Trends in Marketing and Real Estate Industries
Francesca Cruz
Co-Presenters: Joseph Velasquez, Santiago Florez, Ariandy Batista
College: College of Business and Public Management
Major: BS.MARKETING
Faculty Research Mentor: Valerie Vaccaro
Abstract:
Marketing trends are essential to effectively meet evolving consumer expectations so that brands can remain competitive and successful in a rapidly changing marketplace.
One objective of this research is to identify key trends in online shopping and content marketing. A second goal is to investigate marketing trends in the residential real estate and short-term rental industries. Secondary research was conducted to identify relevant articles and an analysis was done of key issues. In 2026, digital marketing strategies and online consumer shopping are being shaped by economic pressure, technological advancement, and shifting expectations. Consumers want to buy products that deliver value with long-term usefulness or personal enjoyment from trustworthy brands with transparent pricing, data usage and practices. Consumers also expect personalized product recommendations, messaging, and offers from marketers using data-driven, technology-enabled strategies. Shoppers prefer seamless, flexible, convenient, and efficient experiences.
Content marketing has become an immersive experience that captures a brand’s identity. Consumers want emotional brand connections, so companies that utilize creative and personalized content receive the most support. The use of GenAI helps marketers to quickly create high-quality content for different audiences that is tailored to customers.
In 2026, AI is a core marketing tool in residential real estate, helping agents to plan content, refine messaging, organize follow-ups, and measure performance. Short-form videos allow buyers and sellers to connect with agents through quick, informative content that builds familiarity and trust before meeting. Personal branding plays a critical role. Consumers choose agents based on authenticity, consistency, and clear messaging across platforms which help agents build trust, maintain relevance, and stay top of mind with potential clients.
In the crowded vacation rental market, listings need to be optimized across major online travel agencies with professional photography, a consistent social media presence, seasonal and off-season pricing, and a branded direct booking website.
Based on compelling photos which comprise first digital impressions, potential guests quickly decide if they are interested in renting a property. A branded website provides direct control over the booking process and development of guest communications for relationship marketing.
Keywords: Online shopping, Content Marketing, Residential Real Estate, Short-term Rentals.