Many landlords who lease their property often have a mindset of 'holding out for the highest rent', thinking the sky is the limit in a competitive rental market. Many even do this if it means losing several weeks of rental income, with an over-priced and sometimes assumed rent without substantiating evidence.
Experienced investors report that the best way to maximise the return on their investment properties is to keep the property let – in other words, it is important to minimise vacancy periods. For many, it is not always easy to make a decision to lower the rent, especially when it can have an impact on the overall income and mortgage payments. It is tempting to hold out for 'just another week' and before you know it, another week has passed by.
We always recommend doing the sums which can sometimes show that 'holding out for the highest rent' can be counter-productive. If the property is over-priced at $450 a week, (with the rental market and feedback from tenants suggesting $420 a week] losing the $420 for two weeks vacancy is $840. Spread over a year, this will lessen the weekly return to less than the $420 that the property will eventually rent for.
When we provide feedback to landlords on the weekly rent, we first carry out extensive research comparing the property to other properties on the market at the time, known as a Comparative Market Analysis or CMA. It is our duty of care, as a professional managing agent to work towards achieving 'the highest' possible rent, as well as minimising vacancy periods.
Tenants talk to relatives, friends and other people in the rental market and the tenants paying top dollar are the first to notice a downturn in the rental markets or over-priced rent, often reacting by moving out to a cheaper property when their lease expires. This then becomes a further risk of a vacancy period and lost income/rent if the landlord chooses again to go for top rent before accepting the changed circumstances. It becomes an ongoing loss of income from tenancy to tenancy.
Tenants also become very astute to the current rental trends. After looking at multiple properties, they soon know what is in line with the market rent and what is not. Good tenants tend to get approval on their rental applications very promptly, and therefore they can be selective with seeking properties that are of value and don't come with possible inefficiencies. High weekly rents can run the risk of attracting tenants that cannot find a property due to poor rental history or something else like rent affordability. Following on from that, there is risk of putting a bad tenant into your property and the trail of destruction that may come with them.
The aim for tenanting a property is to ensure that the rent is within the market expectations to reduce lost income, high tenancy turnovers and having the choice of quality applicants.
If a vacancy period does occur, you may like to work by the rule that, provided the property is clean and presents well and is well-maintained, if a tenant is not secured by day ten of the leasing campaign, the asking rent should be reduced by five-ten percent, which has been a tried and tested system.