What should an estate agent put in their link in bio?
In an estate agent’s link in bio, put the links that leave you a name first: your instant valuation and one featured property. Under them, your latest local market update and a quick way to ring or message you. Four or five links is plenty, as long as you keep them fresh.
Who actually taps the link in your bio
Half nine on a Tuesday night. Someone in Didsbury has just seen your sold post for a house round the corner from them. They’re not moving. Probably. But they’re curious now, so they open your profile and tap the link.
What happens next matters more than most agents think. If that tap lands on a homepage, or a list of every house for sale in the area, they’ll have a quick look and close it. That was the warmest moment you’ll get with that homeowner for months, and it’s gone.
Many homeowners choose their agent long before they sell. Zoopla had YouGov ask 1,006 people who’d sold a home in the last five years what mattered most when they picked an agent, and published the answers in August 2025. The top answer, from 20%, was an agent with a good local presence who was selling other homes nearby. And 49% said they’d get three agents round before choosing. Your profile, and the page behind that link, is part of how you get on that list.
It’s worth doing properly on Facebook as well as Instagram. Ofcom found that in May 2025, 63% of UK online adults used the Facebook app every day and 44% used Instagram. The same link works in your Facebook page’s details, your TikTok bio and the bottom of your emails.
Start with the links that leave you a name
Meta lets you add up to five links to an Instagram bio without paying for a subscription, and if you’ve got two or more you can pick a primary link, the one people see first. So you’ve got room. The question is what goes at the top.
For an agent, it’s the valuation. A homeowner who’s wondering what their place is worth doesn’t want to book three agents just to find out. An instant valuation tool gives them a figure there and then, at ten at night, without ringing anyone, and it leaves you their details so you can follow up. (Then ring them quickly. We’ve covered how fast to call a new valuation lead in another guide.)
Next to it, one featured property. Pick your best current listing, or one that’s just sold with a story behind it. Set it up so an enquiry asks for a name and number before handing over the full details, and a curious tap on a house becomes someone you can ring.
Name each link the way a homeowner would say it. Meta’s own help page makes the point that the title is what people see, so a short description works better than a web address. “What’s my home worth?” gets tapped. “Valuation” and “Click here” don’t, as much.
What goes underneath
- Your latest local market update. The full report, for anyone who wanted more than your post gave them. If you’re not sure what belongs in one, our guide to what goes in a local market update walks through it.
- A way to reach you straight away. A button to ring, and one for WhatsApp. Plenty of people would rather send a quick message than fill in a form, especially in the evening.
- Your website, if you want it, at the bottom. It’s there for the people who want the whole picture. It doesn’t need to be first.
That’s four or five links, and that’s where we’d stop. A page of twelve buttons looks thorough to the agent who built it. To a homeowner on their phone it looks like homework.
What to leave out
The big one is a link to a property portal search. It sends a homeowner off to look at every agent’s listings in town, yours included somewhere on page three. You ’ve just paid for their attention with a good post. Don’t hand it straight to someone else.
Leave out anything stale, too. A just listed property that went under offer a fortnight ago. Last spring’s market report. A link that’s broken because the listing came down. One of those is enough to tell someone the page isn’t looked after, and they’ll wonder what else isn’t.
And skip anything that’s a chore on a phone: a PDF that has to download, a form with fifteen boxes, a page that wants them to sign in. Nearly everyone tapping that link is holding a mobile.
Keep it fresh, and tell people it’s there
Give it five minutes on a Friday. Swap the featured property if it’s sold or gone under offer, add this week’s market report, and tap every link yourself to check nothing’s broken. That’s it. The agents who let it drift are the ones whose bio still says just listed in November about a house that sold in July.
Then point people to it. A link in bio nobody knows about doesn’t do much. End your valuation post and your sold posts with a line like: “Wondering what yours would fetch? It’s the first link in our bio.” There’s more on fitting those posts into a week in our guide to what an estate agent should post on social media each week.
Market Trak’s Bio Link gives you this as one page with your logo and brand colour on it: a featured property at the top, your instant valuation under it, up to five market reports you choose, and Call and WhatsApp buttons if you switch them on. An enquiry about the featured property asks for a name, email and phone number before it shows the listing, so those taps become leads too. When you change anything, the live page changes with it. The rest of the approach, from the valuation tool to following every lead up, is on our lead generation for estate agents page.
