Let’s start by making an important distinction between on market and off market properties.

On market refers to homes currently for sale—pretty straightforward.

Off market, on the other hand, includes any property not actively for sale. That’s not just recently withdrawn listings, but every home not currently on the market.

This framing matters when we talk about lead times and the type of messaging your canvassing needs.

On Market = Fast Wins (Sometimes)

On market properties—worthy of a blog in their own right—are often seen as low-hanging fruit. They can act quickly, which is why so many agents focus almost exclusively on them. There are absolutely “easy” wins to be had here, and we’ll cover how to craft an on-market campaign another time.

But off market is where long-term brand building comes in.

Off Market = Slower Burn, Bigger Payoff

When we talk about off market, we mean properties not currently listed for sale—which covers everything from long-term homeowners to landlords and “maybe one day” movers. Reaching this audience isn’t about hard selling; it’s about staying visible and relevant. That could mean sending 20/20 letters after a local sale, writing on behalf of a buyer looking in a specific area, or running landlord nurture campaigns to build trust over time.

The goal with off market canvassing isn’t just to generate instructions this month (though that’s always nice). It’s to build familiarity. To become the name that’s passed around in WhatsApp groups or family chats when someone mentions they might move.

This is why general brand presence is so important—especially for newer agents. But regardless of how long you’ve been in business, many local homeowners won’t be aware of you.

A Real-Life Example

Here’s a risky anecdote—risky only because she’s probably the only one reading this—but my mum is the perfect example of a vendor many agents would love to reach. She’s lived in the same house since the dawn of time, I mean mid-80s (sorry Mum), never moved, and is now approaching retirement—so downsizing could be on the horizon.

Ask her who the local estate agents are, and she’d probably only name the biggest national chain in town. That’s a missed opportunity for every local independent, self-employed, or SME agency.

So How Do You Get Front of Mind?

There’s no silver bullet. But consistency is everything. And it’s not just about canvassing letters from Propalt. It’s:

• Sale boards
• Facebook posts
• Branded cars
• Bus stop adverts
• Market update videos
• And, yes, regular canvassing

It all builds presence—and that’s where the Marketing Rule of 7 comes in. The idea is simple: people typically need to see your brand at least seven times before it sticks. So no, you can’t hang all your hopes on a single letter drop, however tempting that is.

You need to show up consistently. Promote your successes—little and often. Be present in your community and online.

Set Realistic Expectations

We’re always honest with new clients at Propalt: you shouldn’t expect overnight results. That said, quick wins are possible.

In our experience, off market letters have delivered results the same week they land—and also a full year later. It varies.

Brand presence makes a difference too. If you're a well-established five-branch agency with a decade of local trading, you already have equity in your name. Your letters are likely to perform better than those from a brand-new startup.

But if you’re just getting going? The letter announcing your first instruction might be the very first time someone hears your name. If they never hear from you again, that message is forgotten. So what’s going out next week? And the week after that? Plan your marketing calendar—and stick to it.

Be Specific, Not Saturating

You don’t want to overwhelm your patch. That’s why we always recommend being laser-focused with your targeting. Tell 2-bed terrace owners about 2-bed terrace sales. Make it relevant, and it’ll feel helpful—not spammy.

Not Sure Where to Start?

Try one of these campaign ideas:

• Promoting local success → Article link
• Leveraging buyer needs → Article link

In conclusion

Will your local vendors see enough of your branding this summer? With the summer slowdown on the horizon, make the most of June and July's canvassing before people either jet off on holiday, or sign off until September.