The UK property sector is entering a period of significant change. With new government policies introduced in 2024 set to impact planning regulations, sustainability targets, and housing growth initiatives in 2025, businesses are reassessing their strategies. One clear trend? A growing investment in marketing.
Traditionally, property marketing has been heavily focused on direct sales and promotional activity. But as regulations tighten and competition increases, businesses are realising that marketing isn’t just about selling, it’s about building trust, securing investment, and shaping public perception.
Why Marketing Is Now a Priority for Property Businesses
From real estate developers to PropTech firms, companies across the property sector are investing in strategic marketing to navigate these upcoming changes. Here’s why:
1. Meeting ESG & Sustainability Expectations
With new government-led sustainability policies pushing for net-zero developments and greener infrastructure, property businesses must clearly communicate their environmental commitments. Buyers, investors, and tenants are increasingly making decisions based on ESG (Environmental, Social, and Governance) credentials. Marketing plays a crucial role in:
Showcasing sustainable development efforts
Engaging stakeholders with transparent ESG messaging
Differentiating brands in a market that is becoming more sustainability-focused
2. Attracting Investment & Partnerships
New planning reforms and financial incentives mean investment in real estate is shifting. With greater competition for funding and partnerships, businesses must effectively communicate their value propositions.
Marketing strategies can help secure investors by highlighting project viability and potential returns
Strong branding and digital presence increase visibility in a crowded market
Public relations (PR) efforts help build trust with stakeholders
3. Enhancing Brand Trust & Reputation
In an industry often scrutinised for affordability, regeneration, and environmental impact, reputation matters more than ever. Businesses investing in PR, social media, and content marketing can:
Position themselves as thought leaders in property development and sustainability
Respond proactively to policy changes and market concerns
Engage local communities to improve planning approval rates and project success
4. Adapting to Digital Transformation
The property sector is embracing PropTech innovations and digital-first customer journeys. Marketing professionals are now key in helping businesses:
Optimise digital lead generation through SEO, PPC, and social media advertising
Create engaging video and virtual content to showcase developments
Use data-driven marketing strategies to improve buyer and tenant experiences
What This Means for Marketing Professionals in the Property Sector
For marketers, this shift presents exciting opportunities. Property marketing is evolving beyond traditional advertising, demand is growing for specialists in:
Content marketing and storytelling for ESG compliance
Digital marketing, SEO, and paid campaigns in real estate
Data-driven strategies for customer acquisition and retention
Those with a strong understanding of property trends, sustainability messaging, and multi-channel marketing will be highly sought after.
At Kin Collective, we specialise in connecting marketing professionals with businesses in highly regulated and evolving industries - including property. We understand the nuances of marketing within this space and know how to find the right talent to navigate these changes.
If you’re a property business looking to hire marketing talent, we can help you find specialists who understand the industry’s challenges and opportunities.
If you’re a marketing professional interested in this evolving sector, check out our latest roles.
Let’s talk about how we can support your hiring or career journey. Get in touch today!
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