Marketing for estate agencies and property agents
An agency does not have a buyer problem. It has a listing problem: the owner who is thinking about selling and has not called anyone yet. That decision happens in a search, months before the valuation.
A 30-minute video call. The audit document and the 90-day plan.
What changes
The portal that brings the buyers also sells the agency’s own listings to its competitors.
Valuation requests arrive from owners who already called two other agencies first.
The agent’s reputation lives in their head and in a WhatsApp group, never on a page.
Exclusive mandates are lost on fee, because nothing else has been shown to justify one.
Win the listing before the seller calls three agencies.
The target is not “flats in the city” but the owner who types “how much is my flat worth in this street” or “fees for selling with an exclusive mandate”. That is a lower-volume, far higher-intent search, it is local down to the district, and it is the one that ends in a valuation. From there it is the CRM’s job to hold the owner who is not selling until spring.
How it runs
One page per district, written like a local
Prices, times to sell and what changed on that street this year. It is what an owner checks before deciding to call.
Valuation as the entry offer
A capture form on your own site connected to the CRM, so the request arrives with the address and the situation instead of as an anonymous click.
The agent’s LinkedIn as the reputation
People give exclusive mandates to a person, not to a logo. The account carries the operations, the criteria and the market view.
Owner nurture
The one who is not selling until next year gets written to every fortnight, and calls you when they are ready instead of googling.
Every service
Content & SEO
Eight pieces a month and the searches your buyer actually types.
Newsletter & CRM
The lead you already paid for, worked until it books a visit.
Social
Three LinkedIn posts a week and a development account that books visits.
PR & Media
A monthly article in trade media and a press release for every milestone.
Branded & Cases
One documented case per quarter: page, sales PDF and short video.
Strategy & Data
A live dashboard with leads, cost per lead and attributed sales.
Questions
Can I stop paying the portals?
Not immediately, and anyone promising that is selling something. The realistic goal is that the portal stops being the only channel and starts having to justify its invoice against a channel you own.
We are a two-person agency. Is this oversized?
The Compete plan exists for exactly that: one article a week, technical SEO, Google Business profile and a monthly newsletter, at 1.900 €/mo. The audit will say whether even that makes sense for your volume.
Does the exclusivity apply to agencies too?
Yes. One client per city and segment, and an estate agency and a developer in the same city are different segments.
Do you also do buyer marketing?
Yes, but it is the easier half. Listings are the constraint in almost every agency we look at, so that is where the plan starts.
Book your free audit
A 30-minute video call. The audit document and the 90-day plan.