CREview Ep. 31

Real Estate Marketing in a Recession: How to Stay Ahead

Josh and Dylan make the case for maintaining marketing investment during a recession, since going quiet risks losing market share to visible competitors.

Key Takeaways

Cutting marketing entirely during a recession risks losing market share to competitors who continue staying visible.

If budgets must shrink, shift focus toward brand awareness rather than lead generation, since audiences may not be in active buying mode during a downturn.

Analyze the past 12 months of channel performance to identify which activities have genuinely driven ROI before deciding what to cut.

Brand awareness advertising typically costs less than lead-generation advertising, making it a more efficient use of a reduced budget.

Companies that stay visible through tough economic periods tend to be top-of-mind when buying power returns, giving them a durable competitive advantage.

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Frequently Asked Questions

Should companies cut their marketing budget during a recession?

No, cutting marketing entirely during a downturn risks losing market share to competitors who continue staying visible, leaving you in a worse competitive position once the recession ends.

What should marketing focus on during an economic downturn?

Brand awareness rather than lead generation, since audiences may not be in an active buying mindset during a downturn, and awareness advertising typically costs less than lead-generation campaigns.

How do you decide what marketing to cut if budgets shrink?

Analyze the past 12 months of channel performance to identify which activities have genuinely driven ROI, and cut the channels that have underperformed rather than reducing spend across the board equally.

Why does staying visible during a recession matter for the long term?

Companies that remain visible through a downturn tend to be top-of-mind once buying power returns, giving them a durable competitive advantage over competitors who went quiet.

Is there historical evidence that investing during a downturn pays off?

Research referenced from Harvard Business Review suggests difficult economic periods can present real opportunities for companies that keep investing strategically.

What type of advertising costs less during a recession?

Brand awareness advertising typically costs less than lead-generation advertising, making it a more efficient use of a reduced budget.

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