Print marketing that wins instructions for estate agents
Estate agency is one of the few sectors where a leaflet arrives at exactly the right address at exactly the right moment. The craft is in choosing the streets and making the piece feel like local evidence rather than an advert.
The three pieces that do the work
Most agency print reduces to three formats, each with a different job: prospecting, proof, and presentation.
- Valuation prospecting leaflets - targeted at streets you want instructions on
- Just-listed and just-sold cards - proof of activity to neighbours
- Property particulars - the presentation piece for viewings
Street-level targeting is the whole advantage
Blanket-dropping a town wastes most of the budget. Target the streets and property types you already sell well, and the roads immediately around a recent completion, where the neighbours have just watched a sale happen.
Making just-sold cards credible
Only ever reference properties you genuinely transacted, and keep the claim to what you can evidence. Local homeowners know their street - an overstated claim damages the reputation the card was meant to build.
Specification notes for agency print
Particulars want a heavier stock with strong photographic reproduction, so silk or gloss at 170gsm and up. Prospecting leaflets can be lighter and higher volume. Keep the branding consistent between them or the campaign reads as two different agencies.
Frequently asked
How often should agents drop the same streets?
Regular, modest repetition works better than occasional large drops - it keeps the agency in mind for the moment a homeowner decides to move.
Do landlords respond to the same piece as vendors?
Rarely. Lettings and sales are different decisions, so give each its own leaflet and its own call to action.
Can you print property particulars in short runs?
Yes, digital printing makes per-property short runs practical, including versioned sets for different listings.
Targeting specific streets?
Send us the roads you want and we will map the rounds and quote print plus delivery.