How to advertise units
What are the best practices for advertising rental units?
There are five key components to effective advertising:
There are five key components to effective advertising:
- Describe unit features/benefits
- Set rental criteria
- Avoid discriminatory language
- Determine market rate rent
- Select listing methods (online platforms and other channels)
Features/Benefits
Include all features and benefits, including high-quality photos, that put the unit in the best possible light. This will attract the largest pool of applicants.
Include all features and benefits, including high-quality photos, that put the unit in the best possible light. This will attract the largest pool of applicants.
- Number of bedrooms and bathrooms
- Square footage
- Ground floor, 2nd story, high rise
- Outdoor space: Yard, balcony, deck
- Parking: Street or off street, covered, secure
- Laundry: Onsite, in-unit or near by
- Storage: Interior and/or exterior, bike
- Electric vehicle charging stations
- Water and/or energy efficiency and other environmentally-friendly features
- Walkability: Proximity to public transportation, schools, shopping/restaurants, theaters, parks, etc.
- Other desirable features: Wooden floors, gas stove, natural light, views, new paint, new appliances/fixtures, event space, gym, etc.
Rental Criteria
Standards that appear in your listing that every applicant must meet in order to be considered:
Sample Criteria
Standards that appear in your listing that every applicant must meet in order to be considered:
Sample Criteria
- Minimum credit score of 700 (recommended)
- No eviction history
- Proof of legal and verifiable source of income that meets requirements, typically 3 times the rent
- Positive references from last 3 rental property owners/managers
- Government-issued ID
Non-discriminating language
- Fair Housing is a complex, ever-changing topic. Use caution when advertising rental units or creating rental criteria.
- If discriminatory language or criteria is found in a listing, a discrimination suit or Fair Housing complaint may be filed against the rental owner.
- Avoid language referencing ancestry, race, genetic information, color, national origin, religion, sexual orientation, gender identity, handicap, familial status.
- All units in California (except senior housing) must be made available to families with children. “Steering” (putting families with children in certain units) is discriminatory and should be avoided., i.e. , leasing only units on bottom floors to families.
- "No children or families allowed"
- "Perfect for young professionals or quiet, older couple"
- "Not wheelchair accessible"
- "No emotional support animals"
- Owners/managers cannot inquire or require information (written or orally) regarding immigration status of a rental applicant, tenant or occupant (Civil Code 1940.3) in the rental listing or during the application process.
- However, this does not prohibit the owner from asking for government-issued photo identification.
Security
Do not advertise your neighborhood as "safe" or "secure," as that could result in a lawsuit if there is a problem
However, you may advertise an alarm system as a feature.
Do not advertise your neighborhood as "safe" or "secure," as that could result in a lawsuit if there is a problem
However, you may advertise an alarm system as a feature.
Determining Market Rate Rent
- State law currently allows owners to set market rent after a tenant vacates or if a unit is empty (CA Civil Code 1954.53).
- Factors to consider: neighborhood, unit size, parking, amenities, access to public transit and shops/restaurants, laundry service, etc.
- Look at similar listings on platforms like Craigslist, Zillow, Rent-o-Meter, etc. to compare rents.
- Consider attending open houses to see how other units compare.
Advertising Methods
- Look beyond Craigslist, as it is no longer the standard method of listing units. See listing platforms like Zillow, Trulia, HotPads, Zumper, etc.
- For bigger units consider paid websites like Apartments.com.
- Listings on message boards, online networks, newsletters, bulletin boards, flyers or word-of-mouth offer additional exposure.