If you market, lease, or sell property in 2025, your playbook has changed. Short‑form video now drives discovery, AI is speeding up everything from lead response to underwriting, and social platforms are evolving into always‑on prospecting and sales channels. Below is a practical, data-backed tour of what’s working and how to plug it into your strategy for Social Media Marketing For Real Estate, paid media, and SEO.
The last 18 months have been a whirlwind for proptech and marketing teams. Generative AI moved from novelty to necessity, while consumer attention swung decisively toward short, mobile‑first video. Social platforms, in turn, rewarded creators and brands that ship fast, useful content and penalized those who don’t. Consider this: McKinsey’s 2024 global survey found 65% of organizations regularly use generative AI (up from 33% in 2023), with adopters reporting both cost decreases and revenue lifts in the functions deploying it, marketing and sales included. Meanwhile, the global social audience climbed to 5.24 billion active user identities at the start of 2025 meaning your next buyer or renter is already scrolling.
Video Trends in Real Estate
Short‑form wins the scroll. Across platforms, short videos are the format to beat. Hootsuite’s 2025 round‑up calls short‑form “the way to go” for engagement, with Instagram Reels alone seeing ~139 million views per minute across the ecosystem. Independent analyses echo that shift: Reels reach 11.6% of the global adult population via ads, and Reels posts deliver higher engagement than photos or carousels.
For real estate specifically, video is no longer a nice‑to‑have; it moves listings. Matterport cites MLS studies showing listings with 3D tours can sell up to 31% faster (and sometimes at higher prices). Zillow’s own housing research highlights buyers’ appetite for richer digital tools in the search process, reinforcing why interactive media 3D, floor plans, and videos keep rising in importance.
2025 stat to act on: Wyzowl’s 2025 readout reports 89% of businesses use video and 95% consider it integral to strategy evidence that your competitors are already producing.
What to do next
- Produce “micro‑tours” (30–60s vertical clips) for each listing. Data shows sub‑90‑second Reels earn outsized reach and engagement.
- Add an immersive layer. Virtual walkthroughs drive speed to sale; if Matterport isn’t available, use platforms prioritized by your portals (e.g., Zillow 3D Home) to secure in‑feed boosts.
- Optimize for search. Pair every video with keyworded titles, local markers, and schema to support Top Real Estate SEO Services performance and YouTube/Google discovery. (YouTube remains the most used platform across ages.)
AI Applications in Real Estate
From listing Q&A to lead triage, AI is now embedded in the journey. In 2024, Redfin rolled out Ask Redfin, a generative AI assistant answering listing questions in‑app nationwide; early usage data showed 59% of queries focus on property specifics, with strong re‑engagement (93% of users return within a week). On the portal side, Zillow went a step further in October 2025, launching the Zillow App inside ChatGPT, enabling conversational home search for ChatGPT’s massive weekly audience.
Zooming out, McKinsey reports 72% of companies now use AI in at least one function, nearly half use it in two or more, and top performers are already seeing measurable value. Commercial real estate leaders tell a similar story: JLL’s 2025 survey found AI pilots exploded from 5% to 92% of corporate real estate teams in three years, with energy management, portfolio optimization, and data workflows leading the way.
2025 stat to act on: Proptech capital is following AI. CRETI reports $11.5B in 2025 YTD funding, with 30-50% of dollars flowing to AI‑focused platforms investors favor tools that cut cycle times and improve NOI.
What to do next
- Deploy AI on the front line: use compliant conversational agents to answer FAQs, qualify leads, and book tours 24/7 (Redfin’s example shows the model). This compounds ROI from Best Real Estate PPC Agency traffic by increasing conversion on after‑hours clicks.
- Add AI to ops: automated listing copy, image enhancement/virtual staging, and doc summarization speed teams up while your humans keep the nuance. (Zillow highlighted AI‑powered messaging and virtual staging in its Fall 2025 launch.)
- Keep it fair‑housing safe: build prompts and guardrails as Redfin did to block demographic or steering questions; regulators will scrutinize AI outputs.
Social Media Trends Shaping Real Estate
Attention is concentrated and shoppable. Social video is now the front door of discovery. Hootsuite’s 2025 analysis shows short‑form is the top‑performing content type across platforms, while overall social engagement rates hover in the 1.4%-2.8% range (great benchmarks for your own dashboards). Instagram Reels reach keeps climbing (ad reach ~726.8M), and Reels command ~35% of time spent on Instagram.
The audience is huge and growing: 5.24B social identities globally and 94% of internet users on at least one network paint a clear picture consistent, platform‑native content is your unfair advantage.
2025 stat to act on: TikTok, Reels, and Shorts dominate, with Metricool’s 2025 study of 5M videos / 582k accounts showing saturation on some platforms but sustained performance for brands that adapt format and cadence.
What to do next
- Architect your “always‑on” calendar: publish 3–5 short videos per week mixing property spotlights, local living, and quick answers to buyer/seller FAQs. Bench against Hootsuite’s engagement norms.
- Build conversion paths. Use CTAs that route to lead forms or DM automations. Given social scale, tie campaigns to performance media, your Best Real Estate PPC Agency should unify targeting and measurement across Google PMax, Meta Advantage+, and YouTube to harvest demand from your organic content.
- Lean into creators. Long‑term creator partnerships outperform one‑offs; 2025 trendlines show influencer investment outpacing traditional digital ads in many categories.
How It All Connects: A Simple Full‑Funnel Blueprint
- Attract with short video
- 30–60s vertical clips for each listing; neighborhood “micro‑guides”; agent POVs. Optimize captions for Top Real Estate SEO Services keywords and local queries.
- Capture with AI + on‑platform tools
- DM auto‑replies that qualify and book showings; AI chat on your site to answer listing/financing questions (model your FAQ set on Redfin’s top intents).
- Convert with paid amplification
- Retarget viewers with property carousels and Reels ads; sync to Google PMax for high‑intent search. Use call‑only and lead forms to speed response (and let AI triage).
- Delight with immersive experiences
- Always add a 3D or video tour to reduce days on market and improve buyer confidence.
Conclusion: Where We’re Headed
Real estate marketing is entering its video‑native, AI‑accelerated era. The winners will be teams that publish helpful short‑form content consistently, thread AI through their workflows (without breaking compliance), and connect organic momentum to smart performance media buys.
If you’re building your 2025 plan now:
- Budget for professional vertical video and rapid UGC‑style shoots. The data is unambiguous: video lifts visibility and speed to sale.
- Stand up at least one AI assistant site chat or DM to handle after‑hours demand and repetitive questions. Early adopters are already seeing higher engagement and faster response times.
- Treat social as a performance channel, not just a billboard. The audience is there; the formats are proven; the algorithms reward consistency.
Done right, this integrated approach elevates your Social Media Marketing For Real Estate, compounds returns from your Best Real Estate PPC Agency, and strengthens discoverability through Top Real Estate SEO Services so every listing, every tour, and every conversation works harder.
Comments