Rethink Your Strategy: What Buyers and Sellers Really Want in Real Estate

Why Buyers and Sellers Don’t Respond to Outdated Real Estate Marketing

The real estate market has evolved dramatically over the past few years. As we move into 2026, the expectations of buyers and sellers are vastly different from those even just five years ago. The trend is shifting towards a more personalized, relevant approach to marketing that focuses on the client instead of the agent. In an article by Jimmy Burgess, he outlines misconceptions agents have, highlighting five things that buyers and sellers simply do not care about:

1. Past Successes: The Hero Complex

What agents often tout as their greatest assets—past sales and successes—aren’t as impressive to consumers as one might think. Buyers and sellers aren’t interested in hearing about how many homes were sold quickly in a hot market or how successful an agent was during the pandemic. They care more about what the agent can do for them in today’s challenging landscape, where market conditions can shift rapidly.

It’s crucial for agents to change the narrative from celebrating their achievements to focusing on the client's journey. By emphasizing how agents have successfully guided clients through obstacles—like a buyer's anxiety about lengthy listing times—trust and relatability can develop. Instead of a resume of sales, agents need to share relatable stories that resonate with potential clients.

2. Vanity Metrics: Focus Don’t Follow

Many agents pride themselves on having thousands of followers on social media, but Burgess emphasizes that this number can often be misleading. Buyers are more interested in quality than quantity. A real estate agent's influence is less about follower count and more about engagement and relevance. Engaging content that provides insights—like local market changes or neighborhood highlights—tends to yield far better conversion rates than a high follower count.

Shifting the focus to delivering valuable content tailored to their audience will fuel organic growth. It’s essential for agents to find and speak to their ideal clients through precise marketing instead of casting a wide net and hoping for leads.

3. Disregarding Video Marketing Needs

In today’s information-saturated environment, video consumption is through the roof. Agents complaining about the effort required to create video content must re-evaluate. Buyers and sellers are keen on visual information that helps them make decisions. Video acts as a powerful tool to build authenticity and trust, allowing potential clients to see who you are and how you communicate.

Ignoring video content in this digital era not only hampers visibility but can alienate potential leads. Effective agents should embrace video, not as a mere marketing tool, but as a way to create genuine connections.

4. Personalized Outreach Over Cold Calls

The importance of building relationships through personalization cannot be overstated. According to the latest insights, nurturing existing leads through tailored communications proves significantly more efficient than cold outreach. As reiterated in a recent article, successful agents should be focusing on creating tailored communication strategies that engage their network meaningfully.

Establishing nurture systems—like email drip campaigns or follow-up texts—keeps your service at the forefront of clients' minds, enhancing prospects for referrals and repeat business.

5. The Power of Local Connection

Lastly, embracing your local market knowledge strengthens connections with clients. Buyers and sellers want to know they’re working with someone who understands the local trends, schools, and amenities. Integrating this understanding with creative marketing—like community events or local educational seminars— fosters trust and brings customers closer. A strong community presence positively impacts an agent’s reputation and broadens the client base.

Conclusion: Shifting Focus for Modern Success

As we look to 2026, it’s clear that what worked in the past may not suffice today. Engaging clients through storytelling, personalized outreach, active community participation, and effective use of modern tools such as video will set the foundation for future success in real estate. Rather than fixating on self-promotion, the most successful agents are turning their attention to clients' needs, and that shift is what will drive their business forward.