1. The Problem: Marketing in a Soft Market
The BC rental landscape shifted dramatically in late 2025. Greater Vancouver's vacancy rate more than doubled from 1.6% to 3.7%—the highest in over 30 years—and rents declined 8.5% over two years. In this environment, a landlord's ability to market effectively determines whether the unit fills quickly or sits empty for weeks.
The Core Challenges
- Vacancy is now costly — Each vacancy day costs real money. A 2-week vacancy can easily exceed $1,000+ in lost rent.
- Tenant choice is expanded — Tenants now compare multiple options; poor photos and unclear messaging lose leads.
- Competition is intense — The landlord with the best listing often wins the tenant, even if the property quality is similar.
- Multi-platform presence is required — No single platform dominates. Missing platforms means missing qualified tenants.
In a soft market, marketing quality is directly tied to Days-on-Market. Poor marketing burns rent every day the unit sits empty.
2. How Marketing Works: The Multi-Channel Approach
2.1 Platform Strategy: Post Everywhere (Fast)
No single platform dominates the BC market. Effective landlords post on multiple platforms simultaneously, each reaching different renters.
| Platform | Best For | Cost | Strength |
|---|---|---|---|
| Facebook Marketplace | Local, quick messaging | Free | High volume, low friction inquiries |
| Craigslist | Budget-conscious renters | Free | Strong geo-targeted search |
| Apartments.com | Broad reach / syndication | Free (limited) | Professional listings + distribution |
| Kijiji | Canadian audience | Free | Familiar marketplace in Canada |
| Realtor.ca | Families + professionals | Varies | Trusted brand for serious leads |
Post on Facebook Marketplace + Craigslist + Apartments.com at minimum. If Days-on-Market exceeds 7 days, consider paid boosting (carefully) or refresh photos/copy.
2.2 Incentives: Protect Base Rent
Use time-limited incentives rather than permanently lowering rent.
- Move-in bonus: one-time cash back after move-in
- Rent credit: short-term discount that ends after month 1–2
- Feature add-ons: include parking/storage for a limited time
Don’t permanently lower base rent to “fill fast.” In BC, rent control makes it hard to recover. Use incentives instead.
2.3 Visuals: Photos + Video
- High-quality photos: 4–5x more inquiries (typical industry finding)
- Twilight photos: can increase views materially for exterior-forward listings
- Video walkthroughs: often shorten time-to-lease
2.4 Copywriting: Features → Lifestyle
Headline rule: lead with the strongest differentiator.
- ❌ “2 Bedroom Apartment for Rent”
- ✅ “Renovated 2-Bed + In-Suite Laundry + 5-Min SkyTrain”
3. Failure Point: Common Marketing Mistakes
3.1 Poor Photos
Mistake: dark, cluttered, phone-only shots.
Fix: declutter + bright lighting + 10+ photos + professional angle coverage.
3.2 Single Platform Only
Mistake: relying on just one site.
Fix: post across 3–4 platforms to reach different renter groups.
3.3 Slow Response
Mistake: replying 24+ hours later.
Fix: respond within 2 hours when possible; use auto-response + pre-screen link.
3.4 Ambiguous Rent/Utilities
Mistake: unclear rent, utilities, parking, deposits.
Fix: state all key costs upfront to filter and build trust.
Transparency in listings reduces false inquiries and improves lead quality. Ambiguity increases days-on-market.
4. Defensive Protocol: Marketing Best Practices
4.1 Photography Checklist
Shoot bright, wide, and honest. Show every key room. Turn on lights. Open blinds. Remove clutter. Keep verticals straight.
- Minimum 10 photos: exterior (if relevant), living, kitchen, each bedroom, each bathroom, laundry, storage, parking, balcony/yard
- Golden hour / twilight for exterior where it adds value
- Short 60–90 second video walkthrough (optional but recommended)
4.2 Copywriting Template
- Hook (1 line): Renovated, bright, transit-friendly, etc.
