CPS Property.
The dominant voice
in NI property.
A six-month content strategy built on competitive intelligence, market data, and a clear plan for what comes next — designed to turn CPS's existing reputation into Northern Ireland's most recognised estate agency brand.
The NI property market
is accelerating.
The NI property market is accelerating — but attention is consolidating just as fast. Demand is outpacing supply, international buyer interest is at record levels, and the agents who establish a content presence in the next six months will dominate the listing pipeline for the next three years.
The window is open — but it won't stay open. The agents who move now will own attention. The rest will compete on price.
What the competition
isn't doing.
Three months of competitor research across Simon Brien, Templeton Robinson, and John Minnis reveals the same pattern: strong listing content, no strategy. The gaps below are significant — and they're available to CPS right now.
Geographic Gap — Mid-Ulster & the North-West
None of the three main competitors have any meaningful content presence in Armagh, Portadown, or Derry. CPS operates four branches across this territory and is entirely uncontested for the content-driven vendor in these markets. Owning this ground doesn't require more budget — just consistent execution.
Agent Identity Gap — People Over Agencies
Not one competitor is running structured personal brand content for their principals. Vendors choose agents, not agencies. The first NI estate agency to put real, named principals on camera with genuine expertise will win a disproportionate share of vendor trust — and instructions.
International Audience Gap
Belfast yields 6.8% — highest in the region. Overseas cash buyers are arriving. Not a single competitor is producing content that speaks to this audience. With CPS's London office and the Marbella and Dubai connections already in play, this is a territory CPS can own outright within three months.
CPS's unfair advantage: Nine consecutive years as NI Estate Agent of the Year. Four branches with deep local roots across the whole of Northern Ireland. An international network no competitor can match. This strategy doesn't build a new brand — it amplifies the one that already exists.
Three arcs.
One clear direction.
The six months follow a deliberate progression — not six equal chapters. First you build. Then you lead. Then you convert. Every month's content serves the arc it sits within.
Build the infrastructure
Launch the video series, establish the posting cadence, and put the systems in place that everything else runs on.
- 6 brand videos produced and launched
- WhatsApp pre-valuation sequence live
- First email newsletter sent
- Weekly Reels and social cadence established
Own the local narrative
Establish CPS as the definitive property market voice across all four branch areas. When vendors want to know what's happening, CPS is where they go.
- Monthly market data series per branch area
- LinkedIn Principal Insight posts launched
- SEO blog articles generating organic traffic
- Mid-programme performance review delivered
Convert authority into instructions
The audience has the familiarity to act. Shift from building to converting — and close the retainer renewal with evidence of clear ROI.
- International buyer content series launched
- Vendor case study programme in full flow
- Lapsed lead email campaign deployed
- Full 6-month performance report + renewal proposal
Awareness
Lifestyle imagery, landmarks & local community content that builds brand recognition
Trust
Vendor testimonials, case studies & behind-the-scenes content that drives confidence
Authority
Market data, expert agent tips & thought leadership content — the gap competitors are missing
Conversion
WhatsApp sequences, email newsletters & valuation CTAs that turn warm leads into instructions
Community
Local events, branch spotlights & partnership content that roots CPS in its communities
Two ways to
work together.
We start with the foundation — a one-off video production project that gives CPS a full content bank. From there, a rolling monthly retainer keeps it performing. This is a creative and strategic partnership, not a job-by-job arrangement.
50% on sign-off · 50% on delivery
Keep the content working.
The videos are the foundation. The retainer is the engine that keeps them generating reach, trust, and instructions month after month. Packages are reviewed at the 3-month mark to ensure the right level of support as CPS's market presence grows.
📅 Reviewed & adjusted at Month 3- ✓1 branch filming session per monthAgent on camera, property walk-throughs, lifestyle footage
- ✓6 short-form videosEdited, subtitled, platform-ready — Reels, TikTok, Facebook
- ✓10 social images / stillsFrom the filming day — branded, captioned & ready to post
- ✓Captions & posting guidanceCopy written for every asset. Your team posts, or we advise on schedule.
- ✓2 filming days across multiple branchesRotating locations — Belfast, Armagh, Portadown, Derry
- ✓6–10 short-form videos per monthEdited, subtitled & formatted for Reels, TikTok and Facebook
- ✓1 hero video per month60–90 second brand film — market update, principal interview or area guide
- ✓2× Vendor Testimonial Cards per monthReal quote. Real vendor. Real sold property photo. The most persuasive content format available to any estate agent.
- ✓2× Branch Team Spotlights per monthCandid branch photos from filming assets. Human, warm, community-rooted. The content competitors won't do.
- ✓2× Blog Articles per month800–1,200 words, SEO-optimised, targeting local property search terms. Published on cps-property.com. Content written in Month 2 generates search traffic in Month 6.
- ✓LinkedIn posts & principal contentThought leadership and personal brand content for principals — the format competitors aren't using.
- ✓Marketing strategy alignmentContent is planned against CPS's wider marketing objectives — every asset serves the strategy, not just the calendar.
- ✓Monthly strategy meeting60-minute session with CPS marketing — analytics review, what's working, what's not, and how we build forward.
- ✓Monthly Performance ReportReach, engagement, email metrics & blog traffic. Delivered at the end of each month.
Four steps to
getting live.
The window to establish content dominance before a competitor does is open right now. Here's how we move from this deck to a live strategy in under two weeks.
Choose your option
One-off production project, or the Authority retainer with the initial project included. One short conversation is all it takes to confirm what's right for CPS right now.
Strategy session
60–90 minutes to align on brand tone, messaging priorities and the filming schedule. This shapes every piece of content that follows — nothing is filmed before it's planned.
Filming across all four branches
Belfast, Armagh, Portadown and Derry — scheduled around CPS. Principal voiceovers scripted and delivered on location. 2–3 week turnaround to final delivery.
Content live — and building
First assets delivered and approved. Posting begins. Monthly rhythm established. From here, every month builds on the last.
The competitor gap is real — and right now, it's wide open. Templeton Robinson is active on TikTok. Simon Brien is building visual quality. The time to establish CPS's content authority is before a competitor does — not after.
If any of this feels right,
let's have a conversation.
No commitment, no pressure. Just a conversation to see whether this is the right fit for where CPS wants to go — and what that could look like in practice.
This document has been prepared exclusively for CPS Property and is intended solely for the named recipients. It contains commercially sensitive pricing, strategic analysis and market positioning. It must not be shared, reproduced, forwarded or used for any purpose other than evaluating this proposal without prior written permission.