Winning & Losing Craigslist Ads: How to Optimize Your Ad
Craigslist is certainly not a new marketing tool for rental property managers; it’s been around for quite some time, though with a growing popularity in its presence as a host for local properties, more and more property managers are utilizing this free tool (aside from brokered apartment listings in NYC). That said, given that it is, in fact, free for most listers, it’s unfortunate how many generic, vague, and spam listings are still floating around — and, in abundance. Truth is, there’s effective strategies with Craigslist listings, and entirely ineffective slip-ups that many property managers are still committing. After talking with a handful of industry professionals, I’ve come up with three ways to optimize your ad to stir maximum possible interest, and three ways to kill your ad. This is what the experts had to say.
There’s three clear components that all Craigslist listings should have in regards to rental property listings. Yes, it is still possible to attract prospective tenants without these things, but why not infuse your ad with all things wonderful and attract more quality tenants? After all, it cannot be reiterated enough — Craigslist is free.
Beginning with an effective title is the first step to draw people into your ad. That is the primary goal, right? Think of the title like an introduction. Pique the reader’s interest with something that’s creative, effective, and honest, all while answering the initial questions a prospective tenant will be asking: How many bedrooms? How much? What neighborhood/area? And, list something unique to the property. Is there an unusual amenity or something that’s particularly attractive? Put something here that’ll trigger more folks to open your listing.
Then, write an excellent body that will ultimately trigger your next desired outcome — an inquiry. If your title was interesting enough to read your ad, make your ad just as interesting. Writing an ad is essentially copywriting, so it should be both informative and creative. Answer more questions the reader may have. Sell not only the property, but also the area. Is the street or neighborhood particularly wonderful? Let them know.
Lastly, including images (of the actual property that’s available), or some other multimedia is essential to really attract inquiries. Words can paint a fantastic image of a property, but without photographic proof that a property is, in fact, as nice as you say, how does a prospective tenant know? Particularly with the number of ads with multimedia, it’s important to boost inquiries.
And just as these efforts will raise interest in your ad, there’s also a handful of things that can kill an ad. And frankly, why waste time creating an ad that’s inefficient, unappealing, and uninteresting? It’s a waste of precious time, right?
Again, beginning with the title, this is your first change to make or break your ad. Experts suggest using ALL CAPS and lots of exclamation points; additionally they suggest not mass posting the same listing with the same title, which is often seen in apartment searches on Craigslist. Furthermore, be sure the title says something meaningful that will encourage a viewer to open the ad.
Also, writing vague or generic listings is another way to drive viewers away. What incentive does a prospective tenant have to inquire about an ad that answers none of their questions, and doesn’t paint an attractive image of the property? Unfortunately, these ads are common on Craigslist — ads that are so vague that a reader goes onto the next ad without any of their interest stirred. Additionally, failing to include images or multimedia that supports the verbal claims in an ad is just as unattractive to rental seekers. Consider the image one of the last things that will encourage or discourage an inquiry. Why sell your property and yourself short?
Lastly, having unreasonable expectations from future tenants will be a sure-fire way to kill interest. Implementing unreasonable rules is a very unattractive sign for folks who are wishing to call your property ‘home’ for a period of time. Standard rules are acceptable — pet rules, smoking rules, noise expectations, etc., but keep your rules within reasonable perimeters.
Following these simple steps will boost interest in your ads, build your credibility, and can result in a higher number of inquiries. Why waste time creating an ad that’s not fairly representative of what you have to offer? After all, a good versus a bad Craigslist ad has a valuable outcome: occupancy versus vacancy.
Ashley Halligan is an analyst at a Web-based software advisory firm and guest blogger for APTly Spoken.
You Live, You Cut Your Own Bangs, You Learn
I’ve made a lot of mistakes in my life.
Bangs, for example. I grew up in the late 90s, a decade after Bubble Bangs were in, but I said to hell with fashion and continued to sport them well into Y2K.
If that wasn’t bad enough, I attempted to cut said bangs with poultry shears on several occasions. My mom would ask me why there was hair in the bathroom sink and I would shrug, my bangs creeping crookedly over my eyebrows. Nancy Drew would have to solve that one.
During that same disturbing period of time, I also made the mistake of thinking that any sort of interaction with the opposite sex meant that person was interested. I blame this on my parents, who never sent me to any sort of sleep-away camp where girls were encouraged to associate with boys.
Deprived of such an experience, I grew up without any real male friends. Thus, when a football player in my AP history class asked to borrow a marker one day in high school, I naturally assumed we would be dating by final period.
In a shocking turn of events, he only wanted a marker.
