How Estate Agents Can Use Social Media to Build a Personal Brand and Win More Instructions

Let’s start with a story.

Not about property, but about Tinder.

Five years ago, I was a thirty-something looking for love, and like most people in the digital age, I turned to dating apps. But before I even downloaded Tinder, I did what any diligent researcher would: I studied the landscape. I wanted to know what made a profile attractive, what increased your chances of getting a right swipe, and what gave people the ick. One surprising statistic jumped out—people were significantly more likely to swipe right if the profile was connected to an active Instagram account. A dormant or non-existent social media presence? That was a red flag. It signalled you might not be real. You could be hiding something. Or worse, be a catfish.

At that point, I logged into my Instagram—three years since my last post. It was clear I had some work to do. A week of posting fresh content later, I connected Instagram to Tinder. And not long after, I met Bronte, who’s now my fiancée.

Why does this matter to you as an estate agent?

Because in today’s world, your online presence—your personal brand—is just as crucial in business as it is in dating. Buyers, sellers, landlords, and tenants are all looking you up. If they can’t find you, or worse, if what they do find is outdated or uninspiring, they’ll move on to someone else. Just like on Tinder, your first impression is happening long before you realise it.

If you’re an estate agent asking, “How can I get more property listings in the UK?”, then this is your answer: build a compelling personal brand through social media. People don’t just want to hire a professional—they want to know them. They want to feel a sense of familiarity, of trust, even before the first phone call. That’s what personal branding does. It creates that feeling.

Think about it. We cried when the Queen passed away. Why? Most of us never met her. But we felt like we knew her. We saw her face and heard her voice countless times. That’s the psychological power of familiarity. It builds emotional connection. And emotional connection leads to trust.

As an estate agent, trust wins instructions.

Your job is to create that same sense of familiarity. But here’s the key: it doesn’t take royal status or celebrity fame. It takes consistency. And it starts with showing up online three times a week, every week.

Your content doesn’t need to be polished or award-winning. It just needs to be you. The early days of your social media journey might feel lonely. You’ll post and wonder if anyone’s paying attention. Your likes will come mostly from friends and family. But keep going. Because over time, the compounding effect of your visibility will kick in. People will feel like they know you. And when they think of property in your area, they’ll think of you.

This is exactly how you start to stand out in a competitive market as an estate agent. You make your personal brand your unique selling point. Your tone, your humour, your local knowledge—all of this becomes your edge. No other agent can be you. So, be unapologetically visible.

Which platforms should you be on? Start with where your clients already are.

Facebook is non-negotiable. With two billion daily users and an older demographic, it’s perfect for the typical property audience. Instagram follows closely, favouring engaging visuals and video content, and making it easy to connect with your community. LinkedIn is ideal for professional insights and showcasing your credibility. TikTok and YouTube might feel like outliers, but don’t ignore them. They’re content powerhouses. YouTube, in particular, is Google’s sibling. Posting there will help you rank higher on search engines, boosting your visibility tenfold.

But it’s not just about posting. It’s about adding value. Think local market stats, client success stories, home staging tips, school catchment info—anything that’s genuinely useful. The marketing strategy here is simple: give, give, give… then ask. Provide value over and over before you ever ask for the business.

Even better, don’t ask at all. Just jab. When you jab enough—offering insights, telling stories, answering common questions—your audience starts coming to you. That’s what separates agents who struggle from agents who dominate.

This is also where video content becomes king. Nothing builds trust faster. Your audience gets to see your face, hear your voice, understand your mannerisms. It short-circuits the trust-building process. And yes, it’s uncomfortable at first. You’ll cringe watching your first videos. Everyone does. But like anything, confidence comes with reps. Start with your phone, post simple clips, and upgrade as you go.

What should your first post be? Keep it short, honest, and positive. Introduce yourself. Tell people what you’re about. Why you started this agency. What kind of experience you want to give your clients. Skip the five-minute monologue. Focus on the message: you’re here to serve, to help, to bring a better estate agency experience to your local market.

And once you’ve posted, it’s time to find your first followers.

Start with the obvious: friends and family. They’ll cheerlead your content and give you the social proof you need. Then, go local. Follow community groups, local businesses, local influencers. Avoid divisive topics like politics, religion, and football—stay neutral and inclusive. If you’re part of a larger agency group or franchise, follow every other agent in the network. Support them, and they’ll support you back.

Next, identify which pages your ideal clients already follow. Other estate agents, mortgage advisors, home improvement pages. Find those followers and engage with them—but be careful. Add too many people too quickly and social platforms may ‘shadow ban’ you. Spread your activity out across the day and keep it authentic.

You should also engage with local content. Spend 10 minutes a day on three different platforms, liking and commenting on the most visible posts in your community. This boosts your visibility passively and puts your face in front of more local eyes.

Remember, the goal of your social media in the first six months is not to generate instant instructions. It’s to build trust, credibility, and validation. When someone sees your flyer or hears your name, they will check you out online. What they see there could be the difference between a call and silence.

Be patient. Be consistent. And know that every post, every video, every comment is a brick in the foundation of your future success.

For more expert strategies on how to get more property listings, how to increase your estate agency fees, and how to dominate your local market, head over to The Estate Agent Consultancy. We’ve got case studies, guides, and one-to-one consultancy available to help you grow faster and more effectively.

If you’re ready to take your estate agency to the next level, start with your social media. Your future clients are already scrolling—make sure they find you.