5 emerging trends in real estate marketing in 2025

Are you delivering the most effective real estate marketing strategies to grab potential buyers? To maximise leads and sales from your campaigns, you must stay up-to-date with emerging real estate marketing trends.

Staying ahead of these trends isn’t just beneficial – it’s a crucial step in optimising your activities for accurate targeting and continuous growth. The property market is being defined by heightened competition among estate agents and rapidly shifting consumer expectations, where buyers want to gather more information about your agency from online research and have seamless property booking experiences.

To give you clearer direction on how to adjust your strategies, we’ll discuss five key real estate marketing trends to capitalise on and how software like Mediahawk can facilitate this.

Why staying ahead of real estate marketing trends is important in 2025

The real estate industry has always been competitive, but with buyers shifting towards a more digital-first approach, it has fundamentally changed how properties are marketed and sold.

Today’s buyers expect more fully immersive digital experiences before they even set foot in a physical property. Alongside this, sellers evaluate agents based on their technological capabilities and marketing reach.

This emphasises the importance of effective digital strategies and online campaigns. Estate agents who still rely primarily on traditional marketing methods are finding themselves at a significant disadvantage.

Whether it’s property searches, enquiries, or virtual tours, digital-first behaviours are becoming the key driving force behind leads and sales in real estate. So what can your estate agency do about it?

Let’s look at some pivotal real estate marketing trends and how the right technology adoption – like call tracking software – allows you to win more listings, generate higher-quality enquiries, and create seamless experiences that turn clients into advocates.

1. Boosting local visibility and engagement with hyper-personalised SEO

In an increasingly crowded market, generic marketing approaches with no real focus won’t have the right impact. One of the best places to start and cut through the noise is leveraging hyper-personalised and localised SEO strategies that connect with potential buyers more effectively.

Optimising your Google Business Profile

Google Business Profiles (GBPs) aren’t just key to effective marketing, but are a vital part of a potential buyer’s first impression of your estate agency.

GBPs have evolved from simple directory listings to lead-generation features that act as an ideal first-touchpoint in the customer journey. Also, many buyers will have location as a prerequisite when choosing an agency, so an up-to-date profile minimises funnel drop-offs in the buyer journey and non-valuable leads.

You should optimise your GBP with:

• Regular posts featuring new properties and market updates
• Comprehensive service descriptions with location-specific keywords
• High-quality photos and virtual tours
• Consistent responses to reviews
• Accurate business hours and contact information

On top of that, use a static number on your GBP and add Urchin Tracking Module (UTM) tags to your website link. This will reveal the specific journeys of customers who visit your website from GBP, revealing the true value of your profile in driving enquiries, leads, and sales.

Delivering hyper-personalised campaigns

The most successful estate agents tailor their digital ads, emails, and landing pages to precisely align with property types, buyer demographics, and locations. This goes beyond simple segmentation and creates truly individualised experiences that are likely to convert prospects.

A great way to increase the impact of this is with speech insights. Speech Analytics software will highlight specific keywords and phrases used in phone conversations so you can drill down on the exact property types and locations that are of interest to certain demographics (single buyers, couples, families, etc.).

By gathering these in-depth insights, you’ll be able to adjust your campaigns to target prospects more accurately.

2. Using video and virtual tours to create immersive property experiences

Another rapidly growing real estate marketing trend is the use of immersive video content. Buyer expectations continue to evolve, and static images alone are no longer sufficient to generate strong interest in properties. Videos and virtual tours are the answer.

The rise of 3D tours and drone footage

Today’s buyers expect to view high-quality digital previews of properties before arranging in-person viewings. Comprehensive virtual experiences, such as interactive 3D tours that allow potential buyers to “walk through” properties at their own pace are in high demand.

Properties with immersive video content provide a stronger, more emotional connection between the buyer and the property. You can use call tracking software to measure the number of enquiries and bookings received for each property listing, and then assess the styles and types of video content used to determine which is most effective.

Improving engagement with video

Beyond virtual tours, leading estate agents are also leveraging video content throughout the customer journey. This can include things such as agent introduction videos that build trust and familiarity, as well as property highlight reels for social media and email campaigns.

Marketing your properties with professional videos will also mean your leads are typically better-qualified, resulting in fewer wasted viewings and faster sales cycles.

