The property market has shifted noticeably over the past year. Enquiry levels, buyer and tenant behaviour, and affordability have all influenced how quickly properties are selling or letting, and how they need to be marketed.

For a long time, the approach to property portals was straightforward: be on the biggest platform and you’ll get the best results. But in today’s market, it’s not just about where your property is advertised, it’s about how effectively that exposure translates into results.

A changing landscape

Over the past six months in particular, we’ve experienced a quieter period than usual. Properties, both for sale and to let, have taken longer to generate interest, which isn’t something we’ve typically seen.

There are a number of possible factors behind this. Affordability remains a key consideration, and we’re also seeing shifts in behaviour, with more people taking their time before committing. In lettings, demand has become more seasonal, with student activity creating sharper peaks rather than steady, year-round enquiries.

As a result, marketing needs to work harder than ever.

Rethinking portal strategy

There’s no doubt that Rightmove remains one of the UK’s most recognisable property platforms, particularly when it comes to sales, where broad exposure to buyers is essential.

At the same time, platforms such as Zoopla and OnTheMarket have continued to strengthen their position, offering competitive reach across both sales and lettings.

Our approach reflects a careful review of performance, cost, and results.

We continue to utilise Rightmove for our sales properties, where its visibility supports buyer reach. However, when assessing overall value, particularly within lettings, we’ve found that Zoopla and OnTheMarket are currently delivering more consistent and cost-effective results.

For that reason, we’ve focused our marketing strategy on the platforms that are generating the strongest return for our clients across both sales and lettings.

What “value” really means

Value isn’t simply about cost, it’s about what that cost delivers.

For our clients, that means:

• High-quality enquiries, not just volume
• Strong, timely interest in a property
• Efficient sales and letting processes
• Avoiding unnecessary marketing spend where it isn’t producing results

By taking a more considered approach, we ensure that every part of the marketing strategy is aligned with achieving the best possible outcome.

A more tailored approach

The days of a one-size-fits-all marketing strategy are behind us. Today’s market requires flexibility, awareness, and a willingness to adapt.

We continually review:

• Where enquiries are coming from
• Which platforms are performing best
• How buyer and tenant behaviour is evolving

This allows us to adjust our approach in real time and ensure that both sales and lettings properties are being marketed as effectively as possible.

Looking ahead

We’re now starting to see a steady increase in activity again, particularly with student demand returning. While that’s encouraging, it also highlights the importance of staying commercially aware and responsive to change.

Our priority remains simple: to deliver the best possible exposure and value for every client, whether they are selling or letting their property.

Because in today’s market, success isn’t just about being everywhere, it’s about being in the right places, with the right strategy.