Your property marketing strategy plays an important role in how quickly you find the right tenant or buyer.
With so many people looking for somewhere new to live, making sure your properties are visible in the right places can make a real difference. In 2024–25, approximately 1.8 million households moved home in England, according to the English Housing Survey, with around half of those moves involving private rented dwellings.
For property providers such as housing associations, councils and estate agents, the challenge isn’t necessarily finding one marketing channel that works. It can be about making sure your properties are visible across a range of channels, so you have more opportunities to reach the people who are looking for them.
Your own website, Rightmove, Zoopla, social media, email marketing and specialist property websites can all play a role. Using additional channels doesn’t mean replacing the ones that already work for you. It means giving your properties more opportunities to be discovered.
Here are five reasons why a multi-channel property marketing strategy could help you find new tenants and buyers quicker.
Benefit 1: Reach more potential tenants and buyers
People don’t all search for their next home in the same way.
Some people will go directly to Rightmove or Zoopla. Others will search Google for a particular type of property or a particular location, while some may go directly to the website of an estate agent, housing association or other property provider.
There are also people looking for specific types of housing who may use more specialist searches. They could be looking for Shared Ownership, affordable housing, over-55s accommodation, new build homes, pet friendly rentals, homes that accept benefits or properties in a particular area.
The more relevant places your properties appear, the more opportunities you have to reach these different audiences.
This doesn’t mean that every property needs to be advertised everywhere. It means considering whether there are additional channels that can put your homes in front of people who may not have found them through your existing marketing.
After all, if someone doesn’t see your property, they can’t enquire about it.
Benefit 2: Find new tenants and buyers quicker
For many property businesses, speed matters.
An empty rental property can mean lost rental income while you’re waiting for a new tenant. A property that is taking longer to sell can mean additional costs, more time spent marketing it and a longer wait before the transaction completes.
Getting your properties in front of more relevant people doesn’t guarantee that they will let or sell immediately. However, it can create more opportunities for the right person to see the property, make an enquiry and ultimately become a tenant or buyer.
This can be particularly important for properties that are harder to let or sell.
A property may be perfectly suitable for someone, but they need to know it exists first. An additional marketing channel can give that property another opportunity to be discovered.
The aim isn’t simply to generate more views for the sake of generating more views. It’s about getting your properties in front of people who are actually looking for a home.
Benefit 3: Reduce your reliance on a single marketing channel
Property marketing can change quickly.
Search behaviour changes, advertising costs change, algorithms change and different websites attract different audiences. A channel that performs particularly well today may not necessarily deliver the same results forever.
That doesn’t mean you should stop using channels that work.
For many estate agents and property providers, their own website, Rightmove and Zoopla will remain important parts of their marketing strategy. However, there is no reason those channels have to be the only places where your properties are promoted.
Having several routes to market can give you more flexibility.
If one channel is quieter than usual, other channels can continue to generate visibility and enquiries. If a particular type of property isn’t performing well through one route, another audience may respond differently.
It’s about building a more rounded marketing strategy rather than putting all your reliance on a single source of potential tenants and buyers.
Benefit 4: Use different channels for different purposes
Not every marketing channel has to do the same job.
Your own website is an important destination because you control the branding, property information and enquiry process. You may also want potential tenants and buyers to visit your website so they can discover more about your organisation and other properties.
Rightmove and Zoopla can provide access to large audiences of people actively searching for property.
Social media can help you reach people who may not currently be searching on a property portal but could be interested in a particular property, development or location.
Specialist property websites can provide access to more specific audiences. This is where an additional channel can become particularly useful. Rather than asking which property website should replace another, a better question can be:
What additional audiences could we reach by using another channel?
That approach allows each channel to play its own role.
Benefit 5: Drive more traffic and enquiries through your own website
Using additional property marketing channels doesn’t necessarily mean giving up control of the customer journey.
In some cases, an additional property website can act as a source of traffic, sending potential tenants and buyers through to your own website or individual property pages. This means your own website remains the destination for the enquiry.
Someone might discover your property while searching on another website, click through to your property page and then make an enquiry directly with you. You have effectively gained another route for potential customers to reach your website.
This can be particularly useful for organisations that already have a strong website but want to increase the number of people who discover it.
Your website doesn’t necessarily need to change. You may simply need more people to find it.
Should you use additional property marketing channels alongside Rightmove and Zoopla?
For many estate agents and property providers, Rightmove and Zoopla are already an important part of their marketing strategy.
The argument for using additional channels isn’t that these platforms don’t work. It’s that potential tenants and buyers don’t necessarily use one website exclusively when looking for their next home.
People compare properties, search different websites, use Google, visit estate agent websites and look for specialist types of accommodation. Giving your properties additional exposure can therefore complement the marketing you’re already doing.
The same applies to your own website. Having a property listed on your website is essential, but that doesn’t automatically mean everyone who might be interested in it will find it. Additional marketing channels can help bridge that gap.
Can additional marketing help with hard-to-let properties?
It can be particularly useful when a property isn’t generating the level of interest you need.
There can be many reasons why a property takes longer to let. It could be the location, price, property type, availability, eligibility requirements or simply that the right tenant hasn’t found it yet.
Putting the property in front of a different audience gives you another opportunity to find someone who is looking for exactly what you’re offering. The same principle can apply to properties that are more difficult to sell.
You don’t necessarily need to change the property or the price immediately. Sometimes you need to consider whether enough of the right people are seeing it.
What about specialist property searches?
This is becoming increasingly important as people search for homes based on more than just location and price.
Someone might be looking specifically for a pet-friendly rental. Someone else may need an accessible home or supported accommodation. Another person might be searching for Shared Ownership, an over-55s property or a new build home.
These aren’t necessarily the searches that everyone makes on a general property website. Specialist marketing channels can therefore give you another way to reach people with a particular housing need or preference.
For property providers with a range of different homes, this can be a useful part of a wider marketing strategy.
Does using more property marketing channels have to be complicated?
It shouldn’t. The purpose of using additional channels is to create more opportunities, not to create another complicated process for your marketing team.
Where possible, property information should be easy to manage and keep up to date. The channel should also have a clear purpose and provide enough value to justify the time and cost involved.
You don’t need to be everywhere. You need to be visible in the places where the people you’re trying to reach are looking.
How can MovingSoon help property providers find tenants and buyers?
At MovingSoon, we believe finding new tenants and buyers for your homes shouldn’t be complicated.
MovingSoon can be used alongside your existing property marketing channels, including your own website, Rightmove, Zoopla and other sources of enquiries.
There are two ways we can help. You can use MovingSoon as an additional source of traffic, with potential tenants and buyers clicking through to your own website or individual property pages.
Or, where appropriate, you can list properties directly on MovingSoon and give people another place to discover your homes. The important thing is that we’re not asking you to replace the channels that already work for you.
We’re giving your properties another opportunity to be seen.
Why does property marketing need more than one route to market?
There are millions of households moving home, renting, buying and looking for different types of accommodation.
The challenge for property providers and estate agents is making sure their properties are visible when those people are searching. Using multiple marketing channels can help you reach different audiences, create additional opportunities for enquiries and reduce your reliance on a single source of demand.
Your own website can remain your main destination. Rightmove and Zoopla can continue to be important sources of visibility. And additional channels can help you reach people who may not have found your properties otherwise.
Ultimately, it’s about giving your properties the best possible opportunity to be discovered by the right people.
Finding new tenants and buyers for your homes shouldn’t be complicated.
At MovingSoon, we’re helping property providers and estate agents get their homes in front of more people who are looking.
The aim is simple: help you find new tenants and buyers quicker.
