Trends 2025: How to generate long-term growth — not just leads
Lead generation can provide a quick boost, but harnessing demand will continue to pay dividends over time. Learn how they work together, and why you need both.
Editor's note: Since 2006, the Swanepoel Trends Report has provided in-depth research and analysis to help leaders understand the forces shaping residential real estate. This exclusive series of excerpts highlights each trend featured in the 2025 report, which was released in November 2024.
Unlocking the Power of Demand Generation: Successful businesses know how to balance strategy and tactics to achieve their goals. For real estate professionals who rely on a steady flow of clients, that means investing in systems and processes to build demand over time, in addition to the more immediate approach of paying for individual leads.
The following excerpt, taken from T3 Sixty's 2025 Trends Report, explains how to implement and scale a demand generation strategy.
Demand generation and lead generation
Demand generation and lead generation are complementary business generation strategies. Historically, more attention has been paid to the more immediate, targeted lead generation approach. Yet, demand generation, done correctly, will make lead generation more effective as a portion of the audience receiving lead generation activities will have already encountered the brand via its high-value content work.
Initial implementation
Initial implementation of a demand generation strategy includes launching initial campaigns, optimizing SEO and organic search, and piloting lead nurturing campaigns.
An initial campaign would typically include:
Content marketing: Start distributing content across the planned channels. Focus on delivering value and building trust with audience.
Email marketing: Implement email marketing campaigns to nurture leads and keep audience engaged with brand.
Social media management: Actively manage social media presence, using it to engage with audience segments, share content and build community.
To optimize SEO and organic search, conduct thorough keyword research to understand what the target audience is searching for and optimize content accordingly. Pay attention also to on-page SEO; ensure that the website and its content are optimized for search engines to improve visibility and attract organic traffic.
In piloting lead nurturing campaigns, it is helpful to set up automated workflows to nurture leads through personalized email sequences, targeted content and timely follow-ups. Employ A/B testing of different campaign elements — such as subject lines, content formats and CTAs — to determine what works best.
Scaling and optimization
After creating, distributing and testing initial demand generation campaigns, use data to effectively scale and optimize.
Apply the insights gained from the initial months to refine targeting and segmentation strategies, offering more personalized experiences to audience groups. When scaling, use data to refine the lead scoring system to ensure that the highest-quality leads are prioritized for follow-up. Work to ensure that marketing efforts align with sales objectives, improving overall lead conversion rates.
When expanding content efforts, it helps to diversify content types. Introducing new content formats, such as webinars, podcasts and interactive tools supports long-term audience engagement.
Brokerages may also want to explore opportunities for guest blogging and partnerships with industry influencers to expand reach and credibility.
Evaluation and continuous improvement
Demand generation is not a set and stick business development approach. This is a long-term strategy; so, evaluate performance consistently. Conducting a thorough review of demand generation strategy performance over the past year, quarter or month can identify successes and areas for improvement.
Once data analysis has determined which strategies and tactics delivered the best results and which areas fell short of expectations, make necessary adjustments. This could involve refining the content approach, reallocating budget or exploring new channels.
At the same time, encourage the marketing team to experiment with new ideas and embrace innovative approaches in the industry. Plan for the future by identifying emerging trends and opportunities that could impact the strategy.
As part of continuous improvement, invest in ongoing team training and development to ensure they remain engaged and equipped to execute future demand generation efforts.
Read the full chapter to access the step-by-step Demand Generation Playbook. Digital and printed copies of the 2025 Swanepoel Trends Report are available for purchase at T3 Trends.
Note: T3 Sixty and Real Estate News share a founder, Stefan Swanepoel.