The end of the year isn’t just about wrapping up transactions and sending holiday cards. It’s also the perfect time to take a step back and look at your marketing efforts. Knowing what worked (and what didn’t) can help you start the new year stronger, smarter, and more focused.
Analyzing your marketing doesn’t have to be intimidating. Think of it like reviewing a sports season. You want to celebrate the wins, understand the losses, and figure out the plays that got the best results so you can run them again next year.
Step 1: Review Your Social Media Performance
Social media can feel like a whirlwind, but your analytics hold valuable clues. Look at your posts, videos, and stories to see which content got the most engagement. Was it market updates? Neighborhood tours? Tips for buyers or sellers?
Pay attention to comments, shares, and saves, not just likes. Engagement shows that people aren’t just scrolling past; they’re actually interested in what you’re sharing. Use these insights to guide your content plan for the year ahead.
Step 2: Examine Your Email Campaigns
Email marketing can be tricky if you’re only checking open rates. The real value is in clicks, replies, and conversions. Which newsletters got people to take action? Which emails had high unsubscribe rates?
Segment your audience and look for patterns. Maybe first-time buyer tips worked better for new leads, while market trend emails resonated with past clients. Knowing what your audience responds to is the key to creating smarter, more targeted campaigns in the future.
Step 3: Evaluate Paid Ads and Lead Generation
If you ran paid ads this year, don’t just look at impressions. Track which campaigns actually generated leads, and which were a drain on your budget.
Consider the cost per lead, conversion rates, and ROI for each ad. This will help you prioritize where to spend your money in 2026 and avoid repeating campaigns that didn’t deliver.
Step 4: Take Note of Your Wins and Misses
It’s easy to focus only on the numbers, but don’t forget the bigger picture. Celebrate what worked well, even if it was small. Maybe a single blog post drove more leads than expected, or a personal video connected with clients in a meaningful way.
Equally important is understanding what didn’t work. Was it a social platform you ignored? Content that fell flat? Ads that didn’t convert? Knowing what to drop or improve will save you time and effort next year.
Step 5: Set Goals for the Year Ahead
Once you’ve reviewed your data, it’s time to plan for 2026. Set actionable goals based on what you learned. Maybe it’s posting more video content, sending targeted email campaigns, or trying new ad platforms.
Use your year-end review to focus your efforts where they’ll make the most impact. A little planning now means less guessing later, and a stronger start to the new year.
Final Thoughts
Marketing isn’t just about posting and hoping for results. It’s about strategy, analysis, and learning from your successes and missteps. Take the time now to review your year, and you’ll enter 2026 with a plan that’s smarter, more effective, and way less stressful.
If you want a little extra help reviewing your marketing, Agent Social Haus makes it easy to track what’s working and what’s not so you can start the new year with a clear plan.
