The goal of a rental listing isn't 80 messages in the inbox — it's 10 serious candidates you'll show. A poorly calibrated listing does the opposite: attracts the all-comers and scares off qualified profiles who don't see themselves in the copy.
This article gives the complete structure of a converting listing, words to favour, words to avoid (legally and strategically), and silent mistakes that hurt your results.
The converting listing structure
A good listing follows a predictable structure. Serious candidates scan — they don't read everything. Give them the right signals in the right order:
- 1TITLE — type, size, area, unique hook (e.g. 'Renovated 4½ condo, balcony, near Cartier metro')
- 2HOOK — 1-2 sentences summarizing what's unique
- 3PRACTICAL DETAILS — approximate address, floor, size, bedroom count
- 4INCLUSIONS — what's included in rent (heat, water, electricity, internet, appliances, parking)
- 5NEIGHBOURHOOD — key distances (metro, schools, parks, groceries) in metres or minutes
- 6AVAILABILITY — move-in date, desired lease length
- 7REQUESTED QUALIFICATIONS — credit check, references, income proof (clear and neutral mention)
- 8PHOTOS — min 8, in logical visit order
- 9CALL TO ACTION — how to apply, what docs to attach in first message
Words that attract good profiles
| Word/phrase | Effect on serious candidate |
|---|---|
| 'Credit check requested' | Filters candidates avoiding verifications |
| 'Prior-landlord references' | Signals a structured process |
| 'Quebec standard lease' | Indicates compliance and professionalism |
| 'By-appointment viewings' | Filters tire-kickers and non-committed |
| 'Non-smoking unit' | Clear preference upfront |
| 'Documentation required with application' | Separates candidates ready to engage |
Words to ban (legally and strategically)
In Quebec, the Charter protects several characteristics. Any listing mention that implicitly excludes a protected group can trigger a CDPDJ complaint and engage your liability.
Mentions to avoid (negative signal to serious candidates)
- 'Ideal tenant' without specifying criteria — vague and suspicious
- 'No pets' alone (prefer 'pet policy to discuss') unless a firm condo bylaw
- 'For workers only' — indirectly excludes students, retirees, beneficiaries
- 'Viewings on weekends only' — drastically limits the pool
- 'First come, first served' — disqualifies your process for serious profiles wanting real selection
The title: your only click argument
On Kijiji, Marketplace or Centris, users see 30-100 listings before clicking. Title is your only chance to be chosen.
Effective formula
[Unit type] + [size] + [differentiating feature] + [area or landmark]. Examples:
- 'Renovated 4½ condo, sunny balcony, NDG near park'
- '5½ duplex with fenced yard, Rosemont — 5 min metro'
- 'Modern bright 3½, Brossard near REM Du Quartier'
- 'Family 6½, 2-car garage, Sainte-Rose near schools'
Description: well-scanning structure
On mobile, 80% of candidates read the first 3 lines and scan the rest. Adapt:
- Sentence 1: what makes this unit unique (light, terrace, renovation, view, quiet, etc.)
- Sentence 2: the key combination (size + area + price)
- Bullet lists for details (inclusions, distances, equipment)
- Clear 'How to apply' section at the end
Pre-qualification filtering
Clearly state in the listing what you'll ask candidates. This filters 70-80% of non-serious candidates upfront:
10 mistakes that hurt a listing
- 1Photos taken vertically with phone, poorly lit, cluttered.
- 2No address even approximate — good profiles don't contact a 'secret' unit.
- 3No clear inclusions — each candidate has to ask, filters out serious ones.
- 4No availability date — feels vague, suspicious.
- 5'Negotiable' price — attracts negotiators, not serious tenants.
- 6Too many exclamations and emojis — instantly de-professionalizes.
- 7Block description with no spacing — lost on mobile.
- 8Mention of protected criteria (age, children, etc.) — illegal and scares off.
- 9No 'verification + references' mention — signals lax process.
- 10No clear way to apply — forces asking, filters out best candidates.