Marketing Trends

BY LISA FANT

VIRTUAL EVENTS

2020 taught us the value and reach of virtual events. People appreciate the flexibility of virtual events when in-person events are not possible or convenient. “The global virtual events market size could reach $504.76 billion and grow at a combined annual growth rate of 23.7% between 2021 and 2028,” according to Global Newswire. Virtual events offer the ability to extend meeting invitations locally or nationally, while also allowing companies or business owners to measure engagement and gather useful data for targeted marketing.

SHORT-FORM VIDEO

Short-form video has become increasingly popular on many social media platforms. TikTok, most known for its short-form content, has popularized this format that has expanded into other apps such as Instagram with Reels, or YouTube with YouTube Shorts. Short-form video tends to fare best with a younger audience who seem to prefer quick-witted, punchy, relatable content. According to HubSpot’s 2022 Social Media Marketing Trends Survey, “Short-form video is the most popular and effective social media format.” Engagement and relatability matter most for short-form video, rather than longer, more informative content that can lose viewers’ interest.

GETTING PERSONAL

More than ever, audiences best respond to engagement and connection. According to Inc., “If consumers have an experience that is clearly optimized for their tastes and preferences, they feel their time is not being wasted with unnecessary or unwanted information.” Personalization aims

to change a one-size-fits all marketing approach and cater to an audience on an individual basis. Information overload and ineffective advertisement has the potential to deter an audience as they may feel the information is irrelevant to them, or brands don’t value their individual needs. Increasing engagement through customized email, connecting with individuals through social media, building relationships, and delivering meaningful, targeting content shows clients you’re aware of their needs, and in turn, builds trust.

OPTIMIZED WEBSITES

Think of your website as the face of your brand as a Realtor®. Does it reflect you as a professional, your values, and your commitment to clients? According to the NAR® Real Estate in a Digital Age Report, “95% of individuals visit a website to find a Realtor®.” An attractive, welldesigned, and functional website will not only attract your targeted audience but will invite them to take action and reach out to you. Take the time to craft your website to reflect you as a Realtor® and keep listings and information updated so clients know you are active and credible.

PREDICTIVE ANALYTICS

The Close reports that according to a case study conducted by AccuData, “Direct mail marketing driven by predictive analytics saw response rates more than double that of marketing without algorithmic smart targeting.” Staying on top of market data and fine-tuning specific messages to clients delivers personalized information they care about, but also provides insight into who your buyers and sellers are. Targeted marketing saves you time and money as a Realtor® by focusing on the clients you want to reach.