Temperatures are warming up, and with the fed expected to make a series of rate cuts in 2025 this is good news for homeowners looking to buy and sell as mortgage rates will be expected to come down in 2025. The Basis Research and Insights team has released the most recent knowledge briefing on the Real Estate industry meaning you can feel confident pitching and closing your next real estate campaigns!

Some of the key topics covered in this VKB are:

    • Most homebuyers begin their search online, and all five audience segments spend at least 28 hours a week online, and brands have an opportunity to connect with them through digital channels. Looking to the future, brands should establish a stronger online presence to capture the attention of potential new real estate segments. Brands will need to consider leveraging emerging media channels to stay relevant.​
    • People are increasingly moving from high-cost states like New York and California to more affordable areas in the South, such as Florida and North Carolina. While financial strain remains a concern, many potential buyers are optimistic, with over half believing market conditions will improve within the next 6-12 months. Motivations for purchasing a home vary, with many driven by the desire for homeownership, major life changes, or the need to be closer to family and friends. Despite affordability challenges, the demand for housing remains strong, particularly in regions offering a lower cost of living so marketers should consider these when assembling creative.
    • ​​ The real estate industry is a high spending sector with an investment surpassing $1.6 billion between December 2023 and November 2024. The industry skews slightly toward traditional channels but utilizes channels like search and social at a significant rate. Real estate ad spending during this time period was slightly down from the previous year, but there is a potential for growth in 2025.​

Want to take advantage of this opportunity with your agents/brokerages? Check out this great campaign starter segments below!

  • ReMax PMPs: PMP placements starting at $2.00 wholesale CPM with Desktop and Mobile options reaching premium homebuyer inventory on search results/listing detail pages. (Look for: “RE/MAX – Display – $2 – US” in the PMP deal library)
  • Audience: Homeowners, Household Income, Pre-Movers, Kids in Household
  • Contextual: Real Estate Investing, Home Improvement, Home Buying/Selling, etc.
  • Other PMPs: Target Real Estate Researchers, Homeowners, and Home Improvement audiences with providers like Google, Distillery, and Audigent.

As always, reach out with any questions or if you have an opportunity you wish to collaborate on give us a shout! Happy selling!