Top New Home Marketing Tips For 2025

With 2024 wrapping up, what's in store for the new year? We asked some of the top industry experts for their thoughts and advice on how to tackle new home marketing in 2025. Navigating uncertainty, new home marketing professionals have to figure out how to succeed in the always-changing world of home building.

Beth Russell, Do You Convert
We Need To Work Together, Not As Separate Cogs In A Machine

Last year posed a significant challenge for many marketers—normalcy simply didn’t exist, and the need for consistent, in-depth analysis became essential. This disruption revealed gaps in knowledge and collaboration among marketers and companies alike. In an industry where we’re still waving our arms, jumping up and down, and shouting, “We can help! We have the data! Just listen to us!” We found ourselves unprepared, weighed down, and more reactive than ever. The result? A dysfunctional team with ample room for growth.

So, where does that leave us in 2025? The good news is that marketers, along with leaders and teams, haven’t given up. We’ve seen substantial efforts to improve processes, communication, and cross-departmental understanding. As a result, we have slowly moved the needle towards a more productive, knowledgeable, and proactive marketing department. This will be our focus in 2025.

We need to continue the work—continue to develop streamlined processes, protect our time, and create more room for in-depth analysis that presents as a story, not just a spreadsheet of numbers. My hope for this year is that our industry continues to grow together and work more efficiently as a unified whole rather than as separate cogs in a machine. We need to allow room for depth, strategy, and creativity. We have to work together, making the best of the market rather than the market taking the best from us.

Brett Steele, NterNow
Simplify Your Buyer's Journey

Take a deep dive into your buyer's journey—from that first curious search to the triumphant post-closing high-five. Jot down every single step a buyer must navigate to snag their dream home from you. Count the steps, tally the decisions, and note how many folks they need to chat with along the way.

Now, choose one thing you can simplify for your buyers. Yes, it might mean some heavy lifting for your company, but hey, evolution never came easy! This industry is ripe for transformation, and those builders who streamline the homebuying process will be leading the charge. Change can feel daunting, but remember, it’s often worth it. Whether it’s fine-tuning a process, investing in worthwhile new tech, or (gasp!) trying something completely out of the box, every little tweak can pave the way for smoother transactions.

After all, when people are buying homes, they’re juggling a million other life events. You don’t want friction in their journey to add to their stress. So, turn that buyer's journey into an easy button! By doing so, you’ll not only simplify their experience but also lay a solid foundation for tomorrow’s homebuying adventure.

Marisa Kennerson, Realtor.com New Construction
Why Stories Matter

What’s your story? While people might remember a few facts or stats, they’ll remember the story you told and how it made them feel. It’s time to start sharing real, authentic stories—whether in your career or personal life. Stories connect us. If you’re reading this and thinking, “I can’t write my story,” you can. Find your people, invest in yourself, and put in the work to become the person you envision—both at work and at home. Understanding who you are, what you want, and what you stand for is the first step in writing your own powerful story.

Carol Morgan, Denim Marketing
The Future Of Content In 2025: A Blend Of AI, Search Engines And Consumer Needs

Content and its creation are rapidly evolving. AI-enhanced content, user-generated content, and voice search optimization are reshaping how brands communicate. While AI is capable of creating all of your online content, should it? The key to success is the ability to craft content that resonates with consumers, performs well in search engines, and is returned as a result of AI tools.

AI-enhanced content plays a crucial role in personalizing communications, particularly in areas like email marketing and push notifications. However, there is no replacement for human connection and creating meaningful relationships. Make sure that when creating content with AI, it reflects the brand’s voice and values.

Voice search optimization renders results from digital assistants like Siri and Alexa. Optimizing content for these voice search queries requires a shift toward more conversation copy and long-tail keyword strategies. This means writing more like we speak versus how we type!

Continuing to push to find ways to embrace user-generated content and create fans that share photos and videos will leverage social media platforms not only as marketing channels but also as search engines. After all, consumers are searching on social media platforms, and that is where they spend the bulk of their time online.

