COVER STORY
ONLINE LISTINGS THAT WORK Getting the most from your digital ads BY
A
HEATHER BRADY, REGIONAL SALE DIRECTOR, YARDI CANADA LTD.
re your rental listings attracting prospects? Is your message striking the right chord with apartment seekers? When marketing rental properties online, there are certain words and messages that should be avoided as they may unintentionally leave a negative impression. On the other hand, some words are known to have a positive impact.
WHAT TO AVOID IN YOUR ONLINE LISTING:
2/ Don’t put down your competition
1/ Don’t assume what the reader likes or dislikes
“We’re much more affordable than several other properties across the street.” This is almost like giving free advertising to your competitors. Wouldn’t you want to see if those higher-priced units come with bonus amenities that make the extra cost worth your while? It’s also a bad look to be negative. Stick to marketing your own property and show everyone why they should rent with you. If you just renovated several vacant units while your competition lags, focus on how great your improvements are. Don’t even mention the folks “down the street.”
“Our properties offer great throwback designs to a simpler time.” Maybe your prospects and residents aren’t into old-fashioned décor. In other words, you’re accidentally telling them to move along and look for something else. Instead, ask each prospect what they’re looking for, then highlight their interests throughout your communications, property tours, etc. Pro Tip: Craft questions for your leasing staff to explore with the prospects or use surveys to garner better insights on which features are most attractive on your properties (according to your current residents).
3/ Never make excuses “We haven’t had time to redo the carpeting, but that’s why this unit is such a great deal!” If any aspect of your property isn’t up to snuff, make it a priority to renovate and improve those features. If you have photos that show old or ragged carpeting, for instance, explain that you have plans to change the carpeting before anyone moves in. THE VOICE OF THE FEDERATION OF RENTAL-HOUSING PROVIDERS OF ONTARIO
21
