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309              <a href="/">Home</a> &gt; <a href="/bloghome">Blogs</a> &gt; <a href="/profile/thomasjnelson">Thomas J. Nelson, REALTOR ® CRS,ABR,PSA,RCS-D, CFSP</a> &gt; <a href="/blogs/thomasjnelson">San Diego Neighborhood Experts Blog</a>
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314                  2026 Marketing Strategies For REALTORS® Looking Toward 2027
315              </h1>
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322                        <span itemprop="name">Thomas J. Nelson, REALTOR ® CRS,ABR,PSA,RCS-D, CFSP</span>
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327                <div class="text-medium-gray">Real Estate Agent with Big Block Team @ LPT Realty 858.232.8722 CA BRE# 01261476</div>
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329              <div class="regular text-medium-gray blog-date">
330                <time>September 30, 2026 08:00 AM</time>
331                <meta itemprop="datePublished" content="2026-09-30T08:00:22">
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340                <h1>What Real Estate Marketing Strategies Should REALTORS® Be Using in 2026—Looking Toward 2027?</h1><p><span style="background-color: #fbeeb8;">Starting tomorrow, October 1, 2026, we have exactly <strong>92 days remaining in the year</strong>.</span><br>And once you factor in the approaching holidays, there’s a whole lot less productive time than that! <strong><em>Let that sink in!</em></strong></p><p><strong>The year isn’t over 🛬 but the runway is getting shorter. 🛫</strong></p><p>Real estate marketing keeps getting more sophisticated. AI can write the email, edit the video, build the campaign, nurture the lead, and probably remind you to drink water while it’s at it.</p><p>But <strong>more technology does not automatically equal better marketing.</strong></p><p>Heading into 2027, I think the REALTORS® who win will combine technology with something decidedly old-fashioned: <strong>being useful, visible, credible, and human.</strong></p><p>Here are my <strong>Top 8 marketing priorities</strong> I've learned this year - for the year ahead.</p><p><br><img style="text-align: center;display: block;margin-left: auto;margin-right: auto;" src="/image_store/uploads/agents/thomasjnelson/files/Video-1+Use.jpg" width="450" height="253"></p><h2>
341<br>1. 🎥 Get Comfortable With Video</h2><p>You don’t need a production studio. You need a phone, decent lighting, useful information, and enough courage to hit <strong>record</strong>.</p><p>Property tours, neighborhood videos, market updates, FAQs, vendor recommendations &amp; interviews, and short educational clips all help prospects experience <em>you</em> before ever meeting you.<br><br><strong>Tap into our own local video expert resource here:</strong> <span class="mceNonEditable agent-tag" style="cursor: pointer;color: #069;" data-id="16264">Andrew Mooers | 207.532.6573</span> </p><p style="text-align: left;">Social media remains the top technology source of quality leads reported by REALTORS®, according to NAR’s 2025 technology survey. <a href="https://www.nar.realtor/news/real-estate-news/technology/the-top-tech-tools-giving-real-estate-agents-a-high-tech-edge?utm_source=chatgpt.com">National Association of REALTORS.</a><br><br></p><h2>2. 🤖 Become Findable in AI Search</h2><p>SEO isn’t disappearing, but discovery is changing.</p><p>Consumers increasingly ask AI platforms ChatGPT, Google, Claude, and other AI tools questions like:</p><p><strong>“Who is a good REALTOR® in La Jolla?”</strong><br><strong>“What should I know before moving to San Diego?”</strong></p><p>That means creating specific, authoritative content answering the questions consumers actually ask. Local search research already shows significant adoption of generative AI during search. <br><br></p><h2>3. 📝 Own Your Content</h2><p><strong><em>OK, REALTORS®—social media is rented land. </em></strong>And last I checked, we got into real estate to help people own, not rent forever. 😏 Build your audience there, sure—but make sure you’re also building something you actually own.</p><p>Your website, blog, neighborhood pages, videos, articles, and email database are assets you control.</p><p>One thoughtful article can become a video, Facebook post, email, Instagram carousel, newsletter topic, and AI-searchable resource.</p><p><strong>Create once. Repurpose intelligently.<br><br></strong></p><h2>4. ⭐ Build a Review Machine</h2><p>Reviews are no longer decorative testimonials. They’re part of how consumers research professionals.</p><p><a href="https://www.brightlocal.com/" target="_blank" rel="noopener">BrightLocal</a>’s 2026 research found <strong>85% of consumers are more likely to use a business after reading positive reviews</strong>, while many continue to the company’s website or social media before deciding.</p><p style="text-align: left;">Ask consistently. Respond personally. Keep reviews current.<br><br></p><p style="text-align: center;"><img src="/image_store/uploads/agents/thomasjnelson/files/Reviews.png" width="500" height="500"></p><h2>5. 📇 Work Your Database Before Buying More Leads</h2><p>Before spending another dollar chasing strangers, ask:</p><p><strong>How well am I taking care of the people who already know me?</strong></p><p>Your CRM should help identify birthdays, anniversaries, past clients, homeowners considering a move, referral opportunities, and people you simply haven’t spoken with lately. I've avoided buying leads and working by referral for 27+ years based on this advice alone!</p><p>Technology should remind you <strong>who needs a conversation</strong>, not replace the conversation.</p><div>
