Real estate sales in 2025: marketing, scandal, necessities
Trust is essential when buying a home. You don't buy a pair of shoes that you can return if they don't fit. It's a decision that shapes the decades to come: you might take out a 30-year loan, or you might stake your savings and your parents' savings—money accumulated with sacrifices, with extra hours worked, with vacations postponed. In such a decision, you can't afford to be deceived by empty promises or flashy renderings that hide cheap finishes.
When the Nordis scandal hit the real estate market, a trust crisis had already been brewing in the minds of potential buyers for a long time: "Did you hear that water leaked through Ionescu’s ceiling?", "Did you hear that Maria can't sleep because of the noise from the neighbors and wants to rent out her new apartment?"
The Nordis scandal reminded us of what we already knew: things can always get worse. Imagine paying the down payment for a home, only for the developer to sell it to someone else. Or even to multiple people.
Real estate marketing doesn’t just sell square meters, it sells trust.
In a market where, as we mentioned, every decision means years of installments or a lifetime's savings, developers cannot afford to leave this trust to chance. Exaggerated promises and idyllic renderings no longer convince: people want proof, transparency, and a solid track record. Marketing must build real authority, not just a pretty image. Live construction site tours, authentic testimonials, and constant updates on the progress of works—these are more valuable than any flashy campaign. In 2025, those who earn customers' trust will also win the market.
The Evolution of Real Estate Sales in 2024
It’s expensive, there are risks, but you still want to move to the big cities. You’re just more careful about who you buy from.
As a result, in 2024, the real estate market in Bucharest recorded significant growth, supported by more favorable conditions for accessing mortgage loans. Demand remained strong, while supply continued to decrease both in the sales and rental segments, leading to new price records in the major cities of the country.
In terms of figures, sales of houses and apartments in Bucharest and Ilfov increased by nearly 8%. Despite ongoing challenges throughout the year, from start to finish, the market showed resilience.
Challenges in 2024
- The increase in VAT for properties over 120,000 euros: This fiscal change initially raised concerns about a potential discouragement of buyers. However, Romanians quickly adapted.
- The decrease in housing supply: The reduction in the number of available properties has put pressure on prices, limiting options for potential buyers and renters.
- The crisis of trust:, following the Nordis scandal.
Perspectives for 2025
People know what they’re looking for and are becoming more informed. The chances of success in property sales are high, as long as you choose a marketing agency that understands the value of trust, not just the value of awareness. After all, even Nordis' brand recognition exploded in recent months.
In the digital age, real estate marketing has transformed: from elegant brochures and formal salespeople to viral posts, memes, and interactive storytelling. Creative campaigns help raise awareness of a project, but in the end, customers want to see technical specifications and trust the developer. The Nordis crisis has shown how important it is for a brand to inspire confidence, not just create hype. In 2025, transparency, guarantees, and the developer's reputation will matter more than any viral campaign. People are more cautious and want to know exactly what they're getting for their money. Effective marketing must combine creativity with concrete facts: stunning images, but also detailed technical plans; video testimonials from satisfied customers and real-time construction updates.
Of course, memes and TikTok are fair game, but let's not forget to also focus on what clients are looking for, not just what other companies are doing on Social Media.
According to a survey conducted by Imobiliare.ro, two-bedroom apartments in major cities remain the most sought-after in 2025. Buyers place emphasis on features such as a thermal heating system or other modern heating solutions, easy access to public transportation, and the availability of a parking space or garage. Additionally, homes in suburban areas are becoming increasingly attractive, offering extra space at prices often more affordable than city properties. Most potential buyers are aiming for a budget of up to 120,000 euros.
No respondent stated that they prioritize TikTok virality. After all, the medium of communication and the message are complementary, not equivalent.