# 4 Property Management Marketing Ideas To Scale Up Rental Business | Capterra > Discover property management marketing ideas to fill rental vacancies faster. We reveal how to attract your ideal tenants, create killer listings, and automate it all using software. Source: https://www.capterra.com/resources/property-management-marketing-ideas --- Marketing 101Marketing # 4 Property Management Marketing Ideas To Scale Up Your Rental Business and Reduce Vacancy Written by: Amita Jain Amita JainAuthor Senior Writer Experience I've been writing for Capterra since August 2021, with the goal of becoming a trusted voice in the finance technology market. I have... [See bio & all articles](https://www.capterra.com/resources/author/ajain/) and edited by: Rina Rai Rina RaiEditor Rina is a senior editor at Capterra. She has close to a decade of experience creating and editing content, especially for the IT, software, and finance domai... [See bio & all articles](https://www.capterra.com/resources/author/rina-rai/) Published September 12, 2024 7 min read Table of Contents - [#1. Create a database with powerful visuals of all units](#1-create-a-database-with-powerful-visuals-of-all-units) - [#2. Craft listing pages beforehand for quick distribution](#2-craft-listing-pages-beforehand-for-quick-distribution) - [#3. Conduct market research to find the right price point](#3-conduct-market-research-to-find-the-right-price-point) - [#4. Cater to tech-savvy tenants](#4-cater-to-tech-savvy-tenants) - [What to look for in property management software?](#final-words-what-to-look-for-in-property-management-software) ## A senior property manager shares software-focused tips for marketing your rentals and filling up empty units. Property managers typically seek more control and lower costs when marketing their rentals. Capterra advisors frequently get questions from landlords about how property management tools can help them reduce reliance on a real estate agent for filling vacant units.[\*](#methodology) While a realtor can list your property on a multiple listing service, which can be great for visibility, it often comes with a hefty broker fee. Plus, the flood of inquiries you get can be overwhelming, requiring a lot of time to filter for ideal tenants. Saddat Abid,[\[1\]](#sources) a senior property manager with more than a decade of experience in running rentals, sees property management systems as a personal realtor, minus the hassles. To help you leverage property management systems beyond their typical use of rent collection and lease management, we’ve compiled four tips for an effective marketing strategy. They’ll show you how to use these tools for finding tenants and transforming your property marketing strategy. ## #1. Create a database with powerful visuals of all units We eat with our eyes first, and the same goes for potential tenants browsing rentals. High-quality photographs of units can make or break a prospect’s decision to schedule a viewing or moving on to the next option, ultimately impacting your digital marketing efforts. Capture stunning visuals of your rental units and keep them clearly organized in a database. “That way all of a sudden when you have a tenant moving out, you can use the pictures you already have to post a vacancy for potential clients,” says Abid.  Most property management systems offer a database feature that helps maintain a library of photos, videos, and descriptions for each property. Nearly [85%](https://www.capterra.com/resources/key-property-management-software-features/#4-property-database) of property management software reviewers on Capterra identify property database as a highly important feature of the software.[\*\*](#methodology) _Visuals and virtual tour option of a unit in property management software_ [_RentRedi_](https://www.capterra.com/p/199707/RentRedi/) For property owners who really want to cater to today’s digital-savvy tenants, Abid suggests taking it a step further with 3D video tours. "Have a video of walking a prospective tenant through what your property looks like. This way tenants will have a much better interaction with your property even before they set foot in it. A compelling virtual tour also improves the quantity and quality of leads you get.” Pro tips to capture visuals that pop - Ensure the units are empty when photographed, without tenants' belongings visible  - Use 360-degree cameras or smartphone apps for immersive tours - Take wide-angle shots for a spacious feel - Open curtains to use natural light If your do-it-yourself (DIY) online marketing efforts aren't cutting it, consider investing in a good camera or hiring a pro. Remember, most potential clients today want to get a feel of a property online before scheduling a visit. Quality visuals can significantly reduce time-wasting inquiries and viewings. ## #2. Craft listing pages beforehand for quick distribution When it comes to renting out your property quickly, having a well-crafted listing page that’s ready to go can make all the difference in your property management marketing plan. Emphasizing the vitality of preparation, Abid says, "Craft your rental property listing pages in advance so anytime there’s a vacancy, you can market and distribute that listing page anywhere and get your property rented as soon as possible.”  