Filling a vacancy starts with the property management company (acting as motozuke, the listing agent) getting the property's information out to leasing agencies (kyakuzuke) as widely as possible. Here's how REINS registration and advertising fees (AD) work behind the scenes.
- In rental marketing, there's a division of roles between the "motozuke" (the agency managing the property) and the "kyakuzuke" (the agency that shows the unit to prospective tenants).
- Registering with REINS (the Real Estate Information Network System) shares the listing with other brokerages beyond the listing agency.
- AD (advertising fee) is an additional promotional payment to the leasing agency; the going rate is roughly 0-2 months' rent, varying by area and season.
- Listing terms and the AD amount have a major effect on how long a unit sits vacant.
- How well the management company has built relationships with leasing agencies affects how quickly a unit gets leased.
The Division of Roles Between Motozuke and Kyakuzuke
Marketing a rental unit involves two roles: the "motozuke," who takes on management from the property owner and handles REINS registration and advertising, and the "kyakuzuke," who actually shows the unit to prospective tenants and closes the lease. It's typical for the management company to act as motozuke while nearby brokerages act as kyakuzuke. Some vacancies are handled start to finish by a single company (called "ryōte," or double-siding the deal), but for most vacancies, having several leasing agencies working the listing at once puts it in front of more prospective tenants.
Registering with REINS (the Real Estate Information Network System)
REINS is a real estate information network run by the designated distribution organizations; once a listing is registered, its information is shared among member brokerages. When the motozuke company registers a property with REINS, it opens up the possibility of prospective tenants being shown the unit by leasing agencies it has no direct relationship with. If you're in a hurry to fill the vacancy, it's also worth checking the listing status on the company's own site and on portal sites, in addition to REINS registration.
What Is AD (Advertising Fee)?
AD is an advertising fee paid to the leasing agency — separate from the brokerage commission — that the motozuke side sets at its own discretion. The going rate is said to be roughly 0-2 months' rent, though it varies with the area, the season, and how competitive the property is. Setting an AD creates an incentive for leasing agencies to prioritize recommending the unit, which tends to speed up the time to signing.
How the AD Amount Relates to Vacancy Duration
For a unit that's been sitting vacant longer than expected, revisiting the AD is worth considering alongside a rent review. Where several nearby properties share similar rent and terms, whether — and how much — AD is offered can affect how leasing agencies rank the property when recommending options. That said, a higher AD doesn't automatically mean a faster lease-up; it needs to be weighed against the overall balance of listing terms, including rent level, photos, and the unit's condition.
Building Relationships with Leasing Agencies
Management companies that maintain good day-to-day relationships with local leasing agencies tend to get word of new listings sooner and have an easier time coordinating showings. For owners, how strong a network the management company has with local brokerages is one thing worth factoring into the choice of management company.
Ways to Improve Response to a Listing
Beyond REINS registration and the AD amount, photo quality, the number of interior photos, and accuracy of the equipment details all affect how many inquiries a listing gets. In an era when prospective tenants compare properties online, how easy the listing is to read and how strong the photos are for a first impression can shorten the time to signing.
Frequently Asked Questions
Does the owner always have to pay AD?
It's not mandatory. Whether to set an AD and how much is the owner's call, made in consultation with the management company. Units do get leased without one, but in areas with a lot of competition it's worth considering.
Does registering with REINS guarantee a faster lease-up?
Registration raises the likelihood that the listing will be widely shared, but it doesn't guarantee a signed lease. Rent level, the unit's condition, whether there's an AD, and other factors combine to affect how long the vacancy lasts.
Can any agency show and refer tenants?
Any brokerage holding a real estate brokerage license can check listing information through REINS and similar channels and show it to prospective tenants. That said, some management companies prioritize certain agencies when sharing information.
Summary
Tenant marketing works through a combination of the management company acting as motozuke, information sharing via REINS, and the AD paid to leasing agencies. If a vacancy is dragging on, it's worth reviewing not just the rent but the AD and the listing terms as a whole.