So what happens when the landlord has posted an online ad for their rental property and they still get no calls? No landlord wants their rental properties to sit empty. Renters are not going to call the owner unless the ad catches their attention. There are ways to improve the content of the ad and its visual and competitive appeal.
The following tips will improve an ad's effectiveness when posting online on a site such as on RentClick.ca.
Tip #1: Write a Catchy Heading
"Apartment for rent" websites present filtered results to the user by summarizing the key data on properties that fit their criteria. To sort through all of this information, users typically scan the property's heading and photo to see if something interests them. Property owners have the ability to label their property with a catchy heading, so this is their first chance at making an impression. Use descriptive words and focus on one key unique feature or benefit that the property offers. That unique feature could be its open layout, bright rooms, spacious entranceway, underground parking, in-suite laundry, cul-de-sac location, etc. Which of these headings is the catchiest?
2 Bedroom, 2 Bathroom Bungalow
Come Home to an Inner-City Spacious Bungalow on Quiet Cul-de-Sac
Tip #2: Less is Not More
Why would the landlord skimp out on words if they can write a ton of information about their property and it won't cost them anymore than writing just one line. The cost of advertising in a traditional newspaper might limit landlords to just a few lines and using numerous abbreviations, like D/T, N/S, N/P, N/C, and D/D. While we do not suggest that property owners need to write a book about their property, they do need to provide sufficient, useful and concise information about their property and focus on its unique selling features and the benefits it would offer to its occupants. Be specific rather than general. For example, instead of writing "Located close to public transportation," try, "Located one block away from bus route #10 which will take you to the university in 15 minutes."
Tip #3: Landlords Must Include Photos!
A picture speaks a thousand words and it can powerfully convey to the audience what the landlord is selling. There is no excuse for not having photos of the property when advertising online. The owner increases their chances of having their property clicked on if they show photos. The chances that the renter can recall the property in their mind is greatly improved with photographic images. Most websites allow unlimited photos to be posted. The landlord should ensure that they are selective with the photos that they post. Their photos should feature the most attractive aspects of their property (whether it be the beautiful hardwood floors, the cool lighting fixtures, or that new washer and dryer). Remember to edit the photos by using the cropping tool, correcting the exposure and re-take blurry photos to ensure that they are in focus.
Tip #4: Know The Customer
It is important for landlords to have a good understanding of their renter profile. Certain locations and property types tend to attract certain renter profiles and landlords should have an understanding of what is important to them. What's important may be proximity to public transit and schools, very good security, luxury finishes, full-time concierge service, in-suite laundry, utilities that are included in the rent, a lively neighborhood or perhaps a quiet neighborhood. Depending on the renter profile, the landlord may want to emphasize certain property features and benefits in the online property ad.
Tip #5: Check out The Competition
Business would be easy if we had no competition! Prpperty owners should have an understanding of the quantity and quality of other properties, either by location or by target market. For instance, the landord may notice that there is an abundance of properties just like theirs, that their price is relatively high or low, that the subject property has the best curb appeal, or that they are the only one offering a negotiable move-in date. If the house for rent is competitive, make sure that is emphasized in the ad.
Time is valuable and landlords should not waste it by listing their property and not getting a ton of response on it. Marketing is a numbers game in that landlords want to generate a lot of interest, and then filter prospective renters even further. The odds of a landlord finding the right renter are improved when an effective ad is written.
Contact:
Linda Chan, Marketing Director, RentClick.ca
Twitter: http://www.twitter.com/rentclickcgy
Website: RentClick.ca
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