There’s a misconception in the rental world that letting agents simply hand over keys, collect rent, and call it a day. Anyone in the industry knows that couldn’t be further from the truth. But here’s the problem. If we’re not explaining what we actually do, we can’t blame anyone for believing that.
As an industry, we’re not great at promoting our work. We deal with more than 170 pieces of legislation, manage safety standards, right to rent checks, deposit protection, compliance audits and maintenance issues, all while balancing the needs of landlords and tenants in one of the most regulated sectors in the UK. Yet to the outside world, that is invisible.
That lack of visibility is costing us.
When a landlord questions your fees or a tenant assumes you are just an obstacle between them and the property, it is usually because they don’t understand what goes on behind the scenes. Agents who are open about their processes and proactive about education are the ones seeing better client relationships and fewer disputes.
The Renters’ Rights Act is forcing every letting business to work harder than ever before. Compliance has moved from background admin to a frontline job. Local authorities are increasing enforcement, and smaller agencies are feeling the pressure of constant regulation and rising costs. Against that backdrop, staying quiet about your workload makes no sense.
It is time for agents to take ownership of the narrative.
That means showing your value through action and communication. Tell your landlords when new laws change how you operate. Explain why training matters, why you invest in software, and why your compliance officer exists. Break down what is involved in a single tenancy from start to finish: the referencing, legal notices, safety checks, inspections, deposit handling and accounting. Show that you are managing an entire system, not just a rent payment.
Too often, agents assume clients do not want the detail. But the truth is that the professional landlords of today do want the detail. They are running portfolios as businesses and expect transparency and measurable value. If you do not explain what your service delivers, someone else will undercut you with a cheaper fee and an empty promise.
Education should not stop at clients. It needs to reach the wider community too. The public’s view of letting agents has been shaped by years of bad headlines and lazy stereotypes. The only way to change that is for good agents to speak up in their local areas, online and in the press. Run information evenings, partner with councils, and share your expertise publicly. Every time you explain how you protect tenants or keep homes compliant, you chip away at the outdated image that we are just middlemen.
We cannot wait for someone else to fix the industry’s reputation. It starts with us.
The best agencies already do this. They publish guides, share updates, run webinars, and talk openly about the reason behind their work. They do not just market properties. They market their professionalism. It pays off, not only in stronger client loyalty but in growing trust from the public too.
The Renters’ Rights Act has put lettings back in the spotlight, and this time we have a chance to steer the conversation. If we are clear, confident and consistent about what we do, we can change how landlords, tenants and the public see us.
When people truly understand what letting agents do, it changes how they value us.
We cannot afford to stay quiet anymore.
Sophie Lang is Co-Founder of Lang Llewellyn & Co.
Renters’ Rights Act: The real trouble begins on 27 December, not in May
“Take ownership of the narrative” – for certain, but I’d argue information overload for prospective clients isn’t the solution.
When I take my car for a service, I don’t expect or need the mechanic to educate me on the intracacies of suspension joints – I trust them to do the work.
In estate agency, we don’t trust agents because of their expertise. We trust them because of their character. Have they integrity; are they determined, cautious or precise?
Focus on competence might win respect – transparency of character wins trust. Those with implicit trust pick apart the respected agencies and those who simply rely on brand awareness in order to convince and convert.
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I agree that character and integrity are what ultimately build trust. But the reality is landlords only see those traits if we give them something to judge us on. They can’t assess integrity in a vacuum. They learn it by watching how we show up, how we communicate, and how we explain the decisions we make on their behalf.
This isn’t about drowning people in jargon. It’s about being visible, consistent, and clear about why we do what we do. Some landlords – especially the newer or more inexperienced ones – don’t always know what’s required behind the scenes. If we don’t explain it, it looks like nothing is happening. And if it looks like nothing is happening, our fee feels unjustified.
Cheap alternatives rely on that gap. Agents who communicate well aren’t showing off. They’re proving their value, demonstrating judgement, and giving clients confidence that their asset is being protected. That’s how you differentiate yourself, justify your fee, and build real trust.
Trust doesn’t appear out of thin air. It comes from showing your work, showing your standards, and showing up consistently.
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The problem is all agents say the same thing
They all say they offer a personal and excellent service
I sell houses as a developer they all tell a great story
It is only when you appoint that you find out if they are any good or not
I do a lot more checks than just the appointment at the site before I appoint
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You’re right. Most agents say the same things. “Personal service”, “high standards”, “attention to detail” — it’s all background noise until you actually see how they work. That’s exactly why agents need to show what makes them different instead of relying on empty lines.
The agents who stand out are the ones who show up consistently, share their thinking, demonstrate their standards, and make it obvious they care about the job. This is a career, not a script. For some of us it’s a lifelong commitment, not a day job, and that passion needs to be visible to the people trusting us with their biggest asset.
Developers like you already know to dig deeper before appointing. Many landlords don’t. They’re comparing fee to fee and hearing the same promises from everyone. If agents don’t demonstrate value, they get lumped in with the rest.
Agents are, on the whole, terrible marketers. They do the work but rarely explain it. The whole point of the article is encouraging agents to stop hiding in the shadows and start showing their worth, their judgement, and the standard they hold themselves to. That’s how clients make better choices — and how the good agents finally separate themselves from the pack.
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