If you’re a landlord, you know that the world of rental properties is competitive. You also understand that when potential tenants search for a home, condo, or apartment, they have a list of desired features. They then look through rental listings and choose which ones to visit.
Your job as a rental property owner/manager is to craft the perfect rental listing that will accomplish two things. First, present the property in glowing but honest terms. Second, attract only those prospects who want the features you offer and can afford the rental price.
Let’s unpack the four key elements for creating a rental listing that will attract the right prospects.
You Need an Engaging Title
Renters do not spend a lot of time reading through listings. Instead, they need to see, in the title, the standout features of your rental. These include the number of bedrooms/baths, the monthly cost, type of property, the location, and perhaps one unique feature.
You don’t have to get creative here – just the basics. If those five elements are contained in your title and fit, the prospect will then move onto the full description.
As to the one unique feature, this may be something like “patio with lake view,” “washer/dryer in unit,” or “gas fireplace” – something that other rental properties may not have.
Consider placing the price first – most tenants will look for that initially to be sure the rent is within their price range.
Here is an example of an eye-catching and informative rental listing title:
$1,900/MO – 2 Bedroom/2 Bath Apartment, Windsor, Private Lake
This title provides the essentials and the attraction of a private lake. The word “private” connotes exclusivity and grabs the reader’s attention.
Writing A Rental Listing Description That Sells
Here are several things to consider as you prepare to write the description of your rental. First, know your strengths. For example, just as you wouldn’t photograph a listing yourself if you aren’t handy with a camera, consider outsourcing the written portion of the listing.
If you don’t have strong writing skills, you may want to contract with professional writers or a writing service with a department of journalists and other creatives. While academic thesis writers might be too sophisticated for your task, a laconic copywriter will do the job. You are looking for someone to write a simple yet compelling short piece.
If you choose to write the description yourself, follow these tips:
- Start strong with defining features – a stone gas fireplace, hardwood floors, a large balcony overlooking the water, etc. You want to stand out from your competition.
- Use descriptors – vintage, private, cozy, exciting, airy, sleek – and choose a few that best describe the property. You will want to work these into your description for psychological value.
- Describe the basics – bedrooms/baths, bonus room, patio with garden. Make sure to list every feature a prospective tenant would value.
- Define the neighbourhood – What is close by? How about schools? Is transportation close? Can a tenant walk to coffee, shops, or the park? Also, describe the general feel of the neighbourhood. For example, descriptors like professional, diverse, and hip can help a tenant visualize what it’s like to live there.
- Draw attention to above-average features – Highly unique features like a newly remodelled kitchen, on-property gym, pool, clubhouse, double-sink bathrooms, or amazing views.
- Add administrative details – Include the deposit, other fees, policies related to smoking and pets near the end of the rental listing.
- Finish with a call to action – take a virtual tour, schedule a viewing, and include prominent contact info for further enquiries.
Here’s an example of a short but effective rental listing description for a condo for rent in Toronto:
Example of Short and Effective Rental Listing Description
This spacious unit has vaulted ceilings, large windows, and amazing views of your private lake. You’ll enjoy a newly remodelled kitchen and light hardwood flooring throughout. 2 bedrooms/2 large bathrooms w/ double sinks. Walk to groceries, shops, bars, restaurants, cafes, and public transportation is one block away. This building has many amenities, including a gym, pool, and clubhouse. Pets allowed. A deposit and the first month’s rent are due upon signing. The rent is $2000/month, and utilities are not included. Take our virtual tour or schedule a viewing by contacting JoeJones@email.com or call (xxx-xxx-xxxx).
Photos and Virtual Tour
After an eye-catching title, attractive photos and a virtual tour are the second most crucial part of a perfect rental listing. If potential tenants cannot access plenty of visuals, they will move on. Rental hunters review hundreds of rental listings a day and won’t take the time to visit a place that may not be appealing to them. Therefore, having plenty of photos and a virtual tour is a must.
Take photos of every room and capture multiple angles. You should also include pictures of the unique features described in the listing. For example, the listing above mentioned large windows with lake views, double sinks in bathrooms, a new kitchen, a gym, pool, and clubhouse. You could even go the extra mile and include photos of unique shops or nearby cafes. Virtual tours are good too because they give the “feel” of walking through the property and the flow from room to room.
If you are not skilled at photography (although newer smartphones are pretty good at this), get a professional to take the shots and video. A professional will consider lighting and angles that make those rooms look more expansive and the colours appealing.
Mistakes to Avoid in Writing a Rental Listing
Remember that you’re selling yourself to the renter, and these mistakes can give a bad impression about your capabilities as a landlord.
- Bad grammar and spelling: Your renter will want to know that you are well-spoken and professional, and a poorly written rental listing does not convey these qualities.
- Excellent exclamation points and question marks: Use periods or semi-colons to separate the features of the listing. Take advantage of the formatting offered by the rental website.
- A wall of text: Renters want to quickly scan a listing to find relevant information, they don’t want to read a wall of text. Break up your paragraphs, and ensure there are no extra or unnecessary details.
There You Have It
If you follow this guide, you will have a rental listing that will engage, compel, and bring in the right prospects.
