When John Reith first took charge of the BBC in the 1920s, he saw broadcasting not as a playground for advertisers but as a public duty. His now-famous philosophy – “to inform, educate and entertain” – was a moral mission: a belief that communication should enlighten, uplift, and connect people.

A century later, that same idea could (and should) be guiding lettings agents through one of the biggest shifts our industry has ever faced.

The Renters’ Rights Bill has finally careered into its final furlong, hurtling along like a Grand National horse that has unseated its jockey – devoid of navigation, yet convinced it’s bound for glory. And while the headlines focus on the challenges, there’s a huge opportunity here for agents who establish themselves as the trusted voice guiding landlords through the change.

According to the recent Voice of the Agent report, 52% of landlords say they feel some level of unpreparedness about the Renters’ Rights Bill – including 7% who haven’t even heard of it. That’s not just a knowledge gap, it’s a marketing opportunity. And if you want to seize it, you could do far worse than follow Reith’s timeless triad.

Inform

In a fog of confusion, the agent who can clearly and calmly explain what’s actually changing will stand out. Forget jargon and sales pitches – just give people the answers they are looking for. Create explainers, short videos, knowledge hubs and webinars that help your audience understand what’s happening and how it affects them. Information is currency right now, and the market is hungry for it.

Educate

Those who can, teach. And those who teach, earn trust. When you position yourself as an educator – not just a service provider – you elevate your status. You become the person landlords rely on to make sense of complexity. Deliver education without expectation. Share knowledge because it helps, not because it sells – the instructions will follow, because you will be visible enough for your market to find you when they need you.

Entertain

Reith might not have been on TikTok, but he knew that education only works if people are engaged. So yes – inform and educate, but don’t forget to entertain. Inject your own personality, be memorable, stand out. The truth is, your audience can get the facts from ChatGPT, but they will only truly connect with a human.

Let people find you because of what you know, but make sure they remember you for who you are.

Taking the initiative

If the Renters’ Rights Bill represents uncertainty, it also represents opportunity – for leadership, creativity, and connection. And yes, to earn lots of money if you get this right.

Reith’s mantra might be a century old, but it’s never been more relevant. Agents who step up now and make themselves the go-to voice in their market will come out stronger, with deeper relationships and a loyal audience who trust them beyond transactions.

Toby Martin is chief content officer at We Are Unchained. His free webinar, “How To Market The Hell Out Of The Renters’ Rights Bill” is available here.

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