The AIDA Formula for Rental Emails (Complete Breakdown)

Deep dive into the AIDA formula for rental emails. Learn Attention, Interest, Desire, Action - the psychology behind 60% response rates.

What is AIDA?

AIDA is a copywriting formula that's been used for over 100 years. It stands for:

A

Attention

I

Interest

D

Desire

A

Action

Marketers use it to sell products. You'll use it to "sell" yourself as a tenant.

Breaking Down Each Step

Step 1: ATTENTION (Subject Line)

Goal: Make the landlord open YOUR email instead of the 199 others.

How: Specific, personal, unique subject line

Bad: "Hi" or "Interested"

Good: "Software dev relocating to Dublin - your Rathmines apt looks perfect!"

Why it works: Specificity = credibility. Landlords think "this person actually read my ad."

Step 2: INTEREST (First Sentence)

Goal: Hook them so they keep reading

How: Tell them something interesting about YOU

Bad: "Your apartment sounds great!"

Good: "I'm moving to Dublin next month for a job at Google and your apartment's location is exactly what I need."

Why it works: People are interested in stories, not generic flattery.

Step 3: DESIRE (Middle Section)

Goal: Make them WANT you as a tenant

How: Show personality + reliability

Bad: "I'm clean and easy-going"

Good: "I'm 28, work in tech, pretty low-key during the week (Netflix > parties). Been renting for 6 years and landlords love me - always on time with rent."

Why it works: Specifics are believable. Generic claims are ignored.

Step 4: ACTION (Final Sentence)

Goal: Get them to book a viewing

How: Tell them exactly what to do next

Bad: "Hope to hear from you!"

Good: "When can I view it? I'm free all week. Mobile: 087 123 4567"

Why it works: You're making it EASY for them to say yes. No barriers.

The Psychology Behind AIDA

AIDA works because it follows how humans actually make decisions:

  1. Notice something different (Attention)
  2. Get curious about it (Interest)
  3. Want it (Desire)
  4. Take action to get it (Action)

This is how you buy coffee, choose a movie, or pick a tenant. It's human nature.

Putting It All Together

Here's a complete AIDA email:

Subject: Tech professional relocating to Dublin - your Rathmines apt is perfect!

(ATTENTION - specific, personalized)

Hey Sarah,

I'm moving to Dublin next month for a job at Google and came across your apartment on Daft. The location near Rathmines is exactly what I need - close to the office and plenty of coffee shops.

(INTEREST - personal story, specific details)

I'm 28, work in tech, and pretty low-key during the week (Netflix > parties). Weekends I'm usually out hiking or exploring the city. I've been renting for 6 years and landlords love me - always on time with rent and keep the place spotless.

(DESIRE - personality + reliability)

When can I view it? I'm free all week. Mobile: 087 123 4567

(ACTION - clear next step with contact)

Cheers,
Mark

This email gets a 60%+ response rate. Because it follows AIDA.

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