5 Smart Property Marketing Moves in FY25
As the 2025 financial year kicks off, property businesses across the country are recalibrating. Budgets are under review, marketing teams are being restructured, and strategies are being scrutinised against a cautiously optimistic market backdrop. With interest rates showing signs of easing and whispers of a market resurgence, now is the perfect time to get laser-focused on marketing impact.
Here are some practical and strategic ways property brands can gain momentum in the year ahead:
1. Reassess Your Content Strategy
Many property brands focus on volume – more posts, more listings, more ads. But in FY25, quality and relevance will outweigh quantity. With customers becoming more selective, content needs to offer real value, not just visibility.
Tips:
Audit your current content: What’s performing? What’s being ignored? Use the insights you gather to inform your content strategy for the rest of the year.
Shift toward educational, lifestyle and community-focused content that builds trust and emotional connection.
Use storytelling to showcase your community, local businesses, and future-focused sustainability features.
2. Align Marketing with Sales Goals
Marketing and sales shouldn’t operate in silos. Alignment is crucial for lead nurturing, conversion, and retention.
Tips:
Use sales team knowledge to inform and inspire your marketing activities – what are the FAQs and buyer objections they're hearing?
Ensure your CRM captures insights across the entire customer journey, not just at the enquiry stage.
Build nurture sequences that engage prospects from awareness through to decision.
3. Lean into Customer Experience as a Differentiator
Customer expectations are higher than ever. If your customer journey from enquiry to settlement feels impersonal or inconsistent, you’re leaving money, reputation and referrals on the table.
Tips:
Map your customer experience: where are the gaps, frictions, or moments of delight?
Build feedback loops into every stage and act on insights.
Create a branded post-sale experience (welcome packs, community guides, milestone emails).
4. Do a Signage Audit
Your signage is often a buyer’s first brand interaction, so don’t let it be a missed opportunity. Poor, dated or inconsistent signage can undermine an otherwise polished brand.
Tips:
Drive past your development sites like a buyer would. Is signage current, legible, on-brand?
Consider wayfinding, entry experiences, and after-hours visibility.
Download our free Property Signage Playbook to get started.
5. Tap into Your Existing Network with Affiliate Marketing
Affiliate marketing enables you to amplify your reach by activating the networks you already have.
From satisfied purchasers to builder partners and real estate agents, your broader community can become powerful brand advocates. With the right structure in place, these trusted voices can help attract qualified buyers through word of mouth, social sharing, and direct recommendation. Explore PropSquad to learn more.
FY25 is shaping up as a critical year for property brands to recalibrate and refocus. By combining smart strategy with genuine connection, businesses can drive not only more leads – but better relationships, deeper loyalty, and long-term value.