Why Your Unit May Not Be Renting — And What Today's Renters Expect

ing insulation to Vacancies happen, but if your unit is sitting on the market longer than expected, the problem isn’t always the rent amount. Today’s renters are comparing your unit against dozens of others online, and even small shortcomings in condition, amenities, or presentation can cause your listing to fall to the bottom of the pile. With higher expectations and more choices, it pays to understand what renters are really looking for — and what you can do to get your unit leased. 

Common Pitfalls That Keep Units Vacant

We regularly hear from members who are puzzled when their “clean and private” units don’t rent quickly. When we look at the listings, the same issues come up again and again:

• Unflattering photos that make the space look dark or dated.

• Carpeted flooring, which most renters now view as old-fashioned and harder to maintain.

• Small kitchens without dishwashers or limited counter space, not balanced by highlighting other conveniences.

• Laundry is not mentioned in the ad, or it only points tenants to an off-site laundromat.

• Restrictive ad copy that emphasizes limitations without highlighting strengths.

• Missing compliance language — ads that fail to mention adherence to local and state laws (such as Berkeley’s Fair Chance Housing Ordinance) can make your ad appear less professional and expose you to legal risk.

Affordable Improvements That Make a Big Difference

The good news is you don’t need to invest in a full remodel to make your unit more appealing. Some of the most effective upgrades are relatively inexpensive cosmetic fixes:

• LED light fixtures to brighten rooms and lower utility bills.

• Updated faucets in the kitchen and bath for a more modern look.

• Adding a rolling kitchen island provides additional workspace in smaller kitchens with limited countertop space.

• Quality shower heads that add comfort and style.

• Fresh white paint throughout for a clean, neutral feel.

• Painting dark wood closet or bedroom doors in lighter tones to brighten spaces.

• Installing insulated cellular shades (top-down/bottom-up) instead of standard vinyl blinds — a minor upgrade that helps tenants better maintain warmth in the winter and coolness in the summer.

• Adding modern curtain rods for a clean, uniform look. This allows tenants to use curtains (which improve energy efficiency and aesthetics) while maintaining a consistent exterior appearance.

• Swapping out old towel bars and cabinet hardware for modern finishes.

These small touches not only enhance aesthetics, but also make older units feel more comfortable and energy-efficient — a key selling point for today’s renters.

Bigger Investments to Plan For

Some improvements require more planning and budget but can pay off significantly in faster leasing and higher tenant satisfaction:

• Replace carpet with LVP or modern ceramic tile (large format with narrow grout lines). Hard-surface flooring is easier to clean and far more resistant to pet damage — which matters, since an estimated 80% of renters have pets. By upgrading the flooring, you make it practical to market your property as pet-friendly, which dramatically expands your applicant pool.

• Upgrade to solid-surface countertops and shower surrounds.

• Consider adding a built-in dishwasher if your kitchen layout allows for it. Dishwashers use less water than hand-washing – a significant benefit if you're paying for water.

• Install modern, Energy-Star-rated appliances instead of mismatched or outdated models.

• Invest in energy-efficient upgrades, such as double-pane windows or adding insulation to walls, to enhance comfort and lower your utility bills.

How You Market the Unit Matters

Even if your unit is in good condition, a poorly written ad can stall your rental. Today’s renters skim dozens of listings at a time, so the way you frame your copy matters.

• Always lead with strengths: natural light, outdoor space, secure entry, and proximity to neighborhood amenities.

• Highlight on-site amenities:

  • Secure bike storage

  • Professionally maintained gardens

  • Community outdoor seating areas

  • Package lockers or a designated mail area

• Use neutral, measurable location language:

  • “2 blocks from UC Berkeley”

  • “0.3 miles to Trader Joe’s”

  • “5-minute drive to N. Berkeley BART”

  • “Convenient access to downtown shops and restaurants”

• Restrictions are sometimes unavoidable, but they don’t always need to sound negative. For example:

  • Instead of “no pets,” say: “Sorry, we’re unable to accept pets at this property — but you’ll find it’s a well-maintained building with responsive management.”
  • Instead of "no smoking," say: “This is a smoke-free property, in compliance with Berkeley ordinance.” 
  • Instead of “small kitchen,” say: “Efficient kitchen layout with everything you need, leaving more space for living and entertaining.”
  • Instead of “laundromat only,” say: “Multiple laundry facilities available nearby, with several options within a half mile.”

Ad Copy Examples

Before (flat ad copy):

2BR/1BA unit. Carpet. Kitchen with stove and refrigerator. No pets. No smoking. Parking limited. Laundromat nearby.

After (reframed and compliant):

Bright 2BR/1BA upstairs unit with private balcony and access to a secure shared deck. Spacious bedrooms and abundant natural light create a welcoming home. Just 2 blocks from UC Berkeley and 0.3 miles to Trader Joe’s, with quick access to BART and downtown restaurants. Kitchen features an electric range and a full-size refrigerator. Water and garbage included. Secure entry provides peace of mind. Pets considered on a case-by-case basis. Assistance animals always welcome. Complies with all applicable fair housing and rental laws, including Berkeley’s Fair Chance Housing Ordinance.

What Today’s Renters Are Looking For

• Transparency: Pricing, screening process, and legal compliance are clearly outlined.

• Convenience: On-site or nearby laundry facilities, functional kitchens, and reliable appliances.

• Modern touches: Hard-surface floors, fresh paint, efficient lighting, and subtle updates that feel well-maintained.

• Flexibility: Allowing pets can significantly expand your applicant pool.

• Professionalism: Quick responses, consistent communication, and straightforward showings.

Key Takeaway

Today’s renters are quick to scroll past listings that feel dated, inconvenient, or unwelcoming. If your unit isn’t renting, start by taking better photos, making minor cosmetic updates, and crafting ad copy that emphasizes its strengths. Always include a statement of compliance with local and state laws, such as the Fair Chance Housing Act, to build trust and demonstrate professionalism. Affordable improvements can help your unit compete now, while bigger investments in flooring, appliances, and finishes will pay off over time.

By aligning your presentation with modern expectations and maintaining compliance in your advertising, you’ll reduce vacancies, attract stronger applicants, and make your rental stand out in a crowded market.