INTRODUCTION

Letting a property in Central London requires accurate pricing, effective marketing, careful tenant selection and a thorough understanding of the regulatory framework. Century 21 London Central provides a complete residential lettings and management service for landlords across Westminster, Pimlico and the wider SW1 area.

Our Rochester Row office has been established for over 20 years and is supported by a team of approximately 20 Sales Associates, Lettings Associates and support professionals. The office is led by Andrea Frigo, a Central London property specialist with over 22 years of experience helping clients sell, buy, let and rent homes across the area.

We combine detailed local knowledge with professional marketing, technology-led tenant referencing and comprehensive tenancy administration. As members of Propertymark and ARLA Propertymark, we follow recognised professional standards and provide Propertymark Client Money Protection for money held on behalf of our clients.

From the initial rental valuation to the establishment and ongoing management of the tenancy, our team provides informed advice, regular communication and close attention to every detail.

EXPERT RENTAL VALUATIONS

A successful tenancy begins with an informed and realistic rental valuation.

Our market appraisals consider recently agreed tenancies, properties currently competing for tenants and the level of demand for your particular type of home. We also assess the individual features that influence rental value, including location, condition, size, furnishings, floor level, outlook, outside space, building facilities and proximity to transport.

Rental values can vary considerably between neighbouring streets, buildings and individual apartments. Our direct experience across Westminster and Pimlico enables us to identify these differences and recommend a pricing strategy supported by current local evidence.

Our aim is to generate strong interest from suitable applicants, minimise unnecessary vacant periods and secure the best achievable rent from a well-qualified tenant.

A TAILORED MARKETING STRATEGY

Every property has a different target market. We create an individual marketing campaign that presents your property effectively and reaches the tenants most likely to appreciate its location, character and features.

Our property marketing includes:

Professional photography

High-quality photography presents your property at its best and creates a strong first impression across property portals, websites and marketing materials.

Detailed property particulars

We prepare clear and engaging descriptions highlighting the property’s most valuable characteristics, together with professionally produced floorplans and supporting information.

Virtual tours

We use the latest virtual-tour technology from Giraffe360 to create an immersive and highly detailed viewing experience. Prospective tenants can explore the property remotely, understand its layout and develop a stronger sense of the space before arranging an in-person viewing.

Professional property videos

We produce professional property videos that showcase the layout, design and most attractive features of your property. These videos provide engaging content for property portals, websites, email campaigns and social media, helping your property reach a wider audience.

Leading property portals

Properties are promoted through major UK property portals, including Rightmove, Zoopla, PrimeLocation and OnTheMarket, alongside the Century 21 UK and global network.

Direct applicant engagement

We introduce properties to suitable applicants registered with our office and maintain direct contact with active tenants searching across Westminster, Pimlico and Central London.

National and international exposure

Century 21 has more than 50 years of global history and a presence in over 80 countries. This provides additional reach to professionals, corporate tenants, international applicants and families relocating to Central London.

Targeted digital marketing

Properties receive additional exposure through email marketing, social media and other digital channels, supporting the wider campaign and reaching prospective tenants across multiple platforms.

Discreet and off-market marketing

For landlords seeking greater privacy, we offer a discreet marketing approach using our network of registered applicants, relocation contacts and other agents before launching the property more widely.

LOCAL LETTINGS EXPERIENCE

Century 21 London Central has a long and demonstrable record of letting and managing property across Westminster, Pimlico and the wider SW1 area.

In Pimlico, our experience includes properties within the Pimlico Grid, its prestigious garden squares and traditional mews, as well as homes within the Lillington Gardens and Churchill Gardens estates and the distinctive mansion blocks lining Vauxhall Bridge Road.

In Westminster, our lettings activity includes properties in the prestigious mansion blocks surrounding Vincent Square, Ashley Gardens and Carlisle Place, modern apartments within landmark developments along John Islip Street, Marsham Street and Millbank, ex-local authority flats around Page Street and purpose-built residential buildings on Rochester Row.

