Our Greatest Hits and Misses: A 5-Year Trend Review

In today’s digital landscape, User Generated Content (UGC) has continued to be a powerful marketing tool. As consumers seek authenticity and relatability, brands increasingly use UGC to connect with their target audience. From social media posts to influencer partnerships, UGC offers a more genuine and engaging way to reach customers and build brand loyalty.

After the height of the pandemic, the work-from-home lifestyle never really ended. One in five workers are completely remote in today’s workscape, and 38% of workers are on a hybrid model, with a few days at home and a few in the office. Highlighting unique spaces in your homes and communities has continued to be important because it shows that your home fits the buyer’s lifestyle. Flex spaces are incredibly popular because most buyers seek a convenient and functional area to work from home.

Need we say more? Short-form video continues to dominate the digital landscape. Its popularity surged during the pandemic and has only grown since then, and TikTok, in particular, has become a go-to platform for homebuilders. By leveraging short-form video, homebuilders can effectively showcase their properties’ unique features and benefits, engaging potential buyers in a visually appealing and informative way.

Personalization will remain a crucial element of effective digital marketing in 2025. By understanding customer preferences and delivering relevant content at the right time, businesses can create more engaging experiences and drive conversions. Personalization helps to build stronger relationships with customers, improve loyalty, and gain a competitive advantage in the digital landscape.

While the Metaverse hasn’t fully materialized as initially anticipated, virtual tours, Matterports, and our own Fly Tours continue providing immersive and engaging homebuyers experiences. These technologies allow potential buyers to explore their desired floorplans from the comfort of their own homes, enhancing the overall buying process. As technology advances, the Metaverse may become a more significant player in this space, but for now, traditional immersive experiences remain a valuable asset for homebuilders.

Building community and brand identity is still essential for digital marketers in 2024. By fostering a sense of belonging and connection, brands can increase engagement, enhance customer loyalty, improve reputation, gather valuable feedback, expand organic reach, and gain a competitive advantage in the digital landscape. The more consumers trust your brand the more likely they are to purchase with you.

Short-form video will continue to be a dominant force in 2025. Since our initial report in 2022, which found that 85% of marketers saw increased reach and engagement from short-form video, its popularity has only grown. It’s safe to say that short-form video is a staple of digital marketing strategies and will remain so for the foreseeable future.

Employee Generated Content (EGC) has continued to grow in importance for homebuilders. By encouraging employees to share their experiences and perspectives, homebuilders can create more authentic and relatable content that resonates with their audience. EGC helps to humanize the brand, build trust, and foster a sense of community.

TikTok’s emergence as a search engine has grown significantly since we first dove into the topic in 2023. Users increasingly turn to the platform to discover new trends, products, and information. TikTok’s algorithm, which is optimized for engagement and relevance, often provides more personalized and visually appealing search results compared to traditional search engines. This shift has led many businesses to adapt their marketing strategies to include TikTok-specific content and SEO tactics, recognizing its growing influence on consumer behavior and purchasing decisions.

The effectiveness of zero-click content largely depends on your specific social media goals. While removing links can boost engagement and reach by increasing comments and shares, it’s crucial to consider whether your primary objective is to drive web traffic. If generating clicks is a priority, including links is still valuable. Ultimately, the decision to use zero-click content should be based on carefully evaluating your overall marketing objectives and the desired outcomes for your social media presence.

In 2024, AI-powered content creation tools like ChatGPT have become more integrated into the homebuilding industry. While they offer efficiency and productivity benefits, their effectiveness depends on factors such as creativity, accuracy, and ethical considerations. Combining human creativity with AI’s capabilities, a hybrid approach is often the most successful strategy because, at the end of the day, AI chatbots will never fully replicate the kind of copy your human staff can put together.