The real estate industry has long been defined by its relationship-driven nature and slow adoption of change. But today, in a world where technology is advancing at breakneck speed, even traditional sectors like real estate are not immune to transformation.
Rapid shifts in buyer behavior, largely influenced by the digital-first preferences of younger generations and post-pandemic adjustments, have driven real estate marketing to pivot from static property listings toward immersive, data-driven experiences. With 96% of homebuyers now starting their search online, technology has become a pivotal asset for real estate success—not just an optional extra.
Real estate professionals who successfully integrate cutting-edge tools like artificial intelligence (AI), immersive media, and geospatial marketing are seeing substantial benefits in efficiency, customer experience, and competitive advantage. Here’s what advertisers and media buyers in the real estate space need to know about the trends reshaping the industry today.
Accelerating Results with Artificial Intelligence
AI has transitioned from buzzword to business necessity in real estate. Its ability to analyze vast customer datasets and predict behaviors gives real estate marketers numerous strategic advantages.
Elevating Personalization and Lead Generation
AI-driven systems allow real estate professionals to deliver hyper-personalized experiences at scale, which leads to more meaningful connections with buyers. For instance, advanced predictive analytics can identify high-quality leads and forecast buyer intent. This enables agents to prioritize their outreach and connect with prospects at the right time.
AI-based chatbots and virtual assistants have also transformed how agents manage inquiries. Available 24/7, these tools answer questions about listings, schedule viewings, and even provide mortgage estimates. They give prospects instant responses while freeing human agents to focus on higher-value tasks.
Streamlining Content Creation
Generative AI is revolutionizing everyday work for real estate marketers. Platforms like Matterport now offer professional-grade listing descriptions or tour content generated in seconds. For professionals, this means less time spent writing and more time cultivating relationships and executing strategic plans.
Immersive Experiences Redefine Property Showcasing
The open house of 2025 looks very different from those of years past. Buyers no longer need to physically visit a property to feel a connection with it.
Virtual and Augmented Reality
Virtual reality (VR) tours and interactive 3D walkthroughs have become essential tools in property marketing. Listings featuring 3D tours generate up to 87% more views and 95% more inquiries than those without. Augmented reality (AR) technology takes this further, allowing buyers to visualize potential renovations or see empty spaces come to life with virtual furniture overlays.
Digital Twin Technology
For larger developments, digital twin technology offers a game-changing experience. These highly accurate virtual 3D models allow buyers to explore projects still under construction. For instance, DAMAC Properties experienced a dramatic increase in transactions, from $24 million to over $400 million, by integrating digital twins into their sales process.
Social Media and Video Engagement
Social media isn’t just for consumer brands anymore. For real estate, platforms like Instagram, TikTok, and YouTube have revolutionized client interactions and property marketing.
Short-Form Video Drives Interest
Listings with video content receive 4x the number of inquiries as those without. Platforms such as Instagram Reels, YouTube Shorts, and TikTok enable real estate businesses to create engaging, bite-sized content that speaks directly to modern buyers.
Live Streaming Open Houses
Real estate professionals are increasingly leveraging live video to host virtual open houses. These events allow dozens—even hundreds—of people to attend a property tour simultaneously while interacting in real time, helping to qualify prospective buyers and widen the marketing funnel.
For advertisers, the lesson is simple: visual storytelling works. Short-form video and live interaction can humanize your brand and create meaningful connections with audiences, even in high-consideration sectors like real estate.
Location Intelligence Enables Precision Targeting
“Location, location, location” is the mantra of the real estate industry, and geospatial marketing tools have elevated this principle to new heights.
Geofencing for Real-Time Engagement
Geofencing technology lets you define virtual boundaries around physical locations, such as a property or a competitor’s open house. For example, potential buyers who enter the area can receive targeted ads or mobile notifications instantly. Almost 90% of marketers report increased sales when employing location-based strategies.
GIS Tools Transform Selling Points
Beyond proximity, geographic information systems (GIS) turn raw data into compelling narratives. Interactive maps can showcase a property’s proximity to schools, parks, restaurants, and other amenities, helping buyers see the local perks that come with their purchase.
With geospatial marketing, real estate professionals can ensure their messages reach the right people in the right place at the right time.
Strategic Technology Integration Is the Ultimate Advantage
The key to standing out in today’s competitive landscape is integration. While using AI, immersive media, data analysis, and social tools in isolation can drive results, the real magic happens when these technologies work together.
Imagine this seamless customer experience:
A buyer discovers your listing through a TikTok video, chats with an AI assistant about the property, explores it via VR, reviews local amenities using GIS tools, and receives notifications about similar properties when they’re nearby. Each step creates engagement while feeding valuable data back into your systems to guide future strategies.
Positioning for Success
The real estate market in 2025 offers a valuable lesson for media buyers and advertisers across all industries. By leveraging technology to enhance customer experience, optimize operations, and build trust, businesses can stay ahead of the curve in an increasingly digital-first world.
If you’re ready to explore how these strategies can help your brand succeed, contact us at McClatchy Media today. Together, we’ll craft advertising solutions that set you apart in the competitive, fast-evolving world of real estate.
