“For sale” boards under scrutiny as agents accused of misuse for branding – London Wallet

The ‘For Sale’ and ‘To Let’ board remains one of the most recognisable 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 beginning online, estate agents have increasingly strengthened their digital presence alongside their own websites. However, physical boards remain a constant feature on streets across the UK, with many firms continuing to use a mix of online advertising and traditional on-the-ground marketing.

Because boards act both as a marker for individual properties and as ongoing local advertising for agencies across all price brackets, some agents are keen to keep them in place even when a property is no longer actively being 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 multiple ‘for sale’ signs up on houses that have been there for months,” said Nathan Kider, founder of Nathan K Real Estate, who wants tighter controls.

“The market is volatile currently and this looks like it is becoming a tactic to drum up business which is ethically wrong,” he continued. “I think the Property Ombudsman needs to take a closer look as the profession works best when there is total honesty and transparency.”

Local councils across the country have taken action against estate agents, with many others actively investigating so-called fly-boarding.

“It falsely creates an impression that the local property market is dynamic or that a particular estate agent is popular,” added Kider. “Companies do this to gain more brand recognition and boost business, or to perhaps make an area look more up and coming. But it’s wrong to blatantly mislead customers.

“Thankfully, the vast majority of estate agents play fair but we could do without this rogue practice, particularly when people are finding the market difficult to navigate because of so many economic uncertainties.

“These rogue signs are giving false hope, which can be even more damaging to the market.”