I’ve lost count of the number of estate agents who’ve told me social media “doesn’t work.”
And every time I hear it, I have to smile – because I know exactly what the problem is.
It’s not the platforms.
It’s not the algorithm.
It’s not that “your area is different.”
It’s the strategy.
Most agents are posting because they feel they should, not because they have a plan. And when there’s no intention behind what you put out, you end up with content that eats time but never brings you listings.
Today I want to share the approach I’ve seen consistently generate valuations and instructions for UK estate agents – the kind of social media strategy that genuinely moves the needle for your brand, your authority, and your pipeline.
Why Most Estate Agents Waste Time on Social Media
When I scroll through local agents’ feeds, I often see the same patterns:
- Random property posts with no story behind them
- Generic graphics
- Zero personality
- Nothing that helps a homeowner trust them more
It all feels… safe.
And safe doesn’t win market share.
Social media isn’t a box to tick – it’s a digital extension of your personal brand.
And when you treat it like the most powerful farming tool available today, everything changes.
The Only Reason Estate Agents Should Use Social Media
I always bring estate agents back to one simple truth:
Visibility → Trust → Conversations → Valuations → Instructions.
That’s it.
You’re not there to be famous.
You’re not there to rack up likes.
You’re there to become the most well-known and trusted agent in your patch.
If your content makes people feel like they already know you, you’ve already won half the battle.
And the magic ingredient?
Consistency. Not cleverness.
The Platforms That Actually Work for UK Estate Agents
Facebook (still the king of local reach)
Most agents massively underestimate Facebook.
Local groups, community visibility, and simple boosted posts still outperform almost everything else for local brand awareness.
Add Meta Ads on top of your organic content, and it becomes a powerhouse for valuable leads.
Instagram (your modern shop window)
Instagram works brilliantly for storytelling.
Homeowners make decisions with emotion, not logic – and Instagram allows you to show the personality behind your brand.
Stories, behind-the-scenes, day-in-the-life content… it all builds familiarity.
TikTok (for the brave and consistent)
When agents succeed on TikTok, they usually do it by leaning into one of two angles:
- The local educator – market advice, myth-busting, breakdowns
- The property personality – tours, humour, relatability
If you can show up daily, TikTok will reward you with reach you won’t get anywhere else.
LinkedIn (quietly brilliant for higher-value instructions)
LinkedIn is perfect for agents who want to take a thought-leadership approach.
It’s a platform where opinions matter.
If you’re willing to speak like a leader and share your expertise boldly, homeowners will notice.
What to Post: The Content That Converts to Instructions
This is where most agents get it wrong.
Your content needs to mean something.
Here’s the mix that consistently generates leads for my clients:
1. Proof Content
Show how you achieved a result – not just the result.
- “We sold this in 6 days because…“
- “The strategy behind our last three £500k+ sales.”
It builds trust instantly.
2. Value Content
Make homeowners smarter.
- Local market updates
- Why certain homes sell faster
- The truth about pricing
- How to prepare a home for the market
When you become the local expert, instructions follow.
3. Authority Content
This is where I always encourage agents to get a little braver.
Share your views.
Speak like a leader.
Tell the truth about what’s actually happening in the market.
People follow leaders – not marketing departments.
4. Personal Brand Content
Your face is the brand.
Show up.
Show the work.
Show the passion.
5. Community Content
Shine a light on your area.
People love agents who champion the community they serve.
6. Natural Calls to Action
No pressure. No hype.
Just simple invitations:
- “If you’re thinking about moving, feel free to message me.“
- “Download my guide for the latest strategies.“
- “Book a valuation if you want honest advice.”
Subtle works.
The Local Celebrity Effect
This is the real magic.
When someone has seen your face enough times, heard your voice, and watched your content, they start to feel like they know you.
And people instruct people they know.
That’s why I always say, “Be Relentless”.
Show up daily.
Even when the reach dips.
Even when you don’t feel inspired.
Because the agents who win are the agents who stay visible.
Paid Social: The Multiplier
Organic content builds trust.
Paid content builds scale.
The agents who combine both dominate their patch.
Meta Ads allow you to:
- Target homeowners locally
- Promote valuation offers
- Retarget anyone who visits your website
- Build brand familiarity 24/7
And you don’t need crazy budgets.
£5–£10 a day can transform your visibility.
If you’re relying purely on portals to win instructions, you’re leaving listings on the table every single week.
The Metrics That Actually Matter
Forget likes.
Forget follower counts.
What matters is:
- Conversations
- Comments
- DMs
- Link clicks
- Local reach
- Valuations booked
Everything else is noise.
Need help? Find out about my Content Marketing services and how we can help you.
