Growing a real estate business requires hard work—and, of course, money for resources. If you’re not careful, business expenses can get out of hand. Do you make a habit of tracking your spending? “You should know where your money is going and whether it’s working,” Mellissa Cruz, an agent with eXp Realty, Dallas, says. “If an expense doesn’t give you a clear return on investment, reconsider it.”

With a little planning and creativity, you can make your budget go further. Texas REALTOR® magazine asked members to share their dollar-stretching strategies that keep their real estate businesses thriving.

Leverage Available Marketing Tools

Building a strong brand involves finding ways to stand out from the competition and showcase your value. While paid advertising is one way to promote your services, the cost may not be sustainable. Before spending money on ads, Angela White, an agent with Fathom Realty, McKinney, increased the visibility of her listings with Facebook Marketplace, TikTok, and Instagram. She also started with free and low-cost website options that were provided through her brokerage. “Over time, I invested more, but in the beginning, ‘good enough’ was more than enough to get noticed online.”

To create professional-looking marketing content, White leans on design platforms like Canva for graphics and CapCut for video editing. She even enlists her friend, an aspiring photographer, for free photography.

Find the Deals

For Myssie Cardenas-Barajas, an agent with Marcus Phipps Real Estate, Harlingen, obtaining marketing supplies often means thinking way outside the box. For instance, during local elections, she follows the candidates in her area. “Since the sign restrictions mandate that political signs be picked up within a certain number of days, I offer to pick up the signs for those who lost.” She has been able to get hundreds of 4×8 plywood sign frames and thousands of wire yard signs every year at no cost to use for open house directional signs. “They are great for rural farms and ranches that span the course of a few blocks. It’s nice to have repetitive signage along the frontage for exposure.” She also shares the signs with new agents and colleagues to have as backup in case theirs blow away or get stolen.

Cardenas-Barajas has also reached out to home warranty and title companies for marketing materials to repurpose, like informative evergreen die-cut door hangers with slits that fit her business card.

David Tanner, an agent with Fathom Realty, McKinney, takes advantage of rebrandable marketing content from his broker, MLS, and local, state, and national REALTOR® associations. “The association provides us with a plethora of information to share with clients.” He creates open house packets that include information regarding the subject property, local market activity, and information sheets.

Although not everything can be found for free, there are plenty of deals to be had. For example, the ODP Business Solutions program, a benefits partner of Texas REALTORS®, offers savings on in-store and online purchases at Office Depot. Tanner uses the discount for most of his printing supplies, card holders, flyer holders, snacks, and items for open houses or meeting potential clients.

Reach Out Organically

It’s important to continually attract new clients; however, that doesn’t mean you need to rely on buying leads. Cruz learned the hard way that buying leads rarely beats building relationships. “Referrals, local partnerships, and consistent content creation, while time-consuming, are a necessity,” she says.

“When you pay for leads, you don’t know the quality, and there’s no guarantee they will close,” says Haley Sutter, an agent with Horton Neely, REALTORS®, Amarillo. She suggests using services that charge a referral fee upon closing instead of paying up front.

To expand your circle, consider joining clubs or groups that align with your interests. “As a volunteer Cub Scout leader, I discovered that some of the best networking happens around campfires and community service projects,” says Kenneth Zarella, Broker at Revilo Real Estate, Houston. Leading a den allowed him to connect with dozens of families in his community, many of whom he might never have met through traditional business channels. “I built trust by consistently showing up, helping organize events, and supporting the kids,” Zarella says. Over time, parents began asking what he does professionally. One connection turned into a partnership with a custom homebuilder.

Carol Smiley Pope, Broker at Niche Real Estate, Waco, recommends hosting a happy hour at a local coffee shop. “This not only supports a nearby business but also increases your chances of connecting with their clientele,” she says.

Similarly, Diana Reed, an agent at The Schrader Group, eXp, San Antonio, suggests partnering with local businesses or cross-promoting with lenders, stagers, and inspectors.

Ask Yourself: Do I Need That?

Saving money comes down to making smart choices. Combat impulse spending by waiting a day before purchasing items you don’t need right away. Reed evaluates whether a major purchase is nice or necessary, and then does research to see if that resource can be found for free or at a lower cost.

“Don’t drive a fancy sports car that sucks up all your commissions,” says Cardenas-Barajas. “Take those car payments and invest it in property instead.”

Where Else Can You Cut Costs?

Raymond Bailey, an agent with The Cao Realty Group, North Richland Hills, emphasizes the importance of protesting your property tax. Since lowering your appraised value directly reduces your annual tax bill, the savings compound year after year. “As REALTORS®, we should treat this as a critical part of financial health for ourselves and our clients,” he says. “‘Don’t just clip coupons; clip your tax bill. It’s the smartest money move most people never make.”

Do you offer staging services? Consider maintaining an in-house staging inventory. For Pope, it is an investment that paid for itself within two years.

Don’t Forget Your Taxes!

While you need to watch your spending, you should also be putting money aside for taxes. “If you don’t have a good CPA helping you minimize your tax liability and set everything up correctly, get one today,” says Sutter. She sets aside 20% of every paycheck for taxes, keeping it in a high-yield savings account throughout the year to earn interest. Additionally, she allocates another 20% to a savings account and 10% for fun. “Last year, I used the fun fund to buy a new car in cash. Everything else goes into my business for marketing and advertising.”

And of course, research and work with a tax professional on what you can deduct. “Track every expense for marketing, mileage, subscriptions, and anything else that is tax-deductible,” says Reed.