How to Market Your Rental Vacancy
In a soft market, the landlord with the better listing wins the tenant — even when the units are similar. Learn how to post smart, stay compliant, and fill your vacancy faster.
Why Marketing Your Vacancy Matters More Than Ever
A landlord in Burnaby posted the same Craigslist ad she used in 2022. Three lines, one blurry phone photo. Back then she had 30 calls in two days. This time, two weeks went by and her phone never rang. She called her property manager. "What changed?" He told her: everything.
Greater Vancouver's purpose-built rental vacancy rate hit 3.7% in October 2025 — the highest in over 30 years, according to CMHC's 2025 Rental Market Report. By February 2026, BC asking rents had fallen 11.8% from their September 2023 peak, with Vancouver apartment rents dropping 7.2% year over year — the steepest fall among Canada's six largest cities. Nationally, rents declined for the 17th consecutive month. For the first time since the pandemic, landlords are offering 1–2 months free rent and signing bonuses just to fill units.
In a tight market, you could post three sentences and a blurry photo and still get 40 applications. That market is gone. In today's market, every vacant day costs you money — and the landlord with the better listing fills first, even when the units are similar. Marketing is not about being flashy. It is about being clear, complete, and visible on the platforms where tenants actually look.
Where to Post: The Four Platforms That Still Matter in BC
For most BC rentals, the core platforms are Craigslist, Facebook Marketplace, Kijiji, and one dedicated rental site (Rentals.ca or Zumper). Each has a different audience and workflow. The goal is coverage, not dependence on a single site.
You do not need to write different ads for each platform. Write one strong core ad, then adapt it slightly to fit each site's format — headline length, photo order, and how contact details are displayed.
Craigslist
Still essential in Metro Vancouver, especially for older buildings and price-sensitive renters. The interface looks dated, but the traffic is real. The downside is a higher rate of low-quality or scam inquiries — which you manage with clear screening questions built into the ad itself.
Facebook Marketplace
Strong reach for local renters, especially younger tenants and newcomers who rely on social platforms. Expect more casual "Is this still available?" messages. Set up an auto-response template before you post so genuine leads move quickly into your pre-screening process.
Kijiji
Canada's largest classified platform and widely active for BC rentals, particularly outside Metro Vancouver — Kelowna, Nanaimo, Kamloops, Victoria, and smaller centres. If your property is not in the core Metro Vancouver market, Kijiji often outperforms Craigslist for local reach. The workflow is the same: adapt your core ad and post with full details.
Dedicated Rental Portals
Portals like Rentals.ca, Zumper, and PadMapper aggregate listings and provide cleaner interfaces for tenants. They tend to attract higher-intent applicants who are actively searching, not casually browsing. The trade-off is per-listing fees or higher competition from professional landlords and property management companies.
What Tenants Expect to See in Your Listing
Tenants in a soft market open 5–10 tabs and compare: rent, photos, included utilities, parking, and move-in date. If your ad leaves basic questions unanswered, they close the tab and move to the next listing.
A complete listing covers four categories: price, basics, utilities/parking, and application instructions. It also shows enough photos — and ideally a short video — so tenants understand the full layout, not just the best corner of the living room.
Price and Basics
- Monthly rent (state clearly if you are offering a move-in incentive — e.g., "First month free on 12-month lease").
- Exact neighbourhood (e.g., "Metrotown, Burnaby" — not just "Burnaby").
- Bedrooms, bathrooms, and approximate square footage.
- Move-in date and minimum lease term.
Utilities, Parking, and Pets
- Which utilities are included, which are extra, and any fixed fees.
- Parking: number of stalls, included vs. extra cost.
- Pet policy: allowed, not allowed, or case-by-case with a pet deposit. Note: certified service and guide dogs must be accommodated regardless of your pet policy.
Photos
Tenants scan photos before reading text. Ten to fifteen clear, well-lit photos usually outperform three or four. Lead with the living area and kitchen, then bedrooms, bathrooms, storage, and any outdoor space. Avoid heavy filters — clarity matters more than mood.
Video Walkthroughs
A 60–90 second smartphone walkthrough video is now a standard supplement to photos. Research shows listings with video hold viewer attention significantly longer than photo-only listings. A video shows flow, natural light, and room scale in a way static images cannot. Keep it simple — hold steady, shoot in natural light, and briefly narrate each room. Upload to YouTube (set to "unlisted") and paste the link in your ad.
Protect Your Photos
Scammers in BC regularly steal landlord photos from active listings on Craigslist, Kijiji, and Facebook, then repost them as fake rental ads — often at below-market prices — to collect fake deposits. Once your listing is live, periodically do a reverse image search (Google Images or TinEye) on your photos. Adding a subtle watermark with your contact number to at least one photo can deter theft and help tenants verify they found your real listing.
