Define whether you need vendors, landlords or applicants
Buyer and tenant traffic can be plentiful while instructions remain the commercial bottleneck. Ask each agency which audience it is targeting and how the website journey changes for valuation, landlord and applicant intent.
Local search should map to branch reality
Estate agency is intensely local. A multi-branch provider should explain Google Business Profile management, branch pages, service areas and local content without creating thin pages for every nearby postcode.
Compare portal dependence with owned acquisition
| Channel | Buyer question |
|---|---|
| Property portals | What demand do we already rent from third parties? |
| SEO | Can we win local valuation and service searches? |
| PPC | Can paid campaigns target high-intent instruction opportunities? |
| Social | Does content support local proof and remarketing? |
| CRM/email | Can existing database value be activated appropriately? |
Ask how valuation leads are qualified
A valuation form submission is not the same as an instruction. Agree how source, branch, property type and eventual outcome can be captured. The agency does not need access to sensitive client detail to understand whether marketing is creating commercially useful opportunities.
Check property feed and website constraints
Agency websites often depend on CRM feeds and specialist property systems. Before accepting website or CRO recommendations, establish whether the provider can work with your current stack and who implements changes.
Protect branch-level visibility
For multi-office businesses, ask for branch-level reporting. Blended totals can hide where spend, enquiries and instructions are actually coming from.
Comparing property marketing providers?
Use Kydos scope and pricing as one benchmark.
View Kydos pricingFrequently asked questions
Should estate agent marketing focus on valuation leads?
If instructions are the bottleneck, valuation and landlord opportunities may deserve priority over applicant traffic.
Is local SEO important?
It can be highly relevant because branch catchment and local trust influence supplier choice.
Can the agency work with our property CRM?
Confirm compatibility and implementation scope before signing.
Should every branch have its own reporting?
For multi-branch businesses, location-level reporting is usually more actionable.
Do portals replace marketing?
Portals provide important demand, but owned acquisition can reduce reliance on one source.
Who owns our advertising data?
Agree account ownership and access in the contract.