Part 1: Trends Shaping 2025 Real Estate Marketing

The commercial real estate (CRE) market is undergoing shifts in 2025— which will affect property marketers and the agencies they partner with.  After a bout of uncertain years, confidence is returning, and this renewed optimism may influence how companies invest in and market their properties. To plan effectively and truly optimise media budgets, it’s important to identify and align with the trends signaling this change.

A Year of Potential Budget Increases
Following years of cost-cutting, 2025 looks more optimistic—marketing budgets may finally grow. In a 2024 Deloitte Insights survey, nearly 40% of respondents planned to reduce spending. This year, only 7% expect further cuts. That shift could free up more resources for marketing and advertising campaigns that deliver real results. Overall, the CRE outlook suggests that owners and investors are hopeful 2025 will be a year of recovery.

A Growing Focus on Technology and Data
One of the most significant trends is the increasing emphasis on technology and data. In the same Deloitte survey, 81% of respondents identified this as their top spending priority for 2025. This signals a growing awareness of the industry’s current tech limitations—and the transformative potential of tools like generative AI. For marketers and media buyers, this means adapting strategies to engage a more data-driven, tech-forward market.

Sustainability: From Nice-to-Have to Financial Imperative
Sustainability is no longer a PR move—it’s now a financial strategy. Upgrading carbon-heavy buildings can help meet climate goals while also delivering investment returns. With Building Performance Standards (BPS) becoming more relevant in due diligence, a property’s sustainability profile directly impacts its market value. Highlighting cost savings and operational efficiency from green initiatives is increasingly important to both investors and tenants.

The Asia Pacific Opportunity
The APAC real estate market is forecasted for steady growth in 2025, thanks to a resilient regional economy and the possibility of lower interest rates. CBRE projects a 5% to 10% increase in investment volumes year-over-year, with Australia, South Korea, and Singapore leading the activity. India and Japan are also expected to attract strong investor interest. For agencies with clients focused on the region, knowing where the growth is happening is key.

High-Growth Property Sectors to Watch
Investor interest is shifting to specific property types. Industrial and manufacturing, multifamily housing, and hotel and lodging assets are gaining popularity. Digital economy assets—like data centers and cell towers—as well as logistics and warehousing facilities also remain strong. In Asia Pacific, industrial and manufacturing properties lead. In North America, it’s multifamily housing, while in Europe, digital infrastructure is the top priority. These sector and regional insights are critical for targeted campaign planning.

Digital economy assets—like data centers and cell towers—as well as logistics and warehousing facilities also remain strong. In Asia Pacific, industrial and manufacturing properties lead. In North America, it’s multifamily housing, while in Europe, digital infrastructure is the top priority. These sector and regional insights are critical for targeted campaign planning.

Messaging
Marketing narratives should evolve to highlight a brand’s data-driven capabilities, sustainability efforts, and tech integrations alongside traditional selling points. Emphasize how these features deliver financial and operational value to buyers and investors.

Targeting & Channel Selection
Segment audiences based on region (e.g., APAC, North America, Europe) and sector interest (e.g., industrial, multifamily, data centers). Use digital channels that support precision targeting and appeal to tech-savvy audiences. For APAC campaigns, adapt to local platforms and preferences.

Content
Create content that reflects a brand’s commitment to innovation and sustainability. This might include features on energy efficiency, smart building tech, or analytics tools used in property management. When relevant, also highlight company culture and values like climate action, mental health support, and work-life balance to support talent attraction.

The 2025 CRE market offers real potential for marketers and media buyers who can stay ahead of change. Budgets are rebounding, giving teams room to make strategic moves. Technology and data should anchor your approach, while sustainability remains a powerful financial and branding message. Focus on the high-growth APAC region and rising property sectors like industrial, multifamily, and digital infrastructure.