Build a Personal Brand That Wins More Listings and Increases Fees

Five years ago, when I was in my thirties, I decided to give up on awkward nights at bars and embrace the swipe culture of Tinder. But before downloading the app, I did what any savvy person does: I researched. I watched YouTube tips, devoured blog posts, and read endless advice on how to optimise a dating profile. One stat, in particular, caught my attention—integrating your Instagram with Tinder significantly boosts your chances of getting matches. Apparently, no social media presence is now a red flag – people feared they might be “catfishing.” I checked my own Instagram and realised I hadn’t posted in three years. That wasn’t going to cut it.

So, I spent a week rebuilding my online presence—posting daily with friends, getting some fresh shots, and building a decent gallery. After reconnecting Instagram to Tinder, I finally started matching. A few dates later, I met Bronte, and we’ve now been together for over five years and are planning to marry. It took effort, but a strong, value‑offering profile changed everything.

The takeaway? In today’s world, having no social media presence is not just about missing out—it’s actively damaging. This is just as true for your estate agency as it is for dating. Prospective clients want to see a vibrant, professional, trustworthy business that shows activity both in the property market and the local community. They want to feel like they know you even before meeting you.

And that brings us to two buzzwords that are dominating the property industry right now: “personal brand.” What exactly is a personal brand, and why should you care? You’ve probably had those moments on the high street where, out of hundreds of faces, one stands out and you think, “I know that person!” Our brains are wired to recognise faces—and to connect with familiarity. It’s the same mechanism that made people feel they lost a family member when the Queen died—even though most had never met her. Media exposure made her feel like someone they knew. That’s the power of personal branding—creating a sense of familiarity and trust before you’ve even met.

Now, imagine if every client who stumbled on your social profiles thought: “He’s knowledgeable, hard‑working, honest.” Instant credibility. And when credibility is built before contact, instructions become easier. Studies show you typically need around 11 touch‑points before someone trusts you enough to do business. Posting on social media once a month means that trust builds over nearly a year—and chances are, by time number two rolls around, your audience has forgotten you. Instead, if you post three times a week consistently, you’ll accelerate familiarity, trust—and your pipeline.

So, how often? Aim for at least three quality posts per week. What should you post, and where? That depends not on your personal preference, but on where your ideal clients spend their time. Facebook tops the list with around two billion daily users, typically an older demographic that aligns with most estate‑selling audiences. Instagram follows, with 500 million daily users, and offers visual storytelling via photos and short videos. Next up are X (formerly Twitter) and Threads, smaller but still valuable for local community engagement. TikTok is booming—with around 50 million daily users—even though it skews younger, many are just starting to think about buying property. Finally, YouTube may not feel like social media, but it’s crucial. Regular video content on YouTube doesn’t just engage; it boosts your profile in Google search results because Google owns YouTube—it doubles your visibility.

The key is consistency across all these platforms, not just cherry‑picking a couple. Yes, it’s time‑intensive to create great content—but once you’ve recorded a video or taken photos, sharing it across platforms is quick and multiplies your reach. And don’t overlook timing: LinkedIn, in particular, performs best during working hours, while platforms like Instagram and Facebook have morning, lunchtime, and early evening peaks.

What does this mean in practice?

Let’s break it down into a typical week:

• Show your expertise: Share a short TikTok walkthrough of a new property or what to look for at an open house.

• Highlight local stories: Post an Instagram Reel featuring a local café, community centre, or charity you support—it shows you’re part of the neighbourhood.

• Educate in value-packed posts: On Facebook, share a short video or carousel post explaining how to increase the property’s value before selling, or bite‑size advice on how to get more property listings as an estate agent.

• Stay front of mind: On X or Threads, engage in local housing conversations—comment on new developments, market trends, and seasonal opportunities.

• Lift your Google ranking: Create a YouTube video titled, for example, “Top 5 ways estate agents can stand out in a competitive market”—and share it across your other channels.

By the end of the first—or even second—month, your audience is seeing you regularly, across platforms, in different formats, and your trust is building fast. You’ll start noticing more engagement, more enquiries, and more listings.

If you want the exact breakdown of when to post on each platform, download our free guide here: [free social‑media content planner], which includes best‑timing charts for Facebook, Instagram, X, Threads, TikTok and YouTube, plus ready‑made post ideas.

Imagine winning instructions even before you’ve pinned up a For Sale board—because your personal branding already did the groundwork. You’ll also be able to confidently increase your estate agency fees and charge more, justifying your value because you’ve built genuine authority online. You won’t be just another agent—you’ll be the estate agent people think of first.

Over time, this personal brand will compound: you’ll sell more properties faster, convert more lead‑to‑instruction, and dominate your local market. That’s why, when clients ask, “How can I get more property listings as an estate agent in the UK?” or “What’s the best way to increase my estate agency fees without losing clients?”—the answer always starts with consistent, authentic content that shows who you are, what you do, and how you deliver value.

In summary: your profile matters—personally and professionally. Build your personal brand through consistent, high‑value posts across Facebook, Instagram, X, Threads, TikTok, and YouTube. Accelerate trust by posting three times a week, mixing property insight, local storytelling, and behind‑the‑scenes content. This isn’t optional—it’s essential to win instructions, justify your fees, and grow as the go‑to estate agent in your area.

If you’re ready to fast‑track your growth, explore more expert strategies from Chris Webb at The Estate Agent Consultancy. Download your free guide to winning instructions and submitting higher offers, or schedule a one‑to‑one consultation now. Let’s make your personal brand do the heavy lifting—so you can stand out, win more property listings, and elevate your estate agency fees with confidence.