Selling a home used to be relatively straightforward from a marketing perspective. Your Realtor put a sign in the yard, listed the property on the Multiple Listing Service, scheduled an open house and perhaps placed an advertisement in the local newspaper.
Today, the possibilities are considerably broader. Buyers discover properties through real estate websites, social media, YouTube, neighborhood blogs and increasingly, AI-powered search engines.
That makes your Realtor's marketing strategy an important consideration when choosing someone to sell your home.
Is Your Realtor Reaching Buyers Where They're Looking?
According to the National Association of Realtors' 2025 Profile of Home Buyers and Sellers, 91% of sellers used a real estate agent. Among their priorities were marketing their homes to potential buyers, competitive pricing and selling within a desired timeframe.
Professional photography and a compelling property description are essential starting points, but they shouldn't necessarily be the entire marketing plan.
A Realtor might also produce property videos, create social media campaigns, promote listings through YouTube or collaborate with other local professionals to reach additional audiences.
The important question isn't how many platforms an agent uses. It's whether those platforms are reaching potential buyers and generating meaningful interest.
Folsom: One City, Different Marketing Opportunities
Consider the challenge of marketing a home in Folsom, California.
A contemporary property in Folsom Ranch, a custom estate in American River Canyon and an established home in Empire Ranch offer very different selling points.
A top Realtor in Folsom might emphasize energy-efficient construction and modern floor plans for one property, distinctive architecture and privacy for another, and nearby recreational amenities for a third.
The marketing should reflect the property and its likely audience rather than relying on the same generic description and promotional materials for every listing.
Understanding these distinctions helps an agent create content that attracts buyers interested in the property's particular features.
What About AI-Powered Search?
Artificial intelligence is adding another dimension to real estate marketing.
Prospective buyers can ask AI tools detailed questions about communities, housing styles and local amenities before contacting an agent.
This creates opportunities for Realtors who publish useful, original content about the communities they serve. Neighborhood videos, local articles and collaborations with area businesses can help establish an agent's online presence.
However, appearing in AI-generated answers isn't guaranteed, and no Realtor can promise that AI platforms will recommend a particular listing.
Look for agents who understand the changing digital landscape and can explain how their marketing efforts support their overall strategy.
The One Question You Should Ask
When interviewing prospective listing agents, ask:
"Can you show me the complete marketing campaign for a home you recently sold?"
Ask to see the photography, property description, social media posts, videos and other promotional materials.
Then ask what happened. Which marketing activities generated inquiries? How many qualified buyers attended showings? How did the agent measure the effectiveness of the campaign?
An impressive social media following is nice, but evidence of a thoughtful marketing strategy is considerably more useful.
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