Are you having trouble gaining traction in the marketing of your rental property?
There’s so much more to effective advertising than simply creating a listing and waiting for tenants to find it. You have to make sure it’s a listing that grabs the attention of well-qualified residents. You need a strong online presence and some awareness of how social media marketing can work.
We’re property managers in California who have an excellent record of effectively marketing properties quickly, reducing vacancy times, increasing rents, and attracting quality tenants. Here are our tips on helping your rental stand out in a crowded market.
Overview:
|
California Tenants are Visual: Focus on Images and Video
Before reading a single word of your listing, potential tenants will almost certainly look at the images included in your marketing ad. It’s not that the description you write and the information you provide are not important to them, it’s simply that your photos are much easier to scroll through. And they can immediately visualize whether or not their furniture, clothing, pets, and things would work well in that home.
Listings with clear, well-lit photos get significantly more clicks and inquiries than those with poor or no visuals. In a market as fast-moving and competitive as California, visuals can make or break your listing's performance. You need fantastic photos. Today’s renters expect to see:
Bright, high-resolution photos of every room
Images that show the layout and flow of the space
Outdoor areas like patios, balconies, or yards
Up-to-date finishes and appliances
Natural lighting and clean staging
If your photos look dark, cluttered, or outdated, renters may assume the property is not well-maintained or worth their time. Don’t turn renters away with your photos. Make sure they’re working for you.
Video tours are now a standard expectation, especially in California’s rental markets, which are especially tech-forward. A short video walkthrough or virtual tour allows prospective tenants to understand the layout, visualize how they’ll use the space, and decide quickly whether to schedule a showing.
This is especially important for out-of-town renters, remote workers, or anyone trying to make a decision without physically visiting multiple properties.
When hundreds of listings compete for attention, high-quality visuals will help your listing stand out.
Professional photos and video not only attract more views but also create a polished, professional brand for your rental. They suggest that you care about your property and are serious about providing a quality rental experience.
Professional photos and videos help you lease faster, attract better tenants, and avoid long vacancies.
Invest in a professional photographer or videographer or learn how to shoot your property well. It’s a one-time expense that can pay off every time you list the home. Not sure how to get started with all this? Contact your California property management team at Bell Properties, and we’ll show you how.
Wordsmithing: Your Listing Needs a Catchy Title and a Concise Description
The title of your listing is like the front man of a band. This is what everyone sees first.
Not only is it the first thing a potential tenant reads, it’s also your first shot at telling people what is so special about your property. Whether they’re browsing Zillow, HotPads, RentCafe or your property manager’s website, the title will either invite them to explore the full listing or give them a reason to sip over what you have to offer.
From our experience in California’s residential rental market, we can tell you that a bland title like “2BR Apartment in Oakland” might be technically accurate, but it lacks personality and urgency.
Instead, consider a title that’s both descriptive and enticing. Examples:
“Spacious 2BR with Private Patio – Walk to BART!”
“Modern Studio in Downtown San Diego with All Utilities Included!”
“Pet-Friendly Bungalow in Silver Lake with Fenced Yard + Bonus Room”
These titles work because they highlight key features and location perks without being overly long. Think about what makes your property stand out, and lead with that.
Descriptions That Sell (Without Wasting Words)
A strong rental description gives just enough detail to answer the renter’s most important questions, such as what’s included, what’s nearby, and why this home is a good fit. But, this should not be a monologue. Very few prospective residents are willing to read a wall of text.
Use short paragraphs or bullet points to break up the content, and include essentials such as:
Square footage and layout
Key features (in-unit laundry, air conditioning, office space)
Neighborhood highlights (schools, shopping, public transit)
Lease terms and move-in details
Avoid vague filler phrases like “must-see” or “great unit.” Be specific, be clear, and be strategic with your wording. This will get the attention of tenants who are not interested in getting lost in paragraphs.
An engaging title paired with a well-written, concise description will help your rental ad rise above the noise. In a crowded market, great writing can make all the difference between a quick lease and a long vacancy.
If you’re not much of a writer, contact Bell Properties. We combine great words with good photos.
Stand Out with Social Media Marketing
Standing out on traditional listing platforms can be a challenge. It’s important to place your listing on sites like Zillow, Apartments.com, and Rentals.com or any of the dozens of other sites that California tenants use to find a home. Just be aware that these sites are packed with similar listings, leaving property owners to compete for attention in a sea of nearly identical posts.
So how do you make your rental shine?
Social media offers a dynamic, surprisingly underused solution. Maybe you don’t have a strong online presence. Maybe you’re not sure how these platforms are meant to help. Our point is this: don’t leave them out of your marketing plans. The rental sites are necessary, but the social sites give you a huge competitive advantage.
By marketing your rental on platforms like Instagram, Facebook, and even TikTok, you can reach renters in a more direct, engaging, and personal way, often before they ever hit a listing site.
Be Where the Tenants Are
Successful rental property owners will show up where the renters already are. Most prospective tenants, especially younger generations, spend hours each week on social media. Instead of waiting for them to find your listing on a rental platform, you can put your property in front of them where they already scroll, swipe, and share.
This isn’t just about boosting visibility for your vacancy. It’s about showing up in a space where people feel more relaxed and open to discovery. An eye-catching post on Instagram or a casual video tour on TikTok can pique interest in a way that standard listings simply don’t.
Plus, you’re showing yourself as relevant. That’s important to a big population of residents.
Direct Engagement Builds Trust
One of the biggest advantages to marketing on social media is the opportunity to interact directly with prospective tenants. They can comment on your post with questions, respond to your listing by sending you a direct message, or tag a friend who might be looking for a new place.
This two-way communication helps create a more human connection. You’re no longer just a name on a lease; you’re a real person with a real home to offer. That trust and transparency can go a long way in encouraging tenants to schedule a showing or apply.
Make sure you’re available and responsive. When you get a notification that someone has left a comment or sent a message, respond to it. This is the beauty of social media marketing. It moves things along faster, reducing vacancy and showing the tenant pool that you’re different from all the other properties and landlords.
Social Sharing Extends Your Reach
Unlike rental websites, where visibility depends on search filters and paid boosts, social media allows for organic reach. When someone shares your listing post or tags a friend, your property is now in front of a whole new audience, and without any additional effort from you.
A well-written, visually appealing post can be shared across friend groups, local housing forums, and community pages, multiplying your visibility far beyond what traditional listings offer.
We don’t have to tell you this: most rental listings look and sound the same. On social media, you have the freedom to show personality, highlight unique features, and tell your property’s story. Whether it’s a “behind the scenes” video of the renovation or a quick highlight reel of your favorite features, your content can be as creative as you want it to be.
Let’s make sure your marketing strategy is meaningful. Contact us at Bell Properties, and we’ll create a listing that doesn’t look like the rest, giving your rental property the attention it deserves.
