Whether the rental market is buoyant or uncertain, competition is tough out there and you need to ensure your rental listing stands out from the crowd.
Merely listing the basics (location, bedrooms, bathrooms, included appliances, monthly rent, and required deposit) may not always be enough to capture the attention of prospective tenants, you will need to kick it up a notch.
Before You List Your Property….
Research is key:
- Who is your target audience? What income bracket (LSM) will be looking at your property? What amenities do you believe would best suit their lifestyle?
- Know your competition. Are you the sole agent on the property? If not, assess the other agents’ ads to avoid repetition, and differentiate your listing.
- Read the rental ads of similar properties with similar rents. How are they marketing their properties?
Now to That Ad….
Rental listings can give the impression of looking the same and boring so how do you ensure yours is so captivating that potential tenants will click to read further?
Here are some key tips that you can use to get the response you want:
1 – Have a Catchy Headline
Take a look at these two examples:
- “Available September 1: 3-bedroom apartment in the Northern suburbs, lots of amenities, close to public transportation, first and last month required.”
- “Modern, newly renovated kitchen and spacious open plan 3-bedroom apartment in the Northern suburbs, first month free. Available September 1.”
Which one of these do you think prospects will click on?
Use short and catchy descriptive words (modern, spacious), incentives (first month free) location, and availability.
2 – Be as Brief as Possible in the Description
Potential tenants don’t want to read through longwinded text, they want key information, and they want it fast.
“Bullet point” the key essentials for quick and easy reading, and make sure to include the following:
- Bedrooms and baths
- Amount due upfront (Rental deposit, key/remote deposit, etc.)
- Lease length
- Moving in date
- Amenities available to residents
- Available parking
- Pet Policy
3 – Neighbourhood Amenities
The proximity to amenities such as public transportation, parks, schools, highways, shopping centres, etc. is one of the deciding factors when considering a rental property.
Again, for ease of reading, put these in bullet points or write a brief, concise paragraph.
4 – Identify and Publish Incentives
Is there free covered parking? Is there free Wi-Fi? Is satellite TV included in the rental price?
Incentives should be listed in the full description of the property and can make the difference between a glance over, and a closer look.
5 – Photos/Virtual Tours
With access to amazing cameras and even smartphones, there is no excuse to publish grainy, unfocused images.
Remember to include photos of any views from the property, and amenities. Lead the listing with the most attractive image – definitely not one of a bathroom, or the toilet with the toilet seat up!
In this time of Covid, many potential renters may prefer to click through to a virtual tour, having one will set you apart from many competitors and can also be used on all your social media platforms.
6 – The Actual Write-Up
You have to be creative, especially with the title, and even with the wording of the features, as you list them.
If you are not confident in your writing skills, try to find a freelancer or writing service and get it done for you. The cost will be quite reasonable and, if it means that you will get your client’s property rented quicker than expected, it’ll be well worth the money.
Your property owner relies on you, the experienced agent to attract the right potential tenants for their investment and the first step to success is an engaging and compelling advert.