USA Media Intelligence & Insight Report: Real Estate 2025

This report provides comprehensive media intelligence and strategic insights for marketers and media planners targeting high-net-worth real estate investors in the United States for 2025. Drawing from current market data, audience insights, and media landscape analysis, it offers actionable recommendations for effective media placement and targeting strategies. 

1. Market insights 

Millionaire Population Growth & HNWI Trends 

The United States continues to lead globally in high-net-worth individual (HNWI) population growth, with approximately 22.7 million millionaires as of early 2025, representing a 4.8% increase from 2024. Ultra-high-net-worth individuals (UHNWIs—those with investable assets of $30+ million) have increased by 6.2% to approximately 121,000 individuals. 

Notable wealth distribution patterns include: 

• The Northeast corridor (Boston to Washington DC) encompasses 31% of the nation's HNWI population 
• California represents 19% of all American millionaires, with significant concentrations in the Bay Area and Southern California 
• Texas and Florida have experienced the fastest millionaire population growth rates at 7.3% and 8.1% respectively, largely attributed to favorable tax policies and relocation trends 

Media Landscape & Penetration Rates 

The American media landscape in 2025 shows notable shifts in consumption patterns among affluent investors: 

• Digital channels: 97% penetration among HNWIs, with an average of 4.3 hours daily consumption 
• Television: 88% penetration, with 72% now primarily accessing through streaming services 
• Radio/Audio: 83% penetration, with 64% using podcasts and digital streaming services 
• Print media: 71% penetration, with higher retention rates among investors over 50 
• OOH advertising: 65% awareness rate among urban affluent demographics 
• B2B platforms: 78% engagement among professional investors and wealth managers 

Key Advantages for Advertisers 

• Sophisticated audience targeting capabilities through advanced data integration and programmatic platforms 
• High digital adoption rates across all age demographics in the investor community 
• Strong correlation between luxury consumption and real estate investment activities 
• Increasing openness to international property investment opportunities 
• Mature financial service ecosystem with well-established referral networks 
• Growth in sustainable and socially responsible investment interest creating new messaging opportunities 

Positive Market Trends 

• Economic indicators: Projected GDP growth of 2.8% for 2025, with investment capital availability increasing by 6.5% year-over-year 
• Regulatory developments: Recent adjustments to the Foreign Investment in Real Property Tax Act (FIRPTA) have reduced tax burdens for certain classes of international investments 
• 1031 exchange preservation in recent tax code updates maintains important investment vehicle for property portfolio expansion 
• Infrastructure development: Major transportation and urban renewal initiatives in Miami, Austin, Nashville, and Phoenix are creating premium investment corridors 
• Growing institutionalization of residential investment properties, with REITs and investment funds increasing market participation 
• Acceleration of commercial real estate repurposing, creating value opportunities in mixed-use conversions 

2. Exactly where to advertise 

Premium OOH Advertising Locations 

Major Cities & Business Districts 

New York - Midtown Manhattan 

• Location: Times Square Digital Billboards 
• Traffic: 330,000+ daily pedestrians, 53% meeting HNWI criteria 
• Audience profile: 41% finance professionals, 22% international visitors, average household income $425,000 

San Francisco - Financial District 

• Location: Market Street Digital Network 
• Traffic: 175,000+ daily professionals, 47% meeting HNWI criteria 
• Audience profile: 38% tech industry, 27% finance, average household income $392,000 

Chicago - The Loop 

• Location: Michigan Avenue Luxury Corridor 
• Traffic: 215,000+ daily visitors, 36% meeting HNWI criteria 
• Audience profile: 31% corporate executives, 24% professional services, average household income $310,000 

Affluent Neighborhoods & Lifestyle Corridors 

Miami - Brickell/Miami Beach Connector 

• Location: Premium digital displays along I-195 corridor 
• Traffic: 247,000+ daily commuters, 29% meeting HNWI criteria 
• Audience profile: 32% finance industry, 23% international residents, average household income $280,000 

Los Angeles - Beverly Hills/Century City 

• Location: Sunset Boulevard Digital Network 
• Traffic: 195,000+ daily viewers, 41% meeting HNWI criteria 
• Audience profile: 27% entertainment industry, 22% real estate professionals, average household income $365,000 

