From Noise to Narrative: What Letting Agents Can Learn from Rebecca Nixon About Marketing That Works

Written By Carla Burnett

Letting agents today face more pressure than ever. Between rising expectations from landlords, the growing complexity of regulation, and the fast pace of PropTech innovation - many teams are so focused on doing that they rarely stop to ask: are we saying the right things, to the right people, in the right way?

That’s why our recent podcast episode with Rebecca Nixon was such a valuable listen. As a PropTech growth specialist and host of The PropTech Growth Podcast, Rebecca works closely with startups, agents, and industry suppliers to help them find clarity in their message - and purpose in their strategy.

This blog distils her insights for letting agents, property managers, and BTR/PBSA professionals. Because marketing isn’t just a ‘head office’ function - it’s part of every conversation, every process and every system your team touches.

1. Everyone in Your Business Is a Marketer

Rebecca’s message is clear: marketing isn’t confined to your Instagram feed or website copy. It’s:

  • How you explain a tenancy process to a tenant

  • The tone your team uses when chasing rent

  • The clarity of your check-in instructions

  • The follow-up you send after move-out

At The Depositary, we’ve seen this firsthand. Agents who bring care and consistency to the tenancy conclusion journey aren’t just “completing admin” - they’re reinforcing brand value, trust and professionalism.

2. Emotion Drives Decisions - Even in Property

While it’s tempting to see landlords and tenants as rational decision-makers, Rebecca reminds us that feelings often drive outcomes:

  • Does the landlord feel heard and respected?

  • Does the tenant feel like they’re in safe hands?

  • Does the agent feel confident and clear in their process?

By embedding empathy and emotional intelligence into your marketing - and your operations - you not only improve customer experience, but also internal engagement and team morale.

3. Strategy Over Scattergun: Be Proactive, Not Reactive

Many letting teams fall into the trap of “just getting something out.” Whether that’s content, email, or a last-minute campaign - without a clear plan, it becomes noise.

Rebecca advises agents to plan in 12-week sprints:

  • Define one or two core objectives

  • Map content and messages around key services or values

  • Create feedback loops between teams to spot what’s resonating

At The Depositary, this mirrors how we help agents improve process communications. Structured, measurable, and clear always beats reactive and rushed.

4. Internal Culture = External Clarity

If your team doesn’t understand your brand - your values, your standards, your voice - your customers won’t either.

Rebecca shared how aligning marketing with internal culture creates a virtuous cycle: better understanding leads to better service, which leads to stronger reviews, referrals, and long-term growth.

For letting agents and PBSA/BTR operators, this is particularly important when scaling teams, onboarding staff or managing external suppliers.

5. Measurable Doesn’t Mean Shallow

Yes, you can track reach and impressions. But Rebecca urges businesses to go deeper:

  • Are we converting more landlords?

  • Are our tenants engaging more proactively?

  • Are we improving process completion rates or reducing queries?

Marketing done well should support operations - not distract from it. That’s why we built The Depositary to reflect these principles: transparency, automation, and simplicity that reinforces brand experience, not fragments it.

Final Thoughts: Better Marketing = Better Business

Rebecca Nixon’s insights confirm what we already believe at The Depositary: marketing is not separate from operations. It is operations.

When letting agents and property teams bring strategy, empathy and structure to how they communicate, they build trust - and trust drives performance.

In a world where PropTech tools are evolving fast, and tenant expectations are higher than ever, the agents who win will be those who bring their story and their systems together.

We’re here to help you do exactly that.

Carla Burnett
Next

The Compliance Advantage: What Letting Agents Can Learn from Carrie Alliston’s Career in Leadership