Digital marketing trends for estate agents to watch out for in 2025

As we approach the end of another year, this seems a good time to look ahead to the digital marketing trends that will have a big impact on estate agents in 2025.

For the past couple of years, the prominence of artificial intelligence tools has figured increasingly in most marketers predictions. But while AI isn’t going away any time soon, there are other trends to consider, not least the continued need for personalisation in your approach with tools to help you direct your outputs to ever more niche and local audiences.

We look into our digital marketing crystal ball for a taste of some of the trends estate agents need to look out for in 2025.

1. The (continued) rise of AI

Over the past year, more and more digital marketers have integrated AI into their toolkit for a wide range of uses – from chat bots for customer contact 24/7, to applications like ChatGPT that create content in seconds and instant ways to sort and process data.

Expect more from AI next year as developers seek to increase the sophistication of their offering. It’s important to keep on top of developments to avoid being left behind. But always be aware that there are downsides to relying on AI too heavily. When it comes to content creation, AI still has a way to go to equal the quality of a well-thought-out blog that addresses customer intent.

2. Location-based marketing

Real estate is a sector that benefits greatly from a location-based marketing strategy. People are looking to buy, sell and rent houses in specific locations, so digital tools that reach these local customers are in growing demand.

We predict local SEO will grow in importance with essentials like Google Maps and Google Business becoming ever more useful. To get ahead, develop your local SEO strategy and keep on top of your Google Business Profile, using it like a social media platform to talk about your business, add photos and respond to comments and reviews.

3. Content marketing and SEO

We’ve been saying it for a while, but content is still, undeniably, king. Creating quality written and video content that answers customer queries is as valuable as ever whether you want to build brand recognition, enhance your reputation or connect with new markets.

What’s new is an increased need to make your content seamless across all your platforms and outputs, so that every encounter gives your customer the same experience, whether they’re viewing your social posts, reading your blog or chatting to one of your staff by phone. This trend can only grow in prominence next year.

4. Video content

Video has been the way to go to go for better engagement with your customers for a while with increasing numbers citing it as their preferred way to learn more about brands. They don’t, however, just want a sales pitch. Video content which is useful and informative is key in 2025, so use video to educate your audience in the same way as you would with a written blog. Do a walk through a property covering everything you need to get your property ready for sale, for example.

Working user generation into your video strategy would be a great way to connect with potential customers in the coming year.”

Over the past couple of years user generated content has been prized by customers because it feels relatable, authentic and trustworthy. Working user generation into your video strategy would be a great way to connect with potential customers in the coming year.

5. Voice-search optimisation

Smart speakers and voice assistants like Alexa, Google Assistant and Siri have been around for a while but as adoption of this search method increases, you need to factor voice into your SEO strategy. To optimise your content for voice, look at keywords and queries which more closely match natural speech and take a conversational tone. Focusing on local SEO can also help you capture this audience.

6. Influencer marketing

Love them or hate them, influencers are still around and can be a powerful draw to a brand. As with much of digital marketing, the influencer sphere has become more niche with the rise of so-called ‘nano’ or ‘micro’ influencers. These are influencers with a smaller but more targeted following of engaged customers. Consequently, their endorsements are seen as more valuable than those with a blanket following. Some micro influencers have strong community ties – useful for real estate businesses grounded in local areas.

Whatever new trends come along in 2025, remember that it all starts with your customer. Only by understanding the specific audiences you want to target and nurturing your relationship over time will you truly attract new business, grow your brand and remain competitive. While it’s fine to sample new trends for emerging technologies – always make sure you have the basics right first.

Need help with the planning and execution of your digital marketing in 2025? Book a call with Nelly at www.artdivision.co.uk