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Military families are frequently on the move and regularly searching for military homes for rent, making them great candidates for your rental property if you're located near a military installation. Military renters have a few low-risk characteristics that make them desirable tenants, but to get them, landlords have to know how to market to them.
Not sure where to start? Here’s what landlords need to know about marketing and renting your home to military families.
What Landlords Should Know About Military Renters
Military families have a few characteristics that set them apart from the general population. Understanding how they’re different and what they’re looking for can help landlords market more efficiently to them.
1. Military members often want to live near their assigned installation.
When a service member is looking for military housing off base, it's a good idea to help them know the commute by describing the drive time and the number of miles away. Adding details like, “the home is 10 minutes from Fort Bragg’s All-American gate” helps renters picture their everyday commute. The more information provided, the faster the tenants come.
Don’t worry if the home is a bit of a drive from the installation. While many want a quick commute, others appreciate the separation and embrace the remoteness. Be sure to mention positive aspects about larger lots, a calm and quiet community, or highly rated schools for kids.
2. Military members often base their rental budget on their BAH.
Service members are given a Basic Allowance for Housing (BAH) that they often use to fuel their home search. The good news is these numbers are published online (click the link above to find the BAH for your area). Pricing military homes for rent at these rates makes it attractive to the military population.
3. Military renters are often low risk.
Because their BAH is published online, landlords know they’re getting paid a specific amount each month. Once provided with the service member’s Leave and Earning Statement (LES), the landlord can rest assured that the military renter will receive a set income, regardless of their credit score.
4. Military families move frequently and adhere to strict and short timelines.
The fast-paced military life works both ways. Families are quick to secure a home and take the rental off the market quickly, but most move every few years. While a landlord might lose a tenant when their military renter receives Permanent Change of Station (PCS) orders, finding new tenants should be easier when the rental is located near a military base.
5. Many service members are also homeowners.
Military members keep their purchased homes for many reasons, including an investment opportunity, the chance to return later, or because of a slow market. This means they may be renting out their own property in another state. As experienced landlords themselves, they know what it's like to leave an investment in the hands of others and should care for the home as if it's their own.
6. Military families come in all sizes, but they often have children.
Advertise any kid-friendly details, like proximity to local schools, parks, and after-school activities. If the home has amenities like a playground or pool, add those details as well. Finally, describe the bedrooms and bathrooms accurately, including measurements, in case children share them.
Military renters are looking for qualities like spacious, accommodates bunk beds, Jack and Jill bathroom, and any other terms that suggest lots of space for kids.
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How to Create an Ad That Appeals to Military Renters
Now, how does a landlord capture a military family’s attention? Understanding the demographic isn’t enough. Landlords must present their rental property in a way that stops the scroll and causes prospective tenants to click the Email Advertiser button. Here’s how to make a military home for rent ad pop.
Feature the Best Photos of Your Rental
Real estate professionals know that photos are among the most effective selling tools to market a rental home. Pictures should showcase the property in the best possible light. This means natural daylight and a horizontal orientation. No details are too small. Potential tenants will repeatedly revisit the photos to check out details like overhead lighting and the condition of the appliances.
Create a Military-Friendly Description
Along with details like kid-friendly features and proximity to the nearby military installation, describe what kind of atmosphere the home offers.
Is it great for hosting get-togethers or guests? Is there additional space for a home gym or an at-home office? Does it offer incredible outdoor space to take advantage of the area’s favorable weather? Landlords should write from personal experience, sharing what features they love about the home.
Include phrases like military clause, military discount, refundable pet deposit, and flexible lease terms.
Make the Rental Home Visible
Along with affordable online ad packages, MilitaryByOwner offers bright yellow yard signs to help passersby identify the property from the street. Just as online listings attract potential tenants looking long-distance, neighbors will see the sign and pass along the information to friends and coworkers. In a military-populated area, these signs are a great way to spread the word among the community.
Marketing with Military Families in Mind
1. Use MilitaryByOwner.
The good news is MilitaryByOwner can help guide landlords through the advertising process and get the property in front of the military renter demographic. Plus, many have fantastic relationships with the tenants found through MilitaryByOwner.
Here’s what one happy client had to say:
"I have been a happy and satisfied customer of MilitaryByOwner for over 10 years, and the customer service and quality tenants I have had couldn't be better.” -Sanders Moody
2. Get acquainted with the military housing office.
Head to the local military housing office to ask if they’ll put a hard copy of your home advertisement on display. Landlords can also request to be included on their list of military-friendly renters in the area, as many offices keep that information handy for incoming military families.
3. Post a link to the listing on social media.
Join local groups to share a rental listing near a particular military installation or ask to join national groups like Military PCS, where landlords can get more acclimated with the military community and share specific events like open houses.
Being mindful of military renter characteristics makes marketing to this unique community much easier. Combine these tips with a MilitaryByOwner ad, and the home will pop up in front of military members moving to the area in no time.
With some effort and help from MilitaryByOwner, your home advertising engagement can increase from a slow trickle to a steady stream of reliable tenants for your property. For more information on becoming a landlord, get our free guide below.
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