Many property management systems provide marketing features that make drafting and distributing rental listings easy. With automated listing syndication, you can maintain just a single listing page and share it automatically across rental platforms (e.g., Zillow, Apartments.com), social media hotspots (e.g., Facebook Marketplace, Instagram), and email marketing campaigns, maximizing your reach with minimal efforts. _Creating detailed listings for distribution in property management software_ [_Rentec Direct_](https://www.capterra.com/p/120753/Rentec-Direct/) Speaking of the efficiency of such a system for prospective renters, Abid adds, “What used to take hours of manual posting and tracking of how each listing is performing on different platforms now takes minutes with property management software. With a few clicks, I can distribute my vacant units to major platforms and track them all from a single dashboard.” After implementing this strategy, Abid saw a 25% increase in inquiries in the first month of posting for a multi-family unit that had high vacancy rates earlier. Pro tips to curate effective listing pages - Research successful rentals in your area and replicate their winning elements - Highlight unique amenities that set your property apart - Avoid mentioning features common in unrented properties - Regularly update your ads based on market trends and successful rentals ## #3. Conduct market research to find the right price point  Pricing is a critical determiner of whether your property attracts a potential customer. Property management tools can help you set rates that’ll have potential tenants line up while you earn profits as well. Use market analysis tools in these systems to know the best price bracket for your units based on your area. Highlighting the importance of data-driven pricing, Abid says, "I largely depend on information generated from property management software to guide my pricing decisions. The software presents me with real-time market analysis, showing what similar properties in my area are renting for and how long they stay on the market." _Average market rent shown on the dashboard of property management software_ [_Entrata_](https://www.capterra.com/p/20372/Entrata/) Abid also recommends leveraging the software’s reporting capabilities. “It also allows me to track the performance of my units at different price ranges over time and find a competitive but profitable rental rate that’s attractive to high-quality tenants." Understanding market rates is crucial for any rental property owner or property manager looking to maximize investment in real estate. Pro tips to price your rentals - Check the prices of recently rented (not just listed) properties in your area with similar features as yours (e.g., rooms, amenities) - Offer strategic promotions during slower periods, such as “First month rent-free for newlyweds” - Be open to negotiation, but know your bottom line beyond which you can’t lower the price While property management software can provide valuable pricing insights, it's also worth considering external tools such as Rentometer. They can help you target specific zip codes and amenities to get a more accurate picture of local-business rental rates. ## #4. Cater to tech-savvy tenants  Tenants are willing to pay a premium for properties that offer advanced security. In Capterra’s 2024 Tenant Experience Survey, 73% of respondents say a property with advanced technology (e.g., smart appliances, keyless entry) would significantly influence their decision to sign a rental agreement.[\*\*\*](#methodology) Abid adds, “Today’s tenants aren’t just looking for four walls and a roof to live in; they want an experience that’s safe, convenient, and in some cases, even Instagram-worthy. From virtual tours to smart locks, tech touches can make a big difference in drawing the ideal prospective tenant.” The younger generation is especially keen on these tech treats. Our survey also shows 35% of Gen Z and 28% of millennials are willing to pay higher rent for units with smart home automation, such as integrated lighting or smart locks. If your property has what's topping their tech wishlist, you can target this demographic when marketing your ads on social media and rental outlets. Pro tips to attract tech-forward audiences - Mention all about your tech perks in your property listings  - Budget for tech upgrades to boost rental value of your property - Consider offering tech packages as premium add-ons - Show tenants why your home is safe and makes for a smart choice ## Final words: What to look for in property management software? Not all software solutions are created equal, especially in terms of property marketing capabilities. Based on our analysis of hundreds of [products listed in the property management