The impact of digital marketing and how it now defines how Estate Agents operate
When I first entered the property market in 1989, after five years in the British Army, estate agency was a very different business.
We relied on walk-ins, phone calls and post. There was no internet, and I didn’t even own a mobile phone until the late 1990s.
I appreciate that some of you will find that amusing, while others may think it’s impossible to imagine operating that way today. But the truth is, it was a simpler time, and enormous importance was placed on relationships.
If you wanted to buy a property, you had to either visit agents in person or spend your day on the phone. That was our opportunity to make a real impression, earn trust, and build a genuine connection with applicants.
We built strong relationships with both buyers and vendors, and those relationships often served as the foundation for successful transactions.
By the early 2000s, the arrival of broadband meant websites became the new shopfronts for estate agents.
The digital revolution had begun.
Fast forward to today, and having a website or simply uploading a property to the portals is no longer enough, despite some vendors still believing that’s all an agent needs to do. To be honest, it’s what many agents do.
Modern estate agency requires joined-up marketing channels, networks, and a far more sophisticated approach to achieve the best results for our clients. At Noble Estates, we embrace this philosophy.
Marketing Property Today Requires Sophistication
To market a home properly in 2026, you first need the right media assets:
- Professional photography
- Accurate floorplans
- High-quality video tours
They have to be exceptional because we are all competing for attention in an increasingly crowded marketplace.
From there, you need to create a dedicated campaign for each property while maintaining a consistent brand presence across platforms. It is a complex business, and I’m fortunate to have my daughter and other marketing specialists advising us to ensure we stay ahead of the curve.
A Clear Opportunity in Eastbourne
As we prepare to open in Eastbourne and the surrounding villages, I have been surprised to see that many of the leading agents in the area have little or no social media presence.
That represents a real opportunity. Today, buyers are not just searching; they are scrolling, watching, sharing and engaging.
The Results Speak for Themselves
At Noble Estates, we are growing our presence daily across platforms such as Instagram, TikTok and LinkedIn:
- Instagram: @noble_estates_ldn
- TikTok: @noble_estates_property
- LinkedIn: Noble Estates
The results have been impressive.
We have driven sales as a direct result of our social media campaigns and delivered significant exposure for our marketing. We are currently averaging over 800,000 views per quarter on Instagram alone, with a target to exceed 1 million by the end of Q1 2026.
We recently published a dedicated blog about a fabulous beach house in Sussex, which has already attracted nearly 18,000 views.
The Future of Estate Agency
The fundamentals of estate agency will always remain the same: trust, relationships, and good negotiation. Good estate agents are good property people — they love the product.
But the way we reach buyers and the expectations vendors have of their agents have changed completely. We hope to be on an AI property portal in Q2/Q3, which we believe will transform how people search for property.
Digital marketing is no longer optional.
It is one of the most powerful tools we have for delivering the best possible outcome for our clients.
If you would like to know more about how we would market your property, please call us on 020-7228-9265 or email us at info@noble-estates.co.uk