Ambitious agents look beyond portals for marketing edge – London Wallet

A new industry survey claims to highlight how high-performing estate agents differ from the wider market in marketing investment.

The latest Voice of the Agent report, based on 495 responses from UK estate and letting agents, found that the average firm spends 6.8% of income on marketing beyond property portals. Among growth agents – those that expanded in 2025 and are forecast to grow in 2026 – this rises to 11.9%, nearly double the average.

Around 29% of agents report spending nothing on marketing outside portals, while all Growth Agents invest in proactive marketing, typically allocating between 6% and 20% of their income. The findings suggest that consistent marketing investment is linked to growth, rather than relying solely on portal listings.

While portals remain key for capturing active buyers and tenants, the report claims that property is rarely top of mind for consumers. Marketing beyond portals helps agents maintain visibility with potential sellers and landlords well before they decide to move.

Simon Leadbetter, curator of The Voice of the Agent, said: “Property portals clearly grow brands and successfully generate lots of leads. But the agents who are growing aren’t relying on them alone. They’re investing consistently in marketing beyond portals. That’s the difference.”