Vacancy concerns are real, and if your Santa Cruz rental property is spending too much time unoccupied on the market, it could be due to one of three things. 

It could be overpriced.

It could need repairs and updates. 

It could need more robust marketing. 

If you have attached a rental value that you know is competitive and accurate and your property has been cleaned, well-maintained, and updated in significant ways, the problem must be marketing. You might have the best home for rent in all of California. But if people don’t know about it, how will you find tenants?

People need to know that you have a fantastic rental property available. Good marketing helps to avoid long vacancies. It allows you to attract a large pool of tenants. And, it gets your rental property off the market quickly, leading to maximized returns on your investment. 

To reach the best tenants and get your listing off the For Rent sites, you need to actively promote your home for rent and sell the unique benefits of your property. When you’re advertising your Santa Cruz rental home, the goal should be to create and implement a marketing plan that will help your property look like the most desirable home compared with all the others on the market. 

Generate interest in your rental home, attract plenty of exposure, and have your pick of qualified tenants who are scheduling showings and submitting applications. 

Make Sure Your Santa Cruz Rental Home is Move-In Ready

Prospective tenants will want to scroll through your listing, show up for a visit, and imagine themselves moving right in. Does your property give that vibe? Preparing your rental home is a big part of your marketing plan. 

Prepare the property for the type of tenants you’d like to attract. If you want a tenant who is likely to take good care of your property, make sure you show them that property condition is important to you. Before you even take the marketing photos, conduct a detailed walk-through of the property and decide what replacements, repairs, or updates will be necessary before you start showing it. When you find work that needs to be done, schedule the vendors and contractors as soon as possible. You’re not only repairing the wear and tear of the last resident, but you’re also creating an inviting and attractive space for the new resident. Updates and improvements are just as necessary as routine maintenance. 

You want your well-qualified residents to connect with your home on an emotional level. That’s what gets those applications submitted; a connection to your property. Good marketing can help you establish that connection and draw people towards your rental home.

Tell a Story with Marketing Photos and Video

Your visuals should tell the story of your property and why it will make such a good home. This is your best opportunity to give prospective tenants an idea of what it would be like to live there. When they say and appreciate the details, such as a new tub or tile backsplash, those little things become just as important as the number of bedrooms and the outdoor space. 

Photos will always come first for tenants. That’s what will get their attention, so make sure your picture quality is good. You might want to hire a professional photographer, and if it’s in your budget, then go for it. But, it’s not absolutely necessary. You can elevate your marketing game by taking some excellent photos yourself. Make sure you’re showing each room at the best angle. Use a lot of natural light. 

When it comes to photos, focus on quantity as well as quality. You want to upload as many photos as possible with your listing. Include shots of the bedrooms and bathrooms, the living room, and any other common areas such as a den or dining room. Lots of kitchen photos are important, too. Show the appliances, the floors, and the counter space and cupboards that tenants will have. 

Try to include a walk-through video. This can make prospective tenants feel like they’re getting a tour before they even decide to schedule a showing. 

The next part of your listing is the property description, and you want it to be more than a mere list of features. Create compelling and engaging descriptions that paint a picture of what living on the property will be like. Highlight unique selling points such as a recently renovated kitchen, proximity to beaches and shopping, or the size of your walk-in closets. 

Photos and videos reduce vacancy by helping you stand out in a competitive market. Invest in this part of the marketing process as much as you can.

Where to Market: Leverage Multiple Online Platforms

Now that we’ve discussed what should go into a listing, the next part of your marketing strategy is getting that listing out into the world. 

Don’t limit your listing to just one platform. Potential tenants are searching for homes on multiple sites, so be sure to list them on a variety of property rental sites and social media platforms. If you’re working with a property manager, you can leverage our technology to syndicate your listing across multiple sites. This saves time and gives you a larger audience. 

Social media is an important tool when it comes to rental property marketing. Make sure you have an online presence that allows for sharing and engaging on platforms such as Facebook and Instagram. You might want to consider advertising in order to get your listing in front of more people quickly. You’ll avoid long vacancies when people can share your listing on their social sites.

Responsiveness is Marketing