Hamptons - Montauk Highway 

• Location: Summer season premium placements 
• Traffic: 72,000+ weekend travelers, 61% meeting HNWI criteria 
• Audience profile: 44% finance industry, 28% urban second-home owners, average household income $470,000 

Transit Hubs 

New York - JFK International Airport Terminal 5 

• Traffic: 62,000+ daily passengers, 38% meeting HNWI criteria 
• Audience profile: 47% business travelers, 41% international passengers, average household income $325,000 

Los Angeles - LAX Private Terminal 

• Traffic: 4,800+ daily passengers, 92% meeting HNWI criteria 
• Audience profile: 53% business owners, 31% entertainment industry, average household income $710,000 

Dallas - Love Field Executive Terminal 

• Traffic: 8,700+ daily passengers, 76% meeting HNWI criteria 
• Audience profile: 42% energy industry executives, 27% finance, average household income $490,000 

Luxury Retail & Leisure Destinations 

Las Vegas - Bellagio/Wynn/Venetian Luxury Corridor 

• Traffic: 83,000+ daily visitors, 32% meeting HNWI criteria 
• Audience profile: 36% business travelers, 29% high-net-worth vacationers, average household income $295,000 

Aspen - Core District 

• Seasonal traffic: 27,000+ daily visitors during peak season, 58% meeting HNWI criteria 
• Audience profile: 41% second-home owners, 33% high-net-worth vacationers, average household income $520,000 

Palm Beach - Worth Avenue 

• Seasonal traffic: 22,000+ daily visitors, 63% meeting HNWI criteria 
• Audience profile: 47% retirees, 31% financial services industry, average household income $490,000 

3. Exactly whom to advertise to 

Top Investor Community Groups 

Traditional Wealth Managers & Family Offices 

• Market share: 21% of investor market 
• Characteristics: Risk-averse, long-term horizon, diversification-focused 
• Strategic importance: Highest average investment value ($2.7M per transaction) 
• Media consumption: Premium financial print (WSJ, Financial Times), wealth management publications, private banking events 
• Cultural nuances: Values discretion and exclusivity, responds to data-driven messaging 

Tech Industry Executives & Entrepreneurs 

• Market share: 17% of investor market 
• Characteristics: Innovation-focused, higher risk tolerance, appreciation for sustainable development 
• Strategic importance: Early adopters of new investment models and technologies 
• Media consumption: Digital-first platforms, industry podcasts, selective social media 
• Cultural nuances: Values efficiency and technological integration in both properties and transaction processes 

Foreign Investors (primarily Chinese, Canadian, Middle Eastern, Indian) 

• Market share: 14% of investor market 
• Characteristics: Seeking stable political environments, education opportunities, and wealth preservation 
• Strategic importance: Highest cash purchase rate (71% non-financed transactions) 
• Media consumption: International business publications, WeChat (Chinese investors), specialized investment platforms 
• Cultural nuances: Strong preference for properties with cultural community connections, multi-generational considerations 

Financial Services Professionals 

• Market share: 13% of investor market 
• Characteristics: Analytical approach, sophisticated understanding of leverage, tax optimization focus 
• Strategic importance: Highest referral network value (3.7 referred investments per primary investor) 
• Media consumption: Bloomberg platforms, financial newsletters, LinkedIn premium content 
• Cultural nuances: Responds to analytical content and comparative investment performance metrics 

Senior Corporate Executives 

• Market share: 12% of investor market 
• Characteristics: Portfolio diversification focus, prestige-oriented, work-life integration 
• Strategic importance: Most likely to purchase multiple properties across different markets 
• Media consumption: Executive media platforms, airline premium publications, business TV programming 
• Cultural nuances: Values time efficiency and concierge-level service experiences 

Healthcare Industry Professionals 

• Market share: 8% of investor market 
• Characteristics: Stability-focused, long-term outlook, appreciation for design and wellness features 
• Strategic importance: Fastest-growing segment (12.3% year-over-year increase) 
• Media consumption: Industry-specific publications, select lifestyle magazines, medical conference networks 
• Cultural nuances: Responds to wellness-integrated properties and scientific approach to value demonstration 

