How a Property Marketing Funnel Plan Supercharges Your Sales Pipeline
You’re no stranger to the hustle—nurturing leads, keeping the pipeline full, and always closing. It’s how you’ve built your success. But while you’ve got the traditional sales pipeline nailed, today’s property market demands more than just gut instinct and hard work. To truly amplify your results and dominate your area, you need a digital property marketing strategy that works alongside your tried-and-true methods. And that’s where a marketing funnel comes in.
Think of the property marketing funnel like a well-oiled machine that keeps your pipeline constantly fed, priming potential clients and guiding them through every stage of their journey—long before they’re ready to list. The beauty of a funnel plan is that it mirrors the sales process you already know. From the first sign of interest to the moment the deal is sealed, it’s all about nurturing relationships and keeping your agency top of mind. The only difference is, in the digital world, this happens on autopilot—targeting prospects with the right message at the right time, without you having to lift a finger.
This guide will show you how a funnel plan complements your current sales efforts, using digital property marketing to build awareness, drive engagement, and close more deals. Let’s break it down, stage by stage, and show you how to work smarter, not harder, when it comes to property marketing.
What Is a Property Marketing Funnel?
A property marketing funnel works like your sales pipeline but focuses on guiding potential sellers from their initial interest to the point where they’re ready to engage with you as their agent. This funnel isn’t a new concept—it’s just a structured way of thinking about the journey your clients are already taking, but with more precision. You know that not every homeowner you speak to is ready to sell right now, but with a consistent strategy, you can keep them on your radar until the time is right. The funnel does just that but leverages digital marketing to ensure you’re reaching the right people at the right moments.
The funnel is typically broken down into three stages:
1. Awareness (Top of Funnel): This is where prospects first become aware of your agency. The goal here is to capture their attention and start building brand recognition.
2. Consideration (Middle of Funnel): Now that they know who you are, prospects are starting to consider their options. Your goal here is to educate them, build trust, and keep your agency at the forefront of their mind.
3. Decision (Bottom of Funnel): This is where prospects are ready to make a move and are choosing an agent to list their property. This is the final push, where your hard work pays off and leads become clients.
Much like filling and nurturing your sales pipeline, the property marketing funnel ensures that potential clients are consistently moving closer to that all-important decision to list with you.
Top of the Funnel: Building Awareness for Future Leads
At the top of the funnel, you’re dealing with homeowners who aren’t ready to sell yet. Maybe they’re just casually thinking about it, or perhaps they don’t even realise that selling is on their horizon. This is where you start laying the groundwork—planting the seed that your agency is the one to turn to when the time comes.
Target Audience
You’re casting a wide net here. These prospects aren’t actively searching for an estate agent, so your targeting needs to be broad but strategic. Focus on local homeowners in the areas you specialise in, and use platforms like Facebook, Instagram, and the Google Display Network to get in front of them.
Channels and Budget
This stage is about consistency. You want your ads to show up frequently enough that when homeowners do start thinking about selling, your agency is the first one they think of. A modest budget of around £150 per month can be effective for keeping your name in front of potential clients, as long as you maintain this visibility over time.
Ad Content
The key here is to build brand recognition. Think of this as a gentle introduction—showcasing your agency without pushing for immediate action. Run campaigns that promote your expertise in the local market, share useful tips about property values, or even highlight your community involvement. It could be as simple as a Facebook ad showing a recent market update, or an Instagram story promoting a local property competition. The goal is to ensure that your agency becomes a familiar name in the community.
Middle of the Funnel: Engaging and Educating Prospects
The middle of the funnel is where things start to get interesting. Homeowners who have entered this stage are actively considering selling their property, but they aren’t ready to choose an agent just yet. This is your opportunity to engage them with valuable information and establish yourself as the expert they can trust.
Target Audience
Your audience at this stage is more focused—they’ve engaged with your content before, perhaps by clicking on one of your ads or visiting your website. Retargeting is key here. You want to stay in front of these prospects, continuing to provide value without pushing too hard for the sale.
Channels and Budget
Continue using platforms like Facebook and Instagram, but with a more targeted approach. Retargeting ads can help you reach homeowners who have shown interest in your agency or content. Email marketing can also be effective, particularly if you’ve captured leads through your website. Since these prospects are closer to making a decision, consider increasing your budget to around £400 per month to ensure you’re reaching them consistently.
Ad Content
This stage is all about adding value and positioning yourself as the go-to expert. Run ads that direct prospects to helpful blog posts, market updates, or free resources like home valuation tools. For example, you might run an ad offering a free market report or a video explaining the steps involved in selling a home. The content should demonstrate your expertise while keeping your agency top of mind as prospects move closer to making a decision.
Bottom of the Funnel: Converting Leads into Clients
At the bottom of the funnel, your prospects are ready to act. They’ve done their research, they’re ready to sell, and now they just need to choose the right agent. This is where your focus shifts to converting these warm leads into clients by showing them exactly why they should choose you over the competition.
Target Audience
By this point, you’re targeting homeowners who are actively looking for an agent to list their property. This is where you narrow your focus, using tools like Rex Reach’s smart categories to identify high-intent prospects based on their online behaviour.
Channels and Budget
Your budget should be at its highest here, as you’re focusing on converting real leads. Use a combination of Facebook, Instagram, and Google Search ads to reach these prospects with targeted messaging that encourages them to take action. Consider a budget of £600 or more to drive maximum results.
Ad Content
Your messaging here needs to be direct and compelling. Focus on your unique selling points—whether it’s your proven track record, your deep local knowledge, or your exceptional customer service. Testimonials, case studies, and client success stories are powerful tools at this stage. You could run ads showcasing homes you’ve recently sold, or direct prospects to a landing page with client reviews and testimonials. The goal is to make it clear why you’re the best choice to list their property and provide them with a strong call to action to get in touch.
The Power of Combining Digital Property Marketing with Your Sales Pipeline
You already know how to keep a sales pipeline flowing, and the property marketing funnel works hand-in-hand with that. By leveraging digital tools like Rex Reach, you can ensure that your name stays top of mind for prospects at every stage of their property journey—guiding them from initial awareness through to the final decision to list their home with you.
A well-executed funnel plan doesn’t just keep your pipeline full—it amplifies your efforts, allowing you to work smarter, not harder. So, whether you’re running your latest branding campaign or focusing on converting hot leads, a smart funnel approach ensures you’re always ahead of the competition, ready to close the next deal.
At Rex Software, we help estate agents in the UK streamline their property marketing and maximise results. With Rex Reach, you can run targeted campaigns that keep your pipeline flowing, from the first touchpoint to the final close. Ready to elevate your property marketing game? Request a demo today and see how we can help you grow.
