Estate Agent Marketing Plan: A 12-Week UK Template

An estate agent marketing plan is a dated list of what you will do each week, who does it, and which number tells you it worked. Twelve weeks is a sensible first block. It is long enough to see instructions move and short enough to change course.

This post gives you that 12-week plan for a UK branch or small group. It sits underneath our wider piece on real estate marketing in the UK, which covers the channels. Here the question is order: what to do first, what to leave until later, and how to keep it going when valuations get busy.

The plan assumes one branch, one or two people with marketing in their job description, and a modest budget. Scale it up or down, but keep the order.

What an estate agent marketing plan should contain

Most plans we see are a list of channels. A usable one has five parts:

• One goal in numbers. For example, valuation requests per month, or instructions won from a named postcode area.
• A patch. The streets and villages you want more of. “Everyone nearby” is not a patch.
• A weekly calendar. Specific tasks with names and dates against them.
• A budget by line. Even if the total is small.
• A monthly review. Thirty minutes, same day each month, same four numbers.

If your plan does not fit on two pages, nobody will follow it.

Weeks 1 to 2: fix what people already see

Start with what a seller finds when they search your name. Do this before you spend on anything.

1. Search your agency name and your town plus “estate agent” on a phone. Screenshot the results.
2. Open your Google Business Profile. Check the address, opening hours, categories, phone number and website link. Google says complete and accurate information makes a business more likely to appear in local results, and inaccurate details can stop a profile showing for searches in its area (Google Business Profile help).
3. Check your Rightmove and Zoopla branch profiles for the same details.
4. Read your last ten reviews on Google and Trustpilot. Reply to any that have no answer.

Weeks 3 to 4: set the goal and the tracking

Pick one goal and one baseline. Say your branch averages a certain number of valuation requests a month from all sources. Count them properly for four weeks, by source: phone, web form, portal, referral, walk-in. A spreadsheet is enough.

Then set up three things:

• A tracked phone number or a “how did you hear about us” field on your valuation form.
• Google Analytics and Search Console on your website, with the valuation form set as a conversion.
• A simple log for every instruction: the source, the date of first contact and the date of signing.

This is the dull part. It is also the part that lets you drop a channel in month three without an argument.

Weeks 5 to 8: build the pages that win valuation requests

Now spend your time on the website and the profile. Seller searches are local and specific, so your pages should be too.

One page per patch

Write a page for each area you want to win: who lives there, typical property types, how long sales take for you, recent sold examples you have permission to show, and a clear valuation form. Keep each one factual. Our guide to local SEO for estate agents covers the profile and map side of this.

Answer the questions from week 1

Turn each valuation-visit question into a short page or post. Put a real answer at the top, then detail. If you are unsure how far to go, see our guide to content marketing for estate agents.

Reviews as a routine

Ask every completed vendor for a Google review within a week of completion, while they are pleased. Google lists review volume and ratings as part of prominence, one of the three things behind local ranking alongside relevance and distance. It also says you cannot pay for a better local ranking, so there is no shortcut here.

Weeks 9 to 10: switch on one paid channel

By now you have a tracked form and pages worth sending traffic to. Choose one paid channel only.

Start small and cap the daily spend. Our posts on property PPC and canvassing with direct mail and QR postcards go through the set-up.

Weeks 11 to 12: review and decide

Sit down with your log and compare it with the baseline from weeks 3 and 4. Four numbers are enough:

1. Valuation requests by source
2. Valuations that became instructions
3. Cost per valuation request for the paid channel
4. New Google reviews gained

Then make three decisions. Keep what produced instructions. Cut what produced only clicks. Choose the next patch.

A rough budget by line

Costs vary a great deal by town, agency size and whether you do the work yourself. As a guide, these are the lines to price, not figures to copy:

• Website changes: mostly time if you have a CMS, more if a developer is involved.
• Photography and video for area pages: priced per shoot or per day.
• Paid ads: whatever daily cap you set, plus management time.
• Print and postage: driven by quantity, design and the size of your patch.
• Tools: reporting and email software, usually a monthly subscription.

Our property marketing strategy playbook goes further on how to split a budget across a year.

Frequently asked questions

Want help running the plan?

We can audit your profile and website, set up tracking and run the first twelve weeks with you. Get in touch and tell us your patch.