This sector is noisy and increasingly dominated by (and reliant on) portals such as Rightmove, Zoopla and OnTheMarket.
Agents have to utilise these and their features, then seek to compete in as many other ways as possible. So, what makes audiences feel right at home when shopping for houses?
Property portals really matter
We all know the ease of utilising a property portal is unmatched in this day and age.
You don’t need us to tell you this, but the point should be underscored – platforms like Rightmove have cornered the digital marketing age for buyers and sellers, with approximately 141 million users each month.
They provide everything from the opportunity to house hunt with very specific criteria, through to quick-fix estimates for fees and mortgage increases too.
On top of this, buyers can see the agents selling the properties in question too, giving a strong indication to the most successful and consistent players in that locality – useful if you also have a property to sell.
Fees are a pain point for many estate agents, but there's no real way to avoid the benefits of being active on these platforms – Rightmove in particular. Consumers expect it and you're missing the traffic, trust association and data capture if you're trying to operate outside of them. Off-market sales are possible, but few and far between in comparison.
Beyond this, the competition really starts, because when purchasing a new home, a client will be less concerned with who the agent in question is, but with a property to sell, it becomes more important than ever to make the right choice and supplement portal activity with the right mix of marketing to complement this.
Bring listings to life
Creativity is back on the market in the property world. No marketer can escape the power of video – this sector is no different.
Listing a home for sale now often includes more than just well-styled photos. Buyers expect a range of methods to view and engage with a potential property, long before they arrive or book a viewing.
These technologies most commonly take the form of video tours, and more recently the use of drone footage. The purpose of this added value content is to give the most complete, enticing view of a potential purchase. It's the closest you can get to experiencing a life in said property, as well as answering a lot of questions about location, space, neighbouring properties and more.
These virtual experiences capture the very essence and benefits of a property that traditional photography can lack, giving buyers the most in-depth opportunities to find their perfect match from a sea of static online options. And it works too.
Properties with aerial photos sell 68% faster than those with standard images alone, underscoring the significant advantage aerial imagery brings to the real estate market.
While digital might be the best way, it isn't the only way. A popular tactic of new developments specifically is the out-of-home, on-site advertising that catches attention as you drive by a specific place.
As well as loudly and clearly communicating offers such as part exchange, or range of homes, you will also see some witticisms, such as the development boards with ‘if you lived here, you'd be home by now’.
Traditional advertising still has its place, which is why you'll likely never see the demise of the trusty ‘for sale’ board either, and this combination approach is what maximises awareness across varied buyer demographics.
Opening emails, opening doors
As well as an old-school love for advertising in the form of boards and out of home, the estate agent market also thrives on reaching maximum audiences through alerts – and email is the perfect vehicle.
The desire of house hunters to have first refusal means there is a higher-than-average willingness to share data in order to access opportunities at the earliest moment possible. This also builds a sense of exclusivity, cementing you as the go-to for all the latest listings.
Enter email marketing – classically the most cost-effective marketing channel and a direct line to your customers. The data collected on prospective buyers is valuable and makes building a database of engaged audiences a simple, effective route to market.
The best estate agents are savvy, evolving their approach to stand out in a competitive sector and maximise reach.
If you worry that your marketing strategy is on shaky foundations, our award-winning team is here to help.
Branding, website development, social media, email, PPCSEO – we cover the entire digital marketing mix. Get in touch today.
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Amy joined in 2014 to set up our Content department. She now heads up a growing Brand and Content team, utilising over 13 years’ experience to deliver brand awareness through targeted, multi-channel copy. As well as engaging content for websites and blogs, Amy delivers PR strategies and tone of voice exploration, helping clients to communicate the purpose and values of their brand with maximum impact.
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