Writing an effective real estate ad: the key elements to highlight
Writing an effective real estate ad is the key to selling or renting faster.
💡 Practical advice: 6 to 10 well-chosen photos are enough for a balanced ad — beyond that, the reader loses interest.
At Beanstock, we can help you with the creation of attractive photos for your future tenants!
The elements to be mandatory on a real estate listing
Writing an attractive ad is good. But it must also be compliant with the law. In France, several texts regulate the publication of real estate ads to protect the consumer and ensure market transparency.
Omitting certain information or being inaccurate can lead to penalties — especially in the event of a check by the DGCCRF or a dispute with the tenant.
Compliance with the ALUR law and ELAN law
Two main laws govern real estate advertisements:
The ALUR law (2014), which strengthened transparency in real estate transactions.
The ELAN law (2018), which introduced new mandatory mentions and strengthened the rules regarding rent regulation.
Every ad must clearly mention:
The type of property (apartment, house, studio, etc.)
The living area (Carrez law or Boutin law as applicable)
The monthly rent amount, charges, security deposit and fees
The energy performance diagnosis (DPE) and greenhouse gas emissions (GES)
The geographical area (city, district, neighborhood)
And, if applicable, the rent control if the property is located in an affected area (Paris, Lille, Lyon, Bordeaux, Montpellier...).
💡 Good to know: an incomplete or misleading ad can be penalized by an administrative fine (up to €3,000 for an individual and €15,000 for a professional).
Avoiding discrimination
Since the law of July 6, 1989, any discrimination in the rental or sale of a property is strictly prohibited. This particularly concerns mentions or formulations related to:
Origin, gender, family situation, age, or religion,
Health status, disability, or sexual orientation of the potential tenant.
For example, it is illegal to write:
"Ideal apartment for young couple without children" or "No pets allowed".
Instead, focus on objective criteria: the property, its characteristics, and the conditions of the contract.
💡 Professional advice: prioritize neutrality and accuracy. By remaining factual, you strengthen your credibility and avoid any legal risks.
The choice of the broadcasting platform to gain visibility
Even the best ad loses all its impact if it is not visible. The distribution is therefore the last key step of an effective strategy: it determines how quickly you will find a tenant or a buyer.
Choosing the right channels ensures that your ad reaches a targeted, qualified, and responsive audience.
The general platforms: massive visibility
General real estate portals like Leboncoin, SeLoger, Logic-Immo, or PAP are essential.
They provide national visibility and attract millions of visitors each day. These platforms are perfect if you are looking to reach a broad audience and to accelerate the connection with candidates.
The specialized platforms: targeting the right tenant profile
Some sites focus on a specific type of audience:
Studapart, LocService, or Appartager for shared housing and students.
Bien’ici or Green-Acres for high-end properties or abroad.
Airbnb, Booking, or Abritel for short-term rentals.
Using multiple channels simultaneously allows you to optimize your occupancy rate and diversify candidate profiles.
Although often overlooked, social networks are used by many landlords to post their ads, thereby generating a powerful word-of-mouth effect. So grab your phones, share in your stories, and maybe your future tenant is already out there!
Our best advice: use multiple channels to increase your chances of finding a tenant!
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