New launches: Tenants who register and keep in touch with us will be the first to know about new properties launching to the market so may be able to view a home before it has even gone online. This can mean that a let is agreed before anyone else has seen it, often at the guide price. We recently let a very attractive listed house that rented off-market to the first person who viewed it. With a lack of high-quality stock, there’s real demand for turnkey and rarely available properties, meaning they can rent to existing applicants before a marketing campaign is underway.

Discreet rentals: Whether a top-end property or a high-profile home, some privacy or security-conscious landlords require a very discreet marketing approach. In certain cases, a property might not have floor plans or photos available so an agent with excellent contacts is essential. Ensuring that there is no digital footprint of the property’s marketing history can be a major factor for some landlords. This is particularly prevalent in our Super Prime sector, where a significant number of properties are let off-market.

Letting off-season: Generally, the summer market is a popular time for families searching for a rental to move into before the start of the new school term. This time of year is often when a property will be looking its best too which allows a potential tenant to imagine the lifestyle they could have there, especially if it has a garden or some form of outside space. If a home is available outside the traditional rental seasons, a landlord might make the decision to offer it off-market. For landlords considering an off-market, off-season let, it is beneficial to instruct an agent who has a large database and a strong applicant register of tenants at all times.

Getting a strong price: Depending on the target demographic and the market conditions, off-market properties can even command a premium. We often see strong proposals put forward by tenants eager to secure the property before full marketing begins and who would prefer not to enter into a competitive bidding environment. Plus some applicants also place extra value on the fact that the photos and floor plan haven’t been in the public realm.

If you like the sound of letting off-market, here are a few tips: 

• Perfectly presented: Off-market properties tend to have fewer viewings than those being fully marketed, so it is essential to make every viewing count by ensuring that the home is well-presented inside and out. It’s key to remember that you get 30 seconds to create a lasting impression once a prospective tenant has walked in.
• Choose the right agent: If you’d like to let your property off-market, it’s vital you go with an agent who has a good database of contacts, rather than one whose enquiries mostly come from online methods. The same goes for tenants; registering will mean you’ll be made aware of launches that you’d otherwise miss.
• Is off-market right for you? Every marketing campaign we put in place for a property is bespoke and what works well for one home might not make sense for another. If exposure is the aim of the game, maximising marketing and social channels alongside the agent’s own connections will help ensure that the property is seen by a large pool of prospective tenants.

Further information

Contact Marielle Papadopoullos or Isabella Birch Reynardson

Savills Letting or Renting

Understanding the Renters’ Rights Bill