How to Advertise Rental Property: Cutting Your Vacancy Period by Marketing Effectively

The time between when a property is vacated and when a tenant signs a lease can always be shortened. Your current methods for getting attention for your property probably work just fine. But, if you’re curious about other methods you might employ to cut down your vacancy period, possibly by a month or two’s worth of rental income, keep reading.

The role models for reducing vacancy periods are property managers, at least, that’s where we’ve been focusing our attention over the last few blog posts. We’ll look at how property managers market an owner’s property, and you can cherry-pick the methods you’ll end up employing with your property. Let’s get stuck in.

Develop Your Advertisement With the Objective in Mind

What are the basic objectives you want to think about while considering how to market your property? They’re probably going to be: reduce vacancy time, attract great tenants, earn the most money on your rental property, and help people who need a home get connected with one.

Selecting the right platforms and methods to effectively advertise your rental property is essential for reaching your target audience. Utilizing proven strategies for marketing rental properties can help reduce vacancy time and ensure your property stands out in a competitive market. You want to attract a large pool of prospective tenants so that you have a better selection.

Setting the Right Rent Price

Setting the right rent price for your rental property is one of the most important steps in attracting potential tenants and maximizing your rental income. Start by researching the local market—look at online listings and rental sites like Zillow Rental Manager to see what comparable properties in your area are charging. Pay close attention to properties with similar amenities, square footage, and location, as well as the overall demand for rentals in your neighborhood.

Analyze the data you find to determine a competitive rent that reflects your property’s value without pricing yourself out of the market. Consider the condition of your property, any recent upgrades, and unique features that might justify a higher rent. Remember, setting your rent too high can lead to longer vacancies, while pricing it too low may mean leaving money on the table. By using online tools and staying informed about the local market, you can set a rent price that attracts more renters and helps you find a great tenant quickly.

Three Workflows to Get People’s Attention

First: Produce a Quality Camera Roll of Your Property

Invest the extra 2-3 hours on photography for the rental property, from planning the photo op, angles, exterior, props, lighting, editing, etcetera. The first reason you should focus on photos is that people pay significantly less attention to your property listing without them. A rental property listing that includes photographs gets 95 percent**more views than listings that don’t. No photos means fewer views, fewer views means a longer vacancy period, and a longer vacancy period means less rental income.

Additionally, residents searching for rental homes will spend most of their time looking at the photos. In fact, research has demonstrated that prospects spend 60 percent of their time scrolling through photographs in an ad. This suggests that a material portion of what drives a potential renter’s decision to reach out to you to express interest in your property is driven by the photos they looked at before the decision. Great photos can catch the eye of potential renters and increase word of mouth within the local community. The better you make your property stand out as an attractive, long-term living space, the sooner you’ll get a tenant to start paying you rent.

Which Photos to Take and How

Get the Interior and Exterior

First, note down which photos to take. Here is the list:

• Every bedroom in the house.
• Every bathroom in the house.
• Several pictures of the kitchen and its appliances.
• Dining areas – inside and outside.
• Living room and family room spaces.
• Outdoor spaces, especially the yard and any parking.
• Any other shots that provide a great ambiance.

Ancillary Notes: Community and Camera Quality

If the neighborhood has any nice views on the street or exterior, take those photos. But also, take some photos that demonstrate to the prospective buyer the kind of community they’ll find themselves in. Maybe there’s a great nightlife, it could be a neighborhood that’s nice and quiet, or near or in a bustling town center. In any case, try to depict that for the prospective tenant.

Additionally, try to use the highest quality camera you have available. SLR is ideal, but your smartphone camera should do just fine.

Second: Write Great Copy

Once you have your photos, you want to focus on creating a compelling rental listing with an engaging and illustrative description that ties the presentation of the property together. Creating effective ads, including online listings and social media posts, is crucial to attract tenants and increase visibility. The copy will help with visibility on search engines, which allows prospective tenants to see the listing when searching.

Writing the Headline

People will decide whether they want to keep reading based on the headline information you present. Leave out a headline and they might skip over the listing entirely.

