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The difference between bespoke and template social media marketing7 Feb 2023

The difference between bespoke and template social media marketing for estate agents

Over the past few months, I have really had my eyes opened to this dilemma!  I guess that being an estate agent myself for decades, but one who really had her finger on the marketing pulse, and who has continued, since the concept of JP Gardner & Associates, to work with other like-minded estate and letting agents, I just hadn’t realised that this was a “thing”!

So I wanted to put pen to paper, or letters to computer, and give you a fool’s guide to the difference between BESPOKE social media content, and TEMPLATED social media content.  Here we go…


templated social media versus bespoke social media marketing


This is when your social media marketing is designed around your business, your branding, your voice, and your mission.  It will follow the market in which you are working, so your location, your needs and desires for your business, and will truly showcase your estate agency brand exactly as you want it to be.

When you outsource your social media marketing to JP Gardner & Associates, on one of our bespoke social media packages, you are effectively employing a new team member who will only be focusing on your business.  You will be in touch with your marketing manager daily and can choose to have monthly scheduling zoom meetings and regular analytics to keep you on track of everything and adjust your marketing message as the months go by and the world of property changes!

Suffice to say, if you have a smaller package they will only be working part-time for you, or if you go for the “Eat Your Heart Out” package, then they will be full-time.  You can see our BESPOKE PACKAGES here.

This marketing manager will come with all of the amazing resources required to make your social media marketing POP, to keep ahead of trends and algorithm changes, to design your posts in line with all of your other marketing, brochures, newsletters, etc – and even provide those for you (subject to cost).

You have to look at a bespoke package as the alternative to hiring in-house, training a marketing person to understand the property industry (or outsourcing to an agency, such as ours, full of marketing and property experts).  Our agency is run by Jane Gardner, who has a very hands-on approach with all of our bespoke clients, who is an ARLA PROPERTYMARK LEVEL 4 examiner, and who has worked in property since 1987.  Find out more about Jane HERE.

templated social media versus bespoke social media marketing


This is when you really want consistency in posting across your social media platforms, but do not want to be hands-on or have any involvement in the marketing message going out to your audience.  Whilst a template social media approach will give subliminal marketing messages to your local audience, it will follow a set of template designs, which will not be 100% unique to your agency.

How it works is that a batch of property-related content is made each month, by property marketing experts, following market trends on a UK-wide basis but this material will go out to all template clients, albeit in your own brand colours and fonts.  If you outsource your social media marketing to JP Gardner & Associated on a template package, you will be the only client we work within your “patch” or location, but the posts will also go out to other clients across the UK in different towns.

They will be scheduled to your best posting times and will be unique in your own area.  Our posts usually follow a template style like this:

  • #movingmonday or #mondaymotivation
  • #testimonialtuesday or #tenancytuesday,
  • #wednesdaywonder or #wednesdaywords (for your blog articles),
  • #thursdaythanks or #thursdaytips
  • and #fabulousfriday or #funfriday

You can find out more about our TEMPLATE PACKAGE here.


After reading this you can probably understand why bespoke social media marketing costs more than template social media marketing.  However, it is way cheaper than hiring your own member of staff, training them, ensuring they are expert in both marketing and property, and then paying for all of the packages you need to do this job properly, such as CanvaPro, Adobe Creative Cloud, HopperHQ, Hootsuite, HashtagIQ, Mailchimp, Quillbot amongst others!

If you would like to discuss your options for outsourcing social media marketing, you can book a FREE ONE-HOUR ZOOM with Jane Gardner here:



I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to

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