5 Winning Sales Strategies For The Real Estate Market

Last updated on January 29th, 2026 at 10:13 am

Want to close more real estate deals?

Today we are going to discuss how to lay a solid foundation for sales, share five practical sales strategies, and explain how you can use online marketing to get more clients. 

Lay the Foundation First

You need to have a strong sales foundation if you want to be able to effectively implement the real estate sales strategies that we are going to discuss later in this article. 

Here’s how you can lay that foundation:

Study Sales

First, you need to learn how to sell. 

We recommend that you start by studying general sales principles as opposed to sales tactics that are specific to the real estate market. 

Here are three popular books that can help you understand sales better:

“Influence, New and Expanded: The Psychology of Persuasion” by Robert Cialdini

“Influence” is a book about the psychology of persuasion that is widely considered to be essential reading among salespeople. 

Robert Cialdini is a Regent’s Professor Emeritus of Psychology of Marketing at Arizona State University who used to be a visiting professor at Stanford where he taught marketing, business, and psychology.

As you can see, Cialdini has impressive academic credentials, so he could have easily gone down the road of pontificating from his ivory tower.

Instead, he spent three years undercover at car dealerships, fundraising organizations, and telemarketing firms where he got to observe how persuasion works in real life when money is at stake. 

That served as the basis for “Influence” which was first published back in 1984 and proposed six key principles of influence:

• Reciprocity
• Commitment and consistency
• Social proof
• Authority
• Liking
• Scarcity

The new and expanded edition which was published in 2021 is not only more accurate from the scientific perspective but also introduces a new principle of persuasion: unity. 

We highly recommend reading it because it’s the best work on the psychology of persuasion. Once you understand these seven principles, various sales techniques will make much more sense. 

Plus, you will learn how to influence people in general, which can help you in all areas of life, not just business!

“The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible” by Brian Tracy

Brian Tracy was best known as a motivational speaker and a personal development author due to his focus on topics such as goal setting, self-discipline, time management, personal productivity, and success in general. 

But he was also a master salesman who wrote several books on the subject including “The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible”.

In this book, Tracy explains:

• How to master your own psychology and the inner game of sales.
• Why people buy and how to leverage the psychology behind it to sell more.
• The classic, timeless sales strategies and tactics that you can implement in your business. 

“The Psychology of Selling” is probably the best introduction to sales psychology out there and can help you become a better salesperson. 

To Sell Is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others by Daniel H. Pink

Daniel H. Pink is an author who has written seven New York Times bestsellers, including the #1 New York Times bestseller “To Sell Is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others”.

In this book, Pink challenges the validity of the sleazy used car salesman stereotype which he believes to be outdated due to the technological progress of the 21st century.

He explains that in the past, the information asymmetry between the seller and the buyer was massive, with the former having much more information about the product or service in question than the latter. Sleazy salespeople would take advantage of this, giving the entire field of sales a bad name.

However, now that everyone has access to the Internet, this information asymmetry is pretty much gone because buyers can read customer reviews, compare specifications, and look for the best price. This means that today you couldn’t be a sleazy salesperson even if you wanted to, which we sure hope you don’t. 

So what sales techniques work best in the digital age? The same ones that have always worked best: the ones that are based on the principles of persuasion. 

But now being transparent is a necessity from the business perspective, not just the right thing to do in terms of ethics.

“Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels” by Russell Brunson

Finally, if you want to learn how to get clients online, we recommend reading “Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels”. 

It was written by our co-founder Russell Brunson, the creator of the Value Ladder sales funnel and one of the top sales funnel experts on the planet. 

He used sales funnels to grow ClickFunnels from zero to $100M+ in annual revenue so he knows what he’s talking about.

And what he teaches works for all businesses that have an online presence, not just for software companies like ours.

In fact, countless ClickFunnels customers have changed their lives by putting Russell’s advice into practice.

And at least 737 of them have generated over $1,000,000 in revenue within sales funnels built with our software. The proof is in the pudding!

And now you can use the same strategies and tactics to grow your real estate business. All you need to do to get started is read “DotCom Secrets”, which you can get directly from us for FREE!

Get “DotCom Secrets” for FREE!

Pick a Niche 

The term “real estate” is an umbrella term that includes everything from log cabins in the woods to downtown studio apartments to family homes in the suburbs to office buildings to commercial warehouses.

Consequently, buyers aren’t looking at the entire real estate market, they are searching for a specific type of property. 

Say, someone who wants to buy a log cabin in the woods won’t be interested in commercial warehouses and vice versa. 

While both types of properties are real estate, these are two completely different niches within the real estate market with no overlap between them.

