Top trends that will shape the commercial property market in 2025

Here are a few thoughts on how changes in the commercial property sector will impact marketing and PR strategies in 2025.

1. AI will dominate marketing workflows

Artificial Intelligence is no longer a buzzword - it’s becoming the backbone of commercial property marketing. AI-powered tools will help automate content creation, optimise campaigns, and analyse vast datasets for actionable insights.

Why it matters to marketers and PR professionals:

• Personalised campaigns: AI tools like ChatGPT will allow marketers to craft tailored content - property descriptions, ad copy, and outreach emails - in seconds, ensuring relevance to each audience.
• Data-backed insights: AI will predict market trends, analyse tenant behaviour, and refine targeting, improving ROI and campaign effectiveness.
• Efficiency gains: PR teams can automate tasks like media outreach, content scheduling, and performance tracking, freeing time for strategy and creativity.

Why it matters: AI and data-driven campaigns will enable faster, smarter promotions that resonate with stakeholders.

2. Data-driven marketing will set campaigns apart

The integration of analytics tools will give marketers unprecedented insight into tenant behaviours, campaign performance, and market demand.

Why it matters to marketers and PR professionals:

• Tailored messaging: Use analytics to understand audience preferences and craft targeted, impactful campaigns.
• Track success: Demonstrate campaign ROI with clear, data-backed reporting to internal teams and stakeholders.
• Market intelligence: PR teams can use data insights to identify trends and secure thought leadership opportunities for clients.

Pain point solved: Are your campaigns missing the mark? Data analytics will ensure marketing efforts are informed, targeted, and measurable.

3. Hybrid workspaces will require new positioning strategies

As hybrid work models mature, demand for flexible, technology-enabled office spaces will evolve. Businesses will prioritise offices that combine collaboration, flexibility, and wellness-focused design.

Why it matters to marketers and PR professionals:

• Reframe office spaces: Position offices as dynamic, adaptable hubs that foster productivity, creativity, and collaboration.
• Highlight wellness features: Promote natural light, green spaces, and wellness zones as selling points for prospective tenants.
• PR opportunities: Success stories of tenants thriving in flexible, forward-thinking spaces will make compelling case studies.

Pain point solved: Finding fresh angles to promote office properties? Focus on flexibility, employee well-being, and post-pandemic workplace evolution.

4. Digital and interactive marketing tools will dominate

Prospective occupiers, and investors, increasingly expect digital-first experiences. Expect virtual tours, interactive maps, and AI-powered chatbots to become even more integral to property marketing strategies in 2025.

Why it matters to marketers and PR professionals:

• Enhanced engagement: Use virtual tours and interactive property sites to showcase spaces anytime, anywhere - reducing reliance on physical viewings.
• Lead generation: Interactive tools can capture user data, providing insights for follow-up marketing efforts.
• Storytelling with tech: PR professionals can leverage these tools to demonstrate innovation and attract media coverage.

Pain point solved: Struggling to engage remote prospects? Interactive tools allow you to deliver compelling, user-driven digital experiences.

5. Sustainability will shape property promotion narratives

The property sector’s drive towards net-zero carbon buildings and sustainable developments will become more pronounced in 2025. Properties with strong ESG (Environmental, Social, Governance) credentials will dominate investor and tenant interest.

Why it matters:

• Brand storytelling: Marketing campaigns will need to focus on sustainability credentials—energy efficiency, net-zero designs, and eco-friendly retrofits.
• Differentiation: Highlighting green certifications (like BREEAM or LEED) will give properties a competitive edge.
• Thought leadership: PR teams can position clients as industry leaders by showcasing innovations in sustainable construction and management.

Pain point solved: How can you make properties stand out? Promoting ESG commitments will resonate with eco-conscious tenants, investors, and media outlets.

6. Adaptive reuse will demand creative storytelling

The repurposing of underused properties into mixed-use developments or modern spaces will continue to grow. Marketers will need to creatively position these projects as solutions to urban challenges.

Why it matters to marketers and PR professionals:

• Unique narratives: Highlight the transformation story - how an old warehouse becomes a vibrant office space or retail hub.
• Community focus: Emphasise the benefits to local economies, sustainability, and quality of life.
• Media coverage: PR campaigns showcasing innovative property reuse will attract media interest and thought leadership opportunities.

Pain point solved: Need a compelling story? Adaptive reuse projects offer rich narratives that engage tenants, investors, and the public.

7. Regional growth will redefine promotion strategies

As levelling-up initiatives and infrastructure investment fuel growth in regional cities, marketing strategies will need to reflect these emerging opportunities.

Why it matters to marketers and PR professionals:

• Shift focus beyond London: Highlight opportunities in thriving cities like Manchester, Leeds, and Birmingham.
• Regional success stories: PR professionals can secure coverage for projects that revitalise local communities.
• Tailored campaigns: Adapt messaging to reflect the needs of regional tenants and investors.

Pain Point Solved: Are you overlooking regional opportunities? Focused campaigns can unlock new markets and audiences.

8. Experiential retail will drive footfall and PR opportunities

Traditional retail continues to evolve, with a greater emphasis on creating “destinations” that blend shopping, dining, and entertainment.

Why it matters to marketers and PR professionals:

• Destination marketing: Promote retail spaces as experiential hubs that attract foot traffic and generate buzz.
• Leverage partnerships: Collaborate with entertainment or hospitality brands for co-branded campaigns.
• Storytelling opportunities: Use PR to highlight successful retail spaces adapting to new consumer expectations.

Pain Point Solved: Struggling to promote retail spaces? Focus on the experiences that drive visitors and create shareable moments.

Final thoughts

The commercial property market in 2025 will be shaped by innovation, sustainability, and evolving occupier, and community, needs. For marketers and PR professionals, these trends present an opportunity to rethink how they promote spaces, engage audiences, and tell meaningful stories.

By embracing AI tools, focusing on ESG narratives, and leveraging interactive marketing strategies, you can position your properties, your clients’ assets, and your business as leaders in this dynamic and competitive market.

Are you ready for 2025? Start crafting your campaigns now to stay ahead of the curve.