By Walter Fitzgerald, Dylan Joubert & Joshua Penman
A Note from Walter
Happy New Year, folks! It’s Walter here, writing the very first blog of 2025. I hope you had a wonderful holiday season and managed to squeeze in some time to relax (or maybe strategize for the year ahead, if you’re anything like Dylan).
With the decorations packed away and a fresh calendar on the wall, it’s time to look ahead at what this year holds—especially in the ever-evolving world of digital marketing.
To kick things off, I’ve teamed up with Dylan Joubert, our Chief Strategy Officer, and Joshua Penman, our Digital Content Producer, to dive into their predicted trends for 2025.
Their insights, drawn from what’s been happening in CRE and across digital marketing, were the focus of a recent CREview episode. I’m here to break them down for you in true Walter fashion—plain, practical, and with just a pinch of humor.
Whether you’re part of a brokerage firm, managing properties as an owner-operator, or innovating in the CRE tech space, these trends will shape how we connect with audiences this year. So, grab that fresh cup of coffee (or maybe some leftover holiday treats), and let’s get started.
Why Keeping Up with Digital Marketing Trends Matters
Marketing trends aren’t just about chasing the latest fad. They’re about staying relevant in a fast-moving world. Dylan says it best: “In CRE, marketing is no longer just a support function—it’s a competitive advantage.”
For brokers, it’s about reaching tenants and investors. For owner-operators, it’s about showcasing your properties in the best light. And for tech companies, it’s about clearly communicating how your solutions solve industry pain points. Whatever your focus, adapting to these trends ensures you’re speaking the language of your audience in 2025.
Alright, enough preamble. Let’s talk trends.
Trend 1: Short-Form Video Is King
Dylan’s first prediction? Short-form video isn’t going anywhere. TikTok, Instagram Reels, and YouTube Shorts have made these bite-sized clips the internet’s favorite way to consume content. “If you’re not leveraging short-form video in 2025,” Dylan says, “you’re leaving opportunities on the table.”
For CRE, this is a golden opportunity. Whether it’s a 15-second clip highlighting the prime location of an office building, a quick tour of a retail space, or a snippet explaining how your tech platform streamlines leasing, short-form video lets you make a big impact in little time.
Why It Works
Josh explained it to me like this: “Walter, algorithms prioritize engaging content, and short-form video checks all the boxes. It’s quick, easy to consume, and shareable.” Plus, these videos work across all major platforms, meaning one piece of content can go a long way.
How to Get Started
Josh recommends starting simple:
Use your smartphone to record quick, authentic clips.
Highlight one key feature, like natural light in an office, or the seamless design of your tech interface.
Add captions or text overlays to ensure your message lands.
Want More Guidance?
We’ve got you covered. Check out our blog, A Guide to Creating Video Content for CRE Marketing, for tips on creating professional, impactful videos.
Trend 2: AI Is Your New Assistant
AI is no longer a buzzword—it’s a workhorse. Dylan predicts that by 2025, AI will be a must-have tool for marketers in CRE. From audience targeting to content creation, AI’s ability to analyze data and generate insights will set apart those who use it effectively.
Imagine running a campaign to fill a retail space. AI could analyze local business trends, identify potential tenants, and suggest messaging tailored to their needs. It’s efficient, effective, and increasingly accessible.
Key Applications in CRE
Better Targeting: AI tools can segment audiences with precision, helping you reach the right people.
Content Assistance: Tools like ChatGPT can generate ideas or drafts, saving you time on routine tasks.
Campaign Optimization: Real-time performance analysis ensures your marketing dollars go further.
Walter’s Take
AI has been a game-changer for me, I’ll admit. It’s like having an assistant who’s always three steps ahead. But as Dylan reminds me, AI is a tool, not a replacement. It can do the heavy lifting, but your expertise and creativity are what make the difference.
Trend 3: Authenticity Wins
Josh highlighted a growing shift toward authenticity in digital marketing. “People want to connect with brands that feel human,” he said. And Dylan agreed: “In 2025, trust will be your most valuable currency.”
For CRE, this means going beyond glossy brochures and polished ads. Share the real stories behind your properties, teams, or solutions. Whether it’s a video of a team prepping for an open house, or an unfiltered post about how your software solves a common headache, authenticity builds trust—and trust drives decisions.
How to Embrace Authenticity
Show behind-the-scenes moments, like prepping a property for a photoshoot or onboarding a client to your platform.
Post regular updates on market trends or challenges, sharing your honest perspective.
Encourage testimonials or case studies to highlight real success stories.
In short, don’t be afraid to let your audience see the human side of your business.
Trend 4: Balancing Organic and Paid Content
Dylan made a point to emphasize that 2025 will be all about balance. Organic content—like social media posts, videos, or blogs—builds trust over time. Paid content amplifies your reach, ensuring your best-performing messages get in front of more eyes.
For example, let’s say you post an Instagram Reel featuring a property’s highlights. It starts gaining traction organically. Boosting that post with a modest budget can ensure it reaches targeted demographics, like young professionals looking for modern office spaces.
Dylan’s Strategy
“Think of organic content as the foundation,” Dylan explained. “It establishes your credibility. Paid content is the megaphone that helps you shout it from the rooftops.”
Start by focusing on creating high-quality, engaging organic content. Then, use paid ads to amplify what’s already working.
Trend 5: Choosing the Right Platforms for Your Goals
Not all platforms are created equal, and Dylan’s final prediction is a reminder to focus your efforts wisely. “The key to success isn’t being everywhere,” he said, “it’s being where it matters.”
Here’s a quick breakdown:
LinkedIn: Ideal for B2B networking, thought leadership, and recruiting top talent. Brokerage firms and CRE tech companies can use it to share market insights or demonstrate expertise.
Instagram & TikTok: These visually driven platforms are perfect for showcasing properties, team culture, or creative campaigns. Owner-operators and brokerages can reach younger demographics effectively here.
YouTube: A strong platform for long-form content like property walkthroughs, tech demos, or educational videos on market trends.
How to Choose
Know Your Audience: If you’re targeting executives, LinkedIn is your go-to. If you’re engaging with investors or tenants, Instagram and YouTube are excellent options.
Align with Your Goals: Focus on platforms that best support what you want to achieve—whether that’s lead generation, brand awareness, or audience education.
Start Small: Master one or two platforms before expanding your efforts.
By focusing your efforts where they’ll have the most impact, you’ll save time and see better results.
Final Thoughts from Walter
Dylan’s predictions for 2025 make one thing clear: Digital marketing in CRE is only going to get more innovative, and the opportunities are enormous. Whether you’re showcasing properties, building tech solutions, or growing your brokerage, these trends will help you stay ahead of the curve.
And don’t forget, if you want to dig deeper into these topics, Josh and Dylan cover them all (and more) in our latest CREview.
Until next time, stay sharp, stay creative, and as always, stay ATYPICAL.
Warm regards,
Walter