Real estate marketing 2027: strategies for agents, buyer persona and how to sell more properties
Effective real estate marketing combines a defined buyer persona, local SEO with Google Business Profile, targeted advertising on Meta and Google, video of the properties and WhatsApp to respond quickly. The order matters: first define who you sell to; then, where they will find you and how you serve them when they write.
A well-located, well-photographed property does not sell itself if nobody finds it. Real estate marketing solves that half of the problem: getting the right person to see the right property, at the moment they are looking, and write to you. These are the strategies worth applying in 2027, in order of priority.
1. Define your buyer persona
The buyer persona is the detailed profile of your ideal customer. You do not sell the same way to a young couple looking for their first home as to an investor who wants to rent out, or to a Dominican from the diaspora buying from abroad. For each one, define:
- What they are looking for: first home, investment, second home.
- How much they can invest and how they plan to pay.
- What holds them back: doubts about paperwork, the area, trust in the developer.
- Where they get information: Google, Instagram, portals, referrals.
A good starting point is to talk with your last five buyers and note how they found you and what convinced them.
2. Local SEO and Google Business Profile
Someone searching “apartments for sale in Santiago” or “houses in Punta Cana” sees the map and the local results first. To appear:
- Complete your Google Business Profile: category, areas you serve, real photos and reviews.
- Create pages by area and by type of property on your website, with useful information: reference prices, nearby services, procedures.
- Write the way your customer talks. “2-bedroom apartment in Naco”, not “residential unit”.
SEO takes months, but it is the source that compounds the most. If you want to understand its pillars, read what SEO is.
3. Targeted advertising on Meta and Google
- Google Ads captures people who are already searching: keywords with intent such as “buy an apartment in…”.
- Meta (Facebook and Instagram) reaches people who are not searching yet, showing properties to audiences by location and interests.
- Send ads to a specific page for the property or the area, not to your home page. Review the most common Google Ads mistakes before investing.
4. Content and video of the properties
A walkthrough video, even shot on a phone and well stabilized, sells more than a photo gallery. Mix three formats:
- A short walkthrough of the property, with the price and the area at the start.
- Area guides: what is nearby, what living there is like.
- Answers to frequent questions: paperwork, financing, transfer taxes (always check with a lawyer).
5. Listings and portals
Publish on the local real estate portals your customer uses, with good-quality photos and a complete description. Keep the data up to date: a sold property that is still listed hurts credibility.
6. WhatsApp to respond and schedule
People who ask about a property expect a quick reply. Set up WhatsApp Business with a catalog of properties, quick replies and labels by stage (question, viewing scheduled, offer). Ask three qualifying questions: what they are looking for, by when and with what budget. More in how to sell more with WhatsApp Business.
7. Your own website
Your website brings together properties, your story and a form or WhatsApp button. It is the only piece you fully control and the one Google can rank under your name. See what it costs in web design in the Dominican Republic.
How to measure it
| What to measure | What it is for |
|---|---|
| Qualified conversations per channel | Knowing which channel brings real prospects |
| Scheduled viewings | Measuring the quality of the conversation |
| Cost per scheduled viewing | Deciding where to invest more |
| Properties sold per channel | The final metric |
A plan to get started
- Week 1: define your buyer persona and complete your Google Business Profile.
- Weeks 2 to 4: organize your website with one page per area and per featured property, and set up WhatsApp.
- Month 2: launch a small campaign on Meta or Google with one specific property.
- Month 3: measure, adjust and repeat what worked.
If you want us to build your agency’s marketing plan with you, message us on WhatsApp.
Frequently asked questions
What is a buyer persona in real estate marketing?
It is the detailed profile of your ideal customer: age, income, what they are looking for (first home, investment, second home), how they decide, what doubts they have and where they get information. With it you decide messages, channels and which properties to show.
Which channels work best to sell properties?
It depends on the audience, but the usual mix is Google (local searches and ads), Instagram and Facebook to show properties, real estate portals and WhatsApp to respond and schedule viewings.
Does a real estate agent need their own website?
Yes. Portals bring visits, but a website gives you your own space with your brand, your properties and your way to be contacted, and it is what Google can rank under your name.
How is real estate marketing measured?
With the cost per qualified conversation, scheduled viewings and properties sold per channel. Clicks and followers are not sales.