Summer may be notorious for dips and declines in real estate, but that doesn’t mean you have to go quiet for the season. To make the most of your summer months, it’s important to first look at the market overall for 2025 to help identify areas where you can enhance your real estate marketing efforts.
Here are a few key takeaways for the 2025 real estate market according to J.P. Morgan Research:
- House prices will rise by 3% overall
- Higher interest rates are here to stay, with mortgage rates expected to ease only slightly to 6.7% by the year end
- While inventory may be creeping up, it still remains historically low
Now, let’s look at the other critical component beyond the numbers: people (buyers and sellers). What do they care about? What do they demand? 2025 is the year of personalization, transparency, and efficiency. Customers are more informed and independent than ever, researching extensively before ever engaging with a professional like you. How are you evolving with these expectations?
With these trends in mind, here are 12 real estate seasonal marketing tips from Weichert® to help you put more jump in the summer slump.
1. Be super reachable. While the interest rates are out of your control, you do have full autonomy over the relationships you build with prospects and customers. You control how you treat them and how accessible you are. Use the easy, breeziness of summer to your advantage to build these relationships. For example, people may be less formal in their communication styles, so consider texting as one method for staying in touch. If you know your customers and prospects welcome it, pop into their texts every now and then with a summer-ready text, such as:
- Happy Summer, [Last Name] Family! Just saying hi, and letting you know that your neighbor’s house just sold for $50K over asking! Let me know if you’re curious about what we would list your house at! Text me anytime. Enjoy this beautiful weather!
2. Embrace social media like never before. If you’ve been dabbling in social media, 2025 is the year to really plunge in. (It’s a cornerstone of brokerage marketing strategies.) More people are engaging on social media platforms than ever before, posting vacation photos and sharing the happy vibe of summertime. Leverage this in your brokerage marketing! Post engaging content that taps into summer fun in the community, host Q&A sessions on neighborhood events, or run targeted summer-themed ad campaigns.
3. Highlight seasonal appeal. People associate summer with outdoor living, relaxation, and family time. Tailor your marketing messaging to emphasize features that cater to these desires. Promote properties with spacious backyards, sparkling pools, or balconies perfect for al fresco dining. For buyers, there’s no better time to fall in love with their new home than summer.
4. Don’t neglect your listings. During the summer, potential buyers might be traveling or busy with vacation plans. Or they just may be in their info-gathering phase. Make sure your listings stand out with detailed descriptions, high-quality photos, and virtual tours that allow for remote browsing. Make it easy for buyers to learn about—and fall in love with—your listings, even when they’re researching on their own at midnight.
5. Target specific buyer groups. Summer often sees an influx of families looking to relocate before the new school year. Market open houses as “perfect for the growing family” and highlight features like proximity to schools or parks. Retirees seeking a sunny escape might be drawn to properties with easy access to beaches or golf courses.
6. Create compelling visuals. People spend more time outdoors during the summer. Take advantage of this by showcasing properties with stunning drone footage and high-quality photos that capture the natural light. Use virtual tours to allow potential buyers to experience the summer ambiance.
7. Blog about summer living. Craft engaging blog posts that cater to summer lifestyles. Offer tips for hosting backyard barbecues, creating staycation itineraries, or revamping a patio space. Subtly weave these posts into the narrative of why a particular property would be perfect for these activities.
8. Leverage email marketing. Craft engaging subject lines that pique interest. For example: Beat the Summer Heat in Your New Pool! Offer valuable content like a Summer Home Buying Guide or Tips for a Stress-Free Move During Summer. Give some of your expert information away for free and be sure to also create gated tools to capture more information on leads. Remember, buyers and sellers like to research on their own. Create opportunities for your expertise to factor into their process.
9. Get creative with open houses. Real estate brokers and agents can have fun with summer-themed open houses. Bring out pink lemonade with tiny umbrellas and watermelon skewer refreshments. Partner with local businesses like ice cream trucks or coffee shops that offer cold brew and iced beverages. Lay towels out by the pool. Think “staging” with your efforts.
10. Host local events. Sponsor or organize a summer community event like a block party or a charity car wash. This not only allows you to showcase your brand but also helps you build rapport with the community. Summer is prime time for tapping into the strength of a community.
11. Conduct pop-by’s. You’ll find many homeowners outside on summer nights. Drop by the homes of past clients for a quick catch up. Find out if they or someone they know are thinking about a move. Leave behind a small, summer-themed gift with your business card or contact info to help you stay top of mind.
12. Partner with other professionals. Collaborate with local businesses that cater to summer needs—pool maintenance companies, landscaping services, or summer camp organizers. Cross-promote each other’s services and expand your reach to potential clients. Real estate marketing trends may shift, leaving you wondering where your marketing dollars should go, but community partnerships will always be worth the investment.
Remember, summer marketing in 2025 is all about:
- Understanding the market trends and the mindset of buyers and sellers.
- Creating engaging content that resonates with customers’ seasonal priorities.
- Providing exceptional customer service to accommodate summer schedules.
- Going the extra mile with extra touches, such as:
- Keep a cooler in the car with bottles of water, a refreshing seltzer, and juice boxes for the kids.
- Make sure the air conditioner is up and running well before every open house.
- Have sunscreen available for outdoor viewings, and an oversized umbrella for instant shade or coverage during a sudden summer downpour.
- Taking control of what you can.
By implementing these real estate marketing tips, you can turn the traditionally slower summer months into a season of success in 2025. Summer is also a great time for conversations about weekend plans, vacation plans—and plans for the future of your business. Weichert is here to help. Let’s talk.
