Our friends from Belvoir Lettings have kindly privded us with 20 marketing tips to ensure your rental property stands out in a crwoded rental market.
Susie Geddes, office manager of Belvoir Corby explains that they try and create a virtual viewing, with lots of photographs, floor plans and walk-through movies to make each property stand out.
With reference to reaching your audience Craig Walker, proprietor of Belvoir Camberley says, “I would generally say that in this competitive market the best way to advertise a property is to be in as many places as possible, including all the portals. Also use many photos rather than just one - we use ten photos per property. A long descriptive write up of the property, rather than just a quick basic write up is also essential.
Be as detailed as you can about the property and focus on its unique selling points or those things that could make it stand out from other rental properties available. Neil Jones, proprietor of Belvoir Cambridge says, “most applicants ask about showers and broadband so, if the property has them, make sure you include that information in the description.”
As well as appealing to a wide audience, think about targeting specific areas of the community too. Ask yourself the question who’s temporarily living in the local area and why?
“Market the property to a specific target that is prevalent in the area,” continues Neil. “Military personnel, students and hospital staff often need short and long-term lets - use the biggest base, such as the employer, university or hospital as an easy access point.”
20 top tips for marketing your property (my additions in itallics)
1. Be seen in as many places as possible.
2. Use as many photographs as you can - not just one. (and make sure these are good quality photos)
3. Describe the property – don’t just list its features.
4. Think about your property’s unique selling points and communicate them effectively.
5. Floor plans and walk-through movies can make your property stand out from the rest.
6. Taking photos of the property when it’s empty will mean your current tenant’s furnishings and clutter won’t put off potential new tenants. (see point 2)
7. Incentivise your current tenant to find a new tenant for you. (I like this tip and is a great way of enaging both your old customer and the new customer, perhaps one can offer a discount if they are renting with you elsewhere or for students and the like there is a whole host of affordable incentives you can give away. Strike a deal with the local businesses for incentives)
8. Tell as many people as possible – word-of-mouth is a valuable marketing tool.
9. Newspapers often carry adverts for local properties to let – make sure yours is featured too. (as you know I am not a big fan of the print world and I would say if it isn’t free don’t bother)
10. If your property has broadband - or any other attractive features - do include them in the property write up.
11. Lead your advert with an attention-grabbing headline.
12. Location is important – let prospective tenants know about local amenities and try and ‘sell’ them a lifestyle.
13. If you have multiple properties, think about taking out an advert in a regional property rental magazine. (I will now contradict myself as I have heard these actually work, but I am still sceptical and would be reluctant to pay. I would prefer to invest any print media spend in PPC. Target an area for long tail keywords)
14. A ‘To Let’ board outside your property will let any passers-by know your property is available.
15. Target specific areas of the community, such as the military, students and hospital staff.
16. Place your property on property portals. (all of the free ones goes without saying)
17. Think about having an ‘open house’ viewings day. (excellent idea and one that is very popular in Australia)
18. Consider posting information on public bulletin boards, such as at the local supermarket and in the local newsagent.
19. Measure the success of your advertising/marketing strategy and make adjustments accordingly as the campaign progresses. (can’t stress the importance of this enough).