How Do I Make a High Quality Property Ad?

We have provided an easy way to measure the quality of your property ad, the Ad Quality Score.

The Ad Quality Score measures the quality of your ad based on the information you've included. It's expressed as a percentage e.g. 50% would represent an ad that needs some work.

You can improve the quality of the ad by making sure you've included the following:

  • High quality photos - at least 5
  • Key features of your property - up to 10
  • A description of your property and the location
  • A description of each room (see the Rooms tab)

You can edit your ad at any time so if you have any ideas for improvement you can add them whenever you like.


Adverts that include more than 5 photos receive on average 12% more leads and are let 1 day faster.

Always put the best photos first - over 74% of traffic is on a mobile device where only the first photo will be seen in the search results.

Descriptions and Key Features

You only have a short time to capture a tenant's attention. Make sure that you utilise all 10 key features and keep your descriptions concise.

Include all the vital property information in the property description and avoid duplicating the location, property type and number of bedrooms.

All the details you input in your key features and property description will help your property appear top of the page in relevant keyword sort searches.

Property Ad Content Rules

Property ad content will be automatically filtered to remove phone numbers, email addresses, website links and domain names.

Contact details are not permitted in the ad descriptions or within images.

Property ads will be checked before they are published. An ad moderator will ensure that that phone numbers, email addresses, website links and domain names have been removed and that appropriate language is used to describe the property.

Energy Performance Certificates

Energy Performance Certificates (EPCs) are needed whenever a property is rented. You must order an EPC for potential buyers and tenants before you market your property to rent.

An EPC gives a property an energy efficiency rating from A (most efficient) to G (least efficient) and is valid for 10 years. You will receive a certificate and a URL to the EPC which you can include in your properrty listing.

You can look at an EPC for your own property or for other properties free of charge. This lets you compare your home’s energy performance with that of similar homes.

Find an EPC.

New Material Information Guidelines

Part A of the Trading Standards guidelines states that you need to include information about all “unavoidable costs” on your listings to help home movers make an informed decision about a property by understanding its true cost.

Lettings property listings now need to include:

  1. The deposit payable
  2. Council Tax Bands for England, Wales and Scotland (rates for Northern Ireland)

The information required by the guidelines should be added in the Property Description field so that it displays on your listings.

More help: Letting Your Property