Case study · Property
LSL Estate Agency Franchising wanted the teams in its Your Move and Reeds Rains branches to use social media with confidence. We built a training brand, launched it at the Franchise Conference and ran seven live courses, each three times, in seven weeks. They drew 881 attendances and 510 questions.
- 881 attendances
- 21 live sessions
- 510 questions and comments
- 7.7/10 presenter score
- Client LSL Estate Agency Franchising (Your Move, Reeds Rains)
- Sector Property, estate agency
- Training Seven-course social media programme, playbook
- When November 2023 to March 2024, follow-ups to January 2025
- Audience Branch teams across the UK
- Format Live online courses with chat, all recorded
What did LSL need?
LSL franchises the Your Move and Reeds Rains estate agency brands. Its branches were active on social, but knowledge varied widely from one branch to the next.
The brief was to “upskill, train and instil social media best practice” among its estate agents across the UK, and to make sure that best practice “sticks”. Content had to focus on attracting sellers and landlords, keep branches professional and fit LSL’s brand rules.
- Business objective: help branches win more sellers and landlords through a stronger, more professional social presence.
- Training objective: reach the majority of branch staff with training that changes how they post, backed by a playbook for the long term.
What was the insight?
Estate agents are busy, and anything that felt like a compliance course would be ignored. The training had to feel like something worth joining, and every module had to answer one question for a property business: what should we post on Monday?
So the idea was a brand of its own: Mastering Social Media, from likes to listings.
What did the training cover?
- A training brand and launch. We created the Mastering Social Media identity and a trailer-style launch video, shown at the LSL Franchise Conference in November 2023.
- Seven live courses. The social media landscape, engaging content, Facebook, Instagram, LinkedIn, TikTok and social video. Each ran three times, weekly, between 30 January and 15 March 2024. We shaped every course with LSL’s marketing team around sellers, landlords and brand rules.
- Recordings and a playbook. Every session was recorded for LSL’s learning platform, and a 21-page Mastering Social Media guide gave branches a reference to keep.
- Follow-ups that answered feedback. Attendees asked for more on video, so we ran a summer session with a video editing deep dive. A Q1 ideas session, a LinkedIn masterclass for the central team and a LinkedIn session for the managing director followed.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure. The survey had 40 respondents.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Live sessions delivered | 21, over 19.5 hours | Training wrap report |
| Outputs | Attendances (people could join several sessions) | 881 | Training wrap report |
| Out-takes | Questions and comments during sessions | 510 | Training wrap report |
| Out-takes | Quality of presenters | 7.7/10 average | Post-training survey |
| Out-takes | Usefulness of sessions | 7/10 average | Post-training survey |
| Out-takes | Would recommend | 6.2/10 average | Post-training survey |
| Outcomes | Benefits reported since training | About a quarter more confident posting, about one in five posting more | Post-training survey |
| Impact | Further training booked | 4 follow-up sessions, July 2024 to January 2025 | Booking records |
What did LSL get from it?
A network-wide programme that reached hundreds of branch staff in seven weeks, plus a playbook and a library of recordings for new starters. The survey summary found “quality and confidence of social posting have most improved following the training”.
LSL kept coming back for more, booking four further sessions over the following year.
“I found every single one of these extremely helpful! It has made the different platforms a lot more understandable and how to use each one correctly.”
What did we learn?
- Avoid repetition. Most people attended most of the seven courses, so overlapping basics felt repetitive. Next time we would tier courses by level.
- Stream by ability. Some found the sessions too basic. A short pre-training survey would let us group people by experience.
- Measure behaviour, not just attendance. We would agree branch benchmarks up front, so we can show changes in followers and enquiries, not only feedback.
- Plan for learning fade. The demand for follow-ups shows after-care belongs in the programme from day one.
Need to train a branch network or franchise on social media? Talk to us about a social media training programme.
