Luxury Real Estate Marketing Trends: What Developers Need to Know in 2025

The Hill House, Greece & image courtesy of block722

Have you ever felt tired of chasing the latest real estate marketing trends? The so-called trend fatigue affects businesses more than ever, as constantly aiming to outplay competitors seems mandatory in a digitalized industry.

However, the real challenge is no longer being the first to adopt trends in the luxury property market. Developers should focus on scalable strategies for long-term results. In other words, surviving trends should be your company’s goal—especially for disruptive technologies.

Take generative AI as an example. Real estate developers can achieve a higher net operating income by more than 10% when they use gen AI to streamline processes, according to McKinsey. Despite the supposed benefits, implementing gen AI isn’t as simple as deploying a foundation model (e.g., OpenAI’s GPT).

If you’re looking for ways to survive real estate marketing trends, here are 10 things every luxury property developer should know in 2025. We listed several trends from targeting certain demographics to prioritizing digital-first buyers.

1. A Digital-First Journey: How Mobile Sites Create a Good (or Bad) First Impression

Does your mobile site take longer than 3 seconds to load? Is your website even optimized for smartphone users? Your answers to these questions will partly determine how potential buyers may interact with you.

For example, Google claims that almost 80% of us will more likely revisit an easy-to-use mobile site. A professional, well-optimized website also means users are more likely to share it across other digital channels. For this reason, luxury real estate developers should invest more in mobile-friendly design for their websites.

On the other hand, you risk losing over 50% of potential visits when your mobile site takes more than 3 seconds to load. You can avoid this scenario by integrating three elements:

1. Core Web Vitals (CWVs)

Google defines CWVs as three primary metrics for mobile sites to measure user experience. First, Largest Contentful Paint (LCP) determines your site’s loading performance, which should be within the first 2.5 seconds.

Second, Interaction To Next Paint (INP) measures the speed of responsiveness after you click a page icon or link. An ideal INP should remain below 200 milliseconds. Third, Cumulative Layout Shift (CLS) analyzes your site’s stability. One such example is how page elements stay intact while site visitors scroll through a website.

2. Mobile-first indexing

Google’s web crawler prioritizes your site’s mobile version when indexing and ranking content. In simpler terms, imagine you have miniature and life-size blueprints for luxury real estate projects. It’s easier to carry and show a small blueprint to more people. Mobile-first indexing follows the same logic.

3. Responsive Web Design (RWD)

RWD means your website can adapt to any device. As one of the recent digital trends in real estate marketing, it can display content based on a user’s screen size. For instance, your online advertising campaign will have the same HTML code and URL. The content, though, will be resized to fit the screens of smartphones, tablets, or personal computers.

Check out our comprehensive SEO guide for luxury property developers for a detailed technical overview.

2. AI Reshapes Personalized Marketing and Lead Nurturing

While we’ve mentioned gen AI as a useful yet complex technology, you can still reap its benefits by focusing on personalized outreach and lead generation. Tech-savvy project managers use smart real estate CRM software such as Pipedrive and Top Producer to handle several tasks:

• Automated client follow-ups and reminders to accommodate every single lead

• Organized database for contacts and property deals

• Smart lead routing for client management and conversion

• Synchronized MLS listings, email, and marketing tools for a centralized workflow

More importantly, AI-powered marketing tools have changed how luxury property companies capture and convert leads. For sellers, AI can analyze real estate trends and suggest the ideal valuation or listing prices for properties. Zillow’s predictive-pricing model, Zestimate, is a prominent example. According to them, the model’s median error rate for on-market and off-market homes in the U.S. is 1.94% and 7.06%, respectively.

How does a similar tool help you? By positioning yourself as a credible source for property valuations, prospective leads are more likely to trust your brand.

Sentiment analysis is another advantage of AI. Let’s say a prospective client signs up for your newsletter after watching one of your video ads for luxury villas. As the CRM software picks up on this action, the warm lead then receives a personalized email on how to schedule an in-person viewing or check out other listings. Optimized listings help with ultimately closing deals, like how a Los Angeles-based agency closed $540 billion in transactions by using AI for sentiment analysis.

AI chatbots also ensure efficient and timely communication with potential clients, particularly if you’re operating an international business. You could even increase the number of repeat visitors when you use a client-facing chatbot for mobile apps. For instance, Redfin’s Ask Redfin chatbot contributed to a 93% higher app return rate among users within a week post-deployment.

A balanced mix of AI tools and human skills can generate high-quality leads, lower costs for customer acquisition, and increase conversion rates. Discover how our lead generation services yield proven results.

La Punta Villa & image courtesy of Plinthos Architects + Stefania Ntinou Architect

3. Real Estate Video Marketing Is Now Essential, Not Optional

When Emaar Properties promoted a New Year’s Eve event at its flagship Downtown Dubai project, the developer sold a lifestyle aspiration. Instead of merely selling luxury real estate, the company hyped the allure of celebrating special occasions in the upscale community. This became possible through an intensive, video-rich Meta campaign.

