New data has been released revealing a significant trend in property marketing that estate agent agents are being encouraged to take note of.

According to Rex Software findings, more than half of buyers who respond to property ads on social media platforms, some 53%, do not already have their own property listed on the market.

This key insight highlights the evolving nature of property transactions and the growing influence of social media in the home-buying process, according to the provider of estate agency technology solutions.

Rex’s data points to a shift in buyer profiles, showing that social media ads are not only capturing the attention of active buyers but are also engaging individuals who may become sellers in the near future. This opens up new opportunities for agents to connect with prospective buyers at earlier stages of the purchasing process.

Rex Software, which provides CRM, digital advertising suite and website solution, has over 10,000 users across the UK, Australia, and New Zealand. The business is emphasising what it sees as the ‘critical importance’ of running social media ads for property listings to enhance visibility, reach new buyers, and improve overall sales performance.

Mark Hinkins, commercial director at Rex Software, said: “As the industry continues to embrace digital transformation, agents and property developers face greater competition in reaching potential clients.

“Understanding how social media ads influence potential buyers and realising that many of these individuals are not yet sellers, presents an exciting opportunity for estate agency professionals.

“Agents can now focus on nurturing these leads through customised marketing strategies that engage potential sellers as well as buyers. By leveraging social media to educate, inform, and engage, agents can build long-term relationships with individuals who are in the early phases of considering a move.”