The ‘For Sale’ and ‘To Let’ boards remain one of the most recognized tools in UK property marketing, even as agents continue to invest in digital channels including social media, email campaigns, SEO and property portals.
With most property searches now starting online, estate agents have strengthened their websites as well as their digital presence. However, physical billboards remain a constant feature on streets across the UK, with many companies continuing to use a mix of online advertising and traditional on-the-ground marketing.
Because the boards act as a marker for individual properties and as ongoing local advertising for agencies in all price ranges, some agents are willing to maintain them even when the property is not being actively marketed. That practice is now under scrutiny, with one property consultant calling for tighter controls on their use.
“You walk down many streets in London and there are ‘for sale’ signs on houses that have been there for months,” said Nathan Kidder, founder of Nathan’s Real Estate, which wants tighter controls.
He further said, “The market is currently volatile and it seems that this is becoming a strategy to grow the business which is morally wrong.” “I think the Property Ombudsman needs to take a closer look at this because the profession works best when there is complete honesty and transparency.”
Local councils across the country have taken action against estate agents, with many others actively investigating so-called fly-boarding.
“This creates the false impression that the local property market is dynamic or that a particular estate agent is popular,” Kidder said. “Companies do this to gain more brand recognition and promote business, or perhaps to make an area appear more up-and-coming. But it is clearly wrong to mislead customers.
“Thankfully, most estate agents play fair, but we could do without this rogue practice, especially when people are finding it difficult to navigate the market due to the many economic uncertainties.
“These rogue signals are giving false hope, which could be even more damaging for the market.”