How to write a rental property listing
November 12, 2025
Date: 12 November 2025
A rental property listing is your first chance for impact with prospective tenants. Get it right, and you'll attract quality applicants quickly, minimise void periods, and set the tone for a professional landlord-tenant relationship. Get it wrong, and you'll face endless viewings with unsuitable candidates, extended vacancy costs, and missed rental income through longer void periods.
Yet many landlords still approach listings as an afterthought, copying generic templates or relying on estate agents without understanding what makes a listing convert. This article walks you through how to write a rental property listing that stands out, ranks well in local area search results, and brings the right tenants to you.
Why your listing matters more than ever
The rental market has evolved dramatically over the last twenty years. Tenants no longer visit high street agents to browse property brochures in the window, that time has now gone and adverts would be out of date. Tenants search online, scroll through listings on their phones or laptops, and make viewing decisions within seconds. Your digital listing is competing for the attention of renters in a crowded marketplace.
According to Rightmove, the UK's largest property portal, the average rental listing receives its highest engagement within the first 48 hours of going live, renters often target newer listings. After that, visibility drops sharply and does not return to peak. This means your listing needs to work hard for you from the moment it goes live, with compelling copy, high-quality images, and all the details tenants need to make a decision.
For small landlords managing their own properties, this is doubly important. You don't have an agency team to field enquiries or polish your property listing. Your listing is often your only marketing tool, and it needs to reflect the care and professionalism tenants expect.
Understanding your target tenant
Before you write a single word, think about who you're trying to attract. A student let near a university requires different messaging than a family home in the suburbs or a professional flat in a city centre.
Consider:
Location and lifestyle – Is the property close to transport links, schools, parks, or nightlife? Highlight what matters most to your audience.
Property type – A studio flat appeals to young professionals prioritising affordability and location. A three-bedroom house suits families looking for space and stability.
Rent level – Your pricing will naturally filter your audience. Make sure your description aligns with what tenants at that price point expect. See others in the local area to make comparisons.
Tenancy length – If you're looking for long-term tenants rather than short-term lets, emphasise stability, community, and the quality of the property.
Understanding your target tenant helps you write copy that speaks directly to their priorities, making your listing feel relevant, personal and appealing.
Crafting a compelling property listing headline
Your headline is the first thing potential tenants see, and it's often the deciding factor in whether they click through to read more. A weak property listing headline like "Two Bedroom Flat Available" is forgettable. A strong headline grabs attention and summarises the property's greatest selling points.
Good headlines are:
Specific – Include the property type, number of bedrooms, and key location details
Benefit-focused – Highlight what makes the property special, this might be the garden, off road parking, or that the property was newly renovated
Concise – Keep it under 60 characters so it displays fully on mobile phones
Examples:
"Bright 2-Bed Flat with Parking – 5 Minutes from Station"
"Spacious Family Home with Garden – Excellent School Catchment"
"Modern Studio in Vibrant [Neighbourhood] – All Bills Included"
Avoid generic language and estate agent clichés. "Must see" and "won't last long" add no value. Instead, tell tenants exactly what they're getting in the rental property and surrounding area and why it matters.
Writing the property description
Your property description needs to balance detail with readability. Tenants want to know practical information, like how many bedrooms, what's included, when it's available, but they also want to picture themselves living there. Here's how to structure it:
Start with the essentials
Lead with the information every tenant needs to know:
Property type (flat, house, studio)
Number of bedrooms and bathrooms
Furnished or unfurnished
Available from [date]
Rent amount per month
Deposit amount (capped at five weeks' rent for annual rent under £50,000)
Council tax band and who pays utilities
Make this information easy to scan. Use short paragraphs, bullet points, or subheadings to break up text and improve readability.
Describe the property room by room
Walk tenants through the property in a logical order, typically starting with communal spaces and moving through bedrooms and bathrooms.
Living areas – Mention size, natural light, flooring, and any standout features like bay windows or built-in storage.
Kitchen – List appliances (oven, fridge, washing machine, dishwasher) and describe the layout. Is it separate or open-plan? Is there space for dining?
Bedrooms – Note sizes, storage (built-in wardrobes, alcoves), and which rooms can accommodate double beds.
Bathrooms – Specify whether it's a bath, shower, or both. Mention condition and any recent upgrades.
