Effectively marketing your rental property is crucial for attracting quality tenants, minimizing vacancies and achieving a quick lease up. In saturated rental markets like San Francisco, especially in competitive areas, implementing strategies that make your property stand out is vital. Whether you’re a seasoned landlord or new to the rental market, the following seven tips will help you improve your rental property’s visibility, appeal, and profitability. This guide offers key insights on San Francisco rental property marketing and how to market your rental like a pro.
1. Emphasize What Makes Your Property Unique
In real estate, no two properties are exactly alike, and this uniqueness is what you should emphasize in your marketing efforts. The features that stand out about your property should be immediately visible to prospective renters, either through an eye-catching cover photo or by highlighting them at the top of your listing description. Rental listings can often appear monotonous, blending into one another, so it’s important to make your property’s highlights easy to spot.
In the San Francisco market, amenities like in-unit laundry, parking, and private outdoor spaces are highly sought after yet relatively scarce. If your property includes any of these features, make sure they are prominently featured in your marketing. Similarly, if your property has been recently upgraded with high-end finishes like stainless steel appliances, quartz countertops, or custom cabinetry, these details should take center stage.
Keep your property description concise. Prospective renters don’t have time to read through lengthy narratives; they need to quickly grasp what makes your property special. To make the key features of your property more digestible, consider using bullet points. This format not only improves readability but also ensures that the most important aspects of your property stand out.
2. Set the Right Price for Your Rental
Pricing your property correctly is one of the most critical steps in the marketing process and it is the most used filter by renters after location. Incorrect pricing can result in your property sitting on the market for months, leading to significant amounts of lost rental income. To avoid this, it’s essential to find a balance where your property is priced competitively yet accurately reflects its value.
Our San Francisco leasing team at KeyOpp Property Management dedicates time to analyzing both current and recent rental listings to ensure your property is priced optimally. While you might be tempted to set a higher rent because your property has unique features, it’s crucial to communicate these effectively. If you set the rent too high without justifying it through standout features, you could delay it getting rented or finding that ideal renter..
The first week of a rental listing is critical. This is when the property receives the most attention, as many renters in competitive markets like San Francisco are eager to act quickly on new listings. Proper pricing during this initial period can generate significant interest and help you find the best and most qualified tenant. Pricing your rental property involves both art and science, requiring a deep understanding of market trends and a clear assessment of your property’s value.
Begin by researching comparable rental listings on rental listing platforms like Zillow, Zumper & Craigslist. These sites are the most popular and visited by prospective renters. Here you will find detailed information that can help you assess where your property stands in relation to other similar properties. Consider the value of your property’s features, such as amenities and recent upgrades, when setting your price. Our leasing specialists at KeyOpp Property Management go further by providing comprehensive reports that include data analysis on price per square foot, days on market, historical trends, average rent by bedroom type, and more. This detailed market analysis has proven to be instrumental in leasing properties quickly and at optimal prices.
If your initial pricing strategy isn’t attracting the desired interest, be prepared to adjust the price down—preferably on a weekly basis. However, if you’ve done your homework and priced your property correctly from the start, adjustments shouldn’t be necessary.
Additionally, make sure to clearly state your screening requirements in the listing. This transparency helps ensure that only qualified renters apply, saving time for both you and the prospective tenants. We also recommend that landlords take a fair housing training course to fully understand what can and cannot be said or advertised when renting out a property. Fair housing laws play a critical role in all aspects of property management and leasing, and compliance is essential to avoid fines or legal issues, especially in San Francisco. At KeyOpp Property Management, we prioritize fair housing by ensuring all our leasing specialists are knowledgeable and experienced in Fair Housing, helping us maintain transparency, equity, and fairness in the rental market.
