How Real Estate Companies Will Hold Large Amounts of Data in 2025 to Improve Marketing Strategies
Using data to market services and products has become increasingly important as the amount and types of data that can be collected increase.
As we outlined in our post on 2024 digital marketing trends, the increasing amount of data has led to more companies using AI systems to analyze data in real time. This lets “marketing agencies not only tailor proposals for each potential customer's needs but to check the success of the marketing campaign in the process and apply any changes if needed.” Real estate is one such industry where the amount of data that can be gathered rapidly increases yearly, with many companies holding large amounts of data.
With more people expected to buy properties in 2025, an annual increase of between 2% and 9% from 2024, real estate companies will need to take advantage of their large datasets to improve their marketing strategies and reach potential buyers.
How Real Estate Companies Can Store Large Amounts of Data
In order to store increasing amounts of data, many real estate companies are turning to modern database management systems. Anywhere Real Estate Inc. recently went all-in on a digital transformation by partnering with MongoDB, which allowed them to pull thousands of data sources into the platform. MongoDB offers a wide variety of NoSQL databases that are designed to hold large datasets. Their document databases use a document model to store data, which allows multiple data points from different fields to be easily stored in one location. This is important as a typical real estate database will need to hold information on property listings, client details, transaction history, and market data. A document database also allows for seamless scalability, allowing real estate companies to easily expand their datasets without upgrading their storage capabilities. As they collect and hold more data in 2025, more real estate companies will be able to use their large databases to improve their marketing strategies.
How Data Can Improve Marketing Strategies
Targeted Marketing and Personalized Offers
Large datasets give real estate companies a much more accurate overview of what potential buyers are looking for. For example, they can look at demographic patterns and historical purchasing to design targeted marketing campaigns that resonate with specific buyers. Targeted marketing campaigns have a much higher chance of resulting in a purchase, with a study by Deloitte putting the conversion rate at 20%. As a result of this targeted marketing, real estate companies will be able to use their large data sets to make personalized offers. They will be able to tailor their communication, presentation, and negotiation styles to suit their customers' personalities, preferences, and pain points by analyzing data from their customer’s interactions, transactions, and feedback. A popular marketing strategy is a personalized email campaign, as it encourages loyalty among the target audience. Using a modern database system like a document database, a real estate company will be able to build customer profiles easily.
Dynamic Pricing
Large data sets allow real estate companies to take advantage of dynamic pricing. This marketing strategy is where real estate companies can adjust prices in real-time to reflect market conditions and consumer demand. A large dataset that holds information on competitor pricing will allow real estate companies to be much more agile in how they market and price properties, as well as their ability to counter competitive offers. It will also allow them to continue marketing properties during a market slowdown, as they will be able to use their data to adjust prices accordingly.
Content Creation and Social Media
Property buyers can be targeted in multiple ways, with online content and social media being one of the most effective. A good marketing campaign is always about trust, and effective marketing content establishes the real estate company as an authority in the industry. By presenting the data they have acquired through online blogs or social media posts, they can build trust and become a reliable source of real estate information. For example, social media posts that highlight property trends in the overall industry or certain locations will increase the chance of getting the attention of a potential client. Semantic searches now mean that clients are able to look for more targeted content online, and real estate companies can use their vast datasets to provide information on popular topics as well as niche subjects that are not universally covered. The advantage is not only for the client; real estate companies will be able to harvest data gathered from social media and blog posts (this is known as unstructured data and can be stored by NoSQL databases) to quickly identify industry trends to immediately change their marketing policies.
With real estate companies holding more data than ever before in 2025, the above points are the most effective methods to use this data to improve marketing strategies.
