How to Create a Standout Rental Listing Description That Fills Vacancies Fast

By PropsManager Team · Leasing & Marketing · Feb 06, 2025

Every day your unit sits empty, you're bleeding money. At $1,500/month rent, that's $50 a day. A two-week vacancy? You just lost $700. And here's the brutal truth most landlords won't admit: the listing description is usually the reason.

I've seen landlords throw a unit on Zillow with "2BR/1BA, available now, $1,200/mo" and then wonder why their phone isn't ringing. Meanwhile, the identical unit across the street gets 30 inquiries in 48 hours because the owner spent 20 minutes writing a listing that actually sells.

Your rental listing isn't a spreadsheet entry. It's an advertisement. And if you treat it like one, you'll fill units faster, attract better tenants, and spend fewer nights wondering when the vacancy will end.

Let's break down exactly how to write a listing that works.

Why Your Rental Listing Description Actually Matters

Here's something that might surprise you: according to Apartments.com data, listings with detailed descriptions get up to 50% more inquiries than bare-bones postings. Renters today—especially millennials and Gen Z—scroll through dozens of listings in a single session. You've got about three seconds to grab their attention before they swipe past you.

Think about how you shop online. Do you click on the product with a blank description and one grainy photo? Or the one with a compelling headline, clear details, and images that make you want to buy? Renting works the exact same way.

A well-crafted listing does three things simultaneously:

• Filters out unqualified leads so you're not wasting Saturday afternoons on no-shows
• Pre-sells the unit so prospects arrive already excited
• Justifies your asking rent by framing the value, not just the price

If you're managing multiple properties, writing strong listings at scale becomes even more critical. Tools like PropsManager's listing and vacancy management features let you template and customize descriptions across your portfolio, so every unit gets the attention it deserves.

Crafting a Headline That Stops the Scroll

The headline is everything. On most rental platforms, it's the only text visible before someone decides to click—or keep scrolling.

What Bad Headlines Look Like

• "2 Bed 1 Bath Apt."
• "Nice apartment for rent"
• "Unit available immediately"

These are invisible. They say nothing. They could describe literally any apartment in any city in America.

What Great Headlines Look Like

• "Sun-Drenched 2BR Downtown Loft with Rooftop Deck & In-Unit Laundry"
• "Renovated 3BR Near Lincoln Park — Granite Counters, Pet Friendly, Garage Parking"
• "Spacious 1BR in Historic Brownstone | Walk Score 94 | Heat Included"

See the difference? Great headlines pack in specific details that matter to renters: location, standout amenities, and lifestyle cues. They're front-loaded with the most compelling features.

The Headline Formula

Here's a formula I've used across hundreds of listings:

[Descriptive Adjective] + [Bed/Bath Count] + [Location/Neighborhood] + [2-3 Top Amenities]

That's it. Fill in the blanks, and you've got a headline that outperforms 90% of what's on Craigslist right now.

Sell the Lifestyle, Not Just the Features

This is where most landlords completely fall apart. They write a bulleted list of features like they're filling out a government form. Tenants don't rent features. They rent a life.

Every feature in your unit translates to a benefit. Your job is to make that translation for the reader.

Feature vs. Benefit Examples

Notice how the benefit column tells a story? It puts the renter inside the apartment, living their life. That emotional connection is what gets people to pick up the phone.

Paint a Picture of a Day in the Unit

One technique that works incredibly well: write one paragraph that describes a typical day in the apartment. Something like:

"Wake up to sunlight streaming through oversized windows. Brew your coffee in a kitchen with granite counters and brand-new appliances. Walk three blocks to the Blue Line, or work from home in the dedicated office nook. Come evening, you're grilling on the private balcony while the city lights come alive."

Is it a bit dramatic? Sure. Does it work? Every single time.

Be Ruthlessly Specific

Vagueness kills listings. "Nice apartment" means nothing. "Recently updated" could mean the landlord slapped a coat of paint on the walls in 2019. Renters have been burned before, and they've developed a healthy skepticism for lazy descriptions.

Specificity Sells

Instead of this:

• "New appliances"
• "Close to transit"
• "Good neighborhood"
• "Plenty of storage"

Write this:

• "Brand-new GE Profile stainless steel refrigerator, gas range, and dishwasher installed December 2024"
• "4-minute walk to the Red Line at Fullerton station"
• "Located on a tree-lined street in Lincoln Square, one block from the farmers market"
• "Two oversized closets in the primary bedroom plus a 5×8 storage unit in the basement"

Specific details build trust. They signal that you're a professional landlord who actually cares about the property. And that's the kind of landlord good tenants want.

Numbers Are Your Friend

Whenever possible, use actual numbers:

• Square footage (even if approximate)
• Distance to landmarks in minutes, not "close to"
• Age of renovations ("Fully renovated in 2023" not "recently renovated")
• Utility costs ("Average electric bill: $65/month" — tenants love this)
• Ceiling heights, especially if above standard

Structure Your Listing for Skimmers

Most renters won't read your listing word-for-word. They're scanning. So structure matters as much as content.

