A listing is often the first thing a potential renter sees, not the property itself. That is why listings must be written and composed in a way that captivates whoever reads them. A listing must entice the audience and maintain the readers’ attention and prevent them from moving on to another listing.
It is one thing to make a listing aesthetically attractive by using high-quality photographs and a clean layout or template. However, what would impact a renter’s decision to apply for the lease is the way you write the listing.
In marketing, word choice and phrasing can make or break a deal. Some phrases may seem harmless but can send negative messages to the reader’s subconscious, which would discourage them from renting. Words are powerful, but their power can be so subtle that you won’t even know the extent of their impact.
As a residential rental agent, you will be writing numerous listings. You would have to hone your writing skills because it is crucial to your success. Writing a listing becomes less nerve-racking when you know what mistakes to avoid when composing content for your listing. Do not commit these writing mistakes the next time you write a listing.
Too-Good-To-Be-True Phrases
Exaggerated and subjective property descriptions can cause doubt. Overselling the property by throwing around phrases like “must-see” and “the best deal you can find in the market” will set the wrong tone. Instead of putting those subjective claims, write about the features that would make potential renters come up with those claims themselves.
For example, instead of saying “super luxurious living room,” you can say “elegant living room with an upgraded home theater set-up.” It sounds more objective and unexaggerated.
Overly Flowery Descriptions
Refrain from using flowery editorial terms like “breathtaking” or “spectacular.” Overpromising can lead to disappointment because if they visit the property and it doesn’t take their breath away, they would feel disappointed.
Use more factual language instead. “Upgraded bath with sauna steam shower” sounds more realistic and unpretentious compared to “spa-like masters bathroom that would send you into a blissful trance.”
Discriminatory Language
Discrimination is a touchy subject that can put you in a sticky situation and cost you your career. When you publish a listing on platforms like Padleads and syndicate it to other websites, it would be visible to thousands of potential renters. If someone would feel offended or discriminated by the terms you use on your rental listing, you can be held liable for violating the Fair Housing Act.
Sometimes, you would unconsciously use discriminatory terms without any malice. That is why you need to be cautious. For example, using the words “walking distance” to describe how near essential establishments are from the property could offend individuals who can’t walk. It is simply better to state that the establishments are nearby or a couple of blocks away.
Another term to avoid is “family home.” The term may alienate potential renters who are groups of friends or students who want to split housing costs. It may be that the landlord’s ideal tenant is a family composed of a father, a mother, and children, but it is against the law to exclude non-family groups who want to rent.
Consult Before Publishing
As the writer, there may be unpleasant details or red flags that you could not spot, simply because you are scrutinizing your own work. Let a few of your friends read through it so that they can give a less biased opinion. An objective set of eyes can help improve the content because nothing is at stake for them. They have nothing to gain or lose so they can be as honest as possible.
Remember that your listing must make a memorable first impression because it builds the foundation between you and potential tenants. Put your best foot forward without overselling, overpromising, or coming off as arrogant. Write with honesty, professionalism, and straightforwardness. Do it right then publish it on Padleads — you would have tenants lining up in no time!