Are your rental listings turning people off?
Today's renters can detect exaggerated or misleading language from a mile away. The smallest details can pique someone's interest or drive?them away.
Here are 10 words that might sound appealing to you, but that could be scaring potential applicants away.
Words to Avoid in Rental Listings: #1
This arouses suspicion--people assume the apartment will be clean, so what's wrong with it that this is a major selling point?
Words to Avoid in Rental Listings: #2
The price should speak for itself--so be sure to not undermine the quality of your unit by focusing too much on the value.
Words to Avoid in Rental Listings: #3
Is it really a penthouse, or is it just on the top floor? Don't give renters the impression that the entire listing is exaggerated, or you'll immediately lose their trust.
Words to Avoid in Rental Listings: #4
This descriptor is over-used and overly subjective. If parts of the unit were recently renovated, say so!
Words to Avoid in Rental Listings: #5
They'll read this as "has never been updated." You can highlight historical features like an exposed brick wall--but be sure to make it clear that the dishwasher isn't just as old!
Words to Avoid in Rental Listings: #6 & #7
Cozy or Charming
These words scream "tiny." Some applicants are okay with a smaller space if it's in a desirable location--so list the square footage and location, post flattering (but non-deceptive) pictures, and let them decide for themselves.
Words to Avoid in Rental Listings: #8
Everyone knows this euphemism for "basement unit." Assuage renters' concerns by specifying that there are windows and including appealing photos--and make sure that the price is noteworthy.
Words to Avoid in Rental Listings: #9 & #10
Eclectic or Unique
This translates to "expect to see something you've never seen before"... in a bad way. (Toilet in the kitchen, anyone?) Paint an appealing picture in the reader's mind rather than proclaiming that it's one-of-a-kind without elaborating.
It can be tempting to try to create universally appealing listings. In the end, however, it's better to avoid being generic or misleading--you'll increase your chances of finding the perfect tenant from the get-go.
Feeling overwhelmed? A property manager's expertise could be invaluable in crafting effective rental listings to fill vacancies ASAP--and when you're ready to start your search, All Property Management is here to help.
Robin Burinskiy is the Senior Content Writer and Managing Editor for the All Property Management Blog and Buildium Blog. She cut her teeth as a marketing copywriter at Wayfair and TechTarget, and she spends her free time perfecting her lifestyle blog, Feather & Flint. She holds degrees in psychology, sociology, and songwriting.