David Crown, CEO and Founder of L.A. Property Management Group and Crown Commercial Property Management.
If you’ve ever listed a rental property and heard nothing but crickets, you’re not alone. Today’s renters are flooded with options, scrolling past bland listings like they’re swiping on a dating app. So, how do you make your property stand out, attract qualified tenants and get that lease signed fast? Simple: You market it like a pro. And no, that doesn’t mean slapping a few photos onto a boring description and hoping for the best. Let’s break down how to properly market your rental property so it gets the attention—and top tenants—it deserves.
Start With Stunning Photos—Your First Impression Counts
We live in a visual world. If your photos look like they were taken on a flip phone in 2006, don’t expect much action. Good photos are your property’s first handshake with potential renters. Use a high-quality camera or hire a professional if your budget allows. Natural lighting is your best friend—schedule your shoot during the day, open all the blinds and clean every visible surface. And yes, fluff those pillows.
Take wide shots that show entire rooms, not just corners or random windows. Show off the layout, the finishes and even the neighborhood view if it’s attractive. And don’t forget the exterior—curb appeal sells.
If you think it makes sense to hire out, do so. If you have a property with some really exquisite features—or if your property and your camera skills leave much to be desired—consider bringing in a pro. We have someone we work with who shoots estates for $250. This is fantastic and worth it for us.
List It Everywhere That Matters (Yes, Even Facebook)
For residential properties, your next tenant might be scrolling Zillow…or they might be idly browsing Facebook Marketplace. Cover all your bases by posting to the major rental sites, such as Zillow, Apartments.com, Zumper, HotPads and Craigslist. Most of these allow syndication, meaning one post can show up on several platforms, saving you time.
Don’t ignore social media. Post your listing in local Facebook housing groups, on your personal profile and even on Instagram Stories. Hashtags like #LArentals or #SilverLakeApartment can help you reach a wider pool. If you’re on Nextdoor, that’s another hyper-local place to share your rental.
For commercial properties, try websites like LoopNet and Crexi. And for mom-and-pop commercial spaces, I’ve found that Craigslist still performs.
Use Video To Show Off Your Space, Especially In A Remote World
Still photos are great, but a well-done video tour can seal the deal. Renters want to feel like they’re walking through your space before they even set foot in it. A simple walkthrough with your phone can work wonders—just keep the camera steady and your narration helpful but not too salesy.
If you really want to go the extra mile, consider a 360-degree virtual tour. These interactive tools let prospects “walk” through the unit online. I’ve found that they’re especially appealing to out-of-town renters or anyone pressed for time.
Set The Right Price (Not Just What You Hope It’s Worth)
One of the quickest ways to lose momentum on a listing is overpricing. You might think your place is worth $3,200 per month because of those fancy marble countertops, but if the neighborhood average is $2,700, guess what? Renters will scroll right past. We’re no longer in a market where it makes sense to think, “I can always reduce later.” Old listings are often seen as questionable.
Research comparable properties in your area using websites like Zillow or Rentometer. If you want to be extra aggressive, list just slightly below market to attract more applicants and create demand. A lower vacancy period might be worth a slightly lower rent to you. If you’re using a good property manager, you’re paying them to get you a good tenant at a market rate.
Make Scheduling Easy—Don’t Play Phone Tag
You’ve got someone interested—don’t lose them with slow responses or clunky scheduling. Use a calendar link (like Calendly) or rental showing apps to let people pick available time slots. And text as opposed to leaving messages, of course. You’ll cut down on endless back-and-forth messages and look organized in the process.
Offer multiple time options, including evenings and weekends, to accommodate different schedules. If you’re showing a unit that’s still occupied, give tenants notice and offer them an incentive to cooperate—like a gift card or rent credit.
Respond Like A Human, Not A Robot
If someone reaches out, don’t hit them with a generic “Still available” or, worse, ghost them entirely. Respond promptly and with some personality. Answer their questions, confirm showing details and follow up afterward.
It’s also smart to have a pre-written FAQ resource on hand covering things like pet policies, parking, utilities and application requirements so you can respond quickly and consistently.
Final Thoughts: Market Like You Mean It
Marketing your rental is more than just throwing a listing online and hoping someone bites. It’s about storytelling, visuals and being smart about where and how you share. Treat your listing like a mini real estate campaign—and don’t be afraid to show some personality. After all, renters aren’t just looking for beds, baths and a lease; they’re imagining their next home.
So polish those photos, write a killer description and start spreading the word smartly. If you’re going it alone but feeling overwhelmed, hey, there are property management companies that can do it all for you.
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