5 Online Marketing Trends You Must Know by Sarah Malcolm

BLOG POST BY SARAH MALCOLM, CHIEF DIGITAL STRATEGIST AT THE NEWS FUNNEL

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With the constant innovation of technology, steady flow of content and evolving consumer behavior, it can be challenging to navigate the sea of marketing trends these days. We’ve got you covered. Here are the top five trends every commercial real estate company needs to know.

Be Transparent

The internet and digital advertising have exposed us to millions of misleading marketing efforts over the years. Photoshopped images make properties look bigger and brighter than they are. A neighborhood may appear to be friendly or clean online, when in fact, it’s neither. After some digging, you might find an agent who doesn’t follow through and donate they claimed on Instagram. Those are all terrible for the customer experience! So many companies take strides to share an experience with their customer base, only to let them down. Enough is enough!

Thankfully, people have been taking a stand against this in every industry and demanding transparency. It has been critical to customers for a while now, and the trend is expected to continue. There are flaws in every business, but people aren’t expecting perfect. They are expecting the truth so that they can manage their expectations and form their own opinions--and probably challenge the company to do better.

There are upsides to honesty in marketing or any aspect of the customer experience. Approach transparency as a kind and honest human. Engage users on social media platforms, and give them a behind the scenes look at who your brand is and how you strive to improve.

Protect Privacy

Customers are demanding transparency in not just how a company operates, but how a company handles customer and client privacy. Any company ready to respond to this trend has an enormous competitive advantage. So what we’re trying to say is privacy itself is going to be a key selling point.

Integrate Artificial Intelligence

We regularly are greeted by a robot with every call to customer service, even if it’s only for a moment. It’s beginning to feel like the new norm. Live Chats are the next big thing to take off and gain even more importance as a channel of communication. Might a client have a question and need it answered now? Sure they do! With a Live Chat embedded in the corner of the company website, it is easy to provide an answer at lightning speed! Customers love it, and it’s technology that every business should think about investing in this year.

Looking forward, everyone should be ready for the exploding popularity of voice recognition software. Amazon echo has been a remarkable success in turning the things off the internet into reality. Customers can schedule appointments, make a phone call, and order things, all by directly speaking into a machine.

Use Influencer Marketing

The popularity of influencer marketing shows no signs of declining. More advertisers are relying on social influencers to spread the word about their products and services. When followers trust an individual in a niche area, they are more likely to imagine themselves using the product or service--just like that!

There are dozens of real estate influencers who have achieved incredible numbers of followers by posting inspiring, high-quality content and engaging their audiences on a consistent basis. Whether your company reaches out to these influences for a feature or you’re just looking for some inspiration to boost your online presence, don’t let influencer marketing fall off your radar.

Important note: When working with influencers, always comply with legislation. We can expect an upward trend in more lawsuits against undisclosed paid endorsements.

Expand Video Marketing

Seventy-nine percent of consumers would rather watch a video to learn about a product than reading text on a page. Eighty-four percent of consumers have been convinced to purchase after watching a brand’s video. The numbers say it all--your company needs to expand their video marketing.

Video marketing is fun! There are so many tools to boost creative content, especially in the real estate industry. Cameras, drones, editing applications--it’s all become so available and so user-friendly! Video clips can be posted to social media, embedded in your website, or sent in your email campaign.

You need to update your marketing strategy to reflect changing consumer desires. Whether you decide to use chatbots or drones, keep a close eye on these trends as the year progresses.


Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS. Can I get an AMEN!?

If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at sarah@thenewsfunnel.com.

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