Summer is leasing season… are you ready to capture the best tenants before they’re gone?
In Columbus, the summer months bring a rush of tenant movement. But while the demand is high, so is the competition. If your property isn’t marketed well, the best renters will scroll right past it, or worse, never see it at all.
High-quality tenants don’t just stumble onto a great rental. They respond to properties that look professional, feel well-managed, and are clearly a good fit. That means your marketing strategy needs to be intentional, polished, and targeted.
Let’s walk through the exact steps that lead to better tenants, fewer headaches, and stronger rental income, starting with who you actually want to attract.
Know Who You’re Marketing To: Define Your Ideal Tenant
Not every applicant is the right fit for your property (and that’s a good thing). The best marketing starts with clarity: Who do you actually want living in your rental?
Your ideal tenant isn’t just someone who pays rent on time (though that’s a must). It’s someone who matches your property’s value, lease expectations, and maintenance standards. Think about:
- Rent Price – Higher rents attract different demographics than budget options. If your property is priced for $1,800/month, your ideal tenant likely has stable income, a solid credit history, and expects a certain level of quality.
- Lease Term – Looking for long-term renters? Then your marketing should appeal to tenants seeking stability — not those in transition or between life stages.
- Lifestyle & Fit – A quiet residential duplex in a school district attracts a different audience than a trendy downtown loft. Tailoring your messaging helps set expectations upfront.
Property Managers Use Personas for a Reason
Professional property managers, like RLPM, use tenant personas to guide every listing. These aren’t random guesses — they’re data-informed profiles that help match the right renters to the right properties. For example:
- A two-bedroom near Polaris might target dual-income professionals.
- A three-bedroom in Dublin could be ideal for a small family with school-aged kids.
By aligning your listing with the right tenant profile, you naturally filter out mismatches and attract applicants who are more likely to stay longer, pay on time, and treat the property well.
Think of this step as the foundation. The clearer your picture of the ideal tenant, the easier it becomes to craft marketing that speaks directly to them, and only them.
Make Your Listing Pop: The Basics That Actually Attract Great Tenants
The listing is your first impression, and high-quality tenants are judging. Fast. You have just seconds to grab attention and make someone say, “I want to live there.” Here’s how to make every element count.
1. Start With Stunning Photos
Photos sell the property. Period. If your images are dark, cluttered, or taken at odd angles, your ideal renter is gone before they even read the details.
What works:
- Natural Light – Shoot during the day when sunlight floods the space. Open blinds. Turn on the lights.
- Wide Angles – Use a wide-angle lens (or hire someone who can) to make rooms feel spacious and welcoming.
- Clean and Staged – Tidy up. A clean, empty (or lightly staged) space always shows better. Even just removing small clutter makes a difference.
RLPM tip: We use professional photographers for every listing. That’s because quality images lead to more clicks, more showings, and faster leasing.
2. Headlines That Work Hard
A good headline does two things: grabs attention and sets expectations.
Skip the boring “2BR/1BA Apartment” format. Instead, write something like:
- “Updated Clintonville 2BR with Garage + Private Yard”
- “Modern 1-Bedroom Near OSU – Walk to Dining & Transit”
Be specific. Paint a quick picture of what makes the unit special.
3. Descriptions That Sell
Your description should highlight:
- Key features (washer/dryer, updated kitchen, garage)
- Amenities (central air, fenced yard, pet-friendly)
- Location benefits (near top-rated schools, close to downtown, quiet cul-de-sac)
Also include minimum requirements like income standards, background check policies, and lease terms. This filters out unqualified leads before they even reach out.
4. Use Searchable, Smart Keywords
Most renters search by location and must-haves. Be sure to include phrases like:
- “rental near Polaris Columbus Ohio”
- “close to Westerville schools”
- “2-bedroom apartment with parking in Dublin”
Using the right keywords doesn’t just help people find your listing — it helps the right people find it.
Get It Seen: Where (and Where Not) to Advertise Your Rental
You can write the best listing in the world, but if no one sees it, it won’t matter. Strategic advertising is what connects your rental to the right audience. Here’s how to make sure your listing gets real exposure – not just eyeballs, but clicks from qualified renters.
The Big Players: Zillow, Apartments.com, and Facebook Marketplace
Each platform has strengths and drawbacks:
- Zillow Rental Network
- Pros: Huge traffic, renter-friendly interface, high visibility.
- Cons: Listings now cost money and may prioritize premium users.
- Apartments.com (CoStar Group)
- Pros: Syndicates across multiple sites like ApartmentFinder and ForRent.
- Cons: Often geared toward larger multi-family buildings, single-family homes can get buried.
- Facebook Marketplace
- Pros: Free, fast exposure, especially for mid-priced and affordable rentals.
- Cons: Flooded with scams, fake accounts, and time-wasting inquiries. Limited search filters.
Syndicated Listing Networks vs. Going DIY
Syndication is the power move. This means your listing is automatically published across dozens of top rental sites, maximizing exposure with minimal effort.
DIY route? You’re stuck posting (and updating) listings on each site manually. That’s time-consuming, and easy to miss key updates like pricing or availability, leading to confusion or lost leads.
