When it comes to advertising, sometimes it's best to get out of your own way. Too often, we seek to reinvent the wheel when it comes to marketing our property. While there is nothing inherently wrong with trying new things, there's a reason why the old standbys remain popular. If you're questioning how to appeal to prospective tenants, Scott Safadi of Cal Bay Property Management recommends taking a step back and looking at your property through the eyes of potential visitors.
Your most desirable features are likely obvious. Perhaps you've got a location that's second to none, or a pool that rivals the local waterpark. Maybe your bathroom is newly renovated and a sight for sore eyes, or maybe your new appliances will make your stand out from the pack. Whatever your most desirable features, it's important to recognize them and then put them to work in your advertising.
Once you've honed in on your most desirable features, treat them right by having professional photographs taken. While you can certainly snap a quick photo or two on your phone, bringing in a professional allows you to get more value out of your desirable features. Imagine your recently renovated bathroom, for instance, beautifully lit with professional equipment and shot with an artist's eye. While good photography might seem overrated, it's easily the most important part of the leasing strategy.
Good photos are nothing, though, without a platform on which to publish them. Post photos on your website, but also be sure to include them in your advertisements for vacant units. The wider you circulate the photos, the better your chances of renting out the apartment becomes.
Consider combining your beautiful photographs with testimonials from your favorite tenants. Ask if they'd be willing to go on record about their favorite features in their rental. By pairing quotes with stunning photography, you add an air of credibility to your marketing campaign. You'd be surprised how far a brief quote from a tenant can get you! Include both the photos and the testimonials on your community's Yelp page.
No matter how you decide to market your vacant units, be sure to always focus on the highlight reel. While it might seem like common sense, catering to your target audience's most desired traits is a surefire way to get eyes on your property. From there, it's gravy.
- Scott Safadi, Cal Bay Property Management
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