CPS Property.
The dominant
voice in NI property.
A six-month content marketing strategy built on competitive intelligence, market data, and a clear understanding of what CPS's competitors are not doing — and what CPS can own.
The Northern Ireland
property market is moving.
The window to establish CPS as the dominant content presence in NI property is right now. The market is accelerating, demand is outpacing supply, and international interest is at record levels. The agents who own the content conversation in the next six months will own the listing pipeline for the next three years.
Overseas buyers are arriving — and nobody is talking to them
Belfast delivers 6.8% rental yields — the highest in the region and higher than most major UK cities. NI diaspora and cash-rich buyers from Dubai, Marbella, and London are actively seeking NI property. 60%+ of international deals are cash purchases. This is a high-value, under-served audience that CPS's international office network is perfectly placed to serve — and no competitor is running specific content targeting them.
25,000–30,000 new arrivals expected in NI over the next five years
NI is attracting migration at its highest levels in a decade — families from England, professionals from Europe, and returning diaspora. This is a new vendor and buyer segment that will drive listing volume through the next market cycle. First-mover advantage in content targeting this audience is available right now. No NI estate agent is currently owning this narrative.
The spring market creates a 12-week instruction window
March to May is the peak instruction period in NI residential property. Vendors who are thinking about selling in spring 2026 are making decisions right now — today. Content produced and live in the next 30 days will reach vendors at the exact moment they are choosing their agent. Delay is cost.
Armagh leads NI in new build starts and completions
Armagh, Banbridge & Craigavon recorded 1,043 new build starts and 833 completions in 2025 — the highest in Northern Ireland. This is CPS's home territory. Developer-facing content that establishes CPS as the go-to agent for new build sales and off-plan marketing is an immediate, data-supported priority.
Who CPS is competing
with — and where they're weak.
Four competitors were assessed for digital content presence, platform strategy, personal brand development, and content quality. The gaps are significant — and highly exploitable.
Content Capability Matrix
How CPS compares today — and what the retainer delivers.
| Agency | Reels / Short Video | Agent Personal Brand | Market Commentary | Email / Nurture | Blog / SEO | WhatsApp System | International Content |
|---|---|---|---|---|---|---|---|
| Simon Brien | ✗ | ✗ | ~ | ~ | ✓ | ✗ | ~ |
| Templeton Robinson | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| John Minnis | ~ | ~ | ~ | ✗ | ✗ | ✗ | ✗ |
| CPS Today | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ |
| CPS — End of Month 6 | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
✓ Established ~ Partial / inconsistent ✗ Absent
Geographic Gap — Armagh, Portadown & Derry
None of the three main competitors have any meaningful content presence in mid-Ulster or the north-west. CPS operates four branches across this territory and is entirely uncontested for the content-driven vendor in these markets. Owning this ground costs nothing except consistency.
Agent Identity Gap
Not one competitor is running structured personal brand content for their principals or named agents. Vendors choose agents, not agencies. The first NI estate agency to consistently put real, named agents on camera with genuine expertise will win a disproportionate share of vendor trust — and instructions.
International Audience Gap
Belfast yields 6.8% — the highest in the region. Overseas cash buyers are arriving. Not a single competitor is producing content that speaks directly to this audience. With CPS's London office and the Marbella/Dubai brief in play, this is a territory CPS can own outright within three months.
What CPS stands for —
and how to say it louder.
Nine consecutive years as NI Estate Agent of the Year. A network spanning Belfast to London to international markets. Four principals with deep local roots. This is not a brand that needs to be invented — it needs to be amplified. Every piece of content in this strategy reinforces one of four positioning pillars.
Pillar 1 — Proven Results
Nine consecutive years as NI Estate Agent of the Year is not a claim — it is evidence. Content that leads with results data (sale times, % of asking price, instruction volume) converts better than content that leads with services. Every market update post, every case study, every testimonial reinforces this pillar.
Pillar 2 — Local Roots, National Reach
CPS is genuinely embedded in Belfast, Armagh, Portadown, and Derry — not a head-office brand with satellite branches. The landmark imagery brief (cathedrals, Peace Bridge, Titanic) tells this story visually. The content strategy makes it explicit: CPS knows your street, your school, your market — and has the London and international network to bring the right buyer to your door.
