Avocado Property, known for its disruptive approach to estate agency, has taken a radical step by deleting five years’ worth of social media content and wiping its Facebook and Instagram pages.
The move saw the self-employed brokerage abandon its well-established online presence, including over 10,000 followers built through creative video content and bold marketing campaigns.
The sudden digital reset sparked widespread speculation across the property sector, with many questioning the strategy behind the decision.
However, Avocado made it clear the next day – this was no accident. It was a calculated move to start again, from scratch, with a sharper focus and a new narrative.
DRAMATIC RESET
The brokerage, which has invested nearly £55,000 in advertising its now-deleted pages, views this dramatic reset as a way to challenge itself and prove it can build something even stronger the second time around.
The aim is not just to replicate past success but to elevate its brand in a more competitive and digitally saturated market.
Avocado’s new direction will break away from conventional estate agency content. Their social media will no longer feature homes for sale – a bold departure from industry norms. Instead, properties will appear only when they serve a journalistic purpose, keeping the focus on storytelling rather than sales.
The timing of this reset aligns with Avocado’s upcoming fifth anniversary, a new year, and a broader ambition to shift from a regional presence in Berkshire to a national audience. The brokerage also acknowledges that today’s digital landscape is far more crowded, requiring even more creativity and innovation to stand out.
Early results show promise, with the new Facebook page gaining over 300 followers in 10 days and Instagram nearing 200. Engagement has already reached 130,000 interactions for just £600 in ad spend — a testament to their confident, unconventional strategy.
EYEBALLS ON PAGES
Ian Macbeth (main picture), managing partner of Avocado Property, says: “We’ve had a lot of eyeballs on the pages. We grew the Facebook page in 10 days from zero to over 300. Instagram is nearly 200.
“What is really interesting is the profiling on Facebook. Our most dominant demographic is males over 65. Second to that is females aged 44-55. Which just shows that Facebook is very much the homeowners platform.
“The reach that we’ve had through the new content and the behind the scenes footage just on Facebook alone, has hit 130,000 engagements. What better way is there to get so many people to engage with your brand for 600 quid? Why people still knock on doors and leaflet drop…it blows my mind.”
VANILLA ICE
And he adds: “I don’t think our industry tries hard enough to show our personalities. I think too many agents try and stay vanilla because they want the whole of market. No-one goes into the ice cream shop and orders vanilla, let’s be honest.
“And I think estate agents stay in the vanilla bracket because they’re scared of stepping outside the norm. However, in todays marketing world being outside of the norm is the best and quickest way to win business. That’s why we launched our business in pink hoodies and not suits and ties.”
