Skip to content

Real Estate Marketing in a Down Market

Real estate is a business that’s heavily dependent on market trends and economic conditions. The real estate market has been in a slump for a while, but it looks like there are signs of recovery. There are still many homes listed for sale, but many of them are overpriced or just not what buyers want right now. While this means that it’s no longer as easy to sell your listings as it was, it also presents an opportunity for you as a real estate agent to stand out from the crowd by being more creative with your marketing methods.

There is no doubt that real estate marketing in a recession is going to be a challenge, mostly because you have to go against your instincts to pull back and conserve, while most buyers and sellers sit on the sideline and wait it out.

You must optimize your budget and be smart about priorities to accompany your customers on the new journey. But it doesn’t mean you should stop spending money on marketing your offerings.  On the contrary, you should consider this as an opportunity—an opportunity to provide prospects what they need most in a recession and cement the loyalty of your existing clients towards your brand.

Cost-effective strategies

Make sure you are using cost-effective strategies like social media marketing, single property websites, trend reports, email and SMS marketing to keep your brand top of mind. Your contact list of prospects and past clients should be organized, and ready to go

Most of us are surprised to learn that increasing marketing during a recession can lead to growth. You see, real estate companies that continue to market themselves during a recession stay on the forefront of the minds of buyers and sellers, so when consumers are ready to jump back in the market,  they instinctively turn towards these agents and brokerages.

Also, when you continue your property marketing efforts despite an economic downturn, the message you are putting out there to your audience is one of strength, leadership, and a growth mindset —all of which buyers and sellers are looking for during such uncertain times.

Even if you are not at your strongest, your clients and prospects will be attracted to whatever amount of stability you can provide.

Cutting down on marketing during a financial downturn, on the other hand, will reduce your online and offline presence, leaving the door wide open for competitors to take advantage and fill in the gaps.

The Real Estate Market

In the real estate market, the average home value is lower than it was a year ago, and interest rates are higher. The good news is that there are still some great opportunities out there for those willing to take advantage of them! Here are two ways you can do so:

Marketing Your Listings

If you have a single property website and social media accounts, you can use them to market your property. Social media is a great way to get the word out about what’s going on with your home and how much it’s for sale. You can also use direct mail and brochures in addition to open houses, which are great ways for people who are interested in buying or selling their homes but don’t have time for an appointment with a realtor (or just don’t want one).

If you have multiple properties available for sale at once, consider creating mobile apps that include all of them so potential buyers can easily find them wherever they go–and then keep track of everything from one place!

When it comes to marketing property and yourself in a down market, it’s important to remember that you’re not in this alone.

Your clients are also affected by the current economic climate; they understand that this may be a buyer’s market and could be more hesitant than usual when making any major purchase decisions.

Don’t make the mistake of thinking that because your clients are feeling insecure about their finances or jobs they won’t be able to afford to buy a home at some point. You can still establish trust with them by communicating openly about where they stand financially and what options they have available if they decide not to proceed with buying or selling right now.

Your clients know that this may be a buyer’s market and will be looking for properties that offer value for their money. They don’t want to pay too much, but they also want something that will hold its value and provide them with some return on their investment.

Your clients may be willing to compromise on location or design elements if the price is right and it seems like a good investment, so keep this in mind when you’re showing homes!

You have to keep your client informed of the current market trends and what they mean to them.

It is important to keep your client informed of the current market trends and what they mean to them.

You need to be proactive in this regard, not reactive. If you wait until your client asks you a question about their property’s value, it will probably be too late for them–and for you! You want your clients’ homes sold quickly so that they don’t become “houses” or “homes” but instead become memories from which everyone involved can move forward happily into their next chapter.


  • Hold on tight to your marketing budget. After all, consistent and persistent marketing is the only effective kind.
  • It’s important to keep your clients informed of the current market trends and what they mean to them.
  • You have to remember that you’re not in this alone: your clients know that this is a buyer’s market, and will be looking for properties that offer value for their money
Notify of
Inline Feedbacks
View all comments
Would love your thoughts, please comment.x