How Do You Market a Rental Property? 6 Ideas and Strategies

Nearly 46 million housing units in the United States are occupied by renters—a number that continues to climb each year. With demand high and competition fierce, the rental market has become one of the fastest-moving sectors in residential real estate. Rapid movement means property managers and agents can’t rely on outdated marketing strategies anymore.

In this article, we’ll break down practical strategies to help you fill vacancies faster, attract high-quality tenants, and maximize returns. Along the way, we’ll highlight how forward-thinking professionals are using immersive 3D virtual tours and digital twins to market properties more effectively, and how you can do the same.

Why you need an effective rental property marketing plan

A well-crafted rental property marketing plan does more than advertise a space. It creates a strategy for attracting the right tenants, filling vacancies faster, and protecting your bottom line. Let’s look at some of the key reasons for investing in your rental industry marketing.

Connect with the right prospects

The best marketing plans are targeted, connecting the right property listings with the right prospective tenants. Digital real estate marketing tools help you match listings to the right demographic. For instance, you might use social media to get affordable, smaller rental listings in front of younger clients who may not be able to afford luxury properties.

According to The State of the U.S. Rental Housing Market Report, adults under 35 years old account for more than 50% of the rental population. This demographic overwhelmingly expects to find their property online. They want the same fast and transparent online experience they get from Amazon, Airbnb, or DoorDash.

Digital-focused marketing strategies and tools target specific renter profiles across listing sites, social media, and rental platforms. By meeting prospects where they already spend their time online, you’ll not only boost visibility but also attract higher-quality leads who are ready to move quickly.

Expedite purchase and leasing cycle

The rental market moves quickly. A nimble, data-driven marketing plan helps you promote properties right as contracts end and then find new renters quickly. The flexibility of renting means tenants might pack up and look for a new rental after just a year or two of tenancy.

Reduce overall costs

Effective marketing plays a key role in minimizing the expenses that come with vacant units. The longer an apartment stays on the market, the more resources you’ll have to dedicate to promoting it. This can create a vicious cycle of earning less while spending more. The average extended vacancy works out to an additional $275 per unit in expenses and turnover costs. By marketing a property effectively from the start, you can lease it quickly and avoid repeatedly pouring resources into promotion.

What to do before rolling out a rental property marketing campaign

Before you put your property on the market and start promoting the space, you’ll want to make sure you’ve ironed out some key details. Deciding on the right pricing, the right time to lease, and understanding your market will set you up for success. Let's cover these and other actions you should take in more detail below.

Come up with the right pricing strategy

The first step in figuring out the right pricing strategy is studying the market. Unit size and location are key factors for comparison. For instance, you might go online or look at your internal database to see what other one-bedroom apartments in your neighborhood have rented for. If your rental property is massively overpriced, it will stay on the market far too long — and you’ll keep spending money on a marketing plan that isn’t set up to succeed.

Decide on the right time to lease

The real estate market is constantly fluctuating, so deciding on the right time to lease can be complex. While it may not be possible to perfectly time the local market, understanding month-to-month trends in your local or regional market can make a big difference. Being aware of seasonal patterns and the preferences of your target demographic will help to launch listings at the optimal time to connect with the right audience. For example:

• College towns: List rentals a few weeks before students return for the semester.

• Urban apartments: Demand often spikes in spring and early summer, when people are relocating for jobs, school, or lifestyle changes—causing leases to turn over more frequently.

• Vacation or seasonal properties: Market listings ahead of peak booking periods, such as early spring for summer rentals or late fall for winter destinations.

Timing is everything in the real estate industry, so align your listing with these patterns to maximize visibility.

Stay up to date on the housing rental market 

Staying informed helps you anticipate changes, understand your market, and stay competitive. The rental market is constantly shifting, influenced by everything from economic conditions to seasonal demand. There is a wide range of publications, newsletters, and industry reports that provide the data you need to understand those shifts. Resources like Geek Estate, HousingWire, and the New York Times Real Estate newsletter cover trends in rental demand, vacancy rates, regional shifts, and broader housing market insights. Keep a steady pulse on the market, and you’ll be better positioned to spot opportunities.