The Optimal Listing Structure

1. Killer headline (covered above)
2. Opening hook — one or two sentences that create desire
3. Property highlights — a short paragraph hitting the top 3-5 selling points
4. Detailed amenity list — bulleted for easy scanning
5. Neighborhood section — what's nearby and why it matters
6. Practical details — rent, deposit, lease terms, pet policy, move-in date
7. Call to action — exactly what to do next

The Amenity Checklist

Don't bury important details. Create a clean, scannable list:

• Rent: $1,450/month
• Security Deposit: $1,450
• Lease Term: 12 months (flexible)
• Available: March 1, 2025
• Pets: Cats OK, dogs under 35 lbs with $300 pet deposit
• Parking: One included spot, second available for $75/month
• Laundry: In-unit washer/dryer
• Utilities Included: Water, trash, recycling
• Tenant Pays: Electric, gas, internet

Renters are comparing your listing against five others in open tabs. Make it easy to find the info they need, or they'll close your tab first.

Photos and Listing Copy Work Together

A listing with great copy and terrible photos will underperform. And vice versa. They're two halves of the same pitch.

Quick photo rules that pair with strong copy:

• Minimum 15 photos — listings with fewer than 10 photos get significantly less engagement
• Lead with the best room, usually the kitchen or living room
• Shoot during the day with all lights on and blinds open
• Stage minimally — a clean towel in the bathroom, a plant on the counter
• Include exterior and neighborhood shots — the building entrance, the street, nearby parks

Reference your photos in your description: "As you can see in the photos, the kitchen was completely gutted and rebuilt in 2023 with soft-close cabinets and waterfall quartz countertops." This connects the visual and written story.

If you're managing multiple listings, PropsManager helps you organize photos and descriptions in one place, keeping your marketing consistent across every unit in your portfolio.

Words and Phrases That Attract (and Repel) Tenants

Research from rental platforms reveals that certain words consistently correlate with faster lease-ups, while others actively discourage inquiries.

Words That Work

• Luxurious, charming, captivating — aspirational but not overselling
• Granite, stainless, hardwood — specific material callouts
• Spacious, bright, open — spatial descriptors that create desire
• Walk to, steps from, minutes from — proximity language
• Move-in ready, turnkey, freshly painted — signals low hassle

Words to Avoid

• Cozy — renters read this as "tiny"
• Quaint — translates to "old and possibly falling apart"
• Must see — tells renters you couldn't describe it well enough in writing
• No [anything] allowed — leads with negativity; reframe restrictions positively
• TBD — signals disorganization
• As-is — a massive red flag

Instead of "No smoking allowed," try "Smoke-free building for your comfort." Same rule, completely different energy.

Writing for Fair Housing Compliance

This isn't optional. It's the law. The Fair Housing Act prohibits discriminatory language in rental listings, and violations carry fines up to $16,000 for a first offense—and significantly more for repeat violations.

What You Can't Say

• Any reference to preferred race, religion, sex, national origin, familial status, or disability
• "Perfect for young professionals" (discriminates against families)
• "Great for single occupant" (familial status discrimination)
• "Walking distance to St. Mary's Church" (religious preference)
• "No children" (familial status)

What You Can Say

• Describe the property, not the ideal tenant
• "One-bedroom layout" instead of "perfect for singles"
• Reference secular landmarks for location context
• "Elevator access and ground-floor availability" instead of disability-specific language

When in doubt, describe the unit, not who should live there. Run your listing through a Fair Housing review before posting if you're unsure. It's not worth the legal exposure.

The Call to Action That Closes

You've painted the picture. You've listed every feature and benefit. Now tell them exactly what to do. Surprisingly, a huge number of listings just... end. No direction. No urgency.

Strong CTA Examples

• "Text or call John at (555) 019-9200 to schedule a private tour. This unit won't last through the weekend."
• "Apply online at [link] — we respond to every application within 24 hours."
• "Open house this Saturday, 11 AM–1 PM. No appointment needed."

Notice the urgency without being pushy? You're not lying or creating false scarcity. You're just reminding people that good rentals move fast—which they do.

Make It Easy

The easier you make it to take the next step, the more responses you'll get. Offer multiple contact methods. Respond quickly. If someone messages you at 9 PM on a Tuesday, responding by Wednesday morning could be the difference between a signed lease and a lost lead.

PropsManager's tenant communication and inquiry tracking tools help you centralize all showing requests and applications so nothing falls through the cracks—even when you're juggling multiple vacancies.

A Complete Listing Example

Let me put it all together with a real-world example:

Sun-Drenched 2BR/1BA in Logan Square — In-Unit Laundry, Private Balcony, Steps to Blue Line

Welcome home to this beautifully renovated second-floor apartment in the heart of Logan Square. Sunlight pours through oversized south-facing windows into an open-concept living and dining area with original hardwood floors throughout.

The kitchen was fully remodeled in 2024 with white shaker cabinets, quartz countertops, a Samsung stainless steel appliance package, and a tile backsplash. Both bedrooms fit queen beds comfortably, and the primary includes a double closet. The bathroom features new subway tile, a rain showerhead, and modern vanity.

