Have you ever wondered whether Digital Marketing is just a waste of time?
You may have tried a few marketing tactics for your real estate business, such as boosting a post on Facebook or sending out an email. Maybe nothing happened.
No calls, no visits, no sales. It is easy to walk away thinking, “This stuff doesn’t work.”
The truth is, many business owners feel like real estate online marketing is just a buzzword. They put time and money into online efforts, and when the results are unclear or slow, it feels like the whole thing is a waste.
But here is the real picture: 97% of homebuyers used the internet to search for properties in 2024.
That number is growing.
If your online presence is weak, you are missing the biggest pool of buyers. Real estate marketing trends are not just trends. They are how the business works now.
Why Real Estate Marketing Is Evolving in 2025
Most Buyers Start Online
You probably think buyers begin by calling an estate agent or walking into an office. But that is not how it works anymore.
Most people start their search online, often on their phones. They scroll through listings while on their lunch break or lying in bed.
If your property listings are not easy to find and clearly presented, you will never hear from those buyers. That is the reality of real estate online marketing today.
Tech Has Changed What People Expect
You may not realise how much platforms like Rightmove, Zoopla, and even Instagram have shaped people’s standards.
Buyers now expect filters, photo galleries, and virtual tours. If your listing looks outdated or lacks these features, they will move to your competitors.
Digital marketing services for real estate is now about meeting the new expectations buyers have learned from everywhere else they browse.
Marketing Tools Are Getting Smarter
Marketing used to mean posters, signs, and word of mouth.
Now, it means being able to see who viewed your listing, what pages they clicked, and how likely they are to enquire.
Now everything runs on data, not guesses. There is a precise strategy to modern online marketing and the tools are better than ever.
10 Powerful Digital Marketing Trends Transforming Real Estate in 2025
The beauty of digital marketing for real estate is that it works for you even when you’re asleep. These are some of the stand-out trends you should track.
1. Video Marketing
Listings with just photos feel static. Video brings a home to life.
The aim is to give potential buyers a real sense of how the space flows, where the light comes in, how rooms connect, and what the garden actually looks like from the back door.
Even a 45-second walkthrough can turn a casual browser into someone picturing themselves living there.
In 2025, buyers expect more than still images. Real estate marketing trends now show video as one of the most engaging formats.
A simple smartphone video, taken in landscape mode with good lighting and minimal background noise, is enough to make your listing stand out on real estate portals and your website. It does not need to be perfect. It just needs to feel genuine.
Platforms like YouTube, Facebook, and Instagram also reward video content with more visibility.
If you consistently post these videos and use the right property keywords, your chances of showing up in buyer searches increase.
2. Social Media Marketing
Posting your listings on your company’s Facebook page is no longer enough.
Let’s face it, only a small percentage of your followers will ever see an unpaid post. That is why most real estate marketers turn to paid ads.
Social media marketing lets you target homebuyers and sellers based on location, age, income, interests, and even recent life events like getting married or having a baby.
These are all indicators someone may be looking for a new home. For example, you can show a three-bedroom family home in London only to local parents aged 30–45 who recently searched for schools.
In 2025, Facebook and Instagram ads also integrate better with property feeds. You can show multiple homes in one scrolling ad (called a carousel), or even promote short video walk-throughs. Every click can be tracked. You will know how many people viewed your ad, clicked to your website, or messaged you and you can adjust accordingly.
Partnering with a professional SMM agency can help you design high-converting campaigns, manage ad spend efficiently, and stay ahead of algorithm changes—giving your real estate brand the competitive edge.
3. Voice Search Optimisation
A growing number of people use their voice to search instead of typing. Mostly, they use mobile devices or smart speakers.
They do not search with stiff phrases like “property Derbyshire 3 bed.” They say, “Show me houses under £300K in Derbyshire with a big garden.”
This shift in how people search has big consequences for your website. If your content only contains robotic, keyword-stuffed text, it may not show up in voice searches.
