How to Make Rental Listings Stand Out in a Crowded Market: Special Announcements, Eye-Catching Photos, and More

Every empty unit costs you money — and in today’s crowded rental market, competition for qualified renters is fierce.

Vacancy rates over the last year have hovered around 7%. That means there are more than three million vacant units in the U.S.

With so many units on the market, your next tenant might scroll right past your listing unless it immediately catches their attention.

Here are three ways you can make your rental listings stand out in a crowded market.

1. Highlight Listings with Special Announcements

Everyone loves a deal. With ShowMojo’s Special Announcements feature, you can highlight property-level offers, like move-in specials, directly to the prospects most likely to act.

From the property page, you can quickly create or edit a special. ShowMojo will then email prospects who have shown interest in the property.

With ShowMojo’s Special Announcements, you easily nurture prospects by retargeting those most likely to convert with relevant listings. Personalize messages to make emails feel timely.

Special Announcements are particularly helpful when your team is juggling dozens of vacant units. Every tool that helps listings self-promote is a time saver.

Pro tip: When adding a Special Announcement to your listing, use clear, attention-getting language, like “First Month Free,” so prospects immediately see the value.

2. Write Compelling Descriptions

A promise of savings might get prospects to click on your listing, but how do you get them to keep reading?

You need a compelling listing description that not only delivers relevant information about your unit but also helps prospects imagine themselves in the space.

Before actually writing a listing description, it helps to make a list of all the information you want to include:

• Parking
• Pet policies
• Recent upgrades (new appliances, countertops, flooring, etc.)
• Desirable features (balcony, hardwood floors, walk-in closets, etc.)
• Shared amenities (fitness center, outdoor space, laundry facilities, etc.)
• Neighborhood features (public transportation, entertainment, schools, parks, etc.)

This helps you make sure you’re not missing any details that prospects are likely to ask about, reducing repetitive back-and-forth.

Use this list to paint a clear picture of the unit using descriptive language. Instead of writing that the unit has a “large living room,” you could write that it has a “spacious living room with floor-to-ceiling windows overlooking Main Street.”

In-unit laundry, spacious closets, and private outdoor spaces are some of the most desired features in a rental unit. If your unit has any of these, be sure to highlight them in your description.

Your last step is to proofread. Review your description carefully and correct any errors in spelling, formatting, and grammar.

Avoid using lots of exclamation points and writing in all caps. Instead of conveying excitement, this often ends up looking unprofessional. Online tools like Grammarly can also help ensure your writing is polished.

Pro tip: Second opinions are valuable. Have another person read through the description and provide feedback before posting.

3. Use High-Quality Photos

We all know the saying that a picture is worth a thousand words. As cliche as it may sound, it’s true. Your listing photos can sell your unit — or scare prospects away.

In fact, our data has shown that quality — not quantity — is what’s important in a listing’s photos. Listings with fewer, higher-quality photos actually receive more leads than listings with 26+ photos.

Follow these tips for taking photos that will appeal to prospects.

Capture Different Angles

Make sure your photos capture a wide view of each room. Zooming in on a granite countertop or new appliance may seem like a good way to highlight that feature, but it won’t give the prospect a clear impression of the space.

Some spaces — like small bathrooms or uniquely shaped rooms — can be hard to capture. Take photos from many different angles, so you can decide later on which ones best represent each room.

Light it Right

Dark rooms are unappealing. Photograph the unit during the day, when natural light can brighten up the space. Just be careful of glare. If the unit gets direct sunlight that causes harsh shadows, you may want to take photos on an overcast day.

If your unit has little natural light, add lamps that brighten the space with soft lighting.

Stage Simply

Staging rooms with furniture and decor can help prospects imagine how their furniture might fit.

Use simple, clean furniture in good condition for staging. Worn or extremely bulky furniture could make the unit look tired and cramped. Use minimal decor and don’t crowd the space.

Remove Distractions

Sometimes, you may need to photograph a unit while it’s still occupied. In this case, try to remove as many distracting details as possible to ensure the unit’s features can shine:

• Turn off TVs.
• Close toilet lids.
• Avoid capturing your reflection in mirrors or other reflective surfaces.
• Move vehicles from exterior shots.

Edit Wisely

Editing software can help you brighten up dark photos or remove distracting objects. Just be careful not to over-edit. If your photos are obviously altered, prospects may wonder why you’re trying to change the unit’s appearance.

Canva, Pixlr, or even your phone’s editing features are free options to help enhance your photos. Paid services also exist for more advanced editing needs.

Pro tip: Watermark your photos to prevent fraudsters from stealing them.

Keep Prospects Moving Through the Leasing Funnel

The listing is a prospect’s first impression of a unit, so it’s worth investing the effort in making sure it’s a positive experience. Special Announcements catch their attention, then high quality photos and compelling descriptions keep their interest.

Want to make it easy for prospects to continue moving through the leasing funnel? Offer prospect-driven features, like self-scheduling and self-showings, that allow prospects to schedule and view the unit on their own time.

Schedule a demo for more information on how ShowMojo can help make your listings stand out during every step of the leasing process.