01
Know what an instruction is worth
Work out your average fee per instruction and how many you need each year. Every marketing decision gets easier once you know what a new instruction is worth to you.
Free tools for estate and letting agents
Marketing for estate agents, measured properly.
Free quizzes, calculators and guides that help estate and letting agents decide where their marketing time and money should go. A new resource every month, every figure sourced and dated, built and maintained by House of Marque.
Before you spend a pound
Six decisions that shape your marketing
Most agency marketing problems are decision problems. Get these six right and the channel choices mostly take care of themselves.
02
Market what sellers actually choose on
In Rightmove's 2025 seller survey, 64% rated responsiveness and good communication as essential. Only 9% said the same about the lowest fee [1]. Lead with proof of service, not price.
03
Look after the people who already know you
Zoopla found 30% of sellers chose an agent they had used before, and 14% chose one recommended by family or friends [2]. Past clients are your cheapest source of instructions.
04
Treat your reputation as marketing
72% of sellers rated good online reviews as essential or very important when choosing an agent [1]. Sellers read about you before they ever speak to you.
05
Plan around the calendar
Visits to Rightmove rose 93% from Christmas Day to Boxing Day 2025, and new listings rose 143% in the five days after Christmas [3]. The year starts before you are back in the office.
06
Build compliance into every advert
The Digital Markets, Competition and Consumers Act has governed material information since 6 April 2025 [4]. From 1 May 2026, lettings adverts must state a specific rent, with penalties of up to £7,000 for a first breach [5].
The seventh decision
Who should do the work?
There are three realistic options. Each is right for some agencies and wrong for others.
An in-house hire
Right when you need someone in the office every day and can carry the full cost of employment. An average UK marketing manager costs around £49,000 a year once employer National Insurance and pension are added [6][7][8].
A marketing agency
Right when you have a clear brief and need specialist output. Check who does the work, how much of their client base is in property, and whether they also work for your competitors.
A marketing partner
Right when you need senior strategy and hands-on delivery that flexes as you grow. House of Marque works this way, and says so plainly, including when it is the wrong choice.
The library
Second cohort from 6 November 2026
Live: October 2026
November 2026
December 2026
January 2027
February 2027
March 2027
April 2027
May 2027
June 2027
July 2027
August 2027
September 2027
A new resource every month
Here is what is live now and what is coming over the next twelve months.
The Marketing Degree for Estate Agents
A free 16-week programme translating the marketing theory behind the biggest brands into actions for agents. Registration is open.
Reserve your placeThe estate agency marketing quiz
Twenty questions on what sellers want, market timing, how people search and the rules that shape your adverts.
Open the quizMarketing budget calculator
How much to spend on marketing as a share of fee income, and where it should go.
Coming soonSeasonal instruction planner
Plan your valuation marketing around the moments sellers make decisions, starting with Boxing Day.
Coming soonCost per instruction calculator
What each new instruction really costs you to win, source by source.
Coming soonValuation to instruction calculator
Find where valuations are being lost, and what one extra win a month is worth.
Coming soonLandlord lifetime value calculator
What a managed landlord is worth over the years, and what that justifies spending to win one.
Coming soonIn-house, agency or partner cost calculator
Compare the full cost of each option for your own agency.
Coming soonReview benchmark
How your reviews compare with what sellers expect before they pick up the phone.
Coming soonMaterial information readiness checklist
Check your listings, brochures and adverts against the rules.
Coming soonAI search visibility self-check
Find out whether AI tools recommend your agency when someone asks who to call.
Coming soonLocal brand awareness calculator
Put a value on boards, print and local presence.
Coming soonYear-ahead marketing plan builder
Turn everything in the library into a twelve-month plan.
Coming soonBuilt by House of Marque, and upfront about it
This site is built and maintained by House of Marque, a marketing partner for ambitious property businesses. The tools are free and you do not need to work with us to use them.
Where we compare ourselves with other options, we say where we are not the right fit. Every statistic is sourced and dated so you can check it yourself.
FAQ
Questions about this site
Who runs Marketing for Estate Agents?
House of Marque Limited, a marketing partner for ambitious property businesses, founded by Adam Graver and Lucy Collinge. It says so on every page, because a site that compares your options should be upfront about who built it.
Are the tools free?
Yes. Every tool on this site is free to use. The quiz asks for your details before it shows your score.
How often are new tools added?
A new resource is published every month. The library on this page shows what is coming and when.
Where do the statistics come from?
Every statistic comes from a named, dated source such as Rightmove, Zoopla or GOV.UK, and is listed in the sources block on the page where it appears.
Do I have to work with House of Marque to use them?
No. Use the tools, keep what is useful and ignore the rest. If you want to talk your results through, you can book a free discovery call.
Is this only for sales, or lettings too?
Both. The resources are built for estate and letting agents, and cover sales and lettings.
Talk it through
Want a straight answer on your own marketing?
Book a free 30-minute discovery call with House of Marque. One of the two founders will look at what you are doing now and tell you what they would change first.
No spam. No automated phone system. Just us.
Sources
- Rightmove, Power your pipeline: what matters most to landlords and sellers, June 2025, seller survey of 1,067 respondents, March 2025.
- Zoopla, What really matters when choosing an estate agent in 2025, 14 August 2025.
- Rightmove, Busiest ever Boxing Day on Rightmove as home-hunters prepare for 2026 move, 7 January 2026.
- Propertymark, Material Information guidance withdrawn as the Digital Markets, Competition and Consumers Act takes over, 9 May 2025.
- South West Landlords Association, Renters' Rights Act: rental bidding, 1 May 2026.
- Indeed, Marketing manager salary in United Kingdom, 4,200 salaries reported, updated 2 August 2026.
- GOV.UK, HM Revenue and Customs, Rates and thresholds for employers 2026 to 2027, updated 1 September 2026.
- GOV.UK, Workplace pensions: what you, your employer and the government pay, minimum rates in force since April 2019, accessed 23 September 2026.