You need to write listings and pages in clear, natural language that matches how people actually talk.
For example, instead of “detached property with ample green space,” your listing might say, “This three-bedroom home comes with a large back garden, perfect for families.” That phrasing is closer to what buyers say aloud when searching.
Voice search optimisation is about clarity and relevance. You do not need to stuff in keywords.
Just make sure the content flows naturally, includes common question formats and reflects real buyer queries.
4. Personalised Emails
Be honest. You don’t like generic newsletters either.
A person would want to see listings in Manchester if they are looking for a place in London. It’s annoying to get updates on luxury flats if you are hunting for a rural fixer-upper.
Today, email tools allow you to tailor your messages. These are usually based on what people looked at, clicked on, or requested in the past.
Simply put, it’s based on listening to what people actually want.
That’s why they’re a top part of digital marketing for real estate strategies.
Let us say someone visited three listings for new-build family homes in Cheltenham. Your email can automatically show them new listings in that same category.
Suppose they downloaded a guide about getting a mortgage. In that case, you can follow up with useful tips or links to local advisers. For those who don’t know, this is personalised email marketing.
Emails should be more like helpful suggestions than hard sales pushes. It may surprise you, but personalised emails have a much higher open and click rate than mass emails. This means more replies and more viewings booked.
5. Virtual Tours
A photo shows a room. A virtual tour shows the home.
Your buyers can walk through the property from their phone or laptop. They can pan around, zoom in on details, and explore at their own pace.
This has a big impact on how committed someone feels before even booking a viewing.
Virtual tours are especially useful for out-of-town buyers, overseas investors, or anyone short on time.
It also cuts down wasted viewings. Think about it, only serious buyers who already like the layout are likely to book in-person visits.
You do not need fancy VR equipment to create a virtual tour. Many smartphone apps and 360-degree cameras now offer affordable ways to do this.
Once uploaded, these tours can be embedded in your website, shared on property portals, or linked in emails. It gives your listings a clear edge.
6. Virtual Staging
Empty homes do not sell as well-furnished ones. Buyers struggle to visualise scale, purpose, or how furniture might fit in a blank space.
It’s true; staging with real furniture takes time and money. That is where virtual staging comes in.
You email crisp photos of every room, and an app inserts realistic furniture, rugs, lighting, or decor. It’s possible to give a small living room a cozy, lived-in look, or a bed room an open, welcoming feel.
In 2025, staging virtually has become more frequent and more accepted by customers. Just be honest and use accurate labels.
The intent is not to deceive anyone but to show them the property’s potential.
Virtual staging brings listings to life on the internet and allows buyers to visualise living there more easily.
7. Chatbots
Your potential clients are likely to browse homes outside of business hours — evenings, weekends, and during lunch breaks.
But if no one is available to answer their questions, they move on. A chatbot bridges the gap. It resides on your website and responds with simple questions in a flash.
It can inform prospective clients whether a property is still on the market, give details on the council tax band, or speed up the process of booking a viewing.
Plus, it captures contact information and informs your team if someone is seriously interested.
New chatbots are more intelligent than older versions. They can link to your property database, respond in a friendly manner, and even pass on complicated questions to a human. Some chatbots are AI-based, but even basic ones enhance interaction greatly.
8. SEO for Local Search
Consumers do not look for “homes for sale.” They look for particular locations — “2-bed flat Peckham close to the station” or “family homes Bath under £500K.”
If your website isn’t appearing when individuals look for phrases like these, you are losing out on organic traffic.
Without online property listings optimisation, even your best property can go unseen.
Search engine optimisation (SEO) helps your site appear higher in Google’s results. But for estate agents, it is all about local SEO.
That means making sure your area pages, listings, and blog content mention relevant suburbs, transport links, school catchments, and price points.
Other than that, your website should load quickly, be mobile-friendly, and include proper titles and descriptions.
