Ad writing tips for listing a rental property

When you are writing an ad for your Rental Property, the key is to make your ad stand out from the rest. Several people use the same wording and selling points as everyone else and this will cause a potential tenant to think they're all the same. In order to prevent your ad from becoming just another listing on the page, just follow these simple techniques:

Make Your Headline Stand Out: Almost every rental ad starts out the same, 'Nice 1 BD/1 BA…', 'Great Location' or 'Clean' or some variation thereof. This is why all rental ads suddenly become the same. While certain newspaper markets may require their printed ads be listed in this way, the body of your online ad does not have to be. The idea is to give your potential tenants a great first impression and make them stop and read your ad and not simply go on to the next 'Nice' apartment in a 'Great Location' right next to yours. You can do this by listing what your rental has to offer that others may not. If it is the location, say what it is. For example, instead of 'Great Location', you can say 'Two blocks to museum' or 'Just two minutes from the beach!'. If the location isn't going to be your selling point, then consider mentioning other features or amenities that your property offers that others may not such as 'option-to-buy', 'free high-speed internet' or 'hardwood floors'. Also, if you are offering any specials, don't just say 'Ask about our specials' or 'Winter Specials Available!'. These days, almost every rental property and apartment complex is offering some type of specials for new tenants. Tell people what these specials are. Tell them 'Two weeks free!' or 'No security deposit!' if that's what your special is. Since most people won't call in just to find out what you’re offering, be sure to list it in your ad!

Give Enough Information to Grab Interest: If someone is looking for a two bedroom apartment, they will never rent a studio. Even if someone does decide to take a one bedroom instead, most likely the tenant will feel 'tricked' and usually will not stay beyond the original lease length. Basically, the idea is to not purposely leave out information in hopes of more calls and inquiries. This is an old trick that a lot of people are familiar with these days and, with the advent of the internet and apartment reviewing websites, this can lead to a bad reputation for your apartment complex or property. Also, since as we know, time is money, why would you want to have to field several calls and reply to emails that will not turn into tenants after they find that your property is not right for them? Be sure to tell people in your ad how many bedrooms, bathrooms, square feet the property has and the include rental price, even if it is negotiable. If the rent is negotiable, be sure to state that in the ad as well. Also, another thing to consider is an open house, even for a rental. The more eyes on a property, the higher chance it will be rented. If you are going to have one, be sure to list the date, time and address. Also, what amenities do you offer? Does it include free water and sewage? Does it include small appliances or a washer & dryer? Be sure to state that in your ad as well. Last but not least, be sure to include clear and flattering photos of your property. Rental ads that do not include photos will almost certainly cause people to skip over your ad. Most potential tenants will feel that the property must not be very good if there are no photos, both exterior and interior, included with the ad. Neglecting to do this may even negate anything positive you write about your ad so be sure not to forget this key element.

End The Ad with a Call to Immediate Action: Why should the potential tenant take action right now? Make sure you let them know of any incentives or specials they can qualify for in the ad if they call before a certain date. You want the tenants to call now and get your property rented so you should list any specific reasons as to why they should not delay.

Things to Avoid: There are some very common things that a lot of people use in rental ads that have become so over-used, they have become cliches to be avoided. Try not to use all capital letters in your ad. This can make the ad look somewhat desperate and that is not something you want when you are attempting to rent your property. Another thing to avoid doing is using 'empty' phrases such as 'nice', 'great' or 'clean'. These have been used so often, that to most potential tenants, they have lost almost all meaning. Also, where you can, try to avoid using abbreviations in your Online Ad copy. Also, keep in mind that it is illegal to use any sort of discriminatory language in your posting. If you are unsure as to what is discriminatory, please refer to the Federal Fair Housing Laws and any housing laws in your State.

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