A strong rental listing can mean the difference between an empty unit and a signed lease. The right property description doesn’t just share details; it sells the space. Here's how to write a rental listing that gets noticed, sparks interest, and fills vacancies faster.
Key takeaways for writing a listing description:
- Write a compelling headline (include bedrooms, bathrooms, price, and location).
- Lead with lifestyle benefits, not just specs.
- Highlight key amenities and upgrades.
- Add location context (POIs, transit, neighborhood vibe).
- Close with a clear call-to-action (how to apply/schedule a showing).
Begin with the Basics: Bedrooms and Bathrooms
Bedrooms and bathrooms are dealmakers (or dealbreakers). Renters filter by them, scan for them, and decide within seconds whether your property is worth a closer look, just based on the number of bedrooms and bathrooms. Lead with these essentials (ideally in your headline) and you’ll stop the scrolling. Start strong, and you’ll set the tone for the rest of the listing.
Write a Rental Listing Headline That Stands Out
Your headline is prime real estate. It’s the first thing renters see, and often the only thing they remember. Skip vague wording like “Luxurious Townhome with High-End Amenities.” This won’t catch anyone’s attention. Instead, be specific: “2-Bed, 2-Bath Townhome in Buckhead.” This gives renters exactly what they’re searching for: location, size, and type of property.
Be Transparent About Rent and Lease Details
Price transparency is important to renters, so be upfront with the rental costs. Lead with the monthly rent so you attract only qualified renters. Hiding the price won’t create more interest, it will only generate unqualified leads and wasted calls.
Be specific about all other costs, as well: move-in fees, security deposit, HOA dues, parking fees, and which utilities tenants are responsible for. Not only do renters appreciate transparency, but it has become law in several states.
Don’t forget the lease terms. Specify if it’s a month-to-month or 12-month lease. Do you allow pets, and if so, what’s the policy? The more details you include in your listing, the fewer surprises later, and the more likely you’ll secure the right tenant quickly.
Highlight the Features That Renters Care About
After the basics, focus your property description on what makes your unit desirable. Renters want to know what life looks like in your space, not just the square footage. Is there a renovated kitchen? A private balcony? On-site parking? A pet-friendly policy?
Highlight features that solve problems or enhance lifestyle. A “dedicated home office space” appeals to remote workers. “Walking distance to the train station” sells convenience. The best rental ads show renters how the property improves their daily lives.
Sell the Lifestyle, Not Just the Space
Great property descriptions don’t just list features, they tell a story. Renters choose a lifestyle, not just a floor plan. Use vivid but realistic language: “sunlit living room perfect for morning coffee” or “steps from Buckhead’s restaurants and shops.”
This isn’t hype; it’s helping renters imagine themselves living there. And when renters can picture their life in your unit, they’re more likely to reach out.
Include Your Contact Information
List your company website or your business email address so renters can contact you. If you have a business number, provide that rather than giving out your personal information.
If you list on Apartments.com, you’ll be provided with a number that masks your personal number but still forwards the call to the number you provided.
Property Description Template (Fill-in-the-Blank):
- Headline: [Beds, Baths, Unit Type] — [Price] in [Location]
- First Sentence (Intro): A short lifestyle-driven opening sentence.
- Sentences 2-4 (Details): [# bedrooms], [# bathrooms], [sq. ft.], [amenities list].
- Sentence 5: (Neighborhood): Highlights of the area.
- Last Sentence (CTA): “Contact us today to schedule a showing!”
Example:
2-Bedroom, 2-Bath Townhome — $1,200 per month in Buckhead, GA
Enjoy coffee on your private patio! This 2BR/2BA, 950-square-foot townhouse features hardwood flooring, a chef’s kitchen with granite countertops and new appliances, and a living room with fireplace. Pet friendly and within walking distance to a dog park! The back yard is a fenced-in oasis ideal for enjoying quiet mornings. In the heart of Buckhead, just minutes from a MARTA station, several popular restaurants, and parks. Call now and start enjoying this private wooded retreat!