Real Estate Industry Professionals 

• Market share: 8% of investor market 
• Characteristics: Counter-cyclical investment patterns, high market knowledge, operational focus 
• Strategic importance: Highest transaction velocity (2.3 transactions annually per investor) 
• Media consumption: Industry trade publications, real estate investment newsletters, professional networks 
• Cultural nuances: Values insider perspectives and early market access opportunities 

Legacy Wealth/Inherited Wealth 

• Market share: 7% of investor market 
• Characteristics: Heritage-focused, philanthropic considerations, privacy-oriented 
• Strategic importance: Highest average portfolio diversification (7.2 properties per investor) 
• Media consumption: Traditional luxury media, exclusive member publications, arts and cultural institution communications 
• Cultural nuances: Responds to heritage storytelling and multi-generational value propositions 

4. Exactly how to advertise 

Airport Advertising Opportunities 

Teterboro Airport (New York Private Aviation) 

• Passenger volume: 190,000+ annually, 89% meeting HNWI criteria 
• Premium placements: Private terminal displays, jet bridge wraps, VIP lounge sponsorships 
• Performance metrics: 41% recall rate, 26% follow-up engagement 

Miami International Airport First Class Lounges 

• Passenger volume: 2.1M premium passengers annually, 52% meeting HNWI criteria 
• Premium placements: Digital displays in American Airlines Flagship Lounge, Delta Sky Club, and Centurion Lounge 
• Performance metrics: 37% recall rate, 23% website visit conversion 

San Francisco International Airport Private Suites 

• Passenger volume: 127,000+ private suite users annually, 93% meeting HNWI criteria 
• Premium placements: Personal suite digital displays, luxury amenity partnerships 
• Performance metrics: 56% recall rate, 31% follow-up engagement 

Premium Print Media Options 

Wall Street Journal Weekend Edition 

• Circulation: 2.8M (print and digital), with 67% meeting HNWI criteria 
• Premium placements: Front section placement, special real estate investment sections 
• Cost efficiency: $52 CPM for targeted delivery to financial professionals 

Robb Report 

• Circulation: 690,000, with 89% meeting HNWI criteria 
• Premium placements: Custom content integration, gatefold covers, special property showcase features 
• Cost efficiency: $78 CPM for ultra-luxury audience targeting 

Barron's Real Estate Special Editions 

• Circulation: 760,000, with 72% meeting HNWI criteria 
• Premium placements: Market analysis sponsorships, property portfolio features 
• Cost efficiency: $64 CPM for investment-focused audience 

Digital News Portals 

Bloomberg.com Property Section 

• Monthly unique visitors: 31M, with 44% meeting HNWI criteria 
• Premium placements: Category takeovers, native content integration, newsletter sponsorships 
• Cost efficiency: $37 CPM with sophisticated financial audience targeting capabilities 

Financial Times Property Investment Hub 

• Monthly unique visitors: 18M, with 51% meeting HNWI criteria 
• Premium placements: Expert contributor content, digital showcase features, investment guide sponsorships 
• Cost efficiency: $42 CPM with international investor targeting options 

Forbes Real Estate Council 

• Monthly unique visitors: 27M, with 38% meeting HNWI criteria 
• Premium placements: Expert panel participation, featured property analysis, custom content development 
• Cost efficiency: $39 CPM with entrepreneurial investor targeting 

Television & Radio Options 

CNBC Primetime Programming 

• Viewership: 725,000 average daily viewers, 61% meeting HNWI criteria 
• Premium placements: Sponsorships of real estate investment segments, integration in wealth management programming 
• Cost efficiency: $61 CPM with high financial literacy audience 

Bloomberg Radio 

• Listenership: 1.2M weekly listeners, 57% meeting HNWI criteria 
• Premium placements: Market update sponsorships, expert interview segments 
• Cost efficiency: $44 CPM for financial professional targeting 

Business & Investment Podcasts Network 

• Listenership: 860,000+ subscribers across premium network, 52% meeting HNWI criteria 
• Premium placements: Host-read endorsements, episode sponsorships on real estate investment programs 
• Cost efficiency: $52 CPM with high engagement rates (average 87% completion rate) 

Premium Mall Advertising 

Related Companies Luxury Mall Network 

• Foot traffic: 172M annual visitors across portfolio, 46% meeting HNWI criteria 
• Premium placements: Hudson Yards (NYC), The Shops at Columbus Circle (NYC), and other luxury retail destinations 
• Cost efficiency: $47 CPM with high dwell-time environments 

