Jess Lenouvel

I’ve said it once and I’ll say it again: one of the most under-leveraged yet high-potential content types for real estate agents is the good ol’ market update post.

When done right, these kinds of posts can skyrocket your credibility as the go-to expert in your niche. They can establish your authority and position you as the only logical choice for your ideal clients. 

The problem? Most agents are getting these posts so, so wrong. And in doing so, they’re not just wasting precious time. They’re actively blending into the background noise and becoming instantly forgettable to the very people they’re trying to connect with.

Which is why in this post, I want to share three proven shifts to transform your market reports from generic to game-changing.

Shift #1: Swap Charts and Infographics for Video

Let’s kick things off with some tough love: no one cares about your boring charts and stale infographics anymore. We’ve seen hundreds of variations on the same template, and clients are over it.

The second they see those tired pie charts in their feed, their eyes glaze over and they keep on scrolling. 

Harsh but true!

But you know what does stop the scroll? What catches people’s attention in a split second, and makes them actually sit up and take notice?

Video.

It’s far more personal and approachable. When done right, it builds know, like, and trust faster than any fancy chart or graph.

It brands you as the real deal. An expert who isn’t hiding behind stock photos and cookie-cutter posts. Someone willing to hit record and interpret what all these market changes actually mean for buyers and sellers right now.

So press record on those market updates! Infuse them with your personality. Share what no one else is saying about what direction your market is heading in.

You’ll stand out from the crowd.

Shift #2: Analyze, Don’t Just Regurgitate

Now, just hopping on camera and reading stats off a page isn’t going to work wonders either. Too many agents grab last month’s market report straight from their brokerage without an ounce of original commentary.

If you want these updates to convert qualified leads, you’ve got to go deeper. Peel back the surface stats and uncover what they really mean for your niche.

Get granular. If condo prices have seen a slight dip of 10% over the past year, and your target market is urban professionals looking to buy their first condo, this statistic might be particularly relevant for them.

See what I mean? The power is in the specifics. Figure out what one or two stats actually impact your ideal clients then dive deep into those in your market update posts.

Ignore the noise and focus only on what will hit home for the audience you want to serve.

Shift #3: Ditch The Templates And Make it Personal

Here’s another huge error far too many agents make: letting their market update posts look generic by posting overused templates – whether they got them off Canva or bought them off a site like Creative Market or some other marketplace. 

Real estate social media post templates are not the answer. Whether you’re searching for market update social media templates or a “just listed, just sold” template, these cookie-cutter graphics fail to build real connection with your ideal clients. 

Market updates should not be about quickly picking out a template, plugging in some data, slapping your logo up there, and calling it a day. 

Templates aren’t personal. All they do is cause you to blend in with every other single agent.

A lot of agents post and download these templates because they think of social media as something you “just need to post on”. They know they need to be on there, they need to be consistent, but they have zero strategy.

They think of social media as a box to be ticked off, and then they wonder why they’re getting no ROI.

Your social media isn’t just a place to post pretty Canva quotes and generic infographics. It’s your sales funnel. It’s how you help someone go from stranger to client. 

That happens through intimate, targeted content that resonates. Not through cold, distant posts that scream “mass-produced.”

So toss away the templates. Get personal. Use your social media to form real connections, and watch as your following becomes a magnet for your ideal clients.

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At the end of the day, your social media presence can’t be treated as an afterthought or obligation. It must be nurtured as the living, breathing engine driving your business growth.

That happens through content that truly resonates on a personal level with your ideal clients. Content that positions you not as just another agent, but as their trusted guide for your ideal client’s most important life transition.

If you feel stuck on how to make that shift from generic to magnetic in your social media marketing, I encourage you to download The Listings Lab Method Guide.

You’ll get my step-by-step blueprint to create a marketing machine that brings in consistent, qualified leads so you can break through the 6-figure ceiling.

➡️ Download The Listings Lab Guide For Free Here 

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.

➡️ Join The Listings Lab Facebook Group HERE 

Many real estate agents take a broad, generalist approach to their target market, trying to be everything to everyone in their geographic area.

But most profitable agents? They choose to niche down and specialize in serving one specific type of client.

This is why today, I’m dishing out some profitable real estate niche ideas.

Niching down allows you to truly understand the unique needs, pain points, and priorities of your ideal client avatar. 

You can then craft tailored messaging and offerings that deeply resonate with that niche. Rather than competing broadly on price or commissions like most agents, you develop natural authority by solving your niche’s particular problems.

Here’s a list of 10 profitable real estate niches, many of which our members in The Listings Lab have had a ton of success with! 

