There’s something I’ve noticed after years of working with estate agents.
Most are far too quick to ask for the valuation.
Someone downloads a guide.
They like a few posts.
They request an online estimate.
And within days, they’re being asked, “Shall we book you in for a market appraisal?”
It’s not wrong. It’s just too soon.
Cold leads aren’t bad leads. They’re simply not ready. And readiness comes from trust.
If you want to win more instructions, you have to warm people up properly. That’s where content marketing changes everything.
What Is a Cold Lead in Estate Agency?
In simple terms, a cold lead is someone who knows you exist but doesn’t yet see you as their agent.
That might be:
- Someone who requested an instant online valuation
- A landlord who downloaded a rental yield guide
- A follower who watches your videos
- An old database contact
- A homeowner who enquired 18 months ago
They’re aware of you. But awareness is not authority.
And authority is what wins instructions.
Trust Is the Real Currency
You’re not asking someone to list a product.
You’re asking them to trust you with their largest asset.
Before anyone invites you into their home for a valuation, they need to
believe three things:
- You understand the local market.
- You know how to market property properly.
- You will protect their position.
You don’t build that belief by asking for the appointment.
You build it by showing up consistently with value.
This is where social media and video become powerful tools — not for “posting properties”, but for positioning.
The Warm-Up Framework I Recommend
When I work with estate agents through Estate Agency Marketing, we focus on a simple progression:
Visibility → Education → Proof → Nurture → Invitation
Let me break that down.
1. Visibility: Be Seen Locally
You cannot win instructions if people rarely see you.
This is where platforms like Facebook, Instagram and LinkedIn come into play.
What works best?
- Short local market updates
- “What’s happening in [your town] this month”
- Behind-the-scenes content
- Vendor preparation advice
- Landlord compliance updates
Not overproduced. Not corporate. Just clear, helpful and consistent.
Repetition builds familiarity.
Familiarity builds comfort.
Comfort builds trust.
2. Education: Become the Local Authority
Most agents post listings.
Very few educate.
This is your opportunity to stand apart calmly and strategically.
Talk about:
- What actually affects property value in your area
- The difference between asking price and achieved price
- How long sales are taking locally
- What tenants are looking for right now
- Legislative changes affecting landlords
Video is particularly powerful here. When people see and hear you regularly, you stop being “an agent” and start becoming the agent.
This is how you win the hearts and minds of your territory.
3. Proof: Demonstrate Competence
Trust accelerates when you show results.
- Case studies
- Before and after marketing examples
- Sold price comparisons
- Time-to-let breakdowns
- Client testimonials
This is where you reinforce that your marketing isn’t average.
If you’re using tools like Meta Ads to amplify your content, even better.
Retarget people who watch 50%+ of your videos. Keep educating them.
Keep showing proof.
Now they’re warming up.
4. Nurture: Move Them to Email
Social media builds visibility.
Email builds depth.
Once someone downloads a guide or registers interest, this is where nurturing matters.
Platforms like Mailchimp or ActiveCampaign allow you to stay in regular contact without pressure.
A simple approach:
- Weekly local market insight
- Monthly sales vs lettings breakdown
- Educational emails answering common questions
- Occasional success story
No hard selling.
Just calm, consistent authority.
When they’re ready to move, you’ll be the obvious choice.
5. The Invitation (Only When Warm)
After weeks (sometimes months) of visibility and value, the conversation changes.
Instead of:
“Would you like a valuation?”
It becomes:
“If you’re curious what your property might achieve in today’s market, I’m
happy to share a detailed review.”
Subtle difference.
Massive impact.
Because now it doesn’t feel like a pitch.
It feels like the next logical step.
What Most Estate Agents Get Wrong
I say this respectfully.
- Posting only listings
- Being inconsistent
- Disappearing for weeks
- Asking for valuations too early
- Not building an email database
Content marketing is not about volume. It’s about consistency.
Three solid posts per week.
One thoughtful video.
One email.
Done every week.
Be Relentless, and Your Brand Will Explode!
A Simple 30-Day Warm-Up Plan
If you want something practical, here’s what I’d suggest:
Each Week:
- 2 educational posts
- 1 local insight video
- 1 proof-based post
- 1 email to your database
Then run light retargeting through Meta to anyone engaging with your content.
You’re not chasing instructions.
You’re earning them.
Final Thoughts
Cold leads do not need persuading.
They need educating.
The agents who dominate their territory aren’t always the loudest. They’re the most consistent.
When homeowners and landlords see you regularly…
When they learn from you…
When they trust your insight…
You stop competing on fee.
You become the obvious choice.
If you’d like help building a structured content system that warms up your leads properly, download my free guide or book a discovery call with me at Estate Agency Marketing.
Win hearts first. Listings second.
