Scotland's Best Estate Agent: Paul Costello's Journey to the Top with upload abode

How Paul Costello Built ‘Scotland’s Best Estate Agent’ Through TikTok and Tenacity

When it comes to using social media to grow a business, Paul Costello doesn’t just talk the talk—he walks it, films it on his phone, and posts it online. As the man behind Scotland’s Best Estate Agent, Upload Abode, Paul has turned platforms like TikTok and Instagram into engines for growth, credibility and community.

In this conversation at Podcast Studio Glasgow, Paul laid out exactly how he built a recognisable brand, starting with no industry background, no budget and no blueprint—just a willingness to show up consistently and let the content do the talking.

TikTok Took Time, And Then Took Off

Paul didn’t jump on TikTok with a big strategy. Like many business owners, he was sceptical. But after testing the waters, he realised something—this was where the attention was. It took two years of regular posting before it became a meaningful lead generator. But now? It’s one of their strongest tools.

“We rebranded the account to Scotland’s Best Estate Agent before we even felt like we were. People saw the name, then the content, and believed it.”

That’s the power of perception—and Paul nailed it.

Simple Content Wins

Paul shoots all his content on an iPhone with a DJI gimbal. No flashy cameras, no big production crews—just clarity, consistency and content that shows people what they care about. The properties.

His approach is refreshingly simple. Show the space. Make it easy to watch. Keep doing it.

“We’re not aiming for cinema. We’re aiming for connection.”

Social Media is the Lifeline

For Paul, content creation is not an optional extra. It’s vital. He treats social media as the oxygen of his business. Without it, things slow down. With it, the business breathes and grows.

He also encourages getting friends and family involved early on, especially when you’re trying to get traction. Every share, every comment, every conversation counts.

Mistakes Were the Real Teachers

Paul and his wife, Sharon, didn’t come from the property world. They learned everything by doing. Some of it went well. Some of it didn’t. But they never stopped moving forward.

“We didn’t need to be experts at the start. We just needed to keep listening, learning and adjusting.”

One key lesson—know who you’re talking to. For Paul, that means understanding his audience demographic and shaping content accordingly. That focus is what keeps the message sharp and the results strong.

Keep Evolving

Scotland’s Best Estate Agent isn’t about sticking to what worked last year. Paul is constantly looking at new tools, formats and ideas. It’s about staying ahead of the curve, not reacting to it.

Final Thoughts

Paul Costello is proof that you don’t need all the gear or a marketing degree to build something powerful. You just need to show up, stay consistent, and be willing to experiment.

If your business is still trying to find its voice online, take a leaf from Paul’s playbook. Use what you have, talk to the people who matter, and post like your business depends on it—because these days, it probably does.

🎙️ Ready to bring your brand to life? Whether it’s your first post or your first podcast, we’ve got you.
Learn more at Podcast Studio Glasgow →