The rise of AI will create the need for more content—more blogs, FAQs, and more on individual website pages. While AI can spark creativity, draft, and even enhance content, ensuring it meets consumer needs, search engine criteria, and AI compatibility requires a thoughtful, human-driven approach.

Dan Bridenstine, Group Two
It’s All About Tech, Tactics, And Trust

As we move into 2025, it’s clear that embracing new tech and improving user experiences will drive success. With Google rolling out multiple core updates and ranking changes in 2024, staying flexible and proactive is more important than ever. Let’s focus on three key trends:

1. Prioritize engaging and immersive content: Visual content remains king, but buyers now crave more interactive experiences. From carousel ads and videos to AR tours and virtual walkthroughs, offering hands-on content is crucial for building trust and capturing user attention. Short-form videos will continue to dominate social media, while blog content needs to adapt to changing SEO and AI standards to stay relevant. Securing spots in Google’s AI Overview should be a key goal in 2025, as it will be one of the strongest signals of trust going forward.

2. Leverage AI thoughtfully for personalization: AI has become a standard tool in our marketing strategies. It streamlines content creation and helps tailor buyer experiences, but the human element remains essential. As AI tools improve, marketers must ensure that automated content still feels authentic and connects emotionally with buyers.

3. Use real-time data to adapt quickly: With constantly changing market conditions, relying on real-time data is key to targeting the right buyers at the right time. Geofencing allows for precise local targeting, and Google’s Performance Max campaigns keep your brand in front of buyers across all devices and channels. Flexibility in messaging based on geography, technology, and buyer preferences is essential.

Qadra Evans, Zillow Group
Educate Your Buyers

New construction homes are catering more and more to value-conscious consumers. A recent analysis found new construction homes were less expensive per square foot than resale homes in a majority of markets. However, buyers’ perception of new construction homes as unattainable has been hard to shake. Here’s a little sneak peek at Zillow’s 2025 Consumer Housing Trends Report data, surveying recent buyers and shoppers of newly-built homes: 32% of buyers told us that “budget/expensive cost of new construction” is the main reason they’re apprehensive about purchasing a new construction home, and nearly three in four (71%) have this reason among their top three. This year’s survey told us that budget is more important to buyers than ever before, with 89% of respondents saying that staying within budget is highly important.

What can we glean from this information? Now is the time for builders to seize the opportunity to educate buyers — not only on the cost of purchasing new construction in comparison to resale but to show them where else they’ll save when purchasing a new home. If a builder is offering a rate buydown, show the buyer what this means for their monthly payment. If there are energy-efficient features in the home, show the buyer how this lowers their monthly utility bill. A buyer also isn’t walking into immediate repairs or renovations with a new construction home, and that can give them peace of mind. But buyers don’t know any of this if we don’t educate them—we must share this value far and wide to help create a new perception of new construction. LEARN MORE: Understanding Affordability (dashboard); New US Homes are Now Cheaper by the Foot Than Existing Ones

Katie Kolakowski, Group Two
In An Unpredictable Economy, It’s All About Your Brand Promise

No matter the state of the housing industry or your marketing budget, 2025 is the year to lead with your most powerful marketing tool, your brand.

A brand promise defines what homeowners can expect from your company, not only in terms of the quality of the homes but also the experience throughout the entire building process. By consistently communicating this promise, builders reinforce their identity and set clear expectations, setting them up for success from that initial marketing touchpoint onward.

So why is this important for 2025? A brand promise will differentiate you in a crowded marketplace. Potential buyers are more likely to choose a builder who clearly defines their unique value proposition, whether it’s about sustainability, quality, or customer service. Integrating the brand promise into marketing also helps home builders craft more compelling narratives that connect emotionally with their target audience. When a builder’s promise aligns with a customer's aspirations—such as creating a dream home, offering energy savings, or ensuring peace of mind throughout the building process—it enhances the perceived value of the service. This can be reflected in visual branding, testimonials, and social media content that showcases real customer stories.

