To stand out in the crowded rental market, you need a solid advertising strategy that resonates with your target tenants and highlights your property’s unique features.

In this article, we’ll explore (step-by-step) the key strategies for creating an irresistible advertisement that showcases the true value of your home, from getting your property rent-ready to targeting tenants with online listings and more.

These proven methods can help you optimize your advertising efforts, potentially minimizing vacancy periods and helping to keep your rental income flowing.

Step 1: Get clear about your target renter

Start by identifying the key features of your property, such as the number of bedrooms, amenities, and location. Then, create a tenant profile, which is a detailed description of your ideal renter based on your property features. Include this optimal tenant’s demographics, lifestyle preferences, and specific needs.

For instance, if your property is near a college campus, you likely attract students or recent graduates. Focus on the proximity to campus and affordable rent rather than luxury amenities. Or, if your rental is in a high-end neighborhood, highlight the upscale features and nearby attractions.

Having a profile of your target tenant helps you tailor your marketing efforts. By matching your property’s key strengths or selling points with the wants of this ideal tenant, you can increase your chances of attracting the right renters quickly.

Factors to consider

Here are some factors to help identify your ideal tenant:

• Proximity to colleges or universities can attract students looking for convenient housing options.
• Convenient access to hospitals may appeal to healthcare professionals seeking short commutes.
• A short distance to downtown areas can draw young professionals who enjoy city living.
• Evaluate the needs of families, such as nearby schools, parks, and safe neighborhoods.
• Consider the preferences of retirees, like quieter communities and access to healthcare and leisure facilities.

Be careful you don’t accidentally discriminate when creating a tenant profile. It’s illegal to use factors like race, religion, age, gender, or familial status in your advertising efforts and/or selection criteria. Some states and localities may also protect other classes so make sure you are familiar with all federal, state, and local housing regulations.

Step 2: Get your property ready to rent

Once you know who you’re marketing to, your next step is to get your property rent-ready. Address these key focus areas to help create a welcoming and attractive rental for your new tenants.

Repairs and maintenance

Handle any repairs and maintenance issues before listing your property. Fix leaky faucets, replace broken tiles, and confirm all the appliances are in working order. Regular maintenance prevents small problems from becoming bigger issues.

Painting

A fresh coat of paint can transform your property. Choose neutral colors that appeal to a wide group of people and can make spaces feel larger and brighter. Focus on high-traffic areas that may have scuff marks or faded colors. 

Fresh paint creates a clean and modern appearance, helping make your property more appealing to potential tenants.

Upgrades and renovations

Consider upgrades or renovations to increase your property’s value and appeal while the rental is vacant. Replacing outdated fixtures or installing new flooring can make a significant difference. 

Simple changes like updating kitchen countertops or adding energy-efficient appliances could attract more tenants. These improvements can also justify a higher rental price, offering a good return on investment.

Cleaning

Clean every room from top to bottom, including kitchens, bathrooms, and living areas. Pay special attention to high-traffic areas and be sure all surfaces are spotless. A clean property looks inviting and creates an expectation with tenants that you expect them to take similar care of your property.

Safety and security

Verify your property meets all safety and security standards. Install smoke detectors, carbon monoxide detectors, and secure locks on all doors and windows. 

Safety features are often a top priority for tenants. Consider adding exterior lighting and security cameras for added peace of mind.

Curb appeal

First impressions matter, and curb appeal is crucial in attracting tenants. Maintain the exterior of your property by mowing the lawn, trimming bushes, and planting flowers or other native plants. Repaint the front door and clean the driveway to enhance the property’s appearance. 

A well-kept yard and exterior create a welcoming atmosphere. Simple touches like these can make your property more inviting and appealing to potential renters.

High-quality photos

Use good lighting and framing to showcase your property’s best features. Framing in rental property photography involves composing shots highlighting a unit’s best features. Use elements like doorways or windows to draw attention to spacious rooms or unique architectural details.

Take multiple photos of each room. Consider hiring a professional photographer to help your listing photos stand out. Clear, bright images taken from waist level (instead of eye level) generally attract more interest and can help you find a new tenant quickly.