What you'll love:

• In-unit Bosch washer and dryer
• Private south-facing balcony
• Central heat and A/C
• Dishwasher
• 9-foot ceilings
• Secured entry with video intercom
• Bike storage in basement

The neighborhood: You're a 3-minute walk to the Blue Line at Logan Square station, one block from Gaslight Coffee Roasters, and walking distance to Revolution Brewing, the 606 Trail, and Palmer Square Park.

The details:

• Rent: $1,750/month
• Deposit: $1,750
• Available: March 1, 2025
• Lease: 12 months
• Pets: Cats welcome, dogs under 40 lbs with $350 pet deposit
• Parking: Street permit (Zone 313) or garage spot for $100/month
• Tenant pays: Electric + gas (avg. $85/month combined)
• Landlord pays: Water, trash, recycling

Schedule a tour: Text or call Sarah at (555) 234-5678. Open house Saturday 1/25 from 11 AM–1 PM. Serious applicants welcome to apply online at [link].

That listing will outperform a bare-bones post every single time. It took maybe 25 minutes to write. And it could save you weeks of vacancy.

Rental Listing Description Checklist

Before you hit publish, run through this quick checklist:

• Headline includes bed/bath count, location, and top amenities
• Opening sentence creates desire or curiosity
• Features are translated into benefits
• Specific brands, measurements, and dates are included
• Amenities are in a scannable bulleted list
• Rent, deposit, and lease terms are clearly stated
• Pet policy is included
• Neighborhood highlights with specific distances
• Fair Housing compliant — no discriminatory language
• Strong call to action with contact info
• At least 15 quality photos accompany the listing
• Proofread for typos and grammar

Explore More PropsManager Resources

Looking for the right property management software? Check out our in-depth guides:

• Compare Property Management Software — See how PropsManager stacks up against Buildium, AppFolio, Rent Manager, and Propertyware.
• Software for Small Landlords — Built for landlords managing 1–50 units without the enterprise price tag.
• AI-Powered Property Management — Discover how automation can save you 5–10 hours per week.
• Solutions for Property Managers — Scale from 50 to 500+ units without scaling your costs.

Frequently Asked Questions

How long should a rental listing description be?

Aim for 200–400 words minimum. That sounds like a lot, but once you include property details, neighborhood info, amenities, and practical terms, you'll get there naturally. Listings under 100 words consistently underperform on every major rental platform. The sweet spot is detailed enough to answer most questions upfront, but not so long that readers lose interest.

Should I mention the rent price in the listing?

Absolutely. Listings without a price generate far fewer quality inquiries. Renters assume "call for pricing" means the rent is either too high or the landlord is playing games. Be transparent. If your rent is competitive for the area, letting people see the number upfront is an advantage, not a risk. You'll also waste less time fielding calls from people who can't afford the unit.

How do I write a listing for an older or less updated property?

Focus on what's genuinely good. Maybe the unit isn't brand new, but it's on a quiet tree-lined street. Maybe the kitchen is dated, but the rooms are massive compared to newer construction. Emphasize space, location, character, and value. "Spacious pre-war 2BR with original hardwood floors and 10-foot ceilings" sounds way better than "older 2BR available now." Honesty matters, but framing matters more.

Can I reuse the same listing description for multiple units?

You can use a template, but customize it for each unit. Even identical floor plans in the same building have differences—floor level, view, natural light, proximity to the laundry room or elevator. Unique descriptions also perform better in search algorithms on platforms like Zillow and Apartments.com, which penalize duplicate content. PropsManager lets you create listing templates that you can quickly personalize per unit.

What's the biggest mistake landlords make with rental listings?

Writing the listing like a chore instead of a sales pitch. The landlord who writes "2BR, 1BA, $1,200, call for info" is competing against the one who paints a picture of what life looks like in that apartment. The second landlord fills their unit faster, often at a higher rent, and attracts tenants who actually care about where they live. Twenty minutes of thoughtful writing can save you thousands in vacancy costs.

Stop Losing Money on Lazy Listings

Here's the bottom line: every rental listing you publish is a direct reflection of how you run your properties. Sloppy listings attract flaky tenants. Professional, detailed listings attract tenants who pay on time and treat your property with respect.

The math is simple. If writing a better listing saves you even one week of vacancy on a $1,500/month unit, that's $375 back in your pocket. Do that across a portfolio of 10 units over a year, and you're looking at thousands of dollars in recovered revenue.

You don't need to be a copywriter. You just need to care enough to spend 20–30 minutes crafting a listing that actually does its job.

And if you're managing multiple properties and want to streamline your listings, tenant screening, lease management, and rent collection all in one place, give PropsManager a try. It's built for landlords who want to run a tight operation without the chaos. Request a demo and see how much easier property management gets when you've got the right tools behind you.

Looking for more ways to level up your landlord game? Check out how to handle multiple applications for one unit, our guide on tenant screening best practices, and tips for creating a great first impression with a welcome package.