Integrating social media has become vital for every estate agency’s marketing strategy. – TNT

Social media has become an important marketing tool for estate agents, helping to showcase properties, boost brand awareness, and connect with potential buyers, sellers, renters and landlords, new figures show.

Drawing from almost £450,000 in advertising spend across 186 Rex Reach property campaigns, the data shows that Facebook and Instagram remain critical tools for agents looking to drive leads, boost visibility, and win more business.

With 55.9 million active Facebook users in the UK, Rex Reach says the platform remains one of the best channels for property promotion. Its precise targeting capabilities by postcode, buyer profile, and behavioural patterns make it easier for agents to get listings in front of the right people, at the right time.

Rex Software’s own data shows that the average click-through rate (CTR) for property ads is 7.4%, with top-performing campaigns achieving up to 12.12% among the 55–64 age group—a demographic often motivated by downsizing or retirement. Notably, female audiences outperform males, with CTRs of 11.39% vs 8.99%, indicating that targeted messaging that speaks to this audience can drive stronger results.

In terms of cost efficiency, the figures provided show that the average cost per click (CPC) is £0.06. Higher CPCs often indicate the need for tighter targeting or more relevant creative. Agents seeing above-average costs may benefit from narrowing their audience or tailoring ads to local buyer personas.

The cost per thousand impressions (CPM) sits at £4.65, offering a baseline for reaching more potential clients. While CPMs can increase during competitive periods, adjusting ad timing and broadening targeting can help maintain reach without overspending.

The cost per lead (CPL) for vendor-focused Facebook ads comes in at a median of £17.60. This rate of CPL suggests that social media remains a cost-effective way for agents to capture new vendor leads and fill their pipeline with valuation-ready prospects.

According to Rex Reach, Facebook feed ads continue to deliver the best performance for estate agents, with a standout CTR of 12.45%, making them ideal for showcasing listings and brand messaging.

Instagram Stories and Reels also perform strongly, both achieving CTR rates above 10%, highlighting the growing value of short-form, visual content in property marketing.

Mark Hinkins, commercial director at Rex Software, said: “Digital advertising is now essential to any estate agency’s marketing mix. The data proves that with the right strategy, social media advertising can be a cost-effective and consistent lead generator for estate agents.

“Understanding how your campaigns stack up against industry averages gives you a sharper edge when planning your ad spend.”