Estate Agency Marketing: Part 4 of 4.
Show up in the right places, the right way.
This is the final part of the series. We’ve covered expectations, strategy and positioning; now let’s talk about where you actually show up, and how to spend money on ads without setting fire to it.
1. You don’t need to be everywhere.
So many agents try to be on every single marketing channel at once, and then wonder why they’re exhausted and it’s not working.
Two reasons this backfires.
First, as I covered back in Part 1, organic takes time. Not just to grow, but to produce. Second, the platforms aren’t interchangeable. TikTok wants a completely different format and posting rhythm than LinkedIn or Facebook, for example. Trying to feed all of them properly is a full-time job you don’t have the time for.
So don’t. Work out where your actual target audience spends their time, one to three channels max, and double down there. Done brilliantly on two platforms beats mediocre and half-hearted across six, every time.
2. Your Google Business Profile and reviews are marketing.
Estate agency is hyper-local, and this is where a lot of agents leave easy wins on the table.
When someone searches “estate agents near me” or your town’s name, your Google Business Profile is often the very first impression you make; before your website, before your socials. A complete, active profile stacked with genuine, recent reviews does two huge jobs at once: it lifts you in local search, and it hands nervous prospects the social proof they need to trust you.
Reviews aren’t an afterthought or a nice-to-have. For a local agent, they’re some of the highest-value marketing you’ve got. Ask for them, consistently. Automate them if you know how. And make them easy to leave.
Side note: we’re seeing Bing become more popular and generate more leads for our agents. A local SEO/GEO (AI) strategy covers more than just Google.
3. Ads are not boosted posts.
These get muddled constantly, and it’s costing agents money.
Hitting “boost” on a post is the platform’s easy button. You reach a few more people, sure, but with barely any real targeting, next to no control, and no proper structure to actually turn that reach into an enquiry. So your boosted post is landing on the page of a 17-year-old student as well as a 40-year-old homeowner, for the same cost. It’s the marketing equivalent of throwing money out of the window and hoping some of it lands on the right doorstep.
Proper advertising (running through the actual ads manager) is a different animal. Real audience targeting, tested creative, a defined objective, and a path designed to move someone from “saw it” to “got in touch.”
One is a quick dopamine hit of extra likes. The other is a system built to bring in leads. If someone’s charging you for “ads” and all they’re doing is boosting posts, you’re not getting advertising; you’re getting a boosted post.
My final piece of advice.
You don’t need to do more marketing. You need to do the right marketing, in the right order, and give it long enough to work. Start with a strategy. Lead with people, not just properties. Own your channels instead of renting them. Be consistent, measure everything, and stop chasing vanity. That’s the whole game.
Marketing that earns its place. Everything else is just noise.
And if all else fails, get a strategy (that’s literally our job).
If you’ve read this whole series and you’re thinking this all makes sense, but I have absolutely no time to do it… that’s completely fair. You’re running an estate agency. Marketing shouldn’t be another headache stacked on top of everything else.
That’s exactly what we do. We build the strategy first, the one that ties every bit of activity back to your actual business goals and financials, and then we make it happen, so your marketing finally earns its place instead of just filling your calendar.
We work specifically with UK estate agents (recruitment too, but that’s another story), and you don’t even have to work with us to get a free mini marketing audit produced by an actual human, not AI.
So if you’re tired of doing marketing that goes nowhere, let’s build you some that actually moves the business forward.
Frequently asked questions.
Which social media channels should an estate agent use?
Not all of them. Identify the one to three channels where your target audience actually spends time and focus there. The platforms aren’t interchangeable. TikTok, LinkedIn and Facebook each need different formats and posting rhythms, so doing two brilliantly beats doing six badly.
Do Google reviews help estate agents get more business?
Hard yes. For a hyper-local business like estate agency, a complete Google Business Profile with genuine, recent reviews is often the first impression a prospect gets. It lifts you in local search and provides the social proof nervous sellers and landlords need to trust you. It’s worth optimising for Bing too, as its share of leads is growing.
What’s the difference between an ad and a boosted post?
A boosted post is the platform’s simple button for reaching more people, with limited targeting and no real structure to generate enquiries. A proper ad, built in the ads manager, uses precise audience targeting, tested creative and a clear objective designed to turn attention into leads. They are not the same thing, and they don’t get the same results.
