Is there a changing face of marketing in 2017 for Estate Agencies?

I have been speaking to a few of my contacts who work in the same industry as myself ie content marketing and building websites of influence and a popular topic is how marketing online has rapidly changed in 2017.

It is not always easy to keep up with the change in marketing trends though by just keeping up on what the focus is / news trends are for consumers will help you to reach a good B2C audience / engagement. It is important to think that all business sectors can be seen as trendy and estate agency is also in this circle, engagement with consumers online is important so it is at times necessary to copy marketing activities of other national brands from clothing to foods whose focus is nearly entirely on consumer engagement. Companies now are more focused on instant publishing over long term marketing plans, this is where content marketing has grown in importance.

For instance, what has been with us now for a number of years is the ever popular banner adverts be it via Google Ads or placing a banner on a website directly. Though Google is able to display banner ads very much to the current needs and interest of website browsers, the popularity of banner adverts has decreased and to a point that they are in most occasions not providing a return on investment.

So what exactly is in store for 2017 in the world of marketing? It is still very much dictated by the giants out there online such as Google, Facebook, Twitter, LinkedIn which hold a wealth of data and databases of users that enable them to direct market content on their platforms and usually put whoever pay the highest fees, ie cost per click, at the top of the list of importance. Google obviously owns Youtube and we all know the amount of ads that now appear on those videos we love watching, sometimes annoyingly so that an ad is fixed and we can not skip after 5 seconds! What is in favour currently and this comes from direct experience is content marketing, distribution of relevant content with live link-backs placed on key target influence industry websites or groups on social media / social media accounts.

Sponsored blog content is one of the current popular ways to market brands online. Writing relevant / current trending news items and stories and placing them on key influencer websites is where a lot of target traffic is being driven these days and this includes in the property industry – ‘Ten key ways to protect your home from storm damage‘ as an example would be a highly rated post if released during the time when storms such as those in the USA are in the news, add to that blog link-backs to your estate agency website, will drive key target traffic of people interested in property to your website. Social media updates are also vitally important to engage with active audiences online, delivering your latest news / content on to channels which hold big target audiences can also help to drive key traffic through – Many companies holding these audiences will allow sponsored content, ie your own content, to be published for you thus hitting the audiences you are after.

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

You May Also Enjoy

Estate Agent Talk

Get Fast and Reliable Basement Flood Cleaning Services

Having water in your basement is awful. It could be because of a storm, busted pipe, or bad sump pump. Whatever the reason, water damage in your basement has disastrous effects if not dealt with. Basement Flood Cleaning Services are what you need. They will dry it out, disinfect the floor, and have your basement…
Read More
Breaking News

UK House Price Index summary: June 2025

The average monthly rate of house price growth in June was 1.4%. The average annual rate of house price growth in June was 3.7%, up from 2.7% in May. As a result, the average UK house price remains at £269,000.   CEO of Yopa, Verona Frankish, commented: “June’s figures reflect a market that is steadily…
Read More
Breaking News

Private rent and house prices, UK: August 2025

Average UK monthly private rents increased by 5.9%, to £1,343, in the 12 months to July 2025 (provisional estimate); this annual growth rate is down from 6.7% in the 12 months to June 2025. Average rents increased to £1,398 (6.0%) in England, £807 (7.9%) in Wales, and £999 (3.6%) in Scotland, in the 12 months…
Read More
Breaking News

Industry response to latest inflation figures

Nathan Emerson, CEO of Propertymark, comments: “Unfortunately, any increase seen within the rate of inflation does brings very justified concerns to consumers, many of whom are still struggling with the cost of living, which has been steadily rising over the past few years. “Although there is more work to be done to help ensure inflation…
Read More
Breaking News

London lettings market bolstered by record supply and resilient renter demand

· Supply conditions improved materially in July, with almost 50,000 new rental listings recorded, up 4% from June and 12% higher than July 2024. This represents the highest monthly volume in the last four years. · Renter demand strengthened notably in July, with a 25% uplift in new applicant registrations month-on-month. Compared with July 2024,…
Read More
Breaking News

Bridging finance key in driving uplift in auction activity

The latest analysis from specialist lender, Octane Capital, has revealed that auction sales across England have climbed by almost 9% over the past year, with auction buyers increasingly turning to bridging finance to meet strict completion deadlines and capitalise on below-market investment opportunities. Octane Capital analysed the latest figures* on both the volume of auction…
Read More