Real Estate Marketing Trends to Watch Right Now

Real estate marketing isn’t what it used to be…and that’s a good thing. If you’re still relying on flyer drops and generic listings, it’s time for a reality check. The industry is evolving at warp speed, especially in the multifamily sector (think apartment communities) and new property developments. In fact, 66% of multifamily professionals expect flat or lower marketing budgets this year, which means doing more with less. How do savvy marketers thrive in this environment? By embracing fresh strategies that break through the noise. Traditional real estate marketing doesn’t cut it anymore, and those who adapt will lead the pack. Let’s dive into the top marketing trends you should be watching right now (and yes, they’re a little bold – maybe even controversial enough to get people talking).

TikTok Tours & Viral Reels: Short Video Takes Over

Welcome to the age of 10-second home tours and swipe-stop apartment videos. Short-form video content isn’t just for dance challenges, it’s a powerhouse for real estate marketing. Platforms like TikTok, Instagram Reels, and YouTube Shorts have turned attention spans into a new battleground. The result? Properties showcased with snappy, authentic videos that leave viewers saying, “Tell me more!”

Why is video dominating? For one, people simply prefer it – consumers retain about 95% of a message when watching a video, versus only 10% via text. And video drives serious engagement. Listings with video receive 403% more inquiries than those without. Yes, you read that right – four hundred percent more interest. Yet surprisingly, only about 38% of agents use video in their listings, meaning early adopters can sprint ahead of the competition.

For multifamily marketers, short videos are gold. An on-site team can film a 30-second tour of the new co-working lounge or a day-in-the-life at the apartment dog park. These bite-sized clips humanize your property and are highly shareable, providing exactly the kind of thumb-stopping content that makes a prospective renter pause their scrolling. And it’s not just for lease-ups: new developments can tease progress (time-lapse of construction, anyone?) or showcase model unit walk-throughs with a fun, personal twist. The key is to be authentic and creative. Slick Hollywood-style ads are out; real and relatable is in. If an agent can crack a joke while showing off a kitchen’s smart fridge, all the better for memorability. In 2025 and beyond, short-form video isn’t just a trend, rather, it’s quickly becoming the price of entry for effective real estate marketing.

AI as Your 24/7 Leasing Assistant

If it feels like artificial intelligence is suddenly everywhere in real estate, that’s because it is. AI has graduated from a buzzword to a must-have tool in marketing strategy. Picture this: a prospective renter messages your apartment Facebook page at midnight, and within seconds an AI chatbot responds, answers their questions about availability, and even schedules a tour for them. No human leasing agent on call, no problem. AI-powered chatbots are handling those initial inquiries like champs, providing instant, round-the-clock responses that today’s on-demand renters expect.

But chatbots are just the beginning. AI is crunching data behind the scenes to supercharge marketing decisions. It can analyze huge datasets of renter behavior and preferences to help target the right audience with the right message. In fact, the majority of leading real estate brokerages (75%) have already adopted AI technologies to streamline their operations. The multifamily world is catching up fast. AI-driven algorithms can identify, for example, which amenities to highlight to certain prospects (families might see ads showcasing the playground, pet owners see the dog spa). This level of personalization was a pipe dream a few years ago; now it’s expected. Modern renters crave personalized interactions and recommendations, and AI is how you deliver it at scale.

And let’s not forget predictive analytics. AI can sift through market and economic trends to help predict rental demand or optimal pricing, giving marketers a data-informed crystal ball. It’s even being used to write marketing copy and social posts (though we promise a human wrote this blog… or did we?). The bottom line: AI isn’t here to replace real estate marketers, it’s here to make them unbeatable. By automating the tedious stuff and surfacing actionable insights, AI frees your team to focus on what humans do best: building relationships and creative strategy. Consider AI your new marketing sidekick that never sleeps, never takes a coffee break, and always remembers that Prospect #203 likes first-floor units and has a dog named Waffles.

Virtual Tours 2.0: Try Before You Buy (or Rent)

Remember when prospects had to physically visit a property to see it? How quaint. Today, virtual tours, 3D walkthroughs, and AR-enhanced previews are redefining “open house.” If you’re marketing a new luxury lease-up or pre-selling condos in a development still under construction, virtual tours are not just nice-to-have, they’re non-negotiable. Nearly 75% of potential buyers prefer listings with virtual tours before they ever step in person. And over half of buyers say they won’t even consider a property that lacks virtual images or tours. People want to try before they buy (or rent), and immersive tech makes it possible from the couch.