This is where bespoke SEO services make a real difference—tailoring your optimisation strategy to target the right local keywords and attract high-intent buyers.
Agents who invest in local SEO get consistent, high-intent traffic. This is one digital marketing strategy that builds your visibility in a way that no paid ad can match.
9. Retargeting Ads
Ever browsed a property, then seen it pop up again later on another site?
That is retargeting.
It works by placing a small tracking code on your website. When someone views a property but does not act, the system shows them that same property (or a similar one) later as they browse the web.
This technique is powerful because it targets warm leads (people who have already shown interest but have not taken the next step).
Maybe they got distracted. Maybe they needed a little more time. Retargeting gives them a gentle reminder.
These ads follow users across news sites, YouTube, and social media.
It is a key part of real estate online marketing that keeps your properties top of mind.
They can even be personalised: “Still looking in Fulham? See what just got listed.” One advantage is that the cost is low compared to first-time ads, and the conversion rate is higher.
Retargeting helps you make the most of the traffic you already get.
10. Automated Lead Scoring
Not every online enquiry is worth chasing.
Some people are just browsing. Others are serious buyers.
The problem is it’s hard to tell who is who when all you have is a contact form. Automated lead scoring is helpful here.
It is designed to track user behaviour. Things like, how many listings they viewed, whether they opened your emails, if they requested a brochure or booked a tour.
The system then gives each lead a score. Then, all you have to do is focus your attention on the ones who show real signs of interest.
Suppose someone viewed the same property three times, clicked on the mortgage calculator, and opened your last email. It is clear they are more serious than someone who bounced from your site after ten seconds.
Automation of this kind helps your sales team spend time where it counts. It does not replace human judgment, but adds another layer of clarity in how you prioritise your pipeline.
Must-Have Tools for Real Estate Digital Marketing
CRM (Customer Relationship Management)
When you need to see who contacted you, what property they looked at, and when to follow up, a CRM looks after all this. It keeps everything organized.
Without a CRM, it is hard to remember which lead asked about what or when you last spoke to them. A good CRM saves time and stops things from slipping through the cracks.
Email Marketing Software
If you send all your clients the same promotional email, you are not using this marketing tactic to its fullest.
Platforms like ActiveCampaign or Mailchimp let you group your leads and send targeted emails.
Someone interested in a new house should not be getting updates about fixer-uppers. Email software helps you send the right message at the right time, which leads to more responses.
Video Tools
You do not need to hire a videographer.
You can record, trim and enhance property walk-throughs on popular tools like Canva, InShot, or CapCut.
Add subtitles and background music, or just make it look clean and professional. These tools are easy to learn and make a big difference in how professional your listings feel.
Real Estate Automation Tools
Since real estate is quite a hectic industry, it helps to have just one system that combines CRM, email, chatbots, follow-ups and so on.
This level of automation is useful for a bunch of tasks like completing repetitive work, sending alerts regarding hot leads, and, of course, ensuring your listings are up-to-date across platforms.
The best part is that these tools are made specifically for estate agents, so they fit how you work. You don’t need a tech background to use them.
Winding Up
As a busy real estate professional you may not have had time to think about marketing efforts for your business.
You may not realise how much the marketing side of real estate has shifted in the last few years. The truth is, most buyers today do not want to wait for an estate agent to explain things. They want answers online, they want to see the space, and they want to feel confident before they ever pick up the phone.
They are judging your website, your listings, your photos, and your videos. These first impressions are happening online and often within seconds.
That is why keeping up with real estate marketing trends is not optional anymore.
This does not mean real estate professionals are less important. It means your first conversation now happens online. Unfortunately, if your digital presence is weak or outdated, that conversation never starts.
Luckily for you, Webskitters is the go-to agency when it comes to digital marketing for real estate.
All you need to do is have a conversation with our experienced marketers, and you’ll begin your journey to real estate dominance.
