Preparing your landlord clients for MTD: 6 top communication tips for practices

To prepare for MTD for Income Tax, landlord clients need one thing from their accountant above anything else: clear communication. For many, the move to digital record-keeping is daunting, while some landlords are still unsure what MTD means for them in practice. That’s where you come in.

Here are six practical ways to communicate effectively with your landlord clients, build their confidence and make sure they’re fully prepared ahead of the MTD for Income Tax deadline.

Tip 1: start early and be proactive

The biggest favour you can do for your landlord clients is to start talking about MTD now. Even if the changes won’t affect everyone immediately, early awareness will help prevent panic as the deadline approaches.

Begin with a simple, informative “heads-up” message to all your landlord clients explaining what’s coming, when and what it will mean for them. Emphasise that you’ll be supporting them through each stage of the transition: from understanding eligibility to adopting the right software.

Being proactive will reassure your clients that you’re on top of the MTD process and ready to guide them through the transition. FreeAgent has some handy MTD email templates you can use to get those initial conversations started!

Tip 2: segment your landlord clients

By now, it will come as no surprise to hear your clients won’t all greet MTD for Income Tax with open arms! They do, however, all need to know about it. 

Segmenting your client base can make the task of client communication more manageable and more effective, ensuring your efforts have the greatest impact.

Start by identifying your landlord clients who need to comply by April 2026 (i.e. those with a qualifying income of more than £50,000). Then group these clients into three broad categories, according to their “digital readiness”:

• digital natives: clients who are already using software, apps or cloud-based tools. 
• willing but uncertain: clients who are open to change but tend to need additional guidance and support.
• resistant to change: clients who are still fond of pen and paper and are nervous about adopting any new technology.

Next, consider which communication style and format would best suit each group. For example, digital natives may feel comfortable with receiving information via self-service guides and automated reminders, while those resistant to change may require 1:1 support. 

Tip 3: keep your messaging simple and positive

Clear and simple messaging about MTD will help your landlord clients understand the coming changes without feeling overwhelmed. Focus on explaining the following in plain English:

• what’s changing and when
• what it means for landlords 
• how you’ll make the change easy for them

Keeping your messaging positive will also help gain client buy-in. Frame MTD for Income Tax as an opportunity for better business insight rather than just a compliance requirement. Highlight the benefits: fewer surprises at year-end, more accurate records and greater visibility of their income and tax liabilities. 

By communicating in this way, you make the process feel manageable, practical and even advantageous for your clients.

Tip 4: talk openly about pricing and changes to services

Quarterly MTD submissions mean more frequent touchpoints and reviews, so it’s important to be upfront with your clients about how this will affect your services and pricing strategy. Being transparent early builds trust and helps prevent misunderstandings.

Frame your pricing discussions around value rather than cost and explain how digital interaction allows for better oversight, fewer surprises, and more accurate tax planning.

Update your letters of engagement or service agreements to ensure they clearly outline the support and services your clients will receive once they qualify for MTD.

Tip 5: offer bite-sized educational support throughout the transition

Effective communication about MTD isn’t making a one-off announcement. It’s about providing a steady stream of bite-sized, practical guidance to help clients adopt new habits over time. This might include:

• 1:1 check-ins with landlord clients to review their progress and answer their questions
• sharing resources from trusted sources, like our MTD explainer guide for landlords
• talking about MTD in your client newsletter, sharing timely reminders and updates from HMRC

Your communications might also include emails encouraging landlord clients to adopt good digital record-keeping habits early, such as recording their expenses promptly and using a separate business bank account for their property finances.

Diane Maiden of Ricson Accountancy Services says: “Landlords’ income is often mixed up with their general money. So part of the challenge is getting them on to a separate bank account that can link with their HMRC-recognised accounting software, just as Mettle connects with FreeAgent.” 

You can hear more from Diane and other MTD experts in our webinar “Get MTD Done: an overview of FreeAgent’s MTD solution.”

Tip 6: embrace MTD as a relationship-building opportunity

MTD may feel like an administrative challenge, but it can also be a catalyst for stronger client relationships. The need to educate clients about digital record-keeping and the rhythm of MTD for Income Tax submissions creates multiple touchpoints that can strengthen engagement.

Use the transition as an opportunity to demonstrate your expertise and reinforce your role as a trusted adviser. Share case studies or early success stories from clients who have already adopted digital tools, and include MTD updates in newsletters or social posts to maintain momentum.

By providing consistent support throughout the MTD transition and beyond, you can position yourself and your practice as a reliable source of ongoing clarity and guidance. 

Get MTD done for landlord clients with FreeAgent’s HMRC-recognised solution

FreeAgent for Landlords provides end-to-end MTD for Income Tax support for your unincorporated landlord clients, without the need for other software. When your landlord clients use FreeAgent to keep digital records, you can:

• submit MTD-compatible quarterly submissions and final declarations directly to HMRC.
• automatically populate property details on their Self Assessment tax return
• effortlessly record landlord clients’ property income, track their expenses and monitor their profitability

Unlike many other solutions, FreeAgent for Landlords allows users to set different ownership splits for each property. FreeAgent will automatically allocate income and expenses between owners based on their chosen ratios.

Our HMRC-recognised MTD solution is ready to go and HMRC’s MTD testing phase is already open to Partners. To get involved, request a free trial of FreeAgent and book a slot to speak with our friendly team.