It feels like everyone is trying something new in real estate marketing: new platforms, new tools, new buzzwords. AI, automation, personal branding, influencer marketing, lead funnels -  it’s all moving fast. There are Instagram accounts that not only have hundreds of thousands of followers but also generate real ROI - one such account reached over $100 million in real estate transactions.

Marketing is meant to help sell homes and build trust, but the way it does this changes so rapidly that it’s almost like it’s having a full-on identity crisis. How often have your customers checked a newspaper for available homes? How would it be for them to see a property in 2D or 3D before coming to  a visit? 

These two tactics alone sit at opposite ends of the marketing spectrum. And it’s not that either is wrong: in fact, we might be seeing things come full circle, with some developers saying that what drives their sales is still print!

And it’s not just the marketing that’s changing, it’s the offering itself. We’re seeing far more amenities in hotels and apartments, aimed at Gen Zs and Millennials who care deeply about sustainability, community, and lifestyle features.

The way we build and market is evolving, especially in how it creates a new type of experience. The customer journey has become more complex, with multiple touch points - before, during, and even after the sale.

The way developers interact with their buyers - to promote their assets, answer questions, close deals, and nurture relationships post-sale - has to change, not only because customers expect it, but because the technology now enables it.

It’s still possible to sell through out-of-home advertising or magazines. But now it’s also possible to sell through Meta, Google, online platforms, and influencers. Sales agents can still work with pen and paper or their phone, but integrated systems now make the entire process seamless: from sending automated email campaigns and tracking leads to generating financial reports, creating 2D campaigns, and providing post-closing support.

This is our vision for the future of the built world: marketing and sales processes that mirror the experiences new buildings offer their buyers. And to support this transformation, developers and their teams will need digital solutions that are simple, clear, and easy to use and integrate.