As it’s widely known, estate and letting agents are busy professionals who need tools, products, and services that simplify their lives and help them succeed. For suppliers, this presents a golden opportunity—but the challenge lies in cutting through the noise to grab their attention. So, what strategies offer the highest returns for suppliers targeting these agents?

Here’s a breakdown of some key approaches that have been proven to deliver results.

1. Email Marketing: Direct, Personal, and Effective

Email marketing remains one of the most powerful tools in the digital marketer’s toolkit. When done right, it allows you to speak directly to your target audience—estate and letting agents—in a way that’s personal and actionable.

To see high returns on email campaigns, it’s crucial to personalise your emails. Sending generic, one-size-fits-all messages won’t get you far. Instead, segment your email list based for instance, according to their specific needs and interests. Estate agents in London, for example, might be more interested in solutions for high-value properties, while letting agents in smaller towns may be looking for products that streamline tenant management.

Key Tips:

• Subject Lines Matter: An engaging subject line makes all the difference. A/B testing different headlines can give you insights into what captures attention. Don’t forget the preview text!
• Offer Value: Use the email to offer something of real value—whether it’s a discount, a helpful resource, or insights from the latest industry report.
• Follow-up Campaigns: Don’t stop at one email. Develop a series of emails that nurture the relationship over time, guiding agents through the customer journey.

2. Online Display Banners: Building Brand Awareness on the Right Platforms

Estate Agent Today and Letting Agent Today are trusted sources of news and insights for estate and letting agents across the UK. By placing online display banners on these sites, you’re putting your brand in front of a highly relevant audience.

Estate and letting agents spend a lot of time on these platforms, reading articles, staying up-to-date on industry trends, and learning about new products. A strategically placed banner ad can subtly but effectively keep your brand top of mind as they browse.

Key Strategies:

• Placement is Everything: Consider the positioning of your banners. Banner ads at the top of the page, or embedded within popular articles, often see higher engagement.
• Clear Call to Action (CTA): Your banner should feature a compelling CTA. Whether it’s “Get a Free Trial” or “Book a Demo Today,” make sure the next step is clear.
• Eye-catching Design: Use bold, visually striking designs that draw attention without being intrusive. Animated banners often outperform static ones in grabbing attention.

3. Facebook Ads and Social Media: Leveraging Targeted Campaigns

Estate and letting agents are no different from other professionals—they scroll through their Facebook and Instagram feeds daily. Running Facebook Ads targeted specifically at agents can be a cost-effective way to reach them where they are already spending their time.

Key Considerations:

• Audience Targeting: Facebook allows you to target your ads based on location, profession, and interests. This ensures that only estate and letting agents see your ads, reducing wasted spend.
• Ad Format: Carousel ads, which allow you to showcase multiple products or features, can be particularly effective for suppliers who offer a range of services. Video ads are another great option—they tend to receive higher engagement than static images.
• Social Proof: Consider using testimonials from agents who’ve used your products. Social proof can be incredibly persuasive, especially in a tight-knit industry like property.

4. Content on the Today sites: Showcasing Expertise to Build Trust

Agents don’t just want products—they want suppliers who understand the unique challenges they face. Content is your opportunity to demonstrate your expertise and build credibility in the industry.

Publishing your sponsored content, featured articles, guides and tips or case studies on industry-leading sites like Estate Agent Today and Letting Agent Today will show agents that you’re a trusted source of information and solutions. The goal is to provide value upfront, making agents more likely to turn to you when they need your products or services.

Key Points:

• Be Educational, Not Salesy: Focus on delivering actionable advice and insights. Agents are more likely to trust a supplier who educates rather than just pushes their product.
• Long-Term Strategy: Content marketing is a long game. Regularly publishing new pieces will keep your brand visible and respected in the eyes of agents.

5. Blogs and PR: Driving Engagement and Authority

Blogs and PR are powerful tools to boost your credibility and broaden your reach within the property sector. By consistently publishing blogs that provide value and insights, and strategically using PR to promote your brand’s achievement, you can position yourself as a trusted authority in the industry.

Blogs allow you to dive deep into topics that matter to agents, such as improving client relationships or tackling new market challenges. These pieces can be tailored to solve specific problems agents face, showcasing your expertise while offering actionable solutions. Meanwhile, PR enables you to spotlight significant milestones – whether it’s a product launch, an award win, or a collaboration with a big-name business partner. Press releases distributed to industry publications can boost your visibility and establish you as a major player.

By combining the long-term benefits of blogs with the immediate impact of well-placed PR, suppliers can create a holistic strategy that drives engagement, builds trust, and strengthens brand authority.

Key Actions:

• Solve Their Problems: Both blogs and PR should address the challenges agents face. Use your blog to offer detailed, helpful advice and your PR efforts to demonstrate industry relevance.
• SEO Boost: Blogs can significantly improve your website’s SEO, driving organic traffic over time. PR, on the other hand, can generate high-quality backlinks that also improve SEO.
• Expand Reach and Credibility: PR gets your brand featured on prominent industry platforms, increasing visibility and boosting credibility among estate and letting agents.
• Dual Benefits: Blogs provide ongoing value and engagement, while PR delivers quick bursts of visibility and authority-building, creating a well-rounded strategy.

To achieve the highest return on investment when targeting estate and letting agents, suppliers need to deploy a multi-faceted approach. But, at the heart of every strategy, there should be the desire to provide real value to agents. Understand their challenges, position your product as the solution, and use these digital strategies to communicate that effectively. By combining these tactics, you’ll create a well-rounded marketing plan that gets results.

If you’d like to advertise your product or service across different platforms making the most of your advertising and marketing objectives, we’ll be delighted to help! Email us at lee@angelsmedia.co.uk or call 020 8663 4989, and we’ll be in touch soon.