In a recent episode of The Viking Chats, Kristjan sat down with Dan Marsden, MD of The Probate Property Auction Company, to discuss why bland branding, vague communication and cookie-cutter service are holding landlords (and the agents they rely on) back.
For buy-to-let investors, BTR providers, and landlords managing portfolios in London or across the UK, the message is clear: clarity, confidence and character aren’t marketing luxuries... they’re business essentials.
💡 Landlords: What Do You Really Stand For?
Dan’s blunt advice to the property industry applies just as much to landlords as it does to agents: “If you try to appeal to everyone, you connect with no one.”
As a landlord or investor, this means choosing agency partners who
- Clearly communicate your property’s unique value
- Reflect your standards in how they operate
- Build relationships with tenants rooted in service, not just transactions
At Base, we’ve always been unapologetically ourselves. That’s why we attract tenants who stay longer, treat properties with care, and become advocates—not headaches.
🏘 Why Culture Beats Comps Every Time
In a race to the bottom on fees or a reliance on generic marketing tactics, many landlords end up working with agencies who treat tenants as numbers and properties as churn.
Dan and Kristjan discuss how the best-performing property brands today, especially in BTR (build-to-rent) and PBSA (purpose-built-student-accommodation), are those who focus on:
- Clear identity and tone of voice
- Brand consistency across every touchpoint
- Internal cultures that value tenants, not just leases
When you choose a letting agent with strong values and visible personality, you’re not just letting a flat... you’re making a brand statement. And that attracts the right tenants.
🔎 Visibility = Value
In an age of AI-driven search, voice tech and hyper-local SEO, landlords can no longer rely on portals alone to reach quality tenants.
Your property, and the agent who represents it, must be:
- Easy to find
- Easy to trust
- Easy to engage with
And all of that starts with a brand that stands for something.
Agencies like base don’t just turn up on Rightmove. We show up across platforms, in thought leadership, and in the conversations that matter to tenants.
🔥 You Don’t Need Bigger. You Need Braver.
Whether you’re a first-time landlord in Shoreditch, a seasoned BTL investor across Zones 1–3, or managing a BTR development or PBSA scheme in the capital, the truth is this:
Safe doesn’t scale. Bold builds trust.
Dan Marsden’s message is a wake-up call to the industry. As landlords, your biggest asset isn’t just the bricks and mortar—it’s the agency that communicates your values, maintains your investment, and protects your reputation.
So ask yourself:
- Does your current agent reflect your values?
- Do they stand for anything beyond listings and legal tick-boxes?
- Would you choose them again if your investment started today?
If not, it might be time to work with someone who does.
🎧 Hear the full conversation with Dan Marsden on The Viking Chats, streaming now on Spotify.