3. Streamlining lead management with AI and automation tools

Artificial Intelligence (AI) is constantly evolving every sector, and real estate is no different. Time is perhaps the most valuable commodity for busy estate agents, which is why using AI-powered software to automate processes is revolutionising how agencies manage leads and nurture prospects. This real estate marketing trend is allowing agents to focus on high-value activities while ensuring no opportunity falls through the cracks.

Chatbots and instant replies

Your agency can now deploy sophisticated chatbots to perform a range of tasks that were once upheld by customer service teams. The chatbots can:

• Answer common queries regarding properties and services
• Schedule viewings and callbacks automatically
• Gather key information before a human follow-up
• Provide instant property recommendations based on buyer requirements

In real estate, response time can make or break a relationship, and AI automation ensures no leads go unanswered, even outside your standard business hours – significantly increasing your conversion rates.

CRM workflows and email sequences

Automating emails and customer relationship management (CRM) workflows has also become essential for keeping leads warm throughout buyer journeys.
CRM platforms can allow you to trigger email sequences based on specific property interests, automate follow-ups after viewings, and deliver re-engagement campaigns for dormant prospects.

Software like Mediahawk integrates seamlessly with your CRM platforms to create a smooth workflow of identifying, assessing, and nurturing leads to boost conversions. After implementing these CRM strategies, you’ll know exactly how each activity is performing and be able to measure the return on investment (ROI) of your campaigns in terms of buyer enquiries and viewing bookings.

4. Creating seamless customer journeys with omnichannel marketing

Property seekers don’t think in terms of channels. They simply expect a consistent and convenient experience regardless of how they interact with your agency. This is why having effective omnichannel marketing strategies is crucial, as well as being able to monitor and adjust them accordingly.

Aligning messaging across platforms

Property seekers will likely engage via multiple touchpoints, including property portals and aggregators, social media platforms, email communications, phone conversations, and website visits. As such, you need to make sure your brand and marketing messaging is consistent across all campaigns.

If you have a new offer you want to shout about, or you’re targeting a specific real estate marketing trend surrounding popular property types, make sure each touchpoint in the buyer journey is reflecting this.

Call tracking will reveal which channels are producing the most enquiries and valuable leads, allowing you to prioritise where your messaging should be most prominent.

Measuring performance across channels

To be successful, you need to have a cross-channel marketing analytics platform that lets you track the impact of your campaigns across different points in the buyer journeys.

For instance, the software will show you how many buyers are calling your agency after following a link to your website from a social media post.

Having clarity on how your channels are connected and how each marketing activity is driving prospects closer to a point of enquiring or booking is key to unlocking better campaign performance.

Without comprehensive cross-channel measurement, your agency risks misallocating marketing budgets and misunderstanding customer journeys.

5. Improving campaign performance with attribution and real-time analytics

The last of our top real estate marketing trends to utilise is accurate attribution and real-time analytics. As marketing budgets face increased scrutiny, estate agencies are placing greater emphasis on knowing which channels and campaigns matter most – i.e., those that generate qualified leads and sales.

Tracking high-intent phone calls

Phone calls remain the most qualified conversions for estate agents. What’s important is having the right software in place to merge your online and offline campaigns to reveal which calls are most valuable.

Many digital analytics platforms underreport or completely miss offline engagement. These blind spots are untapped opportunities. Certain campaigns might appear lacking since they’re not increasing vanity metrics like website traffic, but if you can see the impact of increased phone calls, then you know the true value of that activity.

Using real-time data to optimise campaigns

Leading estate agencies now demand immediate feedback on campaign performance. The ever-changing nature of real estate marketing trends means that monthly or even weekly delays before spotting an opportunity can mean significant losses in leads and property viewings.

Instead, you need a platform with:

• Real-time dashboards that highlight key performance metrics
• Automated alerts for significant performance changes
• ROI measurement for dynamic budget allocation based on real-time performance
• Instant notification when high-value leads engage

With real-time analytics, you’ll have the capabilities for immediate campaign adjustments that significantly improve lead quality and reduce wasted budget.

Final thoughts

As we navigate further into the year, these five key real estate marketing trends will continue to separate high-performing estate agents from the competition:

• Hyper-personalised SEO
• Immersive video experiences
• AI-powered lead management
• Omnichannel marketing
• Real-time attribution analytics

If you want to succeed in this environment, you need to adopt new marketing technologies and shift your approach to increasing prospect engagement in your campaigns. You need to gain complete visibility across both your offline and online touchpoints and bridge the gap, which will reveal critical insights for data-driven decision-making.