Beyond the Algorithm

From Zoom buyers to Pickleball partnerships, how real estate is shifting from clicks to connections, and why your marketing strategy should, too.

By Noelia Ortega Inoa | Chartered Managers Canada

What Changed After 2020?

Remember 2020? The world turned upside down, and so did our approach to marketing.

Digital advertising exploded. Real estate businesses saw booming success through Google Ads, Meta campaigns, and SEO-heavy strategies. Virtual open houses, 3D tours, and slick video campaigns became the norm. And during that time, many digital marketers (myself included) were riding the wave of what I call “The Great Digital Boom.”

But once lockdowns lifted, something shifted.

People weren’t just looking for a house anymore. They were searching for a home, a lifestyle. They craved human connection, authenticity, and trust. And that shift? It turned the entire lead generation game on its head.

Why Aren’t My Ads Working Anymore?

This is a question I’ve heard from many small business owners: “Why has the quality of leads dropped?” The reality is simple: the market evolved, but many digital strategies didn’t.

Digital efforts that once yielded immediate results now fall flat unless supported by strong community engagement and brand trust. Sales today aren't driven by ads alone. They’re driven by relationships, reputation, and real value.

People Buy from People (They Know, Like, and Trust)

Gone are the days when one ad was enough to win a client. Today’s buyers, especially in industries like real estate, need to feel a genuine connection. They want to know you’re not just trying to sell them something; they want to know you care.

This is where networking becomes a game changer.

Build the Right Ecosystem (Not Just a Funnel)

Today’s successful businesses aren’t just running ads, they’re building ecosystems of value-driven connection.

In a marketplace where trust is everything, the goal is no longer to “convert” on the first click. It’s to show up consistently across multiple touchpoints, each one reinforcing your credibility and relevance.

Here’s what that ecosystem looks like in action:

• Educational and insightful articles that position you as a thought leader on your website

• Networking events both professional and recreational, where people can connect with you in real life

• Social media content that teaches, inspires, and builds a following (not just sells to it)

• Newsletters tailored to your audience’s pain points, providing solutions, insights, or inspiration

• Community-based channels like social media, WhatsApp, Telegram, or Eventbrite that foster real-time engagement

• Multimedia content like short videos or podcasts to deepen emotional connection and extend your voice

Each of these is a strategic touchpoint. And when they’re used in harmony, not isolation, they build brand trust, create authentic relationships, and fuel long-term sales growth.

It’s not about chasing clicks. It’s about earning confidence over time.

A Case Study in Action: WeLease Property Management

Let me introduce a great example: WeLease Property Management in San Diego. Named the Best Property Management Company by the San Diego Union-Tribune in 2022 and 2024, they operate in one of the most competitive real estate markets in North America, California.

Sure, they use newsletters, digital campaigns, and social media. But what makes them really stand out?

Pickleball.

Yes! Pickleball.

Their co-founders, Billy Colestock and Yesenia Nogales, created a series of Pickleball & Real Estate Socials for local realtors. These events are equal parts fun and strategic  blending recreation, connection, and education.

They’ve cultivated deeper relationships with realtors who refer property owners to them. Attendees leave with more than a business card, they leave with a memory and a sense of trust.

This blend of digital + human interaction is what creates long-term loyalty in today’s marketplace.

Referrals > Cold Emails (But Don’t Ditch Either)

Let’s be real: a personal recommendation still beats a cold email… every time.

That said, the smartest strategies blend both. Use digital to stay top-of-mind. Use real-world networking to build relationships. And when possible, do both at the same time, such as promoting an in-person event through your email database.

I’ve seen outstanding results from newsletters that don’t just “sell,” but instead deliver actual value and insights. When paired with personal interaction? Magic happens.

Let’s Stop Blaming the Marketers

One final, but essential reminder.

If your SEO company launches a review campaign, but your customer service is lacking, don’t be surprised if the results are underwhelming. Or, if your sales team doesn’t follow up on leads generated by digital campaigns, don’t point fingers.

The reality? Marketing success requires alignment across the entire organization.

• Are you offering a positive customer experience?

• Is your sales team trained to nurture leads?

• Do your digital and in-person strategies align?

Strong campaigns require collaboration, not just execution.

So, Noelia… How Do I Start Networking?

Great question.

Start where you are. For instance, CIM | Chartered Managers Canada is an incredible community, attend their events, engage with members, and aim to build real connections.

Here are a few tips:

• Set a goal. How many conversations or business cards do you want to collect?

• Do your research. Learn about the people or industries attending.

• Be genuine. Ask questions. Be curious. Follow up.

• Read “The Little Black Book of Connections” by Jeffrey Gitomer. It’s a timeless resource on relationship-building.

• Be culturally aware. If you’re a newcomer or international professional, take time to understand the communication norms of the region.

Final Thoughts: Balance Is the New Strategy

If you take one thing from this article, let it be this:

Success today isn’t about going all-in on digital or all-in on traditional. It’s about building meaningful, consistent, human connections, both online and off.

Let’s embrace the digital tools at our fingertips, but never forget the power of a handshake, a shared laugh, or a simple “how are you?” Your next client isn’t just looking for a service.

They’re looking for someone they can trust.

About the Author: 

Noelia Ortega Inoa, BBA, is a digital marketing project manager who helps realtors, property managers, and small business owners structure processes that attract and retain clients with real value. With 5+ years of experience, she brings creativity, clarity, and purpose to every project. A CIM, PMI, and SYPE member, she’s passionate about digital strategy that strengthens both systems and human connections.