Why visibility — not just skill — wins instructions

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 invest in better tech. His answer was far 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 technically skilled agent who wins the instruction. It’s the agent who is:

• Most known
  
  
• Most trusted
  
  
• Most visible
  
  

In short: best-known beats best.

And one of the most effective ways to make that happen is by applying the 7-11-4 strategy.

What is the 7-11-4 strategy?

The 7-11-4 strategy is a simple framework used by leading brands and marketers to build trust, familiarity, and top-of-mind awareness.

The principle is this: 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
  
  

Trust and recognition are not built from a single leaflet drop or one Facebook advert. They’re built through regular, consistent visibility over time.

Why it matters for estate agents

Homeowners don’t choose an estate agent after seeing one advert or one Rightmove listing. They choose the agent they already know, like, or trust.

The one who feels familiar before they even make contact.

So if you want to win instructions in January, your brand visibility 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:

• Homeowners’ social feeds
  
  
• Inboxes
  
  
• WhatsApp groups
  
  
• Community conversations
  
  
• On street boards
  
  
• In local partnerships
  
  

That is the power of being best known. You become the default choice locally.

How to put 7-11-4 into practice

Building the 7 hours

You don’t need someone to sit through a seven-hour video. The goal is to consistently show up with short, useful content that adds up over time.

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 build into 1–2 hours of brand exposure for someone who regularly sees your content.

Creating 11 interactions

Think about how many ways a potential seller might come into contact with you before they ever book a valuation. For example:

• 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
  
  
• They see you collaborating with a local café, school, or charity
  
  
• They notice your For Sale or Sold board on their street
  
  

Each one is a touchpoint. Each one builds familiarity, trust, and recognition.

On its own, none of these wins the instruction. Together, they make you the obvious choice.

Showing up on four platforms

People don’t live 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. For example:

• Social media: Instagram, Facebook, TikTok, LinkedIn
  
  
• Video: YouTube, property walkthroughs, Instagram Stories or Reels
  
  
• Direct messaging: Email newsletters, WhatsApp broadcasts, SMS updates
  
  
• Local 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
  
  

The goal isn’t to be everywhere. It’s to be visible enough, often enough, that homeowners feel like they already know you.

Why best-known really does beat best

Many excellent agents lose instructions not because they’re worse — but because they’re quieter.

In a crowded market, familiarity often beats technical superiority. People choose what feels safe. They choose what feels known.

The agent they’ve seen every week.
The name they recognise.
The face they trust.

That’s how local market leaders are made.

Not overnight.
Not by accident.
But by showing up, consistently.

The takeaway

If you want to win more instructions in the months ahead, don’t just focus on being better.

Focus on being better known.

Because when homeowners are ready to sell, they won’t choose the best agent on paper.

They’ll choose the agent they already know.

And in this market, best-known beats best.