For landlords designing print ads or writing online apartment listings, knowing how to catch a renter’s attention is critical. These three copywriting secrets can help ads attract more rental leads.

1. Eye-catching headline
The headline is the lifeblood of any ad; a crucial component that provides the first and, perhaps, only chance to make an impression on a renter.

So how does one develop a good headline?

Look at the covers of consumer magazines because their headlines sell magazines:

• 5 Proven Tips For Losing Weight
• 3 Key Reasons He’s Not Calling
• WARNING: Diet Pills That May Be Killing You

Headlines like these are meant to attract attention and compel a reader to read the article – and they work.

Apartment headlines will obviously be different in nature than these examples but the concept of baiting a reader with juicy information can still be utilized. Take these headlines, for example:

• Exploring 3 Buildings That Provide Renters With A Perfect Home
• 3 Shocking Reasons Why 99% of Residents Like Living At Riverside Gardens
• Living At Riverside Garden Apartments: Secrets That Every Toronto Renter Needs To Know

2. Bodies that sell
The body of an ad is meant to provide a renter with information about an apartment. This information should be factual in nature; however, adding a little sizzle to the text will help keep a reader interested.

Here are some ways to add a bit of sizzle to body copy:

• Storytelling: Try incorporating a story about a tenant that readers will identify with emotionally. This is a great way to keep a reader interested.
• Benefit selling: It’s important to remember the ad is meant to sell a lifestyle, not just an apartment unit. Explaining the benefits of living in a building to potential renters is a great way to win them over.

Instead of listing basic amenities or highlighting a building’s location, try listing the benefits that provide for a better lifestyle. This will not only set the building apart from the competition but it will help renters see the added advantage of renting in that building.

3. Call to action
After the body of an ad there needs to be a call to action. A call to action tells renters exactly what to do, how to do it and that they should do it right now. Whatever the next steps are, lay them out clearly. Here are some examples of effective calls to action:

• Call (555) 555-5555 and ask for Charles who will provide a no obligation tour today!
• Send an e-mail to ben@apt.com with “Info Package” in the subject line to receive a free move in package today!
• Call for a tour and be entered into a draw to win a free iPod! Don’t Delay. Call Today!

Carissa Drohan-Jennings is the director of marketing and communications at Landlord Web Solutions.