Outdoor space – If there's a garden, balcony, or patio, describe it. Is it private? Who maintains it?
Parking – Confirm if parking is available, whether it's allocated, on-street, or residents' permits.
Be honest. Over-promising leads to wasted viewings and disappointed tenants. If the kitchen is compact, say so. If the bathroom is dated but functional, mention that you're planning to upgrade it (if true).
Highlight location benefits
Location often matters more than the property itself. Tenants want to know:
Distance to transport links (bus stops, train stations, motorways)
Proximity to local amenities (supermarkets, gyms, cafés, parks)
School catchment areas (crucial for families)
Neighbourhood character (quiet residential, bustling high street, green and leafy)
Use specific details rather than vague claims. "10-minute walk to Clapham Junction station" is more useful than "great transport links." Check distances on Google Maps or our UK Property Lookup and include them in your description.
If the area is undergoing regeneration or has planned infrastructure improvements, mention these too. Tenants care about the future, not just the present.
Include compliance and safety information
Today's tenants are more informed about their rights and expect landlords to be compliant. Including this information in your listing builds trust and filters out applicants looking for informal arrangements.
Mention that the property has:
A valid Energy Performance Certificate (EPC) with at least an E rating
Up-to-date Gas Safety Certificate (if applicable)
Electrical Installation Condition Report (EICR) within the last five years
Deposit protection through a government-approved scheme
If you manage an HMO, confirm that you hold the necessary licence. For properties in selective licensing areas, mention this too. Compliance isn't optional, and advertising your professionalism reassures quality tenants.
Photography and virtual tours
Words matter, but images sell. Listings with professional photography receive significantly more enquiries than those with poor-quality or minimal photos. If you're serious about attracting good tenants quickly, invest in decent photography.
Hire a professional – A photographer who specialises in property will know how to capture space, light, and features effectively. Expect to pay £100–£200 for a full shoot, which is a small price for faster lettings.
Timing matters – Photograph during the day when natural light is strongest. Avoid overcast days if possible, and never photograph at night.
Declutter and stage – Remove personal items, tidy every room, and open curtains to maximise light. Small touches like fresh flowers or neatly arranged cushions make a difference.
Shoot every room – Include the exterior, all living spaces, bedrooms, bathrooms, kitchen, and any outdoor areas. Tenants want a complete picture.
Use wide-angle lenses carefully – They can make rooms look more spacious, but don't distort to the point of misrepresentation. Honesty avoids disappointment at viewings.
If budget is tight, use a modern smartphone with good camera quality. Many phones now have wide-angle lenses and HDR modes that produce excellent results. Just make sure your shots are well-lit, level, and in focus.
Virtual tours and video walkthroughs are increasingly popular, especially for tenants relocating from other cities. Simple tools like Matterport or even a steady smartphone video can give remote viewers confidence to book a viewing or even apply sight unseen.
Setting the right rent
Pricing your property correctly is as important as the listing itself. Overpriced properties languish on portals, accumulating days on market that make them look undesirable. Under-priced properties let quickly, but you leave money on the table.
Research comparable properties in your area using portals like Rightmove, Zoopla, and SpareRoom. Look at properties with similar sizes, locations, and features. Note how long they've been listed and whether recent listings have been reduced.
Consider your property's unique selling points. Does it have parking in an area where that's rare? Is it newly renovated? Does it offer more space than competitors at the same price? These factors justify premium pricing.
Use tools like the August rental yield calculator to understand whether your rent aligns with market rates and your investment goals. If you're uncertain, price slightly below market to generate strong interest quickly. Multiple applications give you more choice and negotiating power.
Choosing the right platform
Where you list matters almost as much as what you write. The main UK rental platforms each attract different audiences, so consider listing on multiple sites to maximise reach.
Rightmove – The largest property portal in the UK, with the highest traffic. Essential for serious landlords.
Zoopla – Another major portal with broad reach, often used alongside Rightmove.
SpareRoom – Best for room rentals, house shares, and HMO properties.
OpenRent – A landlord-direct platform that allows you to list for free and manage applications yourself.
Many estate agents will list on these platforms for you, but if you're self-managing, most portals allow direct listings for a fee. Compare costs and features before committing.
