| Marketing Strategy 14 Min Read

Your marketing strategy is never finished. To see continued success in your marketing efforts, you have to periodically look at what you’re doing, determine what’s working and what isn’t working, and introduce change accordingly.

Sometimes you might need to make bigger changes, like completely overhauling your entire marketing strategy or going all in on digital (when maybe you’ve never done that before), or you might need to make smaller changes, like introducing a new advertising campaign or updating your logo and branding, but no matter what changes you make, know that change should happen.

After all, continued investment in your marketing strategy is continued investment in your business.

As you plan for 2023, here are some of the things you might want to consider building into your own overall marketing strategy.

★ If you want to have look at the marketing strategies I said you should embrace in 2022, click right here (most of them are still valid and useful into 2023, especially SEO).

The More Niche the Better

2022 was a big year for change in real estate, and towards the end of the year, as listing supply dwindled and prices corrected, multiple real estate markets saw a slowdown; but even in a slower market, there’s still opportunity for those willing to adapt their strategy. And that immediate opportunity, and opportunity into the new year, lies in having a niche.

The biggest reason building a niche works is it allows you to separate yourself from your competition by focusing on a specialization, because in most cases, someone would rather work with an agent that has a specialization than just any generic agent that works with everyone, everywhere, anytime.

As an agent, there are a lot of niches you could specialize in, the most obvious being geographical (like a neighborhood), type of property (like hard lofts), or demographic (like growing families or downsizers)

But, you could even take building a niche a step further and, instead of focusing on working with someone when they want to transact, rather, focus on working with them when they need to transact.

For example, building a niche around specific situations people are in when they absolutely must do a transaction, can help you build a specialization that’s somewhat market-proof, no matter what happens. And again, as an agent, there are a lot of specific niches you could specialize in, like relocation, selling the family home when downsizing, working with military members, etc.

Going into 2023, people will value specialization more than ever, so the more you can build it into your marketing message, the better.

★ Want to learn more about building a niche? Have a look at these posts:

AR, VR, and MR

As we move into 2023, there are a lot of companies pushing the boundaries of AR (augmented reality), VR (virtual reality), and MR (mixed reality); and all of them are determined to find ways to make the technology useful in our day-to-day lives. (You can learn more about these technologies here).

When it comes to real estate, these technologies have several practical applications, but the 2 biggest are probably around helping people solve 2 pain points: 1. their physical location and 2. their imagination.

For the physical location pain point, VR can make it easier for someone to buy a property they may not be able to see in person. While high-res pictures, a fly-through video, or a 3d walkthrough tour can help, they aren’t as fully immersive as VR is, and they don’t make someone feel like they’re actually there. A VR experience just feels more “real”.

For the imagination pain point, a lot of people aren’t able to see past what a home currently looks like and can’t imagine what it could look like; and that’s a problem AR can solve. It can help nudge stubborn buyers that aren’t able to look past an outdated kitchen or an unfinished basement by showing them the potential of what it could look like. It can also help you close more listings, by allowing a client to virtually walk through one of your staged listings for a more immersive experience, rather than just showing them flat pictures.

No one knows for certain where AR, VR, and MR will take us; we only know that a lot of companies are looking for ways to build it into our day-to-day lives, and as a modern real estate agent with a modern marketing strategy, there are a lot of practical applications where these technologies can help make a transaction smoother (especially if Apple helps push that wide adoption in 2023).

★ Want to learn more about technology in real estate? Have a look at these posts:

Optimizing for Voice-Based Search

Nowadays, there are few people that don’t have access to a voice-based search function. Whether it’s an Amazon Echo, a Google Home Hub, or an iPhone with Siri, voice-enabled search is all around us and people continue to use it more and more; and that’s because the technology is improving, giving better results, and becoming easier to interact with.

And into 2023, we can certainly expect more investment into this technology and more usage by people.

We’ve probably all heard about agents using these voice devices in open houses and showings to provide information about the property, but to take it a step further, ideally, you can position your content to show up in voice search results when people ask it a question (which happens often).

➤ One thing to note here is that you can’t develop content that’s optimized for voice SEO without already having a very strong traditional SEO strategy in place. The two go hand-in-hand.

One of the best ways to help position your content for voice search is by writing “answer” based content that starts with who, what, where, why, or how; and ensure that content is written in a conversational tone. There’s a bit more to it of course, but by having a strong SEO strategy in place and producing high-quality, answer-based content, you’ll better position your content strategy for voice-enabled search devices.

★ Want to learn a bit more about building an SEO strategy? Have a look at these posts:

Highly Personalized Marketing

In 2023, building marketing relationships is going to be more important and effective than ever when it comes to seeing success in your marketing strategy, and one of the best ways to do that is by making sure your marketing feels highly personalized.

Building personalization into your marketing strategy is a key part of establishing trust with your target audience, showing them you care and you’re here to help, and eventually, turning them into clients because of your effort.

Effective personalization means making someone feel like your marketing was created just for them, as much as possible; and that goes far beyond just addressing them by name (which you should of course).

Personalized marketing is all about getting the right information to the right people when it matters most. For example, instead of sending a general email newsletter, you could identify specific details and interests of people in your database and send out multiple email newsletters that are more specific to smaller groups of people, like potential sellers that live in a certain neighborhood or marketing a new condo building that’s perfect for first-time homebuyers. If your marketing speaks to the scenario they’re in, it’ll feel much more curated and personal, and be more effective.

The more you can make someone feel like something was created specifically for them, the more likely you’ll build a meaningful marketing relationship with them, and the more likely they’ll choose to work with you; and in the new year, that will be more important than ever.

★ Want to learn a bit more about personalized marketing? Have a look at these posts:

Education and Empowerment

As of late, a lot of the news people read (especially about real estate) seems to be negative (and sensationalized). People aren’t sure what to do, when to do it, or who to believe. People don’t seem to trust other people as easily, and they trust marketers even less.

That’s where empowerment comes in; empowering people with the right information can help you build trust with them.

Having an empowerment strategy in place means being helpful, truthful, and honest, by giving people the right information, so they can make a decision, even if it means working with someone else.

In an age where information constantly needs to be fact-checked for accuracy, this honest approach can be really meaningful, and it can play a big part in getting the right people to work with you, and the wrong ones to choose someone else.

Empowering people to help them make smart, informed decisions through education by providing them with the information and tools they need to make those decisions really works. For example, any agent can just repost the monthly sales stats, but instead, if you wrote a longer, more detailed blog post each month, that broke down the market stats, and advised people on whether or not it was actually a good time to buy or sell, that’d be a lot more useful. You’d be building authority as someone that can be trusted and understands the market by putting out more detailed information that helps people make decisions that aren’t always in your favor.

People have always wanted to work with people that they like and people that they trust, but in 2023, it seems to be more important than ever. Through empowerment and education, you can win some of that trust from them, and eventually, their business.

★ At Artifakt, education and empowerment are part of our core values (which is the main reason for our blog and all of our downloadable resources). You can learn more about what that means to us right here.

Adapt, Pivot, and ABC (Always Be Changing)

While we don’t know exactly what 2023 has in store for us, we do know that real estate marketing is always changing, and so, your real estate marketing strategy should also always be changing.

Regardless of how you look at it, continued investment in your marketing strategy is always a continued investment in your business.

Wishing you much success in 2023!

Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.
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