The market doesn't lease based on emotion. It leases based on value.
A Conversation with Cheryl Warren, Broker/Owner of RuBec Properties
One of the most common questions rental property owners ask is:
"Why isn't my property renting?"
Many owners assume the answer is simple: "It's the market."
According to Cheryl Warren, Broker/Owner of RuBec Properties, vacancy is rarely caused by a single factor.
"There could be several issues," Cheryl explains. "There is usually not just one issue. It could be pricing, the way the property looks, market conditions, or a combination of factors."
We sat down with Cheryl to discuss the most common reasons rental properties remain vacant and what owners can do to improve leasing performance.
Q: When a rental property is sitting vacant, what's usually the real issue?
Cheryl Warren:
There isn't always one specific issue. Vacancy can be caused by several factors working together.
It may be pricing. It may be the condition of the property. It may be how the property is being marketed. It can also be influenced by the market conditions in the area where the property is located.
Owners often focus solely on what they want to receive in rent, but successful leasing requires looking at the complete picture.
Q: Are owners typically surprised by what the actual problem is?
Cheryl Warren:
I don't know that they're surprised as much as they may not be aware of all the factors that impact a rental property's success.
Many owners are naturally focused on the financial side and determining a rental amount. However, pricing is often only one piece of the equation. Presentation, accessibility, marketing, and market demand all play important roles as well.
Q: How often is pricing the issue versus the actual condition of the property?
Cheryl Warren:
Quite often.
Many owners simply don't know how to determine an appropriate market rental rate or where to find reliable rental data.
Sometimes there is more emotion involved in setting the rent than actual market facts. Unfortunately, properties don't lease based on emotion. They lease based on what the market is willing to pay.
The rental process is fact-based. If a property is priced above market value, prospective residents will simply move on to other available options.
Q: What are some signs that a rental property may be overpriced?
Cheryl Warren:
The biggest indicators are a lack of activity.
If you're not getting showings, inquiries, calls, emails, or applications, that's usually a strong sign that the rental rate may not be aligned with the market.
When prospective renters aren't engaging with the listing, pricing should be one of the first things reviewed.
Q: Let's talk about presentation. How important are professional photos and listing quality?
Cheryl Warren:
It's extremely important.
Most people are visual. The photos need to accurately represent the property and help prospective renters imagine themselves living there.
The property should be clean, fresh, and well-maintained before photographs are taken. Fresh paint, cleanliness, and attention to detail matter.
For rentals specifically, I generally don't recommend heavy staging. Prospective residents want to envision their own furniture and belongings in the space. The goal is to help them see themselves at home there.
Q: What immediately turns prospects away during a showing?
Cheryl Warren:
Several things.
For single-family homes, poor landscaping can create a negative first impression before a prospect even enters the property.
Once inside, odors, dust, lack of cleanliness, visible maintenance issues, malfunctioning appliances, pests, or signs of neglect can quickly discourage someone from moving forward.
The property needs to feel clean, cared for, and move-in ready.
Q: What makes a prospect feel confident enough to apply?
Cheryl Warren:
Presentation is certainly important, but so is the leasing experience itself.
Prospective renters want information quickly. They want answers to their questions. They want the application process to be straightforward and easy to complete.
We live in a world where people are accustomed to immediate access to information. If obtaining details about the property becomes difficult, many prospects will simply move on to another option.
Q: What role does marketing play in getting a property leased quickly?
Cheryl Warren:
Marketing plays a major role.
Marketing isn't just advertising. It includes how the property looks, how it's presented online, and how easily people can find it.
Today's renters are searching online. The days of relying on flyers and paper advertisements are largely gone.
Properties need to be visible on the platforms renters actually use. They need quality photography, accurate descriptions, and broad exposure across multiple channels.
The more visibility a property has, the more opportunities there are to generate qualified interest.
Q: What mistakes do owners make when trying to market rentals themselves?
Cheryl Warren:
The biggest mistakes usually come back to the same themes: condition, pricing, and accessibility.
The property may not be properly prepared for showings. The rental rate may not be aligned with the market. Or the owner may not have an efficient process for showing the property.
Prospective renters need convenient ways to view the home. If scheduling becomes difficult or access is limited, opportunities can be lost very quickly.
Q: How important is speed when responding to leads and inquiries?
Cheryl Warren:
It's extremely important.
The rental market is very competitive, and there are many available options for prospective renters. It's the old saying: the early bird gets the worm.
If you're not responding quickly, another property owner or management company will.
Q: What's the hardest conversation you sometimes have with owners regarding vacancy?
Cheryl Warren:
Helping owners understand what the market is telling them.
Sometimes that means discussing improvements needed to make the property more appealing. Other times it's having a conversation about rental pricing.
The market ultimately determines what a property can command in rent.
Owners may have financial goals they want to achieve, but if the rental rate exceeds what the market will support, the property may sit vacant and generate no income at all.
Often, receiving slightly less rent is better than receiving no rent.
Q: Do owners sometimes unintentionally prolong the vacancy process?
Cheryl Warren:
Absolutely.
Not because they're doing anything wrong intentionally, but because they may not fully understand the rental market or leasing process.
That's one of the benefits of working with a professional property management company. We help owners avoid costly mistakes and identify opportunities they may not even realize exist.
Rapid Fire with Cheryl
Biggest landlord mistake?
Ignoring the condition of the property.
Best upgrade for return on investment?
Updated kitchen appliances.
Most important leasing factor?
Ability to pay—not necessarily credit score.
Biggest renter turnoff?
A dirty home, bugs, odors, poor cleanliness, and neglected landscaping.
What should owners stop doing immediately?
Trying to do everything themselves.
Professional property management can help owners navigate pricing, marketing, leasing, maintenance, and resident communication more effectively.
Final Thoughts
Vacancy is rarely caused by a single issue.
Successful leasing requires the right pricing strategy, strong property presentation, effective marketing,
quick response times, and an understanding of current market conditions.
For owners struggling with vacancy, Cheryl's advice is simple: focus on the facts, understand the market, and don't be afraid to seek professional guidance.
Sometimes small adjustments can make a significant difference in leasing performance. If your rental property has been sitting vacant longer than expected, it may be time for a fresh perspective and a comprehensive leasing strategy.
RuBec Properties specializes in helping owners maximize rental performance, reduce vacancy, and create successful long-term investments.
