How to Advertise Your Rental Property in California

California’s rental market is as diverse as the state itself. From bustling cities like San Francisco and Los Angeles to laid-back beach towns and quiet inland suburbs, each region attracts a different type of renter—and requires a slightly different advertising approach.

Whether you’re listing a high-rise apartment in San Diego, a single-family home in Sacramento, or a student rental near UC Berkeley, effective advertising helps you reduce vacancies and connect with the right tenants faster. But in a state with strict rental laws, high expectations, and tech-savvy renters, it takes more than just uploading a few photos to Zillow.

In this guide, we’ll walk through how to prepare your California rental, where to advertise it, and how to craft a listing that stands out in one of the most competitive markets in the country.

Preparing Your Rental Property for Advertising

Before you post your listing, make sure your property looks the part. Renters in California expect clean, move-in ready units—and professional presentation matters.

Start with the basics:

• Repair anything broken: leaky faucets, loose door handles, cracked tiles
• Deep clean the entire unit, including floors, windows, baseboards, and outdoor areas
• Stage the space if it’s empty—even a few simple touches like clean towels or fresh plants can help

Take high-quality photos:

• Use natural light where possible
• Shoot wide-angle images of each room
• Highlight features like balconies, views, or updated kitchens
• Include exterior shots, especially if you have a private entrance, driveway, or yard

California-specific features to emphasize:

• Air conditioning or ceiling fans (especially in Southern California and inland cities)
• EV charging outlets or solar panels
• Water-saving fixtures and drought-tolerant landscaping
• In-unit laundry and secured parking (often top priorities in urban areas)

Where to Advertise Your California Rental

To attract qualified renters quickly, you need your listing to show up where people are actively searching. In California, renters rely on national platforms and localized Facebook groups or university boards to find housing.

Here’s where to post:

Zillow Rental Manager

Extremely popular across California. Zillow listings also appear on Trulia and HotPads. The first property is usually free; additional listings may require a weekly fee.

Apartments.com

Ideal for professional listings, multifamily buildings, and long-term tenants. Allows for 3D tours and amenity filters.

Craigslist California

Still relevant, especially in cities like Los Angeles and San Francisco. Include real photos and specific details to build trust.

Facebook Marketplace + Housing Groups

Excellent for neighborhood-level reach. Look for local groups like “San Diego Rentals” or “Bay Area Housing.”

University Housing Boards

For college towns like Davis, Berkeley, or Santa Barbara, list on university-approved off-campus housing sites.

Hemlane

A property management platform that lets you post once and syndicate your listing across major websites, all while managing leads, screening tenants, and organizing your process.

Rental Listing Platform Comparison

How to Write an Effective Rental Listing

In a competitive market like California, renters don’t waste time on vague or confusing listings. A strong rental ad should be detailed, honest, and easy to skim—especially on mobile.

Start with a strong headline

Include the number of bedrooms, location, and a top-selling feature.

Examples:

• Spacious 2BR Apartment in Oakland with In-Unit Laundry & Parking
• 1BR Santa Monica Studio – Steps from the Beach, Pet Friendly

Write a clear description with essential details

Break your listing into short paragraphs or bullet points. Include:

• Rent amount and security deposit
• Number of bedrooms and bathrooms
• Square footage (if available)
• Lease length and move-in date
• Parking availability
• Pet policy
• Included utilities or services
• Laundry setup (in-unit, on-site, none)
• Any standout amenities (balcony, AC, solar, EV charger)

Use quality photos

Include 8–12 images showing each major room, any outdoor space, and the building exterior. Natural light is key—especially in apartments or urban settings.

Extra tip: Use keywords renters are likely searching for in California, like:

• “Rent-controlled unit”
• “In-unit laundry”
• “Central AC”
• “EV charger”
• “Private balcony”

Including these terms helps your listing appear in filtered searches.

Legal Requirements When Advertising Rentals in California

California has some of the most robust tenant protection laws in the country. Make sure your ad complies with both federal and state rules.

Avoid discriminatory language

Under the Fair Housing Act and California's Unruh Civil Rights Act, you cannot reference race, religion, age, family status, gender, disability, or source of income. Even phrases like "perfect for a single professional" or “no kids” can be considered discriminatory.

