As a rental property owner, effective marketing and advertising is a powerful strategy you can use to minimize vacancy periods, find great long-term residents, and optimize the returns on your rental property investment.

Even if you have a wonderful rental property ready to go, unless it's showcased properly, you could be missing out on potential rental income and an enhanced ROI. Ultimately, a combination of exceptional advertising and a solid tenant screening process paves the way for a rewarding landlord-tenant relationship.

Today, the team at McCourt Real Estate and Property Management is thrilled to share three valuable insights on effectively marketing your rental property. Keep reading to learn more!

1. Elevate Your Photography

High-quality photographs can make all the difference in finding quality tenants and positioning your rental property in the right market spotlight.

Keep in mind that prospective tenants looking for a new rental home dedicate a significant chunk of their search time to exploring photos. Studies reveal that they spend around 60 percent of their browsing time scrolling through images within an advertisement.

That’s why it’s important that you dedicate the time and effort necessary to get high-quality photographs for your rental property listing. Avoid just snapping a few hasty shots with your phone.

Person looking through settings on a DSLR camera

Create the Right Setting

Taking good photos starts with staging and preparing your property. Get rid of any clutter or debris in the space to make sure the property looks clean and ready to live in. Attention to detail matters – put the toilet lids down, clear away cleaning supplies from surfaces, and tuck personal items out of view.

The objective is to provide a blank canvas for potential residents to picture themselves living in. This connection hinges on visual appeal. Make sure the windows are clean, corners are cobweb-free, and ceiling fans are dust-free. Pay attention to your curb appeal, too, since you’ll want to include a few images of the exterior of the property.

Focus on Lighting

Don't underestimate the power of lighting. Schedule your photography sessions during the day, ideally in mid-morning or early afternoon. If circumstances don't allow for natural light or the weather isn't cooperating, turn on the lights inside to make sure you can take clear photos.

Get the Angles Right

Once the property is clean and well-lit, it's time to focus on the angles. Optimal shots are captured from the corner, allowing a broader perspective. Try to include two walls in the photo rather than three, since the latter can inadvertently compress a room's appearance.

Maintain a natural perspective – avoid shooting from excessive heights, which can distort the pictures. Strive for authentic, appealing shots that highlight the property's best features.

a small family and a person in a suit looking at a living room

Prepare Ahead of Time

Before starting your photography session, consider making a shot list. This proactive approach ensures that the photographer – whether a professional or yourself – can capture the best shots with a well-organized plan in mind.

  • Photograph every bedroom.
  • Include all bathrooms.
  • Highlight the kitchen and its appliances.
  • Capture the dining areas both indoors and outdoors.
  • Showcase living and family spaces.
  • Don't overlook outdoor areas, especially if there is a yard or parking spot.
  • Incorporate additional shots that highlight the property’s best features.
  • Consider including images that provide a glimpse of the surrounding area, offering a holistic view for potential residents envisioning life there.

Use the Right Equipment

You can take high-resolution photos without spending a ton on a new camera. An SLR camera is ideal, but smartphones can also deliver excellent results. Remember, the minimum resolution for uploaded images is 72 pixels.

2. Create a Compelling Property Description

Once you’ve got great photos for your listing, it’s time to create an engaging and precise description of your rental property listing.

Beyond being a way to tell a story about the space you’re renting out, ad copy plays a crucial role in enhancing search engine optimization (SEO), ensuring your listings reach as many potential residents as possible.

a person on a sofa reading papers

Craft a Headline that Resonates

The headline is the first impression prospective tenants get with your listing, often shaping their decision to look at the photos or reach out. Use this formula when creating a headline for your rental property advertisement:

Rental Price + Number of Bedrooms + Number of Bathrooms + Property Type + Location + Standout Feature

This allows you to include all the important information right away and pull readers in to find out more. By using this formula, your headline succinctly communicates the price range, location, and essential property details.

Create a Narrative through Summary Descriptions

Once you have your headline, work on creating a summary description of your property to accompany the images.

Elevate your summary by accentuating available amenities and distinctive features. Paint a vivid picture with well-chosen adjectives so applicants can really picture what their life in the property would look like.

Be Precise and Transparent

It's important that your language resonates with your target audience. If your property has specific policies—such as pet regulations or other limitations—ensure these are clearly communicated in your ad. Address whether utilities are included, or if the property has amenities like a pool, parking, or storage space.

Transparent communication means you’ll have to answer fewer clarifying questions from potential tenants.

3. Increase Your Listing's Reach

Creating an exceptional listing is the first step, but its efficacy hinges on reaching a large audience of potential residents. Ensuring optimal visibility is important; if your ad goes unnoticed, so might your property. Embrace both online and offline strategies.

A white desk set up with a keyboard, mouse, and Mac desktop computer

Extend your reach by using online listing platforms like Zillow, HotPads, and Zumper. Go offline with a professional yard sign to catch the eye of people in the area.

Consistently oversee and fine-tune your listing, since different platforms may have varying update policies. Make sure your listing remains current and competitive.

Expanding your rental property's reach requires a comprehensive approach. By monitoring your listing’s performance and making strategic updates, your listing will be able to stand out in a competitive market.

Bottom Line

Owning an exceptional rental property is just the beginning. To truly capitalize on its potential, using quality photography and compelling copy is essential. Strategic advertising and targeted distribution of your listing are important for success.

While the process may seem daunting, working with a property management company can make the journey way easier. McCourt Real Estate and Property Management brings a wealth of experience and resources to the table, making the entire advertising process more efficient and effective.

By aligning these key factors—property presentation, strategic marketing, and professional support—you're ready to maximize your rental property's potential, attract new tenants, and ultimately optimize your investment. Get in touch with us today!