Selecting the Best Rental Platform to Market Your Property

Selecting the right rental advertising platform to market your property is crucial for attracting tenants on a timely basis. With various home rental platforms available, understanding the features and benefits of each can help you make an informed decision. The choice of platform can significantly impact the speed at which your property is let out, the quality of applicants you receive and even the rent you are able to achieve. Furthermore, the market offers a mix of free and paid platforms, making it vital to align your choice with your property and your rental goals. This article explores the most popular rental advertising platforms and how to choose the right one to market your property effectively.

Rightmove

Rightmove is the UK's largest and most-visited property portal. Listings are typically made through traditional estate agents who have a physical and online presence or through purely online letting agents, such as OpenRent. It is best for maximum exposure to a broad audience, as three in four prospective tenants are thought to find their homes on this portal. While individual landlords cannot list on the platform directly, partnering with an online letting agent such as OpenRent or a traditional letting agent can provide access to a potentially large pool. This approach combines the platform's extensive reach with the convenience and support offered by letting agents. It is important to note that advertising on the platform via an agent may come with an additional fee to the owner of the rental property. For example, OpenRent charges £49 to advertise your property on partner sites for four months.

Zoopla

Similar to Rightmove, the Zoopla platform only allows landlords to list their property through traditional estate agents or online letting agents. Between them, the Rightmove and Zoopla platforms dominate the rental advertising market. Zoopla reported 120 million page visits per month in 2021. For both platforms, leveraging an online letting agency such as OpenRent could be a more affordable option than advertising through a traditional estate agent. While both platforms are potentially slightly more expensive paths to advertising your rental property, their prominence does make them an important part of their marketing strategy for most landlords.

OpenRent

While OpenRent is a means of advertising on the Rightmove and Zoopla platforms, it also has its own rental advertising portal. There is no extra fee to advertise on the OpenRent portal directly. The listings that you create on OpenRent are the same ones that will be reviewed and shared on other platforms for a fee should you choose to exercise that option. OpenRent is a suitable option for landlords who wish to keep traditional letting agents out of their rental process entirely. Doing so can keep things more cost-effective and may be suitable for landlords who wish to be quite hands-on in the letting process. However, the platform does not necessarily attract the same volume of tenants seeking rentals as other platforms, which landlords must bear in mind.

Facebook and Gumtree

Landlords can also advertise their properties on Facebook and Gumtree. It is important to remember that these platforms are not dedicated property rental portals and prospective tenants need to be actively searching for rental properties on these platforms for there to be potential interest in your property. While advertising on Facebook and Gumtree can be a useful additional measure to cast the net wider when it comes to finding tenants, landlords should be wary of limiting their marketing to these platforms alone.

Tips for Choosing the Right Platform

Identify Your Target Tenant:

Determine if you are aiming to attract students, professionals, families or short-term tenants. Each demographic has distinct preferences and habits, and certain home rental platforms cater more effectively to specific groups. Rightmove and Zoopla are better suited for reaching professionals and families seeking longer-term lets.

Budget Considerations:

Platforms such as OpenRent offer affordable listing packages that include exposure on other platforms, providing good value for money. By contrast, platforms such as Facebook or Gumtree can save costs upfront but often require more time and effort to filter out unsuitable applicants. Weighing your budget against the potential quality of leads and time investment is a key factor in choosing the right rental platform.

Level of Involvement:

Decide whether you prefer a hands-on, do-it-yourself (DIY) approach to managing your rental listing or if you would rather hand off the task to a traditional letting agent. DIY platforms such as OpenRent give landlords control over the listing and tenant screening process, which can save money but demand more time. On the other hand, using a full-service traditional letting agent can streamline the process, though it comes with higher fees.

Combine Platforms:

Using multiple rental advertising platforms can significantly increase your property’s visibility and attract a larger pool of potential tenants. For instance, listing through OpenRent not only gives you access to their own site but also syndicates your listing to major portals, giving you wider exposure, if you were to choose that option.

Quality of Listings:

Regardless of where you advertise, a well-presented listing is essential for capturing interest. Use high-resolution photos, accurate floor plans, and a compelling description that highlights the property’s unique features, location benefits and amenities. A strong listing not only draws more attention but also helps filter in tenants who are potentially a better match for your property.

Conclusion

Choosing the best rental platform to market your property requires careful consideration of your ideal tenant, budget, level of involvement and the tools each platform offers to enhance visibility and tenant engagement. By leveraging the strengths of leading home rental platforms and understanding how to present your property effectively, you can potentially attract quality tenants in a timely manner.

FAQs

Q: Can I list my property directly on Rightmove or Zoopla?

A: No, individual landlords cannot list directly on either platform. You need to go through a traditional estate agent, such as Foxtons, or an online letting agent, such as OpenRent. These intermediaries are allowed to post on the major portals and often offer packages that include additional support such as referencing and tenancy agreements.

Q: Are free platforms such as Facebook Marketplace and Gumtree effective?

A: Free platforms can be useful, especially for local reach and quick listings, which is helpful if you are trying to fill a vacancy fast. However, landlords must be prepared to vet inquiries carefully, as the quality of leads may vary, and there is a higher risk of encountering scams or applicants who are not serious.

Q: How can I maximise exposure for my rental property?

A: Using platforms such as OpenRent can help, as it can list your property on the country’s most visited property sites. Consider listing on multiple home rental platforms and using social media or local groups to broaden your reach and generate more enquiries.

Q: What should I include in my rental listing?

A: High-quality photos, a detailed description, rental terms and clear contact information are essential. It is also beneficial to include information on transport links, nearby amenities and any recent upgrades or features, such as garden space, parking and energy efficiency.

Q: How do I choose the best platform for my needs?

A: Consider your target tenant, budget, desired level of involvement and the platform's reach to ensure you are investing your time and money wisely. For example, purely online rental advertising platforms such as OpenRent are ideal for hands-on landlords, while traditional letting agents may suit those who prefer a more passive approach.