Property Marketing in Birmingham: How Oakmans Grew Beyond 70k Social Followers

Property marketing in Birmingham has changed significantly in recent years. Buyers and tenants no longer discover homes solely through property portals, branch windows and For Sale boards. Increasingly, their first look at a property happens while scrolling Instagram, TikTok or other digital channels.

For estate agents, that means simply uploading a listing is no longer enough. Properties need to attract attention quickly, present well across different platforms and make it easy for interested people to take the next step.

In March 2025, Oakmans reached 70,000 combined followers across Instagram and TikTok. It was an important milestone, but the bigger story was what that audience could mean for clients selling or letting homes across Birmingham and the wider West Midlands.

Since then, that audience has continued to grow. Oakmans’ current property marketing page reports 100,000+ combined social followers and more than one million monthly reach, showing how digital marketing has become an increasingly important part of the agency’s wider property strategy. 

Social Media Is Changing Property Marketing in Birmingham

Property portals remain an important part of the home-moving journey, but today’s marketing can extend far beyond them.

Social media allows a property to appear in front of people who may not have searched for that specific home yet. Someone scrolling through Instagram or TikTok might discover a house in an area they had not previously considered, notice a feature that catches their attention or share the property with somebody they know is looking to move.

That additional discovery channel can complement more traditional property marketing in Birmingham, rather than replacing it.

The aim is simple: give every property more opportunities to be seen by relevant potential buyers or tenants.

From 70,000 Followers to a Growing Property Audience

Follower numbers alone do not sell homes.

What matters is whether that audience includes people genuinely interested in property and whether the content encourages them to explore a listing, make an enquiry or arrange a viewing.

When Oakmans passed the 70,000-follower mark in March 2025, its social audience included buyers, tenants, homeowners and landlords interested in areas including Selly Oak, Harborne, Shirley, Northfield and Bromsgrove. 

The audience has since grown further, but the principle remains the same: greater reach creates additional opportunities to introduce properties to potential movers.

For sellers and landlords, the value is not simply having thousands of people see a logo. It comes from having professionally presented properties appearing in front of an audience with an existing interest in homes and the local market.

Why Social Media Matters When Selling a Property

A traditional online listing is largely search-led. A potential buyer selects an area, enters a price range and browses the properties that match.

Social media adds a discovery-led element.

A short property video can introduce a home before someone has actively searched for it. A striking kitchen, landscaped garden, unusual period feature or impressive view can become the reason somebody stops scrolling and takes a closer look.

This is where social media property marketing can add another layer to a wider campaign.

It can also make properties easier to share. A buyer might send a reel to their partner, a parent might forward a listing to a first-time buyer or a landlord might spot an investment opportunity while browsing their feed.

Each interaction gives the property another route towards the right person.

Creating Property Content Designed to Stop the Scroll

Effective property marketing in Birmingham starts with how a home is presented.

At Oakmans, the wider marketing service currently includes professional photography, cinematic videography, 360-degree virtual tours, aerial drone footage, floor plans, social media advertising and other digital marketing tools. 

Different formats serve different purposes.

Professional photography provides the core imagery buyers expect when comparing listings. Short-form vertical videos can highlight the character of a property quickly on Instagram and TikTok. Cinematic walkthroughs provide more context around how rooms connect, while drone footage can help show larger gardens, plots and surrounding areas.

Virtual tours and floor plans add another layer of information for buyers wanting to understand a home’s layout before arranging an in-person viewing.

Rightmove also advises sellers that strong photography, floor plans, video and virtual tours can help buyers understand a property and make listings stand out online. 

The strongest campaigns therefore do not depend on one piece of content. They use several formats to present the same property in ways suited to different platforms and stages of the buyer journey.

Turning Social Media Interest Into Property Enquiries

Reach is useful only when interested viewers know what to do next.

A well-structured social campaign should create a clear journey from seeing a property to viewing the full details and making an enquiry.

That might begin with a reel showcasing the strongest features of a home. From there, prospective buyers can move towards the complete property listing, explore photographs and floor plans, check the asking price and decide whether to arrange a viewing.

Reducing unnecessary steps matters because social media moves quickly. Someone interested in a property should not have to search across several websites to find the details they have just seen.

The closer the connection between social content and the property listing, the easier it becomes to turn attention into meaningful enquiries.

Social Media Works Best as Part of a Complete Marketing Strategy

Social media should not be treated as a replacement for established property marketing channels.

The strongest approach combines them.

A seller might benefit from professional photography, a detailed property description, floor plans, portal exposure, local agent knowledge and a board outside the property, alongside Instagram, TikTok, video and targeted digital advertising.

Rightmove similarly notes that enhanced estate-agent marketing can include photography, floor plans, video tours and social media promotion alongside the core property listing. 

This joined-up approach means buyers can encounter the same home through different routes.

They might first notice it on Instagram, revisit it on a property portal and then arrange a viewing after discussing it with their family. Another buyer may find it through a traditional search and later watch the video content to get a better feel for the property.

Good property marketing in Birmingham makes those channels work together.

Local Property Marketing Across Birmingham and the West Midlands

Digital reach becomes more useful when it is combined with local market knowledge.

A student investment property in Selly Oak requires a different approach from a family home in Harborne. A property in Northfield may appeal to a different audience from one in Shirley or Bromsgrove.

The photography, video, written description and targeting should reflect those differences.

Understanding who is most likely to be interested in a home also helps determine which features deserve the most attention. Commuter connections, schools, local amenities, investment potential, outdoor space and proximity to universities may all matter differently depending on the property and location.

This combination of local knowledge and digital reach is increasingly central to modern property marketing in Birmingham and the West Midlands.

What Should Sellers and Landlords Look for in Property Marketing?

When comparing estate agents, it is worth looking beyond where a property will be listed.

Ask how the property will actually be presented.

Look at the standard of the agent’s photography and video. Check whether floor plans and virtual tours are available. Review their social channels to see whether property content attracts genuine interaction rather than simply being uploaded and forgotten.

It is also worth asking how enquiries generated through different platforms are handled and how quickly prospective buyers or tenants can move from seeing a property to arranging a viewing.

A large online audience can be valuable, but audience size should sit alongside presentation, distribution, local expertise and a clear enquiry process.

Oakmans’ growth from 70,000 social followers in March 2025 to the 100,000+ combined audience currently reported on its website illustrates how quickly the digital side of property marketing continues to develop. 

For homeowners and landlords, the underlying principle is more important than any individual follower milestone: the more effectively a property is presented and distributed across the channels people actually use, the more opportunities it has to reach the right audience.

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