But first, let’s get into the limitations of niching down by ZIP code alone. 

The Problem With Geographic Targeting

Historically, real estate agents have niched down primarily by focusing on certain neighborhoods, price points, or property types in their farm area. For example, positioning yourself as the go-to expert for condos in a particular neighborhood. 

While geographic specialization has its place, even a single neighborhood contains a large mix of buyers and sellers with vastly different needs:

• First-time buyers
  
• Young families upsizing
  
• Empty nesters downsizing
  
• Investors
  
• Relocating couples
  

Creating messaging to appeal to such a diverse group is challenging. When you try to cater to a wide range of clients with different needs and preferences, you end up being forced into a jack-of-all-trades role, rather than a specialized one.

That’s why savvy agents niche down beyond geography alone. They niche down by demographic or by life transition.

Ready to go beyond geo-farming?

Let’s explore some creative real estate niche examples so you can stand out in your market and attract your ideal clients!

Niche Idea #1: Upsizers

“Upsizers” are households looking to upgrade to larger, more expensive properties as their family or income grows. Common upsizer niches include:

• Young families trading up from a starter home.
  
• Dual-income couples without kids who are ready for more space.
  
• Executives leveling up as their career advances.
  

As an upsizer expert, emphasize your deep knowledge of family-sized homes, school districts, commuting patterns, childcare options, and all other key considerations for this demographic. 

Position yourself as their trusted partner for the most important purchase of their life so far.

Niche Idea #2: Downsizers

On the other side of upsizers, “downsizers” are at a life stage where a smaller home makes sense:

• Empty nesters who are ready to lower their housing costs.
  
• Senior couples who would prefer less maintenance.
  
• Single professionals who want a more manageable space.
  

Cater to this niche by spotlighting low-maintenance, single-level properties near hospitals and amenities. Share content on decluttering, home organizing, and preparing to leave a family home full of memories. 

Niche Idea #3: First-Time Home Buyers

Many agents overlook first-time home buyers, thinking of them as small deals that aren’t worth the effort. But this is short-sighted – helping new buyers find their first home earns referrals and repeat business over their entire lifetime.

First-time buyers need to be educated on how to navigate the home-buying process. Position yourself as the caring, patient expert guiding beginners on their journey. Share practical content on saving for down payments, shopping mortgages, and demystifying industry terminology.

Niche Idea #4: Investors

Seasoned real estate investors have specialized needs compared to residential owners-occupiers. To become an investor authority:

• Speak knowledgeably about cap rates, cash flow, appreciation potential, and local market conditions.
  
• Maintain relationships with lenders offering the best investment loan programs.
  
• Partner with contractors who can accurately estimate renovation and rehabilitation costs. (“Rehab costs” refers to the expense of repairing or renovating an investment property).
  
• Consistently list deals suitable for flipping or buying and holding as rental units.
  

You can also specialize in selling larger commercial buildings and apartment complexes to real estate investment companies. Become the agent that commercial brokers call when large investment properties go on the market.

Niche Idea #5: Relocating Professionals

Corporations moving employees to your city create a steady stream of transferee home buyers. Make them your niche by positioning yourself as the VIP real estate concierge catering to their unique needs as relocating professionals.

Become the expert at helping these transferees get set up in a new city. Create content like:

• City & neighborhood tour itineraries orienting new residents
  
• Comparisons of school districts for transferees with families
  
• Reviews of temporary corporate housing options
  
• Relocation timelines and checklists for seamless moves
  

You could also build partnerships with relocation coordinators to be their preferred realtor vendor for their assignees!

Niche Idea #6: LGBTQ Community

The LGBTQ community continues to face housing discrimination. Showcase your commitment to fairness and equality to communicate you understand the LCBTQ’s needs. 

Get training on equitable practices. Promote LGBTQ support services along with your listings. Spotlight queer-owned businesses and  LGBTQ-friendly neighborhoods. Sponsor pride events while spreading awareness of persisting biases against gay and trans buyers and sellers.

By prominently voicing your support as an ally, you’ll build affinity and trust with LGBTQ clients!

Niche Idea #7: Divorcees

Helping clients navigate divorce sales and splitting equity can be complicated. Certify yourself as a Short Sale and Foreclosure Resource (SFR®) professional.

Post about topics like documenting asset details, ordering appraisals for court, splitting sale proceeds fairly, and avoiding capital gains taxes. Build a reputation as the agent guiding clients through housing transitions during some of life’s hardest chapters.

Niche Idea #8: Green Living Enthusiasts

Sustainability is at the forefront of many buyers’ minds. Become a National Association of Realtors® Green Designee and market yourself as a green realtor:

• List solar-powered and EnergyStar-rated listings showcasing energy efficiency.
  
