Anybody can write a rental advertisement for their rental property, right? Of course! After all, most property management software and rental listing websites make it super easy by standardizing most of the required fields, such as:
- Number of bedrooms
- Number of bathrooms
- Square footage
- Location/Address
- Rental type (e.g., apartment, condo, townhouse, single-family home, etc.)
- Monthly rent cost
- Pet policy (e.g., pet deposits, weight limits, breed restrictions, etc.)
- Application criteria
- Application fee
- Security deposit info
But then there's something else. Something that doesn't come with preset options.
But Wait, What's That Custom Text Field?
There's that dreaded little box in the property listing. There is no guidance or standard template, but you have to fill it out.
It's usually titled as the "description" field.
And while it might be tempting to think that box is inconsequential in your attempts to attract the ideal tenant, you could be making a serious mistake.
Why?
The Difference Between Blending In or Standing Out
Because that description box is a custom field that can wield untold marketing powers if it's utilized properly. It's the difference between a plain ol' boring rental ad that blends in with the rest and one that makes your phone start ringing with calls from prospective renters as soon as it's listed.
You see—every other property manager also had to fill out those standardized, required fields just like you. But that small, custom text field is your opportunity to help your investment property stand out from all the rest of the listings.
In fact, that one little text box could be the difference between you finding the perfect tenant and just an OK tenant. It's the difference between your rental unit being vacant for four weeks vs. four days. It's the difference between getting a ton of unqualified leads versus qualified leads.
And what property owner doesn't want to lease out their rental property to the right tenant quickly?!
A Rental Ad Guide
As a landlord, learn how to create powerful marketing descriptions for your rental property that draw prospective tenants in and have them clambering over each other to live at YOUR rental unit, not your competitors'.
Here's a guide to help you create incredible rental advertisements every time so that you have more tenant screenings to process than you know what to do with.
Elements of a Great Rental Listing Description
A well-crafted listing description is crucial for attracting potential renters and making your rental property stand out in a competitive real estate market. As a property manager or landlord, your goal is to create a compelling rental listing that showcases your property's best features and appeals to your ideal tenant.
Craft a Catchy Headline
Start with a catchy headline that includes the rent price, number of bedrooms and bathrooms, property type, and location. You can also mention one unique or enticing amenity. For example: "$2,500 – 2 Bed / 2 Bath Condo in Old Town, Chicago With In-Unit Washer and Dryer."
Focus on Unique Features
To write a rental ad that grabs the attention of potential tenants, highlight your rental unit's unique features.
Whether it's a beautifully updated kitchen with high-end appliances, spacious living areas with hardwood floors, or a private balcony with stunning views, emphasize the amenities that set your investment property apart.
Highlight the Location Advantages
Location is a key factor for many renters, so be sure to emphasize the advantages of your rental property's location in your listing.
Mention proximity to public transportation, popular shopping and dining destinations, entertainment venues, parks, and other desirable amenities. If your property is located in a sought-after neighborhood or school district, highlight that as well.
Helping prospective renters understand the benefits of your rental unit's location can be a major selling point.
Proactively Address Common Concerns
Anticipate and address common tenant concerns in your rental listing description.
If your investment property offers on-site laundry facilities, assigns parking spots, or allows pets, make sure to mention these details. Be clear about your pet policy, including any breed or size restrictions, and note if there are additional fees or deposits required.
By proactively addressing these issues, you'll save both yourself and potential tenants time and attract qualified renters who are a good fit for your rental property.
Paint a Picture With Words
To make your rental ad truly compelling, use persuasive language that generates excitement and desire. Help prospective tenants imagine the lifestyle they could enjoy in your rental unit.
For example, instead of simply stating that your apartment has a balcony, describe how they can "enjoy their morning coffee while taking in the stunning city skyline from their private balcony."
By using vivid, descriptive language, you'll create an emotional connection with potential renters and make your investment property more appealing.
Step-By-Step Guide for Writing Rental Ads
Now that we've covered the 10,000-foot view of what goes into a great rental ad, it's time to get down into the nitty gritty, step-by-step process of actually writing it.
So, how do you write a rental listing title that's both informative and engaging?
It's actually pretty simple! Just follow this formula to start the listing with a killer header:
[RENT PRICE]—[#] Bed / [#] Bath [APARTMENT, HOUSE, TOWNHOUSE, CONDO] in [NEIGHBORHOOD] with [UNIQUE FEATURE].
For example: "$1999 – 2 Bed / 1.5 Bath, 5th Floor Condo in East Riverside, Austin, TX With Stunning River Views."
See how easy that was? By including the rent price, number of bedrooms and bathrooms, property type, location, and a unique feature, you've given prospective tenants all the key information they need to decide whether your rental unit is right for them.
And trust me, a catchy headline like that is sure to make your listing stand out from all the rest!
How To Write Compelling Descriptions
Now that you've got a catchy headline, it's time to write a rental listing description that will make prospective tenants fall in love with your property. But where do you start?
Don't worry, I've got you covered with this step-by-step guide:
1. Start with your rental unit's best feature. Is it the stunning city views? The hardwood floors? The updated kitchen? Whatever it is, lead with that!
2. Use descriptive language to paint a picture. Instead of just saying "spacious living room," try something like "expansive living area with large windows that flood the space with natural light."
3. Highlight the location advantages. Is your rental property close to public transportation, top-rated schools, or popular restaurants and shops? Make sure to mention that!
4. Proactively address common tenant concerns. Does your rental unit have on-site laundry facilities? Assigned parking? A flexible pet policy? Be sure to include those details.
5. Close with a strong CTA (call to action). Encourage prospective tenants to schedule a viewing or apply now before someone else snatches up this amazing opportunity! And, of course, that means you need to provide your contact information.
By following these steps, you'll create a rental listing description that not only informs potential renters about your property but also generates excitement and makes them eager to learn more.
And who knows? You might just find the perfect tenant faster than you ever thought possible!
Rental Ad Writing Pro Tips
To write an effective rental ad, research comparable listings in your area to gauge the competition and identify ways to make your ad stand out. And remember, when describing your rental unit, focus on the benefits it offers tenants, not just its features.
Organize The Information Beforehand
Organize the information in your rental ad logically, with the most important details appearing first. It's helpful if you organize and lay out the information before writing the listing description.
Proofread Your Listing
Before publishing, proofread your rental listing thoroughly to ensure it is error-free and easy to understand.
Monitor Your Listing Performance
Once your ad is live, monitor its performance and iterate as needed based on the responses you receive from potential tenants.
What to Avoid in Your Rental Listing
When crafting your rental listing, it's essential to avoid any wording or descriptors that violate Fair Housing laws. Never mention familial status, sex, disability, religion, color, race, or national origin in your rental ad.
Additionally, it's best practice to avoid using all caps, excessive exclamation points, or vague language, as these may be red flags for prospective renters, causing them to move on to the next listing.
Conclusion
As a property owner, property manager, or real estate investor, mastering the art of crafting effective rental listings is essential for the success of your investment property.
In a highly competitive rental market, a well-crafted listing description can make all the difference in attracting the best tenants.
By highlighting your rental unit's unique features, emphasizing its location advantages, addressing tenant concerns, and using persuasive language, you can create compelling rental ads that generate excitement and desire among potential renters.
Put these tips into practice and watch as your rental property stands out from the competition, attracting high-quality tenants who will appreciate all that your rental unit has to offer.
