New figures from a media group have revealed that property advertising has increased significantly between September 2006 and September 2007.

Daily Mail and General Trust, which owns publications such as the Daily Mail and the commuter paper London Lite, said that while broader advertising revenues had fallen by £2 million, the property industry had continued to invest in promoting the houses on their books.

In a statement on its website, the Trust commented: "Property advertising was the star performer, growing by seven per cent on the back of a buoyant housing market and continued improvements in our print and online offering."

However, it warned the growth of property advertising being placed in its local publications "is now broadly flat year on year".

The amount of money agents choose to spend on advertising could be affected by the forecast cooling of the housing market, with potential buyers becoming increasingly cautious about bearing the financial burden of a mortgage.

Homeowners are also said to be reluctant to sell, fearing that they may not be able to get a good price for their property.