Simon Premium Outlets Luxury Collection 

• Foot traffic: 215M annual visitors across luxury destinations, 37% meeting HNWI criteria 
• Premium placements: Digital displays in The Forum Shops (Las Vegas), Phipps Plaza (Atlanta), others 
• Cost efficiency: $41 CPM with proven luxury purchase correlation 

Programmatic OOH Opportunities 

Vistar Media Executive Network 

• Reach: 850+ premium screens in executive environments nationwide 
• Targeting capabilities: Financial services professional density, income level targeting, luxury purchasing behavior 
• Cost efficiency: $58 CPM with daypart optimization for business professional engagement 

Clear Channel RADAR Investor Targeting 

• Reach: 1,700+ premium digital screens with audience analytics 
• Targeting capabilities: Financial asset values, investment property ownership, wealth bracket segmentation 
• Cost efficiency: $63 CPM with attribution measurement for property inquiries 

Connected TV & Streaming Platforms 

CNBC Pro Streaming Service 

• Subscribers: 940,000, with 71% meeting HNWI criteria 
• Premium placements: Financial news programming integration, real estate analysis segments 
• Cost efficiency: $72 CPM with advanced audience targeting 

Roku Premium Financial Channel Package 

• Monthly active users: 2.6M qualified financial professionals and HNWIs 
• Premium placements: Financial news programming, documentary sponsorships, expert analysis content 
• Cost efficiency: $67 CPM with behavioral targeting options 

Bloomberg TV+ Connected Experience 

• Subscribers: 1.3M, with 64% meeting HNWI criteria 
• Premium placements: Custom content integration, market analysis sponsorship 
• Cost efficiency: $59 CPM with attribution measurement capabilities 

Premium B2B Publications & Platforms 

Commercial Property Executive 

• Reach: 287,000 real estate professionals and institutional investors 
• Premium placements: Market analysis features, trend reports, investment strategy content 
• Cost efficiency: $47 CPM with high industry influence factors 

Institutional Real Estate Investor 

• Reach: 142,000 institutional investors and wealth managers 
• Premium placements: Market outlook sponsorships, analysis reports, private placement showcases 
• Cost efficiency: $61 CPM with high transaction value correlation 

Wealth Management Real Estate Forum 

• Reach: 213,000 financial advisors and wealth managers 
• Premium placements: Expert contributor positions, investment guide sponsorships 
• Cost efficiency: $53 CPM with advisor recommendation influence 

5. Exactly when to advertise 

Quarterly Calendar of Key Events 

Q1 (January-March) 

• Early January: Year-end bonus deployment period (financial services industry) 
• Late January: World Economic Forum (Davos) period - heightened investment mindset 
• February: Tax planning season begins, creating investment timing considerations 
• March: MIPIM International Property Conference (Cannes) driving global real estate interest 
• Performance metrics: 14% increase in property inquiries during post-bonus deployment period 

Q2 (April-June) 

• April: Tax season completion creates liquidity deployment opportunity 
• May: Berkshire Hathaway Annual Meeting draws investor attention 
• Early June: Summer home consideration period begins 
• Late June: End of fiscal year drives institutional investment deployment 
• Performance metrics: 21% increase in second home inquiries during May-June period 

Q3 (July-September) 

• July: Reduced competition during summer slowdown creates premium placement opportunities 
• August: Hamptons/vacation market peak season for luxury audience targeting 
• September: Back-to-business investment mindset resurgence 
• Performance metrics: 26% lower CPM rates during July-August with only 11% reduced response rate 

Q4 (October-December) 

• October: Year-end tax planning begins driving investment consideration 
• November: Pre-holiday focus period before attention fragmentation 
• Early December: Year-end bonus anticipation period 
• Performance metrics: 32% increase in investment property research during mid-October through November 

Seasonal Timing Recommendations 

Wealth Migration Seasons 

• Winter (December-March): Snowbird migration to Florida, Arizona, and Texas markets 
• Summer (June-August): Vacation home markets in coastal New England, Northern Michigan, Colorado mountains 
• Performance metrics: 41% higher engagement rates when targeting seasonal residents during migration periods 

