There’s been a clear shift in the property industry. The rise of personal branding, online influence and “property personalities” is hard to ignore.
From panel appearances and conference circuits to polished Reels and LinkedIn lives, there’s a growing visibility of professionals in our sector. In an industry where participation in events feels almost essential—from WIEA conferences to Propertymark networking—it’s become a form of self-promotion. And while there’s nothing inherently wrong with that, it begs the question: is it always authentic?
As a recruiter, I’ve spoken with countless candidates whose online presence is magnetic—insightful, confident, engaging. But occasionally, that doesn’t translate in person. I’ve met brilliant self-marketers who struggle to articulate their value in a one-to-one interview. And I’ve met candidates with barely any digital footprint who absolutely shine face-to-face.
So I find myself asking:
- Does a strong online presence really mean someone is better at the job?
- Are we starting to value visibility over true capability?
- And in this overwhelming digital age, where some are leaning out of social media entirely—is that retreat now viewed as a red flag?
It’s no surprise that some professionals are now locking down their profiles or stepping away from the noise altogether. Ironically, this too draws scepticism from hiring managers: “Why don’t they have a LinkedIn profile?” “Why haven’t they posted anything recently?”
There’s a tension here that’s becoming more pronounced.
If the day job now includes 50% content creation, when is the actual job getting done?
I believe in the power of online presence—when it’s an extension of the real person. But I also believe in balance. Not every great estate agent, lettings manager or negotiator is also a content creator. And not every online voice is as effective behind the scenes as they appear on screen.
The magic still happens in the doing. In the client calls. The tough negotiations. The sales chased. The tenancies progressed.
Hire the person, not the persona.
Would love to hear your thoughts on this—especially from those in agency leadership, hiring roles or anyone feeling the pressure to “perform” online.
📩 sally@profindrecruitment.co.uk
🌐 www.profindpropertyrecruitment.co.uk
📞 07760 787026
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