The Marketing Trends Realtors & Small Businesses Can’t Ignore This Year
What’s actually working now and what’s quietly becoming non-negotiable
Marketing trends come and go, but every year there are a few shifts that aren’t optional anymore - they’re foundational.
For Realtors and small business owners, this year isn’t about chasing shiny new platforms. It’s about doubling down on what’s proven, measurable, and relationship-driven.
If you want to stay visible, relevant, and competitive, these are the marketing trends you can’t afford to ignore.
1. Video Is No Longer a “Nice to Have” - It’s the Baseline
Video continues to outperform every other type of content across platforms - and not because it’s flashy, but because it builds trust faster than anything else.
What’s changed is how video is being used.
What’s Working Now:
Short-form video (Reels, TikTok, Shorts)
Educational, face-to-camera content
Behind-the-scenes and day-in-the-life clips
Market explanations and FAQs
Personality-driven, imperfect videos
What’s Not Required Anymore:
High-end production
Perfect lighting
Scripted, salesy delivery
People don’t want polished - they want real, clear, and consistent.
For Realtors, video builds confidence before the first showing.
For small businesses, it answers questions before the first inquiry.
2. Email Is Quietly Making a Huge Comeback
While social media gets the attention, email is doing the converting.
Algorithms change. Platforms fluctuate.
Your email list? You own it.
Why Email Matters More Than Ever:
Higher conversion rates than social
Direct access to your audience
Perfect for nurturing long-term relationships
Ideal for referrals, repeat business, and trust-building
What’s Working in Email Marketing:
Short, conversational emails
Consistent cadence (monthly or bi-weekly)
Value-first content (tips, insights, updates)
Occasional soft CTAs, not constant selling
If you’re not emailing your audience, you’re leaving money and loyalty on the table.
3. AI Tools Are Becoming a Competitive Advantage (When Used Correctly)
AI isn’t replacing business owners - it’s replacing busywork.
The businesses winning this year are using AI to save time, increase consistency, and support their creativity - not eliminate it.
Smart Ways Realtors & Small Businesses Are Using AI:
Drafting captions and emails
Repurposing long-form content
Brainstorming blog topics
Creating outlines and scripts
Automating follow-ups
Analyzing performance data
What Still Needs a Human Touch:
Strategy
Voice
Relationships
Client communication
Decision-making
AI should speed you up - not water you down.
4. Local SEO Is Where High-Intent Clients Come From
While social media builds awareness, local SEO drives action.
People searching locally are already motivated - they’re not browsing, they’re looking.
Local SEO Must-Haves This Year:
Updated Google Business Profile
Consistent business information across platforms
Regular Google reviews
Local keywords in blogs and posts
Location-based content (neighborhoods, cities, events)
For Realtors, this means:
City-specific buyer and seller content
Neighborhood spotlights
Market updates tied to location
For small businesses, it means:
Service-area pages
Local FAQs
Community-focused content
Local visibility beats viral reach every time when it comes to conversions.
How These Trends Work Best Together
The real power isn’t in using one trend - it’s in stacking them.
Example:
Use video to explain a topic
Turn it into an email for your list
Repurpose it with AI tools
Optimize it with local SEO keywords
That’s how small businesses and Realtors stay consistent without burning out.
The Bottom Line
This year’s marketing winners won’t be the loudest - they’ll be the most consistent, clear, and connected.
If you focus on:
✔ Video for trust
✔ Email for conversion
✔ AI for efficiency
✔ Local SEO for visibility
…you’ll build a marketing system that works with you, not against you.
👉 Need help implementing these trends into a real, doable marketing plan?
JW Brands helps Realtors and small businesses turn trends into systems that actually produce results.
