Love it or hate it, Craigslist remains one of the go-to websites for people looking for apartments to rent. Some property managers and landlords shy away from putting their rental listings on Craigslist, which is understandable. The platform is pretty rudimentary compared to more sophisticated rental websites such as Zillow and Trulia, and the risk of scams is higher.
Even so, people still use it, and if you ignore Craigslist, you could be shutting out a large segment of your target market. Instead, recognize Craigslist for what it is: A platform for free advertising that’s still fairly popular.
We often hear from people who have tried posting rental listings on Craigslist, but without much luck. Instead of getting frustrated with the website, take a step back. How well were your Craigslist ads written? In our experience, Craigslist ads that don’t perform well could use a bit of a refresh.
Here are 8 ways to write better Craigslist rental listings for your properties.
And if you need a free rental listing checklist, we’ve got you covered.
Rental Listing Tip #1: Use Descriptive Headlines
When people are looking for apartments on Craigslist, they don’t click on every listing—they scan the headlines for keywords that fit their criteria. That means that unless your headline is descriptive, appealing, and accurate, very few people will bother to click on it.
For instance, instead of offering a “Great apartment in one of Boston’s best suburbs,” consider a headline that says, “Family-friendly 2BR apt in Coolidge Corner, steps from the T.” As you can see, the former doesn’t tell a prospective renter much about the actual apartment, whereas the latter gives the number of bedrooms, location, and hints at the fact that the property may be appropriate for children. And since most people who live in Boston and its immediate suburbs depend on public transportation—called the T—mentioning your apartment’s proximity to it makes sense.
If you aren’t sure which headlines will perform well, consider doing an A/B test: Use two different headlines to advertise the same unit, and then evaluate which produces better results (based on inquiries, quality of leads, etc.).
#2: Avoid Spammy Formatting
Some headlines use ALL CAPS AND TONS OF EXCLAMATION POINTS!!!!!! When you do that, you’re essentially yelling at prospective renters to try to get their attention. It makes your ads look like spam. Instead, catch renters’ eye with compelling headlines that will entice them to click and read the rest of your listing.
#3: Write Detailed Copy
Put yourself in renters’ shoes. If you’re looking for an apartment on Craigslist, what type of information would you want to know? At a minimum, we suggest including:
- An overview of the property’s condition: Is it older? Modern? Newly renovated?
- A description of the property’s layout: Is it an open floor plan? How large are the rooms?
- What’s included in the rent: Heat? Hot water? Electricity? Parking?
- Amenities: A laundry room? A gym? Outdoor space?
- The general lease terms: For instance, is it a month-to-month or traditional one-year lease?
- Criteria to Secure the Rental: First month’s rent? Last month’s rent? A security deposit? Do you require a background check? Employment check? Landlord references?
- Availability: When will the apartment become available and for how long?
- Location: Is it convenient to public transportation or major roadways?
- Pets: Indicate whether or not the unit is pet friendly and what kinds of pets are allowed.
This information will help you weed out anyone who, based on these criteria, would not be interested in renting the unit. That will generate more quality leads and reduce the amount of time your staff will spend answering questions about the unit.
#4: Get Creative with Multimedia
Even the best written description can’t replace photos or video. In fact, many Craigslist users filter their search results to include only listings with images.
Pictures and video give people a sense of what the apartment is really like before they set foot in it. When Craigslist ads don’t feature pictures, it gives the impression that the unit might not be in great condition. Otherwise, why wouldn’t the owner want to show it off?
Ads that get creative with their multimedia tend to perform the best. Show indoor and outdoor spaces. Create a video tour of the property, then post that video on YouTube and link to it in your Craigslist ad. This will also help bring in more quality leads—you’ll know that those who contact you are actually interested in the property based on what they’ve seen.
#5: Create Individual Rental Listings
Property managers and landlords often create one generic ad that they use across multiple listings. Unless the details of each unit are exactly the same, avoid this strategy.
If you use a generic ad to lure someone in, then that person learns that the property available for rent is substantially different than what was advertised, you run the risk of losing trust with that person. It’s a terrible way to start off a relationship.
Keep in mind, too, that Craigslist limits you to posting one ad in one category and in one city every 48 hours to help curb this practice, and they monitor posts for spam, which can include posts that look too similar.
#6: Include Your Contact Information
This seems obvious, right? Well, it’s amazing how many people forget to include contact information in their Craigslist ads. We recommend including your full name, company, phone number, and email address in the body of the Craigslist ad. Sure, someone can contact you using the website’s “reply to” feature, but including your direct contact information gives the ad a sense of credibility and removes an extra step from the process.
#7: Avoid Discrimination
Be absolutely certain that your listings don’t violate federal, state, or local fair housing laws, which prevent landlords and property managers from refusing to rent to protected classes. Brush up on fair housing laws or consult with your attorney if you have questions.
#8: Remove Ads Once a Vacancy Is Filled
As soon a lease has been signed for a unit, remove your Craigslist ad. The reason is two-fold. First, it prevents unnecessary email overload on your part. Second, it prevents people from becoming frustrated when they contact you only to realize the property advertised is no longer available. That experience will make people less likely to contact you about your other listings in the future.
Craigslist is actually a great online tool for property managers and landlords looking to cast a wider net to capture prospective renters. As we head into peak leasing season, use these tips to create rock-solid Craigslist ads that stand out from the pack.
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