Nov 17, 2021 | Marketing Ideas

A look ahead

Real estate marketing trends to expect in 2022

Marketing trends in real estate have changed drastically in the past two years or so. The ongoing COVID-19 pandemic is a major reason for why. It forced many industries, including real estate, to lean on the digital space much more.

Tools like 3-D virtual tours and promotional videos became much more prevalent in 2020 because they allowed homebuyers to look around a house and a property without having to visit it. That convenience allowed these tools to remain popular throughout 2021.

And they will continue to grow in popularity in 2022, as well.

Online marketing will continue to be something real estate agents need to dedicate resources to in 2022. According to a National Association of Realtors report from this year, 97 percent of all homebuyers use the internet to search for homes. 

Let’s take a look at how online real estate marketing trends have changed in the past few years and how they might continue to do so in 2022.


Photography continued to grow as the most-valued website feature for homebuyers. This year, 89 percent said photos are very useful in the home search process. That’s up a bit from 87 percent in 2019. 

Photos are the first thing buyers see when they look at a listing. High-quality content shows buyers you’re a high-quality agent. Few investments in your marketing efforts are as proven as professional photography.

Studies have shown the brain processes visual information 60,000 times faster than text. It’s one of the main reasons visuals are a key to real estate marketing. There’s so much competition out there for the attention of potential clients that you need to show them your brand as a reliable, top-tier agent as efficiently as possible. Professional photography accomplishes that as well as anything!

3-D virtual tours

Photos were deemed very valuable prior to the pandemic. What’s more considerable is how many more homebuyers this year said they found virtual tours to be useful in their search process.

In 2019, 46 percent of those surveyed by NAR ranked 3-D tours as very useful. That grew to 58 percent of buyers in 2021. There’s no reason to think that online tours won’t continue to be a key marketing tool for listings.

It’s more than just a convenience. Real estate — especially in North Carolina, South Carolina, and Virginia — moves so fast that buyers being able to click through a home at any time and any place has become invaluable in the search process.

Floor plans

Being able to see a floor plan with a listing also became more important to buyers in the past two years. In 2019, a little more than half of those surveyed said it was very useful to their search process. In 2021, 67 percent said so. 

Like virtual tours, this marketing tool likely exploded in popularity out of necessity during the pandemic, but is expected to continue that trend because of convenience.

Floor plans offer different kinds of visual information to buyers looking for a home. Other visuals like photos and 3-D tours help them envision themselves in a room and allow them to see how they’d decorate it. Floor plans are a simple visualization showing them how a home is laid out, helping them to get a better overview of an entire floor.

Real estate agents can’t afford not to recognize these trends and work them into their marketing plans for listings. Lighthouse Visuals offers professional photography, 3-D tours, and floor plans, as well as consultations and much more to help take your marketing efforts to the next level!

Contact us today for help amping up your real estate marketing.

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