Marketing in real estate
real-estate marketing: listing and leasing, tenant and buyer acquisition, brand for developers and brokers, and place-making.
Real estate marketing sits at the intersection of long sales cycles, high ticket sizes, and heavily regulated advertising. This block translates core marketing frameworks into the language of listings, absorption rates, and buyer or tenant journeys spanning months rather than days. You will examine how developers, brokerages, and property managers generate qualified leads, nurture them through site visits and negotiations, and retain clients across property lifecycles. The module set moves from foundational concepts to the specific metrics that separate profitable pipelines from wasted ad spend, then to the compliance obligations that govern property advertising, RERA-style disclosures, and fair-treatment rules. By the end, you will read a real estate marketing plan with the same fluency as a sector specialist.
What you'll master
- Apply core marketing frameworks (segmentation, positioning, funnel design) to residential, commercial and rental real estate contexts
- Calculate and interpret sector-specific metrics such as cost per qualified lead, cost per site visit, absorption rate and buyer lifetime value
- Benchmark marketing funnel performance against sector norms to diagnose weak conversion stages
- Conduct a pre-launch marketing compliance review covering advertising claims, disclosure requirements and fair-treatment obligations