Are you still relying on outdated marketing tactics like manual follow-ups, cold-calling, sending postcards, or paying for billboards?
It’s time to modernize your marketing so you can create relationships with ideal clients at scale.
Today, I’m diving into four key trends that are shaping the industry so you can stay ahead of the curve.
Marketing is perhaps the most important aspect of building a successful real estate business. While things like systems, operations, and hiring are crucial too – none of them matter if you don’t know how to generate business.
So let’s consider four things you should take into consideration when crafting your marketing plan for 2024!
Google Search Is Down
You know how they say the only constant in life is change?
The same thing goes for marketing!
For years, Google was the go-to place to search for answers and solutions online. But this year, things have started to shift.
As more and more video platforms come onto the scene, the percentage of people searching on Google is starting to drop.
Nowadays, more than ever, people are turning to platforms like YouTube and TikTok for answers.
(The percentage of people searching via video in younger generations like Gen Z is even higher).
People are searching for information and consuming content much differently in 2024.
So, how can you take advantage of this trend?
Make sure you’re incorporating some form of video marketing into your strategy – whether that’s YouTube, TikTok, or even Facebook or Instagram reels.
And remember that SEO isn’t just for Google. Make sure you’re incorporating the proper keywords into your content on all platforms so people can find you more easily – wherever they’re consuming content!
➡️ READ MORE: Video Marketing For Real Estate
Narrowed Down Niches Are Winning
In 2024, we’re continuing to move away from broad, generic strategies and towards more targeted, niche-focused approaches.
While many agents might be tempted to go broad out of perceived scarcity, the people who are winning are the ones who are doing the opposite.
This is about going deep rather than wide.
It’s about resisting the urge to give into the “I’ll take what I can get” mentality.
When you think you need to work with any client that comes your way, you don’t market with specificity.
You’re trying to speak to everyone, and so you’re speaking to no one.
Instead, you want to pick one specific demographic you truly resonate with and can serve at a higher level.
When you speak to that person and the transition they’re going through, you will rise above the noise of all the general realtors who are shouting the same things.
Need inspiration for picking a real estate niche?
➡️ Read this post on 10 different profitable real estate niches.
Vanity Metrics Are Becoming Irrelevant
The era of the real estate influencer is over.
The number of followers you have doesn’t matter.
It’s about how many of the RIGHT followers you have – and how well you can convert them.
I’m going to be honest
Many agents are out there building massive audiences on platforms like TikTok and Instagram.
But the number of deals they’re actually doing is far less than you’d expect.
It’s key to remember:
Getting invited to fancy parties and being sent free products doesn’t pay the bills as an agent.
Getting listings does.
So instead of trying to go viral and get millions of followers, focus on attracting the people who truly need your services.
While influencer marketing revolves around growing abig audience to secure brand deals, entrepreneurs function differently.
Entrepreneurs value conversion over mere impressions.
Personal Brands Are Profiting
Remember the days when supermodels like Cindy Crawford were all the rage?
Then came the Jennifer Aniston era, where Hollywood stars were it, and models kind of took a backseat.
But now, we’re seeing something even crazier…
Influencers are the new celebrities. They’re the ones on billboards and repping brands left, right, and center. This whole shift shows how vital personal brands are.
While your goal isn’t to go viral like influencers, you are aiming to build the same level of trust and connection with your audience, much like an influencer does.
And that’s why personal branding is one of the more important skills you can master right now.
Because let’s face it, people aren’t just buying products – they’re buying into people.
Even if you’re building a real estate team, you need a face for your brand.
Take Dave Nichols, for example. He was the President of Loblaws in Canada back in the day. Everyone knew him as the face of President’s Choice (PC for short!).
But then Loblaws dropped the face behind the brand and went all corporate, and guess what? People started losing trust in the brand.
They decided to bring Galen back in. Even though he wasn’t your typical charismatic figure, he brought back that personal touch and was able to rebuild people’s trust in the brand.
If you want to remain relevant in 2024, it’s time to embrace these changes.
From the decline of Google searches to the rise of video platforms and niche markets, it’s clear that the old playbook is no longer enough. The era of vanity metrics and broad, impersonal strategies is giving way to a new era of targeted, personal, and deeply engaging marketing tactics.
Remember, it’s not about having a huge following anymore, but about connecting with the right people in a meaningful way. Your focus should be on building a personal brand that resonates with your ideal clients.
The key takeaway? Adapt, personalize, and connect.
Deepen your knowledge of your niche market, leverage video to establish your authority, and remember — in real estate, your most valuable asset isn’t just the properties you’re selling, but the personal connections and trust you’re building.
Want to join a powerful, free real estate community so that you’re always on top of what’s hot in real estate marketing?
The Listings Lab Community on Facebook is THE place to be. Network and connect with other agents, receive exclusive high-level marketing trainings, and be the first to know about our in-person events and offerings.
