Apartment sales have dropped, so developers are attacking with advertising. We check who are the most

In 2025, the largest developers operating in Poland began to storm social media with advertisements, according to data from Sotrender. The ad burst coincided with falling sales and record supply caused by the end of the “Safe 2% Credit” program. We check which developers are trying to attract customers the most on social media.

According to Sotrender data on advertising on Meta's websites, the most active advertising campaigns are run by Archicom, with the number of ads in 2025 amounting to 10,746. Moreover, according to Ad Trends reports, last year – regardless of the industry – Archicom was the second most active advertiser in Poland, second only to the ubiquitous Chinese e-commerce platform Temu.

However, other Polish developers also rely on social media advertising. In total, the number of ads purchased by 40 development companies monitored by Sotrender increased by 221% during the year. – from 13 thousand up to 41.7 thousand

Companies listed on the Warsaw Stock Exchange are among the leaders in terms of activity in social media: Murapol, Dom Development and Lokum Deweloper. Threshold of 1 thousand advertising in 2025 was also exceeded by Ronson, Victoria Dom, SGI, Home Invest, Dantex Warszawa, Ekopark and Eiffage Immobilier Polska.

However, it is also worth noting that many developers, including listed companies, although recording much lower results, have noticed the need for advertising in social media. In 2024, only 45 advertisements for Marvipol and Atal could be found on Meta's websites. In 2025, it will be 884, i.e. almost twenty times more.

– However, developers' advertising strategies are specific. This is one of the few industries that focuses on broadcasting ads with a low reach (even less than a thousand reach) and very precise ad targeting. Advertising goals tend to focus on site visits and conversions rather than reach. On the other hand, only slightly over 2 percent all budgets spent by brands on advertising in Meta are spent by developers. Their advertising spending is not impressively large, but impressively accurate – we read in the Sotrender report.

Advertising as a rope to get out of the hole?

The growing advertising activity of developers may result from two factors. Firstly, in 2024, the industry recorded a significant decline in sales following the results artificially inflated by subsidies for housing loans under the “Safe Credit 2%” program. In 2024, developers listed on the Warsaw Stock Exchange sold 17,218 premises – an 18.5% increase. less than in 2023

A further decline came in 2025, when buyers and developers reported 16,587 apartments sold (-3.7% y/y). However, the last months of 2025 signaled a reversal of this trend. As Michał Kubicki wrote on Bankier.pl, according to January data from listed developers, their total apartment sales in the fourth quarter of 2025 were the highest since the sales peak in 2023 and amounted to 4,871 apartments – by 28.6%. more than in the same period in 2024.

Moreover, the result of the fourth quarter of last year places it in second place in the entire history of the monitored group of developers, losing only 0.3 percent. (17 apartments) in the third quarter of 2023, i.e. the period in which the “Safe 2% loan” program was launched.

However, it is worth keeping in mind that falling interest rates, cheaper housing loans, as well as recently stable prices and discounts offered by developers at the end of the year could also have contributed to the increase in sales.

Developers have something to advertise, but the number of unsold apartments is increasing

On the other hand, developers simply had something to advertise. According to Otodom Analytics data, at the beginning of 2025 the number of available sales offers on the largest primary markets in Poland reached its peak. In January 2025, 121.6 thousand were recorded. advertisements and in March 2025, 131.7 thousand In the following months, this level began to decline, and at the beginning of 2026 it dropped to the level recorded before the announcement of the “Safe 2% loan”. and amount to 97.8 thousand apartments offered.

Despite growing advertising activity on social media, the number of unsold units increased in the seven largest primary markets, as indicated by JLL data. The number of apartments for which no buyers were found increased to over 14,000 in the last quarter of 2025. (+46% q/q).

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