Successful marketing starts with knowledge
The property market is currently volatile and is rapidly changing. And the quicker it changes, the more important it is for Estate Agents to be crystal clear in defining their target market. A deep understanding includes far more than being aware of clients’ demographics. Well-considered insight into what influences and shapes the lives of prospective buyers is essential if UK estate agents want to successfully market and grow their businesses. Such insights may include:
- Having good insight into the generational cohort which currently dominates the domestic property market.
- Anticipating which segments of the UK population will yield property market growth in the next five years.
- Being informed as to what socioeconomic and political factors are currently impacting the property market.
- Understanding what obstacles want-to-be homeowners may face over the duration of their mortgage repayment term.
- Keeping up with how buyers in the UK go about the journey to becoming a property owner.
Successful marketing hinges on fishing where the fish are
Recent surveys have predicted that millennials – aka Gen Y – will be the largest property buying segment in the UK in 2025. Gen Z have also started to enter the property market. According to an article published by EstateAgentTODAY in January 2025, “30% of Gen Z savers are hoping to become homeowners.” The article continues as follows:
“When it comes to saving, many members of Gen Z show a strong sense of financial responsibility and are focused on saving for a variety of financial goals. The most common of these is to buy a home: 29% of 18–27-year-olds are planning to buy a property within the next three years.”
What are the 5 key marketing trends estate agents can’t afford to ignore in 2025?
Millennials and Gen Z have in common that they are digital natives. It makes sense that AI is becoming a cornerstone of estate agency marketing – from providing key insights to automating lead generation to being a creative tool in creating more personalised and impactful marketing campaigns.
The following 5 digital marketing trends are all AI-powered and have the goal of creating a more tailored and engaging experience for potential buyers while still maximising marketing reach.
- AI-powered personalisation
Using AI-enhanced software to rapidly analyse client data will allow agents to present individual clients with highly customised property recommendations, communication and marketing collateral.
What is the benefit?
- By analysing the massive amounts of data that show market trends, AI can predict which properties are likely to be of interest to specific buyers, allowing agents to be more targeted and proactive.
- AI can analyse a particular client’s demographics, online behaviour, and past searches to provide specific insights and highlight properties that closely match their desired amenities and location.
- Hyperlocal targeting with geofencing
Precisely targeting potential property buyers within specific geographic areas using geofencing technology allows estate agents to deliver location-relevant property listings and marketing messages.
What is the benefit?
- Geofencing enables agents to create virtual boundaries around specific suburbs, neighbourhoods, streets, or even individual properties, ensuring that ads only reach the people physically located within the targeted areas.
- By understanding the characteristics and amenities within a local area, estate agents can tailor marketing content to highlight the unique features that will appeal to prospective residents of that neighborhood.
- AI-driven lead generation tools
In the realm of data analysis and client profiling, utilising AI-enhanced software to identify and qualify potential leads allows agents to automate lead nurturing campaigns and easily optimise outreach strategies to improve their lead conversion rates.
What is the benefit?
- AI can analyse wide-spread online behaviour, including property searches, social media interactions, and website visits to create a detailed profile of potential clients, providing the insights that lead to well-targeted marketing strategies.
- By identifying particularly qualified leads, agents can focus their efforts on prospects with a higher likelihood of conversion.
- Social media live streams
Live video features on social media platforms like Facebook and Instagram allows estate agents to host live virtual property walkthroughs and answer questions in real-time.
What are the benefits?
- Connecting directly with potential buyers who are not local or are time-strapped so that they can tour a property online with a personalised tour is a great way to connect with clients and showcase a property. Agents could even have allied experts with them to answer questions.
- Showing off a neighbourhood to showcase what it’s like to live in an area and highlighting desirable features or local attractions – from great coffee shops to local parks or the proximity to schools – can help to close a deal.
- Immersive virtual tours
Creating high-quality, interactive virtual tours that allow potential buyers to virtually explore properties in detail, even remotely, enhances engagement and accessibility.
What are the benefits?
- Giving a comprehensive, upfront view of a property means virtual tours can attract more qualified buyers who are seriously interested in the property.
- There’s a competitive advantage. Agents who provide immersive virtual tours can differentiate themselves from competitors and stand out in the market with both sellers and buyers.
Sophisticated marketing initiatives at everyone’s fingertips
These 5 digital marketing trends are important in the way that they allow both small and medium-sized estate agencies the wherewithal to be able to personalise marketing and the client experience. They also support effectively reaching a broader audience – expanding the potential buyer pool more effectively than many traditional methods. They lead to improved efficiency as AI automation can streamline lead generation and marketing tasks, saving time and resources. And finally, they provide better data-driven insights where the post campaign evaluation of digital marketing efforts allow for precise strategy adjustments. In a competitive market, leveraging AI isn’t just an advantage—it’s becoming a necessity for staying ahead.
Virtual Assistants lead the way
The beauty of taking on a tech-savvy Virtual Assistant to handle your digital marketing is that they are up-to-date with the latest technology and trends. They are conversant with appropriate software and how to use technology to streamline and improve various aspects of the real estate industry, including buying, selling, marketing and managing properties. AI powered technology in a skilled VA’s hands could be the secret sauce that takes your estate agency to the next level in 2025.
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