Key Point
If the basics are not clear — rent, location, size, utilities, parking, move-in date — many tenants will not contact you at all. They assume the landlord is disorganized or hiding something. Clarity in the ad reduces back-and-forth and attracts better applicants.
Writing a High-Conversion Craigslist Ad
Craigslist ads are plain text. Tenants skim them quickly. The most effective ads use a simple hierarchy: a strong headline, a 2–3 sentence opening summary, bullet-point features, then clear instructions on how to apply or book a showing.
You can reuse the same structure across other platforms. If your copy works on Craigslist — the strictest plain-text environment — it will work everywhere else with minor tweaks.
📝 Craigslist Ad Template
Copy this template into a text editor. Replace the [bracketed] items with your details, then paste into Craigslist.
Review before posting. Do not include language that targets or excludes people based on protected grounds under BC's Human Rights Code (s. 10). Describe the property — not who should live there.
Move-In Incentives: A Soft-Market Tool
In today's BC rental market, it is now acceptable — and common — to offer a short-term incentive rather than simply dropping the monthly rent. CMHC's 2025 Rental Market Report confirmed that landlords are again offering one to two months free rent and signing bonuses to fill vacancies.
Why does this matter? Because dropping your posted rent permanently lowers the baseline used for future rent increase calculations. Offering one free month on a 12-month lease costs roughly the same in the short term but preserves your headline rent for future years. If you use this approach, make sure the incentive and the regular monthly rent are clearly written into the tenancy agreement so there is no confusion about what is owed each month.
Lead Management: Speed Still Wins
In a soft market, the first landlord to respond with clear information often wins the tenant. Slow responses lose leads — period. Set up a system before you post the ad, not after.
Auto-Response
If you cannot respond to every inquiry within two hours, set up an auto-response. Facebook Messenger supports this natively; for email, save a template in Gmail or Outlook. The auto-response should thank the person, confirm whether the listing is still available, and include a link to your pre-screening form or showing schedule.
Pre-Screening Form
A short form (5–7 questions) saves hours of back-and-forth. Ask for: desired move-in date, number of occupants, current employment status, reason for moving, pet details (if applicable), and whether they can provide references. Use Google Forms or Jotform. Share the link in your auto-response and in the ad's call to action.
What NOT to Ask
Do not ask where income comes from, immigration status, country of birth, religion, or whether the applicant has children. Any question that touches the 13 protected grounds under BC Human Rights Code s. 10 can form the basis of a complaint — even if it was not your intent. Stick to: move-in date, number of people, employment status (not source), reason for moving, and pets.
Batch Showings
Schedule showings in blocks — 4 to 6 people in a 60–90 minute window. This creates natural urgency without pressure tactics and is more efficient than individual tours. Follow up with your top candidates the same day.
Jimmy's 5-Step Marketing Workflow
- Price before you post. Review comparable active listings in the same neighbourhood, same bedroom count, same included utilities. Set your rent at or slightly below the median for comparable units. See Module 3 for the full pricing methodology.
- Prepare your core ad. Write one master ad using the Craigslist template above. Include rent, exact neighbourhood, size, utilities, parking, pets, move-in date, deposit amount, and specific viewing instructions. Review all language against BC Human Rights Code s. 10 before posting.
- Post across all four platforms. Adapt the master ad for Craigslist, Facebook Marketplace, Kijiji, and one dedicated rental portal (Rentals.ca or Zumper). Use the same core details. Update all listings at the same time if pricing or availability changes.
- Activate your lead system before Day 1. Set up your auto-response, pre-screening form, and batch showing schedule before the first post goes live.
- Follow up the same day. After each batch showing, contact your top 2–3 candidates the same day. If extending an offer, confirm it in writing. If someone is not proceeding, let them know promptly — they may refer others.
Fair Housing Compliance: What You Can and Cannot Say
Section 10 of the BC Human Rights Code prohibits discrimination in tenancy advertising and selection based on: Indigenous identity, race, colour, ancestry, place of origin, religion, marital status, family status, physical or mental disability, sex, sexual orientation, gender identity or expression, age, and lawful source of income. This applies to your ad, your showing conversation, and every message in between.
Caution
Your ad cannot express a "limitation, specification, or preference" based on any protected ground. "No families," "professionals only," "ideal for young couple," "quiet mature tenant preferred" — all of these can trigger a human rights complaint. Describe the property and its features. Do not describe who should live there. (Source: BC Human Rights Code, RSBC 1996, c. 210, s. 10; BC Human Rights Tribunal tenancy guidance; TRAC.)