342<div><div><div>
343<br><img style="display: block;margin-left: auto;margin-right: auto;" src="/image_store/uploads/agents/thomasjnelson/files/CRM-1+Use.jpg" width="400" height="301">
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345<div><div><div> </div></div></div>
346</div><h2>6. 🏘️ Become a Local Publisher</h2><p><strong><em>Stop posting only listings.</em></strong></p><p>Talk about restaurants, neighborhoods, development, homeowner issues, local businesses, events, architecture, market statistics, and what actually makes your community interesting.</p><p>A REALTOR® who consistently teaches people about a community becomes associated with that community.<br><br><br><img style="display: block;margin-left: auto;margin-right: auto;" src="/image_store/uploads/agents/thomasjnelson/files/Marketing-1+Use.jpg" width="350" height="243"><br><br></p><h2>7. 🧠 Use AI as a Staff Member—Not Your Personality</h2><p>Use AI to research, organize, repurpose, brainstorm, proofread, analyze data, and handle repetitive work.</p><p style="text-align: left;">But if everything you publish sounds machine-generated, you’ve automated away the very thing clients eventually hire: <strong>you.</strong></p><p style="text-align: right;"><strong>Be relatable. Remain authentically and flawed you! <br><br></strong></p><h2>8. ☎️ Have More Actual Conversations</h2><p>Here’s the wonderfully low-tech strategy I believe may become <em>more</em> valuable as automation increases:</p><p><strong>Call people. In my opinion, one of the most underrated touchpoints of the 2020s is still the phone call—actually getting voice-to-voice with another human being.<br>Hosting<span style="color: #0018ff;"> <a style="color: #0018ff;" href="https://activerain.com/blogsview/5937399/--an-invitation---coffee-over-the-miles-with-tj-nelson--" target="_blank" rel="noopener">Coffee Across The Miles</a> </span>has taught me this!<br></strong></p><p>Ask how they’re doing. Listen. Be curious. Help without immediately trying to convert the conversation into business. 🥷 *<strong>F.O.R.D. them! </strong><br>*Your questions center around their: <strong>F</strong>amily <strong>O</strong>ccupation <strong>R</strong>ecreation <strong>D</strong>reams</p><h3 style="text-align: center;">The 2027 Marketing Formula</h3><p style="text-align: center;"><strong>
346Technology creates efficiency.<br>Content creates visibility.<br>Reviews create credibility.<br>Conversations create relationships.<br>Relationships create business.</strong></p><p style="text-align: center;">The agents who understand how those pieces work together <br>probably won’t need every shiny new marketing tool that comes along.</p><p style="text-align: center;">They’ll simply need the right ones! 😉</p>
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356<p style="margin:1em 0px;font-size: 18px;"><br><span style="font-size: 26px;"><span style="font-weight: 700 !important;">Thomas J. Nelson</span><br></span><span style="font-size: 12px;">REALTOR®, CRS, RCS-D, CDPE, e-Pro, Certified Military </span><span style="font-size: 12px;">Home Specialist, Luxury Home Specialist, Author, Keynote Speaker and  Podcast Host </span></p>
357<p style="margin:1em 0px;font-size: 18px;"><span style="font-weight: 700 !important;"><span style="font-size: 12px;">Serving Coastal San Diego from Carlsbad to Coronado, Downtown, Balboa Park Area, <br></span></span><span style="font-weight: 700 !important;"><span style="font-size: 12px;">La Jolla/UCSD &amp; Mission Bay Park Areas<br>I Offer Rebates to Veterans </span></span><span style="font-weight: 700 !important;"><span style="font-size: 12px;">&amp; Active Duty</span></span></p>
358<p style="margin:1em 0px;font-size: 18px;"><span style="font-size: 12px;"><a style="background-color: transparent;color: #2196f2;" href="https://www.facebook.com/ThomasJNelsonRealtor" target="_blank" rel="noopener"><span style="color: #3412da;"><span style="font-weight: 700 !important;">Facebook</span></span></a> l <a style="background-color: transparent;color: #2196f2;" href="https://www.linkedin.com/in/thomasjnelsonrealtor" target="_blank" rel="noopener"><span style="color: #3412da;"><span style="font-weight: 700 !important;">Linkedin</span></span></a><br><a style="background-color: transparent;color: #2196f2;" href="https://thomasjnelsonrealtor.com/" target="_blank" rel="noopener"><span style="color: #3412da;"><span style="font-weight: 700 !important;">Website</span></span></a> I <span style="font-weight: 700 !important;"><a style="background-color: transparent;color: #2196f2;" href="https://thomasjnelsonrealtor.com/MyStory" target="_blank" rel="noopener"><span style="color: #3412da;">About Me</span></a></span><br><span style="font-weight: 700 !important;"><span style="color: #3412da;"><a style="background-color: transparent;color: #3412da;" href="https://thomasjnelsonrealtor.com/lss" target="_blank" rel="noopener">Search For Homes</a></span></span></span></p>
