We’ve been around property people for more years than we care to admit, and in our humble opinion, the industry isn’t short of talent. Estate agents, letting agents, suppliers, consultants, this industry is bursting with expertise. But here’s the problem: if nobody knows about you, if your voice never gets heard, you stay invisible.
And invisible businesses don’t win instructions. They don’t win supplier contracts. They don’t build long-term market share.
The ones that win are not always the smartest, cheapest, or even the most experienced. They’re the ones who are seen, remembered, and trusted. That’s what influence really is and the fastest way to build it right now is through social media.
Why visibility matters
People don’t buy from strangers. They buy from names they know, faces they recognise, and voices they trust. If you’re not consistently showing up in front of your audience, you can guarantee someone else is.
In today’s world, where buyers, landlords, investors, and decision-makers all live online, being visible isn’t optional. It’s survival.
Social media gives you a free stage to get in front of the right people every single day. Not to shout. Not to push the hard sell. But to be present. To build recognition. To remind your audience you exist. That’s how “just another supplier” becomes “the obvious choice.”
The journey from invisible to influential
So how do you actually go from being unheard to being the voice people pay attention to?
- Show the real you. People don’t connect with faceless logos. They connect with humans. Put your people front and centre, your team, your culture, your personality. Influence is built on showing up as yourself.
- Be consistent. This is the biggie. Anyone can post once in a blue moon. The real winners show up relentlessly. Week after week, month after month. That’s how you stay top of mind when the moment comes to choose.
- Add value. Influence isn’t built by shouting louder. It’s built by helping more. Share insights, advice, behind-the-scenes stories, even, arguable especially, the tough lessons you’ve learned. If your audience gets something useful every time they see you, they’ll keep coming back.
- Build familiarity. Familiarity is what turns awareness into trust. And trust is what makes people pick up the phone, click the link, or sign the contract.
Influence = easier conversions
Here’s the secret: influence doesn’t just get you attention. It gets you better conversations.
By the time someone reaches out to you, they already feel like they know you. They’ve seen you talking about the market. They’ve seen you share wins and insights. They’ve seen your personality.
That means when you finally sit down in front of them, you’re not starting from zero. You’re not wasting half the meeting proving you’re credible. They already believe that. You get to focus on what really matters, their needs and how you can help.
Imagine two agents pitching for the same instruction. One has been showing up on video every single week, building trust for months. The other hasn’t. Who do you think gets the instruction?
And it’s not just agents. Suppliers, consultants, PropTech businesses, the same rule applies. If your audience has already seen your face, heard your voice, and connected with your ideas, you’re always going to have the edge.
Final word
Influence isn’t about being the loudest or chasing viral fame. You don’t need thousands of followers. What you need is to show up consistently, create content with intent, and let people see the real you.
That’s how you move from invisible to influential. And once you’re influential, growth follows, more leads, more instructions, more contracts, more opportunities.
Show up. Stand out. Become the go-to in your space.