Industry Benchmarks and Smart Budgeting Tips for Agents

Marketing is a critical piece of every real estate agent’s business. It’s how you get in front of buyers, attract new listings, build a personal brand, and stand out in your local market. But one question continues to come up: how much do realtors spend on marketing?

While there’s no one-size-fits-all answer, there are clear industry trends, benchmarks, and smart budgeting principles that can help you plan with confidence. Whether you’re just starting out or scaling your business, understanding your realtor marketing budget is key to long-term success.

What’s the Industry Standard?

Most real estate professionals spend somewhere between 7% and 10% of their gross commission income (GCI) on marketing. This includes everything from digital ads and print materials to signage, open house promotions, and photography.

If you're in a growth phase — trying to break into a new market, boost visibility, or generate more listings — you might allocate closer to 15% to 20% of your GCI toward marketing efforts.

Agents with a strong referral network or consistent repeat business may spend less — sometimes as low as 3% to 5% — simply because their marketing needs are different.

What Counts as “Marketing” in Real Estate?

It’s important to define what actually falls under your marketing umbrella. A well-rounded real estate marketing strategy can include:

• Social media campaigns (Facebook, Instagram, TikTok, etc.)
• Search engine advertising (Google Ads, YouTube pre-rolls)
• Professional listing photography and video
• 3D virtual tours and drone footage
• Email marketing and newsletters
• Branded merchandise and signage
• Postcards, flyers, and direct mail
• Open house promotions and events
• Website development and SEO-friendly content

The mix depends on your market, goals, and target audience — but every piece of it works together to build brand awareness and generate leads.

New Agents vs. Seasoned Pros: Who Spends More?

If you’re a newer agent, chances are you’ll need to invest more heavily in marketing to build recognition, gain trust, and compete with established names. That could mean hiring a professional marketing service, running targeted online campaigns, or investing in a branded website.

More experienced agents who have built a strong referral base may spend less on prospecting and more on maintaining their brand through reputation marketing or staying top of mind with past clients.

The important takeaway? Your stage in business matters. Your marketing budget should grow and shift as your goals evolve.

Where Should You Spend Your Budget?

There’s no shortage of options when it comes to real estate marketing, which is why it’s crucial to spend strategically.

Here are a few smart allocations for your marketing dollars:

• Digital First: Most agents are prioritizing digital marketing today. Social media ads, website optimization, and email campaigns are typically more cost-effective than traditional print — and allow for better targeting.
• Professional Visuals: Listings with professional photos and videos tend to attract more attention and sell faster. Invest here, especially for higher-end properties.
• Personal Branding: Building a recognizable personal brand helps agents stand out. Think custom signage, business cards, or community-based events.
• Local Advertising: Depending on your market, postcards, flyers, and neighborhood newsletters still work — especially for farming specific zip codes.
• Referral Marketing: Don’t forget about staying in touch with your past clients. Branded gifts, client appreciation events, or handwritten notes can keep you top of mind.

Budgeting Tips to Stay on Track

Here are a few practical tips to help real estate agents manage their marketing spend wisely:

1. Set a Percentage, Not Just a Dollar Amount
2. Basing your marketing budget on a percentage of your income gives you flexibility and scales with your business growth.
3. Don’t Spend Everywhere at Once
4. Focus on 2–3 key channels that align with your ideal client. Trying to do everything at once often leads to burnout and diluted results.
5. Invest Consistently
6. Marketing works best when it’s consistent. Even in slower months, keep a portion of your budget active to maintain visibility.
7. Track What Works (Without Getting Overwhelmed)
8. You don’t need complex dashboards — just pay attention to where your leads come from and which campaigns help you get new clients.
9. Plan for the Year, Adjust Quarterly
10. Create a rough marketing plan annually, but be ready to shift budget as trends, seasons, or business needs change.

Final Thoughts

Understanding how much realtors spend on marketing is about more than just numbers — it’s about building a strategy that supports your goals, fits your brand, and delivers value over time. Whether you’re spending 5% or 15% of your income, the most important thing is that your investment feels purposeful.

Marketing is the engine that drives visibility, trust, and growth. The more thought you put into your realtor marketing budget, the more momentum you’ll build in your market.

Ready to Build a Smarter Marketing Plan?

At Dippidi, we specialize in helping real estate agents take the guesswork out of marketing. If you're looking for a partner to help you plan, launch, and manage your campaigns — contact us today for a free marketing audit.

Let’s make your marketing dollars go further.

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