Estate agents are being urged to adopt a more connected and consistent approach to marketing as changing consumer behaviour and rising competitive pressures expose the limits of traditional methods.
Marketing technology provider Nurtur says many agencies are facing similar challenges, including declining engagement with phone calls, inconsistent marketing activity during busy periods and large volumes of client data going unused.
At the same time, agents are under increasing pressure to justify marketing spend and clearly demonstrate which channels are delivering results.
As buyers and sellers become more digitally focused, the gap between how consumers want to engage and how some agencies still operate is widening.
JOINED-UP APPROACH
Prospective clients are increasingly choosing to research online, consume information in their own time and only make contact when they feel ready, rather than responding to unsolicited calls.
Independent agency Jennie Jones is just one example of how these pressures can be addressed by adopting a more structured, joined-up marketing approach.
Rather than relying on disconnected tools or ad-hoc campaigns, the business has focused on consistency and integration across its digital activity.
Aarran Ellis from Jennie Jones says: “The biggest change I’ve seen is that people don’t want sales calls anymore, they want information.
“Email, websites and digital touchpoints let you stay visible without forcing conversations.
“The real challenge is keeping that activity consistent when you’re busy, which is why having joined-up systems running in the background is so important.”
ONLINE ENGAGEMENT
Data suggests this shift is accelerating. Website traffic across estate agent sites rose by a further 18 per cent in 2025, according to aggregated data from Nurtur, underlining the growing importance of online engagement in the customer journey.
Richard Combellack (main picture), Chief Commercial Officer at Nurtur, says: “Estate agency marketing has to reflect how people behave now, not how they behaved 10 years ago.
“Consumers want control over when and how they engage, and agents need systems that support that without losing opportunities.”
PIPELINE GAPS
Nurtur also points to the risk of marketing activity falling away during busy market conditions, creating gaps in future pipelines.
Automated and managed marketing services can help agencies maintain regular visibility even when teams are focused on transactions.
Many agencies are also sitting on large volumes of historic buyer, seller and landlord data that remains untapped.
Targeted email campaigns can help re-engage past clients and generate new opportunities.
When used compliantly, targeted email campaigns can help re-engage past clients and generate new opportunities.
Combellack says: “Your database is one of the most valuable assets you own, but only if it’s being used.
“We see time and again that re-engaging past clients can deliver significant long-term value.”
“As the market evolves, the agents who succeed will be those who stop juggling disconnected tools and instead build joined-up systems that work quietly in the background.
“The goal isn’t more marketing noise, but smarter, more sustainable marketing that supports long-term growth.”
