How to Use Leaflet Distribution to Win More Property Listings as an Estate Agent

Leaflet distribution might seem old-fashioned, but it remains one of the most reliable ways to generate leads as an estate agent. That being said, most leaflets end up in the bin within seconds. So, how do you make sure yours stands out and actually leads to instructions? It all comes down to the numbers, the message, and the evolution of your marketing over time.

Let’s start with the basics. Leaflet distribution is a volume game. You can expect to generate around one market appraisal for every 1,000 leaflets you deliver. If you’re delivering them yourself, you’re looking at about 100 per hour, meaning a full 10-hour effort for a single valuation. This may seem laborious, but it’s a tangible way to get your name out there, especially when you’re just starting out. The key is consistency—doing it once won’t move the needle, but a sustained effort will build awareness and trust in your local area.

Now, what should your leaflet actually say? The mistake most estate agents make is trying to cram too much information onto a small piece of paper. People don’t read paragraphs of text; they scan for key points. Your leaflet needs to be visually engaging, straight to the point, and clearly communicate who you are and what you want. If you’re the face of the business, put your face on the leaflet. People connect with people, not just logos. Keep your message simple: I’m an estate agent, I need properties, call me on this number. That’s it.

Your leaflet campaign isn’t static; it should evolve as your business grows. When you first start out, your message is all about launching your business in the local area. If you’re a local yourself, use that as a selling point. Once you secure your first instruction, update your leaflet. Instead of saying we need houses to sell, shift to we have houses to sell. This small tweak reassures potential sellers that you’re already active in their neighbourhood and not just another agent fishing for business.

The ultimate goal is to never have to go back to that initial “we need properties” message. As you gain traction, your leaflets should shift to highlight success. We’ve just sold your neighbour’s home is far more powerful than we want to sell your home. Accompany this message with a photo of a recently sold property in the area, reinforcing your track record. This builds confidence among homeowners and makes them more likely to trust you with their sale.

Leaflet distribution is an effort-intensive but effective strategy when done right. It’s about persistence, refining your message over time, and consistently updating your marketing to reflect your growing success. While many agents dismiss leaflets as outdated, those who execute them strategically continue to generate valuations and instructions from them. If you’re looking to ramp up your listings, don’t overlook this classic marketing method—it still works.

For more insights into growing your estate agency and increasing your market share, explore expert advice from The Estate Agent Consultancy.