The current housing market looks different than it did a few years ago, and marketing has advanced to keep pace. “A decade ago, marketing a home meant MLS photos, a flyer and maybe a newspaper ad,” says Brandon Doyle, a real estate agent with REMAX in Minneapolis. Contrast that with today’s high-quality walkthrough videos for social media and drone footage to show off the neighborhood and surrounding community, he says.
A home needs a more robust marketing plan that accounts for how much the buying experience has changed and targets the many places, mostly digital, that your home can be viewed.
Marketing Informs Buyer Decisions
“Sellers cannot afford to be passive,” says Destinee Allanson, a real estate agent with eXp Realty in Carencro, La., and a 2026 NAR REALTOR® News “30 Under 30” honoree. “A couple of years ago, you could throw a listing up with decent photos and it would move. Now, buyers have options, and they are taking their time making informed decisions.”
They’re scrolling, watching and researching long before they schedule a showing. “The biggest shift is that marketing now starts weeks before a sign goes in the yard,” says Doyle. “It happens where buyers actually spend their time on their phones, in short-form video, and through search.”
A strong marketing plan may include:
- Short-form video for Instagram, TikTok and/or YouTube
- 3D virtual tours for remote buyers
- Drone footage and twilight photography (images captured just after sunset or before sunrise that stand out from daylight photos)
- Floor plans and detailed listing pages
- Targeted digital ads aimed at specific buyer groups
Get Creative in the Current Housing Market
Creativity matters, especially in a competitive market. Agents are finding new ways to create buzz and connect with buyers, and sellers can make those efforts more effective.
Allanson uses a walk-and-talk approach. “I bring in a professional {stager], who walks through the property with sellers and gives real, actionable tips on the spot,” she says. This professional could be a stager, a designer or a contractor, who might instruct the seller to swap out a few furniture pieces rather than remove all their belongings, for example. “The goal is to help buyers visualize themselves living there without the seller having to spend thousands on traditional staging.”
Local Facebook groups are also a boon for marketing, Allanson says. “There are entire communities of buyers living inside local Facebook groups right now, actively hunting for deals, asking questions and sharing listings with each other.” The best part? It’s a free way to connect with serious buyers.
Coming-soon campaigns are another strategy a seller can consider, Doyle says. Subject to local rules, coming-soon status can build anticipation and give the seller more time to get their property ready.
Other strategies include:
- Highlighting one standout feature in short videos
- Showcasing the neighborhood, not just the home
- Sharing listings in local online communities
- Hosting creative or targeted open house events
Partnering Drives Results
The most successful home sales come from collaboration. As a seller, you should stay flexible and open to ideas, even if they differ from how homes were marketed in the past. You and your agent should be on the same page before the listing goes live, says Allanson.
Start upfront with your agent by asking questions like these:
- What does your marketing plan look like?
- When will the home go live?
- How will you reach buyers?
Here are a few high-impact ways you can support your agent:
Keep Your Home Ready
A clean, well-lit and photo-ready home performs better across every marketing channel.
Share, Don’t Recreate
When your agent posts your listing, share it with your own network. That personal connection can extend your home’s reach in ways that paid ads can’t.
Tell Your Home’s Story
Write down what you’ve loved about living there, Doyle recommends. Details like neighborhood dynamics, natural light or favorite local spots bring a listing to life and allow potential buyers to envision living there. These insights also help your agent create more- compelling marketing messages.
At its core, a home sale is a team effort. Your agent brings expertise, tools and data-driven strategy. You bring insight into the home and the ability to amplify the message. Both are essential in the current market.
“The best collaboration I’ve had with sellers is when we are aligned from day one,” says Allanson. “We agree on the plan, they trust the process, and we stay in communication throughout. It becomes a real partnership. Those are the listings that get the best results.”
Nicole Slaughter Graham is a contributing editor for REALTOR® News. She oversees the Brokers, Technology and Home & Design sections. Slaughter Graham also managers NAR’s YPN Lounge, a blog written by YPN members. She can be reached at ngraham@nar.realtor.
