A new AI-driven social media marketing platform, HomeFeed, has launched to help estate agents generate and manage their own leads, aiming to reduce dependence on third-party property portals.

The platform converts property listings into automated pre-launch marketing campaigns, enabling agents to promote homes before they appear on major portals.

HomeFeed was developed by James Cocker, Ian Macbeth and Mike Robson, who combined experience in estate agency, digital marketing and lead generation. Macbeth and Robson also co-founded the self-employed brokerage Avocado Property.

The founders say the platform addresses the risk agents face when relying heavily on third-party portals, where changes to algorithms, pricing or rules can affect visibility and lead generation.

“Portals are great at what they do, until they become your main source of leads,” Cocker said. “When that happens, it becomes harder for agents to stand on their own feet. HomeFeed exists to help agents build a lead source they actually own.”

HomeFeed is an automated marketing platform that uses AI to distribute property content across social media channels, helping agents maintain a consistent local presence. By promoting listings before they appear on property portals, the system is intended to generate early interest and support more predictable valuation pipelines.

The founders note that many estate agents now aim to maintain ongoing digital visibility with homeowners through regular content and an online presence, but doing so typically requires time, structure and specialist skills that are not always available in-house.

HomeFeed automates parts of this process, allowing agents to maintain a digital presence without needing to manage content creation manually.

“If you’re happy relying on portals indefinitely, HomeFeed probably isn’t for you,” Macbeth said. “But for agents who want more predictable valuations, stronger local visibility and a modern way of generating demand, this gives them a way to take control of how and where leads are created.”

HomeFeed is initially being made available through a limited beta programme, with priority access and fixed pricing offered to early users. Estate agents can register their interest ahead of the wider rollout via the HomeFeed website.

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