That’s why our recent podcast conversation with Rebecca Nixon - strategic marketer and PropTech growth specialist - felt like essential listening. She unpacked what so many landlords, developers and agencies miss: that marketing is not a nice-to-have. It’s the strategic glue that links your property, your values, and your audience.
From Reactive to Proactive: Why the Market Has Shifted
As Rebecca points out, traditional marketing in property often looks like this: reactively posting listings, creating content for content’s sake, and confusing visibility with value.
But the London rental landscape has changed. Tenants are more informed. BTR and PBSA schemes are growing. Investor expectations are rising. And your prospective renters are interacting with your brand long before they speak to an agent.
That means your marketing needs to do more:
• Set the tone for your portfolio
• Build trust with international and domestic tenants
• Communicate quality, consistency and service
Why Emotion & Evidence Both Matter
What really sets Rebecca’s approach apart is her belief that great marketing speaks to both head and heart. Investors and landlords might think their audience makes rational decisions - but tenant choices, leasing decisions, and even investment confidence are driven by feelings, not just facts.
As a property operator or landlord, ask yourself:
• Does your brand feel premium, approachable, modern or aligned with your ideal resident?
• Does your marketing back up the experience your residents actually get?
• Are you telling a coherent story - from listing to renewal?
At base, we help our clients get this right. From high-impact listings to full-service property marketing and management, we ensure that your brand experience supports your asset performance.
Why Strategic Marketing Supports Asset Performance
Rebecca’s insights align with our philosophy: a well-marketed asset performs better.
• Higher-quality enquiries mean better tenants, longer retention and fewer voids
• A clear value narrative supports yield and reduces discounting pressure
• Thoughtful content builds trust - especially with overseas or NRL landlords who rely on reputation
Whether you’re operating a 20-unit BTL portfolio in Hackney or launching a 300-bed PBSA site in Shoreditch, marketing isn’t the end of the journey. It’s part of the operational strategy that drives your returns.
What This Means for London Landlords & PRS Operators
If you own or operate residential property in London - especially in a high-stakes rental market like ours - Rebecca’s advice is a blueprint:
• Invest in your message, not just your materials
• Create consistency across every tenant touchpoint
• Measure what matters (conversions, renewals, referrals - not likes)
Marketing doesn’t end when the listing goes live. It’s embedded in the experience, the reputation, and the retention your property achieves.
And if you’re working with base, it’s embedded in everything we do.
Final Thought: Story Is Strategy
Rebecca Nixon reminded us that in property - just like in people - clarity builds trust. And trust builds business.
So if you’re a landlord, investor, BTR or PBSA provider looking to level up your returns in London’s competitive market, make sure your marketing isn’t just visible - it’s valuable.
Because when your story aligns with your strategy, that’s when your property truly performs.