Why "Professionals Only" Is Source-of-Income Discrimination
In BC, a person's source of income — whether it comes from employment, income assistance, a pension, disability benefits, or student loans — is a protected ground. Requiring "professional employment" as a condition of tenancy effectively screens out people whose income comes from assistance programs. That is the definition of source-of-income discrimination under s. 10 of the Code.
Safe vs. Risky Ad Language
- ✔ "Quiet neighbourhood near parks and schools" — describes location.
- ✔ "2-bedroom, 1-bathroom, in-suite laundry, 750 sq ft" — describes property.
- ✔ "Non-smoking unit" — relates to property condition, not a person.
- ✖ "No children" or "No families" — family status is protected.
- ✖ "Professionals only" — implies source-of-income discrimination.
- ✖ "Ideal for single person" — implies marital/family status preference.
- ✖ "Canadian citizens only" — place of origin is protected.
- ✖ "Female tenant preferred" or "male only" — sex and gender identity or expression are protected.
- ✖ "Young couple welcome" — age and family status are protected.
The exception: if you are sharing sleeping, bathroom, or cooking facilities with the tenant (roommate situation), section 10(2)(a) exempts you from some of these restrictions. Buildings reserved exclusively for persons 55+ are exempt on age and family status grounds (s. 10(2)(b)).
What Happens When You Get It Wrong: Real BC Cases
These are actual decisions from the BC Human Rights Tribunal. They show how real landlords — most of them well-intentioned — ended up paying significant sums because of statements made in ads, in person, or over the phone.
- Horneland v. Wong (2014 BCHRT 3): A landlord told an applicant she was concerned about renting to people with kids because the suite was "not really appropriate for kids." She rented to three adults instead. Outcome: $2,500 awarded for family status discrimination.
- Desjarlais v. Kanganilage (2012 BCHRT 243): A landlord evicted a tenant six days after move-in when they discovered he received income assistance. Outcome: $1,100 awarded for source-of-income discrimination.
- Day v. Kumar (No. 3, 2012 BCHRT 49): A landlord cancelled a tenancy after refusing to sign a shelter information form for the tenant's income assistance. The tenant had to pay $100/mo more elsewhere. Outcome: $2,500 + $1,500 expenses awarded.
- James v. Silver Park (2012 BCHRT 141): A landlord refused to rent a mobile home pad to a buyer because of assumptions about his mental disability and income. Outcome: $10,000 awarded.
- Wiebe v. Olsen (2025 BCHRT 14): A landlord made comments that negatively affected a tenant's tenancy in connection with the tenant's gender identity. Outcome: $10,000 awarded. (Decision currently under judicial review in BC Supreme Court.)
Important
The risk is not limited to your written ad. Anything you say — in person at a showing, by text, in a voicemail, or in a Facebook message — can form the basis of a human rights complaint. The same standards that apply to your ad apply to every step of the marketing and tenant selection process.
Key Takeaways
What to Remember from This Module
- In a soft market, tenants compare multiple listings. Clear, complete ads with strong photos and a video walkthrough win more showings and better applicants than minimal postings.
- Post on all four platforms — Craigslist, Facebook Marketplace, Kijiji, and one rental portal. Write one strong core ad and adapt it for each site.
- Respond quickly with an auto-reply and pre-screening form so serious tenants move smoothly into your viewing and screening process.
- BC's Human Rights Code limits what you can say in ads — and in person. Describe the unit and location, not preferred types of tenants. Real Tribunal cases show the cost of getting it wrong.
- In today's market, offering one free month on a 12-month lease is smarter than dropping your base rent — it preserves your rent baseline for future increase calculations.
- Batch showings and same-day follow-up reduce vacancy days without pressure tactics.
Action Checklist
Apply What You Learned
Common Questions
Frequently Asked Questions
In a soft market, yes. Many tenants still use Craigslist, others rely on Facebook, some search Kijiji, and others start with dedicated rental portals. Cross-posting your ad — with the same core information — increases good-fit applications without significant extra work. The goal is one strong ad adapted for four platforms, not four different ads.
Ten to fifteen clear photos usually strike the right balance. Show every major room and key feature — living area, kitchen, bedrooms, bathrooms, storage, parking, outdoor space. If tenants feel they understand the layout and condition, they are more likely to book a viewing and less likely to be surprised when they arrive.
No. Family status, age, and lawful source of income are protected grounds under BC's Human Rights Code. Phrases like "no kids," "professionals only," or "ideal for young couple" can support a human rights complaint. Real BC tribunal cases have resulted in awards ranging from $1,100 to $10,000. Focus on describing the unit, not the type of renter you prefer.
"No smoking" is generally acceptable because it relates to property condition and safety, not a protected ground. "No pets" is also allowed in most cases, but you must still accept certified guide and service dogs regardless of your pet policy — refusing accommodation for a disability-related service animal is discrimination. Be clear in your ad about your actual policy and required pet deposits if you allow pets.
