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Short-lets agency asked not to repeat cheeky market coverage claims

AirManageSuffolk had claimed that it achieved a 90% uplift in rent for landlords and 95% coverage within Suffolk.

Nigel Lewis

short lets asa

A short-lets rental platform has promised not make misleading claims about its business unless it can substantiate them following a complaint to the Advertising Standards Authority (ASA).

DHF Property Ltd, which trades as AirManageSuffolk and which is one of a new breed of letting agents that has sprung up since the advent of platforms such as Airbnb and Booking.com, was approached by the ASA after a member of the public complained about a leaflet it had distributed.

This claimed that the short lets company achieved 95% occupancy across Suffolk for its clients and that it increased revenue by up to 90% for landlords when compared to traditional long-term rentals.

The complainant challenged whether these claims were accurate or misleading.

“We approached the advertiser with the concerns that had been raised,” said an ASA spokesperson.

“They provided an assurance that they would include qualifications to support claims in future.”

AirManageSuffolk takes on properties from owners and landlords for an initial six-month introductory period on a 5% commission basis including VAT, before it rises to 17.5%.

The company claims on its website that this is more competitive than traditional letting agents, which it suggests charge between 20-25% for a fully managed service.

The complainant may also have been a local agent – AirManageSuffolk says on its website that it achieves £1,500 to £4,000 a month for a two-bedroom apartment compared to £600-£800 for a traditional long-term rent via a letting agent.

The company also has an outpost in the capital, AirManageLondon. Read more about ASA rulings.

February 24, 2021

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