This broad experience gives us a detailed understanding of the different tenants attracted to period houses, mansion flats, modern developments, purpose-built apartments and ex-local authority properties.

VIEWINGS AND APPLICANT FEEDBACK

Our Lettings Associates manage enquiries, qualify prospective tenants and conduct accompanied viewings of your property.

Before arranging a viewing, we aim to understand the applicant’s requirements, proposed moving date, occupation, income position, tenancy length and other relevant circumstances. This helps us focus attention on suitable applicants and provide a professional experience for landlords and tenants.

Following viewings, we seek constructive feedback and keep you informed of applicant responses. We assess enquiry levels, viewing activity and market conditions throughout the campaign and provide clear recommendations when changes are needed.

OFFERS AND NEGOTIATION

A rental offer involves more than the proposed monthly rent. The applicant’s financial position, proposed tenancy length, moving date, payment arrangements and any additional conditions must also be considered.

We obtain the relevant information before presenting an offer and explain the principal terms clearly. Our Lettings Associates then negotiate on your behalf, balancing the achievable rent with the quality and suitability of the proposed tenancy.

No tenancy proceeds without the landlord’s approval of the agreed terms.

TENANT REFERENCING

Once an offer has been accepted, each applicant is required to complete comprehensive professional referencing through a secure digital platform using the latest verification technology.

The process assesses identity, address history, affordability, income, employment and previous tenancy information. Where available, information can be verified directly through trusted digital sources, helping to improve accuracy, identify inconsistencies and reduce the risk of fraudulent documentation.

The digital process also provides a clear audit trail and allows applicants, landlords and our Lettings Associates to monitor progress efficiently.

Our team reviews the completed referencing results, explains any conditions or areas requiring further consideration and provides the landlord with the information needed to make an informed decision. Depending on the applicant’s circumstances, additional security may include a suitable guarantor or rent paid in advance.

No tenancy proceeds without the landlord’s approval of the applicant and the agreed terms.

TENANCY AND DEPOSIT ADMINISTRATION

Our team coordinates the administration required before the tenancy begins.

This includes preparing the tenancy documentation, arranging signatures, coordinating the collection of cleared funds and organising the inventory and check-in.

Tenancy deposits are registered and protected through the Tenancy Deposit Scheme, known as TDS, in accordance with the applicable requirements. The tenant is provided with the relevant deposit information and documentation within the required timescale.

We maintain organised records of the tenancy documentation, deposit registration, referencing and financial transactions, creating a clear audit trail from the beginning of the tenancy.

Our aim is to ensure that every tenancy begins with clear terms, properly organised records and an accurate account of the property’s condition.

LEGISLATION AND LANDLORD COMPLIANCE

Residential lettings legislation is constantly evolving. Our team receives regular professional training and industry updates on the legal and regulatory changes affecting landlords and rented property.

This includes the reforms introduced by the Renters’ Rights Act, together with changes to tenancy procedures, possession requirements, rent reviews, property standards and landlord responsibilities.

We also help landlords identify the documentation, safety requirements and licensing obligations relevant to their property and tenancy. Requirements can vary according to the property, building, location and type of letting.

Our membership of Propertymark and ARLA Propertymark gives our team access to professional guidance, training and industry updates, helping us keep our processes aligned with current requirements.

A LARGE AND DIVERSE MANAGED PORTFOLIO

Century 21 London Central manages a substantial portfolio of properties for a varied group of landlords, including individual property owners, professional investors and clients with multiple properties.

Our landlords are based across the UK and overseas. We have particularly extensive experience assisting overseas landlords who require a reliable local team to protect their interests and oversee their Central London properties.

For landlords living abroad, we provide a consistent point of contact for tenant communication, rent collection, maintenance, inspections and tenancy administration. We keep clients informed through clear reporting and direct communication, allowing them to retain oversight of their investment from any location.

Our local presence on Rochester Row means we are well positioned to respond to issues and coordinate the ongoing management of properties throughout Westminster, Pimlico and the wider Central London area.

