The Five Buckets of Online Marketing for Your Property

In today’s digital-first real estate landscape, the way your property is marketed online can make or break the sale. A great listing isn’t enough if no one sees it. That’s why I use a system I call the Five Buckets of Online Marketing—a simple framework that ensures every listing gets maximum exposure across the platforms that matter most.

What Are the Five Buckets?

Based on proven strategies (including those from The Buyer and Seller Presentation to Close Your Next 25 Deals), these five categories cover the full spectrum of online visibility:

1. Brokerage Websites

2. Listing Portals

3. Classified Services

4. Social Media

5. Search Engines

Let’s unpack each one.

1. Brokerage Websites

Your brokerage site is often the first destination for serious buyers. These sites offer professional presentation, detailed information, and often syndicate your listings to other platforms.

Pro Tip:
Make sure your listing is fully optimized—photos, virtual tours, and accurate data. Many brokerages (including eXp Realty) automatically feed your listing to hundreds of websites through IDX.

2. Listing Portals

Think: Zillow, Redfin, Realtor.com. These giants dominate search traffic and are often where buyers begin their journey.

Strategy Tip:
Sponsoring your listings can push them higher in the results. You can even co-market with a lender to split the cost and increase exposure.

3. Classified Services

Classifieds like Craigslist, Facebook Marketplace, and local community bulletin boards still drive traffic—especially for first-time buyers and investors.

Execution Tip:
Keep listings short, punchy, and visual. Include a clear call to action like “Schedule a Tour” or “DM Me for More Info.” Refresh them often to stay on top of search results.

4. Social Media

Modern buyers don’t just search—they scroll. Platforms like Instagram, Facebook, Pinterest, and TikTok give you a chance to showcase the lifestyle, not just the house.

Best Practices:

• Use vertical video for Stories, Reels, and TikToks

• Post neighborhood highlights (schools, parks, shops)

• Go live from your open house or do a walk-through video

• Use hashtags and location tags to reach a broader audience

Don’t just post a flyer—create a vibe.

5. Search Engines

SEO (Search Engine Optimization) helps your listing show up in organic Google searches. This is especially powerful if you’re using your own site or blog to feature properties.

SEO Tips:

• Use location-specific keywords (e.g., “3-bedroom home in Morgan Hill”)

• Include terms like “open house,” “move-in ready,” or “ADU potential”

• Mention unique features (e.g., “solar panels,” “pool,” “walk to downtown”)

The more relevant your content is, the better chance it has of being found by someone actively searching.

Why This Multi-Bucket Approach Works

Most buyers start online—but where they look varies widely. Some are loyal Zillow users. Others scroll Instagram at night. Many rely on their agent’s MLS feed. Some still scan Craigslist or Google search for homes by neighborhood.

According to industry research, 28% of buyers ultimately find their home through their agent, not a website. That’s why agents need to stay visible and active across platforms. A five-bucket strategy ensures you don’t miss a buyer simply because they search differently.

How to Implement the Five Buckets

✅ Create a checklist for every listing with all five buckets
✅ Customize your content for each platform
✅ Track clicks, views, and inquiries to see what works
✅ Refine and update your strategy with each listing
✅ Stay consistent with your branding across platforms

Final Thoughts

The goal isn’t just to be everywhere—it’s to be effectively present wherever buyers are looking. When you combine reach with strategy, the result is faster sales, stronger offers, and happier sellers.

If you’d like help building a five-bucket marketing plan for your next listing—or want to see how we market homes differently—book a strategy call today.