How To Write A Rental Listing That Attracts The Right Tenants

Misleading rental listings are becoming a real frustration for renters. One recent report described “misleading descriptions” and “touched up photographs” as “a plague”, with examples including photos that looked newly decorated and “recently inspected” even though the images were clearly old, plus listings that conveniently left out mould and flaking paint.

Beyond reputational damage, misleading ads can tip into unlawful “misleading actions” or “misleading omissions” under the UK’s unfair commercial practices rules, which have been updated under the Digital Markets, Competition and Consumers Act 2024.

Here is best practice on how to write a rental listing that lets properties faster, reduces fall-throughs and stands up to scrutiny.

1) Lead with the facts tenants actually decide on

The first 5 seconds matter. Put the decision drivers in the opening lines, not buried at the bottom.

Include:

• Rent price and how it is paid (weekly, monthly)

• What bills are included, if any (and what is not included)

• Deposit amount and holding deposit terms

• Tenancy length offered and whether it is fixed term, periodic or either

• Available date and whether it is furnished, part-furnished or unfurnished

• Property type, bedroom count and key location hook (station time, parking situation, school catchment if relevant)

Avoid vague fluff like “must be seen” until you have earned attention with specifics.

2) Be upfront about “material information”

A growing focus in consumer protection is whether a listing gives people the information they need to make an informed decision and whether anything important has been omitted in a way that misleads. Government work on “material information” in property listings underlines that omitting relevant information or presenting it unclearly can be a misleading omission.

For lettings, the safest approach is to assume that if it would change a tenant’s decision to enquire, view or offer, then it belongs in the advert. It doesn’t have to be the headline, but it is important to add the information in there somewhere.

Examples that commonly matter in a rental listing:

• Known damp or mould history or recent remedial works (and what was done)

• Parking restrictions, permits, charging zones

• Mobile signal and broadband situation where it is a known issue

• Access quirks such as stairs only, low ceilings, and shared entrances

• Noise factors such as above a pub, near a late venue, or on a main road

• Safety and compliance realities like selective licensing or HMO status, where relevant

• Any restrictions: pets, smoking, sharers, students, home working setups

If you hide the awkward bits, you get more clicks. If you disclose them, you get better applicants and fewer wasted viewings.

3) Do not “oversell” photos

Photos are where trust is won or lost. The complaint in the recent story was not just bad writing; it was the presentation that created a false impression.

Use a simple rule:

• Accurate beats flattering. Edit for brightness and straight lines, but do not remove defects or change reality.

• Use current images. If you repaint, refit carpets, change furniture or the garden has changed, reshoot.

• Show the whole room. One wide shot plus one detail shot is better than five cropped angles.

• Include floor plans. They reduce time wasters and help prospective tenants self-qualify.

• Be honest about scale. Avoid ultra-wide distortion that makes rooms look twice the size.

If there is a known issue you are fixing, say so and show evidence. “Bathroom sealant being replaced this week, new photos to follow” builds confidence.

4) Price transparently and avoid drip pricing

The CMA’s unfair commercial practices guidance under the DMCC Act puts major emphasis on transparency and avoiding practices that mislead consumers.

For rental listings, that means:

• State the total rent clearly and do not hide mandatory charges inside other lines

• Be clear about what is included in the rent and what is not

• Do not imply a lower cost than reveal essentials later in the process
  

Even where fees are banned for tenants under the Tenant Fees Act, “drip pricing” can still crop up through unclear bills, unclear parking costs or unclear council tax liabilities. Make it simple upfront.

5) Describe the condition and maintenance plainly

Tenants do not need poetry. They need confidence that the home is safe, clean and looked after.

A strong condition section includes:

• Heating type and boiler age, if it is a selling point

• EPC rating and any efficiency upgrades

• Ventilation features (extractors, trickle vents) if the property is prone to condensation

• Recent works: “new oven fitted January 2026”, “redecorated February 2026”

• Garden responsibility: who maintains it, landlord or tenant

If there is a limitation, say it without drama: “No loft access for storage” or “Second bedroom fits a small double”.

6) Avoid discriminatory wording

Keep the listing focused on the property, not the person you imagine living there. Do not use phrases that could exclude protected characteristics. In practice, this means avoiding lines like “perfect for a young couple” or “no children”. Describe suitability through the home’s features instead: “second bedroom is a single” or “open plan living”.

7) Make compliance information easy to find

Tenants and regulators expect professionalism. Include the basics clearly:

• EPC rating and a link or reference where it can be found

• Deposit scheme information to be provided at the right stage

• Safety information, such as smoke alarms and CO alarms if relevant

• Licensing status, where applicable

This is not about scaring tenants with legal text. It is about signalling that the property is run properly.

8) Keep the advert updated, everywhere

If rent or availability changes, update all channels at the same time. Trading standards guidance on property descriptions warns against marketing that becomes misleading through inconsistency or omission.

Out-of-date listings waste time and create complaints. A simple internal checklist solves most of it.

9) Use a repeatable structure

A reliable format improves quality across a team:

1. Headline: property type, bedrooms, location hook

2. Quick facts: rent, deposit, bills, furnishing, availability, tenancy length

3. The story: what is great, what to note

4. Room by room highlights

5. Transport and local amenities

6. Admin and compliance notes

7. Call to action: how to enquire, viewing process, what to have ready

The bottom line

A great rental listing is not the one with the most superlatives. It is the one that tells the truth clearly, shows the property accurately and gives “material” details upfront so the right tenants self-select. That reduces complaints, fall-throughs and reputational risk, and it aligns with the direction of travel on unfair commercial practices enforcement. 

Help with tenancies

Now that you know how to write a rental listing, you can appeal to the right tenants for your property. This is where Executive Property Management Solutions shines, we manage your rent collections, property management, tenancy admin and legal compliance, leaving you free to keep building your business. Contact us today to find out more.