Share
- Property marketing needs to utilise multiple channels, data and analytics, as well as value-driven content to attract the Gen Zs and millennials.
PETALING JAYA (June 23): Developers which are not keeping up with the latest digital and technology enablements are losing out in their marketing approach to the younger generation, which forms the largest section in Malaysia’s population today.
One of the key challenges is the widening marketing gap that has reduced audience reach, weakened engagement, and blurred brand identities, said a marketing expert in the Real Estate and Housing Developers’ Association (Rehda) Property Heads of Sales & Marketing Summit 2025 held at Wisma Rehda here recently.
“Some common causes of gaps in marketing include a digital presence deficiency, limited use of automation, lack of targeted or retargeting strategy, under-utilisation of data and analytics, insufficient content marketing, neglect of local SEO and community content, as well as weak brand positioning and differentiation, and ignoring new tech.
Read also
Johor overtakes Selangor for new launches in 1Q2025—Napic
“We need a focused digital strategy that builds trust, shortens the sales cycle, and helps turn more leads into actual buyers,” Rehda property development head of marketing professional Jennifer Chow elaborated during her presentation entitled: “Digital Sales Funnels that Convert: Rethinking Property Buyer Journeys”.
In another presentation, Stratos Pinnacle Analytics & Consulting executive director Datin Tina Leong pointed out that demographic data from the Department of Statistics Malaysia showed the majority of Malaysia’s population comprised the Gen Zs, who were born between 1997 and 2012, and the millennials born between 1981 and 1996. At 9.4 million and nine million respectively, they each made up 27% of the nation’s population as of 2024.
Thus, property marketing needs to evolve in order to meet the needs and behaviours of this new generation of homebuyers, experts in the event stressed.
In a creator-led marketing landscape, Chow also raises the question of who the “last ambassador” is.
“Something that is overlooked in most companies is: Who is the last ambassador? I think one of the best ambassadors to sell company property are actually the employees. We have to continue to provide holistic and updated customer experience training. It is important to learn how to understand the buyer's mindset, and to integrate that with what products you have,” said Chow.
Purpose-driven marketing, value-driven content
Part of a property developer’s success in marketing comes from purpose-driven marketing and its value-driven content, UEM Sunrise Bhd chief marketing officer Emily Teh Hooi Chuan shared during her presentation “Evolving the Legacy Brand: Driving UEM Sunrise's Growth through Strategic Marketing, and Purpose-Driven Campaigns”.
“It is necessary to unify our in-house data, analyse a prospect’s behaviour, and create personalised campaigns to maximise deep quality, engagement, and sales efficiency. Deliver comprehensive yet personalised and purpose-led experiences that guide your buyers confidently through their journeys. From first interest to purchase, we reinforce brand loyalty,” said Teh.
Teh also encouraged those in the field of property marketing and sales to take a more proactive role in their organisations.
“As marketers, are you giving value to your company by giving the right feedback? Are you helping in the design process? Are you playing a key role in ensuring that the product that gets launched can be sold? I know that a lot of times we are just expected to market and sell. But that also puts you on the ground, and gives you access to knowledge on trends, demand, and supply,” said Teh.
Gen Z needs to feel connected to your story and brand
Another panel session discussed topics such as Gen Z's influence in shaping housing demands and trends, insights into Gen Z’s digital consumption habits, and common variables that make Gen Z hesitate when it comes to committing to purchasing property.
“My personal opinion is that Gen Z is not so different from other generations. But maybe one unique element about them is they see homes as an element in the entire lifestyle bundle, in contrast to older generations, who see property as an end in itself. So, instead of pushing just the home, you are now competing with different lifestyle elements,” said EdgeProp Malaysia managing director Alvin Ong.
“The implications for developers here is Gen Z needs to identify with your story and brand. The issue I see now is that a lot of the marketing activities out there are driven by generating leads or ‘lead-gen’. And to put this metaphorically, lead-gen is great if it is a big pasture with grass, and you are the only cow eating the grass there. But when everybody is eating from the same pasture, your product becomes commoditised. And Gen Z sees that,” added Ong.
Does Malaysia have what it takes to become a Blue Zone, marked by health and longevity? Download a copy of EdgeProp’s Blueprint for Wellness to check out townships that are paving the path towards that.
