25 digital marketing and social media trends for real estate in 2024

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1) Digital Wellbeing for Brokers
With the rise of digital opportunities and the pressure to be constantly online and available, it’s essential that real estate agencies foster a culture of work-life balance. Strategies can include everything from digital time management training, mindfulness techniques, to psychological support.

2) Storytelling for Short Videos
Use platforms like Reels and TikTok to tell engaging property stories, highlighting unique features or the story behind a specific property. And remember: these are short videos , 5 to 15 seconds maximum. Invest in creative transitions.

3) Blue Ocean on YouTube
Create content on YouTube focused on under-explored or top-of-funnel niches, such as “tips for first-time homebuyers” or “before and after property transformations.” Many of the biggest personal brands in the Brazilian real estate market started on the platform and still have a lot of room to grow!

4) Hyper-Geolocalized Paid Traffic Campaigns
Launch targeted advertising campaigns on Google and Facebook to promote your real estate properties or services to a localized audience. Including targeting by neighborhoods, professions, and specific customer lists.

5) Artificial Intelligence Throughout the Process
Implement AI for market analysis, price prediction jamaica whatsapp data personalized property recommendations for customers. In fact, “Randomized Pricing” is a big trend. Use algorithms to offer variable prices based on market and demand data, thus optimizing the sales strategy.

6) Chatbots, yes. But then, humanization of service
Use chatbots to answer common questions, schedule viewings, and provide instant information about listings.

But then, offer optimized and friendly service. After all, 30% of respondents to Zendesk's CX Trends 2023 Report expressed that the most important quality in customer service is the Friendliness of the support agent.

7) The Broker in the Center of the Image on Instagram
Promote brokers as personal brands, highlighting their expertise and successes on Instagram. And, most importantly, humanize the properties. Photos with people always have greater engagement.

8) Real Estate Virtual Tours
Integrate virtual tours into your property listings, allowing buyers to take virtual tours, especially helpful since the Covid-19 pandemic.

According to the National Association of Realtors, 58% of all homebuyers want to see a virtual tour of a listing. And this behavior is similar in Brazil.

9) Brokers vs. Partnerships with Digital Influencers
Collaborate with local influencers to promote specific neighborhoods or properties. Also, engage influencers who are familiar with a particular property’s features. For example, if the property has a large leisure area, invite lifestyle influencers to visit. Also, invest in long-term partnerships.

10) The Consumer Makes His Home Through AI. And You Run After It
Use AI to analyze customer behavior and offer properties that meet their exact preferences. In fact, GPT Chat ’s Dall-E tool does this, which is great for creating a project in seconds and showing that you understand your customer’s needs.

11) Voice Search Optimization in Real Estate
Optimize your website for common voice search queries, such as “Find luxury apartments for rent in Sao Paulo.”

12) Local SEO for Real Estate
Optimize content for local searches, such as “real estate agents in Belo Horizonte” or “houses for sale near me.” Image-based social networks like Pinterest and Flickr are great for helping with this optimization.

13) LinkedIn for Positioning
Use LinkedIn to build a professional network and share market insights. It’s a golden opportunity to position yourself as a leading real estate agent, builder or broker.

14) The Post-Print Era
If you are still investing in print, you are burning money. Change your focus to digital strategies, NOW!

15) Fully Integrated Marketing Software
Adopt tools that integrate CRM, marketing automation, and analytics. Implement automation now to optimize lead tracking and customer relationship management. Otherwise, your real estate brand may fall into the “Inca” category.

16) Multichannel Digital Strategy
It’s not just Instagram that exists. Be present on different digital platforms to reach a wider audience. After all, digital marketing doesn’t have a fixed address, it’s everywhere at the same time!

17) Access to Real Estate Credit and Digital Launches in the Popular Segment
In 2024, the expansion of real estate credit, especially in the affordable segment, thanks to the 12,650% increase in the federal budget for affordable housing – from R$80 million to R$10.4 billion, as announced by Vice President Geraldo Alckmin, represents a golden opportunity for the real estate market. This injection of resources will enable digital launches, such as live broadcasts, to promote new properties, educate about market trends and facilitate access to home ownership for a wider audience, benefiting from the greater availability of credit for affordable housing.

18) WhatsApp as an Advertising Platform
Explore WhatsApp to advertise properties directly on the platform. Also set aside some money to direct your paid traffic directly to WhatsApp, instead of just listing ads.

19) TikTok, the Space for the Basics
Use TikTok to share content that simplifies real estate market concepts, making them accessible to a wider audience. The reason: the social network is already one of the largest search engines in the world and there is still room to position yourself on basic market issues. But the opportunity is now. In the coming years, competition will increase significantly.

20) Growth Marketing
Adopt a growth-focused marketing approach, using techniques and tools that allow you to scale quickly, known as hacks. Real estate brands that delve into this concept will dominate sales in the coming years.

21) High-End Market on the Rise
Take advantage of the growth of the luxury segment, as indicated by the 34.1% increase in the number of high-end properties launched, according to a study by the Brain consultancy, to develop marketing strategies aimed at this niche. This includes strategies, especially in videos and in ads in the Instant Full Screen Experience format on Instagram.

22) Cashback and Points Programs
Implement rewards programs to encourage customer loyalty and referrals. This strategy is ideal for real estate agencies that offer other services, such as insurance.

23) Transactional Emails
Use emails to keep customers informed about every step of the home buying or selling process.

24) Evergreen Content Strategies
Create content that stays relevant over time, like first-time buyer guides or home maintenance tips.

25) Turn Brokers into Brand Ambassadors
In the real estate market, the creation of brand ambassadors can start internally, with the real estate agents themselves.