How to Effectively Market Your Rental Property in Richmond, VA

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Marketing your Richmond, VA, rental is vital. Even if you have a great property, this will not be creating any revenue for you unless you start attracting tenants.

How do you effectively reach your prospective tenants? What steps should you take to be able to rent out your property quickly? These are just some of the questions that we will be answering as we guide you through the marketing do’s and don’ts for rental properties.

This article will show you how you can successfully market your rental property in Richmond, VA, so you can start benefiting from your investment.

Importance of Rental Marketing

Marketing your rental property through online listing sites, paid advertising, social media, and word of mouth can greatly help you find new tenants. You can further enhance your marketing strategy to include open houses and 3D virtual tours so you can increase engagement.

In this day and age, online presence is crucial, as most prospective tenants search the internet for apartments. An effective online marketing ensures that your rental property is visible and easily discoverable on search engines.

Understanding the Richmond VA Market

The Richmond real estate market offers great opportunities for rental income, with students and tourists making up most of its prospective tenants.

The median rental rate is roughly $1,300 a month for an apartment. The rental rates are forecasted to continue to increase, even if the economy were to decline because of the fact that there are so many students in the area.

As of December 2023, rent prices for all bedroom counts and property types in Richmond have increased by 3% compared to the previous month. The median rent is $1,425, 29% lower than the national average.

Target Audience

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Target Audience

A study from the Joint Center for Housing Studies of Harvard University states that the median age of a renter in the United States is 42 years old. This is 15 years younger than the average homeowner. It adds that one in three rental units has a head of household under the age of 35.

Given the median age of tenants, it makes sense that most rental marketing occurs online through listing sites like Zillow, Trulia, and Many of these prospective tenants are also searching for rental property on Facebook Marketplace and Craigslist.

Crafting an Effective Listing

When advertising your unit online, you’re competing with over 100 other rental properties on average. Competition could be even higher depending on your neighborhood or if you’re listing during peak seasons.

Another fact to consider is that those searching for rental properties online only spend an average of three seconds looking at your listing before they decide to continue reading through your information or move on to the next one.

So, how do you make sure that your listing keeps your target audience interested? Three things – a catchy headline, a short yet enticing description, and high-quality photos.

The headline is the most critical component of your listing. It should show your prospective tenants what they’re looking for. Otherwise, they may not read the rest of the listing. It’s important to include the specific number of bedrooms, bathrooms, price range, and location.

Now that you’ve written your headline, the next step is the rental listing description. Start with the best feature – what differentiates your rental from the competition? Let your potential tenants know what makes your unit unique and help them visualize themselves in your rental.

Next, highlight the neighborhood and nearby amenities, like coffee shops, universities, parks, etc. Then, add more information about the rental property, such as whether it’s pet-friendly or not, smoking policy, security deposit amount, rent amount, and contact name and number.

Photography and Visual Appeal

High-quality photos, whether taken with your smartphone or a professional camera, are essential elements in your online listing. If you don’t include photos, your prospective tenants are going to skip to the next listing immediately.

Be sure to post photos of all the major rooms – the bedrooms, bathrooms, kitchen, and living space. If there are special features, like the skyline views, washer/dryers, or outdoor space, include photos of those as well.

It is important that you show your property in its best light, so turn on the lights and open curtains for natural lighting. Take photos from the broadest vantage point and in landscape mode as this gives a wider view of the space.

Professional Property Management

Hiring a Richmond property management team not only saves you time and energy but it can also ensure a successful outcome. With property management, social media content, listings, in-person meetings with prospects, and other tasks are handled by experienced professionals.

Pricing Strategies

Performing a competitive rental price analysis and setting a competitive rent price is important prior to advertising your rental property. Check how much similar units in your area are renting for, what amenities they offer, and how they compare to your rental property.

Your rent price is a major factor in marketing your property to tenants. It should make sense for your local market and be in line with comparable units. It must not be too high that your prospective tenants will quickly move on to another listing.

Property Maintenance and Presentation

A property management team will also make sure that your unit looks good online so prospective residents will be drawn to view it in person. High-quality professional photos and video tours are essential, and these can be done by the team.

Networking in the Local Community

Marketing your rental property offline through traditional methods is still a valuable tool. This includes asking your community, friends, family, and other contacts to help you get the word out that you have a unit you’re trying to rent.

How to Effectively Market Your Rental Property in Richmond, VA


A successful marketing strategy for Richmond, VA, rental property owners can be achieved with the help of an experienced, professional team. If you want to get results and start earning revenue from your unit, we can make that happen!

Feel free to contact us today at (804) 944-2354 or, and let’s schedule an appointment.

Frequently Asked Questions

Rental property owners in Richmond, VA, should follow these essential rules and laws – The Virginia Residential Landlord and Tenant Act, Virginia’s Uniform Statewide Building Code, and The Fair Housing Act.

SEO is a search engine optimization (SEO) strategy that helps your rental business become more visible in local search results on Google.

Yes, definitely! A property manager will be able to market your rental property more effectively and perform other important tasks like property turnover, lease enforcement, and rent collection.