It’s important to understand that people prefer to hire specialists as opposed to generalists whenever possible. 

Those who want to buy a log cabin will look for a real estate agent who specializes in log cabins.

Meanwhile, those who want to buy a commercial warehouse will look for a real estate agent that specializes in commercial warehouses. 

And it’s probably safe to say that neither would be happy to work with a real estate agent who sells everything under the sun with no clear area of expertise.

That’s why you need to pick a niche. What type of properties do you want to focus on?

Once you have chosen a niche, you need to become an expert at it. You should aim to know everything there is to know about that type of property. 

Needless to say, becoming an expert will take time, but it will pay off in the long run. There really are no shortcuts here so you might as well get on with it. 

Research Your Dream Clients

The better you understand someone, the easier it is to sell to them. That’s why you need to research your dream clients. 

Obviously, you must first get clear on who exactly your dream clients are. This is going to be informed by your chosen niche but you shouldn’t just go after anyone and everyone who might be even remotely interested in the type of properties that you are selling. 

Instead, you want to be laser-focused on people who would make the ideal clients for your real estate business. Once you get clear on who they are, it’s time to start researching them.

Fortunately, the Internet makes that easy because all you need to do is to:

1. Figure out where your dream clients hang out online
2. Observe the conversations happening there
3. Ask questions when appropriate

Also, if you personally know people who meet your dream client criteria, you can talk to them to learn more about their needs, wants, struggles, and so on. 

Note that this should be a casual chat. Don’t try to sell them your services, just ask questions and listen to what they have to say. People love to feel heard so if you let them talk, you might learn a lot.

Say, a newly married couple looking to buy their first home probably wants to start a family. There are practical concerns that come with that such as safety, distance to kindergartens and schools, quality of schools, etc. But there are also less tangible factors that matter as well. Can they see their future kids having a happy childhood there?

The ultimate goal of all this client research is to get to the point where you understand your dream clients better than they understand themselves, know what their objections to buying are likely to be and how to address them, and can foresee the problems that may arise and provide solutions to them. 

Best Real Estate Sales Strategies

Okay, now with all that out of the way, let’s get into the practical stuff. Here are five real estate sales strategies that can help you close more deals…

Real Estate Sales Strategy #1: Take Time to Understand Each Client

You can’t automatically assume that everything that you learned about your target audience applies to a particular client. 

For example, it’s probably safe to say that most newly married couples who want to buy a house are looking for a place to start a family, but there are also childfree couples who have no intention of ever having children. 

So don’t just start harping on about kindergartens, schools, and swings in the backyard. Talk to them and listen to what they say. What is this particular newly married couple looking for?

Real Estate Sales Strategy #2: Start With Your Best Offer and Downsell From There

Once you have a solid understanding of what the client wants, you should find a property that is as close to that as possible.

You should also find several other, more affordable properties that may not be quite right but might do nevertheless.

Show them the best property first and if it’s too expensive for them, start downselling by showing them the second-best property, then the third-best one, and so on.

Keep downselling until you have shown them all the properties that you have that at least somewhat match what they are looking for. 

Real Estate Sales Strategy #3: Pre-Emptively Address Objections

You should know what are the most common objections that your client might have and address them pre-emptively instead of waiting for the client to bring them up. 

For example, maybe you are selling properties in a run-down but safe neighborhood that is rapidly modernizing and will likely become trendy in the future.

Clients who are considering buying a property there may be concerned about safety. You might want to have crime rate statistics ready so that you can show them how the crime rate in that neighborhood compares to the crime rates in other neighborhoods as well as to the city average. Don’t just say “trust me, it’s safe”, show them the actual data!

Also, remember that sometimes people who don’t have previous experience buying real estate don’t know how to evaluate properties. 

Say, maybe the house you are showing them has a small kitchen with a separate living room, but it would be cheap and easy to demolish the wall between them to create a big open-plan space. 

This may be obvious to you but it may not be as obvious to first-time buyers who might pass up this property because they don’t like the current layout. You need to provide guidance in situations like that.

Real Estate Sales Strategy #4: Be Honest About the Trade-Offs

There’s no such thing as a perfect property. You know that, your clients know that everyone knows that. So be honest about the trade-offs from the start. 

That house is spacious but the roof is leaky and the backyard is tiny. This other house is small but nothing needs immediate fixing and the backyard is huge. This third house is decent-sized and the backyard is also decent-sized but there’s a train track nearby and you can hear the trains.

Explain the trade-offs so that your clients can make an informed decision based on what is most important to them. Serious people who are realistic will appreciate it. 

And if your honesty scares some clients off, that’s probably for the better because they would have likely been a headache to deal with anyway. 

