Social Media is Transforming Property Market in the Digital Age

Richard Combellack, Commercial Officer at, discusses how social media is transforming the property market in the digital age

There is no doubt that in an era where the estate agency sector is rapidly evolving, social media has emerged as a powerful tool for estate agents to effectively market properties, engage with clients, and establish a robust online presence.

Richard Combellack, Chief Commercial Officer at, a leading proptech supplier specialising in digital marketing and lead generation, says that with the proliferation of platforms such as Facebook, Instagram, LinkedIn, and Twitter, the opportunities for estate agents to leverage social media are endless.

“In today’s fast-paced digital landscape, the role of a well-crafted social media strategy has become paramount for estate agents. In the past the property sector has conventionally relied on traditional marketing channels like flyers, newspaper ads, and direct mail. However, the game has evolved, and to remain competitive and relevant, estate agents must embrace the power of digital channels in conjunction with their other marketing avenues,” he adds.

According to Combellack, first and foremost, a robust social media strategy provides estate agents with a dynamic platform to showcase their property listings. With billions of users scrolling through social media feeds daily, these platforms offer unparalleled reach and visibility. “By strategically posting high-quality images, virtual tours, and informative descriptions of properties, estate agents can capture the attention of potential buyers and renters who might have otherwise missed their listings. Social media also enables estate agents to utilise location-based targeting, ensuring that their content reaches the right audience in the right area,” he comments.

Combellack notes that a social media strategy also allows estate agents to establish and reinforce their brand identity. He adds that building trust and credibility in the property sector is vital, and social platforms offers an avenue for estate agents to humanise their services. “Agents can share success stories, customer testimonials, and behind-the-scenes glimpses into their daily operations. Engaging content not only fosters a sense of transparency but also helps potential clients connect on a personal level with the agency,” he says.

In the UK’s highly competitive property market, staying top-of-mind with clients is essential. A consistent social media presence ensures that estate agents remain in the spotlight, even when clients are not actively searching for properties. Regular updates, industry insights, and informative blog posts can position estate agents as trusted advisors, demonstrating their expertise and commitment to their clients.

“Furthermore, social media enables estate agents to interact with their audience in real-time. Responding to inquiries, addressing concerns, and engaging in meaningful conversations can set agents apart from their competitors. In a field where trust and communication are key, the ability to connect directly with clients and potential buyers or renters can make all the difference,” says Combellack.

He adds that the importance of a social media strategy for estate agents cannot be overstated. It serves as a multifaceted tool that not only enhances visibility but also builds brand recognition, fosters trust, and facilitates direct communication. “In an industry that is increasingly digital, staying ahead of the curve by harnessing the power of social media is a surefire way for estate agents to thrive in a competitive market and meet the evolving expectations of their clientele,” Combellack comments.

He notes that is able to manage estate agents social media for them, providing engaging content that will help build their online profile, generate leads and enhance customer relationships. “Consistency is key when it comes to social media, and it is often very time-consuming managing all the platforms. This is where the services of a specialist such as BriefYourMarket comes into play, especially considering the need to constantly navigate the ever-changing algorithms. Staying current with the latest trends and algorithms will ensure that marketing efforts for businesses remain effective and reach their intended audience. Using the services of a professional digital marketing provider will help agents to grow their social media and digital presence, while being able to spend their time focusing on the core elements of their business,” Combellack concludes.