Marketing in Property — The Complete Guide to Strategy, Careers, and Growth
Marketing in the property industry spans residential and commercial real estate, proptech, build-to-rent, and new-home development. It blends place-making, brand storytelling, and performance marketing with local market knowledge and compliance. This guide explains what property marketing involves, how to build a career in it, when to use specialist agencies, and how The Hidden Market connects property businesses with high-impact marketing talent.
Founder’s Insight – James Gilford on Marketing in Property
"Property marketing is uniquely local and lifecycle-driven. From land acquisition to lease-up, every phase needs different messages, channels, and metrics. The best teams combine brand, community, and hard-nosed performance to keep enquiries, viewings, and conversions moving."
James Gilford – Founder – The Hidden Market
We recruit across developers, housebuilders, estate & lettings agencies, REITs, proptech platforms, and BTR/PRS operators — matching specialists who understand absorption rates, lead quality, and pipeline health.
More info on Marketing Recruitment?
Explore our Marketing Recruitment Guide for roles, trends, and insights across industries.
What Is Marketing in Property?
Property marketing covers the strategies used to position places, assets, and services — attracting vendors, buyers, landlords, tenants, and investors. It includes brand development, local SEO, portal optimisation, content, paid media, signage & CGIs, events, and community activation.
Unlike many industries, real estate activity is highly cyclical and geo-specific. Marketers must balance performance targets (enquiries, viewings, reservations) with long-term reputation and placemaking across schemes and portfolios.
The Shift to Digital, Data, and Proptech
Search, portals, and programmatic have transformed demand generation. Teams now optimise listings (e.g., portal rankings), deploy marketing automation for nurturing, and integrate CRM with lettings/sales systems to track conversions from first click to completion.
Key Roles in Property Marketing
Roles include Marketing Manager, Digital Marketing Lead, Content & Social Manager, CRM/Automation Specialist, Brand & Placemaker, Events Manager, and Performance/PPC Manager. On the asset side: Leasing Marketing, BTR/Student Housing Marketing, and Commercial (offices/industrial) Marketers.
How to Build a Career in Property Marketing
It’s a great field for marketers who enjoy tangible outcomes and local impact. Experience with listings, viewings funnels, and sales/lettings operations is highly valued, as is stakeholder management with development, asset, and sales teams.
Skills You Need
Local SEO, paid media, portal optimisation, CRM & email, copy & creative, analytics, and events. Knowledge of ASA/CPRs guidance, fair advertising, and accessibility in marketing is important for compliance.
Typical Backgrounds
Estate agency, developer/housebuilder marketing, proptech platforms, or B2C performance roles. Many pros transition from hospitality/retail marketing due to similar footfall and conversion dynamics.
Entry Points and Career Growth
Start as Marketing Assistant/Coordinator or Listings/Content Executive; progress to Marketing Manager, Head of Marketing, or Portfolio/Group roles overseeing multiple schemes and regions.
Tips for Transitioning Into Property Marketing
Build a portfolio of listings, campaigns, and show-home/event activations with measurable outcomes (e.g., cost-per-enquiry, viewing-to-reservation rate). Learn the sales journey: lead → viewing → offer → exchange/completion (or tenancy).
The Skills and Tools Every Property Marketer Needs
Successful teams connect media, on-site experience, and sales operations. Tooling and measurement make the difference between views and viewings.
Technical Skills
GA4 & tag management, Meta/Google Ads, local SEO, portals optimisation, marketing automation/CRM, and pipeline analytics. Familiarity with CGIs, floorplan/spec sheets, and interactive maps is a plus.
Soft Skills
Stakeholder management, copywriting, community engagement, and pace. Property launches and lease-ups require calm execution under deadlines.
Tools to Master
HubSpot/Salesforce (or industry CRMs), GA4/Looker Studio, ad platforms, listing/portal dashboards, CMS (WordPress/Webflow), and email tools. For creative: Canva/Adobe, plus site-capture/photo/video workflows.
Working With Property Marketing Agencies
Developers, agents, and operators often partner with specialist agencies for branding, scheme launches, digital campaigns, and CGI/visualisation.
What Property Marketing Agencies Do
Brand & placemaking, media planning/buying, portal and PPC optimisation, content & social, PR, signage/wayfinding, hoardings, and launch events — all aligned to enquiry and absorption targets.
When to Use an Agency
New scheme launches, rebrands, slow absorption, new markets, or when internal capacity is stretched. Agencies add specialist skills and surge capability.
How to Choose the Right Agency
Look for proven lease-up/sales case studies, local expertise, and transparent performance reporting (enquiry quality, CPA, viewing rates). Ensure alignment with your sales ops and CRM.
Top Property Marketing Agencies in the UK (2025)
Notable specialists span branding, CGI/visualisation, and performance marketing. See our guide on Top Property Marketing Agencies for a curated list and selection criteria.
Careers and Job Opportunities in Property Marketing
Demand spans estate & lettings networks, housebuilders, BTR/student operators, commercial RE, and proptech. Roles range from hands-on performance to portfolio leadership.
In-Demand Roles
Marketing Manager, Digital/Performance Lead, CRM/Automation Specialist, Content & Social Manager, Leasing/Lettings Marketing, Events Manager, Head of Marketing (Portfolio).
Salary Overview
Entry roles ~£26k–£35k; managers ~£40k–£65k; heads of marketing/portfolio roles ~£70k–£110k+, depending on region and asset class.
Where to Find Jobs
Most opportunities appear on LinkedIn, industry job boards, and through specialist recruiters. Explore roles via The Hidden Market’s property marketing jobs board.
Trends and the Future of Property Marketing
Competition and consumer expectations are rising. The winners integrate digital performance, place experience, and data-driven decisions.
- Proptech & Automation: From virtual tours to automated nurturing and booking tools.
- Local SEO & Reputation: Maps, reviews, and community content drive discovery and trust.
- Content & Visuals: Video, CGIs, and UGC to bring schemes and neighbourhoods to life.
- Sustainability: ESG features and energy performance increasingly influence demand.
How The Hidden Market Helps Property Companies and Marketers
The Hidden Market connects developers, agents, operators, and proptech brands with marketers who deliver enquiries, viewings, and conversions. We understand the full funnel from listing optimisation to brand and placemaking.
Whether you’re scaling a sales & lettings team or launching a flagship scheme, we help you hire marketing talent that moves the needle.
Resources for Property Marketers
Keep learning with these industry resources:
- Events: MIPIM, UKREiiF, Property Marketing Awards
- Publications: Property Week, EG (Estates Gazette), PlaceTech
- Communities: UKPA (Placemaking), BPF forums, Build-to-Rent networks
- Toolkits: GA4/Looker Studio dashboards, portal optimisation checklists
Summary
Marketing in property is where brand, community, and performance meet. From scheme launch to stabilisation, marketers who can connect local insight with digital excellence will drive absorption and asset value.
The Hidden Market partners with property organisations and marketers to build high-performing teams and careers across residential, commercial, and proptech.