January Leasing Trends: How to Market Your Rental Property in the Off-Season
6 min read.
The winter months can pose challenges for property managers and landlords when leasing rental properties. With fewer people looking to move homes or businesses, January can be a slow time for the rental market. However, with the right strategies, you can effectively market your property even in the off-season and attract quality tenants.
Below are some tips on how to market your rental property during the slower months:
Highlight winter-specific benefits.
One key strategy for leasing in the off-season is to focus on the unique benefits your property offers during winter. Whether it’s a cozy fireplace, ample heating, or proximity to winter activities, these features will attract tenants who want a comfortable space during colder weather. Consider the following ideas:
Emphasize energy-efficient features to appeal to tenants who want to save on energy bills. For example, highlight insulation, efficient heating systems, or double-glazed windows.
Some tenants may want to start their leases in the winter for various reasons. Consider offering short-term or flexible leases with flexible move-in dates to accommodate those looking to settle quickly.
Utilize online listing and virtual tours.
Fewer people actively search for properties in person during the winter, so ensuring your online listings stand out is essential. Use digital tools to bring your property to life. Consider the following ideas:
Post high-quality photos and videos to the property listing. Winter photos can look as inviting as summer ones. Make sure your property’s interior looks well-lit and warm in photos. Consider hiring a professional photographer to showcase the space in its best light.
Offer a virtual tour for prospective tenants who aren’t able to visit in person. This will help you capture more interest from remote applicants or those who prefer to limit in-person visits.
Promote move-in specials or incentives.
To stand out in the off-season, offering move-in specials or incentives can be a great way to attract attention. Consider the following ideas:
To make your property more appealing, offer a move-in discount or reduced rent for the first month.
Provide complimentary parking, storage units, or other amenities for the first few months as an incentive to move in during the winter.
For the cost-conscious renter, waiving application fees can make your property more attractive than others.
Leverage social media and local networks.
While winter may not be as attractive as summer for renters, social media remains essential for reaching potential tenants. Consider the following ideas:
Post regular updates highlighting property features, winter-ready amenities, and any incentives on social media. Use relevant hashtags such as #WinterRental, #CozyLiving, or #MoveInSpecials to target the right audiences.
Join local Facebook groups, community forums, and neighbourhood sites like Nextdoor to promote your rental listing and connect with potential tenants looking to move soon.
Encourage current tenants or followers on social media to refer friends or family who may be looking for a rental. A small referral bonus can go a long way in encouraging word-of-mouth marketing.
Update your listings for seasonal relevance.
Adjusting your property’s marketing strategy to fit the season is essential. Consider including winter-themed keywords in your listing, such as “cozy,” “winter-ready,” or “perfect for the season.” Consider the following ideas:
If you offer flexible leases or discounts, highlight them in your property description. Make sure your listing speaks to winter trends by noting the benefits of your location during colder months (e.g., proximity to public transportation, shopping centres, or ski resorts).
Adjust your listings to include language that speaks directly to people considering moving in the winter, such as “Perfect for those looking for a winter home” or “Stay cozy this winter in our well-maintained rental.”
Optimize for Search Engines (SEO).
Whether you’re listing on property management platforms or your website, ensuring your rental property is easily discoverable is important. SEO can help you stand out in online searches for rental properties, even during the slower months. Consider the following ideas:
To increase your visibility in local searches, include keywords like your property’s location (neighbourhood, city) along with terms like “winter rental” or “off-season rental.”
Make sure your descriptions are clear, concise, and rich in relevant keywords (e.g., “spacious 2-bedroom apartment in [city], available for winter move-in”). This helps your listing rank higher in the search results.
Maintain good tenant relationships and reviews.
Word-of-mouth and online reviews are critical year-round and can be especially important during the off-season. Ensure your current tenants are happy and encourage them to leave positive reviews online. A high rating on rental sites can help your property stand out to potential tenants who are browsing online. Consider the following ideas:
Encourage tenants to leave positive reviews by offering incentives like gift cards or other rewards.
Encourage tenants who leave reviews to show you value feedback and are committed to creating a positive rental experience.
While January might feel like a slow leasing month, you can still attract tenants to your rental property with the right strategies. By highlighting the benefits of your property during the colder months, leveraging online tools like virtual tours, and offering special incentives, you can make your listing stand out in the off-season. With persistence and smart marketing, you’ll set your property up for success in 2025.
References
Deming, M. (2024, July 12). 7 effective ways to market your rental property. Avail. https://www.avail.co/education/articles/marketing-tips-for-your-rental-listings \
Rocket Lawyer. (2024, October 17). Tips for selling or leasing in the winter off-season. Rocket Lawyer. https://www.rocketlawyer.com/real-estate/home-ownership/buy-or-sell-property/legal-guide/tips-for-selling-or-leasing-in-the-winter-off-season
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