If you supply services or products to estate and letting agents, one thing is clear: the property market doesn’t wait. 2025 has already thrown challenges and opportunities your way, and 2026 is shaping up to be no different. The key to staying ahead is planning now, so you can enter the new year with a clear strategy that drives leads, builds trust, and delivers measurable results.

Here’s your step-by-step guide to creating a marketing plan that works for suppliers in the UK property sector.

 

1. Start with SMART Goals — Clarity Drives Results

Before you invest in campaigns or hire agencies, you need to define what success looks like. SMART goals — Specific, Measurable, Achievable, Relevant, Time-bound — are essential.

For suppliers to estate and letting agents, SMART goals could include for instance:

• Increasing leads from estate agents by 20% in 2026
• Achieving a 15% lift in engagement on the newsletter or blog
• Securing 10 new client accounts by the end of Q2

Why it matters: vague targets like “grow awareness” or “boost sales” don’t give your team direction. SMART goals allow you to track performance and adjust campaigns as the market evolves.

 

2. Analyse the Market and Your Audience

The property industry is dynamic. To market effectively, you need to understand where agents are now and where they’re heading.

• Which services or products are in demand? Consider the specific offerings, features, or solutions within your portfolio that agents are most likely to need and value.
• How are agents making decisions? Most respond to a mix of trusted referrals, online research, and content that demonstrates expertise.
• What are competitors doing? Reviewing competitors’ campaigns helps identify gaps and opportunities.

The better you understand your audience, the more tailored your plan can be — and the higher your ROI will be.

 

3. Choose Your Channel Mix — Be Where Agents Are

Marketing to estate and letting agents in 2026 requires a strategic channel mix. Relying on just one platform won’t cut it. Consider combining:

• Content Marketing: Blogs, guides, and case studies on industry pain points demonstrate expertise and help build trust.
• Email Marketing: Targeted Eshots remain a top performer for suppliers, delivering consistent touchpoints.
• Social Media: Facebook and LinkedIn for professional engagement, Instagram for showcasing services or products visually.
• Paid Media: Sponsored content, banners on relevant industry sites, Facebook ads and Google Ads can boost visibility for key campaigns.
• Events & Webinars: Agents love interactive learning; hosting webinars or roundtables can position you as an industry leader.

Tip: map each channel to a goal. For example, blogs drive awareness and credibility, while newsletters and targeted ads drive leads.

 

4. Plan Your Budget — Investment Must Match Ambition

Your marketing plan is only as good as your budget allows. Start by allocating resources based on your goals and expected ROI:

• Content Creation: Blogs, guides, video, podcasts — plan monthly production schedules.
• Distribution & Promotion: Paid social, banners, email platforms, SEO tools.
• Events & Sponsorships: Consider the cost of attending or hosting industry events, online webinars, and trade shows.
• Analytics & Reporting: Tools to track engagement, leads, and conversions are crucial to prove value.

A practical approach is to prioritise channels that have performed best historically while reserving a portion for testing new opportunities — for example, AI-driven content or emerging social platforms agents are using.

 

5. Map a 12-Month Content Calendar

Consistency is key. Agents respond best to brands that are visible, relevant, and helpful. Plan content around:

• Industry Cycles: Key property dates, landlord and tenant deadlines, or seasonal campaigns.
• Product/Service Highlights: Timely promotions or launches.
• Educational Content: Guides, tips, and how-tos that help agents solve problems.

A 12-month content calendar ensures your marketing is proactive, not reactive. Include clear KPIs for each piece of content to measure effectiveness.

 

6. Integrate Measurement and Reporting

No plan is complete without a measurement framework. Track:

• Lead generation by source
• Engagement rates (emails, social, content)
• Conversion rates (quotes, demos, orders)
• ROI by channel

Regular reporting — ideally monthly or quarterly — allows you to pivot quickly if a tactic isn’t delivering. In 2026, agility will separate suppliers who just spend money from those who drive tangible business growth.

 

7. Prepare for Flexibility — The Market Changes Fast

The property market is unpredictable. Legislation changes, economic pressures, and shifting agent priorities mean your plan needs to be adaptable. Build in:

• Review points each quarter
• Contingency budgets for urgent campaigns
• Scenario planning for sudden market shifts

Suppliers who can respond quickly without losing brand visibility will outperform competitors who stick rigidly to a plan.

 

2026 is shaping up to be a competitive year for suppliers to agents. A strong marketing plan is not just about spending money — it’s about clarity, consistency, measurement, and flexibility.

By setting SMART goals, understanding your audience, choosing the right channels, budgeting effectively, mapping a content calendar, measuring results, and preparing for the unexpected, you can enter the year confident, visible, and ready to grow.

 

Need help turning your 2026 plan into action?

Angels Media specialises in helping suppliers reach agents across the UK property market. From content marketing and email campaigns to sponsored features and banners, we can help you craft a strategy that delivers measurable results — no matter what 2026 brings.

Contact Lee Dahill today:
📧 lee@angelsmedia.co.uk
📞 020 8831 7155