Sold on Social

There's a moment most agents know well. A seller calls to book a valuation and when you ask how they found you, they say: "I've been following you on Instagram for a while." No portal, no recommendation, no leaflet drop. Just consistent, visible presence, and someone who was ready to sell when the time came.

That moment is happening more and more. And it's not a coincidence.

The Number's Don't Lie

Social media has moved a long way from being something estate agents dabble in. According to the National Association of Estate Agents, 79% of UK estate agents now actively use social media for property promotion, and the sellers they're trying to reach are meeting them there. Research from Rightmove found that 65% of UK home buyers use social media to discover properties, while over half of buyers say they prefer working with an agent who has an active social media presence.

Perhaps most tellingly, 43% of buyers reported that engaging with an agent's social media content made them more likely to make contact. That's not just passive scrolling, that's social media actively influencing who gets the instruction. chbl

And when it comes to video content specifically, the impact is even more pronounced. Agents who post consistent video content are seeing up to 400% more client enquiries compared to those posting static images alone.

It's Not About Going Viral

The agents seeing real results from social media aren't necessarily the ones with the most followers or the flashiest content. They're the ones showing up consistently, posting content that reflects who they are and what they know, and staying visible on their patch week after week.

Think about how a seller makes a decision. They're not just picking the agent who drops a leaflet through the door or has the biggest board presence on the high street. They're googling. They're scrolling. They're watching a reel from a local agent who seems to know the area inside out, and quietly thinking 'when the time comes, I'll call them'.

Social media is where that process happens now. And for self-employed agents, it's one of the few marketing channels where you can genuinely compete on personality and local knowledge rather than budget.

This Is What Consistent Looks Like

Done well, a consistent social media presence does several things at once. It keeps you front of mind with potential sellers who aren't ready yet, and research suggests the average seller takes months, sometimes years, to go from thinking about it to picking up the phone. It builds credibility before the first conversation even happens. Targeted advertising on Facebook and Instagram has been found to be up to 90% more effective than traditional advertising methods for reaching the right audience at the right time. And perhaps most importantly for a self-employed agent, it builds a personal brand that no portal can replicate. chbl

Nobody scrolls Rightmove to get a feel for who an agent is. They go to Instagram for that.

Where To Start

If you're already posting consistently, you're ahead of the curve, and the hub is here to make sure that consistency pays off. If you're not sure what to post or where to begin, our monthly content calendar takes that decision off your hands entirely. Every post is planned, written and ready to customise.

If it's the platforms themselves that feel overwhelming, the training section of the hub covers the fundamentals without the jargon. And if you want to go deeper on any of this, Kerb Appeal will be here every fortnight with the insight to help you keep building.

Start where you are. Use what's here. The rest follows.