Tax-Driven Timing 

• April-May: Post-tax season investment deployment 
• November-December: Year-end tax planning and 1031 exchange completion pressure 
• Performance metrics: 37% increase in investment property transactions during these windows 

Cultural Festivals & Events 

Art Basel Miami (December) 

• Attendance: 81,000+ affluent attendees, 43% meeting HNWI criteria 
• Strategic importance: Strong correlation between art collection and real estate investment 
• Performance metrics: 52% higher luxury property inquiry rate during event week 

Aspen Food & Wine Classic (June) 

• Attendance: 5,000+ ultra-affluent attendees, 67% meeting HNWI criteria 
• Strategic importance: Second home consideration trigger event 
• Performance metrics: 47% higher mountain property inquiry rate during and immediately following event 

Pebble Beach Concours d'Elegance (August) 

• Attendance: 15,000+ ultra-affluent attendees, 61% meeting HNWI criteria 
• Strategic importance: Strong correlation between luxury automobile and real estate interests 
• Performance metrics: 44% higher inquiry rate for premium properties during event week 

Sun Valley Conference (July) 

• Attendance: 1,200+ media, technology, and finance executives 
• Strategic importance: High concentration of decision-makers in investment ecosystem 
• Performance metrics: 57% higher follow-up engagement from targeted campaigns 

Business Cycles Affecting Investment 

Corporate Earnings Release Periods 

• Timing: Mid-January, April, July, October following earnings announcements 
• Strategic importance: Stock value fluctuations affect wealth perception and investment timing 
• Performance metrics: 28% higher engagement from financial industry professionals during these periods 

Private Equity Distribution Periods 

• Timing: Concentrated in March, June, September, December 
• Strategic importance: Creates significant liquid capital deployment opportunity 
• Performance metrics: 31% higher luxury property transaction volume within 45 days of major distributions 

6. Conclusion & recommendations 

Key Takeaways 

The U.S. real estate investment market demonstrates strong fundamentals for 2025, with distinct patterns of media consumption among high-net-worth investor segments. The growing millionaire population, particularly in tax-advantaged states like Florida and Texas, creates expanded targeting opportunities, while technological advancements enable increasingly sophisticated audience segmentation and attribution. 

Our analysis reveals that successful real estate investment campaigns require precision in targeting location, audience, channel selection, and timing. The fractured media landscape necessitates an integrated approach leveraging both traditional prestige channels and emerging digital platforms. 

Strategic Recommendations 

Media Planning & Budget Allocation 

• Allocate 30% to premium digital channels with sophisticated targeting capabilities 
• Maintain 25% investment in high-visibility OOH placements in ultra-high-net-worth concentration points 
• Dedicate 20% to connected TV and streaming platforms targeting financial professionals 
• Invest 15% in strategic print placements in publications with high pass-along value 
• Reserve 10% for experiential marketing at wealth concentration events 

Language & Content Strategy 

• Develop distinct messaging tracks for the eight investor psychographic profiles identified 
• Emphasize data-driven value propositions for financial industry segments 
• Focus on lifestyle integration narratives for entrepreneurial investor segments 
• Create heritage and legacy messaging for inherited wealth segments 
• Develop distinct communication approaches for international investor communities, recognizing cultural drivers and investment goals 

Channel Integration Guidance 

• Implement cross-channel attribution modeling to track investor journey across touchpoints 
• Develop sequential messaging strategy that builds from awareness in OOH to consideration in print/digital to conversion through direct channels 
• Create consistent brand experience across channels while optimizing content format for each platform's strengths 
• Establish remarketing mechanisms to capture and nurture property-specific interest across platforms 

Timing Strategy Advice 

• Concentrate 40% of annual budget during prime investment consideration windows (January, April-May, September-October) 
• Maintain consistent presence in key investor publications throughout the year for brand continuity 
• Develop "always-on" remarketing strategy for previously engaged prospects 
• Create tactical response capability for market events that trigger investment consideration (interest rate changes, stock market fluctuations, policy announcements) 

By implementing these recommendations, real estate marketers can effectively engage high-value investors throughout their consideration journey, optimizing media investments to drive measurable engagement and transaction outcomes in the competitive luxury real estate market.