Savills and Purplebricks are leaders in online engagement

Savills and Purplebricks lead the way in terms of UK estate agency brands making a splash online, analysis from recruitment service Rayner Personnel shows.

Savills has 70,500 followers on Twitter as well as 116,000 on Instagram, making it the leading UK estate agency brand in both categories.

When it comes to estate agency websites that are able to drive engagement through website, the winner is Purplebricks, with 1.7 million visits per month so far in 2020.

On Facebook Foxtons tops the list with 58,662 followers, followed by Knight Frank (51,044), Savills (26,050), Fine and Country (22,732) and Purplebricks (20,147).

Josh Rayner, founder and chief executive of Rayner Personnel, said: “Social media can be a potent tool when used correctly. Not only is it an essential communication platform in the modern age, but a strong presence can also help drive visits to your website, as well as helping to attract top talent when it comes to hiring.

“While not every platform will suit every brand, it’s astonishing to see how many estate agents maintain a ‘head in the sand’ approach, with little to no social media presence whatsoever.

“It’s also interesting to see that those with the most significant social media presence aren’t necessarily those with the highest rates of website engagement. That said, we all know it’s not the size of the tool that matters; it’s how you use it.

“In today’s world, merely having a social media presence isn’t adequate; you need a full-time social media professional to run it efficiently and effectively. This is something that many simply don’t invest in.”