RENT COLLECTION AND FULL MANAGEMENT SERVICES

Landlords can choose between our rent collection service and full property-management service.

Rent collection service

Our rent collection service includes collecting the monthly rent, providing financial statements, monitoring payments and contacting tenants promptly when rent is overdue.

This service gives landlords professional oversight of rental payments and properly maintained financial records throughout the tenancy.

Full management service

Our full management service provides comprehensive day-to-day oversight of the property and tenancy.

The service includes:

• Advice on achievable rental income and preparing the property for the market
• Advice on presentation and refurbishment requirements
• Professional advertising and property marketing
• Managing enquiries and interviewing prospective tenants
• Accompanied property viewings
• Negotiating the terms of the tenancy
• Preparing the tenancy agreement and coordinating signatures
• Professional tenant referencing and Right to Rent checks
• Collecting the initial rent and tenancy deposit
• Protecting eligible tenancy deposits through the Tenancy Deposit Scheme
• Monthly rent collection and payment to the landlord
• Detailed monthly rent statements
• Monitoring payments and taking initial action on rent arrears or tenancy breaches
• Arranging meter readings where possible and notifying utility providers of a change of occupier
• Regular property inspections, normally at least once every six months
• Coordinating routine repairs and maintenance
• Arranging contractor attendance and obtaining estimates when required
• Supervising authorised works and settling approved invoices from rent received
• Communicating with tenants throughout the tenancy
• Holding management keys for the duration of the tenancy
• Coordinating independent inventories, check-ins and check-outs
• Reviewing the check-out report and recommending appropriate deposit deductions
• Preparing tenancy renewal or extension documentation
• Coordinating compliance documentation and property safety checks on the landlord’s instructions
• Making authorised property-related payments from rent received
• Receiving and forwarding landlord correspondence delivered to the property
• Guidance for overseas landlords on the Non-Resident Landlord Scheme
• Making applicable HMRC deductions and administering required tax submissions when instructed

Our full management service is particularly valuable to overseas landlords, busy professionals, investors and owners of multiple properties.

WHY LET WITH CENTURY 21 LONDON CENTRAL?

An established local office

Our Rochester Row office has been established for over 20 years, providing residential lettings, sales and property-management services across Westminster, Pimlico and surrounding Central London areas.

A substantial and experienced team

Our team of approximately 20 Sales Associates, Lettings Associates and support professionals provides the resources required to market properties effectively, manage enquiries, conduct viewings and administer tenancies.

Experienced leadership

Century 21 London Central is led by Andrea Frigo, who has over 22 years of experience in the Central London property market. His approach combines detailed local knowledge, market analysis and personal client service.

Proven local experience

We have successfully let and managed a broad range of properties across Westminster and Pimlico, from period homes and mansion flats to purpose-built apartments, established residential estates and prestigious modern developments.

Local service with global reach

Our clients receive the knowledge and accessibility of an established local office supported by the national and international reach of one of the world’s most recognised property networks.

Personal and professional service

We combine the resources of a sizeable team with direct, individual attention. Our clients receive clear communication, informed advice and consistent support throughout the letting process and tenancy.

Professional standards and client protection

Century 21 London Central is a member of Propertymark, ARLA Propertymark and The Property Ombudsman. Andrea Frigo is a Fellow of the National Association of Estate Agents and a member of the Association of Residential Letting Agents.

Money held on behalf of our clients is covered by Propertymark Client Money Protection, providing additional protection and reassurance to landlords.

Tenancy deposits are registered and protected through the Tenancy Deposit Scheme. Our team also receives ongoing professional training and regular updates on changes to residential lettings legislation, including the Renters’ Rights Act.

These memberships, protections and professional processes support our commitment to providing a transparent, compliant and dependable lettings and property-management service.

REQUEST A FREE RENTAL VALUATION

If you are considering letting a property in Westminster, Pimlico or the wider Central London area, contact Century 21 London Central for an informed, no-obligation rental appraisal.

We will assess your property, review relevant comparable evidence and discuss the pricing, marketing and service options most suited to your circumstances.