Real Estate Sales Strategy #5: Help the Client Visualize a Better Life

When people are looking to buy property, they hope that doing so will improve their lives in some way. 

You want to help your clients visualize how buying that specific property would empower them to live the life that they want to live.

So help the newly married couple looking for a place to start a family visualize playing in the backyard with their future kids and the newly married childfree couple visualize enjoying quiet evenings at home and hosting game nights and dinner parties for friends.

Bonus Real Estate Sales Strategy: Cross Sell Relevant Services

Finally, you need to understand that everyone is already overwhelmed by the demands of modern life, which can lead to people making suboptimal decisions due to mental load. 

Sometimes clients are put off not by some easily fixable issue itself (e.g. a leaky roof) but by feeling overwhelmed by the thought of having to fix it (e.g. researching local roofers, comparing them, getting quotes, etc.).

You might want to consider partnering up with local companies that specialize in services that your clients might need and working out deals where you will send business their way if they agree to offer your clients discounted rates.

Then, when you are explaining the trade-offs to your clients, you can recommend local businesses that can fix these problems (e.g. the roof is leaky but you know a good roofer who can fix it at a discounted rate).

How to Use Online Marketing to Get More Clients

Every business needs a website these days because when people want something, they go online to search for it.

But merely having a website is not enough anymore. If you want to use the Internet to get more clients, you need a system for converting visitors into leads, leads into clients, and clients into repeat clients. In other words… 

You need a sales funnel!

What is the Value Ladder Sales Funnel?

We believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!). 

This sales funnel has four stages:

• Bait – You offer the potential customer your lead magnet in exchange for their email address. 
• Frontend – You offer the potential customer your least expensive and least valuable product or service. 
• Middle – You offer the customer a more expensive and more valuable product or service. 
• Backend – You offer the customer your most expensive and most valuable product or service. 

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue. 
We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue.

The reason why this sales funnel works so well is that it allows you to:

1. Start the relationship with that person by offering free value.
2. Nurture that relationship by continuing to provide free value via email. 
3. Build trust by providing progressively more paid value at each stage.

Here’s how Russell explains it:

How to Build a Value Ladder Sales Funnel for Your Real Estate Business

Okay, so now you understand the general concept of the Value Ladder, but how can you use it to grow your real estate business?

Step #1: Create a Lead Magnet

A lead magnet is a freebie that you offer to the potential client in exchange for their email address.

It can be anything that they can either download to their device or access online:

• A report
• An eBook
• A video class
• A video course
• An email course
• A webinar

…etc. 

What’s important is that your lead magnet provides an effective solution to a problem that the potential client is struggling with. 

Say, if your dream clients are couples looking to buy their first home, you could put together a quick guide that explains the three most important things that they need to know. 

Keep in mind that your lead magnet should not only serve as bait but also help you build trust and set the stage for the upcoming frontend offer pitch. 

Step #2: Create a Landing Page for Your Lead Magnet

Now that you have your lead magnet, it’s time to create a landing page for it. This is the page that you will be driving traffic to with paid ads. More on that later. 

A squeeze page, which is the most basic type of landing page characterized by being just one screen long, is probably your best bet. 

We don’t recommend designing it from scratch unless you have previous landing page design experience. Why?

Because online marketers have been relentlessly optimizing landing pages for at least two decades now. 

At this point, we know what works and what doesn’t. Or, to be more precise, we know what’s most likely to work.

That’s why when it comes to the initial design of your landing page, it makes sense to follow the established landing page design best practices. 

The most straightforward way to ensure that your landing page complies with those best practices is to use a proven, high-converting landing page template.

Our software, ClickFunnels, includes a template library that features landing page templates for all of the most common use cases.

So why waste time reinventing the wheel when you can simply do what’s been proven to work?

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Step #3: Create an Irresistible Frontend Offer

Okay, so now you have your lead magnet funnel, which is the Bait stage of your value ladder. What’s next?

Get Russell’s Top 22 Funnel Recipes for FREE!

We recommend creating a frontend offer designed to convert leads into paying customers. This will make it easier to sell them your real estate services later on.

The most important principle that you need to understand if you want to create an offer that converts is this formula:

High Value + Low Price = Irresistible Offer

And here are three practical tips for creating an irresistible frontend offer:

1. Make it digital – eBooks, video classes, and video courses are all great frontend offer formats. 
2. Price it at $7 – This price point is not low enough to make the potential customer question the quality of your frontend product but also not high enough to make them stop and think twice before buying it.
3. Remove all financial risk by providing an unconditional, no-questions-asked 30-day money-back guarantee – This ensures that the potential customer doesn’t have anything to lose by checking out your frontend offer. Worst-case scenario, they will simply get a refund. 