A strong brand promise provides the foundation (no pun intended!) for a cohesive marketing strategy that not only attracts potential buyers but also builds loyalty, turning first-time buyers into repeat customers.

Meredith Oliver, Meredith Communications
Creating Modern Marketing Magic

"Being a Modern Marketer" isn’t just a title—it’s the edge you need to stand out and drive real results in today’s dynamic homebuilding industry. To thrive as a modern marketer, start with curiosity—channel your inner K.O.B.E. by asking what you don’t KNOW, how you can do things BETTER, and how to EXECUTE more efficiently and profitably. Next, think like an ‘Editor in Chief.’ Attention to detail is your superpower—spot and make small tweaks that will greatly impact lead volume and sales. Use AI to generate fresh ideas and breathe life into existing strategies, but balance it with your HI (human intelligence) to tailor those ideas to marketing and selling new homes. Finally, embrace resilience; when your approach faces pushback or results falter, have the thick skin to own your setbacks or push back with data-driven confidence. Success demands grit, innovation, and the courage to keep improving. You got this—cheers to 2025 and creating modern marketing magic!

Julie Jarnagin, Do You Convert
Digital Marketing Success In 2025

2025 is going to separate outstanding new-home marketers from average marketers. At Do You Convert, we’ve worked with a lot of brilliant marketers who make a big impact on their companies. Here are ways you can become the best-of-the-best in our industry in 2025:

• Develop a deep understanding of your numbers throughout the funnel and analyze the data with tenacious curiosity.
• Embrace risks. If you never fail, you aren’t trying enough out-of-the-box strategies. Now is the time to reimagine old ways of doing things.
• Understand and refine your builder brand (and brand means a lot more than your logo and brand colors). Take time to identify what makes you stand out from competitors and celebrate that in your marketing.
• Question everything—not out of cynicism but out of a desire to truly understand before making a decision.
• Build an excellent team. Whether you’re a marketing team of one working with great partners or you have a large internal marketing team, the best marketers take feedback from multiple places and put that into action to get results.

Tom Nelson, UTour/NDG
Utilize Technology And Emotional Intelligence

The past few years have brought significant disruption to our industry—from the impact of COVID-19 to the rapid rise of generative AI and, most recently, new regulations around real estate agent commissions. As I write, headlines are filled with predictions that Google’s dominance in paid search lead generation will face serious competition in the coming year as AI-powered search tools become more mainstream.

My point is this: new home marketing, sales strategies, and consumer behaviors are always changing. In my 25+ years in the industry, our marketing and advertising approach, tactics, and tools have continuously evolved.

Yet, one thing remains constant: the core motivation of homebuyers. As Jeff Shore puts it, homebuyers are driven by “the promise of a better future and a better life.” They’re searching for their dream home—the setting for life’s most meaningful moments. And as an industry, we believe a new home is the best choice for these buyers.

My advice for 2025 is to embrace emerging technologies, but more importantly, to focus on deeply understanding the emotional side of home buying. What external and internal challenges are your buyers facing? By identifying these, you’ll make more effective marketing decisions—from content creation to advertising strategies—that truly convey your unique selling proposition. Audience targeting is easy; truly resonating with buyers on what matters to them most is what drives real engagement over simple clicks.

Heidi Schroeder, ECI
Planning Now Pays Dividends Throughout 2025

As the year draws to a close, take a moment to reflect on the successes and challenges you faced in 2024 to lay a strong foundation for 2025. A thoughtfully structured plan can align sales and marketing teams around shared goals, consistent messaging, and a unified strategy. A well-developed plan includes:

• Clear, measurable goals – covering company-wide, departmental, and individual objectives.
• A mapped Customer Experience journey – shared across the organization so everyone works toward the same vision.
• A 2025 growth strategy – with plans for training, adoption of new technology, and staffing.
• A clear but flexible budget – allowing for market shifts and opportunities to try new ideas.
• Regular assessment – scheduled throughout the year to review and refine the plan as needed.

