Selling city centre flats in uncertain times: findings from two English cities

The UK’s city centre apartment markets have been affected by the coronavirus pandemic and a building safety crisis in ways not experienced by its suburban and rural housing markets. Sellers and estate agents have encountered falling demand and prices, elevated safety concerns, reluctant lenders and changes in buyers’ preferences. Against this backdrop, we investigated the narratives and images used to sell what have sometimes appeared to be ‘less sellable’ homes. Analysing the textual and visual content of 100 adverts for city centre flats, we explored the possible effects of the pandemic on property advertising, the positioning within adverts of building safety and, noting growing interest in sustainability, the presence of sustainability messages. Findings suggest that the core narratives used to sell city centre flats remain largely unchanged from those deployed to first market the concept of ‘city living’ to UK buyers in the late 1990s. Messages about building safety and sustainability appear uncommon. The implications of the findings are considered.