Do not write "no Section 8"

In California, it’s illegal to reject applicants based on source of income—including housing vouchers.

Disclose fees and required terms

California law requires transparency around:

• Application fees (must be reasonable and cannot exceed state limits)
• Security deposits (capped at 1x or 2x rent, depending on whether the unit is furnished)
• Rent control (mention if the unit is subject to local ordinances)

Be accurate and honest

Misrepresenting the property or omitting critical details can be considered deceptive advertising. Always be truthful about the condition, features, and terms.

Local ordinances matter

Cities like Los Angeles, San Francisco, and Berkeley have additional rules around disclosures, rent caps, and tenant rights. If your rental is in one of these areas, double-check local requirements before publishing your ad.

California City-Specific Advertising Tips

Each region of California has a unique rental market and renter expectations. Tailor your listing accordingly.

Los Angeles

• Emphasize off-street parking, laundry, and air conditioning
• Mention access to major freeways or Metro lines
• Highlight soundproofing or quiet units in busy neighborhoods

San Francisco

• Proximity to public transportation (BART, Muni) is a major draw
• In-unit laundry and rent control are highly valued
• Be upfront about square footage and stair access (many units are walk-ups)

San Diego

• Highlight natural light, coastal breezes, and patio space
• Mention neighborhood walkability and beach proximity
• Pet-friendliness and AC are major pluses

Sacramento & Central Valley

• Showcase affordability compared to coastal cities
• Family-friendly features like yards and garage parking perform well
• Emphasize newer builds or energy efficiency in high-heat areas

College Towns (Davis, Santa Barbara, Chico, Berkeley)

• Highlight walkability to campus, Wi-Fi, and lease flexibility
• Mention furnished options or roommate-friendly layouts
• Be specific about student-related rules (e.g., quiet hours, max occupants)

Advanced Advertising Strategies

Want to get more eyes on your listing—and better tenants applying? These advanced tactics can give your property an edge in California’s competitive market.

Use a multi-channel approach

Don’t rely on just one platform. Instead, list on multiple websites (Zillow, Apartments.com, Facebook Marketplace, etc.) to maximize exposure. Property management platforms like Hemlane simplify this by syndicating your listing across dozens of major platforms with a single post.

Target renter-specific keywords

Use keywords renters are actively searching for in your listing title and description:

• “In-unit laundry”
• “EV charging station”
• “Pet-friendly”
• “Near BART / Metro”
• “Central AC” or “Solar included”

Offer flexible or seasonal lease terms

In markets with lots of students or short-term professionals (like college towns or Bay Area tech hubs), flexible lease terms can attract more interest. Month-to-month, furnished, or mid-term rentals are becoming more popular.

Add a video tour or virtual walkthrough

Out-of-town renters are common in California. A 2–3 minute video or 3D tour helps prospects “see” the property and increases trust. It also reduces the need for in-person showings.

Emphasize eco-conscious features

With California’s emphasis on sustainability, renters often care about:

• Energy-efficient appliances
• Solar panels
• Drought-tolerant landscaping
• Smart thermostats

Highlighting these in your ad can help you attract environmentally-minded tenants—and justify a higher rent.

Sample Rental Listing Template

Here’s a customizable example you can use as a starting point:

1BR Apartment in Santa Monica – Walk to the Beach + In-Unit Laundry

Available August 1 – $2,450/month – Santa Monica, CA

Bright and modern 1-bedroom apartment just 3 blocks from the beach. This unit features hardwood floors, an updated kitchen with stainless steel appliances, and a spacious living area with large windows for natural light.

• 650 sq. ft.
• In-unit washer and dryer
• Assigned garage parking
• Gated entry and secure building
• Cat-friendly with deposit

Lease TermsRent: $2,450/monthDeposit: $2,450Lease Length: 12 monthsUtilities: Tenant pays electricity and internetMove-in date: August 1Contact: beachlivingla@email.com | (310) 555-2345

How to Handle Inquiries After Advertising

Once your listing is live, strong follow-up is essential to convert interest into signed leases.

1. Respond quickly

Aim to reply to inquiries within 24 hours. In competitive areas, slow response times often mean losing out on serious renters.

