Canada’s rental market is shifting, and it’s shifting fast. With nearly 40,000 new purpose-built rentals expected in 2025 according to a recent Yardi’s Canadian multifamily real estate market analysis, housing providers face more competition than ever. At the same time, demand is growing in surprising places. RentCafe.com’s Q1 2025 renter interest report shows that Saskatoon, Moncton and Winnipeg saw the biggest jumps in online apartment searches at the start of this year. As inventory and renter expectations rise, a strong marketing strategy isn’t optional, it’s essential.
Be everywhere renters expect you to be
A recent national survey conducted by simplydbs and Yardi found that 92% of Canadian renters want to see listings on a property-specific website while 76% still value ILS sites during their rental journey. ILS platforms help renters discover you, but your website helps them decide. Having both ensures you reach renters early and leave a strong impression.
Show, don’t just tell
Renters today expect a full visual experience before they ever step foot on a property. A separate RentCafe.com survey found that 78% of renters value high-quality photos, 84% value detailed floor plans and 68% say virtual tours help them make faster decisions. In one case, a property that implemented virtual tours saw a 2.6x higher conversion rate, according to LCP Media.
Your website should go beyond basic info. It should reinforce your brand, communicate your value and guide renters through next steps, whether that’s booking a tour, starting an application or contacting your team. Seamless design and intuitive navigation make a big difference here.
Photos should reflect what renters will actually see, clean, well-lit spaces that give a sense of scale and livability. And don’t underestimate the value of a well-produced tour video, especially in a competitive market.
If your listings don’t clearly show what a renter can expect, and how they’ll feel living there, you’re likely to lose them to a competitor who does.
Fast answers win leases
Beyond visuals, responsiveness is key. The simplydbs and Yardi survey revealed that 87% of renters expect to hear back from a property within 24 hours of reaching out. Built-in email and SMS templates, scheduled follow-ups and a centralized CRM queue make it easier for property managers and their teams to stay on top of every lead. These tools help ensure timely responses, consistent messaging and no missed opportunities, even during the busiest leasing seasons.
Timely replies build trust, especially with younger renters who are used to on-demand digital interactions. Whether it’s a text, email or phone call, showing up quickly tells renters you value their time.
Marketing that pays off
Better marketing isn’t just about brand perception. It can deliver real returns. According to a Greystar case study by LCP Media, they reduced their average vacancy by five days, a change that translated to $37,895 in additional annual revenue per property. These results weren’t from a full rebrand or massive investment. They came from smarter marketing powered by visuals, automation and strategy.
Let technology do the heavy lifting
Still, many providers are struggling to keep up. The simplydbs and Yardi survey found that 57% of respondents don’t have the in-house resources to manage their marketing effectively. Fortunately, you don’t need to do it all yourself. Many platforms now include AI tools that automatically write listing descriptions, optimize content for search and syndicate across channels. External partners can also provide media, manage advertising campaigns and guide your strategy, giving you more time to focus on operations.
In today’s rental market, marketing isn’t a back-office function. It’s a frontline differentiator. With the right tools and tactics, you can attract more renters, fill units faster and reduce costly vacancy.
Want to market smarter and reduce vacancy faster? Visit YardiBreeze.ca.
