How Real Estate Marketing is Evolving in the World’s Most Competitive City

By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens

Rethinking the NYC Playbook

There’s no city like New York, and there’s no real estate market quite like this one. It’s competitive, emotional, and constantly evolving. You can’t market here the same way you might in other cities. People aren’t just buying homes. They’re buying into a lifestyle, a street corner, a skyline view, or the rhythm of a block at 7 a.m.

What I’ve learned over the years—working across Manhattan, Brooklyn, and parts of Queens and the Bronx—is that good marketing here is never static. It adapts. It listens. And, more than anything, it tells the right story to the right person, at the right moment.

Storytelling Over Specs

A floor plan can only say so much. Yes, square footage matters. So does closet space. But if that’s all you’re talking about, you’re missing the mark.

Buyers today want to understand what a home feels like. Not just what’s inside it, but what’s around it. Where does the light hit in the afternoon? What kind of energy does the building have? Who’s walking their dog outside in the morning? The most effective marketing tells that story quickly, clearly, and without fluff. It invites the buyer into the picture.

Local Insight Still Wins

You can’t fake knowing a neighborhood. And in New York, each one is its own universe. That’s part of what makes this job so rewarding.

I’ve built my business on staying connected to the communities I serve. That’s why I started “Rediscovering New York,” the podcast, and my walking tours with the same name. It’s a way to highlight the neighborhoods’ personalities, history, and people. When clients see that I know the streets—not just the listings—they feel more confident. Local knowledge doesn’t just help close deals. It builds trust.

Yes, Digital Matters. But It’s Not Everything

Let’s not ignore it—technology is a huge part of marketing now. Professional video, 3D tours, targeted campaigns, social content that actually adds value. These tools matter, and I use them.

But here’s the truth: tech doesn’t replace connection. Buyers still want to be guided by someone who understands them. Someone who can interpret the data and the vibe. So yes, I’ll give them market analytics. But I’ll also tell them which corner café has the best espresso or why that block feels different on a Sunday afternoon.

Teaching as a Marketing Strategy

I’ve always believed that clients make better decisions when they understand the landscape. That’s where marketing can do more than just promote—it can teach.

This could be a podcast episode about a hidden gem neighborhood or a conversation about the trade-offs between co-ops and condos. Sometimes, it’s just walking a client through pricing history so they feel more grounded in their offer. The more informed someone feels, the more empowered they become. And that shows up in the decisions they make.

Content That Builds Trust

Good marketing doesn’t push. It builds familiarity over time. That’s why content—done right—is powerful. Not content for content’s sake, but pieces that actually reflect what people care about.

I didn’t create my podcast or lead walking tours just for promotion. I do it because I love New York City and it’s neighborhoods,, and I love sharing that. Over time, that creates connection. People start to see you as a resource, not just a broker. When that happens, the marketing is already working before a listing even goes live.

Reputation Isn’t a Strategy, It’s the Result

Being recognized by RIS Media as a “Newsmaker” for six years in a row means something to me. But not because of the title. It’s because it reflects years of doing right by clients, staying consistent, and being clear about what I stand for.

Reputation is what happens when your marketing aligns with how you actually operate. People talk. Especially in this city. When your word matches your work, the referrals follow.

Marketing That Feels Personal

The best marketing today is specific. People don’t want to feel like they’re one of a thousand leads. They want to feel seen.

This is where real estate intersects with hospitality. I ask a lot of questions. I pay attention to what someone doesn’t say as much as what they do. Then I tailor the experience—not just the listing suggestions, but the way I communicate, the kind of content I share, and how I show up. That’s not a “strategy.” That’s just respect.

Staying Human in a Fast-Moving Market

The tools will keep changing. Video formats, ad platforms, even the way listings get syndicated. But what won’t change is the importance of being real with people.

At the end of the day, real estate is still about big decisions and personal stakes. If your marketing doesn’t reflect that, people won’t respond. My approach has always been relationship-first, and I don’t see that shifting anytime soon. Because what we’re really doing here—when it’s done well—is helping people find their place. And that will always matter.

About Jeff Goodman

Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens.  Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for.  Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.