Most estate agents know marketing matters. Few have a clear, repeatable system that consistently generates valuation enquiries.
This guide outlines a practical digital marketing playbook for estate agents. It focuses on what actually drives instructions, not vanity metrics.
How Sellers Actually Choose an Estate Agent
Before booking a valuation, sellers research agents online. They compare multiple agencies and form opinions before speaking to anyone.
Common decision factors include:
- Recognition of the brand or agent name
- Google reviews and testimonials
- Professional website and listings presentation
- Social media presence and activity
- Local reputation and visibility
Marketing influences whether you are shortlisted for a valuation, and whether you win the instruction.
The 4 Core Channels That Generate Valuation Leads
1) Local SEO and Google Reviews
Local search is one of the highest intent channels for sellers. People searching “estate agent near me” or “house valuation” are close to making a decision.
Key actions:
- Optimise your Google Business Profile with photos, services, and posts
- Collect reviews consistently from sellers and buyers
- Ensure your website has clear valuation request pages
- Target local keywords such as “estate agent in [area]” and “house valuation [area]”
2) Social Media Content for Credibility
Social media rarely generates direct instructions on its own. Its primary role is credibility and recognition.
Effective content types:
- Property walkthrough videos
- Local market updates and price trends
- Agent and team introductions
- Behind-the-scenes and community content
Consistency matters more than volume. Two high quality posts per week is enough to build recognition.
3) Paid Ads for Seller and Buyer Leads
Paid ads allow estate agents to scale enquiries predictably.
Common campaign types:
- Seller valuation lead ads
- Buyer property enquiry ads
- Local brand awareness ads
- Retargeting ads to website visitors and social media engagers
Typical budgets:
- Test budgets from £5 to £10 per day per campaign
- Scalable budgets from £500 to £2,000+ per month depending on market competition
Landing pages and follow-up systems are critical for converting ad leads into valuations.
4) Email and CRM Follow-Up
Many valuations are booked weeks or months after the first enquiry. A structured follow-up system increases conversion rates.
Effective follow-up includes:
- Automated valuation follow-up emails
- Monthly market update newsletters
- New listing alerts and property updates
- Personalised follow-up from negotiators
Your database is a long-term revenue asset when used correctly.
A Simple Weekly Marketing System for Estate Agents
This system can be implemented by most agencies without a dedicated marketing team.
Weekly Content Schedule
- 1 property video or carousel post
- 1 educational or local market post
- 1 story update per day on Instagram or Facebook
Weekly Lead Generation Tasks
- Request 2 to 5 Google reviews from recent clients
- Run at least one valuation lead ad campaign
- Check website enquiries and respond within 15 minutes
Monthly Optimisation Tasks
- Review ad performance and cost per lead
- Update Google Business Profile with new photos and posts
- Analyse website traffic and conversion rates
Common Marketing Mistakes Estate Agents Make
- Posting only property listings with no educational content
- Ignoring Google reviews and local SEO
- Running ads without proper landing pages or follow-up systems
- Focusing on followers instead of enquiries and instructions
- Hiring generic marketing agencies without property market expertise
Yes, Meta ads can generate valuation and buyer leads. Performance depends on targeting, creative, landing pages, and follow-up processes.
Summary: A Practical Marketing System for Estate Agents
Estate agents who treat marketing as a system, not ad-hoc posting, generate more valuations and instructions. Combining local SEO, social media credibility, paid ads, and structured follow-up creates a predictable pipeline of seller and buyer enquiries.
Agencies that implement even a simplified version of this playbook can significantly increase their online visibility and instruction win rate.
If you need help with any of the channels above, Crimson Social is a full service marketing agency for Estate Agents. Book a call with our team today!
