Hosting a real estate webinar or workshop is one of the best ways to generate leads and build trust with potential clients.
But these results will not happen automatically. You’ll need a thorough understanding of your audience and a solid strategy to make your webinar truly successful.
If you’ve been thinking about running a webinar but don’t know where to start, or perhaps your previous attempts haven’t worked out, you’re probably looking for a reliable real estate webinar blueprint.
That’s exactly what we’ll share in this article. We’ll break it all down for you in eight easy-to-follow steps. Let’s dive in!
Why Host a Real Estate Webinar?
There are many real estate marketing ideas, but very few are as effective as webinars.
Webinars can position you as an expert in your field. When you share valuable insights or market trends, people start to see you as the go-to professional they can trust. Building marketing capital this way can be invaluable even if no one buys anything right away.
Webinars are an excellent tool for reaching professionals in various sectors, such as real estate agents, investors, and even manufacturing companies looking to expand their networks and improve industry knowledge.
Webinars are also great for lead generation. Every person who signs up gives you their email and other details, allowing you to add them to your lead pipeline. Just be sure to get their consent to receive marketing communications from you to stay compliant with data privacy laws.
Finally, webinars are much more budget friendly than in-person events. They allow you to reach an unlimited audience at little or no cost.
To reap these benefits, however, you must have a solid strategy. In the next section, we’ll cover the tried and proven step-by-step approach to planning real estate webinars.
Eight Steps to Host a Successful Real Estate Webinar
Here are the steps you need to take to run a successful real estate webinar from beginning to end:
Step 1: Set Clear Goals
First things first, you’ll need to be clear about your goals. Are you hoping to attract new clients? Or maybe you want to establish yourself as the go-to expert in your local market?
Focusing on what you want to achieve will guide every other part of your webinar, from choosing a topic to selecting channels for promotion.
Step 2: Identify Your Target Audience
Once you’re clear on your goals, the next step is developing clarity on your target audience. Who are you trying to reach? First-time homebuyers? Sellers worried about getting top dollar? Investors looking for the next big opportunity?
Once you know who you’re talking to, you can create messaging that speaks directly to them. For example, a webinar titled “How to Buy Your First Home Without Breaking the Bank” is going to attract first-time buyers, while “Top Tips for Selling Fast in a Slow Market” will grab the attention of homeowners looking to sell.
If you focus on your audience and their needs, they’ll show up and over time, they’ll likely commit to doing business with you.
Step 3: Pick a Topic That Gets People to Say, “I Need This!”
Your webinar will be a chance to really wow your clients. Set the pace by picking a topic that makes people say, “I need to know this!”
These could be things like common mistakes to avoid before investing in real estate, or current market forecasts and trends, and how they affect them.
For example, your target audience may be people who are interested in purchasing a home but may be struggling with debt. A webinar providing education on debt relief programs is sure to be a hit with this crowd.
If you can deliver real, actionable value, people will not only show up, but they’ll remember and trust you.
Step 4: Get the Word Out
You could plan the best webinar in the world, but if nobody knows about it, there’s no point.
Start promoting early and often. Send out targeted emails, post on social media, and personally invite people you think would benefit.
Speaking on marketing and promotion channels for attracting audiences to real estate events, Mary Beck, Realtor® at Realty Executives shares, “I personally have partnered with the YMCA in my hometown, which has a huge Senior Membership. With the YMCA promoting the events, the audience already has trust in them, so it’s nice to be the guest speaker. I advertise my events on Facebook, and in the local newspaper.“
Here’s one creative idea that usually works: consider creating custom t-shirts with your logo, slogan, or event name. You can wear these during your webinars or give them away as part of a fun contest to encourage sign-ups and participation. Consider adding a QR code on the back to catch some attention!
Also, think about teaming up with other professionals like mortgage brokers or home inspectors for greater reach.
Step 5: Pick the Right Platform
There’s nothing worse than having tech issues interrupt your presentation when you’re live. So, make sure you choose a reliable webinar platform that’s easy for both you and your attendees to use.
Unified communications tools are usually a good bet. These platforms let you share your screen, run Q&As, and record the session. Some of them also integrate well with Customer Relationship Management (CRM) tools.
Zoom, Google Meet, and GoToWebinar are all good options, but go with what feels right for you and what you’re comfortable with. More importantly, be sure to pick a platform that your audience will feel comfortable with.
Step 6: Keep People Engaged
During the webinar, be careful not to talk at people. Try to involve them by asking questions or inviting them to drop questions in the chat.
The more engaged they are, the more likely they’ll be to stay to the end and reach out to you afterward. Sharing real stories and examples makes you relatable, and when people see that you get them, they’ll want to work with you.
You can also build in short breaks to keep energy levels up. Even a quick pause to share a fun piece of trivia or education, such as sharing a bit of ancient Greek. Little breaks like this can help keep people listening and make your webinar more memorable.
Step 7: Follow Up
A lot of people put so much effort into their webinars and then do nothing afterwards. That would be a mistake.
Following up is where the real relationship-building happens. Send a thank-you email, share a replay for those who couldn’t make it, and offer extra resources or a free consultation to keep the conversation going.
You want them to think of you when they’re ready to act, and that starts with staying in touch.
Step 8: Be Prepared
A great webinar often leads to new client inquiries and partnerships. You can expect to close a few more deals, so it’s important to have business processes in place to manage the increased activity.
This includes using tools like CRM software and contract management software to help you stay organized.
Final Thoughts
Running a successful real estate webinar is so much more than just showing up and making a presentation. Webinars are a powerful marketing tool that can position you as a real estate expert.
They’re also usually a fantastic way to connect with potential clients and build your lead pipelines. But you must do them right. With the tips we’ve shared, you’ll be off to a great start! To develop your real estate marketing expertise further, we invite you to read our guide to becoming a digital marketing genius.
