As 2024 winds down, we’re entering the time of year when every industry expert is forecasting the next big trends. Marketing in real estate is no different. While the influx of predictions can feel overwhelming, understanding the direction of these trends can give you an edge.
But to prepare for 2025, we must first unpack 2024—why certain trends unfolded the way they did and where they might lead.
Two years ago everyone was talking about the big trend of AI. Especially how it will change the SEO game. They’re still right—AI changes the SEO game. If we’re looking ahead, anyone who gives you a specific timeline for those changes would be lying. It could completely change the game in 12 months. It could be five years until people start using ChatGPT over Google.
It’s too early to tell. Consumer behaviour is changing but not as fast as some think.
A long-term trend is that a completely SEO-focused approach could be in trouble. Anti-trust issues in the U.S. are forcing changes in Google and their products. Consumers, especially younger ones, have realized how much search engines can be manipulated. They are turning to Instagram, TikTok, Reddit and others to get their answers.
If I said the trend for 2025 is a move away from Google, it would be dishonest. For 2025 it’s going to be as strong as it was in 2024 for those who know how to take advantage of it. A five-year horizon? What might SEO or Google Ads look like in the next decade? It could be completely different.
There are too many people turning to ChatGPT for answers for it to go unnoticed. It’s a trend worth watching in the long term. It has not yet changed consumer behaviour as it relates to real estate. Not enough to worry about yet.
For most of you, there are more impactful trends to consider.
So let’s talk about what you should focus on for 2025 from a marketing perspective.
AI-powered, not AI-centred
If I were you, I would not market myself as the AI Realtor. People don’t trust AI businesses as much. It’s impersonal, and for real estate, the personal touch makes a huge difference.
About ten years ago, e-signatures were finally allowed on paperwork in Ontario. I was running a paperless business so I started getting asked to do training sessions. So I travelled across the province teaching Realtors about going paperless.
The most common objection I heard? It would lead to Realtors not seeing their clients anymore in person. It would detract from the human element of being a Realtor. I argued that it would give you more time with your clients.
The same arguments started popping up with AI. The truth is it gives you more time with your clients. First-drafts are faster. Polishing of content happens faster. AI can do a lot of simple admin tasks on its own.
Your business should be enhanced by AI. This way you can spend more time doing what brings you business. Spending time with clients and potential clients. That’s who’s going to win next year, not those who advertise how much they use it to impress clients. It’s those who use it so they can spend more time with their clients.
Discovery feeds
You can thank TikTok for this one. They made discovery feeds popular. The trend was there already but they kicked it into overdrive. It was a lot harder to get results from your content when only your followers would see them. Now your content can be in the feed of non-followers. This is why you need to leverage discovery feed-friendly content.
It can mean getting in front of people who don’t know you. More people will discover you exist and you can turn those people into clients.
Right now that means short-form videos via Instagram Reels or TikTok. They drive tangible results. You can get clients from them. Without having to do some gimmicky dance or sharing every detail of your personal life.
If you want to get clients on social, without spending on ads, you need to leverage discovery feeds.
Welcome to the dark side
The dark side of social media is gaining steam. Not like the infamous dark web you hear about.
From a marketing perspective, the dark side of social is the part of social media you can’t see. It’s not happening in news feeds. People are sharing, talking and connecting more over private messages than ever before.
People don’t want everything happening for everyone to see. They like the privacy of direct messages. You should optimize your content to be something people will share in the DMs.
Think about how your content will drive those actions.
Like with listings for example on Instagram, if you get zero shares, there’s a good chance you’re not getting the, “Look, honey! You should check this out.” reaction. You should always be aiming for the, “Look, honey!”
If you’re not getting it, adjust your approach.
Community-focused
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