After months of anticipation around market stabilisation, the UK property sector has faced a stark reality. Fresh data from RICS points to a weaker-than-expected recovery, leaving many estate agencies and estate agents rethinking their strategies.

Buyer enquiries rose by 3% in June, the first increase since December 2024, but fell again to minus 6% in July. Meanwhile, agreed sales dropped from minus 3% to minus 16%, and house prices declined from minus 7% to minus 13%. This marks one of the steepest monthly turnarounds in recent years.

The sector’s caution is rooted in ongoing economic pressures and policy uncertainty. As The Negotiator reports, RICS Chief Economist Simon Rubinsohn noted: “Uncertainty about the potential contents of the Chancellor’s autumn budget is also raising concerns” among market participants. Job security fears, persistent inflation, and global trade instability are also influencing behaviour, extending challenges beyond domestic policy alone.

At the same time, the digital property landscape tells a very different story. Rightmove reported record-breaking results: revenues rose 10% to £211.7 million, operating profit hit £145.4 million in H1 2025, and average UK asking prices reached £377,182 in April, a monthly increase of £5,312 despite the highest number of homes for sale in over a decade.

This paradox, where the traditional market struggles while digital platforms thrive, highlights the opportunities for estate agencies that embrace online-first strategies. For estate agents, adopting digital marketing, social media optimisation, and content-led approaches may be key to navigating 2025 and beyond.

With that in mind, let’s take a closer look at the state of the UK property market in 2025.

Big Picture: Understanding the UK Property Market in 2025 

The UK property market in 2025 is a picture of contrasts. While some indicators show resilience, others reveal ongoing volatility, leaving estate agencies and estate agents needing clear strategies to navigate uncertainty.

What is a housing market correction?

A housing market correction happens when property prices decline after rapid growth, helping to align values with what buyers can realistically afford. These adjustments are rarely uniform, and the current correction illustrates this clearly.

• Regional differences: RICS reports that buyer demand fell sharply in East Anglia, the South East, and the South West, while Northern Ireland, Scotland, and the North West showed resilience.

• Structural factors: Shifts in sentiment reflect the lasting impact of stamp duty changes, but also deeper structural weaknesses in supply and affordability.

Mixed signals from pricing and demand

Other sources paint a nuanced picture:

• Halifax reported a 0.4% increase in July house prices, the largest monthly rise in 2025.

• Nationwide noted a 0.6% increase, bringing the UK average to £272,664, with mortgage approvals “broadly in line with pre-pandemic norms.”

• Zoopla recorded an 11% year-on-year rise in buyer interest and an 8% increase in agreed sales, suggesting pockets of resilience even amid a slower summer market.

Economic pressures remain a challenge

• Despite a recent Bank of England rate cut to 4.25%, uncertainty over further cuts is affecting buyer confidence.

• Affordability challenges weigh heavily on first-time buyers, while investor caution reflects worries over inflation, employment stability, and global economic risks.

The impact of foreign investment

Foreign buyers continue to shape UK property prices:

• Filipa Sá estimates that a 1% increase in international transactions raises UK house values by 2.1 to 2.3%.

• Benham and Reeves report foreign ownership rose 2.6% in 2024, with Hong Kong and Chinese investors driving high-value purchases in London and regional hotspots.

• Localised price pressures often ripple through the market, affecting a wide range of property segments.

This mixed picture of corrections, resilience, and external influences underscores the complexity of today’s UK property market. For estate agencies and estate agents, this creates both challenges and opportunities. Those who adopt digital-first strategies, optimise online presence, and leverage content and social media effectively are more likely to thrive, even as traditional market conditions remain uncertain.

Next, we will explore how the market slows while digital platforms record record highs, highlighting the divide between traditional and digital success.

Market Slows While Digital Platforms Like Rightmove Thrive

Rightmove’s latest results show how digital-first platforms can prosper even as the broader UK property market faces volatility. In the first half of 2025, Rightmove delivered strong performance across multiple areas, highlighting the value of broad digital services that extend beyond traditional property sales.