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362<p style="margin:1em 0px;font-size: 18px;text-align: center;"><span style="font-weight: 700 !important;"><span style="font-size: 26px;">(858) 232-8722</span><br></span>             call or text me<br>                      <span style="font-weight: 700 !important;"><span style="color: #3412da;"><a style="background-color: transparent;color: #3412da;" href="https://thomasjnelsonrealtor.com/ContactMeInformationFrameless" target="_blank" rel="noopener">email me</a></span></span></p>
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544          <div class="comment-author regular">Leanne Smith</div>
545          <div class="company">
546            Dirt Road Real Estate - Golden Valley, AZ
547          </div>
548          <div class="tagline">The Grit and Gratitude Agent</div>
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552            <p>Fails to mention this marketing action that historically has been very financially rewarding -  Send a handwritten thank you note after each accepted listing, closing, etc.  Yes postage is expensive, but I can attest when I send these notes I will get an email to an actual phone call.  Also I have been told that I am usually the only agent to send a card.  Gifts are nice however a personal card 
552is usually better. I also send Thanksgiving cards, Christmas cards,  birthday cards and New Year's Cards.  </p>
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554          <div class="date">Sep 30, 2026 08:04 AM</div>
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597          <div class="comment-author regular">GilbertRealtor BillSalvatore</div>
598          <div class="company">
599            Arizona Elite Properties  - Chandler, AZ
600          </div>
601          <div class="tagline">Realtor - 602-999-0952 / em: [email protected]</div>
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605            <p style="margin-top:1em;margin-bottom:1em;font-size: 18px;color: #212121;font-family: Montserrat, sans-serif;background-color: #ffffff;"><span>good post with great information. Thanks for sharing it. Bill</span></p><p style="margin-top:1em;margin-bottom:1em;font-size: 18px;color: #212121;font-family: Montserrat, sans-serif;background-color: #ffffff;">Have a fantastic weekend!</p><p style="margin-top:1em;margin-bottom:1em;font-size: 18px;color: #212121;font-family: Montserrat, sans-serif;background-color: #ffffff;">Bill Salvatore, Realtor- Arizona Elite Properties</p>
606          </div>
607          <div class="date">Sep 30, 2026 09:29 AM</div>
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630          <div class="comment-author regular">Hannah Williams</div>
631          <div class="company">
632            HomeStarr Realty - Philadelphia, PA
633          </div>
634          <div class="tagline"> Expertise  NE Philadelphia &amp; Bucks 215-820-3376</div>
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638            <p><span class="mceNonEditable agent-tag" data-id="144375">Thomas J. Nelson, REALTOR ® CRS,ABR,PSA,RCS-D, CFSP</span>. This is one of the best posts I have read in a very long time -You have covered all the bases -  Bravo </p>
639          </div>
640          <div class="date">Sep 30, 2026 09:39 AM</div>
641          <meta itemprop="datePublished" content="2026-09-30T09:39:38"/>
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662        <div class="comment-header" data-url="/profile/kensemler1">
663          <div class="comment-author regular">Ken Semler</div>
664          <div class="company">
665            ImpresaModular.com - Martinsburg, WV
666          </div>
667          <div class="tagline">Nationwide Custom Modular Home Builder</div>
668        </div>
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670          <div class="comment-body-content style-reset-for-user-content user-content" itemprop="text">
671            <p>Thomas, the distinction between using AI as a staff member and automating away your personality is the operating point. Tools can multiply output, but the durable asset is still first-party content connected to a maintained database and real conversations. In 2027, the agents who measure which content starts calls and referrals will outperform those simply increasing posting volume.</p>
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673          <div class="date">Sep 30, 2026 02:30 PM</div>
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691                  <p class="agent-name">Thomas J. Nelson, REAL...</p>
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716          <div class="comment-author regular">Jan Green - Scottsdale, AZ</div>
717          <div class="company">
718            Value Added Service, 602-620-2699 - Scottsdale, AZ
719          </div>
720          <div class="tagline">HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN</div>