The time you invest in planning now will pay dividends throughout 2025 and beyond.

Greg Bray, Blue Tangerine
Guide Your Buyers To The Next Step

A successful website isn't simply about showcasing your homes or communities; it's about guiding potential buyers down the path to the next step in the buying journey. This guidance starts online, well before they interact with your sales team. Your website serves as a roadmap; it needs to guide visitors through their journey smoothly, from start to finish.

Never forget that buying a home is one of the most significant and complex purchase decisions your customers will ever make. Don't assume they know precisely what they're looking for or what steps to take next.

Often, marketers view the online journey as a set of linear steps that start with a visit to the homepage. However, Blue Tangerine’s research shows that less than 20% of visitors actually begin on the homepage. With over 80% of your visitors entering your site on some other page, every page on your website should be treated as a potential first impression. Most buyers will begin on floor plans, community, or inventory pages, and every page must serve as a welcoming entry point.

Ensure that each page is optimized with clear calls-to-action (CTAs) that guide visitors seamlessly to the next step in their home-buying journey. Whether they’re exploring floor plans, learning about a community, or comparing inventory, each page should provide straightforward options to learn more, schedule a tour, or contact your team. Inviting them to move forward will ensure that your website generates high-quality leads that help you sell more homes.

Dennis O'Neil, ONeil Interactive, Inc
That “Other” Maps App

You may recall the launch of Apple Maps in 2012. It did not go well. It was one of the few times an Apple CEO issued a public apology shortly after a product release. For many years, it felt like Apple did everything in its power to actively discourage or deny marketers' access to business listings. All things considered, marketers had mostly defensible reasons for all but ignoring Apple Maps. Until now.

Apple Intelligence, the name for Apple’s recently released system-wide AI upgrade, promises to upgrade Siri to be the personal AI assistant everyone always wished she was. Guess which maps app Siri uses in her responses? If Apple Intelligence achieves just half of what it promises, the use of Siri and, by association, the use of Apple Maps will grow by multiples. I expect that Google Maps will surely remain dominant, but also that Apple Maps activity will grow to levels that present a real opportunity for home builders who take care of their listings.

Notably, Apple has also been upgrading the listing controls available for businesses on Apple Maps. You can’t buy ads, but recent updates to the Apple Business Connect dashboard indicate the company is getting serious about Apple Maps as a commerce platform.

If it’s been a while since your last visit to Apple Business Connect, dust off that password and take a fresh tour through the new toolkit. If you don’t have an account, get started by registering at https://businessconnect.apple.com.

Kody Smith, NoviHome
Target Smarter, Not Harder

In 2025, successful homebuilder marketers will move beyond mass email campaigns to deliver hyper-targeted marketing that resonates with buyers on an individual level. Invest in tools that capture real-time buyer preferences—like the homes they browse, save, or tour—and use that data to create campaigns tailored to their interests. Whether it's sending updates about Quick Move-In homes they’ve favorited or personalized follow-ups on design features they love, targeted marketing drives engagement and shortens the sales cycle. Buyers expect relevance, and the builders who deliver will stand out in a competitive market.

Brittany Horner, Mitchell Homes, Inc.
Creating Emotional Connections With Your Customers Through Content Marketing

Building an emotional connection with your customers is important, and it can be done through the content. Here are seven steps to creating content that connects with customers:

1. Know your audience—understand who they are and what they care about
2. Take bold risks and communicate consistently
3. Identify obstacles in the buying cycle
4. Develop a cohesive strategy
5. Feature the emotional benefit
6. Keep your brand promise.
7. Make sure your creative is both on strategy and unique to your category

In managing our marketing and online sales departments, it’s crucial to collaborate with our online sales team and listen to their experience on the frontline. Through active collaboration, you can turn objections into opportunities month over month. On a regular basis, review your website from the perspective of a customer, as well as look at online lead registrations and web traffic analytics to have a healthy pulse on the top of the funnel—then pivot accordingly to drive conversions and elevate your brand. READ THE FULL BLOG

Angela McKay, ONeil Interactive Inc.
Reignite Your Creative Spark

With so much focus on meeting deadlines and managing tasks, it's easy to lose sight of the human side of marketing—the ability to think outside the box and build genuine connections effectively with homebuyers. Make 2025 the year you revitalize and reignite creativity. Being creative is what helps drive innovation and sets your brand apart. It’s important.

