The rules around cold calling may be changing, but one thing hasn't: property practitioners still need to find sellers and secure mandates. The question is simply how they get there. A Prop Data poll found that the real estate community is increasingly turning to social media marketing (19.5%), property portals (13.9%), and repeat or past clients (13.6%) to uncover new listing opportunities. Here’s why these three channels are proving popular and what makes each one a valuable prospecting tool.
1. Social media marketing
Social media platforms are a useful alternative because they allow practitioners to put their listings, expertise, and local knowledge in front of potential sellers without relying on unsolicited calls.
This inbound strategy can reduce reliance on cold calling by connecting practitioners with potential sellers who are already engaging with their content. “It’s almost an automatic opt-in for people who follow either your business page or personal page, so it is more of a softer landing, so to speak,” says Donovan Melville, Principal of Badger Properties. However, practitioners should take care not to assume that a social media follow automatically satisfies every consent or direct-marketing requirement.
Here’s how to make the most of social media marketing:
- Share useful local insights: Give homeowners practical information about the market, neighbourhoods, property values, and the selling process.
- Be authentic: “Be real and forget about focusing only on yourself. Above all, provide value with every post,” says Benhard Wiese, Principal of CCH Properties.
- Put an expert in charge: Social media “must be managed properly by a designated person or third party for integrity and useful content, not just another advertising channel,” says Melville.
- Encourage conversations: Use posts and stories to spark questions and discussions that can naturally lead to potential seller enquiries.
- Post consistently: Keep your business or personal profile active and relevant, so potential sellers continue to see you when they start thinking about moving.
2. Property portals
Coming in second, property portals give practitioners a way to reach potential sellers at the exact moment of high intent. With homeowners already browsing listings, researching prices, and keeping an eye on local activity, practitioners can showcase their brand and expertise to people who already have an interest in property. Because the seller initiates the interaction by enquiring through your active listing or portal profile, these leads are generally warmer and more receptive to a follow-up conversation.
Here’s how to make the most of property portals:
- Keep listings polished: “Always make sure the quality of listings, photos, and descriptions is managed by admin and only made live when satisfactory,” says Melville.
- Provide complete details: Ensure key features, pricing, and floor plans are fully populated to maximise search visibility and attract serious enquiries.
- Respond quickly: “Reply within 20 minutes. Communicate, communicate, communicate!” says Wiese.
- Boost your exposure: Use syndication to publish a listing across multiple portals from one place.
- Spot seller opportunities: Analyse portal activity and market trends to identify areas or property types where you could focus your prospecting efforts.
3. Repeat or past clients
Coming in third, repeat and past clients can provide a valuable source of opportunities because practitioners already have an established relationship with them.
Staying in touch with previous clients can help practitioners identify future property needs, stay top of mind, and generate referrals, although normal direct-marketing and opt-out requirements still need to be considered. By continuing to nurture existing relationships through personal check-ins, annual property updates, and useful market information, practitioners can build a self-sustaining pipeline without relying solely on cold outreach.
Here’s how to make the most of repeat or past clients:
- Be the trusted expert: “Be their go-to and trusted consultant for all things property! If you are focusing on commission only, they will trust someone else,” says Wiese.
- Ask for referrals: Turn strong client relationships into introductions to potential sellers.
- Share market insights: Give past clients useful information about how changing prices, demand, or interest rates could affect their property.
- Create a client network: Build a database of past buyers, sellers, landlords, and tenants that you can nurture over time.
- Actively look for repeat business: A previous buyer or seller may become a future mandate as their property needs change.