Avoid these Black Friday mistakes and ensure your real estate business succeeds

Black Friday isn’t just for TVs and toasters anymore. While there’s some degree of hesitancy, more estate agencies are weighing up the pros of this seasonal sales bandwagon, and done right, it can be a brilliant way to drive awareness and generate new leads. But get it wrong, and you could end up doing more harm than good.

Black Friday real estate deals can work, but they need to be smart, strategic, and above all, aligned with your brand. Read on for some of the most common mistakes estate agencies make when trying to tap into the Black Friday buzz, and how to avoid them.

1. Overpromising and underdelivering

Offering “massive discounts” or “exclusive opportunities” might get clicks, but if the offer doesn’t deliver real value, your credibility takes a hit. Avoid vague or misleading real estate ads that overhype what’s actually on the table. Buyers and sellers aren’t looking for empty promises; they’re looking for real value, clear terms, and someone they can trust.

2. Ignoring brand reputation

A single bad campaign can leave a lasting dent in your brand. Flashy promotions might attract attention, but if they don’t reflect your usual tone, service level, or offering, you risk confusing or alienating your audience. In estate agency marketing, consistency matters, so don't sacrifice it for a one-week gimmick.

3. Focusing only on short-term sales spikes

Yes, it’s great to generate leads. But if your only goal is immediate conversions, you’re missing the bigger picture. Real estate is a long game. Your Black Friday strategy should support long-term relationship building, not just pump-and-dump deals that won’t turn into loyal clients.

4. Neglecting to plan for post-Black Friday follow-up

You ran a campaign. You got some leads. Now what? Failing to nurture those leads after Black Friday is like forgetting to water a plant and wondering why it dies. Use email flows, personalised follow-ups, and solid real estate sales promotions to keep that momentum going well into the new year.

5. Failing to target the right audience

Not every property, or every buyer, is a good fit for a sales campaign. Throwing out a blanket promo to your entire database might get some engagement, but you’ll get better results by targeting the right audience. Think: first-time buyers looking for deals, investors interested in ROI, or developers with stock they want to move.

6. Using confusing or unclear messaging

Keep it simple. Keep it clear. Overly complex promotions or unclear terms will only frustrate potential clients. If someone has to read your ad three times to figure out what you’re offering, they’re gone. Use plain language, spell out what’s included, and make sure your offer is easy to act on.

7. Discounting properties without strategic thinking

Not all listings are created equal. Slashing prices without a strategy can devalue your listings and create unrealistic expectations with sellers. Choose properties for promotions based on real data and market insights, not just because they’ve been sitting for a while.

8. Overlooking the impact on existing client relationships

Be careful not to alienate your current clients in the rush to attract new ones. Sellers whose homes aren’t included in the promotion might feel left out or undervalued. Make sure you communicate clearly and offer benefits to your full client base, not just those part of the campaign.

9. Not tracking campaign performance effectively

If you don’t measure it, you can’t improve it. Campaign performance tracking is key to understanding what worked, what didn’t, and how to tweak your strategy next time. Track metrics like lead volume, engagement, click-through rates, and conversions, not just vanity metrics like impressions.

10. Forgetting to comply with advertising regulations and ethics

You can’t afford to cut corners here. Misleading real estate ads, unverified claims, or dodgy discounts can land you in hot water with regulators like the Consumer Goods and Services Ombudsman and destroy client trust. Always make sure your marketing complies with industry guidelines and reflects your values as an ethical, professional business.

Black Friday can absolutely work for real estate, but only if you approach it with intention and integrity. A rushed or gimmicky campaign might grab attention for a minute, but it won’t build the kind of business you’re in this for: long-term, referral-based, and reputation-driven.

Want to run Black Friday campaigns that actually deliver value?

Prop Data can help. From smart estate agency marketing strategies to tools that make targeting, tracking, and nurturing easier, Prop Data has what you need to make the most of your seasonal campaigns, ethically, effectively, and with a long-term mindset. Connect with Prop Data today and make your next campaign your best yet.