Pillar 3 — People You Know and Trust
Vendors choose agents. The CPS principals are the competitive advantage that no competitor can replicate. The agent personal brand content — tip posts, voiceovers, LinkedIn articles — makes the principals the most recognised estate agents in Northern Ireland. When a vendor thinks "who should I call?", these names come first.
Pillar 4 — The International Edge
No competitor is marketing to the NI diaspora in Dubai, Marbella, or London. With CPS's international presence and the proven appetite of overseas cash buyers for NI property (6.8% Belfast yields, 149% investment surge), this positioning is both differentiating and commercially significant. It also adds prestige to the CPS brand for domestic vendors who want the widest possible buyer pool.
"CPS Property is Northern Ireland's most decorated estate agency — nine consecutive years as the region's best. With offices across Belfast, Armagh, Portadown, Derry, and London, and a reach that extends to international buyers in Dubai and Marbella, we don't just sell homes. We find the right buyer, wherever they are. And the principals who do it have been doing it in your community for decades."
Six months.
Three distinct strategic arcs.
The six months are not six equal chapters. They follow a deliberate arc: establish the foundation and infrastructure, build visible authority and audience, then convert that authority into instructions and long-term market dominance. Each month's content is designed to serve the arc it sits within — not just to fill the calendar.
Build & Launch
The goal is not to post content — it's to post the right content from day one. Month 1 builds the infrastructure nobody sees. Month 2 launches it publicly with maximum impact.
- All six brand videos produced and approved
- WhatsApp pre-valuation sequence live and in use
- Social profiles audited and optimised
- Email nurture sequence built and loaded
- Video 1 and 2 launched with full content support
- Agent personal brand introduced publicly
Driving force: Take the market by surprise. Most competitors have been posting the same listing photos for years. A coordinated video launch with personal brand content will immediately signal that CPS is operating at a different level.
Own the Conversation
Authority is earned through repetition and specificity. By Month 4, CPS should be the first brand NI vendors encounter when they search for property market information in any of the four branch areas.
- Videos 3–6 launched across all platforms
- Monthly market update series running across all 4 branches
- LinkedIn strategy reaching developers and investors
- Blog articles indexing in Google for local property searches
- Vendor case study series active — social proof at scale
- Email newsletter delivering market data to the full database
Driving force: Content compounds. A blog article written in Month 3 generates search traffic in Month 6. A market update series establishes a monthly appointment with the audience — they look for it. Authority is not an event; it's a habit.
Convert & Expand
With authority established and audience built, Month 5 opens new markets (international, developer) while Month 6 measures the return and plans the next cycle.
- International buyer content series live — Dubai, Marbella, diaspora
- Developer-facing content established on LinkedIn
- Google Business Profiles optimised across all 4 branches
- Full six-month performance report delivered
- New video brief based on performance data
- Month 7–12 strategy proposed with evidence base
Driving force: Market dominance is not won in one quarter — it is the result of consistent, compounding presence. By Month 6, CPS will have 80+ pieces of content in market, a growing search presence, an active email list, and a WhatsApp system converting warm leads. The competitors will not have caught up.
Channel Strategy — What Each Platform Is For
Each channel has a specific job. This is not "be everywhere" — it is a deliberate allocation of content effort to where each audience actually is.
Primary visual brand channel. Reels drive reach to non-followers. Feed posts build brand identity. Stories build daily habit. The channel where the personal brand content performs best. Target: 10,000+ monthly reach by Month 4.
Largest existing audience (23,000+). Best for local community content, listings, and direct CTA posts. Facebook users skew older — they are the vendor demographic. Video performs strongly. Maintain posting frequency; increase Reel volume.
Currently under-used (755 followers). High-value audience: developers, investors, solicitors, corporate relocators. Principal Insight posts and new build content belong here. Not a listing channel — a thought leadership channel.
Direct, owned, high-intent channel. Monthly newsletter to the full database keeps CPS front of mind between inquiry and instruction. 4-part vendor nurture sequence catches lapsed leads. Target: 28%+ open rate from Month 2.
The highest-ROI channel in the plan. 98% open rate. Pre-valuation sequence delivered directly to warm leads. Written in Month 1, live from Month 2. Not a broadcast tool — a personal, human sequence that mirrors how vendors already communicate.