Why Property Managers Win at This
Professional property managers like RLPM use listing syndication tools that blast your property across 50+ platforms in minutes. These systems also:
- Track which platforms bring in the most leads
- Auto-remove listings when a lease is signed
- Ensure your property appears consistently and professionally everywhere
We also have the advantage of:
- Internal leasing teams who respond quickly to inquiries
- Lead tracking dashboards to see what’s working
- Refined ad copy based on what converts best in Columbus neighborhoods
In short, PMs aren’t guessing — they’re using data to drive performance.
Timing Is Everything: Why When You List Matters
The real estate saying “location, location, location” might be famous, but when it comes to rental success, timing is just as important.
Summer = Peak Tenant Movement
In Columbus, Ohio, the rental market heats up from May through August. School’s out, leases are ending, and people are planning moves before the new school year or job cycle begins. That means:
- More renters are actively looking
- More qualified applications come in quickly
- Renters are more likely to sign longer leases
List during this window, and your odds of finding a reliable, long-term tenant go way up.
Avoiding the Vacancy Gap
Every day your unit sits empty is money lost. Worse? Poor timing can cause that vacancy to stretch for weeks or even months.
Here’s what happens when you list at the wrong time:
- Mid-winter listings (especially January or February) get less interest
- You attract desperate or short-term tenants
- You may feel pressured to lower rent or relax your screening criteria just to fill the unit
Strategic Timing = Higher ROI
The key is to back-plan. If your current tenant is moving out July 31, you should:
- Begin marketing by early July (if not sooner)
- Complete turnover work ASAP
- Aim for a lease start date of August 1
This keeps your unit in the “sweet spot” for leasing and minimizes costly gaps between tenants.
RLPM uses data from Columbus leasing trends to time listings with precision. Our team also plans renewals and lease-end dates to line up with high-demand seasons whenever possible — protecting your cash flow and improving your rental’s performance long-term.
Your Reputation Matters: Why Responsiveness Drives Tenant Quality
Great tenants don’t just look at the property — they’re also sizing up the person (or company) managing it.
Online Reviews Speak Louder Than You Think
Before filling out an application, many renters check Google reviews, read testimonials, or browse Reddit threads about local landlords and PMs.
If your reputation includes:
- Complaints about slow repairs
- Poor communication
- Disorganized move-ins or unclear lease terms
…you’ll turn away the kind of renters who care about professionalism — the same renters who pay on time, take care of the home, and stay longer.
On the flip side, positive reviews build trust before you’ve even spoken.
Responsiveness = Professionalism
The rental process moves fast. If a qualified prospect inquires and you take 3+ days to respond, you’ve probably lost them — especially in a competitive market.
Here’s how slow responses hurt your leasing success:
- Top-tier applicants move on quickly
- You may end up settling for less-qualified renters who had fewer options
- It signals that ongoing communication (for maintenance, billing, etc.) may also be poor
How Property Managers Create a Better Experience
At RLPM, we have dedicated leasing specialists who:
- Respond to leads within 24 hours (often same-day)
- Pre-screen applicants before scheduling showings
- Keep communication consistent and transparent
This doesn’t just improve speed – it sends the message that we take leasing seriously and treat tenants with respect. That perception attracts better renters and sets a professional tone from day one.
Smarter, Not Harder: The Case for Automation and Professional Help
Marketing a rental property isn’t a one-time task — it’s a repeatable system. The more consistent and data-driven your process is, the better your results will be over time.
Manual Marketing Creates Inconsistency
Many DIY landlords market properties reactively:
- Scrambling to take photos after a tenant moves out
- Writing listings from scratch every time
- Forgetting to post to every platform (or remembering too late)
This approach leads to longer vacancies, fewer qualified leads, and higher stress.
Systems Create Consistency
Professional property managers rely on automation and tested systems to handle marketing at scale. That includes:
- Pre-built listing templates with optimized keywords
- Photo libraries so every unit gets strong visuals
- Automatic ad syndication across dozens of sites
- Lead tracking software to see which platforms convert best
At RLPM, our leasing system ensures:
- Every listing is created and published within days of a property becoming rent-ready
- Every inquiry is logged and followed up on
- Every application goes through a consistent screening process
This level of organization makes your property look more credible and trustworthy, which matters when your goal is to attract high-quality, long-term tenants.
More Than Marketing — It’s Strategy
It’s not just about getting your property in front of people. It’s about getting it in front of the right people, at the right time, with the right message.
Working with professionals gives you access to:
- Leasing experts who know what renters in Columbus are looking for
- Market data to price accurately
- Systems that remove the guesswork
Better marketing leads to better tenants, and better systems lead to consistent success.
Better Marketing = Better Tenants. Period.
If you want to attract high-quality renters, the kind who pay on time, take care of your property, and stay long-term — you can’t afford to “wing it” when it comes to marketing.
It takes:
- Clear understanding of your ideal tenant
- Strong listing visuals and copy
- Strategic advertising on the right platforms
- Great timing
- A professional, responsive presence
- Repeatable systems that make leasing consistent and stress-free
At RL Property Management, we do this every day. Our proven marketing systems, local Columbus expertise, and hands-on leasing process are built to deliver results — not just views or inquiries, but qualified applications and long-term tenants.
Ready to get better tenants and fewer headaches?
Contact RL Property Management today and let’s put your rental property on the path to consistent success.