2. Ask pre-screening questions

Before setting up a tour, ask:

• Desired move-in date
• Number of occupants
• Pets?
• Income source/employment

This helps ensure compatibility and saves you time.

3. Offer flexible showing options

If you're out of town or managing remotely, consider:

• Virtual showings over Zoom or FaceTime
• Pre-recorded video walkthroughs
• Lockboxes or digital entry for self-guided tours (with proper vetting)

4. Track inquiries

Use a spreadsheet or a tool like Hemlane to track:

• Contact info
• Screening responses
• Showing appointments
• Application status

Keeping organized helps you avoid missing out on a good applicant.

Common Advertising Mistakes to Avoid

Avoid these pitfalls to improve your chances of filling your California rental quickly and legally.

• Low-quality or missing photos: Listings with poor lighting or too few images tend to get skipped. Include 8–12 high-quality, well-lit photos.
• Missing key details: Don’t forget to include the monthly rent, lease length, pet policy, and whether utilities are included.
• Using restricted language: Phrases like “no Section 8,” “ideal for single professionals,” or “no children” violate California’s Fair Housing laws and can result in fines.
• Not emphasizing local perks: Parking in LA? Walkability in San Francisco? Highlight what makes your unit desirable in that specific area.
• Setting the wrong price: Research local comps before setting your rent. Overpricing—even slightly—can lead to weeks of vacancy in fast-moving markets.

Should You Hire a Professional?

Not every landlord has the time (or desire) to manage the advertising process. Here are your options:

Hire a property manager

A full-service property management company can:

• Advertise your rental
• Show the unit
• Screen tenants
• Handle lease signing and ongoing communication

This is a great option if you live out of state or manage multiple units—but comes with management fees (typically 8–10% of monthly rent plus a leasing fee).

Work with a California-licensed real estate agent

Some agents offer leasing services and can help advertise, show, and place tenants. This works best if you just need help finding someone—but want to self-manage afterward.

Use a platform like Hemlane

For DIY landlords who want support, Hemlane is a cost-effective alternative. You can:

• List your property across 30+ websites
• Automatically track leads and follow up
• Pre-screen tenants
• Schedule showings—even remotely
• Get access to local leasing agents if needed

It’s ideal for landlords who want to stay in control—but don’t want to manage everything manually.

Final Thoughts

California’s rental landscape is fast-moving, competitive, and highly localized. Whether you're listing a beachside studio in Santa Barbara or a duplex in the Central Valley, successful advertising comes down to preparation, transparency, and smart platform use.

A well-written listing with strong photos and clear terms helps you stand out in crowded markets—and thoughtful follow-up ensures you find the right tenant quickly. Whether you’re managing one unit or multiple properties, having the right tools in place makes all the difference.

Simplify Rental Advertising with Hemlane

Hemlane makes it easy to advertise your rental property across 30+ websites, screen tenants, and manage the entire leasing process from one platform.

Start your free 14-day trial today!

Frequently Asked Questions

What is the best way to advertise rental property?

The best approach is to list on multiple platforms (like Zillow, Apartments.com, and Facebook Marketplace), include high-quality photos, and write a clear, detailed listing. Using a syndication tool like Hemlane can save time and increase visibility.

What is the 1% rule for rental property?

The 1% rule suggests your rental property should generate monthly rent equal to 1% of its purchase price. For example, a $300,000 property should ideally rent for $3,000/month. This is a quick way to evaluate rental income potential, but not always achievable in high-cost states like California.

Where do most people post their rentals?

Most landlords use Zillow, Apartments.com, Craigslist, and Facebook Marketplace. In college towns, university housing boards are also popular. Many landlords use property management platforms to syndicate listings across multiple sites at once.

What adds most value to rental property?

In California, renters prioritize features like in-unit laundry, air conditioning, parking, updated appliances, and energy-efficient upgrades. Proximity to public transportation and walkability also add significant value in urban markets.

Can I advertise my rental on Zillow for free?

Zillow typically allows one free listing per account. Additional listings or renewals may require a weekly fee. Listings are also syndicated to Trulia and HotPads for added exposure.