Regional market diversity

Rightmove’s data illustrates how market conditions vary across the UK:

• South West: strongest monthly price increase at 3.1%

• North East: modest rise of 0.3%

• London: average prices £699,200, up 0.5% monthly and 0.4% annually

Despite these gains, the company cautioned that global economic uncertainty and shifting government policy could constrain growth, particularly in high-value markets.

Consumer engagement and revenue stability

• New buyer demand rose by 5%, and new seller listings increased by 4%

• Rightmove’s ability to maintain strong engagement creates reliable revenue streams, something many traditional estate agencies struggle to achieve

Expanding digital capabilities

Rightmove has invested heavily in diversifying its digital offering:

• Growth in commercial property, mortgages, and rental services up 37% year-on-year

• Mortgage division revenues more than doubled to £4.5 million

• Ecosystem approach reduces reliance on transactions, providing sustainable income

Innovation and AI adoption

• In 2024, Rightmove employed 24 AI-enabled product teams, releasing over 5,000 new product updates, compared with 3,700 releases by 16 teams in 2019

• Technology-focused roles accounted for 60% of new hires, reflecting the company’s commitment to digital development as a resilience strategy

Implications for estate agencies

• Estate agencies can take cues from Rightmove’s success by adopting online-first strategies, investing in digital tools, and leveraging AI to maintain visibility

• Even traditional agents under pressure continue to see the value of digital partnerships for growth and client engagement

Rightmove’s results underscore a clear lesson: estate agencies that embrace digital marketing, social media optimisation, content development, and AI-driven tools are far better positioned to thrive, even when the wider property market is stagnant.

Traditional Estate Sales vs Digital Success: Understanding the Divide

The stark contrast between traditional estate agencies struggling and digital platforms thriving highlights fundamental differences in business models, operations, and market strategies.

Why many traditional estate agencies face challenges

• Declining transaction volumes: Commission-based models depend entirely on property sales. With agreed sales falling from minus 3% to minus 16% in a single month (RICS), agencies face cash flow pressure that impacts marketing, service quality, and staffing.

• Rising costs and operational strain: Fixed costs, office rent, staff salaries, insurance, and traditional marketing, remain high. Meanwhile, modern property sales increasingly require professional photography, virtual tours, 3D walkthroughs, targeted social media campaigns, and advanced digital marketing strategies that many agencies cannot deliver consistently.

• Competition from digital-first operators: Research shows 95% of property searches begin online. Estate agencies without a strong digital presence, content development and marketing strategies, and search engine visibility risk losing leads early in the buyer/seller journey. By leveraging SEO services, social media optimisation, and other digital tools, agencies can capture these opportunities and stay competitive.
  

What sets digital platforms apart

Rightmove’s success demonstrates how digital leadership drives resilience:

• Visibility and network effects: Captures the majority of property searches, generating consistent traffic and diversified revenue from advertising, premium services, and data insights, independent of transaction volumes.

• Data-driven decision-making: Partners benefit from predictive analytics and market intelligence tools. As property expert Colleen Babcock notes: “Homes that don’t require a price cut are more likely to attract buyers and do so in under half the time.” Insights like this give digital platforms a competitive edge in pricing and marketing strategies.

• Trust and reliability: Consumers increasingly prefer recognised online brands that provide comprehensive data, market insights, and consistent service, maintaining engagement even when the wider market fluctuates.

Rightmove’s performance during the June to July downturn shows that companies with strong digital foundations can not only survive volatility but thrive in it, while traditional estate agencies remain vulnerable to market swings and operational constraints.

Why digital adoption separates successful estate agencies in 2025

The UK property sector is seeing a growing divide between agencies that embrace digital tools and those that rely solely on traditional methods. Successful estate agencies in 2025 share several key traits: advanced data analytics, comprehensive digital marketing strategies, strong content development, and the ability to adapt quickly to market volatility.

