Stop the Bleed: 5 Rental Marketing Mistakes That Are Costing You Money
You’ve got your rental priced right, now what? Time to get it rented, quickly!
Because here's the truth: vacancy is a profit killer. Every day your property sits empty means money lost that you're never getting back. That’s why your next big focus should be marketing it the right way to attract qualified tenants fast.
It may sound simple, but many landlords fall into the same traps that cause unnecessary delays. Let's break down the five most common marketing mistakes and how to avoid them.
These insights are pulled straight from Chapter 6 of our Essential Guide to Rental Property Success.
1. Weak Photos = Weak Interest
Let’s be clear: your photos are everything.
In today’s digital-first world, the pictures are usually the very first, and sometimes only, thing a prospective tenant looks at before deciding to click or scroll past.
Too often, we see landlords use dark, blurry, cluttered shots from a phone. That sends the wrong message and repels serious renters.
Here’s how to do it right:
- Open all the blinds and turn on every light
- Declutter rooms to show the actual space
- Use the best camera available (yes, smartphones work if used well)
- Get wide shots that showcase layout and features
- Highlight upgrades: new flooring, appliances, natural light, etc.
If you want to take your listing to the next level, hire a professional real estate photographer. We do this for all our managed properties at True Haven, and the improvement in tenant interest is dramatic.
Good photos get attention. Great photos bring in great tenants.
2. Hiding the Address Frustrates Good Renters
It might seem safer or more private not to list the property address, but this move often backfires. Renters want to know where a home is before they invest time in scheduling a showing.
Without an address, they can’t:
- Check commute times
- Research schools or neighborhoods
- Decide whether the location fits their needs
Including the full address saves everyone time and attracts genuinely interested applicants. Don’t leave it out.
3. Write Descriptions That Sell (and Stay Compliant)
You’ve got strong visuals. Now, let your words do the rest.
Skip the dry, feature-only list. Instead, write a copy that helps people imagine living in the home.
Try phrasing like:
- “Relax with tons of natural light from large living room windows”
- “Enjoy stress-free cleanup with the included dishwasher”
- “Benefit from energy-efficient appliances that help cut utility costs”
Highlight the benefits, not just the specs.
Just as important, keep your language Fair Housing and ADA compliant. Never describe who you think should live there (e.g., “Perfect for young professionals” or “Ideal for families”). Stick to describing the property, not the tenant.
And don’t forget the essentials:
- Monthly rent and deposit
- Square footage (if available)
- Smoking and pet policies
- Application process or showing instructions
4. Post It Where People Are Actually Looking
Even the best listing won’t help if no one sees it. Use the most effective platforms:
- Zillow Rental Manager (also posts to Trulia and HotPads)
- Apartments.com
- Realtor.com
- Facebook Marketplace (can still drive solid local leads)
- Yard signage (yes, it still works!)
The key is maximum exposure across multiple channels. Be where the renters are searching.
5. Presentation Matters: Clean, Fresh, and Move-In Ready
Before you take photos or schedule showings, make sure the home is sparkling clean and fully functional. That includes:
- Fresh smells
- Clean floors, counters, and appliances
- Touch-up paint where needed
- All lights working and property in good repair
First impressions matter. A well-maintained property attracts tenants who respect and care for their space.
Final Takeaway: Market Smart, Fill Faster
Vacancy costs money. Avoiding the most common marketing mistakes: poor photos, vague listings, hidden addresses, or weak exposure, can significantly shorten the time your rental sits empty.
If you want a full step-by-step breakdown of this marketing approach, grab a free copy of our Essential Guide to Rental Property Success and check out Chapter 6.
Or, if you’d rather not go it alone, True Haven offers full-service property marketing and management right here in the Davis and Sacramento areas. Feel free to reach out to us here.
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