A rental listing is only as strong as its property description. Without accurate details, targeted keywords, and accompanying visuals to top it all off, a rental listing will fall through the cracks and fail to catch the eyes of potential tenants.
You may be thinking, “How critical can property descriptions really be?” Dramatics aside, property descriptions are vital for attracting and retaining tenants. In today’s digital age, most tenants base their decisions on online rental listings alone, relying on photos and descriptions to give them a full picture. That said, it’s important to understand the impact of property descriptions on your rental listing and how to craft them accurately and thoroughly.
In this article, we’ll discuss the impact of effective property descriptions by delving into the following topics:
- Benefits of accurate property descriptions
- How to craft an accurate property description
- Ways to use AI for property descriptions
- How Apartments.com can help you with a property description
Benefits of an Accurate Property Description
Many underestimate the power of a good property description. While photos are often at the center stage, property descriptions are the supporting actors that fill in the gaps and provide essential information. Without them, your rental listing would be incomplete and leave prospective tenants with unanswered questions.
To understand the importance of property descriptions for your rental business, here are some key benefits of having accurate property descriptions in your listing:
Attracting the right tenants
The better your rental listing, the more likely you are to attract the right tenants. The highest caliber of renters will have high standards throughout their rental search. When surveying listings, they will want to see a lengthy series of photos and, of course, accurate and detailed property descriptions. Without these components, they may second-guess the verity of your listing and choose to explore other options. So, to attract responsible, long-term renters, pay attention to your property descriptions. Otherwise, you risk attracting problem tenants who don’t care about making informed decisions.
Reducing vacancy rates
While on the topic of long-term tenants, let’s talk about property vacancies. Because strong property descriptions increase your chances of finding quality tenants, they also minimize your risk of vacancies.
Inaccurate property descriptions increase the likelihood of surprises. Whether it be popcorn ceilings, outdated appliances, or limited natural light, surprises can make renters feel misled and motivated to explore other options once their lease is up. Accurate and detailed property descriptions eliminate these surprises and let renters know exactly what they’re getting into after signing a lease. This not only helps retain current occupants but also reduces the stress and costs of tenant turnover.
Building trust with tenants
Trust is a pillar of a positive tenant-landlord relationship. Creating an accurate property description is the first step in building this trust, as it shows you have nothing to hide about your property or landlord practices. Even if your rental has faults, disclosing these imperfections upfront is much better than keeping them hidden. This is what causes those “surprises” we just mentioned, which can increase your risk of vacancies and harm your reputation as a landlord.
Crafting an Effective Property Description
A property description goes beyond merely detailing the nuts and bolts of your rental. It conveys the full narrative of your property to potential tenants. Consider its history—when was it built? What is the community like in your neighborhood? What unique qualities distinguish your property from others on the market? As you craft your property descriptions, keep these questions in mind and the following guidelines to create a compelling, informative, and accurate rental listing.
Include all key elements
For a property description to serve its purpose, it has to contain several key elements. From general information about price and square footage to unique details about the home’s amenities, location, and overall fee, the more details you can share, the better. Try to paint the clearest picture you can for the renter so they know right away if your property is for them.
The following are key elements to include in your rental listing’s property description:
- Rental price
- Lease duration
- Required fees (security deposit, move-in fees, HOA fees)
- Square footage
- Number of bedrooms and bathrooms
- Recent upgrades
- Desirable features/amenities
- Pet policy
- Parking policy
- Location (proximity to transit, dining, shopping, etc.)
- Shared amenities, if applicable (laundry, pool, gym, etc.)
- Any special restrictions (smoking, quiet hours, etc.)
In addition to these key elements, consider including any unique selling points that make your property stand out from others on the market. These could be things like a newly renovated kitchen, a balcony with a view, or even an in-unit washer and dryer.
Here’s a good example of an effective property description offering specific details and captivating language:
“Discover a charming three-bedroom, two-bath home in Atlanta, GA, just a short stroll from the scenic Piedmont Park. Spend your weekends exploring the sprawling green spaces or visiting nearby shops and restaurants in Midtown. This lovely home is nestled on a beautifully landscaped lot, featuring a lovely garden in the backyard, perfect for relaxing on your private deck. Enjoy summer gatherings in the garden or cozy up by the inviting fireplace in the living room, taking in the stunning views through the expansive bay window during the colder months.”