Create a virtual tour for the rental property

A traditional photo gallery can only go so far in showing off a space. With a virtual tour, prospects can walk through every room, examine details, and get a true sense of the layout before ever setting foot inside. Digital twins are 3D models of physical spaces that can be used to produce these tours.

Creating a digital twin is simple. You can capture a property using just the phone in your pocket. Once complete, embed the tour directly into online listings, share it across social media, or send it to interested prospects as a 24/7 open house. Virtual tours offer modern renters the ability to explore a property on their own terms, from anywhere.

Powered By

6 rental property marketing ideas to try for your next listing

From digital twins to property staging, here are six easy ideas for launching your marketing plan: 

1. Use digital twin technology

A digital twin transforms your property into an interactive, 3D experience that goes far beyond traditional photos. It’s a way to gain a competitive edge in crowded listing platforms and attract more serious prospects. Renters can explore the space on their own terms, get a feel for the layout, and picture themselves living there—all before setting up an in-person tour.

With a digital twin, you can:

• Provide an immersive 360° view of every room, with different navigation modes for every point of view.

• Capture high-quality 4K photos, floor plans, and other MLS-ready listing details that clarify layout and dimensions, all from the same scan.

• Offer a guided tour for easy, curated walkthroughs while agents are on hand for questions.

• Add tags to highlight key features or amenities.

Matterport data suggests that listings with 3D imagery see up to 300% more engagement and generate 49% more leads than those with photos alone. By giving tenants a detailed, accurate view of your rental, you create stronger first impressions and shorten the path from interest to application.

2. Optimize the tenant experience

Optimizing the tenant experience before you put a property on the market ensures that it is advertised in the best possible condition. Lingering repairs or upgrades should be addressed before a space is showcased, and key amenities—like outdoor areas—should be spruced up so they shine.

Property managers are increasingly relying on 3D property models as resources for property maintenance. By navigating every corner virtually, areas that need attention can be flagged and marked with notes or annotations, and repairs or renovations are easier to keep track of over time. This ensures that a listing looks its best and gives prospective tenants confidence that the property is well-maintained.

3. Stage the property

Property staging is the process of preparing and presenting a rental space in its best light. If your property looks clean and well-maintained, you’ll have an easier time finding a tenant. This might involve sprucing up any existing furniture to make your interiors look attractive. Neutral colors and tasteful design choices appeal to the widest audience of potential renters.

For unfurnished or occupied spaces, staging can be expensive and time-consuming—but new staging technology offers a convenient alternative. You can use Matterport’s Defurnish feature to clear rooms of existing furniture in the 3D model and create a blank canvas for virtual staging. This makes it simple to show how the same space could work as a minimalist studio, a family-friendly rental, or anything in between.

“This is an incredible feature that blows me away every time I look at a new listing that’s been defurnished. How well our AI engine does at removing the furnishings and providing browsers and buyers with a great, clean view of the property.” – Mike Montgomery, VP & GM Property Marketing Solutions, Matterport

Try out the “Hide furniture” button in the demo below to see Defurnish in action.

Powered By

4. Write a detailed property description

A detailed property description is your first opportunity to highlight key details and make your listing stand out. Essentials like the number of bedrooms and bathrooms, square footage, monthly rent, and move-in date should always be included. From there, you can add depth by calling out building amenities, nearby landmarks, and access to public transportation. Your goal is to help prospects picture what living there would be like.

Writing strong descriptions can take time, but Matterport’s Property Intelligence speeds up the process significantly. The tool automatically pulls accurate property data–such as dimensions, layouts, and even tone-adjustable descriptions–directly from your 3D model. Polished, accurate, AI-generated listings save you time while giving renters the information they need to make quick decisions.

5. Choose the best distribution channels

The most effective campaigns use multiple distribution channels to reach different audiences. Once you’ve prepared your real estate marketing materials—an immersive 3D tour, high-quality photos, and a detailed property description—it’s time to put them to work. Consider various marketing channels to give renters the most accurate and best possible view of your property. Options include:

• Online listing platforms: Upload your property to popular real estate sites. These platforms attract high volumes of renters and it’s easy to distribute your content via MLS-ready links and simple interfaces.

• Social media: As discussed, renters tend to skew younger. Share your listings on platforms like Facebook Marketplace or Instagram to meet this key demographic where they are. Posting is entirely free. You can get faster results with paid property advertising options that help to boost posts, extend reach, and target specific audiences.

