What’s Next in Property Marketing - The Digital Trends Influencing the Sector

What’s Next in Property Marketing - The Digital Trends Influencing the Sector

It’s no secret that the commercial property market is changing - fast. And as digital marketers in the thick of this transformation, we’re seeing a clear trend: the winners are the ones embracing innovation, insight, and integration.

At Next Chapter, we work with property clients to help them discover their way through this evolving environment with confidence, combining strategy with creativity and, crucially, the right tech. Using immersive digital experiences and data-driven personalisation, we’re seeing a change toward smarter, leaner, more engaging marketing. And tools like HubSpot are helping us lead that charge.

Learn more about our work in property marketing. 

If you're marketing property in 2025 & beyond, here’s what should be on your radar.

Immersive Digital Experiences Are Now Non-Negotiable

Today’s buyers and tenants expect more than static listings. They want to experience a space before they visit, or even enquire. We’re seeing incredible engagement from:

• Short-form video across TikTok, Instagram Reels, and YouTube Shorts. These platforms are perfect for bite-sized virtual tours, sneak peeks behind developments, and even showcasing progress on new builds.

Cindy Raney and Team.

• Virtual and augmented reality, which have moved from ‘nice to have’ to essential. Properties with 3D walk-throughs and AR furnishing tools consistently outperform static listings in both interest and conversions.

Rightmove.

• Drone photography and premium visuals, which offer unique aerial perspectives that elevate property listings and attract potential buyers. They offer a clear view of property size, layout, surrounding infrastructure, and unique features often missed with ground-level photography. For commercial property in particular, drone footage is invaluable in showcasing the full scope and scale of a site - offering potential buyers a comprehensive visual understanding at a glance.

Through HubSpot, we’ve been able to embed video content seamlessly into nurturing campaigns, use engagement data to score leads, and refine future content based on what actually drives action.

Personalisation Powered by Data

We get it - in today’s fast-moving property market, staying ahead means knowing your audience better than they know themselves. Generic marketing simply doesn’t cut it anymore. Buyers expect brands to anticipate their needs, often before they’ve even said a word.

• First-party and zero-party data give marketers the power to segment more meaningfully - by lifestyle preferences, buying stage, or even recent behaviours on site.
• With HubSpot's smart content and automated workflows, we're able to serve personalised messages, listings, and updates based on each user's profile and actions.
• AI tools within HubSpot help us dynamically tailor email campaigns, website content, and even ad creative, ensuring every message feels timely and relevant.

It’s not just about knowing your audience. It’s about proving it in real-time.

Sustainability & Smart Homes as Core Messaging

It’s not just marketers that are thinking long-term. Buyers are too. Particularly around energy efficiency and smart tech.

With EPC ratings becoming a major decision-making factor, forward-thinking property brands are spotlighting:

• Solar panels and EV charging points
• Smart home system
• Energy-efficient insulation
• Biophilic design features that support wellbeing. Read more about biophilic design in commercial office spaces.

We’ve used HubSpot’s content management tools to create interactive content around these features - like energy calculators and smart home guides - helping our clients position themselves as educational leaders in the industry.

Seamless Digital Journeys & Multi-Channel Discovery

Your audience isn’t just browsing Rightmove anymore. They’re Googling, scrolling, swiping, and expecting a seamless experience across every touchpoint. This is all before picking up the phone, highlighting how every interaction matters.

Today’s buyers expect a frictionless, end-to-end experience  from the moment they discover your property on social media to the second they book a viewing on your website. If one part of that journey feels clunky or disconnected, you risk losing them to a competitor that offers a smoother path.

Key considerations include:

• Mobile-first website design, with strong UX and intuitive property search
• A fully optimised Google Business Profile to increase local discovery
• SEO-rich content that answers key questions at every stage of the journey, from “best places to invest in [city]” to “how to rent a commercial space”
• Joined-up messaging across social, search, email and web

We’ve implemented HubSpot’s marketing automation suite to ensure every touchpoint connects seamlessly. Whether someone clicks on an Instagram ad or downloads a brochure, we’re able to pick up the conversation exactly where they left off, making their next step feel effortless and intentional, not like starting over.

Community, Content & Connection

Beyond the sale, strong property brands are building loyal audiences. That means shifting from a sales-first mindset to one that’s rooted in value and credibility.

• Thought leadership content - Blogs (like this one), market reports, and whitepapers establish your authority and keep you top-of-mind throughout long decision-making cycles. Newsletters, LinkedIn articles, and sector-specific insights go a long way in nurturing these relationships.
• Professional social engagement - Platforms like LinkedIn are key for B2B visibility. Sharing project updates, behind-the-scenes developments, and asking for industry input fosters engagement and trust with our network of peers, prospects and partners.
• Client and partner testimonials - Positive feedback from occupiers, investors, or joint-venture collaborators offers social proof and reassures future stakeholders. Case studies or short-form video testimonials are particularly effective here.
• Referral and partner marketing - Introductions from solicitors, architects, or agents remain a powerful lead source. With HubSpot's workflows and CRM integrations, these relationships can be nurtured with minimal manual effort. This includes automated follow-ups and structured referral incentives.

We use HubSpot’s CRM to track and nurture long-term client relationships, helping our property clients stay front-of-mind even after the deal is done.

Adapting to a Changing Market

Looking ahead, the market itself is shifting - and our strategies need to reflect that.

• More stable house prices will ease some of the volatility we've seen recently, creating a more competitive but predictable landscape.
• Energy performance upgrades (especially in the rental market) will become a regulatory priority. Properties that don't adapt could quickly become unviable.
• The remote/hybrid lifestyle is shaping where and how people want to live - influencing everything from location to layout.
• The Build-To-Rent (BTR) sector is booming, particularly in cities outside London. These professionally managed developments need tailored marketing strategies to speak to both lifestyle and investment value.

So, What’s Next?

The property marketing playbook is changing fast - and standing still isn’t an option. But with the right strategy, tech stack and expertise in place, there’s a huge opportunity to grow stronger connections, drive smarter decisions, and create standout brand experiences.

At Next Chapter, we help property brands harness platforms like HubSpot to create data-rich, customer-centric campaigns. We connect the dots between digital performance and commercial outcomes.

If you would like to speak to a property marketing specialist, please get in touch.