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If you are renting real estate in 2022, you have started a profitable business. As house prices rise and the demand for rental properties grows, there is no investment more lucrative than real estate. But to get the most out of this leasing season, you need a foolproof marketing strategy. This means creating attractive offers and advertising them online.
There are many ways to generate leads for your rental properties, from dedicated ad sites to social media. A well-written list of attractive photos will shine on any of these sites. So, what makes a great listing? Where is the best place to advertise in 2022? What can you do to guarantee filled units this lease season? Here’s how to maximize the 2022 lease season with rental marketing:
Related: How to Get the Most Out of Your Rental Property Investment
Write a compelling listing
Each filled unit starts with a compelling mention. Your listings should be more than just eye-catching, but also informative and specific. Below are the three main components of an offer and how to master them:
A headline is one line of all the important facts about your property. The best headlines are short, but contain all the information a tenant needs to decide whether a property is worth investigating further. At a minimum, your headline should include price, number of bedrooms and bathrooms, building type, neighborhood, and the property’s best feature or amenity. Here’s an example of a headline that uses this formula:
$950 1 bedroom/1 bath condo in downtown Cincinnati near Fountain Square
Every listing needs high quality photos. In many cases, photos determine whether a renter will decide it’s worth clicking the ad. Here’s our best advice for taking the perfect photos of your property:
Use a decent camera and tripod: You don’t have to spend money on expensive equipment, just make sure that the camera you use takes high-quality photos. If you don’t have a professional setup, try pairing a decent smartphone with a portable tripod.
Take advantage of natural light: Natural light is most flattering in photos. Try to take pictures during the day.
Only upload high quality files: High-resolution photos are always more attractive.
Equipped with the main rooms: Focus on kitchens and bedrooms. If the advertising service you use allows more, add bathrooms and other living areas.
Add a map: Floor plans help tenants visualize the unit and decide if it will meet their needs.
The description component is your chance to fill in any property details not included in the headline. While a concise description is preferred, try to include as much relevant detail as possible. Bulleted lists also make your description more readable. Be sure to mention:
Services: List the features and services included in the rental, such as laundry services, package lockers, or access to a fitness center.
Specifications: Be specific about the age, condition and layout of the device. Add an itemized list of rooms and utilities.
Dimensions and dimensions: Exact dimensions of the property help tenants decide if the size is appropriate.
Your Pet Policy: Pet owners want to know in advance if you allow pets. Don’t forget to include information about pet rentals or fees.
Exact location of the house: Provide the address so renters can find it on a map.
Main lease terms: Are there important conditions that tenants should be aware of? Let your tenants know if the lease will be monthly, annual, etc., and provide details of your security deposit policy.
Your Contact Information: Include your phone and email address so that interested tenants can contact you.
Related: 15 Real Estate Management Tips for Entrepreneurs Looking for Passive Real Estate Income
Post your offers
Now that you’ve written your listing, it’s time to launch it online. Home for sale sites receive many visitors throughout the year and are great places to market your properties. Social media can also be a lucrative place to post ads.
List of sites:
Some of the most popular rental sites include Zillow, Apartments.com, and Zumper – as well as Airbnb for short-term vacations. These sites attract millions of tenant visitors every day. It’s usually free to post and monitor your listings, but paid options may also be available. One feature that makes sites worth mentioning is syndication with other sites in their networks. Sites like Zillow and Apartments.com extend the reach of your listings by sharing posts to affiliated sites, such as Trulia, HotPads, PadMapper, Walkscore, and Facebook Marketplace.
Before you decide on which site(s) you want to post, think about what is important to you as a landlord and investor. If you are looking for broad syndication, you can choose to post to Apartments.com, which offers syndicate with eight additional sites. If price is your priority, look for budget-friendly options like Zumper or Craigslist, where listings can always be posted for free.
Social media is also a great opportunity for rental ads. While platforms like Instagram, Twitter, TikTok, and YouTube are not designed for listings, they are often suitable for general marketing content. For example, post photos of your properties, video tours, infographics or other materials on these platforms.
Your social media presence is also critical to reaching tenants who will still be working remotely in 2022. These tenants are used to working, learning and shopping online. One way to appeal to this population is to create video screenings or 3D tours. Renters searching for homes online or those who live too far away to visit easily will appreciate the ability to interact virtually with your units.
The best social networking site for listings is Facebook Marketplace. The platform’s interface is designed for sellers, buyers, and renters, and its large user base helps you reach a different population of renters than those who use listing sites. Even renters without Facebook accounts can view your ads.
Facebook Marketplace also offers generous options and features. Sellers can add up to 50 photos, a walking or cycling score, and information about nearby schools and shops with ratings and distances.
Related: How to Avoid Long-Term Rental Vacancy and Safeguard Income?
Property management software
Your property management software platform is another tool you can use to maximize this year’s leasing season. Innago, Appfolio, Avail and other platforms provide syndication of offers similar to the sites mentioned above. However, the main advantage of syndicating on property management software is that there are usually more connected sites.
For example, Avail partners with 11 of the top listing sites (Zillow, Trulia, HotPads, Apartments.com, Walkscore, Lovely, PadMapper, Zumper, Realtor, Doorsteps, and Apartment List). With an Avail account, you have access to the platform’s syndication services and reach an average of 18 leads in two weeks. Pricing is tiered, but other platforms (like Innago) offer free list syndication.
Running a rental business in 2022 is a digital business. However, even beginners can learn to navigate the ins and outs of digital rental marketing and offer syndication. With the right tools, you have enough leads to fill your units this lease season.