Social media helps estate agents show properties and reach buyers, sellers and landlords. Facebook and Instagram also give people a way to research your agency and get in touch. A clear plan helps you turn that attention into relevant enquiries.
This guide covers property posts, paid ads and the checks that help you judge results. Our social media marketing services can support the work.
Why social media matters for estate agents
Buying or selling a home is a big decision. People want to see the property and learn about the agent before making contact. Photos, video tours and local advice can help them take that first step.
Your feed can act as a shop window. Keep listings current, show your team and make it easy to ask a question. A useful, regular presence gives people a reason to follow you.
Build a clear local brand
Many agents compete for the same instructions. Help people recognise your agency with a consistent name, style and tone. Share useful local knowledge alongside your listings.
- Post new listings and update sold or let properties.
- Share local market news in plain language.
- Introduce the team and explain how you work.
- Use client reviews with permission.
- Show local places and events that matter to your audience.
Aim to be useful rather than posting for the sake of it. A short answer to a common seller’s question can be more helpful than another sales message.
Use paid ads with a clear purpose
Paid social ads can help you reach beyond your existing followers. Start with one goal, such as property enquiries or requests for a valuation. Choose a suitable budget and decide how you will measure results.
Check the advertising rules and audience options that apply to each campaign before launch. Avoid building a plan around targeting options that may not be available for housing ads.
Promote a property
Use clear photos or a short video tour. Include key facts and link to the full listing. Make sure the page works on a phone and that the enquiry form is easy to use.
Promote valuations
Explain what the valuation includes and how to book. Keep the message clear. People should know what happens after they submit their details.
Introduce your agency
Show your team, local work and approach to selling or letting. These ads can help people get to know you before they need an agent.
Create a useful mix of content
A feed made up only of listings can feel repetitive. Plan a mix that answers questions and shows your knowledge.
Property photos and tours
Show rooms clearly and keep details accurate. Include captions on videos so people can follow them without sound. Remove or update old availability details.
Local area guides
Share useful facts about transport, parks, shops and local services. Focus on information a buyer or tenant might want to know.
Market updates
Explain changes you are seeing in your local market. Give context for any figures and link to the source. Avoid promising a sale price or a fixed time to sell.
Answers to common questions
Explain viewings, offers, valuations and the steps after an offer is accepted. Short posts can turn a complex process into clear next steps.
Reviews and team stories
Share feedback with permission. Introduce the people clients will speak to and show how your team supports a move.
Turn interest into enquiries
Every post or ad should have a clear next step. Link to the relevant listing, valuation page or contact form. Check the link on a phone before you publish.
Reply to messages promptly and keep track of where enquiries came from. A campaign can bring attention, but your follow-up helps turn that attention into a useful conversation.
Measure what matters
Reach and likes show that people have seen your content. They do not tell the whole story. Check whether the activity supports your business goals.
- How many relevant enquiries did the campaign bring?
- What did each enquiry cost?
- How many people booked a viewing or valuation?
- Which posts led to useful website visits?
- How quickly did the team respond?
Review results regularly. Test a new image, message or page one change at a time. Keep what helps and adjust what does not. Allow enough time and data for a fair comparison.
Make the work manageable
Choose a posting schedule your team can keep. Plan around new instructions, local events and common client questions. Leave room for timely updates.
An agency can help with planning, writing, design, ads and reports. Agree who approves content, who replies to messages and what the monthly service includes.
Explore social media marketing support from Digi Toolbox if you need extra time or skills.
Frequently asked questions
Which platforms should an estate agent use?
Choose the platforms your clients use and that your team can maintain. Facebook and Instagram suit visual property posts. Review your own enquiries and results to decide where to focus.
How often should we post?
Start with a regular schedule you can sustain. Useful, accurate posts matter more than volume. Check which topics people respond to and adjust your plan.
Can paid ads help with valuations?
They can promote your valuation service and give people a way to book. Results depend on the offer, audience, budget and follow-up. Measure booked appointments as well as form submissions.
Should we manage social media in-house?
That depends on your time and skills. Your team knows the local market and properties. External support can help with content, ad management and reporting while you handle client conversations.
Discuss your property marketing
Need help keeping your social media active or planning a campaign? Tell us about your agency and what you want to achieve.
