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Are you stuck creating your marketing strategy for 2023? We’ve come to help!
Marketing trends shape businesses’ communication with their customers. They are created based on customers behavior and the ever changing relationship between consumers’ needs and product and service suppliers.
2023 Marketing Trends for Real Estate Agents
- short videos
- intent-based SEO
- long-lasting relationships with influencers and ambassadors
- excellent customer experience
- social responsibility
We live in the era of fast change – today’s marketing hit is tomorrow’s big miss. As you might be preparing your strategy and plan for the upcoming year, we have created a list of marketing trends which are here to stay and those which won’t be missed. Read on to discover the emerging trends and marketing activities appreciate in 2023. To get a more detailed insight on planning your marketing activities, jump to our article on how to create a real estate marketing plan.
Current marketing trends
Videos
Videos have been the thing in 2022. With the rising popularity of TikTok and Instagram Reels, they dominated users’ feeds and have been favored by Meta’s algorithm. By the second half of the year, almost every big brand adhered to the new rules of social media communication and embraced video marketing. If you have just bought your first tripod to add reels to your real estate marketing activities or were planning to start your TikTok profile, don’t worry. This trend will continue in 2023!
Social media
Social media were made to connect and build relationships. Over the years, they significantly changed the way global brands communicate with customers. What matters now is nourishing personal relationships with clients and reaching wider audiences through targeted ads.
Social media continue to power sales and remain the main trigger for purchase decisions for Millennials and Gen Zers, however, businesses will have to provide its followers with added value rather than product or service presentation with a persuasive description aimed at increasing sales.
Influencer marketing
Whoever worked with the well chosen influencers will admit that they can do miracles for your business. Their follower base is usually huge and characterized with loyalty towards the person they decide to follow. Influencers build trust over the years and when they finally get it, their followers are happy to look for inspiration and recommendations on their profiles.
Although influencer marketing isn’t going anywhere, this trend has been leaning towards long and established cooperations with them rather than ad-hoc sponsored posts.
Predictions for Real Estate Marketing Trends in 2023
Short videos
Short videos that started on TikTok and now are present on Instagram, Facebook and YouTube will continue to power social media communication also in the real estate industry. As a user-friendly and engaging method of communication that can bring both educational and entertainment value, videos will likely dominate multiple channels. Real estate professionals can use this trend to create informative materials for prospective buyers, create short virtual tours, share news about the local housing market or announce real estate events such as open houses.
Types of short videos you can use in your digital marketing strategy:
- virtual tours
- quick tips for home sellers
- quick tips for home buyers
- real estate market updates
- tips for new agents
Long-term cooperation
Although influencer marketing has been popular for a while, the rules of the game are significantly changing. Sponsored posts flooded Facebook and Instagram feeds, undermining viewers’ trust in the influencers’ honesty about their recommendations.
With the introduction of the “sponsored post” tags on common social media sites, it won’t be enough to have spontaneous cooperation with influencers once in a while. Rather than that, businesses should focus on building long lasting relationships with endorsers and gain trust gradually. It will be important to make chosen influencers (or just internet personas who have a wide audience in your target area) perceived as ambassadors of your brand.
Customer Experience
With the ever-rising competition on the market and the increasing value of your client’s precious time, customer experience matters more than ever before. In the do-it-for-me era, food and product delivery and omnipresent softwares and apps that people use to save their time and organize their lives better, people won’t put up with ineffective communication, unproductive emails and poor experiences with real estate agents.
Businesses go to any length to satisfy their customers expectations of their personal needs and preferences being met. 2023 is definitely the year to take your customers’ experience to the next level.
If you don’t know how to do it, use one of our ideas too icrease customer satisfactioin by real estate agents:
Personalized approach
Personalized conversations and updates are important for customers as they help to create meaningful and lasting relationships. By providing personalized messages, companies show their appreciation for customers, which leads to increased customer loyalty. Personalized messages also provide customers with the opportunity to feel heard and respected, allowing them to become more engaged in the conversation.
Create a customer journey map
A customer journey map is a visual representation of the experiences and interactions that customers have with a real estate agent. It outlines how customers move through the different stages of their relationship with you, from initial contact to post-purchase follow-up. A customer journey map will help you identify potential opportunities for improvement in their customer experience, as well as anticipate and address any issues before they become problems. By creating a comprehensive view of the entire customer lifecycle, it can help you optimize processes and maximize satisfaction among existing and potential customers. Creating a successful customer journey map requires understanding your target audience, gathering data about current user behavior, mapping out key touchpoints, and testing prototypes to ensure accuracy.
Thank you cards and a customer appreciation gift
Thank you cards and customer appreciation gifts are essential components of a personalized business marketing strategy. A thoughtful, personalized thank you card or gift will show your clients that you are not only grateful for their business but also willing to go the extra mile to thank them for their continued loyalty.
Collect feedback
Collecting feedback from customers is an invaluable tool for any business. Whether it’s through surveys, online reviews or other methods of customer interaction, businesses can gain valuable insight into how their products and services are being received. This feedback can then be used to make improvements that will help a real estate agent grow and stay competitive in their respective industry. By understanding what customers like and don’t like about a product or service, businesses can tailor their offerings to better meet customer needs. Collecting feedback from customers not only helps the business improve its own performance but also provides invaluable information on consumer trends which can be used as a guide for future innovations.