Start by setting aside time for creative thinking. This could mean reading books or listening to podcasts that spark new ideas. Even simple things—like noticing what catches your attention in daily life—can lead to fresh perspectives. The goal is to open up space for fresh thinking and remain receptive to new possibilities.

Being curious is part of the process. Ask questions. Look at things from different angles and perspectives. Challenge yourself to find inspiration not just within the homebuilding industry but from everything around you. How do your favorite brands engage you? What motivates you to open an email from one of your favorite brands? Or click through on an ad on Instagram or Facebook? Understanding these triggers can help you connect more effectively with potential buyers.

Collaboration is key. You don’t have to come up with everything yourself! Involve your team in brainstorming sessions, listen to new ideas, and allow room for exploration. Creativity thrives when everyone feels empowered to contribute and when failure is seen as part of the process.

Creativity isn’t about perfection—it’s about experimentation and finding what truly resonates. In 2025, prioritize creativity. The most successful campaigns, the strongest connections, and the most innovative ideas will come when you let curiosity guide you.

Justin Doornbos, BombBomb.com
Top 3 Video Emails For Builders - PRE - POST - GHOST

In the competitive world of home building, standing out is crucial. The Pre-Post-Ghost video email strategy can help you convert more leads and secure more referrals. Here’s how each type works:

1. Pre-appointment video: Set the stage

Send a personalized video before the prospect visits your model home to introduce yourself and create excitement. This helps build rapport and increases the chances they’ll show up, as they feel a psychological pull to meet you after seeing your genuine enthusiasm.

2. Post-appointment video: Leave a lasting impression

After the appointment, a video email ensures you stay top of mind. While competitors might send a generic text email, your personalized video shows you care, keeping the conversation alive and making a stronger connection.

3. Ghost Video: Re-Engage lost leads

When a lead goes silent, a video email is hard to ignore. It’s a friendly, personal touch that encourages a response, unlike plain text emails that are easy to overlook.

Conclusion

Using Pre-Post-Ghost video emails is a simple but effective way to convert leads, stay memorable, and turn prospects into long-term clients and referrals.

Jon Sherman, VC Productions LLC
To Be Creative, You Sometimes Need To Limit Yourself…

Many builders approach marketing, and specifically video marketing, from a familiar perspective, and it’s because they often adhere to the same self-imposed rules on what “has to be” in their videos. Marketing needs to create a feeling, tell a story, and differentiate your brand, but if everyone is compelled to talk about “how long they have been in business,” and that they “use quality materials,” and that they “are family run,” and “care about their customers,” then they are going to start to look, sound and feel the same.

Sometimes, you need to limit yourself, specifically about what you are going to say or include in your marketing videos, to tell a story that will resonate. So when our friends at Stone Martin Builders launched their campaign “It’s okay to want more” with our friends at GroupTwo, instead of listing all the included features you get more of, we thought of other scenarios where it might be okay to “want more.” So this Stone Martin Builders - Dog Video features a cute pup that clears his plate way too quickly, but “it’s okay to want more.” We hired professional dog talent and put together this story in long-form and short-form for social. This Santa Video came out right around the holidays and was a creative way to differentiate New Homes from “Used Homes” and the value you get with a new, properly built home.”

What you don’t see in these videos are all those other details, like how many years they’ve been in business…

So, to get creative and stand out, it’s as much about what you say as what you don’t say, so you can catch attention and connect with your audience.