Emaar Properties combined Carousel, Facebook Live, and video ads to promote the event. Lifestyle-oriented videos have been popular since a key trend happened in the early 2000s: online real estate listings. Property developers began to advertise high-end projects through websites, signaling the gradual outdatedness of direct marketing (e.g., billboards and model units).

You don’t need to imitate Emaar Properties’ marketing campaign, but neglecting videos in favor of your current online advertising strategy can hurt your business.

For instance, developers get 403% more inquiries when they add videos to their property listings. Keep in mind that the type of video tool should match your company’s brand and image:

• If you’re targeting remote clients, live-streaming events such as virtual Q&A sessions can hook potential buyers and investors.

• You can improve localized listings by creating 3D neighborhood tours, virtual project models, and virtual staging for floor plans.

• Short-form vertical videos like Instagram Reels and YouTube Shorts target younger demographics while offering quick snapshots of your projects at the same time.

Interactive presentations for social media are also more suited to a younger audience, particularly among Gen Z and Millennial demographics.

4. Gen Z and Millennial Buyers Will Respond More to Diverse Messaging

In the next 20 years, Gen Zs and Millennials will dictate the pace of real estate marketing trends. Knight Frank’s 2024 survey of global high-net-worth individuals (HNWIs) offered a glimpse of this scenario, such as two groups’ insights on building wealth. The Next Gen Survey defined HNWIs as people with a net worth of at least US$1 million. As older generations transfer their assets to younger demographics, what worked for luxury property developers several years ago won’t be effective anymore.

For example, over 65% of surveyed Millennial HNWIs invest with sustainable intentions. They’re more likely to associate themselves with eco-friendly luxury developers. Millennials are also the most environmentally-conscious investors, with almost 80% of survey respondents actively trying to reduce carbon footprints. 

At this point, sustainability becomes more like an expectation than a trend among younger HNWIs. Luxury developers should then adapt more energy-efficient properties, use smart home technology, and implement greener construction practices. 

Start by bolstering your sustainable brand in the Middle East and the U.S., which lead the world in terms of HNWI growth. If your high-end branding falls short of resonating with wealthy Gen Zs and Millennials, you can draw inspiration from our three successful projects.

5. SEO Remains a Top Channel, But Strategies Evolve

SEO is another digital channel to redefine your brand as a sustainable one. While it isn’t a recent trend in real estate marketing, SEO techniques continue to evolve and finding the right mix becomes important.

A future-proof SEO strategy targets AI disruption, specific search intent, and video content. You may have noticed AI Overviews replacing some Google Ads that used to appear at the top of search results. While real estate pay-per-click (PPC) advertising still benefits property developers, AI Overviews undoubtedly influence SEO traffic.

“AI Overviews have completely changed the game,” according to HubSpot CEO Yamini Rangan. “It's no longer about blue links that will direct someone to your website. It is about how you can be where your customers are, not just within a search.”

It may not take long before AI could make traditional PPC less relevant, as more people use AI as a search engine. For now, the best thing you can do is work around (not against) AI. One such example is being very specific with refining search terms. Let’s say you look up “luxury real estate” on Google. The search term has a higher likelihood of yielding AI Overview results than “how to buy luxury apartments in Zanzibar.”

While specific keywords let you anticipate concerns, remember to keep buyers’ and investors’ journeys in mind. In 2022, Google updated its EAT (expertise, authoritativeness, trustworthiness) guidelines by adding another E (experience). The “helpful content update” prioritizes content “written by people, for people, in search results.”

Video SEO also provides your content with a clear context, which is greater than targeting the right keywords. If you want to engage more Millennial buyers, beef up your portfolio on video platforms (e.g., TikTok and YouTube).

Don’t know where to start? Here are 10 real estate video marketing ideas.

6. Sustainability in Destination Real Estate Is No Longer a Niche Message

A future-proof marketing strategy addresses three primary issues for destination real estate developers: climate change, pollution, and resource depletion. Focus on these three aspects when rebranding yourself as a sustainable developer. When weaving sustainability into your corporate brand, take a page from one of these three developments:

• Villa Noon, Spain – Fran Silvestre Arquitectos designed and marketed the project as the world’s first zero-emission luxury villa. In a post-COVID world, the off-grid charm of Villa Noon attracted HNWIs who value self-sufficient properties.

• Mareterra, Monaco – The country promoted the €2 billion development as quite a legacy project, as it adds six hectares to Monaco’s coastline. A private enclave of 124 exclusive residences inside the eco-district offers a spacious respite from the outside world. The residential properties span between 400 square meters (4,305 square feet) and 2,000+ square meters (21,500+ square feet).

