As estate agents plan for 2026, a new insight is emerging. Success is no longer driven by one channel or one campaign.
It is shaped by how well agents stay visible across a full customer journey that now spans search, social, email, websites, AI platforms, print media, and on demand lead responses.
To stand out in a competitive marketplace, agents need to have a multi-faceted approach to their marketing, reaching their target audience on various platforms, at various stages of their journey.
Utilising an omnichannel approach both increases the number of touchpoints with a potential customer, while also creating a unified and consistent experience across a multitude of channels, which helps to increase brand engagement and loyalty.
CONSISTENT EXPERIENCE
For this reason, Nurtur has released its 2026 Marketing Playbook for Estate Agents, a new guide that highlights the growing gap between agencies that rely on single channel tactics and those building consistent, multi-touchpoint marketing systems.
The industry is changing, but many agents have not changed with it
Most agencies still build annual plans around one or two core activities such as social media, leaflets, or paid search. The reality is that this approach no longer reflects how movers behave.
WHAT THE DATA SAYS
• Cold audiences may require up to 50 touchpoints before they act
• Warm inbound leads typically need five to twelve engagements
• Only 5% of an agent’s market is ready to move at any given time
The research shows that visibility must stretch far beyond the small group of active sellers and extend across the 90% who will enter the market in the months ahead.
Multi-channel marketing is no longer optional
Each channel within the marketing strategy contributes something different to the overarching impact.
The playbook outlines the role each channel plays. Social media builds familiarity, while search captures intent.
Email re-engages past contacts, while keeping the brand top of mind and AI tools create instant responses.
Print is excellent in building trust within the local community, and high performing websites can convert interest into valuations.
Agencies relying on only one or two of these touchpoints will find themselves outperformed by those who operate across the full funnel.
The data shows that an elevated marketing strategy requires a stronger mix
Nurtur’s analysis of estate agency traffic shows that a healthy marketing system typically generates 39% organic search and 30% direct traffic.
It also contains a balanced blend of email, paid search, paid social, and referrals
This diversity is essential, as it covers the full customer journey and creates multiple touchpoints that strengthen the performance of highly targeted paid channels.
THE 2026 CHALLENGE
Competition is increasing, customer expectations are rising, and new technologies such as AI assisted search are changing how future clients discover agents.
To remain visible, trusted, and chosen, agencies will need a complete marketing mix that supports the entire journey from awareness to valuation.
The 2026 marketing playbook gives agents practical frameworks for planning campaigns, understanding their market, improving websites, upgrading lead management, and using data to drive decisions.
It also covers emerging trends such as predictive marketing and the long-term impact of AI on search behaviour.
A new standard for the industry
The message for 2026 is clear. Estate agents who want consistent instructions need to embrace the multi-channel game.
They need an integrated system that reaches audiences across multiple touchpoints and creates a steady flow of leads, while strengthening brand awareness throughout the year.
Nurtur’s 2026 Marketing Playbook for Estate Agents provides the roadmap.
Download your FREE copy HERE.