Content produced now compounds over months and years. Local property search terms ("how much is my house worth in Armagh 2026?") are uncontested by any competitor in CPS's primary markets. Two articles per month from Month 2 builds a searchable content library that generates leads passively.
Every content type
defined and explained.
Nothing here is called "a social media post." Every piece of content has a name, a format, a platform, a frequency, a role in the vendor journey, and — critically — a note on how it exploits a specific competitor gap.
| Content Type | Format | Platform | Frequency | What It Is and Does | Competitor Advantage |
|---|---|---|---|---|---|
| Lifestyle & Landmark Post | Single image | Instagram, Facebook | 2× / month | Striking imagery of CPS catchment areas — City Hall Belfast, Titanic Quarter, Peace Bridge Derry, Armagh Cathedrals. No hard sell. Caption connects the imagery to community belonging with a soft CPS sign-off. "There's no place quite like Armagh in spring. If you're thinking about what your next chapter looks like here, we'd love to help you write it." Builds emotional association between CPS and the places vendors call home. | Uncontested in Armagh, Portadown & Derry |
| Reel — Brand Video Cut | Short-form vertical video 30–45s | Instagram, Facebook | 1× / week | A cut-down version of one of the six brand videos formatted for Reels. Opens with a text hook in the first 2 seconds ("Thinking about selling? Watch this first"), delivers the core message, and closes with a CTA. Rotated across all six videos throughout the programme. Reels reach up to 49% more accounts than photo posts — this is the single biggest organic reach driver available to CPS. | Simon Brien has no Reels strategy |
| Area Spotlight Post | Single image + branded caption | Instagram, Facebook, LinkedIn | 4× / month (one per branch area) | A photo or graphic highlighting something notable about each CPS branch area — a new development, a neighbourhood feature, a market stat. Published on the same day each month for each area. Builds a recurring presence in each community's feed. Embeds CPS as a local voice, not just a local advertiser. | Competitors cover one city only |
| Content Type | Format | Platform | Frequency | What It Is and Does | Competitor Advantage |
|---|---|---|---|---|---|
| Vendor Testimonial Card | Branded graphic — quote over sold property photo | Instagram, Facebook | 2× / month | A real vendor testimonial overlaid on a photo of the property they sold. No stock imagery — the property is the proof. Caption gives context: area, time on market, outcome. Example: "We had two offers in the first week." — Vendor, Lisburn Road, Belfast. Sold in 9 days. Research consistently shows vendor testimonials are the most persuasive content format for prospective vendors. Nobody else is using it consistently. | No competitor runs this consistently |
| Agent Tip Post | Headshot + bold text overlay | Instagram, Facebook, LinkedIn | 4× / month (principals rotating) | A branded graphic with a headshot of one of the three principals and a short, specific, useful tip for vendors. Each principal has their own distinct tone. Example: "Before your valuation: clear the driveway, open the blinds, and let me see the kitchen. Those three things tell me more about your sale price than the square footage." — Eoin. Vendors follow agents before they follow agencies. This content builds the personal trust that converts a website visit into a phone call. | No competitor has an agent personal brand programme |
| Branch Team Spotlight | Candid photo — office or team candid | Instagram, Facebook, LinkedIn | 2× / month | A natural, unfussy shot taken during branch filming — the office, the team at work. Not staged. Not corporate. Caption introduces the branch and reinforces local character. Only the principals identified by name; other team members visible as faces without identification. Behind-the-scenes content consistently outperforms polished posts for saves and shares — it feels real. | Competitors show offices, not people |
| Content Type | Format | Platform | Frequency | What It Is and Does | Competitor Advantage |
|---|---|---|---|---|---|
| Monthly Market Update | Branded data graphic + caption | Instagram, Facebook, LinkedIn | 4× / month (one per branch area) | A clean graphic showing key stats for one branch area: average sale price, days on market, new instructions, year-on-year comparison. Written in plain English. Published on the same date each month — audiences look for it. Example: "Belfast in February: 142 new instructions, average price up 4.1% year-on-year, average sale time 34 days. The data says the market is moving." Data sourced from Propertypal, NISRA, and CPS own records. Builds CPS as the trusted data source, not just a listing agent. | Zero competitors doing this in Armagh, Portadown or Derry |
