In Part 1 of this series, we explored the trends shaping real estate marketing in 2025—from rising investor interest in industrial assets to the growing role of sustainability in property valuation. Now in Part 2, we move from trends to tactics.

How can marketers act on these shifts using tools from enterprise solutions Display & Video 360 (DV360), Search Ads 360 (SA360), and Google Analytics 4 (GA4)? This article illustrates three campaign strategies for property marketers and agency teams in APAC.

1. Precision Targeting for the Sustainability-Minded

ESG expectations are reshaping buyer behaviour. Green-certified homes and low-carbon developments are no longer niche—they’re mainstream. But your message must reach the right subset: upwardly mobile millennials, institutional ESG investors, and smart-city advocates.

CAMPAIGN ILLUSTRATION

Ecovista Residences, Singapore – A green-certified condo targeting young professionals.

Programmatic Marketing Strategy:

  • In DV360, target in-market segments such as “Energy-Efficient Home Buyers” or “Eco Living Seekers.”
  • Import GA4 audiences that you’ve created into DV360,  built around site users who interacted with sustainability content.
  • Secure connected TV (CTV inventory) via Instant Deals on sustainability-themed content, applying PAIR for privacy-safe precision.
  • Use Optimised Creatives to automatically version banners highlighting green features such as solar panels, smart meters, or green certifications.

“Sustainability messaging works best when it’s visual—especially for younger buyers who want to see green features in action.”
 — Think with Google

2. Attracting Property Investors, Not Just Buyers

Investor demand in logistics, manufacturing, and commercial properties are on the rise in APAC. These audiences evaluate assets differently—they want data, not decor. Your campaign should reflect this shift.

CAMPAIGN ILLUSTRATION

AxisLink Logistics Park, Johor – A logistics asset marketed to institutional investors in HK and family offices in Sydney.

Programmatic Marketing & Analytics Measurement Strategy:

  • Use DV360 Marketplace to run reserve placements on news or finance publishers like CNBC or Bloomberg.
  • Run Demand Gen campaigns via DV360, showcasing asset benefits with product feeds: rental guarantees, port connectivity, or build-to-suit flexibility.
  • Apply Data Driven Attribution in GA4 to understand how upper-funnel event interactions, such as video views and landing page visits, contribute to eventual investor conversions (e.g. form-filling).

If you’re assessing impact across offline and online signals, consider layering Marketing Mix Modelling (MMM) alongside digital attribution to account for broader economic factors, market conditions, or seasonality—particularly valuable when engaging CRE investor audiences across multiple cities. 

“Today’s investor audiences start on search, move to YouTube, and close after email or call—attribution tools must follow the journey, not just the click.”
— Think with Google

3. Local Adaptation, Regional Scale

For cross-border APAC campaigns, localisation is essential. A developer launching in Tokyo and Bangkok must tailor tone, imagery, and messaging to reflect each market’s buyer expectations. The challenge lies in maintaining creative consistency at scale while delivering relevance.

CAMPAIGN ILLUSTRATION

Skyway Central, APAC – A mixed-use development promoted across Japan and Thailand.

Creative Strategy:

  • Localise visuals and text with a Dynamic Creative solution, which automatically renders variants based on user geography and language. This allows developers to run regional campaigns that feel natively produced for each market.
  • Select creative templates from FiveStones’ Creative Suite such as:
    • Property Prospecting Multi Product Template to showcase a variety of residential or commercial units with flexibility across different layouts and price points
    • Lead Capture Creative to remarket and regain interest from investors and buyers during registration phases or exclusive previews
    • Responsive Interstitial to offer an immersive brand experience within an in-app environment, ideal for video storytelling across culturally diverse audiences. 
  • Consider incorporating map modules, amenities overlays, or custom icons as rich media elements, to help international audiences quickly grasp neighbourhood value.

“Your creative is the most powerful lever you have. Swapping out just a few visual elements to match your audience’s context can dramatically improve campaign performance.” 
— Think with Google

Why FiveStones Is a Partner Worth Considering

If you’re navigating the complexities of cross-border campaigns, dynamic creative execution, or investor-focused strategy, FiveStones brings more than just platform knowledge.

We’ve supported APAC property clients with:

  • GA4 + DV360 audience integration, such as when we created a full-funnel campaign data backbone for an insurance customer that now powers their digital decision-making and remarketing strategy.
  • SA360 portfolio bidding strategies, like those applied for optical brand, where we streamlined bid optimisation processes and achieved a 35% reduction in time spent on account management—freeing up time for strategic planning.
  • Dynamic creative solutions at scale. We delivered data-driven display ads for a sports betting operator that updated in real-time using sports odds APIs, and built modular video formats tailored to DV360, improving user engagement across markets.

In our collaboration with Pearson APAC, we provided advanced dynamic creative solutions to enhance their programmatic campaigns. Matthew Beyer, Performance Marketing Manager at Pearson APAC, shared:

“A highlight of our relationship with FiveStones has been working with them on creative solutions including advanced dynamic creative to enhance our prospecting and remarketing programmatic campaigns and more recently pictogram style social video creative. The scope of the work typically extends from concepting, designing all the way to the building of the creative and it’s always a pleasure working with the FiveStones team, responsive to our requests with creative work turned around within the given deadlines, technically perfectly executed and meeting our high-quality standards.”

Whether it’s custom bidding logic, showroom lead architecture, or cross-market CTV strategy, we build frameworks that scale—and deliver.

Watch the Pearson Case Study and Testimonial

Final Word: From Strategy to Street-Level Impact

The property market may be evolving, but success in 2025 depends on more than following trends. It’s about execution with precision: reaching high-intent audiences, customising your creative narrative, and measuring what truly matters.

At FiveStones, we can support CRE marketers, media teams, and agencies operationalise strategy:

  • With creative strategies tailored to asset class and region
  • With programmatic and search marketing consultation
  • And with GA4-led measurement architecture that reveals the your businesses engagement and conversion

Whether your challenge is localisation, lead quality, or campaign complexity, we help bring control back to your strategy—and clarity to your results.