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Some think there aren’t any free real estate marketing tools out there anymore. That’s not entirely true.

While every day there are fewer truly free tools available, there are still some with surprisingly helpful features that you can get for free.

In this article of mine, you will learn what I consider a free real estate marketing tool, and get to know 27 tools that can assist you in the whole real estate sales cycle.

Sounds good? Then please keep reading.

What Can Be Considered A Free Real Estate Marketing Tool?

Before we get into the different options, I would like to establish what I mean by a “free” real estate marketing tool.

So, by “free” I mean that you won’t have upfront or monthly costs involved whether you sell or don’t sell properties.

Overall, it means you don’t take any upfront risks by using a real estate marketing tool.

In contrast, some tools may take a cut based on your performance. So, you only pay the provider when you sell, otherwise, the tool is free to use.

I know this is not completely free in a strict sense, but my emphasis during my research for this article was to focus on and select only such tools where you do not take any upfront risk in using the tool.

Please keep also in mind that when you get something for free most of the time, it means that you will pay with your time.

So, something completely free actually doesn’t exist. But I will stop right here, because if I follow this line of thought we would go down a pretty deep philosophical and economical rabbit hole.

27 Free Tools According to the Real Estate Marketing Category

You may know that I’ve already written an article about real estate marketing tools, but not with a focus on free tools.

To be a bit consistent with the former article, I will use the same real estate marketing categories which at that time I aligned with the typical sales cycle of a real estate agent.

So, the relevant real estate marketing categories for tools are:

  • Website development, management & optimization
  • Digital marketing analytics
  • Reporting and optimization
  • Direct real estate lead generation
  • Content marketing & social media management
  • Communication (sales, prospecting), including customer relationship management & follow-ups
  • Offline marketing & sales activities
  • Property delivery & transaction management

1) Website Development, Management & Optimization

One of the starting points in the real estate marketing journey is having a website.

It is important both for offline marketing and, of course, digital marketing campaigns.

You will get the most out of your real estate website if it’s not only a one-page digital business card, but also generates leads for you.

Unless you don’t care whether it gets hacked or not, you need to manage, administer, and optimize them continually.

This is essential to also get marketing costs down. A keyword in this context is A/B testing of landing pages – a capacity your website should have.

A second important capacity your real estate website should have is a smooth integration of your MLS via IDX, and CRMs.

So, are there any free tools out there that can provide you with at least some of these requirements?

One thing I want to get out of the way right at the beginning is that you won’t find ready-made real estate website providers for free.

To get your real estate website for free, you either need to build it yourself from scratch with HTML, CSS and JavaScript and then deploy it on a free hosting platform or you skip the programming part and deploy a free-to-use content management system such as WordPress on the same free hosting platforms.

Free hosting you can get with Netflify or freehosting.com.

The tricky thing is that Netlify’s free plan only allows you to deploy static websites. You can use a workaround by converting a website that was first created with WordPress into a static one and then deploy it there (source).

But this makes the whole benefit of using WordPress as a content management system obsolete.

Therefore, I would go with freehosting.com which allows you to deploy a WordPress site.

Overall, you want to prefer WordPress over a static website, since you will have much more flexibility and options to amplify the functionality of your real estate website including the integration of MLS and CRMs.

You will also have a smoother ride when it comes to optimizing landing pages or doing A/B testing.

Doing this with a static website you build from scratch will require quite some coding skills.

You can get a free domain name with freenom.com, but it will be a domain with weird endings like “.TK / .ML / .GA / .CF / .GQ” which might not be the best option marketing and trust-building wise.


2) Digital Marketing Analytics, Reporting and Optimization

All types of digital marketing, be it content marketing or pay-per-click campaigns, need constant monitoring and optimization.

Why? You need to be able to see what works on your website in terms of lead generation and whatnot, and then focus and improve on what works.

For example, analytics tools will enable you to better monitor A/B split testing campaigns with a particular landing page you use to generate leads.

I dig a bit deeper into how you can use Google Analytics for Real Estate in this article.

And in this context, the true free tool you can use is Google Analytics.

It’s one of the most well-known tools when it comes to digital marketing analytics.

When you are a solo agent or a small to medium-sized real estate brokerage, this tool will always be free.

It provides the following features:

  • Comparison tools
  • Real-time reporting
  • Data-driven acknowledgment model
  • Advanced segments
  • Cross-Platform and Cross-Device measurement

You can learn more about it here.


