Welcome to one of the most challenging rental markets we’ve seen in years. If you're a landlord or real estate investor in Southwest Florida—or really, anywhere feeling the pressure—you’ve probably asked:
“Why isn’t my property renting?”
“What can I do differently to attract good tenants—fast?”
The good news? There are proven strategies to fill your vacancies in 90 days or less, even during a downturn.
I’m Michael McVety, President of Red Fortress Property Management. I’ve been a landlord and property manager for nearly 30 years, and I don’t just talk theory—I live this. I use the same systems on my own rental properties that we use for our clients. This blog is built from a recent session I hosted, where I shared the exact tactics we’re using right now to beat the slump and protect your cash flow.
If you want helpful tips that do not include internet marketing, check out my previous video here:
🔥 The Big Picture: Why Rentals Are Sitting Longer in 2026
Before we jump into tactics, let’s acknowledge the elephant in the room:
Vacancy rates are up.
Leads are down.
Renters are more cautious—and more informed—than ever.
From new regulations to builder incentives, market saturation, and tighter consumer budgets, the playing field has changed.
But here's the reality most landlords miss: it's not just the market—it's the marketing.
🧠 Strategy #1: Price for Speed, Not Pride
Let’s talk about lost rent—the silent killer of your ROI.
“If you hold out for top dollar, you might lose thousands more than you gain.”
Example:
Asking rent: $1,800/month
Time on market: 2 months
Total lost rent: $3,600
Annualized loss: $300/month
If you had priced it at $1,500 and rented it immediately? You’d be ahead financially and attract tenants more likely to stay long term.
Expert Insight:
“There’s no difference in how we market your rental and how we market mine—so if I’m dropping price to avoid vacancy, you can bet it’s a strategic move.” — Michael McVety
🔑 Takeaway: Price to fill quickly and minimize vacancy. Don’t forget to factor in utilities, lawn care, insurance risks, and general wear when a property sits empty.
🌐 Strategy #2: Use Paid Advertising on the Right Rental Sites
Free listings don’t cut it anymore. Renters are bombarded with listings—and most never even see yours unless you're paying to play.
🏆 Top Performing Rental Sites:
Zillow (with Trulia + HotPads) – 245M+ visits/month
Apartments.com (with ForRent + Homes.com) – 151.5M+
Realtor.com – 86M+ (through network)
Zumper – 178M+ (global)
Redfin – 55M+
We advertise on all of them—but not just the free version. We pay for enhanced visibility that gives our clients:
Priority placement
Verified badges for trust
No competing ads cluttering their listings
Automated follow-up emails that keep renters engaged
🧪 Proof it Works:
One of our internal dashboards showed that just from Apartments.com, we were getting:
4+ phone calls/day
2+ emails/day
1+ visit to our property website/day
Imagine that multiplied across multiple platforms. Now imagine your listing is buried beneath the paid ads. That’s why DIY landlords need to consider paying for exposure.
📲 Strategy #3: Track, Follow Up, and Convert Leads
Your marketing doesn’t stop at the listing—it’s only the beginning.
In a down market, leads often:
Browse but don’t apply
Submit interest on multiple platforms
Use masked or third-party email addresses (like Zillow-generated ones)
You need to track where every lead comes from and follow up fast and frequently. At Red Fortress, we:
Use software to consolidate and monitor leads from dozens of sites
Call, email, and text leads— multiple times
Offer in-office application support to build trust and being helpful in the process
Track conversion metrics so we know what’s working
💡 Pro Tip for DIY landlords:
Don’t assume every inquiry is serious. People often ghost or change their minds. But if you follow up the right way? You can turn maybe into move-in.
⚠️ Bonus Insight: Visibility Is About More Than Views
Here’s a quick before-and-after snapshot of a property we marketed:
Feature | Basic Ad | Paid Ad |
Verified badge | ❌ | ✅ |
Competing property ads | ✅ | ❌ |
Direct link to property site | ❌ | ✅ |
Local branding and trust cues | ❌ | ✅ |
Trust matters—especially with online rental fraud rising on sites like Craigslist and Facebook Marketplace.
📍 Local Note: Southwest Florida Updates for Landlords
Cape Coral Rental Registration: Now required for seasonal or annual rentals. Red Fortress handles this automatically for clients.
Here is the video with explanation: https://www.redfortresspropertymanagement.com/blog/how-to-avoid-1000-fines-under-cape-corals-2026-rental-property-registration-law
New Flood Disclosure Rule (FL): All landlords must notify tenants of known flood history. We have a full blog + video guide on this. Here is the video:
Here is the video with explanation: https://www.redfortresspropertymanagement.com/blog/what-is-the-new-florida-flood-disclosure-law
Seasonal Market Trends: 2026 has seen a softer seasonal rental demand, especially due to international regulations (like Canadian background checks).
👀 What Tenants Are Seeing (And Why It Matters)
Thanks to platforms like Zillow and Apartments.com, tenants receive daily property suggestion emails. That means:
They know what you’re charging
They can see if someone else is offering a better deal
They’ll question your pricing if it doesn’t align with the market
This also means that if your current tenants see your new listings priced lower… they may ask for a reduction.
💬 “Do I need to move next door to get that rate?”
Avoid turnover by being proactive about renewals.
🧩 Final Thoughts: Down Markets Demand Proactive Moves
Renting in a down market is hard—but not impossible. The winners are landlords who:
Price competitively and strategically
Invest in high-visibility online marketing
Follow up relentlessly and build trust
If you’re doing it yourself, just know: it’s not just about putting your listing online. It’s about understanding how renters think, and how platforms work behind the scenes.
If you're overwhelmed or just tired of guessing, Red Fortress can help.
❓FAQ: Renting in a Down Market
Q: What’s the average time to rent in Lehigh Acres or Cape Coral right now?
A: Typically 30–45 days. If your property has been on the market longer without serious inquiries, it’s likely a pricing or visibility issue.
Q: Are free sites like Craigslist or Facebook still worth using?
A: Use with caution. These platforms are flooded with fraud, and many property managers no longer post there. If you do, watermark everything and never skip ID verification.
Q: How much does paid advertising cost?
A: It varies by platform and location. Zillow and Apartments.com offer pricing tiers. The ROI is significant.
Q: What if my current tenant in a multi-family sees my new listing at a lower price than theirs?
A: Be proactive. Have honest conversations and offer retention incentives. It’s cheaper to keep a good tenant than to turn the unit.
Q: What’s the best first step if my unit isn’t renting?
A: Run a new rent analysis. Then upgrade your listings to premium visibility. If leads aren’t coming in within 7–10 days, reassess immediately and lower the rent (or do improvements).
