YouTube is now the second most-watched platform in the UK, just behind the BBC and ahead of ITV. In 2024, UK viewers spent an average of 39 minutes a day on YouTube, with 16 minutes of that watched on their household TV.
For estate and letting agents, this raises an important question: How diverse is your media content – and are you showing up where your audience actually watches?
Starting your YouTube presence is easier than you think. Even better? We’ll help make sure it’s done properly, so you can focus on selling and renting homes.
How to set up a YouTube channel for your business
YouTube has become one of the most powerful tools for building trust and reaching new audiences – especially in the property industry. Whether you’re looking to raise your profile, share local insights, or simply stay ahead of the competition, having a professional, well-structured channel is the first step.
Here’s what you need to get set up properly, so your channel works hard for your brand from day one.
Start with the right account
Create your YouTube channel using your business Google account (not a personal one). This keeps things professional and makes it easier to manage permissions later if more team members need access.
Choose a clear, consistent channel name—your business name works best—so you’re easy to find and instantly recognisable.
Brand your channel
- Visual branding goes a long way. Upload:
- A high-quality profile image (typically your logo)
- A banner that reflects your brand personality—this could include your logo, tagline, or contact info
- Think of this as your shopfront—it should look clean, polished, and in line with the rest of your marketing.
Write a clear channel description
- Use your “About” section to explain:
- Who you are
- What viewers can expect
- Where you’re based
- Why they should subscribe
- How to contact you; add links to your website, social channels, or booking page.
Claim a custom URL
Once you meet the eligibility criteria (100 subscribers and 30 days active), you can claim a custom URL, for example, youtube.com/YourBusinessName. This helps with sharing your channel more easily across your other marketing channels.
Set up featured sections & playlists
Once you have a few videos uploaded, organise your channel into logical sections. For example:
- Market updates
- Property tips
- Local Area Guides
Use playlists to group related videos together. It makes your channel feel more professional and helps increase viewer watch time.
Add a channel trailer
A short, punchy intro video works well to welcome new visitors. It doesn’t need to be long or complex – just a friendly overview of who you are, who you help, and what they can expect by subscribing.
As part of the Move iQ Pro service our clients get a bespoke channel trailer recorded by Phil Spencer that endorses your Propertymark membership.
Use built-in branding tools
YouTube Studio allows you to add watermarks (like your logo) to your videos, keeping your branding consistent and subtle.
Think about discovery
Before publishing, set up default tags, descriptions, and branding settings. These help boost visibility and keep your content SEO-friendly without having to start from scratch each time you upload.
How to use YouTube for real estate? (It’s more than just property tours)
Unlike social media platforms where content quickly disappears down the feed, videos on YouTube continue to get discovered by people actively searching for answers, property advice, and local insights – long after you’ve uploaded them.
That said, it’s important to think beyond just property tours. While listing videos are useful in the moment, they date quickly and lose value once a property is sold or let.
To build a channel that works for you in the long run, your content needs to be evergreen, informative, and engaging.
Here are a few smart ways to use YouTube for your real estate business:
- Post regular local market updates: Share what’s happening in your area, house prices, buyer demand, rental trends. This shows you’re plugged into the market and builds authority.
- Create timeless advice videos: Offer tips for buyers, sellers, landlords, or renters. Think “How to choose the right estate agent” or “5 things first-time buyers should know.”
- Produce local area guides: Help people understand what it’s like to live in different neighbourhoods. Schools, transport, amenities, these types of videos have long-lasting appeal.
Use video tours strategically and showcase standout listings or unique properties, but make sure these are part of a broader content mix, not the entire channel.
The key is to build a video library that works hard for your business over time. The best YouTube content isn’t just current, it’s useful, discoverable, and still relevant months (or even years) after publishing.
Reach the right audience
YouTube isn’t just a place to post videos; it’s a powerful platform for targeted advertising. It lets you choose who sees your content based on location, interests, and behaviour.
That means if you’re promoting a property in Manchester, you can make sure your video shows up for viewers in Manchester, not people watching DIY tips in another part of the country. You can even place your ads before videos your audience is already watching, like home décor tips or property advice.
With the right setup, every view is from someone who’s genuinely interested and in the right area. And when done well, it’s not just a view. It’s a future lead.
Need help making that happen? We know how to get your content in front of the people who matter, discreetly and effectively.
Subscribe to our newsletter for more expert video tips, and when you’re ready, we’ll be here with fully managed video packages, YouTube optimisation, and ad support to take your estate agency to the next level.
