The Future of Property Marketing: Top 5 Trends for 2025

At the close of last year, we discussed our forecasts for the media industry in the coming year. However, what implications might these trends have on the property market specifically? Our expert team have identified the critical trends and have compiled a summary of the 5 ‘must have’ requirements for the property market in 2025.

1. Understanding Your Customers & Audience Segmentation

In today’s rapidly evolving market, understanding your customers is more crucial than ever. Gone are the days when a one-size-fits-all approach could suffice. To deliver an effective marketing strategy, you need to delve deep into the nuances of your audience. This means recognising how preferences can vary by age, region, or even housing type. Advanced audience segmentation is becoming a major trend, allowing marketers to develop highly personalised strategies that resonate with specific customer segments. This data extends beyond basic demographics, encompassing life events, online behaviour, media consumption interests, and shopping habits. By leveraging these insights, businesses can create more targeted and effective marketing campaigns.

2. Personalised Customer Journey

Personalisation is no longer a luxury; it’s a necessity. With advancements in artificial intelligence and data analytics, personalised communications have become more accessible and cost-effective. Customers now expect brands to understand their unique needs and preferences. In fact, 76% of consumers prefer to buy from brands that personalise their experience, and 83% are willing to share their data for a more personalised experience. Personalisation can range from creating website content around customer interests to dressing showhomes with products that appeal to the target audience. Simple tactics like adapting media channels based on the audience, focusing retargeting efforts on engaged users, and changing creative messaging based on user behaviour can significantly enhance the customer journey.

3. Greater Automation

The delivery of personalised content and customer journeys relies heavily on advanced automation and AI. As technology continues to evolve, these capabilities are becoming more accessible and affordable for advertisers. Automation allows marketers to anticipate user needs at each stage of the customer journey and execute personalised strategies effectively. Customer Data Platforms (CDPs) are expected to grow significantly, helping businesses collect, unify, and manage customer data from various sources to create a comprehensive view of each customer. This growth is driven by the increasing importance of first-party data, the deprecation of third-party cookies, and the need for personalized customer experiences.

4. Use of Zero, First, and Second Party Data

Data integration is essential for delivering personalised content and customer journeys. First-party data, gathered directly from customer interactions, provides comprehensive insights into behaviour and preferences. Zero-party data, voluntarily provided by customers, offers additional valuable information. By consolidating this data with advertising platforms, businesses can develop highly targeted and relevant marketing campaigns. Integrating first-party and zero-party data enhances the tracking and measurement of ad performance, facilitating continuous campaign optimisation and resulting in more efficient use of advertising budgets and a higher return on investment.

5. Flex Your Messaging by Audience

Understanding audience segments and using various media channels to communicate with distinct audiences is crucial. Consumers are becoming more discerning about where they engage, and they expect brands to meet them where they already are. For instance, Gen Z consumers prefer TikTok for product discovery but turn to Instagram for customer care. They also engage more with shorter form content, making it essential for brands to tailor their messaging accordingly. By thoroughly understanding your audience and flexing your messaging based on their preferences, you can implement a genuinely tailored and bespoke marketing strategy.

As we look ahead to 2025, these trends underscore the importance of staying agile, innovative, and customer-focused in the property market. These insights were drawn from our in-depth discussions during our recent property webinar, where our experts explored the future of marketing in the sector. For a deeper dive into these topics, including actionable strategies and expert predictions, you can download our comprehensive whitepaper here.