• Many traditional marketing methods simply aren’t relevant these days, and you should avoid wasting resources on them.

On Aug. 10, 1991, the World Wide Web went live. Now, more than 25 years later, it’s had a lasting impact on real estate, business and the world.

Despite the fact that the internet has changed how the vast majority of consumers search for and hire people in service-related industries such as real estate, some businesses still haven’t caught up with the times.

The real estate industry in particular seems to have a hard time letting older less effective marketing methods go.

If you’re still wasting resources on marketing methods that became obsolete along with floppy drives and dial-up modems, it’s time to make a change.

Here are five real estate marketing methods that should have died off years ago:  

1. Print advertisements

Print advertisements are more expensive and less effective than ever. Not only are less people looking at these ads year after year, but it’s also nearly impossible to target potential clients via printed ads with any success.

Stop wasting your time and money with printed ads, and start learning how to reach the right people via Facebook advertising.

2. Cold calling

Don’t you just hate making cold calls? That’s probably because the vast majority of modern consumers hate receiving them.

Instead of popping into people’s lives unannounced and unappreciated, reach out to leads at opportune times with a system that allows you to catch them when they’re ready and willing to hear what you have to offer.

3. Door-knocking

There’s one thing that people hate even more than unsolicited phone calls: unsolicited home visits.

If you’re knocking on random doors in random neighborhoods and hoping to snag a few eager clients, you’re going to be disappointed.

On the other hand, if you’re hosting an open house nearby, stopping by neighbors’ homes to invite them over is a lot less likely to end with doors slamming in your face.

4. Spamming subscribers

Believe it or not, your contact list is not interested in every detail pertaining to local real estate. If you regularly send generic messages to your entire email database en masse, please do everyone (including yourself) a favor and stop.

Marketing via email is fine, but you need to do it in a strategic, segmented manner to achieve respectable results.

5. Pushing non-mobile-friendly content

A decade ago, pushing out content that wasn’t optimized for mobile was pretty much a non-issue. Now that nearly everyone has and uses a smartphone, however, mobile-friendly websites and emails are essential for effective marketing.

Consider this: How effective can your marketing truly be if roughly half of the people reading it are thinking about how bad the formatting is instead of the message you’re trying to convey?

As the internet continues to shape how potential clients perceive your business and your marketing, there’s only one thing you can do: adapt.

If you’re still reliant on any of the aforementioned marketing methods, take a moment to step back and evaluate your strategy. If you somehow manage to make it work, by all means keep at it.

However, if you’re doing what you’re doing simply because it’s what you’ve always done, keeping your business afloat is only going to get harder unless you make some major changes.

Pat Hiban is the author of the NYT bestselling book “6 steps to 7 figures – A Real Estate Professional’s Guide to Building Wealth and Creating Your Destiny,” the founder of online real estate sales training site Rebus University, and the host of Pat Hiban Interviews Real Estate Rockstars, an agent-to-agent real estate podcast with Hiban Digital in Baltimore, Maryland. Follow him on Instagram and Twitter.

Email Pat Hiban

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription