Marketing for Letting Agents: The Complete Guide

Letting agent marketing is fundamentally different from sales agent marketing. Your audience is different, your conversion cycle is different, and the metrics that matter are different. Yet most marketing agencies treat lettings as an afterthought, bolting it onto a sales-focused strategy.

This guide covers marketing specifically for letting agents and property management companies. Whether you are a dedicated lettings business or the lettings arm of a sales and lettings agency, these strategies will help you attract more landlords and grow your managed portfolio.

The letting agent marketing challenge

Letting agents face a unique set of marketing challenges:

• Two audiences. You need to attract landlords (your revenue source) and tenants (your landlords' customers). These require completely different messaging.
• Longer relationships. A letting instruction is not a one-off transaction. You are marketing an ongoing management service, which means trust and credibility matter even more than in sales.
• Regulatory complexity. NTSELAT, client money protection, deposit schemes, licensing. Your marketing needs to communicate professionalism and compliance without being dry or boring.
• Portfolio growth focus. Success is measured in managed units, not individual transactions. Marketing needs to deliver a steady stream of new landlords, not seasonal spikes.

Landlord acquisition: the priority

Growing your managed portfolio starts with attracting new landlords. Here is what works.

Google Ads for landlord searches

When a landlord searches "letting agents [your area]" or "property management [your town]", they are looking for someone to manage their property. Google Ads puts your agency at the top of these results immediately.

Target keywords like:

• "letting agents in [area]"
• "property management [town]"
• "let my property [area]"
• "landlord services [town]"
• "find a letting agent near me"

Landlord-focused content

Create content that answers the questions landlords are searching for: "How much do letting agents charge?", "Do I need a letting agent?", "Landlord responsibilities in 2026", "How to choose a letting agent". This content ranks in Google, builds authority, and attracts landlords at the research stage.

Email nurture for prospective landlords

Many landlords research for weeks or months before choosing an agent. An email nurture sequence keeps your agency front of mind with monthly market updates, rental yield data, and legislative changes that affect landlords in your area.

Your website: built for landlords

Most letting agent websites are designed for tenants searching for properties. That is important, but it should not be your homepage focus. Landlords are your paying clients, and your website needs to convert them.

• Dedicated landlord page. Not buried in the footer. A prominent page explaining your management service, fees, and what landlords get.
• Management fee transparency. Landlords want to know what they are paying for. Be upfront about fees and show the value they receive.
• Social proof from landlords. Testimonials from satisfied landlords, portfolio size, average void periods, and rent collection rates.
• Free rental valuation form. The lettings equivalent of a property valuation. Make it prominent on every page.

Social media for letting agents

Social media strategy for letting agents should balance two audiences:

• For landlords: Market updates, rental yield data, legislative changes, property investment tips, and managed property showcases.
• For tenants: Available properties, moving guides, area highlights, and tenant rights information.

LinkedIn is particularly valuable for letting agents. Many landlords are professionals or business owners, and LinkedIn content about property investment and landlord insights reaches them directly.

Local SEO for letting agents

The principles of local SEO apply to letting agents, but with different keyword targets:

• Optimise your Google Business Profile with "Letting agent" as your primary category
• Target "letting agents in [area]" and "property management [area]" keywords
• Generate Google reviews from landlords specifically (not just tenants)
• Create location pages targeting lettings-specific searches in each area you cover

Measuring success

The metrics that matter for letting agent marketing are different from sales:

• New landlord enquiries per month (your primary lead metric)
• Cost per landlord acquisition (marketing spend divided by new landlords instructed)
• Managed portfolio growth (net new units under management)
• Landlord retention rate (are you keeping the landlords you attract?)
• Average void period (demonstrates operational competence to prospective landlords)

Related reading

• Digital Marketing for Estate Agents: The Complete Guide
• How Much Does Estate Agent Marketing Cost?
• Local SEO for Estate Agents

Need help marketing your lettings business?

We work with letting agents and property management companies across the UK and Ireland. If you want a marketing strategy built specifically for growing your managed portfolio, book a free discovery call.