Picture the scene. It’s Monday morning. You log into Rightmove with a coffee, ready to see what’s new in your patch.
Twelve new listings. And your stomach sinks. Because you were only called out to two of them.
You scroll through the others, recognising every street, almost every property. You’ve sold plenty of homes there, some above asking, some in record time. You know the area, the buyers, the schools, even the neighbours’ dogs. You’ve built a reputation you’re proud of.
So why didn’t they call you?
It’s one of the most common frustrations I hear from agents. That feeling of being everywhere, yet somehow invisible when it counts. Not because you lost the instruction, but because you were never even in the running.
And that stings. Especially right now.
The market’s unpredictable. The budget is looming. Costs are rising. Good people are harder to keep. Leads are tougher to generate. And no matter what, the bills still need paying. That pressure can make even the best agents reactive instead of consistent. You get busy, look for quick wins, and before long, the steady rhythm that keeps your brand visible starts to fade.
That’s where it goes wrong. Because the agent who gets the call isn’t always the best one. They’re the one whose marketing has been quietly doing its job, week after week, month after month.
Here’s the thing many forget, the decision to sell doesn’t happen overnight. It often takes months, even years, for a homeowner to move from thinking about selling to actually picking up the phone. By the time that moment arrives, they already know who they trust, who feels visible, and who feels right. And that’s where consistency pays off.
The agents who win are the ones who’ve been showing up clearly and repeatedly during that entire decision window. They’ve built a message that lands, simple, confident and instantly recognisable and they repeat it everywhere. On social, on their website, in their email marketing, their canvassing, their blogs, their community work. It’s all connected. That’s what consistency really looks like.
It’s not about doing everything, everywhere. It’s about showing up clearly, again and again, with the same message. When your social media, website and printed materials all say something different, it’s confusing. But when everything connects, when your tone, visuals and message are aligned, it starts to work like a heartbeat. Steady. Familiar. Reliable. That heartbeat is what builds trust.
Clarity tells people what you stand for. Consistency proves you mean it. The two together make you memorable.
The agents who keep winning aren’t relying on quick wins or luck for leads to fall into their lap. They’re putting in quiet, consistent effort across every channel, every day. Their social posts bring their people to life. Their blogs and guides sound like their brand, not borrowed industry jargon. Their emails show up regularly, keeping them front of mind long after a sale completes. Their print canvassing and community events look and feel like part of the same story. Every touchpoint reinforces the message: we’re active, we’re credible, we’re here to help.
And that’s why, when someone finally decides to sell, their name is already the one that comes to mind.
So next time you open Rightmove and feel that familiar frustration, don’t see it as failure. See it as fuel. Those twelve listings aren’t proof you’re behind, they’re proof there’s still a tonne of opportunity out there. Opportunity that’s waiting for you to grab it.
Being a great agent isn’t enough if no one remembers you when it matters. You need your marketing to work like a rhythm; clear, consistent and unmistakably yours. And when you find that rhythm, you won’t be wondering why you didn’t get the call.
Because you’ll already be in that living room.
Kirsty Franks is founder of Frank Marketing Agency.
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