By Emma Magnus
In a new piece for The Financial Times this week, Black Brick Founder Camilla Dell shares why pets are increasingly being featured in property listing images as a way to attract buyers
At Black Brick, we know that buying and selling a home is one of the most emotionally charged decisions a person can make. So when the Financial Times explored the growing trend of pets featuring in property listings, it was no surprise that our founder Camilla Dell had something to say on the matter.
As Camilla observes, pets bring a genuine human element to a property. Rather than presenting a pristine, unlived-in show home, the presence of a well-chosen pet can make a space feel warm, real and immediately inviting — qualities that resonate deeply with buyers who are trying to picture themselves making a home there.
That said, Camilla is quick to point out that not all pets are created equal when it comes to property marketing. Cats and dogs tend to work best, while anything that might be perceived as intimidating or unsettling is best kept well out of shot. It is a sentiment echoed across the industry — smaller, friendlier and ideally fluffier companions tend to have the broadest appeal.
The broader trend supports this view. With over half of UK adults now owning a pet following the post-pandemic boom, the appetite for pet-friendly homes — complete with dog showers, kennels and welcoming communal spaces — has never been stronger. For sellers, thoughtfully incorporating a beloved pet into marketing can create an immediate emotional connection with the right buyer. For buyers, it can offer a reassuring glimpse into how a home has truly been lived in and loved.
At Black Brick, we understand that the very best property decisions are built on both sound judgement and genuine emotional intelligence — and sometimes, the smallest details make the biggest difference.
Read the full article here.