Social media can also be effective, especially local Facebook groups and community pages. Many areas have dedicated "Homes to Rent in [Area]" groups where landlords can post for free. Just be cautious about enquiries and always verify tenant identities properly.
Handling enquiries professionally
Once your listing is live, enquiries will start coming in. How you handle them determines whether interest converts into viewings and applications.
Respond quickly – Tenants often contact multiple landlords simultaneously. The first to respond has the best chance of securing a viewing.
Be clear and helpful – Answer questions thoroughly and provide additional information if needed (pet policies, parking arrangements, tenancy start dates).
Pre-qualify applicants – Politely ask about their situation (employed, self-employed, students), how many occupants, and whether they have pets. This filters unsuitable applicants early and saves everyone time.
Use templates – Create saved responses for common questions to speed up replies without sounding robotic. Personalise each message with the applicant's name and specific query.
If you're managing multiple enquiries, property management software like August can help you stay organised, track communications, and ensure no one falls through the cracks.
Organising viewings efficiently
Viewings are time-consuming, especially if you're showing the property to one person at a time. Where possible, organise block viewings where multiple applicants visit at the same time. This creates a sense of urgency and allows you to compare candidates in real time.
Prepare the property – Clean, tidy, and ensure all lights work. Open windows to air out the space and create a welcoming atmosphere.
Be on time – Arriving late or cancelling last-minute reflects poorly on you as a landlord.
Provide information packs – Print simple fact sheets with rent details, deposit information, utility costs, and the application process. This saves answering the same questions repeatedly.
Encourage questions – Good tenants ask questions about maintenance responsibilities, local area, and tenancy terms. This is a positive sign.
After each viewing, follow up promptly. If someone is interested, explain the next steps: application, referencing, deposit, and tenancy agreement signing.
Common listing mistakes to avoid
Even experienced landlords make avoidable errors when writing listings. Watch out for:
Vague descriptions – "Spacious" means nothing without context. Give measurements or compare to similar properties.
Poor grammar and spelling – Typos and errors make you look unprofessional and careless.
Misleading information – Never exaggerate room sizes, transport links, or property condition. It wastes everyone's time and damages trust.
Ignoring legal requirements – Always mention deposit protection, EPC ratings, and compliance with letting regulations.
Excessive jargon – Write for tenants, not other landlords. Avoid technical language unless necessary.
Too much text – Long paragraphs deter readers. Break up text with headings, bullet points, and white space.
Updating your listing
If your property hasn't let within two weeks, it's time to review and refresh your listing.
Update photos – If the property looked better at a different time of day or after a tidy, reshoot.
Revise your description – Emphasise different features or rewrite for clarity.
Adjust your rent – If you're significantly above market rate, consider a modest reduction to generate interest.
Boost visibility – Some portals offer paid promotion or featured listings that increase exposure.
Check your listing is still live – Portals sometimes remove or de-prioritise older listings.
Rental yields vary across the UK, and what works in Manchester may not work in Brighton. Stay flexible and data-driven in your approach.
Using August to streamline lettings
Writing a great listing is just the start. Once applications come in, you'll need to manage referencing, tenancy agreements, deposit protection, and compliance documentation.
August simplifies the entire process for small landlords. From storing tenancy documents and setting compliance reminders to tracking rent payments and handling maintenance requests, everything is in one place.
When you upload a tenancy agreement, August's AI scans it to suggest renewal reminders and extract key dates automatically. No more manual tracking. No more missed deadlines. Just smart automation that helps you stay organised and compliant.
Final thoughts
A well-written rental property listing isn't just marketing, it's the foundation of a successful tenancy. It attracts the right tenants, sets professional expectations, and reduces void periods by converting interest into applications quickly.
Take time to understand your target tenant, write clear and honest descriptions, invest in quality photography, and price competitively. Handle enquiries professionally, organise efficient viewings, and follow up promptly.
The effort you put into your listing will pay dividends in shorter voids, better tenant quality, and a smoother letting process from start to finish. And if you want help managing everything that comes after, August is here to support you every step of the way.
Disclaimer: This article is a guide and not intended to be relied upon as legal or professional advice, or as a substitute for it. August does not accept any liability for any errors, omissions or misstatements contained in this article. Always speak to a suitably qualified professional if you require specific advice or information.
