Most tenants only spend a few seconds looking at a rental property advertisement before making a decision to continue reading or move on to the next. So, how do you make yours stand out and encourage potential renters to continue reading? In this article, we’ll explain how to highlight a property advertisement, where to list your rental, and the five features that will make your listing stand out.
1. The Importance of Writing a Strong Property Advertisement
On average, you’re competing with more than 100 other rental properties when advertising your unit. Competition can be even higher depending on your neighborhood, especially if you list during peak seasons. Creating a well-performing rental listing that paints a picture of your property’s best features will help get more applications and attract quality tenants.
We also recommend landlords invest in a tenant screening service to help take the guesswork out of choosing a reliable tenant. The screening process gives you a detailed report of the tenant’s background, credit history, criminal record, evictions, and income insights.
2. Where to Advertise Your Rental Property
A vital part of your advertisement is knowing where to market your listing. Tenants want visuals and interactive content, such as photos, videos, and 3D walk-throughs. Thankfully, there are tons of rental websites to get your property advertisement in front of thousands of potential tenants, including:
Social media is also a powerful marketing tool. 72% of American adults use social media of some kind. Marketplace, Facebook’s platform for buying, selling, and advertising items for rent or purchase, has nearly 800 million users per month. That’s a lot of potential renters who might view your listing. Read more about the 5 best websites to advertise your rental property.
3. 5 Features to Highlight Your Property Advertisement
Amenities not only provide convenience and comfort, but they also make a property more attractive to tenants. For instance, 40% of renters view a private outdoor space as a sought-after feature, according to a Zillow survey. Include a property amenities list in your ad to bring attention to “the extras” that are most relevant to renters you are appealing to:
- Seniors: Apartment features for older tenants could include grab bars in the bathroom and secured access to the building.
- Families: Renters with children look for properties with outdoor play areas or fenced in yards.
- Pet Owners: According to the Humane Society, 72% of renters have pets and are looking for properties with open floor plans and nearby trails.
When writing your rental listing, avoid generic phrases like “outdoor space”. It’s more impactful to use descriptive language. For instance, it’s more impactful and memorable to say “spacious backyard ideal for entertaining” or “private balcony overlooking the water”.
Tenants will want to live close to the things that matter to them. The most common selling point of a property is the proximity to:
- Grocery stores
- Public transportation
- Walking trails
When promoting your neighborhood, needs will vary based on lifestyle, and a great tenant will often pay more or overlook other details if it’s in a great community. For instance, 30% of families look for rental properties based on school district. A key feature for older tenants may be a quieter neighborhood. Those with pets may seek an area near dog parks and trails.
Additionally, tenants want to feel safe, and choosing a neighborhood with low crime is a key feature for families, single renters, and seniors. There are even simple things you can do to make your tenants feel more secure like upgrading exterior lighting or opting for bolt or chain locks.
In many states, you aren’t required to include appliances in a rental property. For example, in New York City, the only appliances required by the Housing Maintenance Code are a toilet, bathtub, bathroom sink, and a kitchen sink with waste and a trap. However, most tenants won’t want to go out and purchase appliances themselves. Zillow recently reported that 85% of renters give the highest priority to rental properties that have in-unit laundry, a dishwasher, and air conditioning. To make the appliances listed in your ad really stand out, let the renter know if they are new, stainless steel, or energy efficient.
The right renovations can boost the value of your rental property and attract higher-quality tenants. Highlight any upgrades to set your listing apart from the rest. The most popular upgrades tenants look for are:
- Light fixtures
- Modern flooring
- Curb appeal
- Energy-efficient windows
- Kitchen hardware
- Updated bathroom(s)
More and more tenants are also looking for rental properties with upgraded technology. A recent report from SafeHome reveals that tenants prioritize technology that improves safety and reduces expenses. Technology upgrades can include:
- Alarm systems
- Video doorbells
- Smart locks
- Outdoor motion lights
- Smart thermostats
If your tenants drive, they will likely want somewhere to park their vehicle, not only for convenience but for safety. American renters would pay up to $30 per month for added security features, with gated parking garages being the most highly valued asset. It’s also important to disclose what type of parking you offer. Is there a garage? Is parking covered or assigned? Are there any parking fees?
Parking will also depend on where your property is located. Chances are there will be more parking options available in a suburb in Columbus than in Brooklyn. If your rental property doesn’t offer parking, be sure to outline alternative options such as:
- Street parking
- Local carpool
- Nearby monthly parking
Writing an effective rental listing isn’t difficult, but it does take time. The hardest part is knowing how to make yours stand out. The best way to do that is to advertise its best features, making sure to include everything a potential renter would like to know about your property and its surrounding area.
Follow this simple guide and you’ll be well on your way to attracting a great tenant.
In addition to the features mentioned above, your rental advertisement should highlight:
- Property age
- Floor plan
- Rent amount
- Accessibility for older tenants
- Security features
- Smoking policy
- Pet-friendly or not
- Landlord contact information
A good rental property advertisement will include three simple things:
- A catchy headline - that is clear and concise to encourage tenants to click on your ad.
- A short description - that paints a picture to help the tenants visualize living in the space.
- Quality photos - that show every bedroom, bathroom, and living space, including appliances.
People are 80% more likely to inquire about property listings with over 20 photos. Therefore, you want to show off the best version of the space. To do so:
- Use natural lighting
- Capture the entire room
- Add some color with décor or flowers
- Get the best angle
- Hire a professional