Most agents miss the mark when it comes to marketing. It’s not because they don’t work hard. It’s not because they don’t care. But because they’re still marketing like it’s 2019 in a market that looks nothing like it did five years ago.
For a long time, real estate marketing has been built around one idea. “Look at me.” Look at my sales. Please see my ranking. Look at how busy I am. And to be fair, there was a time when that approach worked. That time has passed.
Today’s buyers and sellers are more informed, more skeptical, and far more focused on what’s in store for them. They don’t want the noise. They don’t want ego. And they definitely don’t want overused braggadocio that feels disconnected from the reality they’re living in right now.
5 things customers don’t care about
Here are five things that agents brag about that today’s customers may not really care about. Instead of all this bragging, share what’s actually working right now to gain attention, trust, and business.
1. Past successes in which you are the protagonist
There’s nothing wrong with having a strong track record. Experience matters. Results matter. What’s not important is repeatedly bragging about how much business you’ve done during the years of the pandemic or how many deals you’ve closed over your career without connecting it to the problems your customers are currently facing.
Buyers and sellers will not be impressed by what you did in a market where homes sold within 48 hours. They’re wondering if you can help them navigate a market where listings are held up for long periods of time, buyers are hesitant, and decisions feel more risky.
The changes here are simple but powerful. Stop making yourself the hero and start making your process the hero. Instead of saying, “We sold X number of homes,” show how you created a marketing plan to reposition your listings after showings declined.
Share stories of buyers who connected to your buyer system and how it helped them prepare to win homes that others missed out on.
The statistics may speak for themselves, but your story of how you helped buyers and sellers achieve their goals will sell.
Trust is created when people can see themselves in the story. As trust grows, so does business.
2.Number of social media followers
The market doesn’t care about the number of followers. Follower count is one of the most misleading vanity metrics in real estate marketing. I’ve seen agents with huge followings struggle to convert, while agents with a few hundred hyper-local followers quietly dominate the market.
The important thing is that it’s out of reach. It’s about relevance. I’d rather have 80 views from the right people than 8,000 views from people who never buy or sell in my market. Depth always trumps breadth.
Instead of chasing numbers, focus on creating content that your ideal clients will actually find valuable, share, and save. Talk about regional changes. Market changes. Neighborhood Insights. Something that helps someone make a decision rather than just scrolling through a post. When your content resonates, growth naturally occurs and actually leads to conversions.
3. Do you like taking videos?
The market may not really care whether you enjoy the video or not. I know that’s not what some agents want to hear, but it’s the reality. Video is how people consume information today. Whether it’s a short-form clip shared on YouTube, Instagram, or a group chat, this is where the decision-making begins.
This isn’t about becoming an influencer. It’s about accessibility and trust. People want to hear how you explain things. They want to know how you communicate. Video acts as a filter for you as well as your clients. It helps the right people hunker down and the wrong people move on.
It doesn’t have to be perfect. In fact, early videos shouldn’t be like that. You’ll improve over time, but the credibility of the initial video will attract buyers and sellers.
4. Awards and honors
Certificates look great on the wall. They just don’t move the market. Consumers are smarter than we think. They know that many awards are purchased or based on criteria that do not reflect what is important to them.
The change here is from putting yourself in the spotlight to being more of a lighthouse. The spotlight draws attention to you. Lighthouses guide people safely to where they want to go.
Instead of posting about awards, talk about obstacles you’ve helped clients overcome. Highlight creative solutions. Share how you overcame evaluation issues, funding challenges, or timing constraints. These stories demonstrate much greater ability than previous trophies.
5. How hard do you work?
This is especially tough for agents who pride themselves on hustle. But the market doesn’t care how hard you work. It focuses on results. Neither buyers nor sellers are hiring people for their efforts. They hire for results.
Talking about working late nights, early mornings, and around the clock won’t inspire confidence. It often raises questions. People want to know that you can do your job efficiently and effectively, not that you’re exhausted from your job.
Shift the message from effort to influence. Tell a story about victory. Not just big wins, but real wins. Share how your systems and processes get results. Share stories about how your systems and processes have helped sellers maximize their sales price, sell their home faster, or have a smoother transaction.
Focus on the results and how they will benefit from working with you.
real point
This is not to discount marketing. It’s about sharpening it. The fastest way to grow in today’s market is not by bragging loudly. It’s a clearer message. Sends the message, “I understand what you’re going through, and I know how to help.”
When you stop marketing about yourself and start marketing about them, everything changes. Agents who embrace this change will build trust faster, attract better customers, and grow more sustainably. Those who don’t will continue to scream at a market that no longer listens.
Jimmy Burgess is Chief Coaching Officer of HomeServices of America and President of Berkshire Hathaway HomeServices. Connect with him on Instagram and LinkedIn.