• Create green buyer guides helping consumers spot features like low-VOC paints and FSC-certified wood floors.
  
• Blog about topics like renewable building supplies, native landscaping, and greywater systems for water conservation.
  

Position yourself as the trusted green living real estate advisor in your market to appeal to those pursuing an eco-friendly lifestyle. 

Niche Idea #9: Pet Owners

There’s no question about it, many of us are obsessed with our pets! I mean, the first thing on my mind when I was moving was… how is this going to affect my cats?

Had an agent highlighted that in their marketing, and showcased their solution, I would’ve signed with them on the spot.

Over 70% of U.S. households include pets, so there’s a ton of opportunity in this market segment. Here’s how to get their attention. 

• Profile animal rescues & shelters alongside your listings.
  
• Create neighborhood pet guides noting off-leash areas and veterinary practices.
  
• Know pet policies for condo buildings, landlords, and homeowner associations which often restrict dogs over 25 pounds.
  

Show clients you fully understand the key role of pets to many families during a stressful move. 

Niche Idea #10: Military

If you live near a military base or have served in the military yourself, specializing in working with military families can be a great niche.

Military members and their families have unique needs when it comes to relocating, buying, and selling homes. Helping them navigate the complexities of military moves, fluctuations in transfers and reassignments, qualifying for loans, and finding the right homes can allow you to become the go-to expert.

Position yourself as an advisor who understands the uncertainties military families face. Guide them through the real estate process and simplify things other agents may overlook. Become known for your ability to help military personnel transition smoothly between duty stations.

No matter which niche you pick, just remember that focused expertise wins over broad generalizations. When you claim to help “everyone,” potential clients hear that you help no one
particularly well. 

So choose your niche area of expertise, then consistently showcase how you understand and solve your client’s needs better than any competing agent.

Want more support with choosing a real estate niche?

Check out these posts! 👇🏽

6 Common Mistakes To Avoid When Choosing A Real Estate Niche

4 Fears That Are Holding You Back From Picking A Real Estate Niche

5 Common Pitfalls Agents Make When Choosing Their Ideal Client Avatar

In today’s digital world, marketing your real estate business on social media is no longer optional – it’s the KEY to having a consistent influx of qualified leads and clients. 

But simply having accounts isn’t enough. You need an effective social media marketing strategy if you want to break through the noise and stand out online.

After helping thousands of agents successfully grow their businesses through organic social media and digital marketing, I’ve seen firsthand what works. In a recent podcast, I shared six of my top tips for marketing yourself on social media successfully!

Here are 6 social media marketing tips for real estate that will get you leads and clients.

Use Compelling Case Studies

Case studies—detailed accounts of your past transactions—build trust and social proof. By sharing examples of how you’ve helped clients achieve their real estate goals in the past, you demonstrate your skills, expertise, and ability to deliver results.

Here are some tips for creating effective real estate case studies for social media:

• Strategically choose transactions that you want more of. Look for clients with compelling stories where the transaction went smoothly. There is some value in showing a difficult deal, but don’t make all your case studies complex. Those should be only 1 in 10.
  
• Share key details and data points from the transaction. Be sure to include concrete numbers wherever possible, such as the listing price, the number of offers received, and the final sale price. Make sure you’re analyzing the data you give. Don’t just present the numbers – provide some analysis as well.
  
• Tell the story of your client’s transformation. Tell the story of what prompted your clients to reach out to you. How were you able to help them? What was the end result? If you have something, especially eye-catching, like let’s say a dramatic improvement with a coat of paint and some staging, you can include those visuals as well.
  
• Include a testimonial quote from the clients if possible. This adds credibility. Make sure to use a screenshot if you do.
  
• End your case study with a call-to-action to chat more, to book a consultation or to even offer more info on your signature system if you have one created already. This will convert readers into leads!
  

By positioning yourself as an expert through detailed, data-driven case studies, you’ll attract more of your ideal potential clients.

READ MORE: Elevate Your Real Estate Agent Testimonials With This Winning Case Study Formula

Create Myth-Busting Content

Another powerful type of social media content is myth-busting posts that educate readers and dispel common misconceptions about the real estate industry. This type of perspective-shifting content builds your authority and credibility. 

Some examples of myths you can address:

• You need a 20% down payment to buy a house
  
• You should always list your home for a high price and leave room for negotiations
  
• Real estate agents are just trying to make a quick commission
  

It might be obvious to you that these statements are myths, but potential clients and many consumers still believe them. 

