When it comes to renting out properties, many landlords and property owners believe the Multiple Listing Service (MLS) is the best way to advertise vacancies. However, after conducting a thorough investigation, Red Fortress Property Management has proven that our marketing strategy reaches a broader audience and generates better results than MLS listings.
In this article, we’ll break down why MLS isn’t as effective for rentals, the results of a detailed search comparison, and why Red Fortress Property Management outperforms the MLS in marketing rental properties.
In case you missed our blog on what the Federal Reserve Bank had to say about our area, here is the link:
MLS vs. Red Fortress Property Management: A Data-Driven Comparison
To test the effectiveness of MLS marketing, we conducted an experiment by analyzing search engine results for multiple rental properties. Here’s what we found.
MLS Listings: Where Do They Appear?
When searching for a rental property listed on the MLS, the first-page search results consisted of:
Zillow – Listings appeared but were often delayed due to agreements with the Board of Realtors.
Realtor.com – The listing appeared but lacked key details such as the property management company name or watermark.
Apartments.com – The listing was available.
Redfin – The listing was available.
Trulia – Also displayed the listing (same company as Zillow).
MapQuest – Only showed the location, with no rental details.
Rent.com – The listing was visible.
HotPads – Another Zillow-owned site showing the listing.
A third-party real estate company – They pulled MLS listings onto their website in an attempt to co-broke a real estate deal.
The property’s sale listing – This did not have the rental information but the sales- related information from the MLS.
Red Fortress Listings: Where Do They Appear?
We then ran the same test for a rental property marketed by Red Fortress Property Management, and here’s how the first-page search results looked:
Zillow – Instant listing due to our direct agreement with Zillow.
Realtor.com – The listing was available with a watermark, making it more trustworthy.
Apartments.com – The listing was available.
Redfin – The listing was available.
Realtor.com (Again!) – Our listing appeared twice, proving high visibility.
Rent.com – The listing was available.
HotPads – The listing was available.
Apartment Finder – Direct link to Red Fortress (not part of MLS).
ForRent.com – Another direct listing, allowing tenants to contact us directly.
Zumper – Another high-traffic rental platform featuring our listing.
Key Takeaways from This Comparison
MLS listings showed only seven relevant rental results, while Red Fortress had nine out of ten (1 duplicate result but still a good site).
MLS listings were often overshadowed by property sales, confusing potential renters.
Red Fortress listings appeared instantly on Zillow due to direct agreements, while MLS listings were delayed.
Our listings had watermarks, making them more trustworthy and reducing fraud risks.
Why MLS Falls Short for Rental Listings
1. MLS Prioritizes Sales Over Rentals
The MLS is primarily designed for property sales, not rentals. This means rental listings often get lost among properties for sale in search rankings, making it harder for tenants to find rental options.
2. Lack of Branding & Watermarks Leads to Fraud Risks
One of the biggest issues with MLS rental listings is the lack of branding and watermarks on property photos. This creates two problems:
Potential tenants have no clear contact point – They might end up dealing with a middleman instead of the actual property manager.
Increased risk of rental scams – Fraudsters often steal MLS listing photos and post fake rental ads to scam renters.
At Red Fortress, all of our listings feature our watermark, ensuring tenants know exactly who to contact and trust.
3. Third-Party Companies Take Over MLS Listings
Many third-party real estate websites scrape MLS listings and advertise them on their own platforms. These sites act as middlemen, requiring prospective tenants to go through another agent instead of contacting the property management company directly.
With Red Fortress, tenants always deal with us directly, eliminating unnecessary steps and ensuring smooth communication.
How Red Fortress Markets Your Rental More Effectively
At Red Fortress Property Management, we go beyond MLS to ensure maximum visibility for your rental property. Here’s how:
1. Direct Partnerships with High-Traffic Rental Websites
We have direct agreements with leading rental platforms like:
✔ Zillow
✔ Realtor.com
✔ Apartments.com
✔ Rent.com
✔ Zumper
These direct partnerships ensure instant visibility, unlike MLS listings that may take time to appear.
2. Exclusive Marketing Beyond MLS
We strategically market properties beyond traditional listing sites, including:
✔ Google Ads – Paid advertising ensures your rental reaches potential tenants.
✔ Facebook & Social Media – We promote listings to targeted renters via social media.
✔ Local Partnerships – We collaborate with Lee County hospitals and schools to attract relocating professionals and families.
3. No Third-Party Interference
Unlike MLS listings, our rental ads don’t get hijacked by third-party realtors looking to co-broke.
Tenants contact us directly instead of dealing with middlemen.
This eliminates unnecessary delays in the leasing process.
4. Fraud Prevention & Trustworthiness
Watermarked Listings: Our photos and listings are clearly branded, reducing scam risks.
Direct Contact Information: Prospective tenants can reach us immediately, increasing trust and faster leasing.
The Bottom Line: Red Fortress Outperforms MLS in Rental Marketing
If you’re a property owner looking to rent out your home, MLS is not your best option. Red Fortress Property Management offers:
✅ Faster listing visibility (instant Zillow updates)
✅ Better fraud protection (watermarked listings)
✅ Higher tenant trust and engagement (direct contact, no middlemen)
✅ Broader reach (beyond MLS—Google, social media, and local partnerships)
In today’s competitive rental market, maximum exposure is key to leasing properties quickly. With our specialized marketing strategy, your rental gets the attention it deserves—faster and more effectively than the MLS.
Need Help Renting Your Property?
📞 Call us at 239-939-1233
📧 Email mike@redfortresspm.com
Let Red Fortress Property Management handle your rental marketing and get your property leased faster, safer, and smarter.
