I'm trying out new marketing techniques like putting ads in different publications than usual and have been active online (ex: Trulia Voices). I've also been getting involve with and donating to local events. I think giving back to the community is always well-received and I like being involved in my area.
I try to avoid what everyone else is doing, because I don't want to get lost in a pile (ex: postcards are huge here, but everyone does them and it's not overly cost-effective so I'm staying clear for now). I've noticed multiple agents taking out TV ad spots, which was not the case before.
I think online interaction is effective and being a resource. I've had multiple people reach out to me via Trulia, not for my ads, but for my contributions to my blog and Q&A. It helps to prove you are competent, know the area, are invested in the business and can stand out from the pack.
Best of luck!!!