Last week I asked the group what they do best and I heard all sorts of great answers. Now for the application part of that question. Since you do what you do better than your competitors, how do you advertise that USP from last week?

What media methods do you use and do they list the sales advantages you say you have?

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

More detail:

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".

BINGO!!!!!

We have a winner

Indeed I see where there might be 15 or even 20 folks that show some level of interest on a place, when I hear that there are 100's of applicants and none of them reading an add. I have to wonder, what is the add that is so attractive that 100 people blew it off.

Pet Friendly, 3 BR 2 Bath, multi payment plans, with awesome curb appeal barks - pick me.

Our ads are a heading which includes some form of pets allowed, how to reach our pre-screening questionnaire, then bullet points (yes, 6-8 is about right) then again how to reach our pre-screening questionnaire, and of course pictures.