Property Marketing Has Changed: Here’s Everything You Need to Know
The property marketing landscape is evolving rapidly, and as we approach 2025, buyer behaviours and marketing strategies are transforming. Property marketers must adapt. Fortunately, our Residential Property Marketing Guide offers a comprehensive roadmap. In this blog, we’ll give you a snapshot of what’s inside, highlighting essential strategies that will shape your future campaigns.
The online buyer journey in 2025: triggers and barriers
To successfully market property developments, you must understand your audience. As buyers grow more cautious, recognising their triggers and barriers is key to crafting campaigns.
For owner-occupiers, financial pressures, including rising mortgage rates and tougher lending criteria, are significant barriers. Economic uncertainty leads many to delay purchasing, waiting for prices to drop. Some are unaware of the financial help available, adding to hesitation.
Despite these hurdles, life events such as marriage or the need for more space are still strong motivators. Many first-time buyers realise that homeownership is a smarter long-term investment than renting, especially as rental costs rise.
For investors, stricter government regulations and supply chain issues pose challenges. Yet, areas of regeneration and capital growth remain attractive for those seeking long-term returns. Investors are also drawn to buying properties near universities or locations set to appreciate in value.
By addressing these triggers and barriers in your marketing, you can better engage your audience and highlight the opportunities that exist despite any challenges.
Which channel serves which audience—and when?
Digital marketing is complex, requiring a blend of channels to create effective strategies. Gone are the days when Google Search Ads were enough—now, other platforms are offering precise targeting opportunities.
TikTok has emerged as a major player in property marketing, enabling marketers to sell the dream lifestyle through engaging videos, offering an ideal way to visually capture the essence of property developments. When running campaigns on these platforms, the focus is on building awareness and engagement, not immediate sales. Metrics such as impressions and website traffic show success at this stage.
By blending upper-funnel activities with mid and bottom-funnel strategies, you can nurture leads into sales-ready prospects, moving them seamlessly through their journey.
Content that motivates your buyers
Content remains king, but how you use it matters. Today’s buyers are more thorough, taking their time to evaluate their options. That means your content must keep your brand in front of them throughout their decision-making process.
By segmenting your audience based on their behaviour, you can tailor your messaging to their specific needs. Early-stage buyers might be drawn to aspirational content, while those closer to a purchase might respond better to financing options or limited-time offers. This tailored approach ensures your messaging stays relevant and engages your audience at the right moments.
Drive more leads with website optimisations
Launching campaigns is only the beginning. Continuous testing and optimisation are crucial to maintaining interest and learning what resonates with your audience. For instance, which performs better: carousel ads or videos? Does your website conversion rate perform better with a longer or shorter CTA?
Each test should be guided by a clear hypothesis, aligned with your marketing goals. By understanding which elements drive the highest engagement, you can refine your content and targeting, increasing lead generation and sales conversions.
Tracking the impact of your activity
As a property marketing agency, we know that most buyers start their property search online, so tracking the impact of your marketing efforts is critical. That’s why it’s essential to focus on key performance indicators (KPIs) that reflect true progress, such as lead quality and conversion rates.
Setting up a robust measurement strategy allows you to allocate resources effectively. If data shows that social media ads generate better-quality leads than search ads, you can shift your budget to maximise return on investment. Regular reviews of your campaign data help ensure you can adjust strategies as needed.
Take the next step
Property marketing is evolving, but with the right strategy, you can stay ahead. From understanding buyer triggers to optimising digital tactics, our Residential Property Marketing Guide provides you with expert insights on how to market property developments effectively.
Download the full guide today and unlock the strategies you need to take your property marketing to the next level.
