A thoughtful online presence has become a strategic way to drum up interest for your real-life local real estate business. But as economic factors, industry practices and social trends continue to shift in 2025, real estate professionals need to be agile while adapting content to stay top of mind to prospective homebuyers and sellers.

When planning for — and executing on — digital marketing strategy this year, don't forget these three key pointers:

Never stop showcasing your business values

Digital marketing — via social media, email and more — is a way to reach homebuyers and sellers where they are. But consider this: The content should be more about them than it is about you. Focus on promoting content that answers questions, alleviates stressors and delivers value.

It's also time to really hone in on what makes your business different — and what makes you and your services stand out from the competition. Essentially, find your niche. With creativity and consistency, get loud about your local market presence, your commitment to the community and your passion for the profession. Unwavering business values are distinguishing factors and are the building blocks for authenticity and trust.

Put trust at the forefront

In my 25 years with RE/MAX, the brand's main marketing focuses have perpetually mirrored timely consumer needs — and extensive research goes into figuring out precisely what those needs are. Right now, today's homebuyers and sellers have made it clear that the help of a trustworthy professional is more important than ever before.

A recent RE/MAX study¹ revealed that trust is the No. 1 quality consumers look for when choosing an agent. Knowing this, it's crucial for industry pros to make sure their marketing conveys how their experience, expertise, knowledge and disposition comprise trustworthiness.

That message was the driving force behind the recently debuted 2025 RE/MAX National Advertising Campaign. RE/MAX is the brand with the #1 Most Trusted Real Estate Agents in the US², according to shoppers — so we really leaned into that fact, which bolsters the reputation of the productive brand and its incredible network of affiliates alike.

Through a mix of dynamic content, including a fresh slew of compelling ads, we found bold new ways to both show (and tell!) trust to viewers. While these assets are promoted through TV, display, search and social media outlets, they're also customizable and sharable by RE/MAX affiliates in their own marketing strategies.

Lean into branded resources

At RE/MAX, we take marketing seriously. We know how essential it is for an agent's business. We know how vital it is to nurturing and growing a sphere. And we know that when a network of more than 140,000 professionals embrace an iconic, recognizable brand, it strengthens that brand's power – benefitting all who buy into it.

But here's the thing: We also know that productive agents are short on time. That's why we create a bevy of world-class marketing materials and offer exclusive content creation tools to RE/MAX affiliates. Through multiple platforms, agents can customize and leverage professionally crafted ads, social media graphics, postcards, flyers, mailers and so much more.

Technology can streamline an agent's business, and that's exactly what our strategic partnership with Inside Real Estate is here to accomplish. Through our all-encompassing MAX/Tech^SM powered by BoldTrail solution, users can take the materials they've personalized and implement unique parameters to generate effective marketing campaigns.

This just scratches the surface on how RE/MAX technology tools work together to take the right assets and deliver them to the right people at the right time.

My advice? Lean into the resources your real estate brand offers and use them to build your business on an existing foundation of excellence. The year ahead is bustling with opportunity – and intentional marketing is a key way to seize it.

1. Based on a March 2024 proprietary RE/MAX study by Camp+King. The online quantitative study included 790 U.S. respondents who were aware of RE/MAX as a brand, and all respondents had or planned to be in the real estate market within 18 months.

2. Voted most trusted Real Estate Agency brand by American Shoppers based on the BrandSpark® American Trust Study, years 2022-2024 and 2019.