category](https://www.capterra.com/rental-property-management-software/) on Capterra and on conversations with countless software users in the property management industry, here’s the lowdown of the features you should be eyeing in a property management system for marketing. - [Property database](https://www.capterra.com/rental-property-management-software/?features=3e2e981e-3df1-4721-bdf3-f0d34b6efcd4) is pretty much a standard feature offered across the board in property management tools. It helps maintain a centralized database for storing property details, including room descriptions, visuals, and price points. - [Listing syndication](https://www.capterra.com/rental-property-management-software/?features=db130d3c-61b9-495c-ad69-47365be832a8) is often an optional feature that isn’t always available in all products. The listing feature helps you create detailed webpages for each rental unit, including pictures and virtual tours, and allows easy posting of those listings across rental websites and social media. - [Reporting and statistics](https://www.capterra.com/rental-property-management-software/?features=3990e00b-853e-41a0-a871-33607f212727) is commonly offered in most property management systems, but for it to be useful in marketing, it needs to be integrated with the marketing module. As you browse through different systems, check if you can monitor market demand for rentals based on different price points or amenities, to uncover valuable insights about your marketing campaigns. - Other marketing capabilities like email management or automated follow-ups with leads may be offered by some property management software; however, the depth of these features can vary. During demos or free trials, check what marketing functionalities come with basic versions, what extras you can get with advanced marketing modules, and if there are any specialized marketing tools that can be integrated with the system. Feeling overwhelmed by all these options? Start by exploring [Capterra Shortlist](https://www.capterra.com/rental-property-management-software/shortlist/). It’s our “Best Seller” section for property management software, listing the most popular and highly rated property management options according to real users.  You can also [book a free 15-minute consultation](https://www.capterra.com/our-story/#:~:text=CREATE%20PROFILE-,Contact%20us,-Need%20help%20finding) with a Capterra advisor for personalized guidance. They'll help you filter through the options and find software with the needed bent toward marketing. ## Capterra's 2026 Software Buying Trends Report ### Download our 2026 Software Buying Trends Report to see how successful software adopters avoid disappointment and how your business can, too. * * * **Methodologies** \*Findings are based on data from telephonic conversations that Capterra’s advisor team has with small-to-midsize businesses seeking property management tools. For this report, we analyzed phone interactions from Aug. 23, 2023, to Aug. 23, 2024. The findings represent buyers who contacted Capterra and may not be indicative of the market as a whole. \*\*We collect reviews from verified users for individual software products. For this report, we analyzed reviews data from June 13, 2023, to June 13, 2024. Additionally, for each software category, we ask reviewers to rate—on a scale of “low importance” to “critical”—how important different features are for that software. \*\*\*Capterra’s Tenant Experience Survey was conducted in June 2024 among 4,800 respondents in the U.S. (n=400), Canada (n=400), India (n=400), Brazil (n=400), Mexico (n=400), the U.K. (n=400), France (n=400), Italy (n=400), Germany (n=400), Spain (n=400), Australia (n=400), and Japan (n=400). The goal of the study was to identify they pain points tenants face and explore software solutions property managers can use to address them. Respondents were screened to currently rent their primary residence. Note: The screenshots of applications included in this article are examples to show a feature in context and are not intended as endorsements or recommendations. Sources 1. [Saddat Abid](https://www.linkedin.com/in/saddat-abid-7887891b3/), LinkedIn * * * ### Was this article helpful? * * * ## About the Authors [### Amita Jain](https://www.capterra.com/resources/author/ajain/) Amita Jain is a senior writer for Capterra, covering finance technology with a focus on expense management and accounting solutions for small and midsize businesses. Her work has been featured in Careers360, among other publications. [### Rina Rai](https://www.capterra.com/resources/author/rina-rai/) Rina is a senior editor at Capterra. She has close to a decade of experience creating and editing content, especially for the IT, software, and finance domains. Passionate about minimalist storytelling, she prioritizes breaking down complex industry jargon into engaging stories accessible to all readers. Rina holds a postgraduate degree in mass communication and journalism and a bachelor's degree in English literature. 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