How to Write a Rental Property Description
How to Write a Rental Property Description
Sure, prospective tenants want to know how many bedrooms there are but it is highly unlikely that they will spend all of their time in the unit. There may be occasions they want to venture outside. Wouldn’t a description of the community be helpful? Aren’t there amenities that you want them to know about? If the property down the road is describing every detail of their community and you are only providing a one line description of the unit you have available, where do you think the prospect will go first?
The Point of a Well-Written Property Description
The point of a property description is to get them in the door; to get traffic. Providing as much detail about your community as you can doesn’t hurt. Imagine that you are telling a friend about where you work; is it descriptive or a simple one liner? Chances are you’ll brag about your property.
There is absolutely nothing wrong with bragging about the community you manage. The goal, after all, is to reach 100% occupancy and to retain the residents you already have. Providing an accurate description prior to signing a lease leaves little room for surprise. The last thing you want is someone thinking the property is one thing when it is actually something else. Not every person that moves into the community will be happy but you reduce the chances of that with a property description that lets them know upfront if it is what they are actually looking for. One size fits all doesn’t apply when it comes to a prospect finding a place to call home.
The Header
So, what do you want your property description to get across to the person reading the ad? It starts with the header. This will be the first line they see, a title so to speak. This is your first impression so make it grab their attention.
Sample Header:
Fabulous community has 3br/2ba available for immediate move in. Come on home.
Ad Body
Next, the body of your ad is where you want to provide as much detail about the property as you can. There can never be too much information provided in a rental property advertisement.
Start with this checklist to cover the basics:
- Number of bedrooms and bathrooms in the unit
- Square footage of the apartment
- Appliances in the unit
- Central A/C and heat
- Washer and dryer connections
- Pets allowed or not allowed
- State if there is a fireplace
- Onsite or on call maintenance
- Application fee
- Deposit information specific to that unit
- Rent for that particular unit
- Lease terms
- Location and proximity to restaurants, shopping and entertainment
- Office hours
- Swimming pool, BBQ, volleyball, etc
- Parking
- School district
- Community events
- Property Name
- Website and Contact Information
Example of a Great Description
3BR/2BA apartment, 1150 square feet, all kitchen appliances and washer/dryer included, central air, pets allowed with deposit, fireplace … all for $999. Call us today!
Filler Description
This is important. Fillers are descriptive words added to the copy in order to grab the prospects attention without the luxury of a face to face interaction. You must rely solely on the picture you create in the prospect’s mind.
Example Filler Description
Fabulous 3BR/2BA in awesome apartment community is ready for immediate move in! You’ll find a spacious 1150 square feet is waiting for your things. Unit comes fully supplied with updated appliances, including a microwave and best of all, there is a washer and dryer in the unit; no quarters needed! You’ll be comfortable with Central Air and Heating. We are proud to accept qualified pets with a minimal deposit and nominal pet rent. Let’s not forget the best part, a working fireplace. You’ll find the property holds two swimming pools, built in BBQ stations for your enjoyment and sand volleyball. Our location serves XYZ school district. You’ll get all this for only $999 a month. Call us today to schedule a tour of the next place you’ll call home!
Positive Real Estate Marketing Words
- Absolutely
- Abundance
- Active
- Adore
- Alert
- Alive
- Amazing
- Appealing
- Approval
- Attractive
- Award-winning
- Bargain
- Beaming
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- Opulent
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- Seductive
- Select
- Sensational
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- Sexy
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- Sheer
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- Young
- Zap
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- Zoom
Things to Avoid in Your Ads
Things you CANNOT put in your ad according to Fair Housing Laws in Texas include:
Age
Gender
Race
Disability
Religion
Sexual Preference
Familial Status
Marketing Your Real Estate Business
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This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.
© 2018 Sydney Spence
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