Marketing Vacant Units: Best Practices for Property Managers

Marketing Vacant rental units pose a significant challenge for property managers, leading to lost revenue and increased maintenance costs. In Edmonton’s competitive rental market, an effective marketing strategy is crucial to securing quality tenants and maintaining high occupancy rates. Property managers must leverage a mix of digital marketing, traditional advertising, and localized strategies to maximize visibility and attract prospective renters.

This guide outlines the best practices for marketing vacant units, with a special focus on strategies tailored for Edmonton’s rental market.

Marketing Vacant Units

1. Optimize Online Listings for Maximum Exposure

With most renters starting their search online, an optimized listing is the first step in attracting potential tenants.

a. High-Quality Photos and Virtual Tours

• Invest in professional photography or use a high-resolution camera to capture bright, wide-angle shots.
• Include multiple images of each room, exterior views, and shared amenities.
• Create virtual tours or video walkthroughs to provide a comprehensive view of the space, appealing to out-of-town renters.

b. Compelling Property Descriptions

• Highlight key features such as in-suite laundry, updated appliances, and proximity to public transit.
• Use engaging language that emphasizes lifestyle benefits.
• Include essential details such as square footage, number of bedrooms/bathrooms, pet policies, and lease terms.

c. Listing on Popular Rental Platforms

• Use high-traffic rental websites like Rentfaster.ca, Zumper, PadMapper, and Kijiji Edmonton.
• Syndicate listings across multiple platforms to increase visibility.
• Update listings regularly to reflect current availability and pricing.

2. Leverage Social Media Marketing

Social media platforms offer an effective and low-cost way to market vacant units.

a. Facebook Marketplace and Local Groups

• Post listings on Facebook Marketplace, where many renters in Edmonton search for apartments.
• Share listings in Edmonton-based rental groups and community pages.
• Engage with users by responding promptly to inquiries.

b. Instagram and Pinterest for Visual Appeal

• Share professional photos and video tours on Instagram with hashtags like #EdmontonRentals, #YEGRealEstate, and #ApartmentForRent.
• Create Pinterest boards showcasing unit interiors, nearby attractions, and moving tips.

c. Paid Advertising for Targeted Reach

• Use Facebook and Instagram ads with location-based targeting to reach renters in Edmonton.
• Experiment with different ad formats, such as carousel ads featuring multiple unit images.

3. Enhance Curb Appeal and Staging

First impressions matter. A well-maintained property attracts tenants faster.

a. Maintain Landscaping and Exterior Appearance

• Ensure lawns are mowed, bushes trimmed, and pathways clear.
• Power wash building exteriors and repaint where necessary.
• Improve lighting around entryways for added security and aesthetics.

b. Staging for Showings

• Use neutral décor and modern furnishings to make the unit feel inviting.
• Enhance lighting and add fresh plants to create a warm ambiance.
• Offer virtual staging for digital listings to help renters visualize the space.

4. Offer Incentives and Discounts

Offering promotions can help fill vacancies faster, especially during slow seasons.

• Move-in specials: Offer the first month free or a reduced security deposit.
• Referral programs: Reward current tenants for successful referrals.
• Flexible lease terms: Cater to short-term renters, such as students at the University of Alberta or professionals relocating for work.

5. Optimize for Local SEO

Search engine optimization (SEO) ensures your listings appear in local searches when renters are looking for properties in Edmonton.

a. Use Location-Specific Keywords

• Include keywords such as “apartments for rent in Edmonton,” “YEG rental units,” “affordable rentals near Whyte Ave,” etc.
• Optimize meta descriptions, headlines, and image alt-text for local searches.

b. Google My Business Optimization

• Claim and optimize your Google My Business profile.
• Encourage happy tenants to leave positive reviews.

c. Local Backlinks and Community Involvement

• Partner with local businesses, real estate blogs, and relocation services for backlinks.
• Sponsor Edmonton events to build brand recognition.

6. Utilize Email and SMS Marketing Vacant

Direct communication through email and SMS keeps potential renters engaged.

a. Build an Email List

• Collect emails from previous inquiries and create a database.
• Send monthly newsletters with rental updates, neighborhood news, and promotions.

b. Use SMS Alerts

• Notify interested renters instantly about new vacancies.
• Personalize messages with key features and availability details.

7. Work with Real Estate Agents and Relocation Services

Partnering with local real estate professionals can increase the chances of securing long-term tenants.

• Offer referral commissions to local real estate agents.
• List properties on corporate relocation websites for incoming professionals.
• Collaborate with property management firms in Edmonton to widen exposure.

8. Host Open Houses and Virtual Tours

Hosting an open house can significantly increase tenant applications.

a. Weekend Open Houses

• Schedule viewings on Saturdays and Sundays when potential tenants are more available.
• Offer refreshments and application incentives.

b. Virtual Tours for Remote Renters

• Host live virtual tours via Zoom, Facebook Live, or Instagram Live.
• Provide a Q&A session to address potential concerns.

Conclusion

Successfully marketing vacant rental units requires a multi-faceted approach that blends digital marketing, local SEO, property enhancements, and promotional incentives. In Edmonton’s dynamic rental market, property managers should leverage platforms like Rentfaster.ca, Kijiji, and social media while also optimizing listings with local SEO strategies. Partnering with relocation services, running targeted ads, and enhancing property curb appeal further boost occupancy rates.

By implementing these strategies, property managers in Edmonton can reduce vacancies, increase rental income, and attract quality tenants in a competitive market. The key is to remain proactive, adaptable, and strategic in Marketing Vacant efforts to maximize success.