The real estate landscape has shifted dramatically, especially in the wake of the recent NAR decision. As a result, the industry is facing fundamental changes that demand a fresh approach to marketing. Unfortunately, I’m seeing too many realtors continue to waste time and money on strategies that are either already dead or rapidly becoming obsolete.
Adding to the challenge is the flood of misinformation coming from so-called digital marketers. These individuals, often jumping on the latest "get rich quick" trend, are selling outdated advice and ineffective strategies that can do more harm than good. I’ve seen these tactics destroy businesses—from tanking their social media algorithms and email deliverability to causing even more severe damage.
As someone who has been in the digital marketing industry since its inception and has worked with high-profile clients, I’m here to offer my unfiltered advice on how to cut through the noise and navigate the new real estate landscape effectively.
STOP: POSTING JUST TO POST
In today’s fast-paced market, simply posting for the sake of posting is a waste of time. The tasks you do just because you feel obligated—such as mimicking other realtors' posts that get little to no engagement—are not only ineffective but also a massive drain on your valuable time. Instead of blending in with the noise, focus on strategies that genuinely resonate with your audience.
DO: FIND YOUR UNIQUE VOICE
What sets you apart as a realtor? Identify your true value proposition and authenticity, and let that guide your content creation. Teach ChatGPT about who you are, what your business stands for, and the characteristics of your ideal client. Use this foundation to spark creativity and craft content centered around your authentic voice. Staying human and true to yourself will ensure you stand out in a crowded market. (Check out our ChatGPT Playbook For Realtors!)
STOP: OBSESSING OVER VANITY METRICS
Followers and likes don’t pay the bills. The social media landscape has evolved, and the metrics that once mattered are no longer as impactful. Today, the focus should be on valuable content that encourages sharing and saving. Metrics like views, reach, and engagement are far more indicative of your content’s success.
DO: MAKE YOUR INTERACTIONS MATTER
It’s not enough to simply post content—you need to engage meaningfully with your audience. Building relationships, providing genuine value, and delivering content that resonates will help you cultivate a loyal following and foster long-term success.
STOP: CHASING SEO MYTHS
SEO as we once knew it is dead. The term has become a buzzword, often exploited by those claiming to be digital marketing experts but who are really just side hustlers trying to capitalize on the latest trend. Don’t waste your resources on empty promises of getting to page one of search results.
The reality? AI-generated answers are increasingly dominating the top spots in search results, not your business. It’s time to shift your focus.
DO: POSITION YOURSELF AS A LOCAL EXPERT
Instead of chasing outdated SEO tactics, focus on hyper-local optimization and voice search. Use ChatGPT to help you create in-depth, valuable content that addresses the specific needs and problems of your ideal clients. By positioning yourself as the go-to expert in your local market, you’ll build trust and drive more meaningful engagement.
(Check out our Content Collective and Custom Buyer, Seller & Local Guides)
STOP: IGNORING THE POWER OF DATA
Data is one of your most powerful tools, yet it’s often overlooked. Stop flying blind and start using insights from your analytics to better understand your audience. By analyzing data, you can tailor your content, refine your strategy, and make informed decisions that keep you competitive in an ever-evolving market.
DO: INVEST IN VIDEO CONTENT
Video content is no longer optional—it’s essential. Whether you’re showcasing property walkthroughs, providing market updates, or sharing your expertise, video is a powerful tool to connect with your audience and build trust. Investing in high-quality video content will help you stand out and engage your audience in a more dynamic way.
STOP: FOLLOWING MISINFORMED STRATEGIES
Avoid the trap of following advice from people who’ve only recently jumped into digital marketing to make quick cash. This cycle of misinformation is hurting brands, and I’ve seen it time and again. Many of my clients have come to me after being burned by someone promising the world and delivering nothing but strategies that damage their algorithms, deliverability, and brand reputation.
DO: TRUST REPUTABLE, ESTABLISHED EXPERTS
Your brand and livelihood are not something to gamble with. Don’t trust anyone who cannot show you years of proven expertise and a genuine desire to help you succeed—not just their bank account. Rely on professionals who understand the nuances of the real estate industry and are committed to your long-term success.
STOP: FEARING CHANGE & ACCEPTING THE STATUS QUO
Today’s clients expect personalized and efficient communication, and this is becoming impossible without AI. The status quo won’t cut it anymore. AI is moving at a speed far beyond what social media ever did, and by 2025, many will be left behind.
DO: EMBRACE AI & LEARN TO USE IT CORRECTLY
I get it—change isn’t always easy. But I cannot stress this enough: You need to embrace AI and find a place for it in your real estate business. However, it’s crucial to learn from a professional. Just as with self-proclaimed "digital marketers," there are many people trying to make a quick buck off of AI, selling ineffective prompts they just had ChatGPT generate. An effective prompt can change your business, but it needs to be engineered
by someone who truly understands your business and goals.