[Rent per Month] + [Key Feature] + [Property Type/Size (bedroom and bathroom count)] + [Location/Neighborhood] + [Unique Selling Point / Benefit]

Here’s an example:

$1,800 1-bedroom 1-bathroom apartment 800 sq ft. in Montgomery County + Den w/Parking + AC

The headline immediately tells the prospective tenant the important information. You can add details and color the picture with words later.

Adding the Summary Section

This is where you tie your descriptions to all the photos you took. The summary section covers all additional information you want potential renters to know about. Help potential renters understand what the property is like: highlight amenities, key features, and include adjectives to describe what the neighborhood and broader community are like.

List Your Restrictions

Be sure to also include the restrictions or boundaries that help define the tenant. Group the most relevant questions and sort the harshest restrictions together, as these will help applicants understand if they qualify before moving forward.

Tenant Qualification Restrictions

• Income Requirements
  • Is there a minimum income requirement (e.g., 3x rent)?
  • Do you require proof of employment or income verification?
  • Are co-signers or guarantors allowed?
  • These restrictions help you make informed decisions when selecting a new tenant.
• Credit History
  • Is there a minimum credit score requirement?
  • Will past bankruptcies affect eligibility?
  • Do you require a credit check (and who pays for it)?
• Rental History
  • Are prior evictions disqualifying?
  • Do you contact previous landlords for references?
  • Is a certain length of rental history required?
• Background Check
  • Do you require a criminal background check?
  • Are certain offenses automatic disqualifiers?
  • Is there an age restriction (e.g., must be 18+ to sign the lease)?

Property Use & Occupancy Restrictions

• Occupancy Limits
  • Is there a maximum number of residents allowed?
  • Are unrelated roommates allowed?
  • Are overnight guests allowed, and for how long?
• Business Use
  • Can tenants run a business from the property?
  • Are short-term rentals (Airbnb, subletting) allowed?
• Lease Term
  • Is there a minimum lease term, or can it be month-to-month?

Pet Restrictions

• Are pets allowed?
• If yes:
  • Which types (dogs, cats, birds, reptiles)?
  • Any breed restrictions (e.g., no pit bulls, rottweilers)?
  • Any weight limit (e.g., under 40 lbs)?
  • Is there a limit on the number of pets?
  • Are service animals or emotional support animals exempt?
  • Are there additional pet deposits, pet rent, or fees?

Lifestyle Restrictions

• Is smoking allowed inside the unit?
• Is smoking allowed outside (balcony, patio, shared areas)?
• Are e-cigarettes/vapes included in the smoking policy?
• Are parties or large gatherings restricted?

Parking & Vehicle Restrictions

• Is parking included?
• If not, is it available for a fee?
• Are there limits on the number of vehicles per unit?
• Are oversized vehicles, RVs, or trailers allowed?
• Are motorcycles allowed?

Alteration & Renovation Restrictions

• Can tenants paint or decorate walls?
• Can tenants mount TVs, shelves, or fixtures?
• Can tenants replace appliances or fixtures?
• Are outdoor modifications (gardening, patios) allowed?

Storage Restrictions

• Is extra storage available?
• Are sheds, basements, or attics included?
• Are hazardous materials (chemicals, fuel) prohibited?
• Are bicycles, grills, or large items restricted?

Amenities & Shared Space Restrictions

• Are there curfews or quiet hours?
• Are laundry facilities shared or private?
• Are pools, gyms, or community spaces limited to tenants only?
• Are guests allowed to use amenities?

Financial Restrictions

• What is the security deposit requirement?
• Is it refundable?
• Are non-refundable fees (cleaning, admin) charged?
• Are utilities included or separate?
• Are renters’ insurance policies required?
• Are late fees or penalties clearly defined?
• Compare your security deposit and fee requirements to similar properties that have recently been rented in your area to ensure your terms are competitive.

Miscellaneous Restrictions

• Are there restrictions on deliveries (Amazon, furniture trucks)?
• Are grills, fire pits, or propane tanks allowed?
• Are satellite dishes or antennas allowed?
• Are window AC units permitted?
• Are solar panels or EV chargers allowed?

You don’t have to use all of these questions for your description; pick the ones you think would best set up a broad boundary for your prospective tenant. That way, they’ll have an understanding of who you’re looking for before moving forward to express interest.

