Marketing agency vs Estate agency – Which to choose?
This is becoming a growing question for modern landlords and property developers.
While the property market remains a solid place to invest, it’s also highly competitive and with rising costs and tighter margins, developers are exploring smarter, more cost-effective ways to sell homes. The rise of digital-first buyers and the power of social media have pushed many developers to rethink the traditional estate agency model and consider working with a marketing agency that understands real estate inside and out.
High commission fees and outdated methods are driving some developers to seek new, results-driven approaches that offer greater control, improved targeting, and a better return on investment. At the same time, we recognise that both options have their merits and choosing the right route depends on your goals, budget and level of involvement. In this guide, we’ll outline the key pros and cons of estate agencies and marketing agencies, so you can make a confident, informed decision.
The typical role of estate agencies in property marketing
Estate agencies provide a traditional, well-established route to selling homes. Their approach is familiar and convenient, offering developers a straightforward way to market properties through listings, viewings, and sales management.
The benefits of estate agencies
- Hands-off admin support – Handling enquiries, viewings and buyer negotiations, estate agents take the day-to-day workload off your plate.
- Access to existing databases – Many agencies have built large databases of local buyers, repeat purchasers and investor networks over time.
- Local market knowledge – Agencies can help set pricing strategies, identify selling points and guide you based on what works in your area.
- Tried-and-tested model – For some developers, the conventional sales route feels a more secure and familiar process
The drawbacks of estate agencies
- High commissions – Fees are up to 3.5% per property. With the average UK new build price now over £424K (ONS, 2024), one sale could cost nearly £15K
- Traditional marketing methods – Heavy reliance on for-sale boards, Rightmove listings and shop displays may limit visibility in today’s digital market.
- Lack of personalisation – You have little input into how your homes are marketed, photography, copy and tone are often standardised across listings.
If you want to grow fast, build a trusted local brand and compete with the big names, a tailored marketing strategy is no longer a ‘nice to have’, it’s a necessity.
Alexander Chadwick, Creative Director, Tall Zebra
The role of a marketing agency for property developers
Many forward-thinking developers are now moving away from templated estate agency formats and embracing tailored strategies crafted by real estate marketing specialists. The result? Greater brand visibility, smarter campaigns and a better handle on costs.
The benefits of using a marketing agency as a property developer
- Bespoke branding & campaigns – From your logo to your brochures, everything is tailored to your target buyer demographic.
- Data-led, optimised strategies – SEO, PPC, social media, email marketing and content strategy combine to deliver the right message to the right audience.
- More control & collaboration – You’re part of the process, feeding into USPs, messaging and campaign direction.
- Cost-efficient models – Flat fees and tailored packages often work out more affordable than commission-based estate agency structures.
- Long-term organic growth – A strong brand, smart website and consistent content marketing can generate inbound leads and reduce reliance on paid media over time.
The drawbacks of using a marketing agency as a property developer
- Not full-service – Marketing agencies don’t usually handle viewings, negotiations, or buyer liaison.You’ll need a sales team or in-house support for that.
- More input required – You’ll be more involved in marketing decisions and may need to manage elements like viewings or post-enquiry communications.
- Less local insight – While agencies can research and adapt, they may not always have readily available local buyer data for new areas.
- No built-in buyer database – Unlike agents, marketing agencies won’t have ready-to-go leads. However, they can build targeted data collection funnels to grow your own list over time.
Why is a bespoke marketing strategy so important?
According to SHEDyt, property developers can be categorised as micro, small, medium, large, or PLC. One thing the largest developers have in common? A strategic, data-led marketing approach. Take any of the UK’s major housebuilders, their growth has been powered by clear branding, defined buyer personas, and long-term marketing investment.
Whether handled in-house or through an agency, they’ve built recognisable brands with scalable strategies. And yet, real estate digital marketing is still relatively new territory, especially for small to medium developers. That means there’s huge untapped potential.
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We can help
As a real estate-focused marketing agency, we help UK property developers shape bold, modern campaigns that cut through the noise. We can take care of everything from branding and websites to PPC, social media, SEO, interactive sitemaps, CGI visuals, brochures and billboards. We offer fully tailored strategies built specifically for your developments.
We think outside the box, too, with campaigns like design competitions, influencer partnerships, local PR and community activations. If you’re also using an estate agency, we’re happy to collaborate to create a hybrid strategy that works best for you.
Want to learn more?
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Can you help me decide on the lead gen campaigns I want to run?
Yes. We’ll review your goals, budget and buyer data to recommend a campaign strategy(s) that aligns with your audience and development type. Whether you’re launching a new site or re-engaging a local market, we’ll help you build a plan that delivers genuine buyers.
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How do you decide on the right marketing approach?
It’s always bespoke. We begin by understanding where your brand currently sits in the market, your audience, your aspirations and any existing materials. Then we combine industry knowledge with market research to map out a strategy that makes sense for your specific goals.