How to increase qualified leads: Estate Agency
February 24, 2022
Ever the holy grail for any business let alone estate agency, where is the next lead going to come from and how are you going about finding it? In estate agency, qualified leads equals those looking to buy or to sell and are in a position to do so.
What is an unqualified lead?
- Cannot afford / Haven’t the finance agreed to buy a home
- Not in a position / ready to sell or buy a home
- Already in a long term contract with another agency
- Do not hold your estate agency in high regard (previous bad experience(s))
What is a qualified lead?
- They can afford / have the finances ready to purchase
- They are keen to sell quickly
- They are coming to an end with a contract / agreement with another agency(ies)
- They know the type of property / area they wish to purchase in
We are generally targeting a small portion of the consumer market when it comes to qualified leads and even then the success rate might not be high. We prefer to though put more of our time towards qualified leads than wasting time with any old lead where our success rates could be as low as zero.
Let’s look at the best ways to increase qualified leads in estate agency for 2022:
- Set the standard with your marketing of property listings: Many people will search property portals such as Zoopla, Rightmove and OnTheMarket when they make their initial venture in to the ‘estate agency’ sector. How they see similar property to their own being marketed such as quality of photos, descriptions, floor plans and extras such as videos can lure new leads your way. This acts in the same way for potential buyers too who are likely to open up property listings which catch their eye over mundane looking listings (especially applicable if a property sits under multi-listing).
- Social media: From a paid Facebook ad campaign to simply understanding how to use and engage with users better, social media opens up a whole new, active audience which can become your fans / clients (with investment of effort and time). Engage, get to know, build trust and more with your audiences. Some estate agents, though a tiny number, are grabbing this opportunity with both hands and seeing great results – Lots of time and investment required though!
- Reviews: People will want to research an estate agency they are about to use and this could take place from simply word of mouth from friends and family to online review sites. Concentrate on how your agency performs online with reviews and deal with any negative comments or clients insisting on improvements. Testimonials are also great to collate such as those on videos that you can share online / on your website. If you are new to working on your reviews online then approach your recent clients asking for their comments / reviews.
- Share great resources: Think about creating a blog and focus on informatic posts that local consumers will search for such as ‘how to find cheap homes in Berkshire’ or ‘how do I apply for a loft conversion’. Be a source of information as this can drive web traffic and trust in your direction. This should also involve you looking to share your content on other authoritative websites (this may involve a cost).
- Podcasts: These can take all forms and under many topics, but podcasts are easy to listen to and will appeal to busy people with busy schedules (no viewing needed). Think about informatic content or getting yourself / your agency known as the local estate agent by being funny / entertaining / delivering local news etc.
- Network locally: Think about local business networking (ie BNI) or maybe involving your agency with local charity events (which can secure you free local press exposure).
You May Also Enjoy
Industry Reaction to Renters’ Rights Bill Becoming Law
The Renters’ Rights Act has officially received Royal Assent, marking one of the most significant reforms to England’s private rented sector in decades. The new law will ban Section 21 no-fault evictions, replace fixed-term tenancies with open-ended agreements, cap rent increases, and introduce tougher property standards under the updated Decent Homes Standard. It also paves…
Read More 
Rightmove data and commentary as Renters’ Rights gets Royal Assent
The UK’s largest property platform Rightmove shares data and commentary on the rental market as the Renters’ Rights Bill finally gets Royal Assent and becomes law. Key market data The average advertised rent of homes outside of London has reached a new record of £1,385 per calendar month (pcm). Average rents outside of London are…
Read More 
Half of Brits would retrofit their property to make it more appealing to future buyers
The government is funding £13.2 billion in retrofitting properties Two-thirds (61%) of homeowners state that upfront cost is the biggest barrier to retrofitting Younger homeowners are more open to green improvements in their homes Over half of Brits think retrofitting would make their property more appealing to future buyers Over half (59%) of homeowners would…
Read More 
Buyers hit pause: Housing market records first annual fall in new sales in two years as more buyers adopt ‘wait and see’ strategy
House price growth has slowed over 2025, currently standing at 1.3 per cent which is broadly in line with the level a year ago Uncertainty over the November Budget has driven a growing ‘wait and see’ attitude amongst home buyers, leading to the first annual fall in new sales agreed in two years The usual…
Read More
Rents hit new record as pace of new rental homes coming onto the market slows
The average advertised rent of homes outside of London rises again in Q3 2025 to a new record of £1,385 per calendar month (pcm). Average rents outside of London are now 3.1% higher than a year ago Average advertised rents in London also reach a new record of £2,736, however rents in the capital are…
Read More 
The ‘Rentvesting’ Strategy: Owning a Home Where You Can’t Afford to Live
Oh, the ever-evolving property market. Keeps us wondering: how will I keep my head above water? And this is how a war-like property strategist is born. One of these savvy strategies is called: rentvesting. This is the art of renting where you want to live and buying where it fits your wallet. Getting your foot…
Read More