Pelham Estates are an independent estate agency with four branches between Brighton and Worthing, competing against national chains with far bigger budgets. Their social was a feed of listing photos that looked like every other agent’s. We built a content programme around the neighbourhoods they sell in, trained the branch teams to appear on camera, and ran valuation-lead campaigns that gave each office a measurable pipeline from social.
Valuation requests from social
+176%
Property video views
1.9M in a year
Cost per valuation lead
£18.60
Followers across channels
31.5K
The partners wanted two things: to be known as the local experts, and to win more valuation appointments, since that’s where every instruction begins. They were clear that they didn’t want to look like a chain, and they were honest that their negotiators were nervous about video. The brief asked for a programme the branches could sustain between shoots.
Maya and Harriet built a series of neighbourhood guides, one street or village at a time, fronted by the negotiator who knows it best. We ran two half-day training sessions to get the teams comfortable talking to a phone, and gave each branch a simple monthly content kit. Alongside the organic work, Elin set up valuation campaigns on Meta targeting homeowners in the catchment, with a landing page per branch.
The neighbourhood guides became the agency’s signature. Property video views passed 1.9 million in the first year and the branch teams now film without us. Valuation requests from social rose by 176 per cent, at a cost per lead well below what the portals charge, and two of the four branches reported their best instruction quarter in a decade. The programme continues on a retainer.
Our negotiators went from dreading the camera to arguing over who gets to film the next guide. More importantly, we’re winning valuations from people who found us on Instagram, which never used to happen.
- Richard Pelham, Senior Partner, Pelham Estates
Independent agency up against the big chains? Local knowledge is your edge and social is where you show it off. Let’s talk at hello@lido.example.