- Bullets (4–6): top features (laundry, parking, appliances, storage, views)
- Costs (clear): rent, utilities, deposit, parking, pet policy
- CTA: “Reply with move-in date + # occupants + employment info”
4.3 Lead Conversion Pipeline
- Auto-response within minutes
- Short pre-screen form (5–7 questions)
- Batch viewings (4–6 people in a block)
- Same-day follow up to top candidates
5. Legal & Ethical Compliance in Marketing
5.1 BC Human Rights Code (Advertising)
Avoid discriminatory language related to family status, age, ancestry, place of origin, disability, etc. Focus on the property and location—not who “should” live there.
Safer wording examples:
- ✅ “Quiet neighbourhood”
- ✅ “Close to parks and schools”
- ✅ “Walkable area with transit access”
5.2 Honesty & Transparency
Misrepresentation increases dispute risk. Don’t label a room as a bedroom if it’s not legally/physically appropriate (e.g., missing required egress). Disclose costs clearly.
6. FAQ (Top 20) — Strategic Marketing Questions
Q1: Which platforms should I use?
At minimum: Facebook Marketplace + Craigslist + Apartments.com. Add Kijiji or Realtor.ca depending on your target tenant.
Q2: Do I need professional photography?
If your unit competes in a soft market, yes—photos often pay back faster than any other marketing spend.
Q3: How many photos should I include?
Minimum 10, covering every room plus key features (laundry, parking, storage, outdoor area).
Q4: Should I use video?
Yes, if possible. A short walkthrough reduces back-and-forth and improves serious inquiries.
Q5: What’s the best headline formula?
Feature + location + differentiator. Example: “Renovated 2-Bed + In-Suite Laundry + SkyTrain.”
Q6: Incentives or lower rent?
Prefer time-limited incentives to protect base rent (especially in rent-controlled environments).
Q7: Should I state utilities in the ad?
Yes—state whether included or tenant-paid, and provide reasonable estimates if available.
Q8: How fast should I respond?
Within 2 hours when possible. Use auto-responses to set expectations.
Q9: What if I get too many inquiries?
Use a pre-screen form with 5–7 questions and invite viewings only for complete/qualified responses.
Q10: Same price on all platforms?
Yes. Inconsistent pricing reduces trust and creates confusion.
Q11: No inquiries after 5 days?
Usually price or presentation. Refresh photos, improve headline, verify comps, then adjust in small steps.
Q12: Can I say “professionals only”?
Avoid it. It may imply discrimination. Describe the unit and amenities instead.
Q13: Can I say “no families”?
No. That can violate protected grounds (family status). Focus on property facts.
Q14: Should I advertise “utilities included”?
Only if you’re comfortable absorbing increases. Many landlords separate utilities or disclose a fixed fee (when appropriate).
Q15: What if the bedroom isn’t a legal bedroom?
Don’t market it as a bedroom. Misrepresentation increases complaint risk.
Q16: Should I stage?
Yes. Declutter, neutralize, and brighten—it directly improves inquiries.
Q17: Best time for photos?
Bright daytime for interiors; golden hour or twilight for exterior if it adds emotion/value.
Q18: Viewings in a soft market?
Batch viewings, follow up same day, and keep next steps clear.
Q19: When use paid ads?
If organic platforms underperform after improvements, test a small paid budget and track results.
Q20: Biggest marketing mistake?
Low-quality visuals + slow response. In a soft market, execution speed and listing quality win.
References & Sources
- BC Human Rights Code – https://www.bclaws.gov.bc.ca/civix/document/id/complete/statreg/96210_00
- CMHC – https://www.cmhc-schl.gc.ca/
- LandlordBC – https://www.landlordbc.ca/
- Government of BC (Housing/Tenancy) – https://www2.gov.bc.ca/gov/content/housing-tenancy
Tip: keep your market statistics sources updated quarterly (CMHC, local reporting, platform analytics).