The real estate market is constantly evolving and changing. Although some factors may remain consistent, trends in how to market listings, sell yourself, and get the right buyers through the door, are not. What worked for agents two years ago may not work as well anymore. Agents that want to stay ahead need to understand what strategies are thriving and which ones are falling behind. Understanding and utilizing these trends could be the difference between making a sale and falling flat. Here’s a breakdown of what’s working for agents and what isn’t. 

What’s Working

The tactics and strategies that are driving results:

• Video First Content and Immersive Visuals

• Short-form video content is extremely effective in engaging your audience. Utilizing video (such as TikToks and Instagram Reels) to create property walkthroughs, behind-the-scenes staging, neighborhood tours, and client testimonials is key when driving engagement to your listings. 
• Three-Dimensional Virtual Tours and Interactive Floor Plans allow buyers from out of the area to get a sense of the property without physically being there in person.

•  Authenticity and Community Focused Branding

• Instead of solely posting polished listings, share content about the community, local events, and lifestyle-related aspects to establish trust.
• Hyperlocal content about specific neighborhoods (such as writing blog posts, creating social media content, and sharing videos) with information about the schools, amenities, and overall lifestyle, creates an image for clients of what it would be like to own a home there. 

• Lead Generation Tools & CRMs 

• The biggest advantage an agent can have over the competition is using a lead generation tool. This helps find and engage potential customers. 
• A CRM, or customer relationship management software, helps manage the customer’s housebuying journey, from initial contact to ongoing customer service and retention. A strong CRM, such as HouseJet’s, will manage clients and leads, capture new business, nurture client-agent relationships, automate marketing, and streamline operations.

You can learn more about HouseJet’s Lead Generation Software and CRM here: https://housejet.com/ 

What’s Not Working

The tactics and strategies to avoid:

• Generic Mass-Marketing and One-Size-Fits-All Content

• Broad mailers, postcards, and generic email blasts are not as effective as materials with a tailored message. 
• Generic “Just Listed” and “Just Sold” social media posts don’t speak to your audience. They may drive visibility, but telling a story will drive engagement. 

• Setting Unrealistic Pricing Strategies

• Sellers may expect high offers, although inventory is rising and buyer caution is increasing. Overpricing a home can lead to houses sitting on the market for longer, which causes price reductions and hurts your credibility. Additionally, failing to communicate realities in the marketplace, such as interest rates, buyer hesitancy, and longer periods on the market, creates a disconnect, disappointment, and hurts trust with a client. 

• Relying Solely on Traditional Lead Sources

• Knocking on doors, cold-calling, and using flyers without digital support are much less effective. Having a solid presence online builds your brand and your reputation, making you look more trustworthy and credible to clients. 

Key Takeaway

In order to stay ahead of their competitors, agents should always focus on quality over quantity, developing their personal brand and authenticity before jumping into selling houses. Building your niche and focusing on your area of expertise will differentiate you from your competitors. Lastly, set expectations clearly with your clients; transparency about pricing, timeline, condition, and what kind of offers are realistic will earn you trust.