It's often challenging to fill vacancies during the colder months — if renters planned their moves in advance, they've most likely already signed leases. And this year, the typical seasonal slowdown may be compounded by renters' fears of moving during a pandemic, the economic struggles felt by many, and a general wariness around making any big decisions during a time of uncertainty. 

But vacancies still happen year-round, even during difficult times — as do rental searches — and the key to filling them in the off-season is to use effective marketing tactics that attract renters and shorten the time your property remains vacant.

Offer incentives

Get renters to sign sooner rather than later with a time-bound offer. This year has stretched many renters' budgets thin, and the upcoming holidays are an added financial stress. Offering free or discounted first month’s rent, a reduced deposit or a few hundred dollars off the first three months can give them room to breathe.

Free rent is the most common rental concession being offered to new tenants right now, according to recent Zillow research, and concessions have risen overall as the rental market has softened during the pandemic. Know what your budget will accommodate in terms of financial incentives and marketing strategies.

Rethink your terms

One way to attract prospective renters is to allow pets. According to the Zillow Consumer Housing Trends Report 2020, 47% of renters said it was very or extremely important for a rental to allow their pets. The same report found that 60% of single-family renters and 42% of multifamily renters own pets, so welcoming them can open up your property to a much bigger pool of renters.

Offering a short-term lease can also be an effective marketing strategy — especially if your property is near a military base or university, where housing situations can change at a moment’s notice.

Highlight your top features

If your rental is close to neighborhood amenities, highlight the area’s walkability. Close to a retirement community? Appeal to caretakers who might need a home off-site. Touting proximity to public transportation can draw prospective renters who have longer commutes.

High-quality photos along with immersive virtual tours go a long way toward drawing renters into your property and helping them imagine what it's like to live there. Make sure your listing includes plenty of photos that show the rental at its best.

Advertise online

Most renters (87%) search online when looking for a home, so maximize your listing’s exposure across multiple brands by advertising on the most visited rental network.*

Plan ahead 

Advance preparation can help shorten the time your rental is vacant. Do an initial property inspection so you can schedule any needed repairs — or get your tenant to repair items they’re responsible for — to decrease the time your unit needs to remain vacant. If you know when a current renter will leave, plan to list your rental two months before their departure.

Update your listing

Polish your rental description to make sure the information is updated and compelling — this will help you attract more renters. Zillow Rental Manager saves all your properties under your account, so it’s a snap to edit your listings and get them back online when you need to fill a vacancy.

Increase retention

Don’t forget: The best solution is to keep the renters you already have. To do this, keep your property well-maintained and respond to your renters’ needs quickly and completely.

*Comscore Media Metrix® Multi-Platform, Key Measures, Custom-defined list including: Zillow Rentals, Apartments.com Network, RentPath Network, ForRent.com & Homes.com Network, Total Visits, July 2020, United States. Zillow Rentals is the deduplicated reach of Zillow.com Rentals, Trulia.com Rentals and HotPads.com.