Ray, this is an interesting topic and one I confess I've not thought about a lot in specific detail.
Too, I don't think my typical applicant cares a lot except regarding a few things, which I will detail below. They see "VACANCY $X/month" and click "I'm suuuuuuuper interested" button.
They'd have to READ the AD to see what I advertise. How many times have we here lamented that most applicants don't read our ad? No need to invest a lot of time or thought into this other than hit the highlights and call it good.
Key takeaways: bullet point lists:
* State just the facts.
* 6-8 facts will answer most questions they care about.
I rent class C residential. Not a known group for careful reading and thoughtful comparison. The fact that I offer these "Big Three" puts me ahead:
* keep my prices reasonable
* offer flexible things like payday plan
* allow pets
Item 1 - Flexible Rent Payment Plan (You pick what works for you!)
* Bi-weekly (Pay $X every two weeks on Friday)
* Bi-monthly (Pay $Y on the 1st and 15th)
* Monthly (Pay $Z once per month on the 1st)
Item 2 - Move-in Costs: Pick your rent plan and add the deposit of $XXX
Item 3 - WE LOVE PETS!!! right up top in bold letters. I'd make the letters flash if I could.
My competition either give no details at all or who go into lengthy, boring explanations of the "charming this and that" and "well-located yadda yadda".
When I see their Zillow engagement stats compared to mine, I consistently get 30-50% more responses than they do, and I get rented before they do most time. --184.4.xx.xxx