Eventually I outgrew the bad hair and bad boys (sort of), spending my early twenties making more mature mistakes—like attempting to complete the Cinnamon Challenge (look it up, but do not try it), “accidentally” leaving a carved pumpkin on my balcony until February and contemplating pulling a “Felicity” by chopping my hair off and moving to another city for someone I had a crush on.
I’ve really grown up.
Well, we all make mistakes. Some are just a part of life—an inevitable rite of passage as we get older. Then there are others—those that affect our profession—that should never happen in the first place.
Following are some common apartment industry faux pas:
1. Leniency in collecting rents. Effective rent collection starts with selecting qualified residents who have a history of timely rent payment. However, that’s not always possible. So, what do you do?
Start collection efforts early, before the rent is past due. If a resident offers an excuse for not paying on time, focus on solutions. Help residents determine where and how they can find the money. This might include finding out if they have any available credit remaining on their credit cards, having them contact family members for help or providing a list of agencies that provide emergency rental assistance.
If residents are unable to produce the money or seem unwilling to do their part, then it is time to help move them out as soon as possible.
2. Not planning for major capital items. When estimating cash flow, few independent rental owners, in particular, reserve for major repairs. There is always one unexpected item that pops up. Accruing a cash reserve monthly for these items will go a long way toward paying these somewhat unexpected bills.
3. Focusing on filling vacancies rather than preventing them. Most owners are complaint-driven. If a resident calls in a maintenance complaint, the owner will usually get it fixed. But few owners have a strategy designed to keep their residents in the property longer.
Little things such as an occasional upgrade or a gift certificate for a pizza go a long way toward pleasing residents, convincing them to extend their residency.
But back to the real point of this blog: Should I just show up on his doorstep?
For more, check out Dan Lieberman’s IRO Insider in the May issue of units, which mails May 8.
Bangs, for example. I grew up in the late 90s, a decade after Bubble Bangs were in, but I said to hell with fashion and continued to sport them well into Y2K.
If that wasn’t bad enough, I attempted to cut said bangs with poultry shears on several occasions. My mom would ask me why there was hair in the bathroom sink and I would shrug, my bangs creeping crookedly over my eyebrows. Nancy Drew would have to solve that one.
Pay to Play: Winning Ways to Hold Community Contests
A unicorn, an unlimited supply of Toaster Strudel and Zac Efron.
When I went in on the Mega Millions in late-March with several co-workers, these were the things I dreamed of purchasing with my cut of the money.
I knew I had a better chance of being pecked to death by a hummingbird than winning the lottery, but I’ve always been lucky and didn’t see any reason why this would change. Few people win Bingo twice in one night and a free burrito their first time at Chipotle, after all. Surely the lottery was next.
Tickets in hand, I prepared myself for the moment our numbers were drawn. Things would change, but I didn’t want to be like some of those lottery winners who go bankrupt or develop a pain-pill addiction.
No, I would still be the same me—just a little heavier from the pastries and a little happier from Zac Efron. (Seriously, ladies, have you see the trailer for “The Lucky One?” Those shoulders are as broad as a Buick.)
Zac in tow, I’d ride off into the sunset on my unicorn, eating Toaster Strudel like M&Ms.
Unfortunately, someone else went home with my money. Sad—yet fair.
But what about a lottery in the apartment industry—is that fair? According to Nadeen Green, Senior Counsel with For Rent Media Solutions™, it’s not.
As an apartment marketing professional, it’s important to understand the differences between a contest, a sweepstakes and a lottery—because while the first two are legal, a lottery is not.
When defining the differences, there are three elements to consider: chance, consideration and prize. If two are correctly included, your promotion is legal; if all three are, it’s not.
Consideration + Prize = Contest. A person has to do something to win a prize, such as write the best essay or come up with the best slogan or best design; this is the “consideration” that is required of them. There is no “chance” since the “best” entry will win.
Chance + Prize = Sweepstakes. A person doesn’t really have to do anything—give consideration—to win the prize, because winning is based on chance, i.e. a random drawing. Courts have decided that sticking a stamp on an envelope or exerting a tiny bit of effort online is not consideration.
But you have to be careful not to require that people visit your community or perform in some other way—such as taking a tour or signing a lease—in order to qualify for a drawing, because that is consideration.
Chance (random drawing) + consideration (what you are requiring of a person) + prize = lottery.
Strapping actor + mystical horse + iced breakfast-pastry = happiness.
For more, check out Nadeen Green’s article, “Winning Ways to Hold Community Contests” in the May issue of units, which mails May 8.
When I went in on the Mega Millions in late-March with several co-workers, these were the things I dreamed of purchasing with my cut of the money.