attract attention and build trust and credibility. Specialization can appeal to niche groups like first-time homebuyers, relocating families, or investors, offering tailored advice that resonates more effectively than general content.
Consumer psychology also plays a significant role. Positioning yourself as a specialist in a specific area creates a sense of demand and exclusivity. For example, a real estate agent focusing solely on South Pasadena may find that clients from surrounding areas still seek their services because of their perceived expertise. This concept applies to digital marketing as well. While your existing clients may not rely heavily on your website or social media, new clients often do. Highlighting your specialization online helps attract potential clients.
Luxury Real Estate Marketing
Luxury real estate operates like high-stakes enterprise sales in other industries. Transactions often take longer, require significant upfront investment, and involve detailed negotiations. Building a reputation in luxury real estate takes time and consistent effort.
In competitive luxury markets, agents must find innovative ways to reach their audience. Jade Mills, for example, advertises in publications like the LA Opera Magazine, targeting an older, affluent demographic. Agents entering the luxury market should assess who dominates their area and consider unique strategies to build their niche.
Sometimes, success in real estate also stems from leveraging personal skills and connections. Real estate agents should understand their strengths and passions. Personal stories and authentic connections can enhance digital marketing strategies and create meaningful client relationships. Investing in self-development—through storytelling, psychology, or networking—can lead to a more substantial presence in the market.