3. List Your Property on Multiple Platforms
In today’s digital age, relying on dated tactics like posting on Craigslist and putting a “For Rent” sign on the window are no longer sufficient for marketing a rental property. To reach a broader audience, it’s essential to list your property on as many rental platforms as possible. At KeyOpp Property Management, we publish listings on over 18 different sites, including Zillow, Apartments.com, Trulia, Zumper, Facebook Marketplace, and Craigslist. This wide distribution maximizes our exposure to potential renters, ensuring that we reach the largest pool of prospective tenants.
Although Craigslist continues to have a minimalist design and may seem outdated, particularly when compared to newer platforms, it remains a powerful tool in the San Francisco Bay Area rental market. In fact, Craigslist accounts for approximately 20-25% of our rental leads, which makes sense – us San Franciscans love supporting our original home brands!
On a side note, when crafting your property listing, include a clear call to action (CTA) that guides renters on how to inquire or schedule a showing. A strong CTA can streamline communication and help you manage the flow of inquiries more efficiently. Be prepared—if your listing is competitive, you may receive a high volume of calls and messages, sometimes around the clock. It’s important to schedule showings as quickly and frequently as possible to secure a qualified tenant in a short amount of time.
4. Invest in High-Quality Marketing Assets
High-quality marketing content is non-negotiable if you want to create a successful rental listing. In today’s content-driven swipe left world, the minimum standard for marketing images has risen dramatically, and this applies to rental properties as well. When potential renters browse listings, you want them to be drawn to your property with clear, well-composed and engaging photos otherwise you will be quickly “swiped away”.
Imagine comparing two listings: one with low-resolution, poorly lit images and another with sharp, bright photos that showcase the property’s best features. Most renters will gravitate toward the latter. The same principle applies to your rental property—visual transparency is key to attracting serious interest. Poorly taken photos from your mobile device can deter quality renters and may lead to unnecessary questions or, worse, wasted time on showings for renters who ultimately decide against the property because it wasn’t represented accurately in the online photos.
When taking photos of your property, start by arranging them in a logical sequence that mirrors the flow of the space. Begin with exterior shots, then move through the main living areas, and finish with bedrooms and bathrooms. Don’t forget to include photos of transition spaces like hallways, as these can help renters get a better sense of the property’s layout. Even better, consider getting a floorplan of your property. This not only will give renters a complete layout of the entire home from living areas to sleeping areas, but you have accurate square footage to use for marketing.
If possible, hire a professional photographer. While this is the ideal scenario, it’s understandable if you prefer to save money by taking the photos yourself. In that case, make sure to use a smartphone with a high-quality camera or borrow a DSLR camera with a wide-angle lens. Many smartphones now have wide-angle features that allow you to capture more of the space in each shot.
Take at least two angles of each room, including the front and back of the building, any amenities, garage space, and views. Timing is also crucial—avoid taking photos at night, as this can make the property look less inviting or sometimes even eerie. If your living room has west-facing windows, for instance, aim to take photos in the late afternoon to capture the warm, golden hour light. For east-facing windows, morning light is ideal. You get the idea! Always open window treatments and shower curtains fully to let in as much natural light as possible. This will make the space feel more open, spacious and bright. Also, don’t forget to turn on all the lights (including the range hood), as well as be sure to close closet doors and toilet seats
For an added edge, consider creating video tours of the unit and the entire building. Prospective renters appreciate the ability to view a property remotely, especially before committing to an in-person tour. This approach not only saves time for both parties but also helps ensure that interested renters are serious about the property before they see it in person. At KeyOpp Property Management, we go a step further by ensuring a Matterport 3D scan of the property, allowing renters to virtually explore the unit online, especially important for those interested parties that are not able to see it in person because they are relocating from out of state or re-patriotizing from out of country. This technology enhances our leasing process, making it quicker and more efficient.
5. Offer Tours as Frequently as Possible
While online marketing is crucial, nothing beats the impact of an in-person or live guided video tour when it comes to securing a tenant. Tours give potential renters the opportunity to experience the property firsthand, ask questions, and start visualizing themselves living there. The more tour opportunities you provide, the faster your unit is likely to be rented.
