Marketing a New Estate Agency: The First 12 Months

Launching a new estate agency is exciting, but the marketing decisions you make in the first 12 months define your trajectory. Get them right and you build momentum quickly. Get them wrong and you spend the next two years trying to recover.

This guide is written for estate agents who are either about to launch or have recently started. It covers what to invest in first, what to postpone, and how to build a marketing foundation that grows with your business.

Before you launch: the foundations

Branding comes first

Your brand is the first thing every potential vendor, landlord, and applicant will see. For sale boards, business cards, your website, your social profiles: everything flows from your brand identity.

Do not cut corners here. A professional brand that works across every touchpoint (boards, stationery, digital, signage) is worth the investment. A cheap logo from an online marketplace will cost you more in the long run when you inevitably need to rebrand.

What you need at minimum:

• Primary logo and secondary mark (for boards, avatars, etc.)
• Colour palette and typography
• For sale and to let board design
• Business card design
• Brand guidelines document (so everything stays consistent)

Your website

Your website needs to be live before you launch. It does not need to be perfect, but it needs to look professional, explain who you are and where you operate, and have a clear way to request a valuation.

Avoid template websites from the large property suppliers if possible. They are quick to set up, but you look identical to every other agent using the same platform. A bespoke website positions you as a serious, independent agency from day one.

Google Business Profile

Set up your Google Business Profile immediately. This is free and gives you visibility in local search from your first day of trading. Add your office photos, your team, your branding, and start collecting reviews from your very first clients.

Month 1 to 3: generate immediate leads

In the early months, you need leads quickly. You do not have the luxury of waiting for organic SEO to kick in.

Google Ads

Google Ads should be running from day one. Target high-intent searches: "estate agents [your area]", "sell my house [your town]", "free property valuation [your area]". Start with a modest budget (£500 to £1,000 per month) and focus on your core patch.

Leaflet drops and door knocking

Digital marketing is essential, but in the first three months, do not neglect the basics. Branded leaflets dropped in your target streets, combined with personal introductions, build local awareness fast. Make sure the leaflet drives people to your website (use a QR code linking to a valuation page).

Social media launch

Set up Instagram, Facebook, and LinkedIn profiles with consistent branding. Post your "we are open" announcement, introduce the team, explain your proposition, and start sharing local content. Consistency from day one matters more than perfection.

Month 3 to 6: build momentum

Start SEO

SEO takes 3 to 6 months to show results, so the sooner you start, the better. Focus on:

• Location pages for every area you cover
• Area guides that demonstrate local expertise
• Consistent Google Business Profile activity (weekly posts, photos)
• Building citations on property directories and local business listings

Collect reviews aggressively

Every completed transaction should result in a Google review request. New agencies live and die by their reviews. Aim for 5+ reviews in the first three months and 20+ by month six. The social proof compounds quickly.

Celebrate every win publicly

"Just Sold" and "Just Let" posts on social media are essential for new agencies. Every completion is proof that you deliver results. Branded templates, professional photos, and consistent posting build credibility fast.

Month 6 to 12: compound and scale

Content marketing

By month six, your website should be generating some organic traffic. Accelerate this with regular content: monthly market reports, buying and selling guides, and local area content. This builds your authority with both Google and potential clients.

Email marketing

By now you should have a meaningful database. Start a monthly email newsletter with market updates, recent sales, and genuine advice. This keeps your agency top of mind with everyone who has engaged with you.

Review and optimise

After 12 months, you should have enough data to know what is working and what is not. Review your cost per lead across channels, double down on what delivers, and cut what does not. Build a formal marketing plan for year two based on real data, not assumptions.

Common mistakes new agencies make

• Spending on everything at once. Spread your budget too thin and nothing works. Focus on website + Google Ads + social media for the first three months.
• Cheap branding. Your brand is on every board, card, and digital touchpoint. Poor branding undermines everything else.
• Inconsistent social media. Posting five times in week one and then going silent for a month is worse than three posts per week consistently.
• Ignoring Google reviews. New agencies need social proof more than anyone. Make review collection a process, not an afterthought.
• No tracking. Set up Google Analytics and conversion tracking from day one. If you cannot measure it, you cannot improve it.

Related reading

• How Much Does Estate Agent Marketing Cost?
• How to Build an Estate Agency Marketing Plan
• Digital Marketing for Estate Agents: The Complete Guide

Launching a new agency?

We work with start-up estate agents across the UK and Ireland, building complete marketing systems from scratch. If you are launching a new agency and want to get the foundations right from day one, book a free discovery call.