A property post can reach a large audience while still failing to answer a prospective tenant’s basic questions. Before choosing a platform or paying to promote a listing, decide what a reader needs to understand about the home. Clear information and a reliable enquiry process matter more than an impressive view count.
Prepare the listing first
Check the address description, accommodation, rent, included services and availability against the actual offer. Use current photographs that represent the spaces being advertised. Explain when an outdoor area or entrance is shared. Do not let a short caption suggest that the tenant receives something which the full listing later excludes.
Keep claims supportable
The Advertising Standards Authority’s guidance explains the importance of avoiding misleading advertising. For a property post, ask what evidence supports each factual claim and whether something important has been omitted. Avoid unsupported claims that a home is the cheapest, the best investment or guaranteed to let. If the offer changes, update the public information promptly.
Protect the occupants
Before publishing photographs or video, check for personal documents, family photographs, identifying screens and security details. Discuss filming arrangements with the occupants and respect the agreed access process. Use only material you are entitled to publish. A publicly visible photograph is not automatically available for another business to reuse.
Give enquiries a proper route
Link to a current listing or a clear contact method. Do not invite people to publish identity documents, financial details or personal circumstances in a comment thread. Explain the next step and apply a consistent application process. Keep public responses factual and move private questions to an appropriate channel.
Measure useful outcomes
Record whether the post produces relevant enquiries and completed viewings, rather than judging it solely by likes. Note recurring questions and improve the listing where information is unclear. Remove or label unavailable properties so old posts do not create a false impression.
This is an editorial communications checklist for property businesses, not a promise of enquiries or a complete assessment of advertising and data-protection obligations. Review the applicable rules and platform requirements for the particular campaign. Reviewed 30 October 2026.
Source and further reading: https://www.asa.org.uk/resource/misleading-advertising.html