The best part about AI? It’s easy. ChatGPT is as simple as texting a friend. It can be your personal assistant, your marketing expert, your social media manager... even your meal planner! (Check out our ChatGPT Playbook For Realtors!)
STOP: RELYING SOLELY ON ORGANIC REACH
Relying solely on organic reach is a mistake in today’s digital landscape. With declining visibility on social platforms, a balanced strategy that includes paid advertising is essential for sustained growth. Organic reach alone is not enough to maintain or grow your audience.
DO: UTILIZE PAID ADVERTISING STRATEGICALLY
Paid advertising, when used strategically, can be a game changer. It allows you to target your ideal audience, measure your results, and refine your campaigns for maximum ROI. Done right, paid ads can significantly boost your visibility and drive conversions, helping you achieve your business goals more efficiently.
DO: EMBRACE CONTINUOUS LEARNING
The digital world is constantly evolving, and what works today might not work tomorrow. To stay competitive, you must commit to continuous learning. Adapt to new tools, trends, and strategies. The more you learn and adapt, the better positioned you’ll be to succeed in a rapidly changing environment.
The real estate market is in a state of flux, and the strategies that once worked may no longer be effective. To thrive in this new landscape, it’s essential to cut through the noise and focus on what truly works. By avoiding outdated tactics and embracing innovative strategies—such as leveraging AI, investing in video content, and utilizing data-driven decisions—you can position yourself as a leader in your local market.
Remember, change isn’t always easy, but it’s necessary. The time to adapt is now.
My team has spent the last year doing the hard work—testing, making mistakes, trying new tools, becoming prompt engineers, and building solid strategies for realtors to leverage AI and truly stand out in this oversaturated market.
We’re here to help you navigate this new landscape and ensure you stay ahead of the competition. Click below to check out the products and services we have for realtors!
FAQ: MARKETING TIPS FOR REALTORS
Q: Why is it important to stop posting just to post on social media?
A: Posting content without a clear strategy is a common mistake among realtors. It dilutes your brand message and wastes valuable time. Instead, focus on creating high-quality content that resonates with your target audience, showcases your unique value proposition, and drives meaningful engagement.
Q: What are vanity metrics, and why should I stop obsessing over them?
A: Vanity metrics, such as likes and followers, can be misleading. While they may boost your ego, they don't necessarily translate into business success. Prioritize metrics like engagement, reach, and conversions that directly impact your real estate business’s bottom line.
Q: How has SEO changed, and why is it considered dead in its traditional form?
A: Traditional SEO practices, like keyword stuffing and backlink spamming, are no longer effective. The rise of AI-generated content has reshaped search engine results. Realtors should focus on hyper-local SEO and providing valuable, in-depth content that addresses specific client needs.
Q: What is hyper-local optimization, and how can it benefit my real estate business?
A: Hyper-local optimization involves targeting potential clients within a specific geographic area with relevant content. It helps position you as a local expert, making you the go-to realtor for people in your community. This approach enhances your visibility in local searches and builds trust among local clients.
Q: Why is data-driven decision-making essential in real estate marketing?
A: Data provides valuable insights into your audience’s behavior, preferences, and pain points. By analyzing data from your marketing efforts, you can refine your strategies, tailor your content, and make informed decisions that enhance your competitive edge.
Q: Why should I invest in video content as a realtor?
A: Video content is a powerful tool for realtors. It allows you to showcase properties, provide market updates, and share your expertise in a more engaging way. Videos help build trust, boost your online presence, and drive higher engagement rates compared to text-based content.
Q: What are the risks of following misinformed strategies in real estate marketing?
A: Following misinformed strategies can harm your brand, reduce your visibility, and damage your relationship with potential clients. It’s crucial to rely on proven, reputable experts who understand the nuances of the real estate market and can provide strategies that yield results.
Q: How can I effectively use paid advertising in my real estate marketing?
A: Paid advertising allows you to target your ideal audience with precision. By strategically investing in paid ads, you can increase your visibility, drive qualified leads, and achieve a higher return on investment. It’s important to continually measure and optimize your campaigns to maximize their effectiveness.
Q: What role does AI play in modern real estate marketing?
A: AI is transforming real estate marketing by automating tasks, analyzing data, and personalizing client interactions. Tools like ChatGPT can assist with content creation, client communication, and market analysis, allowing you to focus on building relationships and closing deals.
Q: How can continuous learning help me stay competitive in the real estate industry?
A: The digital landscape is constantly evolving, and staying competitive requires ongoing education. By keeping up with the latest tools, trends, and strategies, you can adapt to changes in the market, improve your marketing efforts, and continue to grow your business.
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