Who they are

Baker Pearson are an independent, RICS-qualified estate agency covering Weymouth and Portland, run by directors Mark and Chris. They've built a name locally on knowledge of the area and a genuinely hands-on approach, the kind of agency that still turns up to do valuations themselves rather than sending someone junior. What they didn't have was a way of staying visible to the hundreds of homeowners across their patch who weren't ready to sell yet, but would be.

The challenge

Weymouth and Portland is a tight, well-known patch, which cuts both ways. Everyone knows the local agents by name, but that also means every agent is fighting for the same small pool of people who happen to be actively searching for a valuation this month.

The much bigger opportunity was the homeowner who isn't searching yet. The one who's had a passing thought about moving, hasn't told anyone, and won't act on it for months. Every agency in the area was competing for the same 5% of homeowners who were ready right now, while the other 95% went completely unmarketed to.

Baker Pearson wanted to change that to be the agency already familiar to a seller long before they picked up the phone.

The approach

SocialPal built three things running side by side for Baker Pearson, all targeting Weymouth and Portland specifically:

1. Local brand awareness. Ongoing Facebook and Instagram activity built consistent visibility across the whole local area, not just people actively hunting for an agent, but every homeowner in the patch. That's what put Baker Pearson in front of 32,000 local people in the last 30 days alone, seen 4 to 5 times each.

2. Retargeting with video and content. A separate campaign kept Baker Pearson's latest videos and updates in front of anyone who'd already shown interest, while also introducing the brand to new local faces. 18,000 people saw that content at least 4 times in the last month the kind of repeated exposure that turns "I think I've heard of them" into "obviously I'll call them."

3. Property-led retargeting via Property AdVantage. Every listing for sale and sold was used to follow up with people already browsing, driving 2,000 visits to the site in the last 30 days to view full property details. Sold boards do more than mark a sale; they're proof the agency is active and getting results, and that message was put directly in front of the people most likely to care.

All three worked from the same principle: don't wait for a seller to come looking. Be the agency they've already seen dozens of times by the time they decide to move. No lookalike audiences, no postcode or demographic targeting none of that is permitted for property advertising anyway just well-built creative and local interest signals doing the work.

The results, unpacked

45 seller leads in 30 days, straight from the valuation tool

These aren't cold enquiries. Every one of these 45 people used Baker Pearson's own online valuation tool meaning they've already taken a real step toward selling and handed over their details to do it. That's a live, ready-to-follow-up pipeline landing every single month.

79,000 local people reached, seen 17 times on average since October

This is the number that matters most long-term. Seventeen impressions per person, across 79,000 people in Weymouth and Portland, isn't a lucky reach figure, it's saturation. In a market this size, that's the difference between being "an" estate agent and being "the" estate agent.

700+ seller leads since the campaign began

Ten months in, Baker Pearson have banked over 700 seller leads. Compare that to trying to generate the same volume through portal spend or word of mouth alone most independents in a patch this size would take years to get near that number without a system running constantly in the background.

17,600 website visits, 2,000 of them in the last month via Property AdVantage

Every visit is someone who's chosen to look past the ad and go and look at real listings the clearest possible signal of buying or selling intent, and every one of them adds to Baker Pearson's own retargeting pool rather than disappearing the moment they close the tab.

Why it worked

Consistency over campaigns. Baker Pearson didn't run a burst of ads and hope. Brand awareness, retargeting and property promotion have been running together, without interruption, since October which is exactly why the numbers keep climbing rather than resetting every month.

They targeted the whole market, not just the obvious 5%. Reaching 32,000 people a month in a patch the size of Weymouth and Portland means Baker Pearson are visible to homeowners who haven't even started thinking about moving yet, so when they do, there's only one agency they already recognise.

Every touchpoint fed the next one. Website visitors, video viewers and valuation leads all feed back into the same system, so each month's activity makes the next month more effective rather than starting from zero.

What this means for other agents

Baker Pearson didn't need a bigger team or a rebrand to get here. They needed their marketing to run every single day, in front of the right local audience, without anyone having to manage it.

That's the part most agents are missing. The database of past enquirers sitting cold in the CRM. The homeowners in your patch who've never seen your brand once, let alone seventeen times. The valuation leads that never show up because nobody's staying visible long enough to earn them.

As Baker Pearson put it themselves, they're now drowning in leads, and people tell them they see the brand everywhere. That's not an accident. That's what happens when your marketing works every day instead of every so often.

If you want your agency to be the one every homeowner in your patch already recognises by the time they're ready to sell, that's exactly what SocialPal is built to do. Book a call and let's talk about what this could look like for your area. And if you've already got listings live, Property AdVantage slots straight on top, turning every property you bring to market into another reason for local homeowners to see, click and remember you.

Results reflect campaign data for Baker Pearson Estate Agents from October 2025 to present. Individual results may vary.