Third: List the Ad on as Many Channels as Possible

Your listing is most effective when you’re tapping into a large audience. Getting as many people to see the listing increases the chances you’ll get more frequent replies. It’s easy to list your rental on multiple listing sites, which are valuable tools for landlords to promote their rental properties and reach more renters.

Here are the major online rental marketplaces you should put your listing on:

• Zillow Rental Manager (feeds into Zillow, Trulia, HotPads)
• Apartments.com (includes ApartmentFinder, ApartmentHomeLiving, etc.)
• Realtor.com Rentals
• Rent.com
• Zumper
• Avail (owned by Realtor.com)
• RentCafe (Yardi’s listing network)
• ApartmentList
• PadMapper
• RentHop

Free and Paid Listing Options

When it comes to advertising your rental property, you have a range of free and paid listing options to choose from. Free platforms like Zillow, Facebook Marketplace, and Craigslist are excellent starting points for small landlords or those with a limited marketing budget. These sites allow you to reach a broad audience of potential tenants without any upfront costs, making them ideal for single properties or rentals in high-demand areas.

For landlords with multiple units or those looking to boost visibility, paid listing options can offer added exposure. Premium listings on platforms like Zillow Rental Manager or Apartments.com often include features like priority placement, enhanced photos, and access to more detailed analytics. These benefits can be especially valuable in competitive rental markets or when you need to fill vacancies quickly. Consider your marketing strategy and the specific needs of your property when deciding between free and paid advertising options—sometimes, a small investment in added exposure can make a big difference in finding the right tenant.

Optimizing Rental Listings for Search Engines

To ensure your rental property stands out online and attracts more renters, it’s essential to optimize your rental listings for search engines. Start by including relevant keywords—such as “rental property,” “apartments for rent,” or “houses for rent”—in your property details and description. This helps your listing appear in search results when potential tenants are looking for rentals online.

Make sure your listing is complete and accurate, with up-to-date information about the property’s features, square footage, number of bedrooms and bathrooms, and any standout amenities. High quality photos are crucial, as they not only catch the eye of renters but also improve your listing’s ranking on many rental platforms. The more detailed and user-friendly your listing, the more likely it is to be found by renters searching for their next home. By optimizing your rental listings for search engines, you increase your chances of connecting with quality tenants quickly.

Open Houses and Property Showings

Hosting open houses and property showings is a proven strategy for attracting interested renters and giving them a firsthand look at your rental property. Before inviting potential tenants, make sure your property is spotless, well-maintained, and staged to highlight its best features. A welcoming atmosphere can make a big difference in how your property is perceived.

Promote your open house through social media, online listings, and local classifieds to reach a wider audience. During the event, be ready to answer questions about the property, its amenities, and the neighborhood. Highlight key features like proximity to public transportation, grocery stores, and other local attractions that make your rental stand out. Open houses and showings not only allow potential tenants to experience the space in person, but also give you the opportunity to connect with them directly and find a great tenant faster.

Measuring Success and Adjusting Your Marketing Strategy

To get the most out of your rental property marketing efforts, it’s important to track your results and make adjustments as needed. Monitor key metrics such as the number of inquiries, property viewings, and rental applications you receive from your online listings. Use the data and tools provided by rental platforms to see how your listings are performing and where you might improve.

If you’re not getting enough interest, consider updating your property description, adding more high quality photos, or adjusting your rent price to better match the local market. Regularly reviewing your marketing strategy and making data-driven changes can help you maximize visibility, fill vacancies faster, and attract quality tenants. By staying proactive and responsive, you’ll ensure your rental property remains competitive and profitable in any market.

Three Steps to Get Your Investment Up and Running Fast

All the steps you take to improve your listing with photography and descriptive copy help renters find your property online, making your rental stand out in filtered searches. These efforts not only get you rental income sooner, but also help you find renters more efficiently and generate more leads.

All the work you put into listing the property in as many places as possible cuts down the vacancy period for your property and increases the chances you’ll land a quality tenant. Follow through by delivering good photos, quality copy, and listing channels, and you’ll be occupied and paid soon, with a streamlined renting process that benefits both landlords and tenants.