Social media is a great tool for listing promotion and exposure. It’s free, easy to use, and allows you to engage with renters like never before. However, for all its upsides, social media also comes with some trade-offs – one of which is online scrutiny and criticism.
While social media scrutiny is nearly inevitable in today’s digital age, there are ways you can protect your listing from online peanut galleries. From using correct and inclusive language to displaying tasteful property images, keep reading for our top rental listing tips for avoiding social media backlash.
Key Takeaways:
- In a 2023 National Apartment Association survey, 40% of renters said social media influenced their rental decisions.
- Listings with vague, exclusionary, or outdated language risk online backlash.
- Blurry, poorly staged, or misleading listing photos are major red flags for renters and can damage credibility.
- Short-form videos and 3D tours significantly boost renter engagement—HubSpot reports they offer the highest ROI in marketing.
- Including transparent pricing, accurate floor plans, and FHA-compliant language helps listings avoid scrutiny and build renter trust.
Why Social Media Matters for Rental Listings
For some landlords, the obvious answer to avoid online scrutiny is to steer clear of social media altogether. However, these platforms are becoming increasingly popular search tools for today's renters.
In a 2023 survey by the National Apartment Association, 40% of respondents said social media influences their decision to rent a property. This number has only continued to rise in recent years, making social media an important tool for landlords to utilize.
Before you write off social media for your rental business, consider the following benefits it provides:
Builds trust with renters
Promoting your listing on social media is an opportunity to build trust with renters. Consistently posting about your listing, whether it be through immersive walk-throughs or informational FAQs, establishes transparency and credibility. Adding personal touches, such as voice-overs or a simple wave to the camera, humanizes your approach. This makes renters feel more comfortable and confident inquiring about your listing.
Creates a shareable advantage
Social media posts are designed to be shared – whether it be an in-feed post, a story, or even a direct message. When promoting your listing on social media, think about its shareable potential. Consider tenants who are relocating, parents of prospective renters, or even real estate professionals who may feel compelled to share your post with others. Sharing throughout these external networks is key to maximum visibility for your listing.
Cultivates a positive online reputation
While social media certainly broadens your reach, its true power lies in helping you cultivate a strong online reputation. Platforms like TikTok and Instagram allow you to present a professional yet approachable image, helping to shape perceptions and foster trust like we just discussed. This proactive approach ensures that when renters discover your listings, they also discover a landlord who is reliable and communicative.
To learn more about social media marketing for landlords, check out our Landlord Handbook for Online Reputation Management.
Common Mistakes Landlords Make in Listings
So, what exactly warrants the online backlash? Unfortunately, some users will spread hate no matter what, but if they need a reason to criticize, it will usually involve at least one of the following common mistakes:
Problematic language
You must be very careful with language when posting a listing on social media. Whether it be on-screen text or in your caption, remember to censor yourself wisely. Offensive, discriminatory, or exclusionary terms could get you flagged by users and tarnish your reputation.
Avoid using phrases that target a certain demographic, like “this bachelor pad is ideal for single men.” Though you might find it harmless, it’s best to err on the side of caution rather than risk alienating potential renters.
Poor visual presentation
Uploading low-quality or misleading photos can also spark online scrutiny. If your listing doesn’t accurately represent the property, users may flag your post or accuse you of scamming in the comments. Posts with low-quality or blurry images might spark a similar response, along with negative or poke-fun commentary.
Lack of transparency
Omitting key factors about your property can also yield negative reactions. For example, if you showcase a luxurious New York City rental and call it an “affordable find,", but never mention the actual price, viewers might criticize the lack of transparency.
To avoid this issue, always ensure your posts and descriptions are accurate, transparent, and upfront. This includes sharing all relevant information on pricing, amenities, location, and any potential drawbacks.
How to Write a Listing That Withstands Public Critique
Now that we know what mistakes to avoid, let’s explore more ways to avoid online backlash. When promoting your rental listings, it’s important to fine-tune every aspect, from descriptions to photos, to ensure you abide by the following principles:
Stick to the facts
As mentioned earlier, social media promotion is all about establishing trust and transparency. To reap all the benefits of these platforms, ensure your listing and its accompanying promotional content are factual. Don't exaggerate things like square footage or recent renovations. Instead, be upfront about your property and disclose any imperfections. Remember, renters appreciate authenticity!
Follow Fair Housing guidelines
Cross-checking your listing with Fair Housing guidelines is another way to safeguard your listing from backlash. This means verifying that none of your content includes discriminatory language toward race, color, religion, sex, national origin, disability, or familial status.
Even terms like “family-friendly” or “perfect for young professionals” could be considered discriminatory. So, instead of focusing on demographics, use neutral descriptors like “spacious” or “great for entertaining.” This kind of language is more FHA-compliant and avoids potential backlash.
