You want your rental property’s ad to stand out among the rest. You would like it to be eye-catching, detailed, and spectacular. The only problem is … you don’t know where to start. Or what to include. Or how to write a property description. That’s okay! We’ll walk through it, one step at a time. And when we’re done, you’ll have a mind-blowing ad to share with the world!
Begin with the Basics
If you're not sure how to write a rental listing, start with the obvious: how many bedrooms does the rental have? How many bathrooms? These are the first things renters want to know. Many renters even search by the number of bedrooms, so this is information you want to lead with – maybe even in your headline. Speaking of headlines:
How to Write a Rental Listing Headline
Be specific in your headline. Don’t include fluff or jargon. For example, which headline do you think would attract the most attention?
Luxurious Townhome with High-End Amenities and Elegant Finishes
Two-Bedroom, Two-Bath Townhome for Rent in Buckhead, GA
Congratulations – your two-bedroom townhome just got noticed. You want to get the location in as soon as possible, as well the number of bedrooms and bathrooms. You only want renters interested in that particular area and needing that amount of space to contact you.
Add the Numbers
Be sure to include the rent up front. This is for the same reason as to why you want to specify the location and the number of bedrooms/bathrooms early on in your listing: to weed out those who can’t afford your property. You want real, qualified leads reaching out to you or you’ll spend a lot of time on the phone without really getting anywhere.
Also, be specific about other costs: move-in fees, the security deposit, any HOA fees they might have to pay, parking fees, what utilities they are responsible for, etc. Don’t worry that providing this information right away will scare renters off – most will appreciate you being upfront about it.
Specify your lease terms. Is it month-to-month or a 12-month lease? Will there be an option to renew at the end of the lease? Do you live on-site? Do you allow pets? What’s your pet policy? Include all of these pertinent details.
What to Include in Your Property Description
Provide as much detail as you can but be succinct about it. You want to keep this on the short side so you don’t lose the viewer’s interest. Here are some questions to answer as you write your description:
What makes your rental special? This is where you’ll highlight the things your property has that no other property can offer. Something drew you to this property. What was it? Whatever drew you will draw renters, as well. Is it a historic craftsman? A trendy downtown loft? A suburban hideaway near a lake or park?
Try to tell a story in your description. What will the renter’s life be like, living in your rental? Where will they shop? What is there to do? Are there exciting neighborhood events they can participate in?
Make sure your description says something. Avoid using generic or flowery language. Consider this rental description example:
A phenomenal location in a lush setting. Stroll along winding trails through miles of trees. An amazing home with lots to offer. You’ll love the landscaping and the outgoing community.
While that sounds lovely, the above doesn’t really say anything. Where will I be living? It sounds wooded. Am I going to be in the middle of a state park?
Try being specific:
A fantastic three-bedroom, two-bath home in Roswell GA, just a five-minute walk from the Chattahoochee River National Recreation Area. Spend your weekends hiking the miles of riverfront trails, or head to nearby Roswell Village to do some shopping. The home sits on a beautifully landscaped lot with a peach tree in the backyard, just off your private deck. Enjoy backyard barbecues in the summer, or sit next to the cozy fireplace in the living room and enjoy the view from a spectacular bay window during the winter.
With the above rental description example, you’ve placed the renter in your home. They can imagine hosting a get-together in the backyard, sitting next to the fireplace, or heading out for a day of hiking. These specific details will make your rental that much more real, and therefore more accessible and desirable.
Your property description can give other details, such as train stations or bus stops, nearby highways, bike lanes, and other commute options. Perhaps specify which schools and universities are in the area. How far are you from recognizable landmarks? If some are nearby, let renters know.
What Not to Include in Your Description
Be careful that you don’t violate the Federal Fair Housing Act (FHA) in your description. This law prohibits discrimination of protected groups. For example, you can’t put a limit on the number of children a family may have. You can’t define a neighborhood by race or national origin. If you aren’t sure about your ad, be sure to review these examples offered by HUD.
Always Review and Edit Your Property Description
Before we get into editing, there are some things you want to avoid!!!!! This is one of them!!!!!! AND SO IS THIS!!! If you want to convey excitement, do it through your words and not by filling your property description with unnecessary punctuation and capitalization.
The best way to edit is to walk away from what you wrote for a little while. Go make some coffee. Watch your favorite TV show. Go for a walk. Taking your mind off of it for a short time will help you view what you wrote with fresh eyes and make it much easier to catch mistakes.
Once you think it’s done, read it out loud. This works amazingly well. Just as if you were listening to a song, you’ll hear the rhythm of what you wrote and any odd phrasing (a missed note, just to stay with the music comparison) will jump out at you immediately. If you stumble over some words, try rewriting them.
Get someone else to read it. Having someone else read what you wrote will help you spot any missing information. Try to find someone who isn’t that familiar with your rental property and ask them to read it. If something isn’t clear, they’ll ask you about it. Take that feedback and revise your description.
Add Your Photos
Now that your description is amazing, it’s time to dress it up with photos. The photos take what you wrote and bring it to visual life. You need both – the description and the pictures. One without the other is much less effective. Here are some pointers for taking great photos:
- Clean up the house and the yard first. Vacuum the carpets and clean the windows.
- Open the blinds and turn on the lights.
- If there are mirrors in the room, make sure you aren’t showing up in them.
- Take your photos just after sunrise or just before sunset, when the lighting is best.
- To avoid distortions, try shooting photos at waist-level.
- Shoot at different angles (close up, medium, wide) for variety and to highlight special features
Aim for about 10-15 photos in your listing. Include too few photos and renters won’t get a good feel for the property. Include too many photos and they’ll feel overwhelmed. Take some photos of the front of the property, the back, and maybe include a few shots of the neighborhood.
Add a Video
While taking photos with your phone, consider shooting a video, as well! Post this to a video streaming site and to your social media accounts. You can also put something in the ad requesting they contact you for a link to the video. Videos can boost rental inquires by as much as 95 percent, so it’s worth taking the extra time to create one.
Additional Details to Include in Your Rental Listing
Pull out a few of your rental’s best features and create some bulleted lists. Things to include:
- Unique features and amenities
- Any current specials you may be offering
- Security and smart home features
- Parking details
- Special services (community pool and tennis court, a car-washing station, etc.)
- Neighborhood features
Your Contact Information
You created this amazing ad with a great description, lots of photos, and terrific details. Don’t forget the most important part of the ad – your contact information! Be sure to list your company website and your business email address so renters can reach out to you. If you have a business line or a number that rings through to your phone (i.e., Google Voice), provide that number as well (rather than providing your personal information). Be sure to include your business hours.
Get Your Ad in Front of Potential Renters
Take your beautiful ad and put it in front of millions of renters by listing it on Apartments.com. Your ad will appear on all five of our popular sites: Apartments.com, Apartment Finder, ForRent.com, Apartment Home Living, and Apartamentos.com. You’ll also be able to add Rental Tools, which will allow you to screen applicants, generate a lease, and even collect payments online. If you have questions about adding your listing, be sure to visit the Apartments.com Help Center.
