Shocking property flaws are being used as a selling point by some UK estate agents in a bid to boost trust and increase sales. Research suggests that proactively highlighting minor imperfections can create a significant commercial advantage.
The approach is modelled on the 1960s practices of South Kensington estate agent Roy Brooks, who became renowned for his remarkably frank property advertisements. He once described a derelict Pimlico house as "reeking of damp with plaster falling from walls and daylight visible through the roof." Despite its numerous flaws, Brooks' business tripled after adopting this candid approach.
Modern psychological research into 'two-sided advertising' supports this historical insight. Studies on the 'blemishing effect' indicate that a single, limited flaw within an otherwise positive description can enhance trust, particularly when presented after positive details. For this to be effective, three conditions must be met: the disclosing party must demonstrate competence, the flaws must be minor rather than fatal, and the disclosure must be voluntary.
Unfortunately, UK estate agents are currently facing a trust deficit, with only 32% of consumers trusting them to act in their best interests. A HomeOwners Alliance audit found that leasehold properties on major portals were often inadequately disclosed, with almost all mentioning tenure but only 62% providing service charge details.
While prime city markets and student accommodation have seen increased transparency requirements, the sector as a whole remains behind. However, research suggests that voluntary disclosure of minor negatives can bolster credibility when done correctly. Conversely, excessive negative information or a lack of demonstrated competence can have the opposite effect.