Why Estate Agents Struggle with Marketing: Insights from Toby Martin

In a recent discussion with Toby Martin, a seasoned expert in lettings and estate agency marketing, we explored a pressing question: why are estate agents so bad at marketing? Toby, a fractional lettings director and marketing guru, didn’t hold back, offering a compelling analogy and actionable insights into the pitfalls of current estate agency marketing practices.

The Speed Dating Analogy: Standing Out in a Crowded Market

Toby kicked off with a vivid analogy, likening estate agents to participants in a speed dating event. Picture this: you’re seated at a table, surrounded by your local competitors—other estate and letting agents vying for the attention of landlords and vendors. Each has just one to two minutes to make a lasting impression. What do you say to ensure you’re the one they remember?

Unfortunately, Toby points out, most agents fumble this opportunity. Instead of engaging meaningfully, they resort to sliding across their latest property listings, flaunting dossiers of Google reviews, or showcasing pie charts boasting market share. “It’s like they’re not even talking,” Toby quips. “They’re just handing over data and hoping it sticks.”

This approach, while common, is a critical misstep. As Toby notes, drawing from a quote by marketing expert Seth Godin, “In a crowded market, blending in is the same as being anonymous.” When every agent’s social media feed or website looks identical—flooded with listings, reviews, and generic stats—there’s little to differentiate one from another.

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The Customer Journey: Missed Opportunities Before the Appraisal

Toby emphasizes that the customer journey begins long before an agent steps foot in a market appraisal. Potential clients—whether landlords or vendors—start their research online, scouring Google, social media, and agency websites. This presents a golden opportunity to stand out, yet many agents squander it by churning out the same content as their competitors.

To break this cycle, Toby advocates for a proactive, educational approach. “You need to give them what they’re looking for—information, guidance, education—6, 12, 18, or even 24 months before they need you,” he explains. This means consistently sharing valuable content on platforms where your audience already is, like local Facebook groups, which are goldmines for reaching local landlords and homeowners.

By providing insights and building trust over time, agents can position themselves as the go-to choice when a client is ready to act. “Pack your social media with value,” Toby advises. “You’re not controlling their actions, but you know they’re online. Meet them where they are.”

Marketing Doesn’t End with the Call

For Toby, marketing extends beyond the initial outreach. When a client books a market appraisal, the way an agent prepares for that meeting is still a critical part of the marketing process. “What are you sending them in the lead-up?” he asks. “Are they receiving personalized videos? Bespoke market reports tailored to their property?”

These touchpoints are opportunities to make an impact and influence the client’s decision. A generic email or a cookie-cutter report won’t cut it. Personalized, thoughtful communication signals professionalism and builds trust, giving agents an edge before they even walk through the door.

The Takeaway: Dare to Be Different

Toby’s insights boil down to one core principle: to succeed in estate agency marketing, you must dare to be different. In a sea of sameness—where competitors rely on listings, reviews, and pie charts—agents who provide value, educate their audience, and personalize their approach will stand out.

By rethinking their strategy, from long-term content creation to pre-appraisal communication, estate agents can transform their marketing from forgettable to memorable. As Toby puts it, “The more personal you can make it, the better.” It’s a simple but powerful reminder that in marketing, connection is king.

This article is based on a conversation with Toby Martin, a fractional lettings director and marketing expert, whose insights continue to shape the estate agency landscape.