Avoid common mistakes
Now that you’ve learned what to include in your property description, you should also know what not to include as well. There are several ways you can go wrong with a property description, from using incomprehensible rental jargon to exaggerating property features. As you craft your description, make sure to avoid the following mistakes:
- Misrepresenting your rental by describing it inaccurately (ex. Using descriptors like “spacious” or “luxury” when they don’t apply)
- Providing incorrect quantitative information (ex. Miscounting number of beds, baths, parking spaces, etc.)
- Using overly formal language or too many technical terms
- Violating the Fair Housing Act with discriminatory language (ex. Putting a limit on the number of children a family can have in the rental)
- Not proofreading or editing for spelling and grammar issues
- Using outdated or irrelevant information (ex. Referencing proximity to a restaurant that is no longer in business)
- Including personal or biased statements about the property or surrounding areas
Utilize high-quality visuals
You could have the best-written property description in the world. However, it will have little impact if you don’t have accompanying visuals. High-quality, professional photos are the best complement to a thorough property description. Together, they will capture a tenant’s attention and spark their interest in your property.
Make sure your photos are up to par with your property description. Otherwise, renters might question the accuracy of your description. Here are some tips for creating complementary visuals for your property description:
- Make sure your photos are well-lit, either with natural light or indoor fixtures
- Avoid capturing your reflection, particularly in bathrooms
- Showcase highlights within your community (ex. Photos of nearby shopping centers, walking paths, etc.)
- Use a wide-angle lens to capture as much space as possible
- Consider hiring a professional real estate photographer for high-quality, well-staged photos
Responsibly Using AI to Create Property Listings
Not every landlord can be a skilled wordsmith. If you don’t exactly have a way with words, you might consider using Artificial Intelligence (AI) for your property description. Though AI is relatively new to the rental industry, it’s quickly becoming a popular tool for landlords to automate their property management practices, specifically when creating a rental listing.
According to a recent survey from the National Apartment Association, 85% of property managers claim to have a basic understanding of AI. However, when asked if they’ve ever used AI technology before, only 32% said yes. That said, there’s still much room for growth and learning when it comes to AI. If you, too, are an AI beginner, here are some tips for getting started:
Ensure human oversight
Human oversight is critical to effective AI usage. Without it, you run the risk of displaying inaccurate or biased information in your property description. Before you publish any AI-created content, thoroughly proofread and edit it. That way, you can make sure your property description is well-written, accurate, and up to industry standards.
Balance automation with personalization
As tempting as it may be, you shouldn’t rely entirely on AI tools for your property description. Rather, you should find a balance between AI-generated and original content. Even if you don’t consider yourself to be good with words, try to find ways to add your own personal flair and style. This way, your description won’t sound too robotic or impersonal and instead show clear signs of originality and human efforts.
Use the right tools
There are several available AI tools for creating property descriptions, including one from yours truly! Here at Apartments.com, we’ve launched our very own AI feature to help landlords optimize their rental listings.
With our AI generator tool, you can streamline the listing process and create an efficient, comprehensive property description. All you have to do is input property details into our description generator, including address, number of bedrooms, photos, etc. Then, you’ll receive an AI-generated property description based on the details and images you provided. Once you’ve edited and finalized your description, you can publish it to your listing on Apartments.com. And voila! You have a captivating and accurate property description without all the hassle.
Optimize Your Listing with Apartments.com
Creating a compelling and accurate property description is a lot harder than it looks. Not only do you have to remember to include all the important property details, but you must also ensure the description is well-written and captivating to renters. Luckily, you can achieve both of these feats when you list with Apartments.com.
Our AI property description generator, coupled with our expansive suite of Rental Tools, can help you create a powerful rental listing that will wow tenants. Plus, our platform promises maximum exposure, ensuring your listing reaches a wide audience of interested renters ready to submit their applications. Let us eliminate the hassle of the listing process by taking advantage of our tools and resources. Create your listing today!
