When a real estate agent launches their business, building an online presence and generating leads is usually the first big hurdle they encounter. How do you choose a company that will have such a huge impact on your business? And then how do you afford it?

Michael Zobeck

“Marketing and branding is absurdly expensive for Realtors,” said Michael Zobeck, one of the founders of Agent Brand, a Fort Worth-based automated marketing company. “If you put a real estate logo on a marketing piece, the cost doubles.”

But Zobeck and his team — which includes co-founder Justin Hammond and his wife, Ashley — has plenty of experience in vertical marketing. They’ve operated heavily in the franchise space, building websites that are mobile-ready platforms for retailers such as Dickeys BBQ, Menchies Yogurt, Medici Pizza, and more. 

“I have been working with Realtors for years with a couple of different companies that I founded when I saw this platform,” he said.  “I knew there was nothing like and jumped aboard immediately.” 

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Katie Lance offers five "don'ts" for real estate professionals who want to use social media to connect with clients.

Katie Lance offers five “don’ts” for real estate professionals who want to use social media to connect with clients.


Marketing is one of the most challenging parts of having a successful real estate business. Great marketing ensures that, even after the peak season ends, your business will weather less-than-stellar sales. Truly, real estate is a cyclical industry, marked by seasonal highs and lows. Not only do you need to be prepared for the lean months financially, but by employing some strategic marketing tactics, you can stay in the forefront of potential clients’ minds.

But how can real estate agents keep the home fires burning on social media? What are some of the best ways to take advantage of your social networks?

Katie Lance is a fantastic business guru, often speaking at conferences focusing on content strategies. She is totally brilliant. If you’re not following her blog, you’re missing out! Lance just posted this great list of the top five “don’ts” for social media marketing when it applies to real estate professionals, and it’s a must-read! I agree with every single one of these suggestions, especially No. 5.

Jump for the complete list!

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Home For Sale yard Sign

After living at 7303 Coronado Avenue for 16 years, Karen Nealy decided to try and test the waters to see if she was ready to sell her home in Lakewood Hills. She’s been looking to move closer to the lake, perhaps Rockwall, with plenty of room to roam around.

“We almost bought a house yesterday that we really liked,” Nealy said a week or so ago. That’s what prompted her to “test the waters” and put her three-bedroom, two-bath home on the Lakewood Online Yard Sale Facebook page without the help of a Realtor. Since then she’s put it up as For Sale By Owner on Zillow, advertising the 1,504-square-foot traditional for $299,900.

“We know Realtors can get it out there to more people,” Nealy said, but she is doing a more improvisational trial and error approach to selling her home, which she calls a “fixer-upper.” She thinks it’s a fantastic property to add on to, perhaps for a family that wants to be inside the Lakewood Elementary School attendance zone.

Do-it-yourself listings on social media is a growing trend, but will it end up costing sellers in the long run?

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