Property Particulars: Is your property marketing compliant?

Property Particulars

In a previous article, we provided an overview of the content of the TA6 form, and discussed how it could be divided into two distinct sections completed at different times.

The first section focused on the information needed to market a property, and the second was the additional information required to complete a sale.

This article is a continuation, exploring Property Particulars and the importance of ensuring property owners approve their content before they are published. 

Property Particulars refer to the materials agents produce to advertise a property for sale or rent.

They identify the specific key characteristics about a property which are most likely to affect the interest of a purchaser. They will range from (among other attributes) the number of bathrooms, garden dimensions, Energy Performance Certificates, council tax bands and tenure.   

Prior to 1st October 2013, Property Particulars were regulated by the Property Misdescriptions act 1991. Following its repeal, consumers are now protected by the Consumers Protection from Unfair Trading Regulations – May 2008 and businesses are protected by The Business Protection from Misleading Marketing Regulations – May 2008.

What’s the difference between Property Particulars and the TA6?

Property particulars normally consist of a written brochure, text and photography for use on websites and property portals and where appropriate video tours and drone footage. Their layout and content will vary from agent to agent.

The property information from or TA6 is a much more in-depth document historically requested once a sale has been agreed. It provides the buyer with additional information to help them to decide if they wish to continue with the purchase.  The content will be consistent and is administered by the Law Society.

The potential consequences of inaccurate property particulars lead to inappropriate viewings and the fall-through of a sale in the first instance. In severe cases potential charges for misrepresentation under the consumer protection regulations.

Are property particulars regulated?

In terms of overall content and layout, no. It’s very much down to the individual agent and their customer how they want to present a property.

However, estate agents have to adhere to consumer protection regulations meaning trading standards can hold them accountable if they produce property particulars that are judged to be misleading.

In addition, agents must belong to an approved redress scheme such as The Property Ombudsman, which has specific standards that members must comply with.

The potential consequences of inaccurate property particulars lead to inappropriate viewings and the fall-through of a sale in the first instance. In severe cases potential charges for misrepresentation under the consumer protection regulations.

When are property particulars produced and can they be circulated to prospective buyers/tenants before they are approved by the owner?

It’s normally one of the first tasks an agent will complete once they have been formally instructed, however some agents may produce a draft as part of their post market appraisal sales proposal.

If they are to be circulated prior to approval, they should clearly state that is the case using a statement such as “draft” or “Subject to approval”.  

Can other agreements be made alongside signing off particulars?

Yes, there is no reason why an approval request could not include terms and conditions not related to the property particulars.

Can Finch help agents with the property particulars approval process?

Yes, Finch provides a flexible digital process that allows agents to securely present a consolidated marketing pack to their customers for comment and approval.

Daniel Slight
Product Marketer at Finch | Website

Dan has nearly a decade within tech production and marketing, with a specific interest in tech start-ups. This has followed a career in the property sections for local and national media brands. At Finch, Dan is responsible for product and brand marketing and away from the office, he can normally be found either in his kayak or cycling the Peaks.

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