Within a few hours is ideal. Many tenants message multiple landlords at once. A fast, professional reply — even if it is an automated template that includes next steps — significantly improves your chances of booking a viewing with good applicants. Set up your auto-response before the ad goes live, not after.
Yes. Asking for move-in date, number of occupants, employment status, reason for moving, and pet details is standard and appropriate. Avoid questions that touch protected grounds — for example, do not ask about religion, immigration status, or whether the applicant has children. Use the pre-screening answers to decide who to invite for showings, then follow your full screening process covered in Modules 5 and 6.
Yes, and in today's market it is becoming common. CMHC confirmed landlords are again offering 1–2 months free rent to attract tenants. Make sure the ad clearly states both the free month and the regular monthly rent amount. Put it in writing in the tenancy agreement so both parties are clear on what is owed each month. This approach preserves your rent baseline for future annual increase calculations — which is smarter than permanently lowering your posted rent.
Yes. A certified guide dog or service animal must be accommodated under BC's Human Rights Code even if your policy says no pets. Refusing accommodation for a disability-related service animal is discrimination on the ground of physical or mental disability. You cannot charge a pet deposit for a certified service animal.
You can ask for a household income range and whether the rent is within their budget. What you cannot do is discriminate based on the source of that income. Income assistance, disability benefits, pension, and student loans are all lawful sources of income and cannot be used as reasons to reject an applicant. Ask about income amounts, not income sources.
Source of income complaints involve rejecting or treating a tenant poorly because of where their money comes from — welfare, disability benefits, pension, or student aid. Family status complaints involve rejection because of who lives in the household, most often children. Both are actionable under BC Human Rights Code s. 10, and past Tribunal awards in tenancy cases have ranged from $1,100 to $10,000.
Report the fake listing to the platform (Craigslist, Facebook, Kijiji) immediately using the report or flag function. Do a reverse image search on Google Images or TinEye to see how widely the photos have spread. Consider adding a watermark with your contact number to future listing photos. You may also want to add a note to your own real listing warning that imposters may be active so genuine tenants know to verify before sending any money.
Yes, if every rental unit in the building is reserved for persons aged 55 or older, you are exempt from the family status and age protections under BC Human Rights Code s. 10(2)(b). You must be able to establish that the entire building operates on that basis — not just your unit.
Keep it short: thank the person, confirm you received their inquiry, confirm whether the unit is still available, and direct them to your pre-screening form or showing schedule. End with a specific next step — for example, "Complete this 5-minute form and I will follow up within 24 hours with available showing times." Do not include personal preferences about tenants in your auto-response.
In a soft market, if you have had the listing up for 5–7 days without quality inquiries, it is time to review the ad — not just the price. Check: Are the photos clear? Is the rent in line with current comparable listings? Did you post on all four platforms? Do you have a video? Are you responding quickly? Make one change at a time so you can track what works.
No. Under the BC Residential Tenancy Act, landlords cannot charge a non-refundable fee as part of the tenant application process. Charging an upfront application fee as a screening tool is not permitted.
Yes. "Non-smoking unit" and "smoke-free building" relate to property condition, not a personal characteristic, and are generally safe. However, if a tenant has a medical need to use cannabis as a prescribed medication, there may be a duty to accommodate depending on the circumstances. Consult a lawyer if a specific situation arises.
The BC Human Rights Tribunal accepts complaints from tenants who believe they were discriminated against in tenancy advertising or selection. The process begins with a complaint, then a screening review, then potential mediation, and a hearing if unresolved. Past Tribunal awards in tenancy cases have ranged from $1,100 to $35,000. The risk is not just financial — it is time, stress, and reputation. Prevention through compliant ad language costs nothing.
Not explicitly required, but using gender-neutral language avoids inadvertently expressing a preference for one sex, gender identity, or gender expression — all protected grounds under BC Human Rights Code s. 10. For example, "perfect for one person" is safer than "perfect for a single woman." Focus on the property, not the occupant profile.
Yes. If your strata bylaws impose restrictions — such as no short-term rentals, no more than two occupants per bedroom, or specific pet rules — you may and should disclose these in the ad. This helps filter applicants who cannot comply and protects you from disputes later. Disclosing strata rules is practical and transparent, not discriminatory.
Start with a diagnostic, not a price cut. Check: (1) Are you on all four platforms? (2) Do you have 10+ photos and a video walkthrough? (3) Is your pre-screening form live and your auto-response set up? (4) Are you responding to inquiries within a few hours? (5) Is your rent within 5% of current comparable listings? If all five are in order and you are still not getting quality applicants after 30 days, consider offering one free month on a 12-month lease rather than dropping the base rent permanently.