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:
- Notice something different (Attention)
- Get curious about it (Interest)
- Want it (Desire)
- 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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Related Guides
📧 Daft Email Template Examples
See full email templates with AIDA breakdowns you can copy and customize.
Read Guide →✉️ Subject Lines for Daft Landlords
10+ proven subject lines that get landlords to open your email first.
Read Guide →📊 Daft Response Rate Guide
Learn how to increase your response rate from 3% to 60% on Daft.ie.
Read Guide →