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724            <p>GREAT actionable items in your post!  Well deserved feature, too.  I'm excited to be included an a doctoral program (no I'm not getting a PhD) but am in a work/study group of 43 agents with HomeSmart who will be tasked for work assignments using Ai!  It's a great way to get started and help someone get their PhD on the topic.  We'll be tasked with projects that will educate us on all things Ai in our business.  Today was day one of the meeting and Friday 
724is the first assignment.  And we all voted to have a follow up meeting to compare our results at the end of the meetings sometime in November.  I'll write a post about this in November when we're finished as I can't share what we're doing until then.  Pretty sure this will include farming for those that are ready to sell, which I'm excited to be doing!  </p><p>The seller of a recent closing found me using Ai, Claude, Gemini and ChatGpt, so all of those are set up thankfully.  I'm excited that the new platform we'll be using for the Ai project will integrate with my CRM so I can work that database even better!   </p><p>Great post Thomas!  It really gets the fires starting!</p>
725          </div>
726          <div class="date">Sep 30, 2026 03:04 PM</div>
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749          <div class="comment-author regular">Carol Williams</div>
750          <div class="company">
751            Although I&#39;m retired, I enjoy sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
752          </div>
753          <div class="tagline">Author, Golfer, Traveler, Retired, Wenatchee, WA</div>
754        </div>
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756          <div class="comment-body-content style-reset-for-user-content user-content" itemprop="text">
757            <p>Hi Thomas,<br>This is a great post and fabulous advice! </p>
758          </div>
759          <div class="date">Sep 30, 2026 03:10 PM</div>
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781        <div class="comment-header" data-url="/profile/investbuysellla">
782          <div class="comment-author regular">Inna Ivchenko</div>
783          <div class="company">
784            Equity Union  - Calabasas, CA
785          </div>
786          <div class="tagline">REALTOR® | Residential &amp; Commercial</div>
787        </div>
788        <div class="comment-body">
789          <div class="comment-body-content style-reset-for-user-content user-content" itemprop="text">
790            <p>It is all just too much right now. Between all the actual work: making calls, farming, negotiating, and inspections,  etc. business related —not to mention cooking, cleaning, shopping, going to the beauty salon, hitting the gym, and trying to find time for friends and family—it’s overwhelming. You start to panic and think: How can I clone myself?</p>
791          </div>
792          <div class="date">Sep 30, 2026 08:08 PM</div>
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814        <div class="comment-header" data-url="/profile/proven123">
815          <div class="comment-author regular">Laura Cerrano</div>
816          <div class="company">
817            Feng Shui Manhattan Long Island - Locust Valley, NY
818          </div>
819          <div class="tagline">Certified Feng Shui Expert, Speaker &amp; Researcher </div>
820        </div>
821        <div class="comment-body">
822          <div class="comment-body-content style-reset-for-user-content user-content" itemprop="text">
823            <p>Finding those pockets might be harder, but the marketing can become even more specific if you want it to beso it’s a bit of a trade-off.</p>
824          </div>
825          <div class="date">Sep 30, 2026 09:42 PM</div>
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847        <div class="comment-header" data-url="/profile/stevenhoeke">
848          <div class="comment-author regular">Steven Hoeke</div>
849          <div class="company">
850            House Buyers Texas - League City, TX
851          </div>
852          <div class="tagline">Breaking Down Fast-Sale Options for Texas Sellers</div>
853        </div>
854        <div class="comment-body">
855          <div class="comment-body-content style-reset-for-user-content user-content" itemprop="text">
856            Ninety two days minus the holidays is the sort of arithmetic people avoid doing on purpose, which is exactly why it is worth writing down.
857
858The AI point is the one I would push on. It can write the email and edit the video, so the scarce thing stops being production and becomes having something true to say. Everyone's output volume just went up and the quality floor did not move with it. That gap is where the next year gets won.
859          </div>
860          <div class="date">Oct 01, 2026 03:14 AM</div>
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1193        ☕Coffee Across The Miles w/ Kathy Streib: A Busy Retired Life in Texas
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1376    jQuery(html5fallbacks);
1377    jQuery(initializations);
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1378
1379
1380
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