5 Things Shaping Marketing Hiring in Property Right Now

Insights from the deverellsmith Salary Guide & Trends Report 2026

The property marketing talent market has grown more competitive over the past 12 months, and not for the reasons you might expect. The pressure isn't coming from within real estate. It's coming from outside it. Here's what that means for hiring and retention across the sector.

1. Cross-sector competition is the defining challenge

Marketing professionals now have genuine freedom to move between industries, and many are taking it. Outside of property, candidates are often finding more flexible working arrangements, stronger benefits packages, and clearer progression pathways. This has created a real retention challenge for real estate businesses, particularly those with office-led cultures or limited flexibility. The competition for marketing talent is no longer just within property. It's with every other sector hiring for the same skills.

2. Total reward has overtaken salary as the primary attraction lever

Candidate expectations have shifted decisively. Annual leave, hybrid working, culture, and benefits now carry as much weight as base salary in hiring decisions. Some marketing professionals are actively choosing roles with slightly lower pay in exchange for better work-life balance and greater autonomy. For property businesses still leading with salary as their main selling point, this is a significant blind spot that needs addressing.

3. Junior talent is plentiful, but won't stay without the right offer

There is no shortage of early-career marketing talent willing to enter the property sector. The challenge is keeping them. Junior professionals are quick to move on if remuneration or flexibility falls short of what other industries are offering. Limited progression opportunities compound the issue. Businesses that invest in structured development pathways at the junior level will be better placed to retain talent and build the pipeline of mid-level marketers they will need in future.

4. Digital and commercial expertise commands a clear premium

At mid and senior level, the picture is very different. Marketers who combine digital expertise with strong commercial acumen are in high demand and commanding premium salaries to match. Employers are placing growing value on professionals who can demonstrate return on investment, manage performance-driven campaigns, and translate digital activity into measurable commercial outcomes. Digital specialists with property-specific experience remain in short supply, giving those individuals significant leverage in the market.

5. The marketing function is becoming leaner and more commercially focused

Looking ahead, property marketing teams are expected to shrink in headcount but grow in impact. Success will be defined less by output volume and more by measurable contribution to revenue, brand positioning, and lead generation. Businesses that invest in the right systems, training, and benefits to attract commercially minded digital talent will be better placed to compete. Those that don't risk losing their best people to sectors that already have.

For full salary data and hiring trends across Marketing in property, download the deverellsmith Salary Guide & Trends Report 2026.

About the Author

Tabitha Allingham | Manager, New Homes & Later Living

With 4 years of experience working in real estate recruitment, Tabitha's passion for customer service and her enthusiasm for a challenge have led her to head deverellsmith's New Homes team. Her team specialise in connecting sales and aftercare professionals with London's top developers and agencies. In addition to her work within the New Homes space, Tabitha has founded deverellsmith's Later Living department, a sector she is profoundly passionate about.