Why Successful Real Estate Agents Master Both Online and Offline Marketing

Christine George
3 days ago
3 min read

Updated: 2 days ago

Angie Javier, who has spent nearly a decade at realtor.com speaking with agents across the country, says that when she pulls up an agent's online presence in real time at events, on Zoom calls, she can't find 98% of them.

Not their website. Not their profile. Not their social media.

If a realtor.com spokesperson can't find you online, your potential clients definitely can't.

So what's going wrong?

The Online/Offline Divide

According to Angie, most agents fall into one of two camps. The first group has been working in their sphere and doing traditional marketing for years, open house signs, flyers, mailers, and sees digital as unnecessary or intimidating. The second group went all-in on their website and online leads, but let their community presence go quiet. Business has slowed, and they don't know why.

The agents who are consistently winning, Angie says, are the ones who have figured out how to blend both. It's not either/or, it's and.

Start With a Plan That Actually Excites You

When agents come to Angie feeling overwhelmed, her first piece of advice is always the same: make a plan. But not the kind of plan filled with transaction targets and lead counts. She shared the example of one of her top-producing clients who doesn't write "close 50 transactions" on his annual plan. He writes "take my family to Disney World" and "get my son a car before college."

When you start with the life you want, the business strategy to get there starts to make sense in a different way. You're not just checking boxes, you're building toward something.

Once the big vision is in place, Angie recommends using AI tools like Claude or ChatGPT to help break that plan into monthly and quarterly priorities. Stick it next to your computer. Follow it.

Print Isn't Dead - But Spend It Wisely

Before joining realtor.com, Angie worked at CoreFact, a print marketing company that specializes in hyper-local, geo-targeted farming. Her take on print is nuanced: she doesn't believe in dropping thousands on just-listed and just-sold postcards. But strategic, consistent print marketing in a defined geographic area? That still moves the needle.

The key is understanding what you want to accomplish, what budget makes sense, and then committing to it long enough to see results. Print is a slow ROI, but it keeps your name in front of the right people.

Your Online Presence Needs to Work for Humans and AI

If you're not findable, you're not relevant. Angie's starting checklist for every agent:

A free profile on realtor.com
Your own website or landing page (not just a brokerage profile)
A presence on at least one social media platform
A bio that's been updated and optimized not just for buyers and sellers, but for AI tools

That last one is increasingly critical. We're past the era of SEO. Today, Angie is talking about GEO (generative engine optimization) and AEO (answer engine optimization), the emerging disciplines around getting your name recommended by AI tools when buyers and sellers are searching.

If an AI can't parse your bio and connect you to your market, you won't show up in the conversations that matter.

Don't Let Technology Take Over

Angie's human-centric philosophy is simple: don't forget to be human. Pick up the phone. Not to pitch, but to genuinely check in. Notice when someone has lost a family member. Celebrate when their kid gets into their dream school. These are the moments that create the kind of trust that no algorithm can replicate.

She keeps coming back to a Maya Angelou quote: people won't remember what you said, but they'll never forget how you made them feel.

Use AI to get more efficient. Use that efficiency to be more present. That's the formula.

Angie Javier is a content creator and national speaker at realtor.com.

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