How to Write Rental Ads that Attract Good Tenants

Finding the best tenants starts even before they go on a tour of your unit. It will start with your rental ad. A good rental ad can do things. First of all, it can grab attention from a potential tenant. Secondly, it will filter out the wrong people before they even apply. It will help you to save time, money, and headaches down the road. Read this guide, and we will help you understand how to write the best rental ads. 

How to Write Rental Ads that Attract Good Tenants

Begin with a compelling headline. Your headline is the first thing potential renters will see. Make sure it catches their attention and forces them to pause mid-scroll.

“Affordable 2BR apartment close to downtown” is not a compelling headline.

“2BR Apartment | Walk Score 89 | Close to public transportation” is a compelling headline.

Notice how the second example adds value immediately. It answers the question, “What’s in it for me?” before they even read the description.

Next, add a short introductory line. This line should be no more than 1-2 sentences. Use this sentence to tell renters about the best thing(s) about your unit. Highlight your best feature up front. 

Use short sentences. Don’t write lengthy paragraphs. Apartment seekers are usually browsing on their phones. They don’t want to have to dig for info. Make your ad skimmable. This is where you should use bullet points. Lists are attractive and effortless to skim. Renters can quickly see if your apartment has the traits they are searching for. Bay Property Management Group San Antonio suggests starting your property description with unique selling points, such as recent renovations. 

Be truthful. Never exaggerate what you have to offer. Yes, you want to sell your property. But if a renter contacts you based on your advertisement, they expect the unit to look a certain way when they arrive. If it doesn’t, you both wasted your time.

End with a call to action. Make sure you let renters know what to do next. For example, “Give us a call or text to schedule a viewing today.” Don’t make renters guess how they should proceed.

Elements of a Rental Ad Copy (Location, Unit Specifications, In-house Features, Local Amenities)

Every successful rental ad contains four main categories of information. Leave one out, and you may lose good renters.

Location 

Location, location, location. This is often what renters will look for first. Be specific. Saying your home is in “Houston” won’t cut it. Tell them the neighborhood. Mention what’s nearby. How far is downtown? Where can they find groceries, schools, parks, and other daily necessities? Say things like: 

• Five minutes to Rice Village 
• Walking distance to HEB and local restaurants 
• Quick access to I-10 and Main Street 

If your location is a big selling point, lead with this section. If your location is lacking, highlight other details about your rental unit, but don’t lie about where it’s situated.

Unit Specifications  

Give your renters the basic details upfront. Include: 

• Bed/baths 
• Square footage 
• Floor (if applicable) 
• Parking details 
• Pet friendliness 
• Rent amount and security deposit 
• Lease Terms 

Don’t make your renters hunt for information. Give them everything they need to know to decide on the ad itself. If they need to ask you what kind of hardwood floors you have or how many bedrooms your place has, they’ll just keep looking.

In-House Features 

Now you can sell your property. What makes it shine? Updated kitchens? In-unit laundry? Think about what sticks out to you about your rental unit. Does it feature: 

• New appliances 
• In-unit washer and dryer 
• Hardwood flooring 
• Roomy spaces/high ceilings/big windows 
• Central air conditioning/heat 
• Ample storage 

If so, list those features. And keep your language simple. Don’t say “fixtures with an aesthetic that is modern.” Say “new countertops and updated fixtures.” Plain English is best. Make sure to clearly list any monthly amenity fees to consider for transparency and build trust. Also, don’t forget to list which utilities are included in the rent. Nobody hates surprise bills, and renters love it when they know exactly how much they’ll be paying each month.

Local Amenities 

Remember that renters are buying more than just a house. They are buying into a lifestyle. Let them envision themselves there. Tell them about stuff that’s nearby. Some ideas: 

• Grocery stores and restaurants 
• Parks, hiking trails, etc. 
• Fitness centers/gyms 
• Entertainment 
• Bus lines/commute times 
• Schools/daycares (this is key for families) 

If your complex is new or the neighborhood is trendy, highlight that. If there is a new brewery downtown or a popular brunch spot two blocks away, say that too. These small things can be the difference between catching the attention of a quality renter and wasting their time.

How can Branding Help

Most landlords don’t spend any time thinking about branding. It can help you stand out, particularly if you own multiple units. By “branding,” I mean presenting yourself as a professional landlord, rather than a random guy renting out his mother’s basement. Branding establishes trust. And trust leads to quality tenants. Use these tips to bring your “brand” to your rental listings:

Name yourself

If you own multiple units, create a short name for your rental business. Create listings and social media pages with that name. It seems more professional than a random person listing an apartment.

Match your visuals and tone

All of your ads should feel like they’re coming from the same landlord. Use similar-looking photos. Keep the fonts you use on flyers consistent. And always sound friendly and professional. 

Emphasize your reputation

If your previous tenants loved renting from you, let folks know. “Responsive landlord with 5- star reviews on Zillow” is very convincing. Remember: great renters want a great landlord too! 

Set up a simple rental website or landing page

One page with your listings, rental policies, and contact information can help you stand out from the crowd. It also shows you are organized and run a professional business.

Reply quickly

Your response time is part of your personal brand. A prospect asks about your available unit. If you don’t get back to them within 24 hours, they’ll just find another landlord who will. Responding quickly shows you’ll be easy to work with, too.

Final Words

Writing a great rental advertisement is possibly the best investment a landlord can make. Spending those few extra minutes can be the difference between landing a nightmare tenant and a great one who’ll rent for years to come.

Be concise and truthful. Include location, the unit, in-unit amenities, and local attractions. Write short sentences. Use bullet points. Mention your best attributes first. Oh, and if you have more than one rental? Start crafting your brand. Professional landlords attract professional tenants. Your next great tenant is waiting. Let a killer ad bring them to you.