“All failure is failure in adaptation; all success is successful adaptation.” max mckeown

Here’s a simple truth in real estate: what worked yesterday won’t always work today or tomorrow. A perfect example of this is marketing. Some marketing techniques you used a few years ago may not work as well for you today.

I hope you agree with me when I say that reaching potential buyers and sellers through marketing is essential to your livelihood in real estate. Therefore, it is imperative to make the necessary changes in the way you communicate with them.

In short, you have to adapt because in just a few years we have witnessed a major revolution in the way consumers obtain and interact with information. Internet, email, mobile phones, social media, wearable technology – the list grows every year.

So what type of marketing should you consider for 2015? Here are five that will put you on the right path to connecting with (and persuading) prospects:

1. Share useful content – ​​Because information is so prevalent, only the most relevant communication makes it to the brains of consumers. Messages that simply how great you are will fall short. Before submitting information, always ask: “Will this help prospects with their real estate affairs?” If not, rework it until it’s useful, informative, and interesting.

2. Make social media work for you – When you share useful information, you have a much better chance of getting shared on social media. When that happens, your name moves up the ladder of respectability in the world of real estate. Social networks allow people to communicate with each other more than ever. Some studies say that 75 percent of a real estate agent’s business comes from referrals and word of mouth. And half of Americans said they received a good suggestion on social media, according to a new Harris poll, including 16 percent who receive suggestions frequently and 35 percent who say they receive suggestions occasionally.

3. Update Your Testimonials – Keeping with the theme of consumers sharing information via social media, consider adding some pizzazz to your testimonials to increase referrals. You may want to turn these into 15-30 second videos that you can post on your website or social media to build excitement and trust while giving people something to talk about and share.

4. Get mobile: Can consumers read your website and emails on their mobile devices? If not, you are losing potential customers. Research now shows that people spend more time browsing the web on mobile devices than on their desktop and laptop computers. Some studies suggest that more than 66 percent of emails are opened on a phone or tablet. And 650 million people access Facebook daily through, you guessed it, their mobile devices. Today, people want quick and immediate pieces of information wherever they are. When you can offer that, you are putting yourself ahead of the game.

5. Use video: Consumers are watching video online in record numbers. Facebook reports that since last summer, it has averaged more than 1 billion video views per day. Think about how you can start using videos on your social media, YouTube, and website to grab the attention of prospects. Yes, certainly post listing videos, but also consider community tours, client testimonials, and interviews with real estate experts. For inspiration, visit YouTube.com and type homes for sale into the search option to see how real estate professionals are using YouTube these days.

Let me know about you. Is your marketing keeping up with all the changes taking place in today’s real estate market? Are you willing to change your marketing in 2015? Do you know where you have to start?