Social Media for Estate Agents
Social media is where vendors and landlords decide which estate agent they trust long before they request a valuation. Most agencies treat it as a property dump — listing after listing, no narrative, no engagement. We take the opposite approach: build a recognisable local voice across Meta, Instagram and TikTok, run paid social against your first-party valuation data, and tie every campaign back to instructions on the board. That is how social earns its keep in a property business.
The two jobs social media has to do for an agent
Job one is awareness — being the agent vendors picture when they decide to sell. That is built through consistent, well-shot local content: market updates, sold-board moments, branch culture, charity work, the team. Job two is direct response — converting that awareness into valuation requests through paid social campaigns targeted at the right postcodes and the right life-stage audiences. Most agencies do one or the other badly. The brands that win do both, joined up, and measure them differently.
Our approach to organic content
We build a three-pillar content calendar with every estate-agent client: market authority (data-led posts on local sold prices, stock levels and demand trends), local life (school events, charity sponsorships, area features) and brand personality (the team, the office, the small wins). We script and storyboard the higher-production pieces, but the daily posts come from the branch itself — that is what keeps the feed authentic. Vertical video is the format that wins on every platform now, so we plan for short-form first and adapt to the other formats from there.
Paid social that drives valuations, not vanity
Paid social for estate agents lives or dies on the audience. We layer postcode targeting, life-event audiences (recently moved, newly engaged, growing family), lookalikes built from your CRM and retargeting from your area-guide content. The creative is always lead-driven: a clear valuation offer, a soft-touch market report download, or a calendar booking flow that drops straight into the diary. Every campaign is wired to a Meta CAPI feed and your CRM so we see the full path from view to instruction, not just the Facebook-attributed clicks.
Reporting that ties social to instructions
We report monthly on reach in your priority postcodes, valuation enquiries from paid social, cost per valuation and cost per instruction (the only one that pays the bills). We deliberately do not headline impressions, follower count or engagement rate — those metrics are useful diagnostics but they do not pay your team. Tying the spend to instructions on the board is what makes social a defendable line item rather than a hopeful one.
If you want social media that earns its place in the marketing budget — built for sellers, landlords and tenants in your patch — book a 20-minute discovery call.
Book a discovery call →Frequently asked questions
- Which platforms should an estate agent actually be on?
- Meta (Facebook + Instagram) is non-negotiable — that is where sellers and landlords in your patch are. TikTok is a clear winner for agents under 50 who can produce regular vertical video. LinkedIn matters for commercial agents and BTR but is rarely worth the time for residential sales. Twitter / X has fallen off our recommendations entirely.
- How much should we spend on paid social each month?
- A defensible starting point is £750 to £2,500 a month per branch, scaled with valuation pipeline. Below £750 the audience iteration is too slow to learn from; above £2,500 you usually need a larger creative budget to keep the ads fresh.
- Do you produce the video and photo content as well?
- Yes — we have a content team that can run a half-day or full-day branch shoot every quarter, plus a remote scripting service for the always-on weekly content. Most agents land on the quarterly shoot plus a weekly templated post mix.
- How do you measure cost per instruction from social?
- We pipe Meta enquiries into your CRM with the source attached, then close the loop monthly with your branch teams to mark which enquiries became instructions. That gives a true cost per instruction, not a Facebook-attributed approximation.
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