| LinkedIn Principal Insight | Long-form text post 300–500 words | LinkedIn only | 2× / month | A substantive written post from one of the principals on a property market topic: new build trends, mortgage rate impact, demographic shifts, the international buyer pipeline. Not a listing post. A genuine professional opinion. LinkedIn's algorithm rewards original text-led content from individuals — these posts will outperform any competitor on the platform. Builds the B2B profile needed to attract developers, investors, and solicitors as clients. | Templeton Robinson & Simon Brien invisible on LinkedIn |
| Blog Article — Local Property | 800–1,200 words on cps-property.com | Website + shared to social | 2× / month | SEO-optimised articles targeting specific local search queries: "How much is my house worth in Armagh in 2026?", "When is the best time to sell in Belfast?", "What are new builds in Portadown selling for?" These queries receive hundreds of searches per month. No competitor has blog content targeting them in CPS's primary markets. Content written in Month 2 generates search traffic in Month 6 — compounding organic value that paid advertising cannot replicate. | No competitor has SEO content in mid-Ulster or north-west NI |
| International Buyer Content | Post series + LinkedIn article | Instagram, LinkedIn | 4× / month from Month 5 | A content series targeting the NI diaspora and international buyer market — Dubai, Marbella, London-based NI buyers. "Belfast rental yields are 6.8% — higher than Manchester, Leeds, or Edinburgh. Here's why CPS clients in Dubai are buying in Belfast." CPS is the only NI agent with the international office presence to credibly own this narrative. No competitor is within reach of this positioning. | Exclusive — no competitor has international presence or content |
| Content Type | Format | Platform | Frequency | What It Is and Does | Competitor Advantage |
|---|---|---|---|---|---|
| WhatsApp Pre-Valuation Sequence | 4 messages — written, sent by the agent | WhatsApp direct | Every warm valuation lead | Written once in Month 1, used permanently. Message 1 (booking day): warm, personal confirmation. Message 2 (2 days before): a specific tip to prepare + link to Video 2. Message 3 (morning of valuation): brief human check-in. Message 4 (day after): summary and next steps. 98% open rate vs. 22% for email. This is the highest-ROI deliverable in the entire programme — and it can be live within days of being written. No competitor has an equivalent system. | No NI competitor has a structured WhatsApp system |
| Monthly Email Newsletter | Branded HTML email to full database | 1× / month | Written, designed, and sent as part of the retainer. Covers: market update (data-led), featured new listing, vendor testimonial, and one CTA (book a free valuation). Tone is personal — from the principals, not "The CPS Team." Subject lines written for open rates, not corporate politeness. "The Belfast market moved fast in February — here's what it means for your home." Open rate and click-through tracked monthly. | Templeton Robinson & John Minnis have no visible email programme | |
| Valuation CTA Post | Single image — sold property + direct text | Instagram, Facebook | 2× / month | A high-quality image of a recently sold CPS property with a short, direct caption: "Your home could be next. Free valuations across Belfast, Armagh, Portadown, and Derry — link in bio." Simple. Direct. Not oversold. Works as a recurring conversion touchpoint across the entire six months. | Competitors' CTAs are buried in listing posts |
| Content Type | Format | Platform | Frequency | What It Is and Does | Competitor Advantage |
|---|---|---|---|---|---|
| Behind the Scenes | Candid photo or short clip | Instagram Stories + Feed | 2× / month | An informal look at CPS from the inside — a branch meeting, training session, team morning, launch preparation. Uses training day photography. Not staged. Caption is conversational. Behind-the-scenes content consistently outperforms polished posts for saves and shares — it feels human. This is the content competitors won't do because it requires genuine confidence in the team and culture. | Competitors show brands, not people |
| Local News Tie-In | Original post reacting to local story | Facebook, LinkedIn | 2× / month | CPS reacts to relevant local news — a planning permission, a regeneration announcement in Derry, a major employer coming to Armagh, a new development approval in Portadown. Short caption with a local market angle: "Big news for Derry — the Spencer Road corridor is one to watch for anyone thinking about the local market." Quick to produce. High engagement from local audiences. Signals that CPS is paying attention — which vendors notice. | No competitor covers Armagh, Portadown or Derry local news |
The six-month plan.
