With the prospect of a new year comes the opportunity to wipe the slate clean of stale or underperforming marketing efforts. From videos that failed to gain traction to ads that missed the mark, it is the perfect time to take inventory of your marketing assets, identify which channels are generating leads and lock in a forward-looking strategy that aligns with your business goals.
TAKE THE INMAN INTEL SURVEY FOR DECEMBER
Ready to turn the page? Let’s go.
Leave no stone unturned
A proper audit means getting granular. Look at everything from the open and click rates on your email marketing to the breakdown of your advertising budget.
- What events did you attend, where did your clients come from, and which successes are worth repeating?
- Where were the missed opportunities?
- Is it time to reposition yourself?
- And, of course, what did the competition do that you did not?
It is a long list of questions to answer, and it is not exhaustive. Getting to the bottom of what made your marketing campaigns tick, and the when, where and why of unanticipated glitches, can be a grueling process.
Yet it can also be the first step in building a marketing strategy that brings in more clients, closes more deals and puts your name at the forefront of prospects’ minds. Remember: To build market share, you must first build mind share.
Take a new construction mindset
As you plan for a bright 2026, do not limit yourself. Always wanted to host a podcast, gain traction in a new neighborhood or break ground in a niche market? Make 2026 the year.
Great marketing campaigns are creative, aspirational and measurable. If you are going to build the campaign you have always imagined, set measurable goals, define clear benchmarks, and be ready to pivot strategically as you go to move closer to your goals.
Set your sights on being the best on the block
It’s no secret that the residential real estate market is highly competitive. Whether you are vying for listings or working to become the seller’s agent of choice in your market, standing out is imperative. What makes your approach to buying and selling unique? How does that translate into a better, more lucrative experience for buyers and sellers?
That differentiation starts with clarity. Honing your value proposition is essential to an impactful strategy. With a clear vision of your strengths and the value you deliver, crafting concise messaging, developing compelling collateral and marketing yourself with optimal impact is within reach.
Speaking of being the best
Great marketing does not happen in a silo. Staying aware of how the competition is positioning itself is critical, especially if the goal is to outpace it consistently. Awareness of what is happening around you enables you to make subtle refinements or pivotal shifts to optimize the reach, impact and salience of your efforts.
That is not a reason to avoid competitive arenas. It simply means a smart, informed approach is the key to rising above the clutter.
If it’s not broken, do not try to fix it
As noted earlier, replicate what works. There are tried-and-true techniques that every broker knows can move the needle. Just because a new social platform or tool emerges, it doesn’t mean you have to try it. Change can be exciting and can enhance a campaign, but there is also value in doubling down on what already works and deepening your investment in those channels.
Likewise, chasing trends or mimicking another agent’s success may not be the best use of time or resources. Every agent has a distinct target audience and a specific set of goals. Those should always guide your choices.
The most effective strategies are customized to each agent’s objectives, aligned with the brokerage’s core values and crafted to highlight what makes that team member stand out at the top of their game.
As you audit your 2025 marketing and find your winning formula for a bigger, brighter 2026, stay authentic and audience-focused while showcasing the expertise that makes you the best choice for clients and like-minded prospects. That is the formula for success. Now go and create it. Happy 2026!
Stacey Ross Cohen is CEO of Co-Communications, a branding expert and the author of Brand Up. Follow her on Instagram and LinkedIn.
