Best-Known Beats Best
At the recent EA Masters, we asked industry expert Simon Gates one simple question: “What’s the one thing estate agents should focus on before the year is out?”
He didn’t say win more valuations, cut fees, or get better tech. His answer was much more straightforward and far more powerful: make sure more people know who you are.
Because in today’s market, it’s not always the most experienced or most skilled agent who wins the instruction. It’s the one who is most known, most trusted, and most visible.
Best known beats best.
And one of the most effective ways to make that happen is by leveraging the 7-11-4 strategy.
What is the 7-11-4 Strategy?
It’s a simple framework used by top marketers and brands to build trust and familiarity. It is based on the principle that before someone decides to work with you, they will typically have had:
- 7 hours of consuming your content or engaging with your brand
- 11 interactions or touchpoints with you
- Across at least 4 different platforms or channels
This is how trust and recognition are built, not from one leaflet through the door or one Facebook ad, but through regular, consistent visibility.
Why It Matters for Estate Agents
Homeowners don’t choose an estate agent after seeing a single advert or Rightmove listing. They choose the agent they already know, like, or trust. The one they feel familiar with before they even make contact.
So if you want to win instructions in January, your brand visibility and relationship-building cannot start in January. It needs to start now.
The agents who dominate their area rarely do so by accident. They don’t just appear when someone is ready to sell; they’re already in the homeowner’s feeds, inboxes, social media, street boards, WhatsApp chats, and community groups.
That is the power of being best known. You become the de facto choice locally.
Some ideas on how to Put 7-11-4 into Practice
Building the 7 Hours
You don’t need someone to sit through a seven-hour video. You just need to consistently show up with short, helpful content. Over time, it builds into hours of familiarity. For example:
- A 2-minute weekly market update video
- A 5-minute “What’s Selling Locally” video
- Three 60-second Instagram Reels or TikToks each week
- A 10-minute seller advice video or blog post
- A 5-minute weekly email newsletter
Over a month, that can easily add up to 1–2 hours of brand exposure for someone following your content.
Creating 11 Interactions
Below are some examples of interactions a potential seller might have with you. Have a think about your customer journeys and the opportunities you have locally to create an interaction.
- They see your “Just Sold on Your Street” video on Facebook
- They receive your local property market update email
- They follow your Instagram account
- They respond to your Instagram story poll
- They read your Google reviews when searching your name
- They get a WhatsApp update after a viewing
- They watch your TikTok about “3 things that put buyers off”
- They receive a thank-you message after a valuation
- They attend your seller webinar or coffee morning event
- They see your business collaborate with a local café, school, or charity
- They notice your For Sale or Sold board on their street
Each one is a touchpoint that builds familiarity, trust and hopefully a new listing.
Showing Up on Four Platforms
People don’t stay on one platform. To build trust properly, your name needs to appear in more than one place. Choose at least four platforms and show up consistently. Some examples include:
- Social media – Instagram, Facebook, TikTok, LinkedIn
- Video – YouTube, property walkthroughs, Instagram Stories or Reels
- Direct messaging – Email newsletters, WhatsApp broadcasts, SMS updates
- Local or community presence – Events, school sponsorships, webinars, business partnerships
- Your own channels – Your website or blog
- Portals and search – Google My Business, Rightmove video tours, YouTube search
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