We’ve come a long way from the days when real estate agents primarily used snail mail, cold calls and newspaper ads to get their name in front of potential clients. Even in our modern world of technology, having little more than a social media strategy might not be enough. These days, artificial intelligence, innovative video content and sophisticated tech stacks are almost a requirement to keep ahead of the competition.

Chicagoland agents tell us in this month’s issue that irrespective of which tactics you choose, when it comes to marketing your business and building your brand, be prepared to step out of your comfort zone. Check out our cover story, which offers insight on marketing tips and technology you can start using today.

Video content is king. That’s what we’re hearing from agents in the trenches, who tell us that whether its 360-degree drone footage or educational videos or just lighthearted clips on platforms like TikTok, video content is attracting homebuyers more than ever. This might be a pandemic-era shift in buyer preference, but we think it’s a trend that’s here to stay. Check out our monthly Technically Speaking column to learn more about how to get started.

In addition to our exploration of all things marketing, we shift our attention to the thorny topic of agent compensation and the question of decoupling buyer and broker commissions. From the ongoing federal investigation to the class-action lawsuits in Missouri and Illinois, it’s a complex topic that has a lot of moving parts. We break it down in our Real Issues feature.

This month, we also hear more about the performance of the Chicagoland market, the reaction to rising interest rates, a message from the CEO of Illinois REALTORS®, and much, more. Marketing strategies are changing every day, and we’d love to hear from you about the hottest new trends. Let us know your thoughts by emailing Tim.Inklebarger@agentpublishing.com.