How Estate Agents Can Use Social Media to Win More Instructions and Build Trust

Walk down any British high street today and you’ll see estate agents competing fiercely for attention. Window displays are polished, boards are neatly lined up outside homes, and glossy brochures sit ready to be handed out. But increasingly, these traditional shopfronts are no longer enough. Sellers and buyers don’t just look at your boards or leaflets anymore. They Google you. They check your Facebook, scroll your Instagram and watch your videos before deciding whether they can trust you with their property.

Social media has become the modern shop window of the estate agency world. If it’s dark, empty or out of date, people walk on by. But if it’s bright, welcoming and full of life, they step inside. This shift in behaviour is why every estate agent in the UK needs to see social media not as a nice-to-have, but as a fundamental part of their growth strategy.

As Jacob Littorin, an aspiring estate agent in Islington, puts it: “In today’s market, an estate agent without social media is like a shop with the lights turned off. People might notice you, but they won’t step inside. Social media is where trust is built, reputations are made and instructions are won.” Jacob understands that before he’s even established in his patch, being visible online is the fastest way to prove credibility and start winning the confidence of local homeowners.

What Jacob touches on is the idea of validation. Sellers today are more cautious and more research-driven than ever before. When they’re considering which agent to instruct, they look for proof that you are active, engaged and trusted locally. A leaflet may spark their interest, but your social media presence confirms whether or not you’re the kind of agent they want to deal with. An empty or outdated profile raises doubts. A lively feed filled with property updates, community stories, local insights and client success creates confidence.

This is where personal brand becomes so powerful. Social media allows people to feel they know you before they’ve even met you. The more they see your face, hear your voice and get a sense of your personality, the more comfortable they feel picking up the phone. It’s why video is the single most effective content format for estate agents right now. Video helps you convey warmth, professionalism and trust in ways that static images and text never can. Yes, recording that first video can feel daunting, but it quickly becomes second nature and the payoff is huge. Agents who embrace video consistently stand out in their local market.

Consistency is the other critical piece of the puzzle. Research shows that it takes multiple interactions before someone decides they can truly trust you. If you only post once every month or two, the process drags on and people lose interest. By posting three times a week, you keep yourself front of mind and build familiarity far more quickly. Even if at first it feels like you’re shouting into the void, remember that most of your audience are watching silently. They may not always like or comment, but when they need an agent, they’ll remember who has been showing up in their feed week after week.

One of the biggest mistakes estate agents make is assuming social media is about selling properties directly. In reality, its primary role is to build relationships and demonstrate expertise. By sharing local market insights, answering common questions, showcasing behind-the-scenes moments from your day, and celebrating your community, you position yourself as approachable, knowledgeable and invested in your area. That’s the kind of agent sellers want to work with.

Growing your audience is another important step, and it doesn’t happen overnight. It begins with the people closest to you—friends, family, colleagues and local businesses who are happy to support what you’re doing. From there, you expand into the wider community by joining local groups, engaging with popular posts and connecting with other businesses. Every time you comment on a local update or share a piece of helpful advice, you increase your visibility. Over time, this snowballs into a loyal following who see you as the go-to agent for your patch.

The real magic happens when you combine visibility with value. Anyone can post a property photo, but the agents who consistently offer insights that help homeowners make better decisions are the ones who stand out. Sellers will follow you because you’re genuinely useful, not just because you’re promoting your latest listing. And when they’re ready to move, you’ll already have built the trust needed to secure the instruction.

It’s also worth remembering that social media plays directly into your Google visibility. Platforms like YouTube are owned by Google, and an active presence there can push your business higher up search rankings. This creates a powerful loop where your content not only builds trust with your local audience but also boosts your discoverability when sellers go searching for estate agents nearby.

Ultimately, social media isn’t about chasing likes or trying to “go viral.” It’s about building credibility and trust in a market where competition is fierce and homeowners have more choice than ever. The agents who commit to showing up consistently, who invest in video, and who use their platforms to add value rather than just shout about listings, will be the ones who win the most instructions, increase their fees, and dominate their local market.

At The Estate Agent Consultancy, we work with estate agents across the UK who want to harness the power of social media to transform their businesses. Whether you’re looking to win more listings, raise your fees or simply stand out in a crowded marketplace, the strategies are all here for you to use. And as Jacob’s journey shows, it doesn’t matter whether you’re just starting out or already established—building your presence online is one of the smartest investments you can make in your future as an estate agent.

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