"Focusing on marketing a home’s green credentials, and advising clients on EPC ratings and possibilities for eco-conscious improvements could help generate interest in the property"
- Lucy Cromwell
It’s tough making property predictions, UK estate agents are seeing the changing economic and political landscape along with the rise of eco-friendly and sustainable energy all contribute to buyer decisions in the housing market, so it’s wise to consider how you can stand out from the crowd in the property market in 2025.
Here we’ll look at six trends that are having an impact on UK estate agents in 2025.
Surge in build-to-rent developments
Although the concept has existed since 2012, there has been a recent surge in built-to-rent developments. These developments are particularly appealing to a younger demographic who seek hassle-free homes that often feature more amenities than they would traditionally have access to in the private sector.
Young renters today are often savvier about the sometimes volatile nature of the rental market, and BTR properties offer them peace of mind through long-term rental stability and professional property management.
Good estate agent advice will tell you that as house prices continue to rise, BTR properties offer an opportunity for young people to settle down securely without the need to save for a mortgage deposit.
It also reduces the stresses associated with many private sector landlords; the homes are often newly built with sustainability in mind, there is no fear of tenancy agreements not being renewed in favour of selling the property, and there is often an on-site maintenance team to take care of any issues swiftly and effectively.
As BTR is still a relatively new concept, it’s important to consider the best ways to manage and market these kinds of properties effectively, taking into account the target demographics and any additional features or amenities they may offer.
The growth of virtual assistants
In the last few years, many businesses have been turning to virtual assistants (VA) and AI technology to help boost their efficiency and productivity, and the benefits for estate agents can be huge.
Whether you choose to employ a remote VA to deal with routine administrative tasks such as following up on leads or filing important documents, or if you turn to AI-powered options such as ChatGPT or Zoopla’s AI for assistance with appointment scheduling or drafting copy for your website listings.
There’s a good chance there’s a solution that could be saving you time and money, whilst also ensuring your customers are well looked after.
Having a remote VA available to answer phone calls and emails is a cost-effective way to make sure you can focus your time and attention on house viewings and other sales tasks without worrying about missing out on a high-value lead.
This approach can raise you above your competitors by offering an improved client experience and adapting to consumer expectations in today’s fast-paced world.
"There are many additional “cost-saving” elements of having a virtual assistant on hand," says Danielle Jones at Virtalent. "One of the best is the potential for increased productivity and efficiency. Virtual assistants free business owners to focus on what they do best: driving their business forward."
Emphasis on Sustainable Housing
Another top priority for home buyers and renters in the current market is sustainability. The past few years have seen enormous price increases for energy suppliers, so more and more people are turning to eco-friendly energy-efficient options such as solar panels to help power their homes.
Focusing on marketing a home’s green credentials, and advising clients on EPC ratings and possibilities for eco-conscious improvements could help generate interest in the property.
Encouraging homeowners to consider upgrading their properties to be more energy efficient could not only increase the value of their homes but is also a great step towards the UK’s net-zero targets.
As the UK government encourages a shift towards electric vehicles, their zero-emission vehicle mandate published in January 2024 sets out a plan that within the next ten years all manufacturers will need to switch 100% of their manufacturing to electric vehicles. As a result, they have made several grants available for people wishing to add a vehicle-charging point to their home.
Whilst the initial outlay to improve a home’s sustainable aspects might seem steep, the long-term benefits cannot be underestimated, and include not only reduced operational costs but also often improved health for the householder and retained value for the property.
Rise of digital property transactions
Trends towards sustainability and technology continue into the office itself, with a leaning towards paperless and digital transactions. E-signature platforms and blockchain software have become a staple of office efficiency, and their prevalence will continue to grow through 2025.
Not only do services such as this offer increased speed and efficiency (compared to traditional postal options) for getting important documents signed, but they also offer greater levels of security and discretion around sensitive data and information as they can be encrypted or password-protected.
Digital ledgers and file storage are also much more efficient than stacks of paperwork, and with an effective filing system, it is often far easier to locate specific documents or information. The sustainability benefits of reducing paper use are obvious, as is the financial benefit on stationery and postal costs.
The combination of all of these factors goes a long way to streamlining your business interactions, increasing transparency of transactions, and reducing administrative costs and deadline stress for both the estate agent and the client.
Changing buyer priorities
In 2025, we’ll continue to see the effects of the post-pandemic shift towards home-working. With more people working remotely, buyer priorities have changed, and we are seeing an ongoing trend towards the popularity of homes in suburban or rural locations over city centre living, now that commuting times are no longer a factor for so many workers.
As online shopping and entertainment options expand, this trend only strengthens, as people no longer need easy access to the high street, so instead seek out homes in quieter countryside or coastal environments, with peaceful outdoor spaces and easy access to green areas.
There is also a rise in demand for homes with dedicated workspaces for remote workers, so property marketing and listings should be adapted to reflect where rooms or areas could be used as studies or home offices.
Increasing role of social media marketing
Technology, digital marketing, and social media are becoming indispensable tools for property sales and rentals, so it’s worth learning about the best ways to harness these platforms to make them work to your advantage. Platforms such as Instagram, TikTok, and Facebook are all driving forces behind successful property marketing, as you can employ strategies such as video walkthroughs, live Q&A sessions, and more.
Each platform has a different demographic and style, so it’s worth making platform-specific content rather than using a ‘one-size-fits-all’ approach. Whether that’s photos, videos, or short reels, you should also include relevant hashtags, locations, or collaborator tags to reach the widest possible audience.
Paid advertising can also be a great way to increase engagement, but it’s worth consulting regularly with a professional social media expert for advice on the best way to get leverage from your marketing efforts. This will ensure you have the most up-to-date information about algorithms and social media trends to inform your content and increase its effectiveness.
Adapting for the future
UK estate agents need to keep ahead of trends if they are going to thrive in the increasingly competitive property market. Embracing new ways of working and moving towards digital property transactions is one way to help your business grow and achieve success, but so is understanding the changes in buyer priorities and interests.
