How to Write an Effective Ad

The quality and number of tenants that seek out your property often directly depends on your ads. An effective ad will not only fully inform potential tenants about your property’s amenities, but it should also motivate them to put the property at the top of their list when touring units.

According to Lisa Trosien, President of ApartmentExpert.com, one of the biggest mistakes property owners make when writing their ads is to write it from their own perspective instead of a potential resident’s perspective. Determine a unique angle that will stand out and use that as your starting point for the ad instead of simply listing the property name.

There are basic essentials that need to be in your listing, according to Trosien:

• Location
• Price
• Included utilities
• Acceptable pets
• Interior and exterior amenities
• Floor plan
• Photos

Make sure to note which method of contact is preferred by giving that information in the ad. For example, don’t only list your URL if your Web site has no way for customers to contact you or find more information than your listing provides.

When the basic property information is taken care of, put much of the focus on your units’ strengths. Great location? New construction? Mention it. Highlighting unique and custom features will catch potential tenants’ eyes and make your ad stand out from standard listings that mention only abbreviated, basic information.

“People look first by location and then by price,” says Trosien. “Try to grab their attention with something that is unique. Why do people like your apartments? Use that as your attention getter. If you aren’t certain what that is, ask some of your present residents. They will tell you.”