Step 3: Choose the right advertising methods

When advertising your rental property, multiple methods can help attract quality tenants and fill your vacancies fast. By leveraging various advertising channels, you can maximize your reach and make your property stand out to your target renter:

• Zillow: Syndicating your listing through Zillow allows it to appear on a family of websites like Trulia and HotPads. This broad coverage increases your rental’s visibility and can draw a larger pool of applicants.
• Other online platforms: Websites like Apartments.com and Rent.com offer additional avenues to showcase your property, such as detailed listings and search filters, helping you reach more targeted tenants.
• Craigslist: Known for its simplicity and broad user base, Craigslist can be an effective platform for reaching local renters. Listings here are straightforward and can appeal to tenants who prefer a no-frills search experience.
• Facebook Marketplace and local rental groups: Facebook lets you tap into community-driven interest through Marketplace and rental groups. This method is excellent for engaging with potential tenants directly and quickly responding to inquiries.
• Traditional methods: Traditional advertising methods, such as newspaper ads, can still be effective, especially in smaller communities. They reach an audience that potentially isn’t as active online but is still looking for a home to rent.
• “For Rent” signs: Placing a “For Rent” sign in front of your property is a timeless and simple method. It captures the attention of passersby and local traffic, generating inquiries from people familiar with the neighborhood.
• Flyers and community boards: Distributing and posting flyers on community boards in local coffee shops, libraries, and supermarkets can generate interest from residents and visitors. This grassroots approach can be particularly effective in tight-knit communities where word of mouth is powerful.

Step 4: Know what to highlight in your rental property ad

Key features and amenities

In your ad, feature the number of bedrooms and bathrooms, square footage, and whether the property includes modern conveniences like central air conditioning, in-unit laundry, or a newly renovated kitchen.

Additionally, emphasize unique characteristics that set your property apart. For example, if your rental boasts a rooftop deck with skyline views or historic charm with original hardwood floors, mention that in your ad to attract tenants looking for something special.

You also want to highlight community amenities. Should your property be part of a complex with a fitness center, swimming pool, or 24-hour concierge service, these perks can be significant selling points.

Lifestyle benefits

Beyond the physical attributes of your rental property, consider the lifestyle benefits of your rental. Proximity to trendy neighborhoods, reputable schools, public transportation, and recreational areas can be compelling reasons for tenants to choose your property.

Illustrate how living in your rental might enhance a prospective tenant’s daily life. For instance, your ad could read, “Enjoy morning jogs in the nearby park or a quick commute to downtown via the nearby metro station.”

Additionally, think about what the surrounding community offers. Mention local highlights, such as nearby coffee shops, restaurants, shopping centers, and cultural attractions. By painting a picture of the lifestyle tenants can enjoy, you help them see how your property matches their needs and preferences.

Essential details

• Specify the rental price, lease terms, security deposit requirements, and any included utilities.
• Define any screening criteria, such as a rent-to-income ratio or credit score requirements.
• List any utilities included in the rent, such as water, electricity, or internet.
• Mention the property’s availability date so potential tenants can plan their move-in accordingly.
• State the pet policy, specifying the types of pets allowed (if any) and any associated fees or restrictions.
• Share contact information for inquiries and applications. Include instructions for scheduling viewings to make it easy for interested tenants to proceed.

Professional presentation

The presentation of your ad is just as important as the details within it. Write engaging and descriptive copy, incorporating active verbs and vivid imagery to bring your property to life. Instead of simply stating, “The apartment has a large living room,” say, “Relax and entertain in the spacious living room filled with natural light from the oversized windows.”

Use high-quality photos to complement your copy. Ensure the images are well-lit, show the property from various angles, and highlight its best features. A professional presentation captures attention and builds credibility and trust, laying the foundation for a solid landlord-tenant relationship.

Accuracy

Misleading or inaccurate information can lead to disappointment, wasted time, and damage to your reputation as a landlord. Be sure all the details in your ad are accurate and up to date. Double-check facts like square footage, the number of amenities, and any recent renovations or upgrades.

Accurate descriptions also extend to the photographs you use. Confirm they represent the current state of the property. If significant changes have occurred since you first took the photos, update them accordingly.

Want an easy way to advertise your rental property (and do much more)?

Stessa offers a suite of powerful leasing tools to help you list vacancies, review applications, screen tenants, and sign leases all in one place.

With Stessa, your property listing gets syndicated to Zillow’s family of websites, offering maximum exposure to high-quality tenants to fill vacancies even faster.

But Stessa can do much more than help advertise your rental property. Our integrated platform supplies comprehensive tenant screening through RentPrep, with full credit reports, background checks, and even live support from trained FCRA-certified tenant screening professionals.

You can also use Stessa to create and sign a lease. Access the platform’s 60+ legal documents and eSigning via DocuSign to help your new tenant settle in quickly.

It’s free to get started. Sign up for Stessa today and experience the simplicity and efficiency of managing your rental properties with one of the best tools in the industry.