We’ve all been there. You speak at an industry event, sponsor a property awards evening, or land a feature in the local press – and for a moment, your brand is buzzing. You feel seen. You feel heard. Then… silence.
This is where too many property businesses are falling short. |In this fast-paced, hyper-competitive world of estate and letting agencies, marketing is still too often treated as a tick-box exercise. A task, not a tool.
It is important that these moments are not just celebrated but wholly leveraged.
Here’s the truth: marketing isn’t a five-minute spotlight. It’s your brand’s voice, reputation, and growth engine. And if you’re not building consistent, multi-touchpoint narratives from your wins, you’re not really marketing. You’re just making noise.
A Strategy, Not a Stunt
We’ve seen the same pattern, time and again. Businesses invest time, money, and energy on a one-off campaign or appearance, but they don’t extract the full value. They don’t ‘juice’ it.
Imagine you’ve just spoken at an industry event. Too often, brands treat this as the end of the visibility, but – in fact – it should just be the beginning.
Follow up with:
+ a blog summarising your key points (great for SEO)
+ short-form LinkedIn posts that spark discussion
+ an email campaign to your client base
+ a pitch for a podcast feature
+ video snippets shared on Instagram and TikTok.
That’s how you stretch 20 minutes on stage into weeks of content. Not only does this keep you front-and-centre in the minds of your prospects, but it also gifts existing clients lots of value-driven nuggets, expert insights, and sector-specific guidance.
Turn Presence into Performance
The businesses winning today aren’t shouting the loudest, they’re showing up the smartest. Because firing a plethora of content into the abyss and hoping something, somewhere lands is archaic, and – quite frankly – foolish and wasteful.
Instead, it’s about being strategic. And using data-driven insights to know where, when, and how to target prospects to meet them in ways that totally resonate. Because modern consumers need to see and hear your brand multiple times, across multiple channels, before relationships are formed. And with the property sector built on trust, this is absolutely crucial.
Research by Salesforce shows that half of businesses with self-proclaimed underperforming marketing campaigns struggle to engage customers across more than one channel. But, on average, individuals are seeking prospective companies across eight platforms. So, if you’re not showing up cohesively and consistently, you’re – quite simply – leaving business on the table.
This doesn’t mean you need endless budget (wishful thinking!) or a team of 10, however. Instead, you need to align your marketing activity with your commercial strategy so that everything you do feeds the bigger picture: visibility, authority, credibility, and growth.
Think SEO content that showcases your expertise. Social posts that spotlight your team. Emails that keep your brand top-of-mind during long sales cycles. Thought leadership features that position you not just as an agent, but as a market expert.
Make It Count
One-off moments don’t build long-term business. Integrated, consistent, value-driven storytelling does. So, the next time you have a win – big or small – ask yourself: ‘how can I use this across three more channels? Who else needs to see this? What happens next?’
Marketing isn’t a moment. It’s momentum. And for agents looking to stand out in 2025 (and beyond), that shift in thinking isn’t optimal, it’s essential.”
Amelia Redge is agency director at Reech – a full-service marketing agency
