Personal touches can help real estate marketing
Tailoring messages to a person, property or neighborhood can help agents distinguish their business and encourage customers to respond.
Real estate professionals can make their marketing more recognizable by tailoring each interaction to the person, property or neighborhood.
A simple test: Remove the name, headshot and logo. Does the message still sound like that agent’s business, or could it come from anyone in the market?
Standing out can matter more than having the most polished postcard or brochure. That might mean discussing a property’s flaws upfront and explaining possible solutions, or putting sellers on camera to share what they’ll miss most about their home. A listing video can show how people use the space in everyday life, rather than simply moving from room to room.
The same approach works beyond a listing. A short email about something happening in the neighborhood can give past customers and prospects a natural reason to reply. A handwritten note or an open house with useful information for nearby residents can make outreach feel more personal.
When someone responds, prompt, thoughtful follow-up can keep the conversation going and help turn a single exchange into an ongoing connection.
Source: HousingWire (09/03/26) Davis, Darryl
© Copyright 2026 Smithbucklin