Showcasing your pet-friendly rental just got easier with our guide
The United States is short around 4 million units compared to the housing demand, according to Freddie Mac. That, combined with the sheer number of pet owners (almost 90 million), means it's easier than ever to find pet-loving long-term renters. But, that still requires landlords to think about how best to position their properties to be pet-friendly.
There are 239 million active social media users in the United States as of 2024, making social media one of the premier places to reach your target audience. In general, all rental properties should have a social media presence so that current residents can stay updated on community events. However, a secondary benefit is that prospective renters regularly check out social media. Be sure to post all of the pet-friendly amenities your community offers, and when showing day-to-day life, include photos and videos of residents and their pets.
Now that you’re adding pet photos to social media, consider adding them to your website. Amenities on a property are meant to be used, so have pets using the dog run or grooming stations. It’s a way for a prospective resident to envision what life could be like there. This is also an opportunity to showcase actual residents and their pets!
An open house for prospective residents is great, but allowing them to bring their pets is even better. You can offer tours, food, and beverages to help pet parents experience what life within your community is like. This also allows them to see how their pets react to the sights, sounds, and smells of the space.
Most community tours focus on the amenities for humans, but only sometimes for those that benefit pets. Whether a prospective tenant has pets or not, leasing agents should take them to the doggie pool, dog park, or bathing station. These spaces should also have their moment on virtual tours.
Just like you might offer your human residents a welcome packet, have something for their pets! This can be treats, coupons to local businesses, or swag with your community’s branding. It goes a long way in building relationships; others might see your name on a dog’s bandana on a walk and be curious.
Blogs communicate some of the most pressing topics and information that residents are after. Whether recommending the best walking trails or pet-friendly restaurants in the area, topics that pertain to pets show prospective residents that you’re going above and beyond toward pet-perfect territory.
Moving to a new area—whether across town or across the country—can be daunting. Providing information on local vets and other pet-friendly businesses can be a lifesaver. But, going a step further and partnering with vets or other local businesses to offer discounts to residents for services or products creates a tangible relationship that can be seen across the local community.
Rewarding your residents’ loyalty to your community is a great means of retention, whether through a points scheme or referral system. Plus, a referral system helps to bring in respectful tenants you can trust. If you have partnerships with local businesses, making qualifying purchases there can further contribute to a points-based rewards system. Prizes could be discounted pet rent, discounted treats, or a small gift.
Whether it’s a mobile groomer, vet, or pet trainer, welcoming local vendors regularly for residents to chat with and buy from shows residents that you’re willing to go the extra mile to create access for them.
The best way to do so is through highlighting all of the ways that your business is pet-friendly. That can include features like outdoor spaces, grooming salons on property, animal care nearby, etc.
In short, it's the promotion and selling of a product, place, or service to pet owners. While applicable to any animal, most pet marketing is towards pet parents of dogs and cats.
Millennials make up 32% of all U.S. pet owners, the largest age group compared to other generations. They’re followed by Baby Boomers and Gen X.
Facebook advertising does have ad targeting that focuses on pet owners and the traits and characteristics commonly found in those who own pets.
