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Real estate is more than transactions; the cycle of buying and selling property is deeply tied to the culture around us. Whether it’s the rise of social media influencers shaping housing trends, Netflix series romanticizing the home search or new apps redefining how buyers and sellers connect, the way people engage with real estate is constantly evolving. Is your marketing keeping up?
Today’s home buyers are influenced by more than just MLS listings. They’re scrolling TikTok for neighborhood insights, trusting online reviews over traditional advertising and expecting seamless digital experiences that rival their favorite e-commerce brands. The good news? You don’t need a Hollywood budget to meet these expectations. With the right tools, you can stay relevant, attract leads and build a brand that resonates with modern buyers.
Your Digital Foundation: Own Your Online Presence
A strong personal brand starts with a website. But many agents rely solely on their brokerage’s platform. According to NAR’s 2024 Member Profile, 28% of agents who are REALTORS® don’t have a website at all, and 44% rely on their brokerage for one. That means most agents lack full control over their online presence. Worse, when switching brokerages, they risk losing their site, email and all the leads that came with them.
Instead, agents should own a website under their own domain. Think of it as your digital storefront. Whether you create a sleek, one-page lead capture site or an in-depth resource for buyers and sellers, the key is ensuring it’s mobile-friendly, SEO-optimized and filled with content that speaks to today’s real estate culture.
Pop Culture Proof: The Power of Visuals & Storytelling
Culture is visual—just look at the success of real estate reality shows and Instagram-worthy home transformations. Buyers want to see high-quality photos, engaging videos and behind-the-scenes glimpses of the real estate process. According to NAR’s 2024 Profile of Home Buyers and Sellers, 96% of consumers rate photos as the most useful feature on an agent’s website.
In 2025, don’t just list homes; tell their stories. Use professional photography, create short-form video content for social media and leverage testimonials from happy clients to build trust. Video walkthroughs, “day in the life” clips and neighborhood highlight reels can turn casual viewers into serious leads.
‘Social Proof’ and Influencer Culture: Build Trust Online
With influencers driving major consumer decisions, real estate agents need to embrace “social proof.” Buyers and sellers want authenticity, and they’re more likely to trust an agent with strong online reviews and client testimonials. Make it a habit to collect and share feedback, whether in written reviews or video testimonials.
Beyond traditional testimonials, agents can take inspiration from content creators by offering valuable, engaging content. Think about what makes your market unique: Does your city have a booming foodie scene? A historic district with incredible architecture? Neighborhoods that attract young professionals? Lean into these cultural elements and showcase them in your marketing.
Technology Meets Culture: Apps, AI & Accessibility
Tech is reshaping real estate, and agents who embrace it will stay ahead. From AI-generated market reports to apps that streamline the home search, buyers are expecting more digital convenience. Make sure your website includes lead capture forms, analytics and accessibility tools like AudioEye to cater to a diverse audience.
Additionally, tools like blogging and email marketing keep you top of mind for leads. Write about local market trends, highlight community events and offer insights that buyers and sellers can’t find on other platforms.
Ready to Future-Proof Your Business?
Culture is always shifting, and real estate marketing must shift with it. By embracing digital trends, visual storytelling, social proof and smart technology, you’ll position yourself as an industry leader in 2025 and beyond.
Need a website that keeps up with culture? Get.realtor’s Professional, Premium, and Premium Plus real estate websites offer everything you need—from custom domains to built-in SEO and lead generation tools. Claim your free .realtor website today!
