Discover how estate agents can dominate local searches, cut wasted PPC spend, and convert clicks into vendor instructions in 2025.
Most estate agents I speak to tell me the same thing: “We’re busy online, but it doesn’t feel like it’s working.”
One independent firm was recently spending just over £1,000 a month on Google Ads. The clicks looked fine on paper, the phone rang often—but when they dug deeper, most of the calls were from buyers chasing properties. Very few were from vendors wanting to sell.
That’s the challenge many agents face today. The market is crowded, national chains dominate search results, and smaller independents can’t compete on budget alone. The result? Money wasted, staff tied up on the wrong calls, and too few instructions to cover the spend.
But here’s the truth: estate agents don’t need more marketing. They need the right marketing—local, targeted, and focused on performance.
Why local performance matters
In property, geography is everything. A homeowner doesn’t just want a big brand name. They want an agent who knows their town, their street, and the type of homes they live in.
That’s why local marketing is where independents can win.
When someone searches “estate agent near me” or “sell my house in Shrewsbury”, they’re not just browsing. They’re ready to choose who will sell their home. Get in front of that search with the right ad, the right page, and proof you’re local, and you stand a strong chance of winning the instruction.
Miss it, and the opportunity goes to someone else.
And this isn’t just my view. Recent research by Zoopla found that vendors put “local presence and expertise” ahead of low fees when deciding who to instruct. In other words, showing you know the local market can be worth more than undercutting on commission.
The common challenges
Most agents know they should “do digital marketing”. The problem is turning activity into real results. I see the same issues again and again:
- Competing with big chains – National brands can afford to outbid you on broad terms. Independents need to be sharper.
- Wasted ad spend – Ads often pull in buyers rather than vendors, or clicks from outside the local patch.
- Weak local SEO – Google Business Profiles are left half-finished, with few reviews or poor-quality photos.
- Disjointed activity – A few Facebook posts, a half-set Google Ads account, maybe the odd boost. Without a plan, it’s just noise.
According to Moore & York, sellers consistently value a strong local presence, realistic valuations, and clear communication when choosing their agent. Fail to show that online, and you’re already at a disadvantage.
These problems aren’t permanent. But they do need a shift from “trying a bit of everything” to running a joined-up plan.
Best practices that deliver
Here’s what works to cut waste and win more instructions:
1. Start with a clear plan
Before touching ads or SEO, work out the numbers. Who matters most—vendors, landlords, or buyers? How much is an instruction worth? What’s the most you can spend on a single enquiry? With those answers, your budget decisions become far clearer.
2. Fix your local SEO
Your Google Business Profile is your shop window online. Make sure it’s complete: photos, reviews, accurate details, and a strong description of your services. Then create pages on your site for each town you cover, such as “Estate Agent in Telford”.
3. Run targeted ads
Broad ads like “estate agent” will drain your budget. Target search terms with intent, such as “sell my house in Telford”. Exclude buyer terms if your focus is vendor instructions. And track every call and form—if you don’t know which ad worked, you can’t improve it.
4. Build trust with content
Selling a home is a major decision. Vendors need to feel they can trust you. Create useful content that proves your knowledge and builds confidence, such as:
- “5 Things to Check Before Choosing an Estate Agent in Stafford”
- “How to Get the Best Valuation for Your Home”
- Short videos explaining the selling process
Research by Street.co.uk highlights three things vendors value most: transparency, clear communication, and strong marketing. Content that demonstrates these qualities gives you an edge.
5. Measure the right numbers
Don’t be distracted by likes, impressions, or reach. The only measure that matters is instructions. Track how many vendor enquiries you get, what they cost, and which channels deliver them.
From activity to predictable growth
Plenty of agents are active online. They post on social media, run the odd ad, and update their Rightmove listings. But being busy online doesn’t mean the marketing is working.
Performance is different. Performance means you can predict, with confidence, how many instructions you’ll generate next month and what each one will cost. It means you know where to invest more, and where to cut back. It takes the guesswork out of growth.
That’s the difference between hoping enquiries come in and building a reliable system for instructions.
Final word
Independent estate agents don’t need the biggest budgets to compete. They need sharper targeting, smarter tracking, and a plan that’s built around their local market.
That’s what I help agents build at Sow the Seed Marketing. I cut wasted spend, turn clicks into vendor enquiries, and vendor enquiries into instructions.
If you want to stop hoping for leads and start building a predictable pipeline of instructions, book your free strategy call today.
Sow The Seed Marketing 
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