PROPERTY MARKETING IN 2025: SOCIAL MEDIA AS THE NEW SHOWROOM

The way real estate is marketed has changed a lot. Physical showrooms and brochures are going away. Instead, we have TikTok walkthroughs, Instagram reels, and virtual tours.

From Billboards to Reels

Global developers are leading the way. For example, Emaar Properties in Dubai uses drones and influencers to show off apartments with views of the whole city.

• Zillow has jumped on the TikTok bandwagon in the U.S., making it as addictive to look at houses as it is to scroll through fashion feeds.

• In Indonesia, developers in BSD City are working with lifestyle influencers who show homes as more than just investments. They show homes with yoga studios, rooftop cafés, and bright kitchens as ways of living that people aspire to.

Why Social Media Wins

You can personalize and scale with social media. Algorithms look at people's interests, income, and even hobbies to find people who might be interested in buying something. If you look at wellness retreats, you might see ads for homes with spa-like features.

In the Future: Homes You Can Buy with a Click?

Experts predict that by 2025, AI will be capable of making highly personalized property recommendations, showing you homes that align with your budget, browsing habits, and lifestyle. Virtual reality (VR) and augmented reality (AR) open houses will become the norm, offering a convenient way to explore potential homes without ever leaving your couch. Our MBA in Business Management program at Raffles Jakarta teaches students how to use digital-first strategies to change high-investment fields like real estate. We teach leaders to think beyond brochures and get ready for the showroom of the future: your social media feed.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References (APA):

Knight Frank. (2024). Global real estate outlook 2024. Knight Frank LLP.

Forbes. (2023, October 11). How TikTok is transforming real estate marketing. Forbes. https://www.forbes.com/National Association of Realtors. (2023). Real estate in a digital age report. https://www.nar.realtor/