Lead generation plan for an estate agent

Vendors choose the agent who feels most present in their exact area — a sold board on the same street, a leaflet through the door, and a face they recognise beats a generic town-wide campaign.

First step: Pick one postcode area of 500–1,000 homes. Commit to a monthly leaflet drop with real local market data (recent sales, current asking prices) for six months minimum.

Tools

A leaflet printer (Vistaprint or local print shop), Land Registry sold price data

Effort

1 day a month

Cost

£80–£200 a month for print and distribution

People move again every 5–10 years, and past clients who had a good experience are among the most likely to instruct you again or refer someone who's moving.

First step: Pull every past client from the CRM. Send a personal check-in message with current local market data, not a generic newsletter, roughly once a quarter.

Tools

Your CRM's contact database, Mailchimp or a CRM's built-in email tool

Effort

Half a day to set up, then automated

Cost

£0–£30 a month

People researching whether to sell search for 'house prices in [area]' long before they contact an agent — being the source of that information puts you in front of them first.

First step: Write a monthly local market update for your farmed area using Land Registry and portal data, published on your site and shared on local Facebook groups.

Tools

Land Registry data, Rightmove Plus data if available

Effort

2 hours a month

Cost

£0

A generic 'free valuation' offer is what every agent already advertises. A specific hook — 'find out what your renovation added to your value' — gets more responses because it promises something more than a number.

First step: Create one specific valuation angle relevant to your area (extension potential, HMO conversion value, subdivision potential) and promote it locally rather than a generic offer.

Tools

Local Facebook groups, Google Business Profile posts

Effort

1 day to build the offer

Cost

£0–£50 for local promotion

Prospective vendors read reviews from other vendors far more closely than from buyers, since it's the seller-side experience they're evaluating an agent on.

First step: At the point of completion, specifically ask vendors (not just buyers) for a Google review, mentioning what the process was like for them.

Tools

Google Business Profile, a QR code on the completion paperwork

Effort

10 minutes per completion

Cost

£0

Sponsoring the school fete, local sports club or farmers' market puts your name and face in front of the exact people you're farming, in a way that reads as community involvement, not advertising.

First step: Identify two to three recurring local events in your farmed area. Sponsor a stall or a prize, with a team member physically present, not just a logo.

Tools

Direct contact with event organisers

Effort

1 day per event

Cost

£100–£300 per sponsorship

A quick video explaining what's happening to prices in a specific street or postcode builds local authority faster than another polished property walkthrough, which every agent already posts.

First step: Film a 60-second phone video once a month on a specific local trend — a new development's effect on prices, a school catchment change — and post to Instagram and Facebook local groups.

Tools

A phone, CapCut for basic editing

Effort

1 hour a month

Cost

£0