Technology is reshaping real estate marketing at an unprecedented pace, redefining how developers, marketers, and sales teams engage with buyers. AI-powered campaigns, precision-targeted outreach, and social media platforms like TikTok and Instagram are revolutionizing engagement strategies, while virtual reality is transforming property tours—allowing buyers to make purchasing decisions without ever setting foot on-site. Meanwhile, data analytics provides developers with sharper insights, enabling them to anticipate market trends with remarkable accuracy.
This technological evolution isn’t just an industry shift—it’s a fundamental transformation. Real estate professionals who understand and adopt these tools will gain a competitive edge in an increasingly digital marketplace. We spoke with Fallon Brackenbury, Marketing Manager here at MLA Canada, to explore how AI, data, and digital strategies are redefining real estate marketing—and what developers need to know to stay ahead.
AI In Real Estate Marketing: A Game-Changer
Artificial intelligence is driving efficiency and innovation across real estate marketing. While the industry has historically been slow to adopt emerging technologies, this time is different.
“We’re seeing earlier-than-typical adoption of AI across the industry,” says Brackenbury. “Hyper-personalized campaigns, chatbots with custom GPTs that know everything about a presale project, new rendering capabilities that drastically change project marketing timelines, and tools that optimize our timing in-market—these are just a few of the ways AI is transforming our approach in real-time.”
Developers are also using AI to refine outreach strategies. Predictive analytics now play a crucial role in anticipating buyer behaviour, allowing campaigns to launch at optimal times for maximum engagement. AI-generated Realtor videos—where a real estate professional’s likeness is used to deliver tailored messaging—are also emerging as a powerful tool in presale marketing, offering an efficient way to generate content at scale (and on a budget).
Data-Driven Marketing: Understanding Buyer Behaviour
The importance of data analytics in real estate marketing has never been greater. By tracking key metrics such as interest rate fluctuations, buyer demographics, and pricing trends, developers can make informed, strategic decisions about how and when to bring new projects to market.
“Data analytics helps us identify the optimal time to launch a project, gauge buyer preferences, and refine pricing strategies,” explains Brackenbury. “From a marketing perspective, these insights allow us to target audiences more precisely and optimize our time in-market.”
Beyond launch strategies, real-time data tracking allows marketers to monitor engagement metrics, refining campaigns based on buyer interactions. This ability to adjust pricing, unit mix, and messaging with precision is giving developers a distinct competitive advantage, ensuring that marketing dollars are spent efficiently while maximizing lead generation and conversions.
Social Media and Influencer Marketing: Engaging the Next Generation of Buyers
Social media is a vital channel for reaching younger buyers, yet many developers are still playing catch-up in terms of strategy.
“While Canadian developers are present on Instagram and TikTok, you won’t often find them actively participating in trending content formats,” says Brackenbury. “Most stick to static imagery and lifestyle branding, rather than leveraging trending videos or interactive formats.”
Developers with forward-thinking digital strategies, however, are seeing measurable success. Informational livestreams, investment-focused explainer videos, and Realtor-led virtual tours—both real and AI-generated—are gaining traction.
In fact, influencer marketing has introduced a new level of authenticity to presale campaigns, offering a welcome balance in the digital ecosystem. “Realtors with large social followings are giving real-time feedback on their first look at new projects,” adds Brackenbury. “We often host filming days where Realtors can tour a development and create content for their social media platforms.”
Engagement metrics such as click-through rates, social shares, and conversion tracking are used to measure the impact of these campaigns. The result? A shift toward influencer-led marketing, which builds credibility and fosters trust in an increasingly digital-first landscape.
Overcoming Challenges in Smaller Markets
While AI and digital marketing are transforming real estate promotion in major cities, smaller markets present their own unique challenges.
“In regions like the Okanagan or Fraser Valley, budgets tend to be tighter, and buyers may be less familiar with advanced tools,” notes Brackenbury. “Additionally, access to high-quality data for AI models is more limited than in larger metro areas.”
That said, smaller developers are finding ways to leverage AI and stretch their budgets. Instead of investing in costly location shoots, some are generating AI-powered neighbourhood imagery for marketing materials. Others are using AI-driven ad optimization tools to precisely target prospective buyers, ensuring efficient allocation of marketing spend.
Looking Ahead: What's Next for AI and Real Estate Marketing?
Despite AI’s rapid evolution, in-person interactions remain a crucial part of the purchaser journey. The future of real estate marketing won’t be about replacing traditional methods—it will be about blending digital and physical strategies to create a seamless, trust-driven experience.
“A hybrid model will dominate for the next few years,” predicts Brackenbury. “Buying a home is a major purchase, and most buyers still want to see the product in person to some degree. That said, I do believe that we’ll be selling homes fully online in the next couple of years through AR/VR tools.”
The shift toward digital transactions is accelerating, but the human element isn’t going anywhere. If anything, the demand for genuine engagement and meaningful connections will only grow as buyers place greater emphasis on lifestyle and community.
“I believe there is a growing trend toward community connection,” says Brackenbury. “As the world becomes more digital, people are craving deeper connections within their communities. Developers who can authentically integrate community-building elements into their projects will be well received.”
Further, developers who successfully integrate AI, data analytics, and immersive digital experiences—without losing sight of human connection—will define the future of real estate marketing. The most effective strategies will combine predictive analytics with targeted digital engagement, AI-driven content creation with real-world authenticity, and technological innovation with a deep understanding of buyer psychology. Those who embrace the power of AI and digital marketing while maintaining a personal, community-driven approach won’t just keep pace with the market—they’ll set the standard for success.