3) Direct Real Estate Lead Generation

Most of the time, you don’t find tools in this category, but rather services that generate and/or sell real estate leads.

In this category, you also find tools that provide you with allegedly better converting easier to build or ready-made landing pages.

In the offline world, these would be tools that make your life easier when it comes to generating leads, for example, during open houses or individual showings.

Finding free tools or services in this category is much trickier.
For instance, you don’t pay upfront or on a monthly basis the providers that offer free leads but you will need to share a part of your commission.

In a sense, they are a bit like a broker that provides you with leads, but takes a cut from you.

You will also need a good track record most of the time to qualify to be able to work with them.

In terms of free real estate leads generated for you, I covered several providers already in this article.

I will shortly mention them below:

When it comes to open houses or individual showings to manage the leads you generate, a free CRM provider you could use here is Podio, which I already covered in this article.


4) Content Marketing & Social Media Management

Most of what you use for your social media marketing is informed by what you do as content marketing as a whole.

Why? Because you can recycle and repurpose content you already create for your real estate content marketing.

To know exactly what’s going on across your different social media marketing channels, there are some helpful tools and services out there that can save you a lot of time.

Some of the features such tools offer are analytics or post scheduling.

There are not many free tools anymore, but I could find three, which are Later, TweetDeck, and Buffer.

5) Communication (Sales): Customer Relationship Management & Follow-Ups

Ideally, you don’t want to stop at just generating leads.

After you have some generated, you also want to follow up with them and nurture them to turn them into paying real estate clients.

Many of the customer relationship tools for real estate but also for other industries come with lead nurturing functionality these days.

And if they don’t have a native lead nurturing system, they can at least integrate different types of email marketing software.

The two tools I would like to mention in the context of customer relationship management and follow-ups or lead nurturing are again Podio (as a CRM) and Mailerlite (email marketing).

Both are free and offer a lot for being free. I have used them in the past myself and up to this day am happy with them.

The best part is you can even integrate Mailerlite with Podio via the software bridging tool Zapier.

How you can use Podio for real estate I covered already in this article.


6) Offline Marketing & Sales Activities

When you come to the point of being able to use tools for offline marketing & sales activities, you are often already closer to having a paying real estate client.

These marketing activities can be pre-visits, home inspections, and showings, among others.

When it comes to navigating to a property you want to pre-visit or for a showing, you can use two free tools, such as Google Maps, and Waze.

If you need free tools to live stream a property you are visiting, there is Facebook Live and Instagram Live Stories.

And when it comes to open houses, as already mentioned, there are no free tools that are directly tailored for this use case.

But you could tailor Podio in a way that it can help you capture leads from open houses.

Another workaround could just be to use voice memos from your smartphone and/ or taking pictures with your smartphone of presentation cards you get or using the free version of Evernote.

The latter in itself can help you in many different use cases offline and also online. But the free version has its limits.


7) Property Delivery & Transaction Management

Now, we arrived at the part of the real estate sales cycle where you as a realtor actually get paid.

It’s when the property you sell is transferred from the seller to the buyer.

The tools in this context, by nature, need to support a bit more of a transactional context.

When it comes to transaction management services, they usually take a cut of the deal, so, in a sense, they are free when it comes to upfront costs. But that’s a bit of window dressing.

To mention a few, there are Scrabtitle, Priority Title & Escrow, and Pavaso.

Then, there are the tools that can help you sign documents digitally. While many are not free, some are at least in a basic version.

They are DocHub and PandaDoc.

I will close with a short overview of all the 27 mentioned free real estate marketing tools.

Overview of All 27 Free Real Estate Marketing Tools

Website Development, Management & OptimizationDigital Marketing Analytics, Reporting and Optimization
Direct Real Estate Lead GenerationContent Marketing & Social Media ManagementCommunication (Sales): Customer Relationship Management & Follow UpsOffline Marketing & Sales ActivitiesProperty Delivery & Transaction Management
WordPress.orgGoogle AnalyticsOpcity/Realtor.comLaterPodioGoogle Maps Scrabtitle
NetflifyZillow Flex TweetDeckMailerliteWazePriority Title & Escrow
freehosting.comHomelightBufferFacebook LivePavaso
AgentHarvest Instagram Live StoriesDocHub
Navy Federal Realty PlusPodioPandaDoc
Clever Evernote

This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.

Tobias Schnellbacher

Tobias Schnellbacher