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If you’re renting property in 2022, you’ve embarked on a profitable venture. As real estate prices rise and demand for rental properties grows, there is no more lucrative investment than real estate. But to make the most of this leasing season, you need a coherent marketing strategy. This means creating attractive offers and promoting them online.
There are many ways to generate leads for your rental properties, from dedicated listing sites to social media. A well-written listing with appealing photos will shine on each of these pages. 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? How to maximize the 2022 leasing season with rental marketing:
Also see: How to get the most out of your rental property investments
Write an attractive ad
Each filled unit begins with an attractive listing. In addition to being eye-catching, your listings should also be informative and specific. Below are the three main components of a listing and how to master them:
A headline is a line that contains all the important facts about your property. The best headlines are brief, but contain all the information a tenant needs to decide if a property is worth investigating further. At a minimum, your headline should include price, number of bedrooms and bathrooms, type of building, neighborhood, and the best feature or amenities of the property. Here’s an example of a headline with this formula:
$950 1 Bed/1 Bath Apartment in downtown Cincinnati near Fountain Square
Every advertisement needs high-quality photos. In many cases, photos determine whether a renter decides that the listing is worth clicking on. Here are our top tips for capturing the perfect photos of your property:
Use a decent camera and a tripod: You don’t have to afford expensive equipment, but make sure the camera you use captures high-quality images. If you don’t have a professional setup, try pairing a decent smartphone with a portable tripod.
Use natural light: Natural light is most flattering in photos. Try to take photos in daylight.
Upload only high quality files: High-resolution photos are always more attractive.
Identify the most important rooms: Focus on kitchens and bedrooms. If the listing service you use allows for more, add bathrooms and other living spaces.
Attach floor plan: Floor plans help renters visualize the unit and decide if it meets their needs.
The description component is your opportunity to fill out any ownership details that are not included in the headline. Although a brief description is preferable, try to include as much relevant detail as possible. Bulleted lists also make your description more readable. Be sure to include:
Furnishing: List the features and services included in the rental — like laundry, parcel lockers, or access to a fitness center.
Specifications: Find out exactly the age, condition and layout of the unit. Include a detailed list of rooms and utilities.
Dimensions and dimensions: Accurate measurements of the property will help renters decide if the size is appropriate.
Your Pet Policy: Pet owners want to know if you allow pets in advance. Don’t forget to add information about pet rentals or fees.
Exact location of the property: Provide the address so renters can locate it on a map.
Important rental conditions: Are there important terms and conditions renters should be aware of? Let your tenants know if the lease is monthly, annual, etc. and state your security deposit policy.
Your contact information: Include your phone number and email address so interested renters can contact you.
Also see: 15 Property Management Tips for Entrepreneurs Looking for Passive Income from Real Estate
Publish your entries
After you’ve written your entry, it’s time to put it online. Residential real estate websites receive high traffic year-round and are great places to market your real estate. Social media can also be a lucrative place to post deals.
Listing of sites:
Some of the most popular rental sites are Zillow, Apartments.com and Zumper – as well as Airbnb for short-term vacation rentals. These websites are visited by millions of renters every day. It’s usually free to post and monitor your listings, but paid options may be available. One feature that makes listing sites worthwhile is syndication with other sites on their networks. Sites like Zillow and Apartments.com extend the reach of your listings by sharing posts on affiliated sites like Trulia, HotPads, PadMapper, Walkscore, and Facebook Marketplace.
Before you decide which pages to post on, think about what you value as a landlord and investor. If you’re looking for broad syndication, you can post on Apartments.com, which syndicates 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 advertising. Platforms like Instagram, Twitter, TikTok, and YouTube, while not designed for listings, are often good for general marketing content. For example, post pictures of your properties, video tours, infographics or other materials on these platforms.
Your social media presence is also crucial to reach tenants who are still working remotely in 2022. These tenants are used to working, learning and shopping online. One way to target this audience is to create video demonstrations or 3D house tours. Renters searching for properties online, or those who live too far away to conveniently visit, will appreciate the ability to interact with your units virtually.
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 set of renters than those who use listing sites. Tenants without a Facebook account can also see your ads.
Facebook Marketplace also offers generous options and features. Sellers can add up to 50 photos, a walk or bike score, and information about nearby schools and businesses with ratings and distances.
Related: How to avoid long-term rental vacancies and secure income
property management software
Their property management software platform is another tool you can leverage to maximize this year’s rental season. Innago, Appfolio, Avail, and other platforms offer listing syndication, similar to the sites mentioned above. However, the main benefit of syndicating property management software is that there tend to be more affiliated 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 can access the platform’s syndication services and generate an average of 18 leads in two weeks. Pricing is tiered, but other platforms (like Innago) offer list syndication for free.
Running a rental business in 2022 is a digital endeavor. But even beginners can learn to navigate the ins and outs of digital rental marketing and listing syndication. With the right tools, you’ll have plenty of leads to fill your units this leasing season.