Why Estate Agency Marketing Feels Broken, A Conversation with Rebecca Nixon

In this episode of The Viking Chats, host Kristjan Byfield is joined by Rebecca Nixon to explore why marketing in estate agency so often misses the mark.

Rebecca has spent years working with PropTech startups and property businesses, helping them move away from reactive, scattergun marketing and towards clearer strategy, storytelling and measurable results.

The discussion starts with a simple question, what actually is marketing? From there, it becomes a wide ranging conversation about why agents default to copying each other, why portals are often mistaken for marketing, and why customer stories matter far more than slogans, awards or generic claims.

They also explore how the lettings sector is slowly shifting towards a more professional, business led model, driven by legislation, risk and portfolio landlords. Rebecca explains why this does not mean abandoning emotional messaging, but instead learning how to combine technical expertise with human storytelling.

Key themes include:

• Why understanding customers must come before choosing channels

• How agents struggle to explain where their real value sits

• Why compliance and process should be embraced, not hidden

• The danger of guessing instead of planning

• How fractional marketing support can work for smaller agencies

It is a practical, honest conversation that will resonate with agency owners who feel their marketing could be better, but are unsure how to move forward.

👉 Watch the full episode on YouTube to hear the complete discussion.