Roadblocks for estate agencies

Traditional estate agencies face operational challenges as buyer sentiment fluctuates. For example, buyer enquiries rose 3% in June but fell to minus 6% in July, illustrating how rapidly market conditions can change. Without access to real-time analytics and digital marketing insights, agencies struggle to plan resources, forecast revenue, and make informed strategic decisions.

How technology impacts property sales

Technology is reshaping how properties are discovered, evaluated, and sold:

• Virtual viewings and automated valuations make listings more engaging and accessible.

• Digital mortgage applications and CRM systems streamline processes for buyers and agencies.

• Online-first platforms remain critical for visibility, with Rightmove reporting a 96% estate agency retention rate.

However, reliance on these platforms can be costly. Agencies often pay significant fees to access audiences they cannot reach independently. In competitive markets, efficient lead generation through SEO services, content development strategies, and social media optimisation can determine whether an agency remains profitable.

Pricing and marketing challenges in 2025

Emerging deflationary pressures make property marketing and pricing more complex. Mispriced homes may stay on the market longer, increasing holding costs for sellers and operational strain for agencies. Modern estate agencies mitigate this risk by leveraging analytics, digital marketing, and data-driven strategies to price competitively and attract the right buyers quickly. By focusing on digital adoption and marketing efficiency, estate agencies can maintain profitability, improve lead conversion, and compete effectively in a challenging property market.

Practical steps to boost sales for estate agencies

Rightmove’s adaptability and focus on digital solutions offer lessons that traditional estate agencies can apply to remain competitive. Its resilience during market swings demonstrates that robust digital strategies provide both stability and growth, even amid wider economic uncertainty. In today’s property market, digital marketing, SEO services, content development, and social media optimisation are no longer optional, they are essential. Four interconnected components stand out for agencies aiming to boost sales:

1. Maximising online visibility: Buyers and sellers increasingly begin their property journey online, searching for local expertise, property insights, and professional services. A strong search engine visibility strategy ensures that your agency appears prominently in these queries, securing ongoing lead generation and strengthening credibility.

2. Targeted digital advertising: Modern advertising extends beyond listing promotion. Techniques like demographic targeting, location-based optimisation, behavioural analysis, and intent recognition help agencies connect with the right audiences at the right time, improving ROI and reducing wasted spend.

3. Building trust and brand authority: In uncertain markets, reputation is crucial. Content development strategies that address common buyer and seller concerns build credibility and nurture long-term client relationships. Estate agencies can learn from other sectors, such as the resurgence of package holidays in UK travel, where businesses regained consumer trust by adapting to shifting preferences and emphasising security.

4. Leveraging data-driven insights: Analytics transforms marketing into a measurable investment. Understanding which channels generate the most valuable leads allows estate theagencies to allocate resources effectively and differentiate themselves from competitors.

Additional tools, virtual tours, advanced CRM platforms, and active social media engagement, enable estate agencies to showcase expertise, strengthen community connections, and reinforce market authority.

By embedding these strategies into everyday operations, estate agencies can position themselves for greater resilience and sustainable growth, while laying the groundwork to fully exploit the competitive advantages offered by digital marketing and data-led decision making.

How digital marketing gives estate agencies an edge in today’s market

Building on the practical steps above, the next challenge for estate agencies is sharpening their digital presence in an unpredictable market. In a sector rapidly embracing a digital-first economy,estate agencies must raise their online game to remain competitive. Partnering with experienced digital marketing specialists, such as Skale Global, can help tilt the balance in your favour. Leading estate agencies are already investing in the following core areas:

1. Search engine visibility (SEO services); Most property searches begin online, so strong SEO services are crucial for ensuring potential clients find your agency rather than a competitor. Visibility in search results during key decision-making moments can make the difference between winning and losing leads.
2.  Content development and marketing: Buyers and sellers increasingly look for clear, trustworthy information in volatile markets. Content development strategies build authority, nurture trust, and position your agency as a reliable voice in the property sector.

3. Social media marketing: Smart investment in digital advertising boosts visibility in crowded markets. Modern platforms enable precise targeting by demographics, location, online behaviours, and purchase intent, ensuring campaigns reach the most relevant audiences.

