11 September 2020/ rent_office_guide

The secret to more enquiries? Go for a personalised approach

Crafting the perfect rental advert can be difficult. You’ve secured a fantastic property and completed renovation work; now you just need to find a tenant. But there’s a huge number of commercial lets on the market, so how can you make sure yours cuts through the noise?

It’s important to remember potential candidates will probably have a long list of requirements. You need to show your property meets them, without alienating the reader. You’ll also want to present your rental opportunity in the best light with an advert that does it justice. It’s a balancing act between making sure your description generates enough interest and providing clear, specific information to avoid putting people off.

This guide focuses on best practice tips you should be aware of when it comes to advertising commercial property.

Commercial properties to rent at Realla

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How do you advertise commercial real estate?

Before you put pen to paper – or fingers to keyboard – you should consider your audience. Most prospective tenants will have four major concerns as they browse commercial properties: location, the flexibility of the space, nearby facilities, and fees. So, as a starting point, you’ll need to provide information on these factors.

Of course, there are lots of other details you can add to maximise your chances of finding a tenant. Let’s run through the process of creating an effective commercial property advertisement.

1. Visualise your future tenant.

Take a look at local businesses to work out which sorts of firms might be interested in renting your property. Do they belong to a particular sector, and are they predominantly made up of a certain age demographic? Once you’ve got an image of potential candidates, you can find the property features and local amenities they’ll be most excited by and choose key words to grab their attention.

2. Start your paragraph with an engaging opening sentence.

Just like any other advert, a commercial property description should grab readers’ attention from the get-go. Try including three core details in your opening line; the first two are the property’s location and workspace type (for example, office, industrial or retail). Thirdly, aim to incorporate a couple of adjectives to entice the reader. You might like to highlight the light, airy feel of the building, or its characterful historic features.

3. Include some information about the local industry.

Your tenants might be moving to the area without much local knowledge. At this stage, you could provide a few details about the sort of companies operating nearby; are they primarily commercial or industrial? If your property is located in a finance hub, for example, be sure to mention it. And if it’s surrounded mainly by residential buildings, you could highlight this too.

4. Paint a picture of the lifestyle tenants could enjoy.

Renting a commercial property isn’t just about securing a suitable building. Candidates will also want to know what they’ll be able to do in their lunch breaks and on their way home from work. Mention the building’s proximity to local bars and eateries, as well as any convenient facilities, like gyms, shops and transport stations. If your property is near a city centre, let readers know exactly how far they’d have to walk to get into town.

5. Highlight the practical details – and be specific.

This section is probably the most important part of your commercial property advert, and we usually feature it at the top of the page. It shouldn’t take you long to list the basic specifications. You should include:

  • The property’s full address
  • Rental costs (in total or per square foot)
  • Spaces or rooms available
  • Key features and facilities
  • A link to a brochure, if applicable

6. Split the description into workspaces.

For buildings with distinct rooms, break-outs or cafeteria spaces, or more than one floor, you might find it useful to list them and their features individually. This will help readers understand what your property has to offer. Include how many people can work there, the building’s use class, its condition and any amenities. If you’re unsure which use class your workspace is, see our handy guide.

7. Don’t skimp on the finer details.

It might be tempting to end the advert here, but you’ll get higher levels of engagement if you go into detail about your property. Consider covering the following (for each space):

Category

Information to include

Building

The property age; number of storeys, stairs and lifts; security desk; check-in area; architectural or character features e.g. high ceilings, wood panelling, views of the city

Facilities

Kitchen and bathroom facilities; appliances; showers; air conditioning; receptionist; on-site parking; outdoor space

Area

Any other information about local amenities, like eateries, shops, gyms, Post Offices, car parks and transport depots

Health and safety

Accessibility features and disabled access; security/CCTV; 24-hour access; electrical/gas safety certificates

Lease

Lease start date, lease length, renewal date, business rates, service charges, maintenance responsibilities

 

Industrial properties to rent at Realla

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Use these tips to make your writing shine

Creating a personalised advert with specific details will boost your chances of conversion. Below are some best practice tips to keep in mind.

  • Exclude jargon – Don’t assume your readers will understand real estate terms. Use simple, everyday language built around keywords to prick people’s interest.
  • Avoid hyperbole – You might think potential tenants would be attracted to adverts full of adjectives, but straightforward language will get your message across quickly. Use descriptors wisely to accurately represent your property. Words like ‘spacious’, ‘beautiful’ and ‘historic’ should only be included when they truly apply to the space you’re offering. If you exaggerate the building’s plus points, you may find yourself in hot water further down the line.
  • Use bullet points – Don’t feel you need to write paragraphs of description when a simple bullet point list will do the job. Readers will appreciate being able to find key pieces of information quickly.

Retail properties for rent at Realla

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Words and phrases to include in commercial property adverts

  • Turnkey
  • Open-plan
  • Private
  • Spacious
  • Upgraded/remodelled/renovated
  • Meticulously maintained
  • Upscale/upmarket
  • In the heart of the city
  • ‘Green features’, e.g. solar panels, energy-efficient, triple glazing

Words and phrases to avoid in commercial property adverts

  • Cheap – Words like ‘affordable’ are much more appealing
  • Unique – Describe why exactly the property is unique
  • Boasts – This has become a property advert cliché
  • Filler words like ‘very’, ‘really’, ‘actually’ and ‘lots of’ – It’s best to exclude them or be more creative!

You should also steer clear of abbreviations, as these may confuse readers. Avoid phrases like ‘PT/FURN’ (part-furnished), ‘PK’ (parking), ‘FGCH’ (full gas central heating) and ‘FMR’ (first month’s rent).

Offices to rent at Realla

Find excellent examples at Realla

If you’d like to get some inspiration before writing your advert, you can take a look at some of the descriptions currently on Realla. Just click on the links above to browse our selection of properties.