Vendor Attraction Through Content: How to Win More Instructions

Every estate agent wants more instructions. But most go about getting them the same way: cold calling, door knocking, and dropping leaflets. These methods still have their place, but they are time-consuming, unpredictable, and increasingly unwelcome.

Content marketing flips the model. Instead of chasing vendors, you attract them - by creating content so useful that sellers seek you out.

Why Content Works for Vendor Attraction

When someone decides to sell their home, they do not immediately call an agent. First, they research. They search for:

• "How much is my house worth?"
• "Best time to sell a house in 2026"
• "How to prepare my home for sale"
• "Estate agent fees explained"
• "How long does it take to sell a house?"

If your content answers these questions, you are the first agent they encounter - before they have even decided to invite anyone for a valuation.

Content That Attracts Vendors

Property Market Updates

Monthly or quarterly market reports for your local area are incredibly powerful:

• Average sale prices and trends
• Time on market statistics
• Supply and demand dynamics
• Price predictions and analysis

These position you as the local market authority. When a vendor reads your market report and then needs an agent, you are the obvious choice.

Seller Guides

Comprehensive guides for vendors demonstrate your expertise:

• "The Complete Guide to Selling Your Home in [Area]"
• "10 Things to Do Before Putting Your Home on the Market"
• "Understanding the Conveyancing Process"
• "How to Stage Your Home for Maximum Impact"

Case Studies and Success Stories

Nothing builds confidence like proof. With client consent, share detailed case studies:

• The challenge (needed to sell quickly, difficult property, etc.)
• Your strategy (marketing approach, pricing, presentation)
• The result (sold above asking, multiple offers, quick completion)

Video Content

Video is underused by estate agents and highly effective:

• Property market updates to camera
• Area walkthrough videos
• "Just sold" videos explaining the strategy
• Tips for sellers in short-form format (Reels, TikTok)

Distribution Strategy

Creating content is only half the job. You need to get it in front of potential vendors:

• Email newsletter: monthly market update sent to your database
• Social media: share every piece of content across your channels
• Local community groups: share market updates in relevant Facebook groups
• Your website blog: SEO-optimised content that ranks in search
• Leaflets and letters: reference your online content in physical marketing

Measuring Results

Track where your market appraisals come from. When you start hearing "I saw your market report" or "I read your guide online," you know the content strategy is working.

Content-driven vendor attraction is one part of a complete marketing approach. See the full strategy in our complete marketing guide for estate agents.