• Email newsletters: Use email to nurture leads—whether through your own mailing list or community newsletters. Including a virtual tour link helps prospects engage instantly.

• Online newspaper ads: Local digital classifieds or newspaper websites can help you reach renters who may not be actively searching on big real estate portals.

• Property signage and word of mouth: Physical signs with eye-catching photos can connect with local renters and spark conversations within the community. While you won’t reach the same audience you’d find online, signs can be a personalized way to drive word of mouth.

Ideally, you should thoughtfully combine multiple distribution channels to maximize exposure and connect with a wider range of renters.

6. Have an open house

Giving prospective tenants the chance to see your property, in person, at an open house should always be a key part of your marketing efforts. Open houses don’t need to be long—just an hour or two will give people time to walk through, ask questions, and get a feel for the space. Make sure the property is in top shape on the day of the event, with repairs completed and everything cleaned. Printed brochures or simple handouts with key details and contact information are also helpful takeaways.

To extend the impact, pair your in-person event with an “always open” virtual tour. These can be available 24/7 to prospects who can’t attend in person, whether due to scheduling conflicts or because they live out of town. This way, every interested renter gets a chance to explore the property on their own time, without you needing to host multiple showings.

Capture potential tenants’ attention with Matterport

Matterport’s all-in-one platform makes it simple to create immersive, self-directed virtual tours that keep renters engaged and help properties lease faster. Instead of relying on limited in-person showings, virtual tours provide the speed and convenience today’s renters expect.

With a single scan, you can:

• Host 24/7 open houses: Prospects can explore your virtual open house any time, from any device—ideal for busy renters or those relocating from out of town.

• Embed tours for higher engagement: Embedding 3D tours directly in listings drives dramatically stronger results.

“Immersive marketing improves engagement by over 80%… anything that is experiential, that embeds within our brains also creates better brand recall.”  – Bill Linehan, Global Strategy Partner at Matterport

• Answer questions inside the tour: Tools like tags allow you to highlight appliances, finishes, or amenities while addressing common renter questions.

"Tags are a way to further engage the consumer because when you utilize a tag they're not intrusive. They have to click on that tag to see what's there, and within that tag, can be additional content." – Bill Linehan, Global Strategy Partner at Matterport

• Reuse scans long-term: Tenants may move in and out of your property, but your digital scan can be reused. Once captured, your digital twin remains a lasting resource, ready to be updated as tenants move in and out.

• Expand your reach: 3D tours are easy to embed in listings, share across social media, or forward by viewers to friends—multiplying your property’s exposure effortlessly.

• Launch quickly: To speed up your time-to-market, use the professional Capture Service to order a scan of your property on demand. The experienced Matterport capture network ensures your digital twin is ready to use fast, so your listing can go live and start attracting tenants right away.

Watch our webinar to find out more about turning prospects into action with virtual property tours.

Successful rental property marketing strategies in action

Matterport has already helped a wide range of real estate professionals promote their rental properties, find renters, and close deals. Here are a few examples of Matterport in action: 

• PlanOmatic focuses on the single-family rental market, helping property management companies showcase their portfolios. Partnering with Matterport, they built digital twins for more than 400,000 properties. The immersive 3D tours and detailed spatial data increased rental applications by 30%, while also streamlining maintenance and marketing processes.

• Little Hinges in Brisbane, Australia, digitized the full property transaction process “from listing to closing,” becoming the country’s largest provider of virtual property tours. Using Matterport technology, they cut time-to-lease by 50% and achieved 20% month-over-month growth, demonstrating how immersive tours can accelerate decision-making.

• Cressy & Everett, a home marketing leader in Indiana and Michigan, integrated Matterport digital twins into their online real estate marketing campaigns, enriching  listings and increasing engagement. The 3D tours helped prospective renters explore properties more thoroughly, improving first impressions and boosting interest.

• Lumberjack Lodge is a 4,000-square-foot rental property in Branson Canyon, Missouri. The Matterport tour allows prospective tenants to take in the expansive layout in Dollhouse Mode or examine details with Measurement Mode, providing a highly interactive way to assess the property—even remotely.

Powered By