A new survey claims social media ads are not just working but outperforming expectations for UK lettings and estate agents.
Drawing from £449,794 in ad spend across 186 property campaigns, the data shows that Facebook and Instagram remain critical tools for agents looking to drive leads, boost visibility, and win more instructions.
The data shows that the average click-through rate (CTR) for property ads is 7.4%, with top-performing campaigns achieving up to 12.12% among the 55–64 age group – a demographic often motivated by downsizing or retirement. Notably, female audiences outperform males, with CTRs of 11.39% vs 8.99%, indicating that targeted messaging that speaks to this audience can drive stronger results.
In terms of cost efficiency, the average cost per click (CPC) is just £0.06 on Facebook.
Mark Hinkins, commercial director at Rex Software, says: “Digital advertising is now essential to any estate agency’s marketing mix. The data proves that with the right strategy, social media advertising can be a cost-effective and consistent lead generator for estate agents. Understanding how your campaigns stack up against industry averages gives you a sharper edge when planning your ad spend.”
And Steph Rady, head of social at The ValPal Network, adds: “Social media advertising continues to prove itself as one of the most cost-effective ways for agents to generate high-quality leads.
“At The ValPal Network, we’ve seen first-hand how platforms like Facebook can deliver tangible results – vendor, landlord and buyer leads at a fraction of the cost of more traditional channels. The precision targeting available means agents can reach the right audiences quickly and efficiently, making social a vital part of any modern marketing strategy.
“In fact, our own data shows that one in five Facebook vendor leads go on to instruct an agent, which speaks volumes about the quality and intent of these prospects.”
