Are You Undermarketing Your Property? 5 Signs You’re Leaving Leases on the Table
Leasing Starts Online—Are You Showing Up?
You may have the perfect property: great location, modern amenities, competitive rent. But if renters can’t find it—or don’t like what they see when they do—you're leaving money on the table.
In today’s rental landscape, marketing is no longer optional. With over 80% of renters beginning their apartment search online, your digital presence is your first impression—and sometimes your only chance.
Here are five signs you might be undermarketing your property, plus how to fix each one to drive more qualified leads and fill units faster.
1. Your Listings Are Incomplete or Inaccurate
If your property listings are missing key info—unit pricing, availability, amenities, or professional photos—renters will scroll past without hesitation.
Fix it:
- Include unit-specific details: price, floor plan, square footage, availability, and features
- Always use high-quality photos (ideally of the actual unit)
- Keep amenities, policies, and contact info consistent across all platforms
Pro tip: Renters rank photos, pricing, and availability as the most important elements in an online listing—don’t skimp here.
2. You’re Not on Enough Platforms
Only advertising on your website or a single ILS (Internet Listing Service) limits your visibility. Renters use multiple sources during their search, and if you’re not showing up where they are, you're invisible.
Fix it:
- Syndicate your listings to major ILS sites (Apartments.com, Zillow, Rent.com, etc.)
- Leverage Google Business profiles for local SEO and trust signals
- Consider targeted paid ads to boost visibility in low-traffic periods
3. You’re Slow (or Silent) on Lead Follow-Up
Renters expect near-instant responses. If you're taking more than 24 hours to follow up—or worse, not responding at all—you're losing leads to faster competitors.
Fix it:
- Implement lead nurturing systems like automated replies and CRM workflows
- Use email, phone, and SMS to reach prospects where they prefer
- Track response times and conversions to improve leasing performance
Stat to know: 84% of renters expect a response within 24 hours—waiting longer is a deal-breaker.
4. Your Social Media Is an Afterthought
If your social presence is nonexistent or inactive, you’re missing a major brand-building opportunity. Renters use platforms like Instagram and Facebook to get a feel for your property—and your community.
Fix it:
- Post consistently: unit photos, resident events, staff spotlights, reviews
- Use Stories, Reels, and Highlights to showcase real-time activity
- Respond to DMs and comments promptly—treat them as leasing leads
5. You’re Not Tracking What’s Working
If you don’t know where your leads are coming from—or how they’re converting—you can’t improve. Many operators waste time and budget on strategies that don’t deliver.
Fix it:
- Use UTM tracking links for ad campaigns and listing platforms
- Review analytics from ILS portals, website, Google Ads, and social media
- Focus budget on the highest-converting channels and refine as needed
Conclusion: Marketing Is Your Leasing Engine—Don’t Starve It
Undermarketing isn’t just a missed opportunity—it’s a direct hit to your NOI. In a market where renters have options and expectations, your property needs to be visible, competitive, and responsive.
By optimizing your listings, expanding your reach, and strengthening follow-up, you can generate better leads, fill units faster, and stay ahead in a crowded marketplace.