Times are constantly changing – now more than ever. With this in mind, we present the 4 latest trends in real estate marketing that are going to condition many of our strategic and commercial decisions in the coming years.


1. Introduction

2.Real estate marketing trends for 2020

2.1. Farewell to the appeal of isolated rural villages to retirees

2.2. Built-to-rent homes

2.3. Green houses: a symbol of social responsibility

2.4. Technology and virtual reality, a growing trend in real estate marketing


We all know that we are in the age of continuous evolution and novelty. Society is changing and we as a company must know how to adapt to it. New technologies create incredible resources for the real estate sector, such as mobile applications developed to help real estate professionals.

The concern for the client and the fluctuating political and social forecasts of the coming years leave us with a sector full of changes and uncertainty. How can we overcome this situation?

Real estate marketing trends for 2020

1. Farewell to the appeal of isolated rural villages to retirees

“We are ill-prepared to deal with this situation,” – Phill Byliss

People’s life expectancies have been growing steadily over the last decades, evidently resulting in a very high percentage of the population being over 65 in the coming years. In fact, it is estimated that in 2066 this group will constitute 34.6% of the population in Spain.

However, this new generation of pensioners is less and less willing to retire to rural villages isolated from society, but rather it is estimated that there is a tendency for the elderly to become increasingly integrated into urban centres even after retirement.

“We are ill-prepared to deal with this situation,” says Phill Byliss, head of pensions at Legal and General.

Other European countries such as Sweden and the Netherlands are pioneers in community-based care for older people. Adapting housing to age-related illness can be an interesting objective for this large and currently underserved sector of the population.

2. Built-to-rent homes

“It will be like an Airbnb on steroids” – Warburg Peters

The so-called “built-to-rent homes” are a growing trend already active in countries like Germany that are adapting to a new, much more uncertain and versatile lifestyle. Their aim is to focus on the quality and adaptability of the rental property for people and families who either do not want to, or cannot, commit to buying a property in the long term.

By previously managing the housing and properties for this need, they will be adapted to the potential users who, with the help of technology, will experience a combination of home-living and hospitality, moving from one home to another in the most comfortable and natural way possible.

Real estate professional Warburg Peters theorises this trend and states: “It will be like an Airbnb on steroids”.

3. Green houses: a symbol of social responsibility

If we talk about real estate marketing trends, this is undoubtedly one of the most promising.

The new targets for reducing greenhouse gas emissions approved by the European Union for 2050 have put a deadline on an issue that has been on the table for many years. The world is getting hotter and we must do everything we can to prevent this. The younger generations are becoming increasingly aware of this and are therefore directing their daily decisions towards the well-being and sustainability of the planet.

When adapting a property on the market, it is highly advisable to think about sustainability as an attractive and persuasive argument for the customer. Even though a complete ecological reform of the property would cost an arm and a leg, every change counts.

Small gestures such as the use of tinted window films, energy-saving appliances, highly efficient heat pumps or classic solar panels can be a decisive factor in adapting to the new European pollution targets and convincing the user that this is the property they want to live in.

4. Technology and virtual reality, a growing property marketing trend

Technological trends in the real estate sector are not a novelty, however, their continuous evolution deserves a special mention in this section.

While the use of web platforms and applications for the sale and rent of property is already well-established, the use of resources such as virtual reality or virtual tours shows how technology is far from slowing down its progress in society.

With a population that is increasingly adapted to new technologies, knowing how to position itself in the mind of the consumer as “reliable and “innovative” involves incorporating elements and resources into your properties that stand out from the competition. Transparency is reliability, information is security and dedication is an element of closeness to your client.

360º virtual tours offer a complete and honest view of a property, giving the client a perspective of the property that is very different from what he would have been able to obtain by viewing only static images.

Despite the fact that there are infinite property marketing trends, the selection we have made in this article effectively represents the direction the property sector is heading in this 2020.