A new AI-powered social media marketing platform – HomeFeed – has launched with the aim of helping estate agents generate and retain their own leads, reducing reliance on third-party portals for visibility and enquiries.
Built specifically for the estate agency sector, HomeFeed is designed to turn each property listing into an automated pre-launch marketing campaign, helping agents generate interest and demand before homes appear on the major portals.
The platform has been developed by a founding team combining estate agency experience with digital marketing and lead-generation expertise. HomeFeed was created by James Cocker, Ian Macbeth and Mike Robson in response to what they describe as a growing structural risk for agents who depend too heavily on external platforms for exposure. Ian and Mike are also co-founders of self-employed brokerage Avocado Property.
While online portals remain a central part of the sales process, the HomeFeed founders argue that many agents are effectively ‘renting attention’ rather than owning it, leaving pipelines vulnerable to changes in algorithms, pricing structures or platform rules. James said the platform is intended to help agents rebalance that relationship.
“Portals are great at what they do, until they become your main source of leads. When that happens, it becomes harder for agents to stand on their own feet. HomeFeed exists to help agents build a lead source they actually own.”
James Cocker, Founder, HomeFeed
HomeFeed operates as an automated marketing system, using AI to distribute property content across social media channels and maintain consistent local visibility for agents. By promoting listings ahead of their portal launch, the platform aims to create early engagement, strengthen brand recognition and support more predictable valuation pipelines.
The founders say the most successful modern agents are increasingly focused on building ongoing digital visibility with homeowners through consistent content, online presence and social trust. However, they acknowledge that executing this effectively has traditionally required time, structure and specialist skills that many agencies do not have in-house.
HomeFeed has been designed to remove that barrier by automating much of the process, allowing agents to maintain a regular digital presence without becoming full-time content creators. Ian said the platform is aimed at agents looking to future-proof their businesses.
“If you’re happy relying on portals indefinitely, HomeFeed probably isn’t for you. But for agents who want more predictable valuations, stronger local visibility and a modern way of generating demand, this gives them a way to take control of how and where leads are created.”
Ian Macbeth, Managing Partner, Avocado Property
HomeFeed is initially being made available through a limited beta programme, with priority access and fixed pricing offered to early users ahead of a wider rollout.