Educating your audience on these myths can help them feel more confident or prepared in moving forward. For example,  A client who thinks they need a 20 percent downpayment might not think that they can buy for another 6 months.

But doing a myth-busting piece of content that addresses that will help dispel that myth and they might reach out and get going sooner!

Here are some tips for creating effective myth-busting posts:

• Use a friendly, approachable tone backed up by facts and data. Avoid being negative.
  
• Share relatable anecdotes and stories to make the content engaging.
  
• Stick to debunking a few common myths per post so you don’t overwhelm readers.
  
• Explain the implications of debunking each myth. For example, note how realizing you don’t need 20% down will help you land your dream home faster!
  

When done right, myth-busting content establishes you as a knowledgeable resource and positions you as the go-to expert. 

Share Authentic Lifestyle Content

Lifestyle content gives your followers a peek into your life outside of real estate. This could include photos and videos from your hobbies, travels, family activities, etc.

Sharing lifestyle content helps potential clients connect with you on a more personal level. By showcasing your genuine experiences and interests, you’re able to show them that you’re not just an agent – you’re a fellow human being. 

Here are some pro tips for sharing lifestyle content:

• Remember, authenticity is key. Share your real passions, not a manufactured persona.
  
• Photos and videos resonate more than text updates. Capture moments from your hobbies, adventures, and time with family.
  
• Stop worrying about being “professional”. You don’t have to make it seem like you wear a suit every day and drive a black sports car for your clients to want to work with you!
  

When potential clients get a glimpse of the real you outside of real estate, you become more relatable, likable, and approachable.

Strategically Use Local Hashtags

When you use local hashtags, you can help your posts appear in search results for people looking for real estate in your specific area.

This helps you reach the right audience. When you use generalized hashtags like #RealEstate or #HomesForSale, you’ll likely get a lot of engagement from people who aren’t in your area or who aren’t interested in buying/selling a home right now. 

But when you use local hashtags like #TampaRealEstate or #CalgaryRealtor – you’ll attract people who are specifically looking for real estate in your area.

Here are some pro tips for using local hashtags: 

• Use local hashtags consistently over time to establish yourself as a neighborhood expert.
  
• Network with other local businesses using the same local hashtags – this can lead to referrals.
  
• Also, be sure to mix popular hashtags like #HomesForSale with more niche local ones. Popular hashtags may get more overall eyes on them, but niched local hashtags target those more likely to convert to clients.
  

In short, local hashtags help you reach potential clients looking for real estate in your area.

Create Value-Added Market Reports

One of the most ineffective content that I see on social media is market reports. That’s because most agents just slap up a graphic with some statistics – they don’t interpret what that data means for their audience. But market reports can be incredible for building authority if you do them right.

To create something of value, you need to interpret what the data means for your specific audience.

Follow these tips when compiling market reports:

• Define a specific audience and goal for the report. This will dictate the right local area and metrics to focus on.
  
• Collect hyperlocal data on trends, behaviors, and analysis. Your local real estate board is a good source.
  
• Objectively analyze the data to spot patterns and trends. Avoid assumptions. Let the data speak for itself.
  
• Explain what the data means for your audience. Use lines like “Here’s what this means for you.”
  
• Deliver reports in videos to walk through the data instead of just graphics.
  

By making your market reports audience-focused, you stand out from the rest and provide real value to potential clients.

Use Storytelling to Make Emotional Connections

There’s a reason the typical “just listed, just sold” posts don’t work on social media.

They aren’t valuable and don’t do anything to entice potential clients. People want to know more than just the property details and the price tag!

They want to connect emotionally with the property and understand how it can fit into their lives.

That’s where storytelling comes in. Stories are 22 times more memorable than facts, so make sure you’re leveraging this content type!

Here are some tips for storytelling-focused listing posts:

• Understand who your ideal buyer is for each property. Describe your listings in a way that would appeal to their desires.
  
• Craft a compelling backstory. Share what past owners loved about the property.
  
• Sell the lifestyle. If it’s a luxury high-rise, describe the amenities and convenience for city professionals. If it’s a family home, sell them on the proximity to schools and community centers, and highlight the big backyard.
  
• Storytelling is memorable and helps listings resonate emotionally. Always opt for a narrative that will capture their heart over sterile stats and figures.
  

So there you have it—six tips to transform your social media marketing as a real estate agent.

Ready to turn social media into your #1 lead generator?

Discover The Listings Lab Method to fill your calendar with appointments

…without wasting time at open houses, cold calling, or working even more hours than you are right now.

➡️ Get your FREE guide to learn how to scale your real estate business using organic and digital marketing HERE.