A new AI-powered social media marketing platform has launched with the aim of helping estate agents generate and retain their own leads, reducing dependence on third-party portals for visibility and enquiries.
HomeFeed has been built specifically for estate agents and is designed to turn each property listing into an automated pre-launch marketing campaign, generating demand before homes appear on the major portals.
The platform combines AI-driven content distribution with consistent local social media visibility, helping agents create earlier interest and more predictable valuation pipelines.
The platform has been developed by a founding team that brings together estate agency, digital marketing and lead-generation expertise.
GROWING RISK
HomeFeed was created by James Cocker, Ian Macbeth and Mike Robson, in response to what they see as the growing risk for agents who rely too heavily on third-party platforms for exposure. Macbeth and Robson are also co-founders of self-employed brokerage Avocado Property.
While property portals remain central to the sales process, the founders argue that many agents are effectively “renting attention” rather than owning it, leaving their businesses exposed to changes in pricing, algorithms or platform rules.
“Portals are great at what they do, until they become your main source of leads.”
James Cocker says: “Portals are great at what they do, until they become your main source of leads.
“When that happens, it becomes harder for agents to stand on their own feet. HomeFeed exists to help agents build a lead source they actually own.”
HomeFeed operates as an automated marketing system, using AI to distribute property content across social media channels and maintain consistent local visibility for agents. By promoting listings ahead of their portal launch, the platform aims to strengthen brand recognition and help agents build demand earlier in the sales cycle.
MODERN AGENTS
The founders say the most successful modern agents are no longer just listing property, but building ongoing digital visibility and trust with homeowners through regular content and online presence.
They acknowledge that doing this well has traditionally required time, structure and specialist skills that many agents lack in-house.
Ian Macbeth (main picture, inset), managing partner at Avocado Property, says the platform is designed for agents looking to future-proof their businesses.
He adds: “If you’re happy relying on portals indefinitely, HomeFeed probably isn’t for you.
“But for agents who want more predictable valuations, stronger local visibility and a modern way of generating demand, this gives them a way to take control of how and where leads are created.”
HomeFeed is initially being made available through a limited beta programme, with priority access and fixed pricing offered to early adopters. Estate agents can register their interest ahead of the wider rollout via the HomeFeed website.