Engage with potential renters
Your online relationship with renters shouldn’t be one-sided. If you receive comments from users, whether positive or negative, be sure to respond and engage. For example, if someone leaves negative feedback on your listing, ask how you can improve. If a renter expresses interest in the comments, send them a message with more information about your property. This type of engagement builds relationships with prospective tenants and shows you value their interest.
Crafting the Visuals: Photos, Videos, and Layout
Next, let’s talk about visuals. Photos, videos, floor plans—anything that showcases your home visually— are crucial to attracting leads. Without these components, potential renters may overlook your rental property. Or, if your visuals are weak, they might get the wrong idea about your rental’s condition and livability.
Here are some tips for your rental listing photos to make the best impression:
Show the real unit
By now, you know that the key to winning over renters online is authenticity. When it comes to photos, the best way to be authentic is to, of course, show your actual property. Don’t deceive viewers with outdated or misleading images. Even if your photos showcase certain imperfections, renters will appreciate the authenticity and transparency.
Capture your rental’s best features
Even if your property has some imperfections, it will also have major selling points. Instead of dwelling on what it lacks, focus on highlighting its unique features in your listing photos. For example, a spacious outdoor entertainment area or a modern open-concept kitchen can serve as standout selling points. These elements not only showcase your property’s appeal but also create strong, visually compelling listing images.
Include videos or 3D tours
Walkthrough videos or 3D tours can also visually elevate your listing. Plus, they’re a lot more likely to engage and captivate viewers! In HubSpot’s 2025 State of Marketing Report, researchers reported that short-form video delivers the highest ROI for businesses. So, now is the time to capitalize on the power of video to showcase your rental property.
Posting a Premium Listing with Apartments.com gives you the chance to include these immersive visual components. Not only can you upload up to six videos to your listing, but you can also create a Matterport 3D Tour! These cutting-edge features will allow prospective renters to virtually explore your property like never before, giving a more realistic viewpoint of the space and layout.
Final Checklist Before Publishing Your Listing
Now that we’ve covered all your bases, from visual components to engagement tips, let’s close things off with a final checklist. Before your listing goes live, ensure you check every box below to avoid potential online criticism:
|
Listing Component |
Checklist |
|
Photography standards |
- No blurry, dark, or poorly framed images - Exterior shot should be clean, level, and well-lit - No visible agents, pets, or people in mirrors - No wide-angle lens abuse / “fisheye” distortion - Avoid weirdly cropped photos (e.g., half a toilet, close-up doorknobs) - Use natural lighting when possible - Declutter and stage rooms before shooting |
|
Floor plan must-haves
|
- Accurate and clearly labeled layout - Include square footage per room if possible - Highlight flow between major living areas - No missing bathrooms or inexplicable dead-end hallways - Use consistent scale and orientation |
|
Price-to-amenity alignment
|
- Justify high prices with visible quality upgrades - Mention included appliances, smart home features, or premium finishes - If priced low, be transparent about condition - No vague language masking clear flaws (“quirky,” “cozy,” “charming” = red flags) - Avoid misleading listing titles (“luxury” = granite countertops from 1997?) |
|
Copywriting and detail accuracy
|
- Proofread – no typos or all-caps shouting - Accurately describe room count and amenities - Avoid hyperbole and filler adjectives - Don’t reuse boilerplate copy across multiple listings - Avoid overpromising or under-explaining major home issues |
List Your Property with Apartments.com
Listing a rental property goes beyond just photos and descriptions. It also means making it stand out on social media. With Apartments.com, you can create an eye-catching, compliant listing designed to grab attention across platforms. Our easy-to-use listing interface and comprehensive Rental Tools make it simple to create, promote, and manage your listing, minimizing errors and avoiding online criticism. Get started with Apartments.com today and find your next tenant faster!
FAQs
What language should I avoid in a rental listing?
Avoid any discriminatory language that targets or excludes protected classes based on race, religion, sex, disability, familial status, or national origin. This includes phrases like "no children," "perfect for a single professional," or "ideal for a quiet couple." Focus on neutral descriptions of the property itself.
How do I know if my listing violates fair housing rules?
Your listing violates fair housing rules if it expresses any preference, limitation, or discrimination based on protected characteristics. Carefully review all text and images to ensure they describe the property and its features, not the ideal tenant. If you're unsure, consult the Fair Housing Act guidelines or legal counsel.
Can I include income or credit score requirements?
Yes, you can include income and credit score requirements as long as they are applied consistently to all applicants. These requirements must be objective and directly related to a tenant's ability to pay rent, not a proxy for discrimination. Ensure your criteria are reasonable and clearly stated.
How do I respond if my listing goes viral negatively?
If your listing receives negative viral attention, respond professionally and promptly. Acknowledge concerns, apologize if appropriate, and clarify any misunderstandings. Take steps to address the root cause of the backlash, which may involve revising your listing or policies.
Are there tools to help me create compliant listings?
Many platforms and online resources, like Apartments.com, offer guidance and tools to help create compliant listings. Utilizing these resources can help you avoid potential fair housing violations and streamline your listing process.
