How to write a rental advertisement that works

It is thought that advertisers have only a second or two to capture the reader's attention. Never is this more true than in rental listings. People don't have a lot of time, and when they are looking for a rental property, they are skimming the highlights of an ad.

In a study conducted by Old Dominion University in Norfolk, Va, researchers found that people looking at a rental look at the exterior photo for about 20 seconds -- if it's a good picture -- then 76 percent of them look at the number of bedrooms, bathrooms and the square footage. Only 58.5 percent even begin to read the description and remarks area. For those who actually do read the description, you'd better catch them in the first line or they're gone.

Recently I was looking at a rental listing and came upon this in the first line, " sitting regally upon its elevated landscape overlooking the serenity of the water, this home lures you into its greatness " I didn't read any further.

I want to know facts. Does it have volume ceilings? What kind of flooring? Granite countertops? Price? Are pets allowed? Tell your reader the most valuable and important things your property has to offer in the first line. Then you have a chance that they'll read further. Descriptions that contained hyped-up adjectives, brand names and too many caps were the most overlooked listings. Speaking of caps

Rarely use caps. IF THE ENTIRE SENTENCE IS IN CAPS YOU'RE YELLING. Don't do it. There's the saying, "if everyone is special, then no one is." Well, if everything is emphasized, then nothing is. Use caps wisely.

For instance, something like this works: "This lovely home has ENGINEERED HARD WOOD throughout the living and dining room NEW GRANITE countertops have just been installed in the kitchen and bathrooms."

Also something interesting to know -- those who study graphic design learn that it is actually easier for people to read lower-case text.

Be careful in how you use abbreviations and "real estate" speak. Something like, "3/2/2, 1785SF, A/C" may be clear to you, but many readers aren't sure what it means, or may be confused. Make it clear and simple, "3 bed/2 bath, 2 car garage, 1,785 square feet under heat and air." Using bullet points is also a good idea if your listing systems allows it because it makes the information easier on the eye.

A little more about the photos, and while this point may be last, it is certainly not least. If you don't have any photos, many people won't look at your listing at all. So it is essential to have at least one. Many websites limit the number of photos you can use, so make the most of the ones you post.

Photos are often done poorly. To get the most out of pictures, back into a corner of the room to get the widest angle possible and to give the photo a feeling of spaciousness. The rooms need to be completely free of clutter and as nicely staged as possible. Try to make the most of natural light, avoid using flash is possible. Show off the kitchen, living room, master bedroom and exterior -- especially when there is nice landscaping. Play to the house's strengths.

Andy Moore, founder and CEO of Lakewood Ranch-based Gulf Coast Property Management (ChooseGulfCoast.com), is also president of the Sarasota/Bradenton Chapter of the National Association of Residential Property Managers.

This story was originally published February 23, 2016 at 3:12 PM with the headline "How to write a rental advertisement that works ."