Marketing for Estate and Letting Agents

Spend on instructions, not buyers

Rightmove, Zoopla and OnTheMarket already deliver buyers and tenants. Where agency marketing earns its keep is winning instructions: vendors choosing who sells their home and landlords choosing who manages theirs. That is where we put most of the budget.

• Google Search: 'estate agents in [town]', 'how much is my house worth', 'sell my house fast [town]', 'letting agent fees'. These people are choosing an agent now.
• Meta: valuation and 'thinking of selling' campaigns in your patch, with sold-board and street-level creative.
• Email: past vendors and applicants who may be ready to move again.

Online valuation tools generate plenty of form fills but many are curiosity. We track which leads book a market appraisal and which become instructions, and feed that back to Google so it bids for the right people.

Material information in ads and listings

National Trading Standards Estate and Letting Agency Team guidance, produced with the major portals, sets out what material information a listing must carry. Part A, issued in 2022, covers price or rent, council tax band and tenure for sales, and rent, deposit and council tax for lettings, and belongs on the first page of the listing. Parts B and C, published in November 2023, cover items every property should have established (property type, construction, utilities, parking and more) and items that apply only where relevant, such as flood risk or restrictive covenants. For online listings, Parts B and C should be no more than one click away.

For marketing this matters because a social post or carousel ad promoting a property is advertising it. If the post shows a price, it should also show tenure and council tax, or link directly to a listing page that does. We build property ads and templates with those fields in place, and send them to listing pages that carry the full information. The underlying duty comes from consumer protection law, now in Part 4 of the Digital Markets, Competition and Consumers Act 2024, so omitting material information is a legal risk, not just a portal rule.

Lettings after the Renters' Rights Act

According to gov.uk guidance, from 1 May 2026 landlords and letting agents in England cannot ask for, encourage or accept offers above the advertised rent, and written adverts, including online listings, must state a single rent figure rather than a range. Phrases like 'offers over' and 'best and final' have no place in rental advertising. The same first phase moved tenancies to periodic and ended section 21 evictions.

Many landlords are uncertain, which is a marketing opportunity for agents who explain the changes clearly. We run landlord-focused content, email and Google Ads around 'letting agent for landlords', 'Renters' Rights Act help' and 'fully managed letting', sending people to a page that explains your service and fees.

Housing ads on Meta

Meta asks every advertiser to say, campaign by campaign, whether it falls into a Special Ad Category: housing, employment, financial products and services, or social issues and politics. Property sales, lettings and valuation ads are housing ads. Meta's developer documentation says that for declared campaigns age is fixed at 18 to 65+, all genders must be included, location targeting has a minimum radius, and detailed targeting exclusions are not available. Its documentation describes these restrictions as applying to the US, Canada and parts of Europe, and Meta updates the scope from time to time, so we check the current position for your audience at set-up rather than guess. Where restrictions apply, precision drops and the creative and offer do more of the work: real local streets, sold boards, a clear valuation promise. Ads that should be declared and are not can be rejected, which can affect the ad account. Paid social is from £150 a month + VAT plus ad spend.

What you get

• Search campaigns for 'estate agents [town]', 'house valuation', 'sell my house' and landlord terms
• Meta valuation and landlord campaigns set up correctly under the housing Special Ad Category
• Listing ads and social posts that carry Part A material information
• Valuation request and call tracking, with lead quality feedback from your CRM
• Email to past vendors, applicants and landlords: market updates and 'thinking of moving' prompts
• Monthly report: valuation enquiries, instructions won where shared, cost per valuation

How it works and what it costs

Google Ads management from £150 a month, social media management from £125 a month and email marketing from £95 a month, all + VAT. Ad spend is separate and paid to the platform. No long contracts.

1. Free review

   We look at your current ads, social, email and analytics, or your plans if you are starting out, and tell you plainly what we would change.

2. Plan and price

   You get a written plan with targets, budgets and a fixed monthly fee before anything starts.

3. Set up properly

   Tracking and consent first, then campaigns, audiences, content calendars or email flows, all in accounts you own.

4. Run and improve

   We manage it every week: search terms, bids, creative, posts and tests, cutting what does not pay and doing more of what does.

5. Report in plain English

   A monthly report on leads, sales and cost per result, not vanity numbers, with what we will do next.

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