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The Landlord’s Funnel: Step 1 – Generating Awareness

I almost sat down to write about my tenant screening process this week. But I realized — if I jump straight to screening, I’d be skipping over the first (and arguably most important) step in the process.

Attracting qualified tenants isn’t about screening harder, it’s about structuring the whole process like a funnel.

Over the next few issues, I’m going to break that funnel down step by step.

• Top of Funnel: Generating Awareness

• Middle of Funnel: Pre-Screening and Viewings

• Bottom of Funnel: Applications and Approvals

This issue? We’re starting right at the top: generating awareness.

1. Why Awareness Matters

Awareness is the very top of your funnel. It’s where you get eyeballs on your property. But it’s not just about volume. The way you list — from photos and pricing to the platforms you choose — determines what kind of applicants you’ll attract.

The goal isn’t just more leads. It’s more qualified leads.

2. Before You List

Before you even think about hitting “post,” make sure you’ve got these basics nailed down:

• Clean the property. You only get one chance at a first impression.

• Photos matter. If you just bought the place, check Zillow or Redfin for old listing photos. Sometimes Zillow removes them, but Redfin often keeps them. Don’t be afraid to reuse good shots.

• Get your comps. You don’t need an advanced model — it’s more art than science. Pull up the map view on Zillow, filter for rentals, and look at similar properties nearby.

Here’s how I approach comps:

• Compare bedrooms, bathrooms, square footage, and extras (garage, pets, finishes).

• Notice how long listings have been sitting. If a place has been up for months, it’s either overpriced or the manager is ultra-selective.

• Use a few data points to bracket your property into a realistic range.

Example:

With those comps, the rental range is $1,280 - $1,900. And the average rent is $1,580.

Therefore, I knew I could confidently price mine around $1,550–$1,600/month.

3. Where to List

This part is simple. Just use Zillow.

Here’s why:

• Everyone already checks Zillow first.

• Zillow automatically syndicates your listing to Trulia, HotPads, and other partners.

• They have a free (to you) application system with background and credit checks built in.

Other options (Facebook Marketplace, yard signs, Craigslist) may bring in leads, but in my experience, they’re usually lower quality — more “desperate” applicants and fewer people who actually qualify.

4. What’s Next

Once you’ve got leads coming in, the next step is pre-screening — filtering before you waste time scheduling viewings.

That’s where I’ll pick up in the next issue.

✦ Key Takeaway

Treat your rental process like a funnel. Awareness is about casting a wide net, but in the right pond. A clean property, strong photos, smart pricing, and the right platform will set you up for better applicants from the very start.

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