If you’re looking for more marketing ideas that will enhance your customer’s experience and guarantee more visibility, go to our 107 out-of-box marketing ideas article.
Social responsibility
Social responsibility is an increasingly important concept in the world of marketing, especially for businesses. Companies have a responsibility to ensure their practices are socially conscious and reflect their values. And yes, it applies to real estate sector, too!
One of the biggest challenges facing businesses today is figuring out how to incorporate social responsibility into marketing strategies without damaging their bottom line. Research has shown that many consumers are more likely to engage with companies that demonstrate a commitment to making positive changes in society. Companies can also build brand equity by taking steps to reduce their environmental impact and supporting programs that improve living conditions in the communities they serve. However, businesses must be careful not to alien customers or come across as self-serving by focusing too much on social responsibility efforts.
What real estate marketing trends will be outdated in 2023?
Distributing lots of printed materials
Customers will continue to appreciate businesses’ eco awareness and environmental responsibility. According to Deloitte, sustainability is rated as an important purchasing criterion for at least 65% of consumers. The trend is on the rise with older Gen Zers – the most eco-aware generation, entering the housing market.
Reduce printed materials to minimum and make them good quality. Poor real estate fliers, cheap brochures and mediocre business cards become litter seconds after they are received. To avoid this fate, choose one or two types of printed materials instead of five and put more effort into their design and information to ensure the materials’ longevity.
Sales-driven content only
Creating social media content solely focused on selling services and communicating real estate listings is not beneficial. It can lead to a lack of engagement, and neglects the importance of developing relationships with customers through meaningful interactions.
Creating social media content is an important part of connecting with customers and building relationships with them. There are several ways that businesses can do this effectively, without focusing solely on selling products. For example, creating engaging, interesting content can help to create a meaningful connection with customers. This includes sharing relevant information that is valuable to your target audience, such as industry news, blog posts, or tips for home hunters. Additionally, it is important to respond to customer feedback and engage in conversations with followers. This can help to build trust and show customers that you care about their opinions and experiences with your business.
Traditional newsletter with no (or very little) segmentation
Although marketing automation is one of the most promising tools, avoid sending out emails to your leads and prospects that they will find irrelevant to what they are looking for. Proper segmentation will help you get your messages through to the right people and decrease chances of annoyed subscribers signing off your newsletter. Provide prospects with listing presentations that are within their reach financially and fit the needs they’ve expressed instead of high end residential properties. Send out commercial properties listings business owners only. Don’t forget to reach out to your past clients on a regular basis and offer them a current evaluation of their homes (maybe they would like to sell but are hesitant to?).
If you want to generate more leeds in 2023 and attract home buyers and sellers, see our 5 lead generation tactics for 2023.
Cold calling
One of the main challenges with cold calling is that it does not build raport or trust with potential real estate customers, which is essential for nurturing meaningful relationships. Without this foundation, you run the risk of alienating potential clients who are turned off by your methods or simply unwilling to take the time to listen to what you have to offer. Additionally, a one-size-fits-all approach will not take into account the preferences or interests of each individual target market, making this type of marketing far less effective than it could be.
We are not telling you to discontinue calling your prospective buyers – rather than that, try making your calls as personalized as possible.
Fortunately, there are several alternatives to cold calling that can help real estate agents build stronger relationships with their clients. For example, social media and email marketing are two powerful channels that allow you to connect with your target audience in a more personal and tailored way, without disrupting their day or overwhelming them with unwanted calls.
Buying followers, comments and reviews
Buying followers, comments, likes and reviews for a real estate business is not a good idea (and probably never was). It can be seen as a form of artificial promotion and will likely have little to no impact on the digital marketing strategy of a real estate agent. Instead, it may bring more harm than good, as it could lead to people having an inaccurate impression of the business, or make it seem as though the company is trying to manipulate its audience. It may also violate a number of social media sites’ terms of service, that will cost you reach decrease or even losing your social media page completely.
Stuffing content with keywords
Stuffing your content with many keywords might seem like a good idea to help boost your website’s visibility in search engine rankings, but it can actually be counter productive. Not only does stuffing keywords make the content difficult to read and understand, as readers have to wade through irrelevant words or phrases, but search engines are now wise to this tactic and will penalize websites that use it. Furthermore, focusing too much on keyword optimization can take away from creating quality content that is valuable for readers. Quality content should focus more on delivering useful information rather than trying to fit in as many keywords as possible.
Will house prices drop in 2023
According to Realtor.com, house prices are not going to drop in 2023.
Quite the contrary.
It is forecast that the house and rental prices will continue to climb in 2023 although at a significantly slower pace than in recent years. Even though the higher mortgage rates are logalically worrisome, as first-time buyers simply cannot afford to purchase a property, home sellers are not willing to lower their asking price just now because there is still demand for homes.
In a nutshell, 2023 is going to be neither the seller’s nor the buyer’s market.
Choosing a career in real estate seems to be still a great idea. If you want to pursue your licence in 2023 on have just entered the real estate industry, read our Beginner’s Guide to Being an Agent or our Marketing Academy guide on how to become a broker.