The good news: virtual tour technology has come a long way. We’re talking high-resolution 360° views, interactive floor plans, and even augmented reality staging (point your phone and see how that empty living room would look furnished). For multifamily communities, a slick virtual tour can let an out-of-state renter explore every amenity, zoom in on the granite countertops, and get a feel for the pool view at sunset. All without bothering your on-site team for a key. And for new developments, VR is a game-changer. You can showcase units before they’re built, generating buzz and pre-leasing units long before ribbon-cutting.

Perhaps most importantly, virtual tours expand your reach. They level the playing field between local and remote prospects, essentially shrinking the world. Someone relocating cross-country can virtually walk through five apartments in an afternoon, which means your marketing can capture leads from far beyond the local drive-by traffic. Plus, there’s a cost benefit: agents using virtual tours have seen time-on-market drop by as much as 31%, with lower staging expenses to boot. The message is clear, put on that VR headset or let prospects virtually wander through a 3D model. In 2025, if you’re not leveraging some form of virtual or augmented reality in real estate marketing, you’re leaving deals on the table.

Geofencing & Hyper-Local Ads: Goodbye Billboards

Controversial take: those big highway billboards shouting “Now Leasing – Luxury Apartments!” might not be worth the spend. Why blast your message to everyone driving by when you can target precisely the people who matter? Enter geofencing and hyper-local advertising, the modern marketer’s answer to “location, location, location.” Geofencing means using GPS or mobile data to set a virtual “fence” around a specific area and delivering ads to folks who enter that space. For example, you can serve a promo for your new apartment tower to anyone who steps into a competing property down the street or attends that big local college campus. Sneaky? Maybe a little. Effective? You bet.

Right now, geofencing is a bit of an underused secret weapon. Only about 17% of multifamily companies are using this tech so far. That’s going to change fast. Savvy marketers are realizing that pinpoint targeting yields better ROI than casting a wide net. Why pay for 10,000 random impressions when you could hyper-focus on 1,000 high-intent prospects nearby? It’s marketing moneyball. And it’s not just geofencing: broader location-based and data-driven targeting are on the rise. Think customized Google or Facebook ads shown only to people who meet your criteria (age, income, hobbies) and live within 2 miles of your property. Or using mobile ads (which shockingly, 87% of multifamily marketers haven’t leveraged yet) to reach renters on their smartphones during their daily routines.

Hyper-local also extends to content. Smart apartment marketers are creating neighborhood-specific blogs, local influencer partnerships, and community event sponsorships to boost their profile in the exact circles that matter. The philosophy is simple: get in front of your target renters where they already are. If only 5% of people driving by your billboard care about moving, that’s a 95% waste. But if you run a geofenced campaign around, say, large employers in your city or that trendy coffee shop district, you’re reaching an audience that looks a lot like your next tenants. In an era of tight budgets, this precision matters more than ever. It’s out with the spray-and-pray approach, and in with sniper-like marketing accuracy.

Selling a Lifestyle, Not Just Four Walls

Here’s a trend that’s more of a philosophy: the best real estate marketing today sells a lifestyle, not just a floor plan. This is especially true for multifamily communities and new developments. The unit itself – the hardwood floors, the quartz countertops – is important, sure. But what really makes someone sign a lease or put down a deposit is the promise of a better life in that space. Modern marketers are leaning into this, crafting campaigns that highlight community, experience, and even values.

One big angle is community-building. Smart property managers use social media not only to attract prospects but to engage current residents by showcasing resident events, fitness classes, pet-of-the-month spotlights, you name it. Why? It broadcasts a sense of community that draws in new renters (“Wow, I want to live somewhere that has monthly food truck nights!”). It’s marketing to two audiences at once, and it signals that the on-site team genuinely cares about their people. In an age where renters prize belonging and social connection, this strategy pays off. Prospects scrolling your feed see happy residents and vibrant community life, and they think maybe I’ve found my tribe.

Another lifestyle aspect is values-based marketing, for example, emphasizing sustainability and innovation. As eco-conscious living becomes mainstream, highlighting a building’s green features can be a winning strategy. Got solar panels, energy-efficient appliances, or a LEED certification? Plaster that across your marketing. Environmental responsibility isn’t just a tick-box; many renters will actively choose one property over another if it aligns with their values. Emphasizing these “green” perks isn’t fluff, it resonates with a growing segment of renters who want their home to reflect their commitment to the planet. Similarly, if your new development boasts smart-home technology or cutting-edge construction methods, talk about it. Renters and buyers love the idea of living in a place that’s ahead of the curve, whether it’s ultra-fast WiFi in every unit or a building app that lets you unlock doors and pay rent with a tap.