how do you write a catchy title and present information correctly? You ask. As experience shows us, it’s all about being informative and concise. Renting out a studio? Make sure your title mentions it. Does your property have a huge swimming pool and grounds for a small estate? Let your prospects know about it from the outset.
Here are some example do’s and don’ts to help you get started:
Do: ‘Spacious loft with floor-to-ceiling windows,’ this sounds like a modern mansion and worth checking out.
Don’t: ‘Vacant property on Madison Ave,’ sounds available for a bad reason. Try playing hard to get.
Do: ‘Studio in downtown with a rooftop pool’, sounds like you will make a lot of friends.
Don’t: ‘Property in the city centre’, sounds like a noise and accessibility problem while being overly expensive.
Regarding the description, your goal is to provide all the details correctly; property size and type, the number of bedrooms, toilets and amenities. Don’t get too creative with it; if you need a publisher to get your advertising out to the masses you have written too much!
You will start writing your advertisements focusing on two elements; your target audience and what will appeal to them. For instance, you probably wouldn’t include a line about the preschool down the street while marketing a studio apartment, but you may when marketing a two-bedroom house.
Now a word of warning! It’s important to be extremely careful to avoid any discriminating language or content such as refusing to rent to a person of a particular ethnic background, stating no kids, or refusing single parents because you believe they may be high-risk. While that sounds obvious, some discriminatory content or behaviour is not so easy to spot; ignorance is neither bliss nor a defence against the law. Well-meaning comments or remarks such as, “How old are your children?” or “I think you would prefer our downstairs unit because of your difficulty walking upstairs” may cause you issues. When you get more experience, you will have a go-to ‘talk track’ that you will use during your work, to begin with, take care with every sentence you say or write, take your time before speaking and get a proofreader for customer-facing content.
Do not include “perfect for families” in your advert; rather, if you are marketing to a family, highlight the parts of your rental or neighborhood that make it perfect for a family. People are smarter than they look and will fill in the blanks. You just need to show desirable traits and not describe their uses.
Your objective is to rent to anyone who meets your legal screening criteria and anyone should be welcome to apply to rent the home. However, your marketing is going to appeal to your target demographic.
Perfect advertisement involves listing all relevant information, such as; location, price, deposit amount, utilities, and lease term, as well as a description listing the benefits of your property for your demographic. Note that you can also use the advert to create a filter or funnel of the target demographic. Try to answer as many questions as you can upfront in your advert that the prospective tenant may have to reduce unnecessary calls and time-wasting on your end.
Marking specialists do this and other processes to remove people that may be initially selected for selling to, but do not have the money or authority to make a decision and weeded out for the advantage of the marketing agency, not the individual. If you are ever cold-called repeatedly for a product you will never use, the reason is that the company has not bothered to update their funnel and is wasting their own time; a pleasant thing to remember if you are in those situations. Here we need to learn that our process is not multi-layer for our funnel, but we need to filter out the noise to get to potential candidates quickly.