2025 marks a pivotal time for estate agency marketing.
Marketing is advancing at a cracking pace – to the point that it is hard to keep up with changing consumer behaviors and new marketing technologies that make trend prediction, precision targeting and personalisation possible. To add to this complexity, today’s consumers have high expectations. They embrace brands that demonstrate authenticity, shared values, and that provide meaningful brand experiences that resonate with them on a personal level.
To meet these consumer expectations, estate agency marketing in 2025 is going to require innovation, agility and a focus on emerging digital trends. Here is a selection of insights that speak to consumer expectations in 2025, from marketing research company, Kantor1:
- People value individuality and variety more in this fragmented media landscape.
- In a connected world shaped by demographic shifts, inclusivity will continue to rise in importance as we see more people caring about it.
- People have grown accustomed to the dynamic social media landscape, and the bar is rising for what captures their attention.
- We predict that in 2025 marketers will [have to] pay more attention to data provenance. And there will be more need for transparency in consumer-facing uses of Generative AI.
- Sustainability and marketing must merge. So far, marketers have performed poorly in integrating sustainability effectively, creating meaningfully different propositions and communications.
- Communities are thriving in new ways. Today creators, rather than brands, are building those communities and aiming to establish trust.
How do these consumer requirements in 2025 translate into the nuts and bolts of a successful estate agency marketing strategy? Here are our 5 top tips for putting together a winning marketing strategy that will keep pace with consumers in 2025:
- Invest in personal branding
By investing in personal branding, estate agents can differentiate themselves, establish credibility, and nurture meaningful connections with their target market and clients. The desired outcome is to drive long-term success through:
- Establishing expertise: Beyond viewing listed properties, clients want guidance from professionals who demonstrate a deep understanding of the market and market trends.
- Nurturing authentic relationships: Trust forms the foundation of every successful client-agent relationship and clients will gravitate towards professionals they perceive to be reliable, ethical and understanding.
- Standing out in a crowded marketplace: By crafting a compelling, authentic narrative that illustrates their values, and vision, agents can stand out from the competition and capture the attention of their target audience.
- Prioritise lead-quality over quantity
By focusing on lead quality, estate agents can increase customer lifetime value. How? When setting marketing and sales goals, focus on strategies that attract serious buyers and sellers rather than casting the net wide. It is more cost-efficient to target the right prospects and so reduce wasted marketing spend on leads that will never convert. The outcome is improved conversion rates and better sales team performance. Plus high-quality leads are easier to convert to clients, which can improve sales morale and efficiency.
- Leverage your existing database
Generating more opportunities from existing databases underscores the importance of maintaining relationships with past clients and leads. Here are 3 ways to leverage an existing database:
- Nurture key leads: Segment your database and personalise communication for each segment. Regularly send them valuable information and share testimonials and success stories to showcase your expertise.
- Keep in touch with past appraisals: Stay in touch with past appraisal clients periodically. Send them updates on the value of their property and relevant market trends. Share resources that can help them improve the value of their property – and don’t be afraid to ask for referrals.
- Ask for testimonials: Share client testimonials in your email marketing campaigns, via social media posts, and on your website’s landing page. The more exposure testimonials receive, the more they will work to build trust.
- Diversify your marketing channels
A diversified marketing strategy is an approach where you leverage multiple marketing channels and tactics to reach different segments of your target market – some online and some offline. Research has found that Estate Agents who use five or more marketing channels to promote their listings double the average gross commission income compared to those using fewer channels. This highlights the importance of an omni-channel marketing approach when it comes to selling property. It is important to remember, even with target market segmentation, a diversified strategy aims to create a consistent brand message across all marketing channels. For example, it is essential to align advertising campaigns with social media content and email newsletters to reinforce your brand identity and enhance the overall customer experience.
- Be agile in your marketing strategy
Some marketing strategies will work, and some will not – and that is okay. Everything should be up for revision and it’s important to watch your marketing performance closely. Use real-time analytics to monitor your audience’s interactions with your marketing message and make immediate adjustments if need be. This agile approach will guarantee that your marketing stays relevant as client behaviours evolve. Encourage continuous learning within your marketing team where they stay updated on the latest digital marketing trends and customer data management practices – always with the customer in mind. In essence, all marketing endevours should start with the customer’s evolving needs and expectations in mind.
Planning and implementing a successful marketing strategy takes time and know-how. While it is critical to the success of an estate agency, it also requires routine daily input and oversight. The best way to benefit from a winning marketing strategy is to take on a Digital Marketing Manager who has the skill and experience to devise and manage it for you. This is where taking on a Virtual Assistance comes into play as the most time-efficient and cost-effective solution to maintaining an effective presence in the marketplace. This will free up your time to interact with prospects and turn them into clients – and close more deals.
