Privacy Policy

Privacy Notice

Last updated: 25 August 2026

1. Who we are

CardiffRooms is operated by Imperial Property Cardiff Limited, company number 14571471, trading as Imperial Services.

Our trading address is:

164a Richmond Road
Cardiff
CF24 3BX

Email: info@imperialservices.co.uk
Telephone: 02920 303040

For questions about privacy or the use of your personal information, please contact us using the details above.

In this notice, “Imperial Services”, “CardiffRooms”, “we”, “us” and “our” refer to the organisation responsible for deciding how and why your personal information is used.

2. What this notice covers

This notice explains how we use personal information when you:

  • visit cardiffrooms.com;

  • make an enquiry directly or through a property portal such as Rightmove;

  • register for property alerts;

  • communicate with us by email, telephone, web form or WhatsApp;

  • book or attend a property viewing;

  • apply for a property;

  • undergo referencing;

  • become a contract-holder, guarantor, landlord or other customer of Imperial Services; or

  • otherwise use our lettings and property-management services.

3. Information we may collect

Depending on your relationship with us, we may collect:

  • your name and contact details;

  • your address and previous addresses;

  • your date of birth and identity information where required;

  • the properties, areas, property types and rent levels you are interested in;

  • your proposed move date and other accommodation requirements;

  • enquiries received through Rightmove or other property portals;

  • records of emails, telephone calls, WhatsApp conversations and other communications;

  • WhatsApp delivery and read-status information where provided by the messaging service;

  • viewing and booking information;

  • application and referencing information;

  • employment, income, student and affordability information;

  • guarantor and referee information;

  • credit and referencing results provided by our referencing provider;

  • tenancy or occupation-contract information;

  • payment and accounting information;

  • marketing permissions, withdrawals and opt-outs;

  • technical information such as IP address, browser/device information and website security logs; and

  • advertising attribution information such as campaign identifiers and UTM parameters where you have permitted the relevant marketing technologies.

We only collect information that we reasonably need for the relevant purpose.

4. Where we obtain information

We collect information directly from you when you contact us, register, book a viewing or complete an application.

We may also receive information from:

  • property portals such as Rightmove when you submit an enquiry;

  • landlords or property owners;

  • guarantors and referees;

  • referencing providers and their verification providers;

  • employers, previous landlords or educational establishments where appropriate;

  • payment, utility or tenancy-deposit providers;

  • public authorities where appropriate; and

  • service providers acting on our behalf.

If we receive your information from Rightmove or another property portal, we use it initially to respond to the enquiry that you chose to make.

5. Why we use your information

Respond to enquiries and provide property information

We do this because it is in our legitimate interests to respond to people who contact us and, where applicable, because it is necessary to take steps at your request before entering into a contract.

Match you with suitable properties

We may use information such as your preferred areas, property type, bedrooms, budget and move date to identify suitable available properties. We rely on our legitimate interests in providing an efficient lettings service requested by prospective tenants.

Manage viewings and bookings

We use your information to arrange, confirm, reschedule and cancel viewings, provide viewing information and communicate with relevant occupiers where required.

Manage applications and referencing

We use application information for steps necessary before entering into an occupation contract and for our legitimate interests in assessing applications and managing risk.

Referencing providers may carry out identity, affordability and credit checks under their own privacy information.

Manage occupation contracts and property-management services

Where you become a customer or contract-holder, we process information where necessary to perform our contract, comply with legal obligations and manage our legitimate business interests.

Send property alerts and marketing

Where electronic-marketing consent is required, we send property alerts by email or WhatsApp only where you have chosen the relevant contact method.

You can withdraw that permission at any time.

Protect our systems, customers and business

We may use information to prevent abuse, investigate security incidents, establish or defend legal claims and meet regulatory or legal obligations.

Measure advertising and website performance

Where required by law, we obtain your consent before using non-essential website technologies for advertising attribution, conversion measurement or similar marketing purposes.

6. Rightmove and other property-portal enquiries

If you enquire about a property through Rightmove or another property portal, the portal provides us with the details necessary to respond to that enquiry.

We may respond about the property you enquired about and, where appropriate, suggest closely related properties that appear relevant to the same enquiry.

Making an enquiry through Rightmove does not automatically subscribe you to ongoing Imperial Services property marketing.

If you wish to receive continuing property alerts after your initial enquiry, we will ask you to choose the relevant marketing contact method.

7. Automated tools and artificial intelligence

We use automated systems and artificial-intelligence tools to help our staff manage enquiries and provide a faster service.

