Poor vs great property marketing – Why it matters when selling or letting

Selling or letting a property in London or anywhere in the UK requires careful planning to secure the best outcome. In a competitive market like London, marketing a property in its best light is the main factor in determining how quickly and successfully a property sells to a buyer or lets to a prospective tenant.

You only get one chance to create the right first impression when marketing and listing your property. You cannot let bad images, incorrect descriptions, spelling mistakes and other marketing errors jeopardise the outcome of your efforts.

Many industry experts with decades of sales and letting experience have taken a critical view of how some agents lack the right marketing approach. For homeowners and landlords, the difference between poor marketing and the right marketing can mean months on the market or a quick result in just a few days. It will likely affect the for-sale or to-rent value and the quality of buyers or tenants.

Consider the difference between poor and great marketing of a property and the impacts. Afterall, everyone wants the highest price in the quickest time but to achieve this, a few things are essential.

What’s poor or average property marketing

If marketing is viewed as an expense or worse still an afterthought, it will be reflected in poor quality of images and impact the overall appeal.

The real cost of poor marketing

Many agents cut corners by saving money on marketing – not just small agents but some notable large agents too – data around poorly marketed properties show they take much longer to sell and often because the listings become stale, leading to lower sales and rental prices.

Our own research carried out across the main UK property portals revealed that properties marketed with four photos or fewer had an average asking price difference of almost £80,000 compared with those listed with five or more images. Even in London, where overall prices are higher, there was a noticeable difference of nearly £125,00 (31%) in asking-price averages.

The financial impact of poor marketing of a property

Lower sale prices – Many buyers perceive poorly marketed homes as less desirable, and their below-average offers reflect that.

Longer time on the market – Unappealing visuals and bland descriptions mean fewer people notice or show interest in such properties.

Forced price revisions – Due to inactivity and things not moving ahead, many sellers are forced to reduce their asking price and landlords will have to lower the rent or suffer longer void periods.

What great property marketing does differently

Marketing a property for sale or rent is strategic and must never be treated as just a checkbox – great marketing delivers measurable results.

Professional photography and videography

High-resolution images captured by a professional photographer, along with a video showing all aspects of a property in its very best light including outside space, will stand out from other listings, especially in a competitive market where similar properties nearby are available.

Compelling and intent-driven copy

Descriptions should be clear and target the right questions to pique interest, leading to more views and potential enquiries.

Data-led pricing strategy

Properties priced accurately, taking into account factors like average listed asking prices in the area or postcode, attract more serious buyer and tenant enquiries. A good estate agent or letting agent should be able to provide you with local insights and a practical appraisal that serves the required outcome.

Maximum exposure and cross-channel promotions

In addition to listing a property on their own website and the best UK property portals, a professional agent should be experienced and have a good marketing strategy for getting your property the right exposure. They should also be able to target local and international databases and social media platforms to maximise reach.

Here are some tips to help sell a home quickly.

How Benham and Reeves can help with property marketing

For us, marketing a property professionally is a core competency area and also one of the main drivers of success for our landlord and homeowner clients.

Here’s how we make sure every property instruction is presented to maximum potential.

Striking visual content

Whether it is a studio apartment or a mansion, our in-house team of professional photographers and videographers ensure every aspect of the property is captured, and we select the best aspects and footage to make a property look its very best.

International buyer and tenant reach

Thanks to our global offices and teams, the properties we market reach international audiences through their feeds, as they do locally in London and the UK.

Dedicated Japan Desk

Our Japan team of 10 people secure homes exclusively for Japanese professionals from Japan. This is a specialist area and one which few if any agents are able to offer.

Dedicated China team

Our China team, based in London, China and Hong Kong secure homes in London for Chinese students and professionals from China. This is a specialist area and one which few offer sellers and landlords.

Multi-channel promotions

We run campaigns on Meta and Google, and send timely emailers and other marketing collateral across different online platforms to optimise reach and digital traction.

Accurate valuations and data-driven pricing

Our accurate and free sales and rental valuations allow sellers and landlords to get the right asking price that generates genuine interest from buyers and tenants.

Track record and legacy

Having been working at the heart of the London property market for more than 65 years, our expertise makes us a trusted partner for property buyers, sellers, landlords, developers, investors and tenants.

You can check out the range of services we offer to make your investment journey smooth and hassle-free. Or take a look at our feedback reviews, see what our customers think about our service.

Why great property marketing matters in London’s competitive market

The property market is now more digital and dynamic than ever. While technology has improved the scope and reach of your property, it also means your target audience now has more choice, and the likelihood of them spending time on your listing depends on how you present it.

• Buyers and tenants are selective, so capturing the right features and highlighting unique selling points is crucial.
• Professional marketing hits the right spots to deliver the best outcomes.
• Instructing the right agent can determine how well your property is marketed, the results it achieves and how fast you get there.

For more insights, we have a detailed lettings guide for landlords and a comprehensive selling guide for homeowners.

Conclusion: Marketing quality = Better outcomes

In summary, poor marketing is a very costly mistake – it results in minimal or no engagement which in turn means lower prices and long voids for landlords and long periods to sell. Professional and strategic marketing, on the contrary, has the opposite effect and will usually mean the highest price in the quickest time. Therefore, only choose an agent that treats marketing with as much enthusiasm as they do when they win your instruction.

Speak with an expert from our team to learn more about effective ways to market your London property.