Vendors pick an agent partly on your marketing
Social media training for estate agents, lettings teams, developers and property brands. Winning instructions rather than just listing stock, video walkthroughs shot on a phone, local reach that actually reaches your patch, and content that works when the market is slow. Half day £1,200, full day £1,800 for up to six people, excluding VAT.
Why does property social media underperform?
Because most of it is a shop window for stock that is already on the portals. Rightmove and Zoopla do that job better than your feed ever will, and a stream of property cards teaches your audience to scroll past you.
The commercial purpose of an agency’s social media is not to sell the house that is already instructed. It is to win the next instruction, from a vendor who is watching quietly for months before they ring anybody. That vendor is judging whether you would market their home well, and a feed of identical listing tiles answers that question badly.
What does the training cover?
1. Content that wins instructions
What a watching vendor needs to see. Sold results, process, the team, and the marketing you would give their house.
2. Video walkthroughs on a phone
Filmed and edited on the day, in a property or your office. See video training.
3. Local reach
Reaching your actual catchment rather than the whole country. Groups, geography, partnerships and local press.
4. Negotiators as personal brands
People instruct people. Building profiles for the team without losing control of the brand.
5. Lettings, which is a different job
Applicants behave nothing like vendors and the content that works is not the same.
6. Developers and new build
Long campaigns, off plan, and keeping a scheme visible through a build programme.
7. Slow markets
What to post when there is little stock and less movement, which is when most agents go quiet and lose ground.
8. Advertising rules
Claims about prices, yields and demand sit under the CAP Code, and property marketing gets caught more often than most.
Should negotiators post on their own accounts?
Usually yes, and most agencies handle it badly by either forbidding it or ignoring it. Vendors instruct individuals far more often than they instruct brands, and a negotiator with a credible local profile brings in business the corporate account cannot.
What that needs is a short set of rules people can actually follow, a supply of things worth posting so the ask is not simply post more, and an acceptance that some of it will not sound like the brand guidelines. That last part is the trade, and it is usually worth making.
Who runs the day?
I am Chris Norton and I run most of these sessions myself. I founded Prohibition, the PR, social and content agency behind this site, I have worked in public relations for more than twenty years, and I have been running training since 2009. I co-authored Share This Too, the social media handbook published by the Chartered Institute of Public Relations.
Property and housing has been a consistent part of the agency’s work, including Savills and Keepmoat Homes. For the filming block a producer comes along, because a walkthrough shot well on a phone is a specific skill and faster to demonstrate than to describe.
Property social media questions
How much does social media training cost for an estate agency?
Half day £1,200 and full day £1,800 for up to six people, excluding VAT, priced by the group. Around £200 to £300 a head. Multi branch groups usually want one session for the marketing lead plus a practical session for negotiators.
Should we just post our listings?
Not only. The portals already show your stock to people actively searching. Your feed’s job is to reach the vendor who is not searching yet and is deciding who to trust with their instruction.
Do we need a videographer for walkthroughs?
For premium instructions, sometimes. For everything else a phone shot properly is quicker, cheaper and often performs better, and we teach that on the day.
How do we reach people in our actual area?
Geography settings help, local groups and partnerships help more, and consistency helps most. We build a local plan rather than a national one.
Should negotiators have their own accounts?
Usually yes, with a short set of rules and a supply of content. People instruct people, and a strong local profile brings in work the brand account will not.
What do we post in a slow market?
The thing most agents stop doing. Market commentary, sold evidence, process explanation and the team. Going quiet in a slow market is how agencies lose share to the ones who did not.
Do you train lettings teams?
Yes, and separately where it makes sense. Applicant behaviour is nothing like vendor behaviour and the content differs accordingly.
What are the advertising rules for property?
Claims about price, demand, yields and investment returns fall under the CAP Code and are a common source of trouble. We cover where the risks are, as training rather than legal advice.
Tell us how you are winning instructions now
Half day £1,200, full day £1,800, up to six people, excluding VAT. Delivered UK wide or online.
One of the sectors we train, alongside every social media course. Delivered UK wide or online. Last reviewed August 2026.
