According to luxury consultant Chris Pollinger, adaptation and evolution are key to creating marketing that works both now and for the long haul.
March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Most real estate teams are operating on outdated marketing playbooks, relying on generic listings, stale Facebook ads and one-size-fits-all outreach. Then they wonder why leads are drying up and conversions are tougher than ever.
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The reality? The landscape has shifted. Buyer and seller behaviors have evolved. Technology has redefined engagement. Attention is harder to earn — and even harder to keep. If your marketing strategy hasn’t adapted, you’re not just falling behind; you’re becoming invisible.
But here’s where the opportunity lies: Most of your competition isn’t keeping up either. While they cling to what’s familiar, the teams willing to embrace advanced strategies are positioning themselves miles ahead. They’re not just staying relevant; they’re owning the market.
If you want to lead instead of lag, it’s time to level up. Let’s break down the tactics that will separate you from the pack.
Stop doing what’s comfortable — it’s killing your growth
Most real estate teams have the same bad habit: Sticking to what feels safe instead of what actually works. They’re still relying on word-of-mouth, outdated drip campaigns, and basic social media posts that no one engages with.
Want to know why agents struggle? Because they’re marketing like it’s 2010.
Meanwhile, the game has changed. Today’s buyers and sellers expect instant responses, hyperpersonalized content and seamless digital experiences. If you’re not giving them that, someone else will.
4 ways to next-level your marketing
Here’s what’s separating the top real estate marketers from the ones who will be out of business in five years:
- Personalization at scale: People don’t just want content; they want content that speaks directly to them.
- Content clusters that build authority: Google and social platforms reward depth, not random one-off posts.
- Conversational marketing that meets clients where they are: Nobody has time for slow responses anymore.
- Virtual events that position you as the go-to expert: If you’re not educating, you’re losing.
Adopt these, and you’ll leave your competition in the dust.
1. Personalization: The bare minimum if you want to stay relevant
Most real estate teams are still blasting generic emails and wondering why their open rates suck. People don’t want to feel like just another lead in your CRM — they want an experience that feels tailored to them.
In fact, 80 percent of consumers are more likely to do business with a brand that personalizes their interactions. Translation: If your marketing feels generic, you’re losing deals before you even realize it.
How to actually do personalization right:
- Dynamic content: Your website shouldn’t show the same thing to every visitor. Platforms like HubSpot let you display different messaging depending on a lead’s behavior, location or interests.
- Hyper-targeted ads: AI-powered platforms like AdEspresso or Cinc can help you serve laser-focused ads to exactly the right people at the right time.
- Personalized email sequences: Stop sending the same dull “Just Listed” emails to everyone. Segment your lists and craft content that speaks to their specific needs — investors, first-time buyers, luxury clients, etc.
Bottom line: The more you make people feel seen, the more they’ll trust you. Trust equals deals.
2. Content clusters: How to dominate SEO, and keep leads engaged
If you’re not showing up on Google, you’re invisible. AI search will only amplify this. And no, basic SEO won’t cut it anymore.
The best real estate marketers are using content clusters — a strategy that turns your website into a lead magnet instead of just a digital business card.
How it works:
- Pick a broad topic: Example—“Luxury Homebuying Guide.”
- Create a pillar page: A massive, in-depth guide on luxury homebuying that answers every major question.
- Write cluster articles: Smaller blog posts like “How to Finance a Luxury Home” or “Top Gated Communities in [Your City].”
- Link everything together: All cluster articles link back to the pillar page, boosting your authority and search rankings.
Why does this matter? Because when someone Googles “best luxury neighborhoods in [Your City],” you want your website to be the answer — not some random Zillow page.
3. Conversational marketing: Real-time engagement equals more deals
Remember when real estate marketing was one-sided? You’d send out a flyer or email and just hope someone reached out? Yeah, those days are over.
Today, conversational marketing is the key to turning leads into clients. It’s all about engaging with prospects in real-time, answering their questions instantly, and guiding them toward the next step before they lose interest.
How to make it work:
- Live chat on your website: Buyers and sellers have questions now. Give them answers now. Platforms like Drift or Intercom make this easy.
- Social media messaging: Clients are already DMing businesses on Instagram, Facebook and WhatsApp. If you’re slow to respond, you’re losing them.
- AI chatbots for lead qualification: Not every lead is worth your time. Smart, well-trained, chatbots can pre-qualify prospects before they even get to you.
Think of conversational marketing as the digital equivalent of an agent standing in front of a luxury open house, ready to greet VIPs. It’s about immediacy and connection.
4. Virtual events: The fastest way to establish authority and attract clients
If you’re not running virtual events, you’re missing out on the easiest way to build credibility, generate leads and make money.
Webinars, live Q&As and virtual market updates position you as the expert. When you’re the one educating buyers, sellers and investors, you become the trusted authority in your market.
How to run a killer virtual event:
- Promote early: Don’t wait until the last minute — build buzz with email and social media.
- Make it frictionless: Zoom, LinkedIn Live and YouTube make it easy for attendees to join without hassle.
- Deliver massive value: No fluff. Give insights that your audience can’t get from a quick Google search.
- Repurpose the content: Chop up the event recording into social media clips, blog posts and email content.
Done right, virtual events don’t just attract leads — they convert them into high-value clients.
The bottom line: Adapt or die
Marketing isn’t a one-time thing — it’s a battlefield. If you’re not evolving, you’re losing.
The good news? Most of your competition is still clinging to outdated tactics. That means if you’re willing to embrace personalization, content clusters, conversational marketing and virtual events, you’ll blow past them.
Here’s what you need to do right now:
- Audit your current marketing — Where are you still doing things the old way?
- Pick one advanced strategy to implement this month — Start small, but start.
- Measure what works and double down — Marketing isn’t set-it-and-forget-it. Test, tweak and dominate.
The industry is changing whether you like it or not. The question is: Are you adapting fast enough to stay ahead?
The choice is yours.