If your lead magnet is an eBook that explains the three most important things that couples need to know before buying their first home, you might want to create a comprehensive guide that covers everything they need to know and use it as your frontend offer. 

Step #4: Create a Sales Page for Your Frontend Offer

You also need a sales page for your frontend offer. This is the page that you will drive traffic to from your email list. 

When it comes to sales page design, it’s the same as with landing pages: you shouldn’t design it from scratch unless you have previous experience in doing that. Use one of our sales page templates from the ClickFunnels template library instead!

As for sales page copywriting, here are some of the basics that you need to get right if you want your sales page to convert:

• Headline – Your headline should convey the value of your frontend offer. How will it make the potential customer’s life easier? Lead with that. 
• Body copy – Appeal to the emotional buyers first with emotion-driven copy, then to the logical buyers with benefit-driven copy, and finally to the fearful buyers with scarcity-driven copy. 
• Social proof – Provide as much social proof as you can in the form of customer testimonials, endorsements from well-known people, and “As Seen On” media badges. 
• Call to action – Use an offer-specific call-to-action button copy (e.g. “YES! I Want ‘The Comprehensive Guide to Buying Your First Home’”) instead of generic copy (e.g. “Buy Now”).
• 30-day money-back guarantee – Make sure that your money-back guarantee is explained clearly and is featured prominently next to the call-to-action button. It should be impossible to miss!

There’s much more to sales page copywriting than that but unfortunately, we can’t adequately cover this subject in this article due to space limitations.

But if you want to learn how to write copy that converts, we highly recommend our friend Jim Edwards’ book “Copywriting Secrets”. 

You can get it for FREE. All Jim asks is that you cover the shipping!

Get “Copywriting Secrets” for FREE!

Step #5: Create a 6-Email Welcome Sequence

We don’t recommend hitting the new subscriber with a sales pitch for your frontend offer the moment they give you their email address. You haven’t built enough trust yet!

Send them this welcome sequence instead:

• Email #1: Who Are You? Introduce yourself to the new subscriber. 
• Email #2: Where Did You Come From? Share your origin story. How did you get into real estate?
• Email #3: What Do You Do? Explain in more detail what it is that you do. 
• Email #4: How Did You Gain This Expertise? Explain what makes you qualified to do what you do. Share relevant experience, credentials, and accomplishments. 
• Email #5: Who Do You Do This For? Explain who your dream clients + share a case study on how you helped someone like that find their dream property. 
• Email #6: How Can You Do It For Me? Pitch your frontend offer and provide a link to its sales page. 

Step #6: Offer a FREE 30-Minute Consultation

Once the new subscriber purchases your frontend product, you should take them to your thank you page.

There, you want to:

1. Thank them for their purchase.
2. Encourage them to book a FREE 30-minute consultation with you. Make it really easy to book by using scheduling software that shows your calendar and the available times. 

Once you get them on a call, you want to take time to understand what they are looking for as well as their budget range. If you believe that you can help them, pitch your real estate services at the end of the call. By that point, you will have built a lot of trust, so converting them into a client should be easy!

How to Drive Traffic to Your Value Ladder Sales Funnel

Okay, so now you have your Value Ladder sales funnel, but what’s the best way to drive traffic to it?

We believe it’s paid advertising because paid traffic is:

• Targeted
• Immediate
• Scalable

The first point is particularly important for real estate businesses because you can only sell to people who are looking to buy properties in the geographical areas that you cover. 

This means that organic traffic generation strategies such as building a social media following, a YouTube channel, or a niche blog may not work as well for you as they do for businesses that cater to the global audience. 

We recommend starting with Facebook ads. Create a campaign designed to promote your lead magnet and start running it with a small daily budget. Once you figure out how to run ads profitably you can begin gradually scaling your campaign. 

You might also want to experiment with Google Search ads that are displayed at the top of search results. Target keywords along the lines of “[property type] for sale in [geographical area]”. Drive this traffic directly to your homepage instead of your lead magnet landing page. 

Your website should be optimized for lead generation, though: you want to prominently display a feature box above the fold of your homepage. This will help you convert paid traffic from Google Search into leads.

Build a Value Ladder Sales Funnel for Your Real Estate Business With ClickFunnels!

ClickFunnels has everything you need to build a sales funnel for your real estate business:

• Proven sales funnel and landing page templates.
• A visual editor that you can use to customize those templates.
• An email marketing functionality that allows you to set up your welcome sequence and send one-off broadcast emails with new properties, special deals, limited-time offers, etc.

We also offer a free trial which means that you can check out our software without any risk. 

So why not start building your Value Ladder sales funnel today?

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