Marketing is constantly evolving, and it’s up to agents to keep a finger on the pulse of the current trends. So if you haven’t refreshed your marketing strategy all year (or longer 😬), read on for everything you need to be aware of to develop stronger marketing in 2023. 

A recent study from HubSpot revealed five marketing trends that are rapidly losing steam. Here’s how agents can adapt.

Celebrity Endorsements

Brand deals with high-profile celebrities were once an effective marketing strategy for businesses. However, HubSpot’s study found that while general trust in celebrity endorsements is waning, the public is still receptive to endorsements from “micro-influencers” that have a smaller following than traditional celebrities but a highly engaged audience.

This makes sense, as people are likelier to trust the “everyday” person over the larger-than-life celebrity. 

This one doesn’t affect realtors very much, as I doubt very many of you were vying to secure a partnership with one of the Kardashians. Or maybe you were. No judgment here. 

In 2023, agents should avoid partnerships with individuals and instead opt to sponsor a local business or event for exposure.

Curated Instagram Feeds

Authenticity is back! Heavily filtered Instagram posts and the “perfect” feed are a thing of the past. There’s no need to strive for perfection, as the unedited casual feel is back in style. 

HubSpot reports that this shift is because many users feel a sense of fatigue over the highly processed aesthetic that has dominated the platform for years. 

This is great news for agents. Instead of spending hours agonizing over creating the perfect video, pull out your phone, shoot a Reel, and press upload without another thought.

Audio Spaces

In 2020, when so many were looking for connection, audio-only chatrooms like Clubhouse and Twitter Spaces became wildly popular.

Fast forward to 2022, and more than a quarter (29%) of marketers plan to stop investing in audio chat rooms in 2023.

As an agent, your time is valuable. Unless you genuinely enjoy participating in audio spaces, you shouldn’t be investing any time into them. It’s much more important to show your face on Instagram, TikTok, and YouTube.

Long Form Videos

Many of you may feel like you saw it coming. As TikTok, Reels, and YouTube Shorts have continued to dominate our social media feeds, long-form videos should be put on the back burner (for now). 

There is still value in long-form videos for educating people on the more complicated aspects of real estate—and for generating clips. But 96% of marketers agree that the length of a marketing video should stay under 10 minutes.

According to HubSpot’s 2023 Marketing Strategy & Trends Report, short-form videos will see the most growth of any trend in 2023. 

When you formulate your marketing plan for the upcoming year, consider investing some of your budget into a videographer or video editor to help you create engaging content for the shrinking attention spans of consumers. 

Marketing in the Metaverse

While many marketers were interested in the Metaverse’s initial buzz, the hype has died down quickly. 

The possibilities of the Metaverse are exciting, but marketing within it hasn’t proved easy to execute. 

Twenty-nine percent of marketers plan to stop marketing in the Metaverse in 2023. In addition, more than a quarter (27%) plan to stop leveraging VR and AR at all. 

The Metaverse is still young, and marketing could pick back up, but for now, we recommend focusing your efforts elsewhere.