In an era where many agents rely heavily on property portals, one Swindon-based marketing agency is challenging the industry to rethink its strategy.
Jazzbones Creative is urging estate agents to consider what would happen if major platforms such as Rightmove and Zoopla suddenly vanished.
Would their business still generate instructions — or would it stall?
Nathan Sandhu, founder of Jazzbones, believes too many agencies have become overly dependent on portals while neglecting what should be their most powerful marketing tool: their own website.
“Many estate agents’ websites are little more than catalogues of properties for sale,” he said. “But they should be viewed as a real asset which, if done well, becomes an intrinsic part of an agent’s growth strategy.
“People looking to sell property want an agent they trust, who has credibility and proven results. They’re no longer just browsing Google results to pick their nearest agent. They’re asking direct questions, comparing expertise and increasingly trusting AI to guide early decisions about who they want to entrust with selling their most valuable asset — their home.”
Search has changed
Jazzbones argues that search in 2026 is no longer a single-channel problem and that simply ranking well on Google is not the same as earning trust.
The agency says estate agents should remember:
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Ranking well is not the same as being trusted
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Traffic is not the same as influence
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Digital foundations are not optional
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Websites are where sellers validate you
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Websites are where future staff decide whether you are worth joining
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Reputations are shaped long before a valuation is booked
Nathan added: “The strongest agencies understand this shift. They are using their website to establish authority, answer the right questions and shape perception before the valuation is ever booked. If your website isn’t doing that, it isn’t a growth asset.
“The portals are just the first step. House sellers then build up a picture of an agent through their branding, their sales boards, their social media, and what their website says about them — and whether it resonates.”
He warned that leaving websites to stagnate can lead to agencies working harder for instructions, discounting unnecessarily and struggling to attract top talent.
“Yes, investing properly in brand and digital costs money,” he said. “But there is a bigger cost which comes through not investing.”
SEO, AEO and AI visibility
Jazzbones, which has been creating websites for more than 20 years, is currently offering a new SEO Foundations package aimed at estate agents.
The monthly optimisation programme is designed to improve visibility, authority and enquiries. It includes a dedicated landing page or microsite structured not only for traditional SEO but also AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation) — helping agencies improve visibility within AI-driven search tools such as ChatGPT and Gemini.
Jazzbones Creative works with businesses across the property sector, including national and independent estate agents, developers and architects.
More information is available at jazzbones.co.uk.
