Why social media matters when you are selling your home

THERE ARE CURRENTLY MORE HOMES AVAILABLE THAN AT ANY TIME IN THE LAST 12 YEARS, AND FEWER BUYERS MOVING THROUGH THEM.

That combination changes what selling a home requires. When buyers have a long list of options, they can afford to be slow and selective, and the properties that sell well are the ones that reach the right people first.

Marketing is no longer a finishing touch applied once the photographs are done. It is the part of the process that determines how many people see your home, how many of them book a viewing, and ultimately what they are prepared to offer.

A property listed on the portals alone waits to be found. A property marketed across social media is actively placed in front of people. In a market with this much choice, that distinction matters.

SOCIAL MEDIA REACHES BUYERS THE PORTALS CANNOT

Property websites perform one job extremely well. They capture active buyers, meaning people who have set their search filters, know their budget and are looking right now.

What they cannot do is reach everyone else. A significant proportion of buyers are passive, meaning they have not started searching yet. They may have been intending to move for months, or they may simply see the right home at the right moment and decide to act.

Your eventual buyer may well be in that second group. They are not on the property portals today, but they are on their phone, and social media is where you reach them. A wider pool of interested buyers produces more viewings, and more viewings is what creates competition on price.

VIDEO SHOWS WHAT PHOTOGRAPHS CANNOT

Photographs tell a buyer which rooms a property has and what condition they are in. Short video, including reels and walkthroughs, shows how a home works. It shows how the rooms connect, how the light moves through the day, and what the view from the kitchen looks like.

A still image cannot capture the moment a hallway opens into a bright open-plan space. A 15 second video can, and a buyer can experience it while queuing for a coffee.

This does not replace professional photography, which remains essential and always will. Social media simply gives that photography a far larger audience, delivered in the format people already spend their time looking at.

ADVERTISING CAN BE DIRECTED AT THE RIGHT AUDIENCE

Most sellers are unaware of how precise social media advertising has become. Platforms allow an agent to select who sees a property by location, age group and interest, which means the advertising is targeted rather than scattered.

A family home can be shown to families living within a few miles who need more space. A one-bedroom flat can be shown to people currently renting in the same postcode. A bungalow can be placed in front of the buyers most likely to want one.

Accurate targeting depends on local knowledge. Understanding where demand for a particular type of property is coming from requires a team who see which buyers are registering, what they are asking for and which areas they keep returning to. That is the work your local branch does every day, and it is what makes the advertising effective rather than merely visible.

EARLY MOMENTUM PROTECTS YOUR PRICE

Interest in a new listing reaches its peak within the first two weeks. That window is the most valuable period of the entire sale, and it is worth using properly.

Rather than waiting for buyers to find your property, we push it out to a selected audience from the first day, building momentum while attention is highest and converting that attention into viewings quickly.

Speed matters for a second reason. A property that has remained on the market for several weeks invites questions, either about the home itself or about whether the seller would now accept less. Strong marketing at launch is one of the most reliable ways to avoid reaching that point.

HOW WE MARKET YOUR HOME

When you sell with us, your property is advertised on the largest property websites in the UK, including Rightmove, Zoopla and OnTheMarket, as well as our own site. Social media activity runs alongside that from the start rather than being added later.

This includes video content of your home, published by your local branch and distributed across our wider brand network. The result is national reach combined with targeting from a team who know your area in detail.

YOUR BUYER MAY NOT BE SEARCHING YET

Somewhere nearby is the person who will want your home, and there is a reasonable chance they have not begun looking. Effective marketing does not wait for that person to appear. It finds them.

FIND OUT WHAT YOUR HOME IS WORTH

Speak to your local branch about how we would market your property, or book a valuation at a time that suits you.

YOUR HOME IS NOW COMPETING WITH MORE PROPERTIES THAN AT ANY POINT IN THE LAST 12 YEARS