Boss Digital provides a range of bespoke services for ambitious estate agents who wish to transform their marketing.

When you engage with Boss, it’s like having your own internal team of brand experts, copy writers, designers, developers, search marketing experts, social media specialists and data analysts, only with no overheads and a fraction the wage bill. We take complete ownership of your digital marketing and will work on-site where required.

Rather than spending years identifying all the specialist skills required, you can hire Boss Digital immediately, and if it doesn’t work out then you can draw it to a close without any fuss.

Above all, we understand that the impact everything we do needs to be measured in pounds and pence. This is about results.

Your first step must be to ensure you have sufficient insight into your market. That may be on a local level or national level, but you need to ensure you have a deep understanding of your audience, your competition and any broader social, economic and technological factors shaping your market over the coming years.

The implications of this research can be at a strategic level, in terms of where you position your brand, to a far more granular level, such as understanding how competitor websites are generating their traffic so that you can replicate those tactics.


One of the first things any marketer notices about the estate agent sector is how few companies possess clearly defined brands with strong and compelling messaging geared towards a particular audience. No doubt this is in part because they don’t wish to alienate anyone, but the result is invariably something bland and generic that fails to cut through the noise.

In order to build your brand identity in a way that actually defines and distinguishes you from the sea of competition, you need to ensure you have clearly documented each of the following brand components:

  • Brand purpose – based on your market research and your understanding of your business, what is it that you intend to do differently? What is it about the estate agent industry that you believe is flawed and that you will do differently?
  • Organisational values – as with any service industry, your ability to understand the values that define your best people and embed those values within all of your day to day operations, will have profound implications on the customer experience and their perception of your brand. This is particularly true within the estate agency sector where so many companies have traditionally very poor reputations.
  • Brand personality – buying and selling property is an emotionally charged time for people, so if you’re brand is to be able to communicated on an emotional level it’s essential you have a clear sense of the brand’s personality. Otherwise you will be left to communicate purely on price and other rational factors which can be difficult to achieve a competitive advantage with.

A common issue with many estate agency websites is that they built on websites that dynamically generate URL’s, which means that they have the number or range of landing pages for the search engines that they should have. This is true of both national estate agents and also local ones.

For example, if someone searches for “Property location” then you need a page that contains unique property information pertaining to that particular location. Not only will this page offer a better, more relevant user experience and therefore higher conversion rates (people submitting enquiries about the various properties) but it will also be far more likely to rank in the search engines than a generic home page or service page.

Social media should also play a range of roles for estate agents. The brand benefits of social are well known and recognised throughout the industry but what we are now increasingly seeing is certain large estate agents turning social media, particularly Facebook, into a means of generating targeted leads. They are able to do this as they understand exactly what the lifetime customer profit value is to them so they are able to scale up this lead generation whilst containing the costs to a viable figure.

So there are just a few ways that an estate agent can use digital to grow their brand and scale up their customer acquisition. Of course there are many more, but the single most important aspect of all of this is that companies are clear on what they stand for and where they are positioning themselves in the market.

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