How to Stack Your Marketing for Maximum Market Appraisals as an Estate Agent

When you first start running your estate agency, every minute matters. Time becomes your most valuable currency, especially in those early days where energy is high, but resources may be limited. This is exactly why being smart and strategic with your time is so critical — particularly when it comes to marketing. Because let’s be honest: if you’re asking yourself, ‘How can I get more property listings as an estate agent in the UK?’, the answer almost always comes back to one thing — marketing that converts.

As we highlighted in the opening chapter of this guide, your number one job as an estate agent is to get more properties on the market. Everything else is secondary. Listings are your pipeline. They’re the fuel that keeps your business moving forward. So the way you deploy your direct, done-by-you marketing matters — a lot. If you can ensure every marketing touchpoint you send out hits the right prospect, in the right way, with the right message, then you’re already on your way to increasing your instructions, boosting your conversion rate, and — most importantly — growing your market share.

But not all marketing is created equal. The truth is, some messages simply perform better than others. If you send a tailored letter to a withdrawn vendor saying you’ve got a buyer interested in their home, that’s going to get a far better response than a generic leaflet asking, ‘Do you want to sell your property?’ It’s about relevance and timing. And when you get both right, your odds of securing a market appraisal shoot up.

This is where marketing efficiency becomes your superpower. The aim is to deliver the highest-converting marketing material possible to every property in your core area — but without wasting time or energy. For properties that have never been on the market, a general leaflet might suffice. But for homes currently listed with another agent, the best approach could be a simple knock on the door and a friendly conversation about where they’re looking to move.

So, let’s look at how to build a conversion-led marketing funnel. Picture this: you’re under pressure — a gunman scenario, metaphorically speaking — and you need a market appraisal today. Would you start with a social media post that might convert one in 25,000 impressions? Hopefully not. The smarter move would be door-knocking or delivering withdrawn letters — strategies proven to deliver results faster. Once you’ve exhausted the bottom of your conversion funnel (i.e., your most targeted efforts), then you work your way up toward broader marketing methods.

This is where the concept of process stacking comes into play — an efficiency tactic that every serious estate agent should adopt. It’s all about killing two birds with one stone, like walking your patch while listening to a podcast. Rather than working reactively and jumping from one job to another across town, you break your patch into five areas of around 1,000 households. Then, you systematically tackle each section — knocking on doors, dropping off withdrawn letters, delivering VIP buyer leaflets, and finishing with general marketing collateral, all in one go.

By focusing your efforts within one micro-area per day, you dramatically reduce wasted travel time and maximise lead generation. This also creates a stronger presence in that community. You become the local agent that everyone has heard from — whether they’re on the market, were previously on the market, or have never considered selling… until now.

But this isn’t something you can wing on the day. It takes preparation. Before heading out, you’ll need to check if you’ve recently sold a home in that area. If so, use ‘just sold’ marketing. If not, do you have buyers looking in that patch? Then deploy a VIP letter campaign. No to both? Fine — the fallback is a general leaflet drop.

The next step is to gather data on which properties are currently on the market or have been withdrawn. The best free tool for this is Rightmove Plus. Use the Best Price Guide to run a postcode search centred on your chosen 1,000-household area. Set the radius accordingly and look back a few years to capture withdrawn properties. Ignore those marked SSTC and focus on homes that didn’t complete — you’ll usually spot this by comparing the listing and Land Registry dates.

By the end of your research, you’ll have a precise list of doors to knock and addresses to target with personalised marketing. The map generated by Rightmove becomes your delivery guide for the day. This allows you to know exactly how many households you’ll visit and what collateral each one will receive. If they’re currently listed — door-knock and leave a ‘help to find your next home’ letter if they’re not in. If they’ve withdrawn — drop a letter about revisiting their sale with a real buyer waiting. And if they’ve never been listed — well, that’s your general leaflet territory.

This strategy takes the guesswork out of marketing. You’ll know before you leave your house what materials you’ll need for the day. Print your withdrawn letters in bulk (as you often won’t have full addresses), prep your on-market drop-off notes, and make sure every envelope clearly states ‘Delivered by Hand’ — a tiny touch that’s been shown to increase call-back rates dramatically.

What this means is, by the time you finish your day in that specific area, every potential vendor will have received a message that matches where they are in the selling journey. And here’s the real beauty — when you’re recognised as the agent who’s active, visible, and helpful across the entire patch, you begin to dominate that micro-market. That’s when listings start coming to you, not the other way around.

This method of hyper-local, stacked marketing not only helps you get more property listings as an estate agent, but also puts you in a prime position to stand out in a competitive estate agency market. Done consistently, it will lead to more market appraisals, higher conversion rates, and increased fees. Why? Because the more strategic your approach, the more value you’re seen to bring — and the easier it becomes to justify premium pricing.

To wrap up, this is what efficient marketing in estate agency should look like: high-conversion, low-waste, hyper-local, and stacked. It’s smart, practical, and proven — and it’s just one of the many systems we teach at The Estate Agent Consultancy to help agents grow faster and charge more.

If you’re ready to take your agency to the next level, explore our other expert insights, download our free marketing guide, or book a 1:1 consultation with Chris Webb at The Estate Agent Consultancy. The strategies you need to win more listings and grow your fees are all here — you just need to take the first step.