From ‘Just Posting’ to Trusted Authority: Rowan Waller, owner at the Property Pen, Tells us how agents should really use long form content

In this episode, I’m joined by The Property Pen's, Rowan Waller, whose career in estate and letting agency spans decades including nearly ten years running his own business, Waller Estates.After stepping back from agency ownership, Rowan returned to what he calls his first love: writing. But not marketing jargon, just clear, thoughtful, trust-building content designed specifically for letting agents who want to attract the right landlords for the long term.In this conversation, Rowan shares:What landlords actually respond to and why consistency matters more than clevernessWhen agents should be showing up with content (and when they shouldn’t)How to write in a way that builds trust before the instruction ever happensThe difference between “posting for the sake of it” and positioning yourself as the obvious expertAnd obviously, we had to talk AI!We also talk openly about the realities of agency life and how thoughtful content can quietly do the heavy lifting for your brand when done properly.This episode is for letting agents who:Want more landlord enquiries but the right onesAre tired of generic marketing adviceCare about reputation, professionalism and long-term growth.🏆 Nominations and tickets are now available for the first-ever Personal Estate Agency Awards!Join us on 22nd October 2026 in Birmingham as we celebrate the very best personal estate agents, brokerage businesses and brokerage teams from across the UK.Nominate yourself, nominate someone else, or book your tickets here: https://www.personalestateagencyawards.co.uk/ 📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.📥 Want FREE materials to help get you your next instruction? Head to: https://www.estateagentconsultancy.com/freeintro💻 Want to launch or scale your own estate agency business?Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course📅 Want to join our next free webinar?Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinarAny questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com