Click any month.
Foundation — Build the infrastructure
Nothing launches publicly. Everything is prepared, approved, and ready to deploy at maximum impact.
Driving force: A bad launch is worse than no launch. Month 1 exists so Month 2 can hit the ground running — with all production complete, all sequences written, and all profiles ready. Competitors will notice the step-change immediately.
All 6 brand videos produced
Branch visits completed (Belfast, Armagh, Portadown, Derry). Voiceovers recorded. All assets delivered and approved.
WhatsApp sequence written and active
4-message pre-valuation sequence signed off. Team trained. Live within days of sign-off — the highest-ROI action in the plan.
Social profiles audited and optimised
All CPS profiles reviewed — bios, images, links, highlights. Clean baseline before content launches.
Vendor email nurture sequence built
4-email sequence for inquired-but-not-yet-instructed vendors. Warm, personal, value-led. Loaded and ready.
Content calendars for Months 2 & 3 built
Every post captioned, scheduled, and ready for approval before a single piece goes live.
First 2 blog articles written
Keyword research complete for all 4 branch areas. Two articles ready to publish the moment Month 2 begins.
Launch — Make noise publicly
Introduce the new CPS content era. Establish the posting cadence that runs for the next five months.
Driving force: The spring instruction window opens in March. Vendors making decisions right now need to see CPS's content before they call any competitor. A coordinated video launch — supported by personal brand posts, Reels, and email — signals that CPS has changed gear.
Video 1 launched — Why CPS?
Full launch across Instagram, Facebook, LinkedIn, and the website. Teaser Story Monday, full video Wednesday, Reel cut Friday.
Video 2 launched — The Valuation Experience
Mid-month launch. Now sent via WhatsApp to every valuation lead. The video that works hardest in the vendor journey.
First email newsletter sent
Introduces the new content era. Personal note from the principals, market update, link to Video 1. Subject line written for open rate.
Weekly Reels established
One Reel per week from Video 1 and 2 assets. Prioritised for Instagram. Also posted to Facebook.
Agent Tip posts launched
Principals rotating weekly. Personal brand introduced publicly for the first time. No competitor is doing this.
First blog articles published
Two SEO-optimised articles live on cps-property.com. Shared to Facebook and LinkedIn with compelling excerpts.
Authority — Own the local market narrative
Establish CPS as the definitive property market voice across all four branch areas.
Driving force: Authority is not claimed — it's demonstrated through repetition and specificity. The market update series is the cornerstone: the same information, published on the same date every month, across all four branch areas. Within three months, vendors in Belfast, Armagh, Portadown, and Derry will be looking for it.
Videos 3 & 4 launched
Video 3 introduces the international angle for the first time. Video 4 targets developers and new build clients via LinkedIn.
Monthly Market Update series established
Four branch-specific posts on the same date each month. Plain English. Real data. No competitor does this in Armagh, Portadown, or Derry.
LinkedIn strategy activated
Twice-monthly Principal Insight posts. Each principal contributes one LinkedIn article across the month.
Mid-programme review
Three-month performance report delivered. All metrics reviewed. Strategy for Months 4–6 adjusted based on evidence.
Vendor testimonials running at pace
Two testimonial posts per month — real vendors, real properties, real results. Social proof compounding month on month.
Two blog articles published
New build and selling guide content for each branch area. Local search terms being indexed.
Engagement — Convert the audience into leads
Full video series complete. Shift focus from building audience to converting them.
Driving force: By Month 4, CPS has been in the feeds of NI vendors for three months. The audience now has the trust and familiarity to act. Video 6 — "Results We Deliver" — is the strongest conversion asset in the series and launches here as the centrepiece of a full conversion push including case studies and a lapsed lead email campaign.
Videos 5 & 6 launched
"Meet Your Team" to Facebook first. "Results We Deliver" pinned to all profiles as the primary conversion asset and sent to the email list.
Vendor case study series begins
One multi-format case study per month: Instagram carousel, Facebook post, and blog article. The most persuasive content format available.
