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How to Write a Rental Listing That Attracts Qualified Tenants
Writing a strong rental listing is an important first step towards attracting qualified applicants and finding a great tenant. The listing provides key details about the property, highlights features of the unit, and gives prospective tenants clear next steps for the application process.
In this guide, we’ll discuss what every rental listing should include, cover best practices for drafting a listing, and answer frequently asked questions about rental ads.
If you’ve already got a strong listing ad, use ezLandlordForm’s online rental application to make the application and screening process frictionless for applicants.
What Makes a Rental Listing Attract Quality Leads and Applications?
A rental listing grabs attention and attracts quality leads when it includes a clear headline, detailed property information, transparency about rent, fees, and terms, objective screening criteria, high-quality photos, and clear next steps for applicants.
The best listings attract attention, accurately highlight the best features of a property, and communicate key information that an applicant needs. As a landlord, you don’t just want to attract traffic to your listing. You want to attract qualified applicants who have serious interest in your unit.
Step 1: Write a Clear Rental Listing Headline
The headline is the first thing prospective tenants see. It can determine whether the applicant keeps scrolling or clicks to learn more. A good rental ad headline is:
- Informative, communicating 1-2 key features of the property
- Written with the target audience in mind
- Accurate, so it attracts quality leads and builds trust with potential tenants
- Compliant with rental ad fair housing laws. Neither your headline nor your listing should communicate a preference for applicants based on a protected class. For example, do not say things like: “Adults only” or “Perfect for Young Professionals.”
Some examples of strong headlines include:
- Spacious 1-Bedroom Apartment Near Public Transit
- Updated 2-Bedroom Unit in Heart of Downtown
- Bright 3-Bedroom Home With Large Backyard
- 2-Bedroom Apartment With Access to Fitness Center & Dog Park
Step 2: Include Essential Property, Rent, and Lease Details
Rental listings attract attention from qualified leads when they include detailed information about the tenancy, property, and tenant screening process.
Your description should include:
- The rent amount, security deposit amount, and any additional fees.
- The property type, size, and number of bedrooms and bathrooms.
- When the unit is available and the length of the lease term.
- Who is responsible for utilities.
- Screening criteria, including credit or income requirements.
- Key rules – for example, whether pets are allowed, occupancy limits, and the smoking policy.
- Notable features or upgrades – for example, in-unit laundry, additional storage, or outdoor space.
- Parking rules – for example, garage parking, off-street, or a reserved spot.
- The location, including nearby amenities like restaurants, shops, or parks.
- Application fees and next steps for the application process, including how to request a showing or submit an application.
Step 3: Add Lawful, Consistent Tenant Screening Criteria
It’s helpful for landlords and applicants to include tenant screening criteria in the listing. Common criteria that landlords include are:
- Minimum income requirements – often 2.5 to 3 times the rent amount
- References from prior landlords
- Employment and/or income verification
- Required documentation – for example, a copy of the applicant’s ID, consent for screening reports, or authorizations to contact employers or prior landlords.
Some best practices for creating and applying screening criteria include:
- Being transparent about screening criteria from the outset – share these with applicants before collecting an application fee
- Only using objective criteria that comply with fair housing laws
- Applying criteria consistently to all applicants – don’t make exceptions for one applicant that you wouldn’t make for another
- Reviewing state and federal rental ad fair housing and screening laws to ensure a legally compliant process.
Step 4: Add High-Quality Rental Listing Photos
High-quality, high-resolution photos are one of the best ways to attract attention and help potential applicants determine whether a property meets their needs. Listings should include high-quality photos of:
- All rooms and spaces
- The exterior view and entrance
- Closets and storage spaces
- Garage or parking areas
- Outdoor spaces
- Included amenities – like a pool, fitness center, or dog park
Some best practices for rental listing photos include:
- Make sure the unit is clean
- Turn on lights and open blinds to make photos bright
- Use current photos that accurately reflect the condition of the unit
- Add a floor plan or virtual tour whenever possible.
Step 5: Make the Rental Application Process Frictionless
The final key for a strong listing is giving applicants a clear call to action to move forward with the unit. Your listing should provide clear instructions about the application process and tell applicants how to get started with the process.
To make it as easy as possible for applicants to take the next step, consider adding a link to “schedule a showing” or “start your rental application.”
Your application should be user-friendly and something that applicants can easily complete on a mobile device or tablet. Avoid duplicative steps and make scheduling and completing paperwork as convenient as possible for applicants.
Not only will this ensure that you get applications from quality applicants, but it will also set a professional tone with potential tenants.
Rental Listing FAQs for Landlords
What Should Be Included in a Rental Listing?
Every residential rental listing should include the key information applicants need to determine whether the property is what they need, screening criteria to determine whether they are qualified applicants, and next steps to start the application process. Specifically, the listing should include the property address, the type of property, the size of the property, rent amount, security deposit amount, when the unit is available, the lease term, important property rules, tenant screening criteria, and how to set up a showing or start a rental application.
What Can You Not Say in a Rental Listing?
Landlords may not say things in a rental listing that indicate they want to attract or deter applicants in a protected class. Federal fair housing laws prohibit landlords from discriminating against applicants based on race, color, national origin, religion, sex, familial status, or disability. Some states have additional fair housing laws that extend protections to additional classes.
To comply with fair housing laws, avoid saying things like: “ideal for a single person,” “Christian neighborhood,” or “no kids.”
How Do I Attract Qualified Applicants?
The best way to attract qualified tenants is by accurately highlighting key features of your unit, providing applicants with detailed information about the unit and tenancy, and being transparent about terms, fees, and next steps. The listing should also include high-quality photos and, if possible, a floor plan or virtual tour. Ensure you’re ready to fill the next vacancy by having a rental listing template that you can use with all units.
Can Landlords Include Credit and Income Requirements in a Rental Ad?
Yes, in most cases, landlords can include objective credit and income requirements in a rental unit ad. These are legitimate screening considerations that landlords can set, and it’s helpful to include this information in the listing. Tenant screening criteria should be applied consistently and in a non-discriminatory way.
How Long Should a Rental Listing Be?
There is no set length for a rental listing, but around 150 words is usually ideal. You want to keep your listing as short as possible while also including all necessary information. Some platforms have word or character limits that you’ll have to comply with. As a general rule, aim for around 150 words and don’t exceed 300 words.
Key Takeaways for Landlords About Writing A Rental Listing to Attract Qualified Tenants
The rental listing is an important first step towards advertising a rental property and finding a great tenant. Make sure you attract qualified applicants by having a detailed, accurate, and legally compliant listing.
Before you get started, review state, local, and federal screening regulations. Good systems for attracting qualified tenants help set landlords and tenants up for a successful tenancy.