4. Social media optimisation: A strong presence on social platforms allows estate agencies to build relationships, showcase expertise, and generate referrals. Engagement through social media optimisation becomes especially valuable when traditional market activity slows.

6. Analytics-driven decision making: Data insights provide a clear picture of client behaviour, campaign performance, and ROI. Estate agencies can adapt quickly to shifting conditions, refine marketing strategies, and focus resources where they deliver the most value.
7. Smarter CRM utilisation: Modern CRM platforms go beyond logging interactions—they predict client needs, identify growth opportunities, and enhance service delivery. In a market where retaining customers is just as important as attracting new ones, these tools give  estate agencies a crucial advantage.

By embracing these digital marketing, content development, SEO, and social media optimisation strategies, estate agencies can remain visible in turbulent times, build resilience, and create sustainable competitive advantages. These foundations set the stage for actionable steps to thrive despite wider market uncertainty.

Key takeaways: Thriving as an estate agency in an uncertain market

The current UK property landscape highlights a decisive shift in how estate agencies must operate. Traditional operators are struggling with volatile buyer demand and unpredictable deal volumes, while digital-first platforms such as Rightmove continue to perform strongly. The message is clear: in uncertain times, strategic digital adoption remains the key to growth.

Estate agencies that invest in digital transformation, search engine visibility, content development, social media optimisation, and analytics-driven strategies are not only navigating immediate challenges but also building lasting competitive advantages. Those slow to adapt risk falling further behind as the digital divide widens.

Digital adoption is no longer optional, it’s a pathway to stability, efficiency, and sustainable growth. The real question is not whether to evolve, but how quickly, because delaying adaptation can make the gap much harder to close.

For estate agencies ready to embrace change, the opportunity is tangible. By embedding digital-first strategies, estate agencies can secure resilience for tomorrow while scaling operations effectively today. With the right partner, such as Skale Global, the transition becomes achievable, measurable, and geared towards long-term market success.

UK property market FAQs for estate agents and agencies

How can estate agents compete with popular online listing portals?

Estate agents should build their own online presence beyond listings. Creating high-quality local content, optimising for local SEO, and using targeted marketing can build trust and capture clients earlier in their journey.

What specific digital strategies will help boost sales for my estate agency?

Implement AI chatbots for 24/7 service and use personalised email marketing to nurture leads. High-quality video tours, engaging social media content, and targeted ads are also vital for driving interest.

Why are traditional sales methods less effective now for estate agents?

Traditional sales, such as high-street windows and print ads, are less effective because today’s property owners and buyers primarily research and engage online. Digital platforms offer greater visibility and direct client engagement.

How can my estate agency make sense of portals having high traffic during a slow market?

High portal traffic indicates strong online research interest, not just active transactions. Successful estate agents are using data from these platforms with smart online marketing to turn researchers into qualified leads.

Is it worth investing in new technology when market conditions are uncertain?

Yes, investing in PropTech is crucial for staying agile and competitive. Digital tools help estate agencies streamline operations, capture leads efficiently, and provide a superior client experience, positioning them to thrive during recovery.

What are the best ways for an estate agent to get ahead of competitors in a tough market?

Differentiate through excellent digital service and local expertise. Offer superior value with virtual tours and data-driven insights. Focus on agility and selectivity, using data to inform pricing strategies and marketing.

How can AI benefit an estate agency or property management firm?

AI streamlines admin with chatbots, automates tasks like lead qualification, and provides data insights for better pricing and marketing. It gives estate agents more time for client relationships and closing deals.

What is the most effective way to use data analytics as an estate agent?

Use data analytics to predict market trends, perform accurate property valuations, and implement hyper-local marketing. By analysing sales data and consumer behaviour, estate agents can make more profitable decisions and target the right audience.

How do digital leaders handle market uncertainty differently from traditional estate agencies?

Digital leaders use data and AI for real-time market insights, allowing them to adapt quickly. Their tech-driven efficiency means they are less dependent on traditional market momentum and can operate with greater foresight.