There’s no shortage of tenants, but if you want to naturally attract the very best of the bunch and achieve the highest possible rent, the contents of your rental listing are the crucial first step.

Time and time again, we’ve seen how the depth of marketing has a direct impact on the quality of enquiries, with poorly crafted listings failing to grab the right - or any - attention.

Alongside highlighting all the good stuff, it’s now a legal requirement to include a clutch of Material Information to avoid risking thousands of pounds in fines from the Competition and Markets Authority.

With that in mind, our guide to the perfect rental listing is all about creating a legal and effective ad, using five essential elements:

Scroll-stopping photos.

A snappy headline.

A compelling description.

Material information.

Mistakes to avoid.

Whatever type of rental property you own, by following these steps, you’ll attract the best tenants while keeping yourself on the right side of the law. Let’s get started!

SCROLL-STOPPING PHOTOS

Photography is the most visual aspect of your rental listing and the element that will catch a tenant’s eye first. To stand out and stop the scroll, professional-quality images are a must and should include:

Close-ups of any standout features, from a wood-burning stove to a beautiful fireplace, high-end kitchen appliances to a stylish shower, or even elegant door handles.

A picture of every room taken from the angle that shows most of it. Prepare by wiping down scuffed walls, cleaning floors, opening curtains or blinds, and turning on lights if it's dull outside.

Exterior shots. Move bins out of sight at the front; mow the lawn if there's a garden; jetwash any patio or deck. Adding a bistro set and a couple of plants in pots is a small expense that pays off.

Taking photos of your property empty allows you to reuse them (assuming there are no major changes) whenever you need to find a new tenant, helping you launch faster with clear, unfurnished images.

A SNAPPY HEADLINE

Your lead sentence doesn't have to be Shakespeare, but it should cram in the main highlights within the first 15 words or so to give a potential tenant a good reason to keep reading.

So think about the two or three most important criteria for your target market, then put them right at the beginning before moving on to descriptive detail. Some simple introduction styles include:

For families: Three-bedroom family house with a large garden and parking for two cars close to the best school in the Wilton and Salisbury area.

For professionals: Stylish, modern and bright one-bedroom flat, five minutes' walk from the high street and station.

For creatives: Incredible views and luxury fittings among exposed brick and beams at this converted dairy.

This is very rudimentary pigeon-holing, but in general, families seek practicality, professionals convenience, and creatives beauty. It’s not a hard and fast rule, but it’s a good place to start.

A COMPELLING DESCRIPTION

Although tenants don't require a Booker Prize-winning novel, your description should be enthusiastic, honest, and full of useful information about your rental property, including:

The flow of the rooms in the order a viewer will encounter them, highlighting features like natural light, period character, modern design, and high-quality fittings.

Local lifestyle insights, such as nearby parks, schools, transport, cafes, shops, gyms, and any hidden or fabulous neighbourhood gems.

Clear details on practicalities, such as parking, the type of heating, storage cupboards, utility space, appliances, energy efficiency, and security.

A great description answers questions before they are asked, and by writing into the desires and requirements of your perfect target tenant, you’ll pop up on their radar as one to view.

MATERIAL INFORMATION

As well as what you choose to include in your rental listing, the law wants rental listings to be more of an open book by including a raft of material information that includes:

Displaying the Energy Performance Certificate (EPC) rating prominently, along with details of flood risks, flight paths, shared rights of way and any complex access arrangements.
Describing the structure of the property, from the type of building to the number of bedrooms, so the digital description matches the physical reality.
Confirming the broadband speed and mobile signal strength: many tenants rely on a stable connection for their professional or personal life.

Finally, the monthly rent and deposit amount must be clearly stated. In England, accepting above the asking price is illegal from May 1st, while in Scotland, it’s strictly prohibited in all Rent Control Areas.

MISTAKES TO AVOID

As well as what to include in your listing, there are some practices to avoid to minimise unsuitable enquiries or trouble with the Competition and Markets Authority. These might seem obvious, but:

Don’t lie or exaggerate. Calling a small box room a "spacious double" is not only misleading - it creates unnecessary viewings and causes tenants to make wasted journeys.
Avoid blanket language that implies any sort of discrimination or exclusion, from social groups to pets to children. Assess each tenant individually to determine if they’re a good fit.
Fix typos and photos that are dark, blurred or wonky. These look unprofessional and can be seen as a lax approach to detail around maintenance and repairs, driving the best tenants away.

If nothing else, lying, exaggerating and discriminating are a waste of time, inviting viewings from people who expect more, and risking complaints and possible financial penalties.

Is your rental listing legal and effective?

Rental marketing has changed, and we'd love to handle all the technicalities for you and give your property the standout promotion it deserves.

So if you’re a landlord in the Wilton and Salisbury area, call us on 01722 580059 or email us at info@piccoloproperty.co.uk and let’s get everything in place to target your ideal tenant for a long and profitable letting.