Lapsed lead email campaign
One-off email to anyone who inquired in the last 12 months but didn't instruct. Direct. Data-led. Links to Video 6 and the latest market update.
WhatsApp sequence optimised
Three months of response data reviewed. Messaging adjusted. A/B test initiated on pre-valuation sequence variations.
All content categories at full pace
Every content type from the framework now live and running simultaneously across all platforms.
Two more blog articles
Buyer demand and market timing content — targeting vendors researching when to sell.
Expand — Reach entirely new audiences
International buyers, diaspora, developers, and investors — audiences that no NI competitor is currently speaking to.
Driving force: The NI investment market grew 149% in 2025. Belfast yields are 6.8%. Overseas cash buyers are arriving and nobody is talking to them in the language of property investment. CPS's London office and international connections make this positioning exclusive. Month 5 is where CPS claims ground nobody else is standing on.
International buyer content series
Four posts targeting the NI diaspora and overseas market. Dubai, Marbella, London-based NI buyers addressed directly. LinkedIn primary.
Developer content push
Content week focused on CPS's new build services. LinkedIn primary platform. Video 4 as the anchor. Armagh new build stats as the data hook.
Google Business Profiles optimised
All four branch GBP profiles updated — descriptions, photos, Q&A. Directly impacts "estate agent near me" rankings across all four markets.
New platform assessment delivered
TikTok vs YouTube Shorts — recommendation with evidence based on 5 months of audience data. Trial content if warranted.
Two blog articles — international & new build
Overseas buyer and new build investment articles. Targeting search terms no competitor has claimed.
Month 5 performance report
Full channel report. Platform expansion recommendation included. Evidence base building for Month 6 renewal conversation.
Renew — Prove the return, plan the next cycle
Measure everything. Present the evidence. Agree the next six months with data behind it.
Driving force: The retainer renewal conversation is won or lost by the quality of the Month 6 report. Every metric tracked from Month 1 feeds into a clear, honest account of what the six months delivered — reach, engagement, leads, instructions influenced. The new strategy proposed for Months 7–12 is built on what worked, not on assumption.
Six-month performance report
Reach, followers, blog traffic, email metrics, WhatsApp data, and any valuation inquiries attributable to content. Presented in person.
Content library audit
All 80+ pieces of content produced reviewed. Top performers by type, format, and subject identified. Informs Month 7–12 strategy.
New video brief
Recommended brief for the next video production round — decided by data. Testimonial series, agent profiles, or new build showcase.
Month 7–12 strategy proposed
Complete strategy for the second six months — informed by six months of audience insights and performance data.
Platform expansion decision
Final go/no-go on TikTok and YouTube Shorts based on six months of evidence. Not speculation — data.
Retainer renewal presented
Same tier, upgrade, or bespoke — whatever the data supports. Month 6 is where CPS decides whether to maintain the lead or hand it back to competitors.
Three tiers.
Every deliverable defined.
All packages build on the Phase 1 video foundation. Every deliverable below references the content types defined in the framework above. Nothing is described as "a social media post" without full explanation of what that post is, what format it takes, and what it does.
- ✓4× Reels per monthCut from brand video assets. Each formatted with a text hook, core message, and booking CTA. Platform: Instagram and Facebook.
- ✓4× Agent Tip Posts per monthPrincipals rotating weekly. Headshot + bold tip text overlay. Builds the personal brand that competitors don't have.
- ✓2× Lifestyle & Landmark Posts per monthCPS catchment area imagery. Community feel. Awareness-stage content across Instagram and Facebook.
- ✓2× Valuation CTA Posts per monthSold property image + direct booking CTA. Conversion-focused, recurring, concise.
- ✓WhatsApp Pre-Valuation SequenceWritten and delivered in Month 1. Team trained and live from Month 2. 4 messages, 98% open rate. Reviewed quarterly.
- ✓Monthly Content CalendarEvery post captioned, formatted, and approved 7 days before the month starts.
- ✓Quarterly Video RefreshUpdated stats, new text overlays, and refreshed captions applied to original brand videos every 3 months.
- ✓Everything in EssentialsAll Essentials deliverables included.
- ✓4× Monthly Market Update PostsOne per branch area (Belfast, Armagh, Portadown, Derry). Data-led, plain English. Same date every month. No competitor does this in mid-Ulster or the north-west.