These tools may assist us with:

  • identifying properties that match the requirements you have given us;

  • summarising customer conversations;

  • identifying what a customer is asking for;

  • drafting or sending routine customer-service messages;

  • deciding when an enquiry needs staff attention;

  • sending agreed follow-up messages; and

  • helping customers find and book available viewing times.

Our Imperial Services AI assistant is not used on its own to make final legally significant decisions about whether you are accepted for a tenancy or occupation contract.

Referencing and credit-check providers may use their own automated processes. Their use of your information is subject to their own privacy information and applicable data-protection law.

If you believe an automated process has produced an incorrect result, please contact us and we will review the matter.

8. Email and WhatsApp marketing

You can choose whether Imperial Services may contact you with ongoing property opportunities.

Where we rely on your consent, we keep a record of when and how that permission was obtained.

You may withdraw your marketing permission at any time by:

  • using an unsubscribe option where provided;

  • replying STOP or asking us to stop on WhatsApp;

  • emailing info@imperialservices.co.uk; or

  • contacting our office.

Withdrawing marketing consent does not affect messages that are necessary to administer an enquiry, viewing, application or existing contract.

We may keep a minimal suppression record after an opt-out so that we do not accidentally contact you again for marketing.

9. Who we share information with

Where necessary for the purposes described above, information may be shared with:

  • the landlord or property owner;

  • our employees and authorised contractors;

  • our IT and technical-support providers, including Chameleon Marketing Services Ltd where it provides services to Imperial;

  • property portals such as Rightmove;

  • Meta/WhatsApp where we communicate using WhatsApp;

  • email, calendar and cloud-service providers;

  • Vouch and other referencing, identity and credit-check providers;

  • tenancy-deposit providers;

  • accountants, legal advisers and insurers;

  • utility companies and local authorities where appropriate;

  • contractors carrying out property maintenance or inspections;

  • payment providers; and

  • regulators, law-enforcement bodies or courts where disclosure is required or legally justified.

We require service providers acting as processors to protect personal information appropriately.

10. International transfers

Some technology providers we use may process personal information outside the United Kingdom.

Where a restricted international transfer takes place, we use an appropriate mechanism recognised under UK data-protection law.

This may include UK adequacy regulations, the UK Extension to the EU-US Data Privacy Framework where applicable, or appropriate contractual safeguards such as the UK International Data Transfer Agreement or UK Addendum.

11. How long we keep information

Unless a longer period is required for a legal, regulatory or contractual reason, our normal retention periods are:

  • Ordinary enquiries that do not proceed: up to 12 months after the last meaningful contact.

  • Active property-search/prospect records: while you remain actively looking, then normally up to 12 months after the last meaningful interaction.

  • Viewing records: normally 12 months.

  • Unsuccessful or withdrawn applications: normally 12 months after closure.

  • Successful applications, contract-holder and guarantor records: duration of the contract plus up to 6 years.

  • Financial/accounting records: normally 6 years where required.

  • Marketing-consent evidence: for as long as reasonably required to demonstrate the permission relied upon.

  • Marketing suppression records: the minimum information necessary for as long as required to honour the opt-out.

  • Website security logs: only for as long as reasonably necessary for security and investigation.

We may retain information for longer where a complaint, dispute, investigation or legal claim is ongoing.

12. Your rights

Depending on the circumstances, you may have rights to:

  • receive information about our use of your data;

  • access personal information we hold about you;

  • correct inaccurate information;

  • request deletion;

  • restrict processing;

  • object to processing;

  • receive certain information in a portable format;

  • withdraw consent at any time where processing is based on consent; and

  • ask for appropriate safeguards where qualifying solely automated decision-making applies.

In particular, you have the right to object to direct marketing at any time.

To exercise your rights, contact info@imperialservices.co.uk.

13. Cookies and similar technologies

CardiffRooms uses cookies, browser storage and similar technologies.

Some are necessary to operate the website and services you request. Others are used only with the appropriate consent.

Full details and controls are available in our Cookie Policy and through the Cookie Settings control on the website.

14. Security

We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, alteration or disclosure.

Access to customer information is restricted to authorised people and service providers who need it for their work.

15. Complaints

If you are unhappy with the way we have used your information, please contact us first so that we can investigate.

You also have the right to complain to the Information Commissioner’s Office (ICO).

16. Changes to this notice

We may update this Privacy Notice when our services, systems or legal obligations change.

The current version will always be available on cardiffrooms.com.