• 565 Broome SoHo, USA – Renzo Piano Building Workshop marketed the 30-story luxury condominium with green certification in mind. As a result, industry accreditation enhanced its appeal among environmentally-conscious HNWIs.

When contemplating green certification, aim for a higher rating because it can increase the property’s value. Rating standards such as LEED and Green Star let you sell properties for up to 30% more than non-certified buildings, according to the World Green Building Council.

7. Segmented Emails: An Underrated Yet Effective Approach

Email marketing lets you spread the news of your sustainable goals to a niche audience. Whether or not you’re announcing a pivotal shift to sustainability, segmented email newsletters deliver your message to the right audience. Segmented leads are 30% and 50% more likely to open and click through emails, respectively. For this reason, segmented campaigns work best for investor marketing and off-plan sales.

An ideal approach to email segmentation requires three elements:

1. You can categorize leads based on profiles such as foreign versus local investors.

2. Segment emails based on geography.

3. Find out where qualified leads are in the sales funnel (e.g., BoFU, ToFU).

Quick Tips: Aim for an open rate between 20% and 25% for segmented emails. Ideal clickthrough and conversion rates range from 2% to 5%.

Explore our detailed guide for real estate investors to know more about email marketing beyond its benefits. One example is curating a corporate brand that aligns with your target market’s values.

8. Branding Is the Backbone of Successful Marketing

Proven’s perspective is simple; branding lays the foundation for a successful marketing campaign. Smart developers know how to maintain a consistent brand—for good reason. Brand consistency lets real estate companies enjoy up to 33% higher revenues.

In other words, expanding your business remains a pipedream if you don’t strengthen and streamline your corporate identity. Focus on a clear tone of voice, visuals, and target audience across all channels and platforms. 

If you’re a luxury property startup, an optimized Google Business Profile is a simple way to begin a consistent digital brand. You can personalize your profile through polished images and cohesive posts. Each one should match your brand’s voice and your unique selling proposition. 

Sophisticated branding, though, requires the help of a marketing expert. Proven's real estate branding services focus on the identity, narrative, and positioning of your brand. Our most successful examples include the Johari Beach Residences in Zanzibar, Itz’ana Resort & Residences, and Ka’ana Resort in Belize.

9. Use Proven Solutions for a Successful Luxury Development

Proven solved the challenge of globally promoting Johari Beach Residences mainly by adding amenity features and diversifying unit types. Despite dealing with limited historical data for a marketing campaign, we established 1,000 social media followers for the beach community within the first month.

The greater results: a 14% increase in average price per square foot and a 42% uptick in total development sales.

For Itz’ana Resort & Residences, we started from scratch by crafting the luxury community’s brand. Email marketing, media coverage on carbon-neutral rebranding, and PPC campaigns eventually led to 69 sales of 86 luxury villas before the project’s soft launch. Our campaign also placed a 15% to 20% premium on property prices.

If your luxury property is in a remote area, we can still publicize its appeal without sacrificing the exclusive vibe. Proven overcame the challenge of marketing Ka’ana Resort primarily through video marketing and email campaigns. Our smart strategies paid off, as the bespoke property won 23 International Hotel Awards and gained over 150 million media impressions.

Check out our case studies to get a full picture of our most successful projects.

10. Emerging Trends: Blockchain, Co-Living Properties and More

As more HNWIs and institutional investors invest in tokenized assets, luxury developers should think about using smart contracts. A smart contract on blockchain technology ensures fair and equal transactions.

For example, Developer X agreed to trade a luxury resort for Developer Y’s mixed-use community. The smart contract contains both parties’ conditions for the deal, which is recorded on a blockchain network. Think of blockchain as a virtual ledger where nobody can modify its contents. A transaction only happens when both sides fulfill their obligations. 

Smart contracts and blockchain transactions may also involve co-living properties in the coming years. Institutional investors could divert their attention to suburban areas because of higher demand for residential properties in secondary markets. By 2030, hybrid work among employees may yield a 13% lower demand for offices in some cities.

Fractional ownership in tokenized real estate is another emerging trend among retail investors. By doing so, they can partly own expensive yet profitable assets without a hefty upfront investment.

The Hill House, Greece & image courtesy of block722

Final Takeaways for Real Estate Developers

Now that you know the latest real estate marketing trends, what’s your strategy for surviving them? For many property developers, working with a real estate marketing partner is the answer. Proven Partners specializes in finding the most qualified buyers and investors for luxury real estate projects.

We use data-driven techniques and niche expertise, so each development stands out in a unique way. Our marketing projects, particularly destination real estate, reflect a global appeal without overlooking local demand.

Work with us and gain better exposure among international and domestic clients. Find out more about our digital marketing services and book a discovery call now with our team to future-proof your next project launch.