Rules and ethics
Property creator plan: how to write an agent brief
A property creator plan starts with a clear brief. Set its objective, audience, formats, evidence checks, enquiry route and stop trigger before filming.
What to take away
- A property creator plan works when it is written before the first shoot, with one objective, one enquiry route and one stop trigger.
- A 90 day property content plan splits into three phases of about 30 days, each ending at a gate one named person signs.
- Keep people, homes, door numbers, floor plans and client names out until written consent exists.
- Judge the test on qualified enquiries per pound spent, not on views.
- Treat ASA labelling, ICO data rules and FCA limits on finance talk as fixed constraints.
The brief fits on one page
A brief that runs to twelve pages will not be read. Keep six blocks and put the rest in an appendix. For the wider compliance context, see UK rules for property creators.
| Block | What it holds | Named owner |
|---|---|---|
| Objective | one aim, expressed in enquiries | agency principal |
| Audience | postcode, buyer type, budget band | marketing lead |
| Formats | short video, carousel, long form | creator |
| Evidence gate | checks required before phase two | marketing lead |
| Enquiry route | one link, one form, one inbox | branch manager |
| Stop trigger | the figure that ends the test | agency principal |
If a sentence cannot be tied to a block, cut it.
Name the intended formats rather than writing only “social content”: for example, Instagram Reels, TikTok videos or YouTube Shorts.
What to leave out
Leave out anything that identifies a person or a home. No door numbers, no street signs, no front doors shot head on, no number plates, no interior layouts that match a live listing.
Leave out client names and sale prices tied to a specific address. Leave out unedited viewing footage.
Leave out promises about borrowing. FCA rules on financial promotions bite when a creator talks rates or yields, so send those questions to a regulated adviser.
Write it in four steps
- Fix the objective. Write one sentence naming the number of qualified enquiries the test must produce and the date they are due.
- Set the phases. Split 90 days into three blocks of 30, each ending at a gate someone signs.
- List the evidence. Name the checks needed before spending continues, such as label review, consent records and a form test.
- Agree the stop trigger. Fix the figure that pauses the test, and name who can call it.
Our walkthrough of a ninety-day property creator plan sets the phases, gates and recovery checks in order.
Where the enquiry route plugs in
Keep one route and keep it visible.
- One destination link, tagged so the source is traceable.
- One short form asking for postcode and budget band only.
- One inbox watched by a named person in working hours.
- One consent tick box written in plain words.
- One weekly count of leads that reached a viewing.
If the creator handles personal data on the agency's behalf, agree whether they act as a processor and put the required data-protection terms in writing under the UK GDPR. The ICO's guidance on contracts and liabilities between controllers and processors explains these terms.
Example: a safe scene note
Shot one: exterior of a consented, vacant property, angled so the door number stays out of frame. Shot two: creator on the high street, no shopfront signage. Shot three: an unnamed agent explains stamp duty thresholds to camera.
A note like this gives the creator room to work and the branch a defence if a complaint arrives.
Labelling and market context
The CAP Code requires marketing communications to be obviously identifiable as such. Put a clear ad label where viewers will see it before engaging, rather than burying it in the caption.
HM Land Registry's UK House Price Index gives regional sale-price context, helping a branch distinguish market conditions from content performance.
Phase two should not open until the first gate closes. Our breakdown of phased evidence gates shows how to time the review and what to do when a check fails.
Common questions
Use these checks to resolve the practical choices before the test goes live.
How long should each phase run?
Thirty days suits most branches, because it gives enough posts for a pattern and short enough exposure to stop early. Shorten to two weeks only if the budget is small.
What counts as a qualified enquiry?
An enquiry from someone inside the target postcode who gives a budget band and agrees to be contacted. Views, saves and follows are context, not the result.
Do we need a signed contract before filming?
Yes. It should cover consent, data handling, labelling duties, review rights and what happens if the creator's own account changes.
How do we judge the test at day 90?
Compare qualified enquiries per pound against the branch's usual portal spend. Keep the formats that produced enquiries and drop the rest.