Flexibility in scheduling tours is a significant factor in how quickly you can rent your property. The more accommodating you are, the more likely you are to attract serious renters. Some people have strict work schedules that only allow them to view properties in the evenings, during their lunch hour or only on weekends. Additionally, offering live video guided tours through platforms like FaceTime, Google Meet or Zoom can be a game-changer for those renters that are relocating to San Francisco and cannot be there in person.
Start by setting up a flexible schedule for tours, offering multiple time slots throughout the week, including evenings and weekends. If your schedule doesn’t allow for this, consider hiring a leasing agent or working with a property management company like KeyOpp Property Management, which can handle tours throughout the work week and yes, even weekends. For out-of-state renters, offering video guided tours is essential. These can be conducted live via video call or pre-recorded and sent to interested parties.
6. Create a Memorable Experience for Prospective Tenants
During the tour, it’s vital to ensure that the property is clean and ready to show. Small details make a big difference—turn on the lights, open the window treatments, close the toilet lid, adjust the temperature to a comfortable level, and address any minor repairs that could detract from the property’s appeal. Be prepared to answer questions not only about the property itself but also about the neighborhood, transportation options, and the overall leasing process. Serious renters will often ask about the application process during the tour, so make sure you have the necessary information on hand and follow up with them afterward.
Keep in mind that renters are also assessing you as a landlord. The first impression and experience you provide during a tour can significantly influence a renter’s decision-making process as well as be a good foundation and rapport for a harmonious tenancy. By being punctual, professional, and personable, you can set yourself apart from other landlords.
Renters aren’t just looking for a place to live; they’re seeking a positive living experience. If they feel confident that you are a reliable and respectful landlord, they are more likely to choose your property over others. Moreover, a positive experience during the leasing process can lead to word-of-mouth referrals, which are incredibly valuable in the rental market. Don’t hesitate to ask current tenants if they know anyone who might be interested in renting a vacant unit—this can be an excellent way to find new renters.
Punctuality is key to making a good first impression. Arriving late to a scheduled tour can leave potential tenants with a negative impression, suggesting that you may not be reliable. During the tour, be friendly and approachable. Engage with prospective tenants by asking them about their needs and preferences to ensure that the property is a good match for both them and you as the landlord. Being ready to answer any questions they might have is crucial.
After the tour, follow up with the potential tenants to thank them for their time and to see if they have any additional questions. This follow-up helps establish a positive relationship moving forward. Not every renter will want to move forward with the property, don’t take it personally—instead, ask for feedback using a question such as “Was there anything about the property that you feel wouldn’t make this your perfect next home?” This is a valuable opportunity to learn and improve your property or your leasing process. If the feedback is reasonable, it can also be a point of negotiation that could be the difference between a renter submitting a rental application and moving in next week versus the property sitting vacant for another week.
7. Harness the Power of Positive Word-of-Mouth
A great showing experience and a well-maintained property can lead to positive word-of-mouth referrals, which are incredibly powerful in the real estate market. Satisfied tenants are likely to recommend your property to friends or leave positive reviews online, both of which can significantly boost your property’s appeal.
Word-of-mouth is one of the most effective forms of marketing because it comes with a built-in level of trust. Potential tenants are more likely to consider a property recommended by someone they know. Similarly, positive online reviews can greatly enhance your property’s attractiveness to those searching online.
Marketing your rental property effectively requires a blend of strategy, market knowledge, and a genuine commitment to providing a great experience. By emphasizing your property’s unique features, setting the right price, using high-quality marketing digital assets (i.e. photos, virtual tours, floor plans), offering flexible tours, and creating a memorable showing experience, you can significantly increase your chances of finding the right tenant quickly.
The effort you invest in marketing now will pay off in the form of shorter vacancy periods, a faster leasing process, and higher-quality tenants in the long run. Remember, renting a property isn’t just about signing a lease; it’s about building a positive relationship that benefits both you and your tenants.