Use AI to Write Better Property Descriptions
Even experienced landlords sometimes hit a wall. Maybe the headline feels flat, or the description sounds repetitive. This is where AI can help. Think of it as your creative partner, ready to generate variations, refine your wording, or emphasize features you may have overlooked.
Apartments.com provides an AI-powered property description tool designed specifically for landlords. Enter the essentials: bedrooms, bathrooms, location, and standout amenities, and it creates polished rental listing copy. You still bring the expertise and final judgment, but AI gives you a strong starting point.
Pro Tips for Better AI Prompts
- Be specific. Instead of “Write a listing,” try: “Write a listing for a 2-bedroom, 2-bath townhome in Buckhead with a fenced yard and updated kitchen.”
- Highlight differentiators. Call out features tenants value, such as pet-friendly policies, parking, and proximity to schools or transit.
- Ask for options. Request multiple versions of a headline or description so you can choose the strongest one.
- Double-check property details. AI can clean up small typos, but it won’t know if you misspell your street name, neighborhood, or building. If you enter “3421” as the house number instead of “3412,” the AI will assume what you typed is correct. Review your prompt carefully to make sure all property-specific details are accurate.
Example Prompt and Template
A strong AI prompt is specific, accurate, and sets clear boundaries. Here's a sample prompt template:
Write a 120-word rental listing for a [#-bedroom], [#-bathroom] [property type] in [location]. The property [is/has] [list of amenities and features]. It is [in/within/near] [POIs, neighborhood highlights]. Use a friendly, welcoming tone, and include only the details provided.
Example prompt filled out:
“Write a 120-word rental listing for a 3-bedroom, 2-bath house in Silver Lake, Los Angeles. The property is pet-friendly with a fenced yard, features an updated kitchen with granite countertops and new appliances, and has wood floors throughout. It is within walking distance of Sunset Boulevard. Use a friendly, welcoming tone, and include only the details provided.”
If you use it right, AI saves time, strengthens your rental ad, and helps your property stand out in a crowded market. Be sure to review your prompt and the output carefully to make sure all of the property details are correct.
Review and Edit Every Rental Ad
AI and inspiration can take you far but never skip editing. Typos, awkward phrasing, or exaggerated claims could turn renters away. Read your property description out loud. Does it flow? Does it emphasize the right features? Would you want to schedule a tour based on this ad?
Polish matters. Editing is where a decent rental listing becomes one that truly attracts renters.
What Not to Include in Your Rental Listing
A strong listing is clear, professional, and compliant. Here’s what to avoid:
- Unprofessional formatting: Skip ALL CAPS, excessive punctuation, emoji, and gimmicky symbols. Let your description do the work. Specific details sell better than exclamation points.
- Fair housing violations: The Federal Fair Housing Act prohibits discrimination based on race, color, national origin, religion, sex, disability, or family status. Don’t restrict the number of children, exclude service animals, or describe a neighborhood using demographics.
- Misleading information: Don’t advertise amenities, concessions, or features that aren’t available.
- Empty filler phrases: Cut vague claims like “great location” or “must see.” Replace with specifics renters value, such as proximity to transit, square footage, or updated appliances.
Add Photos and 3D Tours to Boost Your Listing
Words draw renters in, but visuals seal the deal. Pair your description with high-quality photos and, if possible, a short video walkthrough to bring the space to life. Show off the highlights you called out in your copy: updated kitchens, natural light, or the neighborhood vibe.
Want to take it further? Rental Manager makes it easy to add a Matterport 3D tour to your premium listing. A 3D tour lets renters explore every corner of your property from their laptop or phone, giving them the confidence to move forward before they even step inside.
According to an Apartments.com survey, 81 percent of renters want the option to tour virtually. Listings with 3D tours see a 14 percent higher conversion rate, which means more qualified leads.
Get Your Listing in Front of Renters
Get your listing in front of millions of renters by listing it on Apartments.com. Your ad will appear on all network sites: Apartments.com, Homes.com, Apartment Finder, ForRent.com, Apartment Home Living, and Apartamentos.com.
Rental Tools allow you to screen applicants, generate a lease, and collect payments online. If you have questions about adding your listing, be sure to visit the Apartments.com Help Center.
This article was published on April 14, 2020, and has since been updated.
