Feature article

2021 marketing trends

Our top picks and how to apply them to your business.

2020 taught us it’s hard to predict the future, but we’ve taken a look at some marketing trends predicted for 2021, and shared ideas on how to use them to grow your business. 

1. Video marketing 

Many trends come and go, but one that’s here to stay is video marketing.

There are many benefits to using video as a real estate agent; it's an excellent personal branding tool and can help you to attract more serious buyers. Even more importantly, videos are a popular research tool for buyers and sellers, so they’re a great way to educate and inform passive property seekers who may one day call you to sell their home.

Promotional videos are easier to create than you might think, especially with the use of smartphones and free video production software such as Lumen5 and iMovie.

A big trend for 2021 is live video, with live streaming services growing in popularity on Facebook and Instagram. Research indicates people spend 4x as much time watching live videos than pre-recorded videos, meaning higher audience engagement. 

Here are some ideas on how to use video: 

  • Add a walkthrough video tour of the property to your Trade Me listing to help get the right people to your open home. 
  • Share client testimonial videos as ‘social proof’ on your social media accounts. 
  • Share videos on what’s notable and unique about the neighbourhood and community you sell in, to promote yourself as an authority in your suburb. 
  • Live stream your properties at auction. 
  • Live stream a Q&A session with your followers on the state of the property market in your region. 

When sharing videos on social media, one thing to keep in mind is that users watch 85% of Facebook videos without sound. If you’re speaking in your videos, adding captions will make them more accessible and increase engagement. 

2. A focus on community and sustainability

After a rollercoaster 2020, where bush fires and a global pandemic raged, it’s not really surprising that there’s going to be a strong focus on businesses doing good in 2021. Whether that be for the environment around them or the communities they operate in.

The desire for a greener and healthier planet continues to grow, and consumers are actively seeking out brands that are purpose-driven and conscious about the environment. While New Zealand remains in a stronger position compared to most countries around the globe, it will still be key for businesses to emphasise their sense of community and sustainability in 2021.

Here are some ideas on how to apply this focus to your business:

  • Use sustainable materials in your marketing campaigns, whether this be recycled paper or taking a more digital focus.
  • Take part in a beach clean at your local beach.
  • Sponsor community activities such as school sport events or fun days.
  • Donate food to local foodbanks where community members may be suffering from financial hardship.

3. Content marketing 

Much like video marketing, another trend that’s here to stay for 2021 is content marketing.

Whether it’s to solve a problem, inspire, or to educate, relevant content can be used effectively to build trust in your brand and position you as a market authority. Think of it as a way to provide value, and as a result, attract new prospects who you can nurture.

A big trend for 2021 is user generated content, which is a really effective way for businesses to build trusting relationships with their customers as well as provide social proof. This could be as simple as a testimonial, or sharing images and videos created by your clients. It’s also a great way to engage with Millennial and Gen Z markets as they climb onto the property ladder. 

Here are some ideas on how to use content marketing: 

  • Share interviews with local business owners and professionals to give buyers a feel for the area. 
  • Profile your suburb, highlighting hidden gems that buyers new to the area might not know about. We've recently created a suburb video on Onehunga which you can watch below.
  • Share ‘sold’ photos with happy vendors. 
  • Create an e-book covering a variety of topics (e.g. how to prepare the house for sale). 
  • Start a real estate market trends blog. 
  • Share information on upcoming local community events. 
  • Compile a case study of your most successful campaigns (e.g. how you promoted the property, what the result was and the vendors reaction).

Trade Me Property content marketing - Onehunga suburb video