Imagine There’s No Rightmove: Preparing London Landlords for a Portal-Free Future

The Rightmove Reliance: A Risk Worth Considering

Rightmove is the UK's largest residential property portal, capturing approximately 90% of property searches online. For London landlords—whether managing a single flat or a vast portfolio—the platform has become a near-ubiquitous tool for marketing properties and finding tenants swiftly. But what if it suddenly disappeared? Or what if its effectiveness diminished drastically due to market shifts or new regulations?

Though there are currently no legal obligations associated with Rightmove usage, this thought experiment highlights a significant business risk: excessive dependence on a single marketing channel can leave landlords vulnerable to operational disruption and lost income.

Why It Matters to London Landlords

London's rental market is fiercely competitive. Properties often rely heavily on Rightmove’s extensive reach to attract suitable tenants quickly. Single-unit landlords may struggle with exposure, while larger portfolio holders and HMOs benefit from broad visibility to sustain high occupancy rates. Should Rightmove become unavailable, landlords could face:

• Reduced applicant numbers: Fewer viewings and longer void periods.
• Increased marketing costs: Emergency spend on less familiar channels.
• Operational disruption: Processes tied to portal listings needing overhaul.

Accidental landlords, unfamiliar with alternative marketing, may be particularly exposed.

Practical Steps to Mitigate Risk and Diversify Marketing

1. Audit Your Current Rightmove Dependence

Start by analysing your recent lettings data:

• What percentage of tenant enquiries derive from Rightmove?
• How long do listings stay live before securing tenants?
• Which properties are most dependent on the portal for visibility?

This will help benchmark your exposure and identify at-risk units.

2. Build and Maintain Robust Client Databases

A well-managed database of past, current, and potential tenants is a powerful asset:

• Regularly clean and update contact details.
• Segment lists by property type, location, and tenant preferences.
• Use email marketing tools to nurture relationships and promote new listings.

3. Develop Social Media and Content Marketing Skills

Social media platforms offer highly targeted marketing opportunities:

• Create engaging content such as property video tours, local area highlights, and testimonials.
• Use location-based advertising on Facebook, Instagram, and LinkedIn to reach specific demographics.
• Experiment with paid campaigns and boost posts for wider reach.

4. Engage Local Communities and Networks

Local visibility remains invaluable:

• Partner with community groups, local businesses, and councils for cross-promotion.
• Attend or sponsor local events, creating goodwill and direct leads.
• Build referral networks with existing tenants, offering incentives for tenant leads.

5. Explore Alternative Portals and Platforms

While Rightmove dominates, alternatives exist:

• Zoopla and OnTheMarket can supplement exposure.
• Specialist portals for HMOs or student housing may be appropriate.
• Property-specific Facebook groups or Nextdoor can also yield interest.

6. Train Your Team to Innovate Marketing Processes

Property teams should be encouraged to:

• Develop creative marketing concepts beyond traditional listings.
• Track and analyse effectiveness across channels using simple metrics.
• Stay abreast of emerging digital tools that could increase engagement.

Tailoring Approaches for Different Landlord Profiles

• Single-Unit Landlords: Focus on social media and direct networks to compensate for limited scale.
• HMO Operators: Build strong local referral and community links, emphasising tenant experience.
• Portfolio Landlords: Invest in professional marketing teams or agencies skilled in multi-channel campaigns.
• Accidental Landlords: Seek advice on digital marketing basics or partner with hybrid agents offering flexible marketing options.

Next Steps: Scheduling Your Strategic Review

Within the next 4–6 weeks, landlords should:

• Conduct the Rightmove reliance audit.
• Update or establish tenant/client databases.
• Schedule a workshop or training session on social media marketing basics.
• Reach out to local contacts for potential partnerships.
• Review current agency contracts to ensure flexibility in marketing channels.

How Rentals & Sales Can Support You

Our specialist landlord intelligence team offers:

• Portfolio marketing audits to identify channel risks.
• Compliance audits ensuring marketing aligns with fair housing law.
• Tailored social media strategy sessions to build digital skills.
• Pricing and occupancy strategy reviews to adapt alongside marketing changes.

We guide London landlords in building resilient letting strategies that withstand market shocks and enhance tenant engagement.

Disclaimer: This article aims to provide practical guidance and does not constitute legal advice. Landlords should seek professional counsel for specific compliance queries or contractual matters.