Social Media – Build your own or Pay As You Go?

pay as you go social media for estate agents

If you are only after results from social media such as brand awareness / leads / website traffic and other business positives, then you can use what has already been done over creating your own. Let me explain…

There are two great ways to grow your brand on social media, one is that you create your own presence and work on building and engaging your own audiences. This option will most probably take a great deal of effort, time and sometimes money. The benefits of creating your own presence on social media is that you are in control of the audiences you have built, you decide as and when you communicate with them by way of posts / updates / messages.

The other option is that you form relationships with those on social media who carry the audiences you wish to target. This option will save you time though most certainly cost you a lot more in money. Unless you are using this option to drive audiences to your own social media accounts, then you must consider that using other social media user accounts to drive enquiries to your business will likely mean that once you have stopped paying then the enquiries will dry up also.

Pay As You Go social media for estate agents is a fine option if you wish to get results quickly and haven’t the time to invest in growing an organic presence. You should also consider that not only can you partner with and sponsor users who hold audiences that would be attracted to the services your estate / letting agency offers, you can also offer to purchase them.

It is amazing to think that soon it will be twenty years that I have been using social media. Over that time I have created and sold many accounts / pages / groups usually to businesses. When I have sold a business, of course comes with it the applicable social media accounts, though I have also been approached to sell accounts and groups based on their theme / audience size. Do not be afraid to adopt the idea of buying what others have created if you are looking for a quick fix as it will give you instant results even though it might cost you a decent amount of money to achieve.Christopher Walkey founder of Estate Agent Networking

If you are wanting fast results from social media and the pay as you go route sounds tempting, and within budget, then below are some tips and ideas for you to consider:

  • Research relevant keywords on social media platforms and see which user accounts / groups / pages appear in the results. Browse through these results in detail checking the popularity of the group, activity / content and who owns them. Do not confine your searching to property, any local groups will likely carry local audiences thus potential targets for your agency
  • Connect and join with them to explore what opportunities there are for you to let the members / followers know about your agency (do consider that most decent accounts and groups on social media will likely be targeted frequently and will delete your promotional posts or even ban you). Think about sharing useful information over direct marketing, ‘Five ways to increase the value of your home’ is far better received over ‘Three bed semi priced at £399,950’.
  • Approach the owners of ones you have picked out to be potentially great to own and see what possibilities there are for sponsorship / partnership and even a take over. If there is a great mortgage advisor on TikTok giving daily updates on the latest deals, why not think about sponsoring them?

 

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

Breaking News

FMB Supports Construction Leadership Council’s Health and Wellbeing Strategy

The Construction Leadership Council (CLC) Health, Safety and Wellbeing Strategy is a welcome and much needed new initiative to help drive industry change, says the Federation of Master Builders (FMB). The FMB’s CEO Brian Berry has joined more than 140 industry leaders at the Construction Leadership Council’s launch of its comprehensive Health, Safety and Wellbeing…
Read More
Clacton on Sea cash injection
Breaking News

20% Property Premium to Live Beside Britain’s Best Beaches

The latest research from eXp UK has found that homebuyers hoping to live by one of Britain’s best beaches can expect to pay almost 20% more on average compared to the wider local market, amounting to a seaside property premium of over £46,000. The research* by eXp UK analysed property prices in postcode districts surrounding…
Read More
Breaking News

Houseboats hand London homebuyers 57% saving

Houseboats hand London homebuyers 57% saving versus bricks and mortar The latest research from Benham and Reeves has found that London homebuyers could save as much as 57% on their property purchase by choosing a houseboat over a traditional bricks and mortar home, with the average cost of a houseboat across the capital coming in…
Read More
Breaking News

Silverstone fails to take pole when it comes to race track property premiums

The latest research from Yopa has found that while Silverstone may be the spiritual home of British motorsport and host of this weekend’s Formula 1 Grand Prix, it is far from the most prestigious racing venue when it comes to local property prices. In fact, homes near other race circuits across Britain command far higher…
Read More
Breaking News

Section 8 Reforms: What Landlords Need to Know About Longer Notice Periods and Stricter Rules

By Allison Thompson, National Lettings Managing Director, LRG As the Renters’ Rights Bill continues its progress through the House of Lords, landlords should be preparing for a much tighter framework around possession. One of the most significant changes proposed is the reform of Section 8, the legal route for regaining possession where a specific reason…
Read More
New Build for Merseyside
Breaking News

British new-build demand sees quarterly decline

The latest new-build market insight from Property Inspect has revealed that buyer demand for new-build homes remained largely static between the first and second quarter of this year, although buyer appetites for new homes remained robust in a number of major cities. The New-Build Demand Index (Q2 2025) from Property Inspect provides a view of…
Read More