What am I doing wrong in Harrisburg?

Question

Hello, we purchased a 4 unit in Harrisburg PA, renovated a unit and are trying to rent it but have not had much interest. Can someone check out our listing and give us some critique?

https://www.trulia.com/rental/4025009520-3643-N-Fr...

Thanks!

Bettina F. · Answer

Beautiful rehab!  Your price looks very good and your deposit is a bargain.  You asked for a critique -- here goes!

Your ad copy needs a re-write.  In my ad copy on Zillow, I am shameless about promoting my apartments.  My entire copy is spent talking about my beautiful apartments, my great neighborhood, the convenient freeway access that makes commuting a snap!  You get the idea.

Leave off your qualifications in the ad.  They make you sound mean spirited (sorry).  You want to create a nice warm, comfortable emotion for your apartments.  Your entire goal is to get as many people as possible to click that "send more information" button.

When a prospect clicks that button, have a second email ready to send.  Explain the property in more detail, but include a section that says "Qualifications".  In the qualifications, put down required verifiable income in dollars -- not percentages -- and required total move-in dollars.  Put down your minimum credit score and other qualifications in a gentle manner that makes it sound like you are doing them a favor.  For example "We have found that tenants that do best are those with incomes of $2800  a month or more, and credit score of at least 650."

Then ask them "if you believe you would qualify and would like to view the apartment, please contact John at XXX-XXXX or send us another email.  We will send you an invitation to our open house showing".  Then set up your open house and ask that prospects bring ID, pay check stubs and app fees if they are interested.

Only consider those who respond with a second email as prospects.  Do not be discouraged when 13 people are supposed to show up to the open house but only 3 attend.  All you need is one good candidate.

Try to add some color to your exterior photos, even if it is silk flowers in a tub.   Watermark your photos -- especially in the CL ad.  Mention your spacious rooms, fresh paint, barefoot loving carpet and designer touches throughout.  The copy of the CL ad -- walking along the river, enjoying the fall colors, is an improvement over the Zillow copy, but you still are not effusive enough.

Russ Smith · Answer

In our market, we get lots of leads via Zillow.  I am in the property management business and the management software we use has relationships with roughly 30 different rental websites so our listings get posted to these sights with virtually no work.  I do remember the days that I used to have to post to numerous rental sites manually and it can be very time consuming.  However, if you're not getting the activity you desire, try a couple of more rental sites and see if that changes anything.

Also, I manage about a dozen or so units in a 400+ unit condo complex.  About half the units are small investor/owner-occupant owned and the other half are owned by a private equity group.  The private equity group has an on-site leasing office which is open 50 hours a week and makes it tough for us to compete with that.  We've had to cut our rents by 5-10% in order to get prospective tenants interested enough in our properties.  If you have a ton of competition from surrounding apartments, you may have to cut rent a little bit or try some other creative move-in incentive.

Good luck!

Account Closed · Answer

professional pics better lighting...put your best picture 1st. Are rents comparable? how are comps in your area price wise

Deanna McCormick · Answer

Photo tips.

Br,, remove curtain rods and put up vertical blinds that are like 64" long not floor length. NOBODY buys curtains anymore and this dates the unit.

Front of Bldg photo, take at angle so you capture the front entry more.

Kitchen wider longer view.. no close up of the canned lights who cares.

The crown molding shows nice in the main livingroom photo, I'd remove the shot of just the trim. and the new ceiling light is nice but a photo isn't needed..

Photo of bathroom ??

Make a Floor plan Sketch and take a photo that sketch, so you can show the basic floor plan.

showing the water feature across the road.. go across the road and take one.. or one from a second floor window that shows longer view of boulevard, nice feature show it off more

Don't lead with br photo its the worst one

Ryan Dressel · Answer

I did a quick comparison for 2 bed room units, and found similar styles nearby going for $800-$850.  Maybe lowering the price just $50 will do the trick?

Kate Hall · Answer

@Keith Behney the place looks great and I think you're priced right. A management company would definitely get more eyes on it and help fill it, but if you're looking to self-manage and save I think you're fine. A lot of us noticed a pretty decent slow down thru the "back-to-school season," even more than usual, but things are picking back up for us personally as of last week.Hopefully you're getting them filled up! Let us know! :)

Keith Behney · Answer

Thank you to everyone that commented, we are using some of the suggestions. If any of the people that commented who are local want to hook up and brainstorm/swap war stories I'm interested. Thanks!

Gail K. · Answer

I also agree with adding a picture of the bathroom (if possible) and not leading with the bedroom photo.  I tend to lead with a picture of the outside of the building/house (EXCEPT when doing this on craigslist for fear of the ad getting stolen).

Gail

Gail K. · Answer

Take out all the comments on requiring that applicants must show "financial responsibility".  You sound a bit like their parent.  You can simply change this to "no accounts in collections".

Leave in the part about No history of evictions.  Both of the above should help cover much of what you're looking for in terms of folks who pay their bills on time and have a history of paying their rent.

Gail

Brenton Way · Answer

@Keith Behney I remember when this building was up for sale. I wanted to go look at it but at the time I was still trying to convince my wife investing in real estate was a good idea.

As for getting your unit rented out. I would agree with many of the prior posts. I would include more pictures but I would also either consider purchasing a better camera or paying someone to take professional pictures. I am sure improving the description would help but better pictures might make more people actually stop and read the description.

Have you considered using a management company to just screen and place a tenant? If you are competing against nearby apartment building and they have significantly more resources it might take less time and money if you pay someone to drive interest to your property.

What am I doing wrong in Harrisburg?

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