With over 30 years of real estate experience, Lawrence brings a family-focused approach to Real Estate. Starting early on by assisting his father with hands-on repairs and maintenance with various properties and later assisting with the backend operational processes, Lawrence along with his wife Melanie Leung have a developed multiple businesses focusing on all aspect of Real Estate including, but not limited to, Property Management, Investment Strategies as well as Buyer and Seller Representation. By working in multiple aspects of the real estate process, he brings a multi-faceted perspective to the buying and investment process. As a duo team with a strong knowledge of property investment, Lawrence is able to provide all the necessities an investor needs to make the smart choices.
Having grown up with parents working in real estate, I found my passion for this industry at an early age. I chose to follow in their footsteps after seeing how many clients they were able to help fulfill the American Dream of Home Ownership. After 7 years of working extensively in the San Francisco Bay Area, I have developed a keen understanding of the local market and always take the time to figure out what clients really need from me as a professional real estate broker. I take pride in serving my clients with the utmost level of care and professionalism. It is my job to ensure a smooth, worry-free, and satisfying experience for everyone involved.
Nathalie began her professional career in software and data management. Working with imperative government statistics, Nathalie developed a strong attention to detail and exceptional multitasking capabilities. As a technical support specialist in the IT industry, Nathalie began to deepen her desire to help people and provide excellent customer service. Driven by a mission to be user-centric and customer-focused, she approaches all customer interactions with sincerity and an eagerness for improvement. She’s your go-to person when you’re stuck, need help, or just need someone to listen.
Erika May Roslin has a BA in Accounting and has professional experience working in finance and administration. She has a robust appreciation for accuracy and precision which makes her well equipped for bookkeeping within the real estate and property management industries. Erika has also developed excellent customer service skills and highly values customer satisfaction. She strives to make customers and clients feel happy with their products and services and seeks feedback to further improve operations.
Cherrylane has developed excellent customer service and conflict diffusion skills during her 20 years in the gaming and casino industry. Patience, honesty, and professionalism are at the heart of her commitments and honors her work with integrity and confidentiality. As Cherrylane pivots into the BPO (Business Process Outsourcing) industry, her advanced customer service experience is extremely useful in ensuring customer satisfaction and support. She has worked and interacted with people from diverse cultures and from all walks of life, making her personable and empathetic. We’re thrilled to have her as part of our operations team.
Emily is originally from Los Angeles, California, and graduated from Chapman University with a degree in Business Communication. Her first experience in a leadership role was as a department manager at Nordstrom. It was here she developed her skills in people management as well as client retention. She was awarded with a “Customer Service All-Star” award by the CEO for her creative problem-solving skills and stellar success in giving customers the utmost best service. Following this chapter, she moved her expertise into a Project Management role at an Architectural Engineering company in Southern California. It was here she found her passion for home design and ultimately real estate. With Emily’s combined people skills and passion for the business of real estate and property management, she is thrilled to help grow all facets of KeyOpp.
Katrina embarked on her professional journey as a Digital Marketing Specialist in Real Estate right after graduating in 2019 with a Bachelor of Arts in Business Administration, majoring in Marketing Management.
Kristine Cordenillo’s fascination with the concept of home got her into the property management industry. She believes the home is a significant factor in shaping a person’s identity. She was previously a Lease Management Manager for a property management company based in Michigan for about five years. She is currently a candidate for a degree in Masters in Anthropology.
Calvin Yu is a seasoned professional with a decade of diverse experience, underpinned by a foundation in Business Administration from San Francisco State University. His career trajectory includes roles in food service, project management, and as a production associate at Tesla, each contributing to his robust skill set. In these roles, Calvin has demonstrated his ability to thrive in fast-paced environments, showcasing his hardworking nature, diligence, and patience. His time in the food service industry refined his customer service and operational skills, while his project management experience enhanced his strategic planning and problem-solving capabilities. At Tesla, he embraced the challenge of precision and innovation, further solidifying his adaptability and commitment to excellence.