The Art of the Add-On: 5 Simple Ways Letting Agents Can Upsell in 2026
Letting agents are brilliant at delivering value, but not always brilliant at charging for it, according to Sally Lawson… Here are her five simple steps for charging for what you’re worth (and more) this year.
“Far too many agents bundle services together, do the extra work, solve problems, take calls, fix issues. And they never charge for half of it.
That has to stop.
If you want a stronger, more profitable agency this year, you need to master the art of the add-on. Because growth doesn’t always mean more properties… Sometimes the biggest opportunities are already sitting inside your business. Existing landlords. Existing properties. Existing relationships.
Time after time, our Rainmakers say that one of the biggest positive impacts on their bottom-lines is that they’re now charging for… Every. Single. Service.
Here are five smart ways to start:
1. Launch a VIP Layer
Some landlords want the basics. Others want the best. The mistake many agents make is that they’re only offering one service level. Give them a choice.
Add a VIP service tier and you’ll be surprised at how many take it – around 20% of people will choose the top option if it’s presented properly. Why? Because people like to feel looked after. Important. Prioritised.
Things you can add into this tier might include priority maintenance, account management, quarterly portfolio reviews, enhanced marketing, and support with compliance. Nothing too complicated, just better access and service. And landlords who value that will pay for it.
2. Stop Bundling Services
Here’s a question. How many things does your agency do for landlords that aren’t actually charged for? Property visits, extra admin, tenancy agreements, advice calls – they all add up.
But what if you could easily move from the traditional two-service only model (fully managed and let only) and expand to upwards of 53 chargeable services? Every task you do takes time, and time is the only thing you cannot scale. The letting agency is a commodity business, and if you don’t price your work properly, margins disappear fast. Make the value visible, then charge for it.
3. Offer Marketing Support
Most agents offer photography. But there’s photography, and then there’s marketing. Premium photos, drone footage, video tours, even staging. These are powerful upsells. Some of our Rainmakers have offered a staging service and added thousands to their bottom line – think cushions, lighting, styling, and professional photography. The property looks incredible, the listing performs better, lets are agreed faster, and there’s potential for higher revenue. A complete win: win for you and your landlord. Plus, once you’ve invested in good staging partnerships, you can use these photos and videos again and again.
4. Convert Let-Only Landlords to Fully Managed
Easier said than done? Not necessarily. It’s one of the biggest growth opportunities hiding in most agencies. Let–only landlords already trust you and they’ve chosen your business. But many are still handling so much themselves. Tenants, maintenance, compliance, and problems. Your job is to show them how much easier life could be – and it’s all about educating them. Because the more complex the industry becomes, especially in the face of the Renters’ Rights Act, the more attractive fully managed services become to landlords. No new stock, just better value from the relationships you already have.
5. Charge for Empty Property Management
Here’s something many agents forget. When a property becomes vacant, the management fee usually stops, but the work doesn’t. You’re still visiting and checking over the property. Arranging cleaning, managing repairs, and making sure everything’s secure. So why not introduce a Voice Management Service? It covers the period between tenancies, provides peace of mind to landlords, and your agency keeps earning well deserved revenue.
The Takeaway
The best agencies don’t just list properties. They build services around landlords’ needs – their very bespoke, individual needs. They create small add-ons that deliver value, and feel confident in charging for them.
When your mindset shifts, something interesting happens – your agency stops chasing growth, and instead growth starts happening inside the business you already have. Your team’s time becomes more valuable, and landlords start to see your agency not as a cost, but as a service worth paying for.”
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