- ✓2× Vendor Testimonial Cards per monthReal quote. Real vendor. Real sold property photo. The most persuasive content format available to any estate agent.
- ✓2× LinkedIn Principal Insight Posts per month300–500 word written posts from the principals. Targets developers, investors, solicitors. Platform where no competitor has a meaningful presence.
- ✓2× Branch Team Spotlights per monthCandid branch photos from filming assets. Human, warm, community-rooted. The content competitors won't do.
- ✓Monthly Email NewsletterWritten, designed, and sent to the full CPS database. Market update, listing, testimonial, and valuation CTA. Open rate and CTR tracked monthly.
- ✓2× Blog Articles per month800–1,200 words, SEO-optimised, targeting local property search terms. Published on cps-property.com. Compounding organic value — content written in Month 2 generates search traffic in Month 6.
- ✓Monthly Performance ReportReach, engagement, email metrics, blog traffic. Delivered at the end of each month.
- ✓Everything in GrowthAll Growth deliverables included.
- ✓1× New Short-Form Video Produced per month30–60s, recorded and edited monthly. Topics chosen by performance data, not guesswork.
- ✓International Buyer Content Series (from Month 5)4 posts per month targeting NI diaspora, Dubai, Marbella, London buyers. CPS is the only NI agent positioned to own this audience.
- ✓Vendor Case Study — Multi-Format (from Month 4)1 case study per month: Instagram carousel + Facebook post + blog article. The most persuasive long-form content format in property marketing.
- ✓Google Business Profile ManagementAll 4 branch GBP profiles managed monthly. Directly impacts "estate agent near me" rankings in Belfast, Armagh, Portadown, and Derry.
- ✓Bi-Weekly Strategy Calls30 minutes every two weeks with the principals. Performance review, opportunity identification, content alignment.
- ✓Quarterly Long-Form Video3–5 minute video for website and YouTube every quarter. Market review, vendor journey, or branch feature.
- ✓Full SEO StrategyKeyword research for all 4 branch areas. On-page optimisation. Blog expanded to 4 articles per month.
One extra instruction.
The retainer pays for itself.
NI house price growth year-on-year
The market is accelerating. Higher sale prices mean higher fees per instruction — the retainer's commercial case strengthens as the market rises.
WhatsApp open rate
vs. 22–28% for email. The pre-valuation sequence is the highest-ROI single deliverable in the plan — live within days of sign-off and costing nothing to send.
More reach from Reels vs. photos
CPS has 6,700+ Instagram followers. Consistent Reels could push monthly reach beyond 10,000 — all of whom are potential vendors.
Content pieces produced across 6 months
Content produced in Month 1 still generates leads in Month 6. Paid advertising stops the moment you stop paying. Content keeps working.
Competitors running a structured WhatsApp system
The most direct conversion tool in the plan is also completely uncontested. Every CPS competitor is leaving this channel entirely empty.
The Simple Maths
Five actions.
One can start today.
The spring instruction window is open now. Vendors deciding between agents are making those decisions in the next 8–12 weeks. The first action below can be live before any competitor has noticed CPS has changed gear.
Deploy the WhatsApp sequence immediately
No production required. Written and live within days. The highest-ROI action in the plan — and the only one that doesn't need a camera or a content calendar.
⚡ Can start this weekAgree the retainer tier
Essentials, Growth, or Authority. Or a bespoke package built around CPS's specific goals. One conversation, one decision — then production begins.
Confirm video production filming dates
Four branch visits — Belfast, Armagh, Portadown, Derry. Principal voiceover sessions scheduled with the three principals. The only fixed-date commitment in Phase 1.
Share access to CPS social accounts
A full baseline audit before any content launches. Establishes what's working, what's not, and sets the benchmark for Month 2 and beyond.
45-minute strategy session
With the principals — align on brand tone, messaging, content priorities, and performance targets for the six months. This shapes everything that follows.
Consider the competitor window
Templeton Robinson is active on TikTok. Simon Brien is building visual quality. John Minnis claimed "NI Agent of the Year 2025." The content gap is closeable — but not indefinitely. The window to establish dominance before a competitor does is open now.
⏱ Time-sensitive