Introduction
Lead generation is the lifeblood of every estate agency. Without consistent buyer and seller enquiries, revenue slows down.
In 2026, traditional marketing methods alone are no longer enough. Digital advertising — especially on property portals and targeted platforms — is driving the majority of high-intent real estate leads.
In this comprehensive guide, we explore how estate agents can generate more qualified property enquiries using modern advertising strategies.
Understanding the Modern Property Buyer
Today’s buyer:
- Searches online first
- Compares listings across portals
- Uses mobile devices
- Expects instant response
- Trusts digital reviews
This means estate agents must:
- Be visible online
- Invest in portal exposure
- Use retargeting
- Optimize listings
Strategy 1: Optimize Property Listings for Maximum Visibility
A well-optimized listing includes:
- High-resolution images
- Video tours
- Clear pricing
- Location keywords
- Strong call-to-action
Listings on major portals like OnTheMarket should be treated as digital sales pages.
Strategy 2: Use Premium Portal Advertising
Free listings are no longer enough.
Premium options can:
- Increase listing visibility
- Appear higher in search results
- Highlight featured properties
- Generate faster enquiries
Many UK estate agents are now combining organic listings with paid boosts.
Strategy 3: Retarget Interested Buyers
Most property buyers don’t enquire on the first visit.
Retargeting ads allow agencies to:
- Show ads to previous website visitors
- Promote similar properties
- Encourage return visits
- Increase conversion rates
This strategy significantly improves ROI.
Strategy 4: Combine Portal Advertising with Social Media
Successful agencies integrate:
- Facebook property ads
- Instagram carousel listings
- Google Display retargeting
- Portal advertising
This multi-channel approach increases exposure dramatically.
Strategy 5: Invest in Data and Analytics
Digital advertising allows agencies to track:
- Click-through rates
- Enquiry conversion rates
- Cost per lead
- Geographic interest
Data-driven marketing ensures advertising budgets are spent effectively.
The Role of OnTheMarket in Lead Generation
OnTheMarket provides estate agents with:
- Brand exposure
- Premium visibility options
- Audience targeting opportunities
- Multi-channel promotional tools
For agencies expanding their reach beyond traditional portals, it offers a strategic growth opportunity.
Common Mistakes Estate Agents Make
❌ Relying on one portal
❌ Ignoring retargeting
❌ Poor listing descriptions
❌ Low-quality images
❌ No follow-up system
Avoiding these mistakes improves lead flow significantly.
Conclusion
Digital advertising is reshaping the UK property market.
Estate agents who embrace:
- Portal advertising
- Retargeting campaigns
- Data-driven marketing
- Multi-channel exposure
…are the ones generating consistent leads in 2026.
As competition increases, strategic use of property portals like OnTheMarket can provide an edge in a crowded market.
