Marketing on a Shoestring: Where to Spend and Where to Save

Sep 23

Let’s be real: not every realtor or small business has a big marketing budget. The good news? You don’t need one. What you do need is a smart strategy - knowing where to invest and where to hold back so every dollar works harder.

Here’s your guide to marketing on a shoestring without sacrificing results.

Spend On: Branding Basics

Your logo, colors, fonts, and headshots are the foundation of your brand. Skimping here creates confusion and makes you look less professional.

Realtors: Invest in professional photos and a clean logo.
Small businesses: Make sure your packaging or storefront branding is consistent.

Spend On: Website & SEO

Think of your website as your digital storefront. Even if it’s simple, it needs to look professional and be searchable.

Realtors: A website with MLS integration and local keyword SEO.
Small businesses: Clear product/service info with strong Google My Business listings.

Spend On: Targeted Social Media Ads

Boosting posts randomly? Waste of money. Targeted ads with clear goals? Worth it.

Realtors: Ads that promote lead magnets (guides, listings, or free consultations).
Small businesses: Ads that highlight bestsellers or time-sensitive offers.

Save On: Fancy Print Marketing

Do you really need 5,000 glossy flyers? Probably not. Print has a place, but digital often gets more reach for less.

Use print selectively (community events, pop-bys, or direct mail to a farm area).

Save On: Every Social Platform

You don’t need to be everywhere. Pick 1–2 platforms where your clients actually hang out and go all in.

Realtors: Instagram + Facebook.
Small businesses: Instagram + TikTok (if your audience is visual) or LinkedIn (if B2B).

Save On: Over-Complicated Tools

You don’t need 10 different subscriptions. Start with free or low-cost tools and upgrade as you grow.

Free scheduling tools, Canva for graphics, and built-in platform analytics are plenty at the start.

The Bottom Line

Marketing on a budget isn’t about doing less - it’s about doing smarter. Invest where it makes you look professional and gets you found. Save where your dollars don’t deliver.

Need help building a budget-friendly marketing plan that works? JW Brands specializes in helping realtors and small businesses create strategies that grow without breaking the bank. Let’s stretch your dollars and build your brand.

Joli Waldeck