One of the frustrations I hear from agents all the time is this: “We know our marketing is better, but how do we get local homeowners to actually see it?”

It’s a fair point. You don’t want to come across as desperate, and you definitely don’t want to be the agent who spends their time putting others down. But if you’re producing stronger marketing: professional video tours, high-quality photography, content that stands out, then homeowners need to experience that difference first-hand.

Here’s a simple way to make that happen.

When you launch a property, don’t just think about the buyers who will find it online. Think about the local homeowners who are currently on the market and could be a natural fit for it. Maybe they’re in a smaller home and might want to upsize, or maybe they’re looking to downsize but stay in the same community.

Now, instead of hoping they spot it on Rightmove, you actively put it in front of them. Send a short, personal letter highlighting the property, and make it easy for them to explore it. For example, include a QR code that takes them straight to your video tour and gives them the option to book a viewing.

On the surface, this looks like great service. You’re helping people see opportunities that might be relevant to them. But here’s the bigger picture: you’re also showcasing your marketing in a big way.

Most agents still don’t bother with proper video tours, and when they do, they’re often an afterthought. So when a homeowner scans that code and sees a slick, well-produced tour with their soon-to-be favourite estate agent front and centre, they’re not just looking at a house. They’re seeing how you market homes. And if they’re currently on the market with another agent, the comparison becomes really clear, really quickly.

I encourage agents to build this into their process, and the results are consistently strong. It generates viewings, it demonstrates professionalism, and it sparks conversations with homeowners who start to question whether their own property is getting the same level of effort.

The best part is, you don’t have to say a word about being better than the competition. You don’t need to mention fees or features. You just let people see the difference with their own eyes. And once they do, you’re no longer just another option, you’re their next obvious choice.

AI now a crucial part of estate agency marketing mix – Nurtur