Despite continued demand across much of the private rented sector, effective marketing remains essential. The goal is no longer simply to fill a vacancy quickly, but to help landlords attract suitable tenants, minimise void periods, and comply with the latest regulations governing property advertising and tenant selection.
With the Renters’ Rights Act now reshaping how properties are let and managed, letting agents should ensure their marketing strategies reflect both market conditions and current legal requirements.
Understand your target tenant
Every property is likely to appeal to a particular section of the rental market. A city-centre apartment may attract young professionals, while a larger family home close to good schools may appeal to families looking for a longer-term rental.
Understanding who is most likely to rent a property enables agents to tailor marketing messages, photography, and advertising channels more effectively. It can also help landlords understand realistic expectations around rent levels, tenant demand, and property improvements.
However, tenant targeting must be carefully balanced with anti-discrimination requirements. Under the Renters’ Rights Act, landlords and agents cannot refuse applicants simply because they have children or receive benefits. Marketing should therefore focus on the property’s suitability rather than attempting to exclude particular groups.
Create high-quality marketing materials
Professional, well-presented marketing can significantly increase enquiries and viewing requests.
When preparing a property for marketing:
- Use clear, high-resolution photographs
- Take images during daylight hours where possible
- Ensure rooms are clean, tidy, and well presented
- Remove unnecessary clutter that may make spaces appear smaller
- Include photographs of key features such as gardens, parking spaces, and outdoor areas
Virtual tours and video walkthroughs have become increasingly popular and can help prospective tenants assess a property before booking an in-person viewing. This can be particularly helpful for relocating tenants or applicants moving from another part of the country, and it can help agents save time by ensuring they’re only arranging viewings for tenants who are genuinely interested.
Highlight features that matter
Different tenant groups value different features, but some amenities consistently attract interest.
These may include:
- Dedicated home-working space
- Fast broadband availability
- Energy-efficient heating systems
- Off-street parking or EV charging facilities
- Secure bicycle storage
- Outdoor space such as gardens, balconies, or patios
- Proximity to transport links, schools, or local amenities
Since tenants now have stronger rights to request permission for pets, landlords and agents should agree how they intend to approach pet requests before marketing begins.
Ensure property listings are accurate
Property descriptions should be clear, factual, and transparent.
Agents should avoid exaggerating room sizes, facilities, or local amenities. Misleading advertising can erode trust and potentially lead to disputes later in the tenancy.
Listings should clearly state:
- Monthly rent and whether bills are included
- Deposit requirements
- Council tax band
- EPC rating
- Available date
- Key features and facilities
- Whether parking or outdoor space is included
Accurate listings help attract applicants whose expectations align with the property, reducing wasted viewings, and failed applications.
Price properties realistically
One of the most important conversations agents have with landlords concerns rent levels.
While demand remains high in many areas, overpricing can lead to longer void periods and reduced interest. Agents should use local market evidence and comparable properties to recommend a realistic asking rent.
It is also important to remember that rental bidding is now prohibited. Landlords and agents cannot invite, encourage or accept offers above the advertised rent. This means advertised pricing must accurately reflect the rent the landlord wishes to achieve, and should be in line with the market average.
Providing landlords with local market data and evidence-based recommendations can help manage expectations and support faster lettings.
Time marketing campaigns effectively
Understanding local market trends remains an important part of successful property marketing.
Depending on location, demand may be influenced by:
- University accommodation cycles
- Local employment patterns
- Military postings
- School admission periods
- Regional economic developments
Although demand exists year-round in many areas, planning marketing campaigns around peak enquiry periods can help reduce voids and achieve stronger applicant numbers.
Be prepared for tenant questions
Tenants are increasingly informed about their rights and may ask detailed questions before applying for a property.
Agents should ensure they can provide information about:
- Tenancy arrangements
- Pet request policies
- Energy performance
- Safety certificates
- Property maintenance responsibilities
- Rent review procedures
Supporting landlords through a changing market
The role of the letting agent has changed significantly in recent years. Beyond marketing properties, many landlords now rely on agents for advice on compliance, tenant selection, tenancy management, and risk mitigation.
Agents can add value by helping landlords:
- Set realistic rents
- Understand advertising and discrimination rules
- Prepare compliant tenancy documentation
- Understand possession procedures
- Keep up with changing legislation
- Review insurance and risk management arrangements
Proactive advice and professional guidance can help landlords remain compliant while maximising the performance of their rental investments.
This article is intended as a guide only. Please note that legislation does change, it is always best to check the most up to date guidance on gov.uk. Most landlord insurance policies arranged by Alan Boswell Group also have access to a legal advice helpline where policyholders can seek further advice.
