Estate agent marketing ideas to win more instructions

Instructions come from three places: people who already know you, people who see your work and people who search. Most of the ideas below feed one of them.

1. 1Answer every vendor and landlord call, and book the valuation straight away.
2. 2Win the valuation with evidence and a plan, not the highest number.
3. 3Use boards, sold stock and listings as proof you sell in the area.
4. 4Ask for a review after every completed sale and let.
5. 5Keep in touch with past clients, applicants and people who had a valuation but didn't instruct.
6. 6Canvass within the rules.

A valuation booked is half an instruction. Make booking easy: a "book a valuation" button on every page, a phone that's answered and a confirmation by text or email saying who's coming and what to have ready.

At the appointment, your evidence is your marketing. The TPO's Code of Practice for Residential Estate Agents says any figure you advise, as an asking price or a possible selling price, must be given in good faith, reflect the property and current market conditions and be supported by comparable evidence, and you must never deliberately misrepresent market value (4b). Keep the comparables on file, as the Code requires (4c).

That rules out overvaluing to win the instruction. Win on the plan instead: who you think the buyer is, where you'll advertise, how viewings and feedback will work, and how often you'll review the strategy with the seller, which the Code also asks for (4d).

Follow up the same day with your written valuation, your fees including VAT and your terms. Many vendors invite more than one agent, so a prompt, clear follow-up helps you stand out.

Canvassing still works: letters to the neighbours of a sale, "just sold" cards and calls to past applicants. The TPO Code sets the rules:

• Advertising must follow the ASA's codes, be truthful and not misleading, and make clear who it's from, what it's for and how to respond (3a).
• If you use a property you've recently sold in canvassing material, you need the new owner's written permission first, after completion (3b).
• Fees must be shown inclusive of VAT, with a statement that VAT is included (3c).
• Act promptly when someone asks you to stop canvassing them (3f), and never harass anyone to gain instructions (5b).

Emails and texts to individuals also come under the ICO's electronic marketing rules: you need consent, or the soft opt-in for people who've used your services, with a way to opt out in every message.

Boards are local advertising money can't easily buy. The TPO Code says you can only put up a board on a property you've been instructed to market and with the seller's specific permission, and you must not replace, hide or remove another agent's board without the seller's permission or telling the other agent (7b, 7c, 7g). Local rules on boards apply too (7h).

Sold boards and sold listings are proof you sell in the area. Use your own sold prices and time on the market in valuation packs and on your website, as long as every claim is accurate and you can back it up.

Your listings market the seller's home and your agency at the same time. The TPO Code says all material information must be disclosed, with no material omissions that could affect the average consumer's decision, and that everything you say about a property, whether written, spoken or in pictures, must be accurate and not misleading (7i). For leasehold homes it lists material information such as the years left on the lease and the ground rent.

National Trading Standards' separate material information guidance for listings was withdrawn in May 2025, when the Digital Markets, Competition and Consumers Act 2024 took over from the old consumer protection regulations from 6 April 2025, as Propertymark reported. The duty hasn't gone: under section 227 of the Act, leaving out material information is a misleading omission. Keep giving buyers what they need up front, such as price, tenure and council tax band, plus anything else that would affect their decision.

Good listings win instructions too. A vendor who sees clear photos, a floor plan and an honest description of a neighbour's home will expect the same for theirs.

Vendors read reviews before they invite agents round, and Google says more reviews and positive ratings can help your local ranking. Ask every seller and landlord after completion or move-in, and buyers and tenants too. Send a review link, never offer anything in return, and don't ask only the people who were happy: Google's policy and the CMA's fake reviews guidance both rule that out. Reply to every review, including the bad ones, without sharing details of anyone's sale.

• Valuations that didn't instruct: a short note when a similar home sells nearby, if they've agreed to hear from you.
• Past sellers and buyers: a yearly update on what homes like theirs are selling for.
• Applicants: many buyers have a home to sell. Ask early, and offer a valuation.
• Landlords: a short update on rents and demand in their area.

Each of these needs consent or the soft opt-in if you send it by email or text.

Vendor and landlord calls are the most valuable calls an agency gets, and they often come in the evening, at weekends or while the team is out on viewings. A vendor who can't reach you can ring the next agent on the high street. Our guide to what missed calls cost estate agents works the sum through with your own fee and instruction rates, and our missed call calculator does it in seconds.

• Make sure vendor, landlord and offer calls are answered or picked up, including evenings and Saturdays.
• Book the valuation on the first call where you can.
• Pass on offers fast. The TPO Code says you must tell sellers about offers as soon as is reasonably possible and confirm each one in writing within 2 working days (9a).
• Follow up portal and email enquiries the same day.

Our guide to estate agent answering services compares voicemail, a receptionist and answering services.