Should Property Managers Publish Their Fees Online? Pros, Cons and How to Do It

For most residential property managers, yes: publish your main fees, and explain what they cover. Owners compare managers before they call, and a clear fee page answers their first question. The risk is not showing prices. The risk is showing prices that do not match your agreement.

This guide walks through the tradeoffs, which fees to list, and how to present them. It is part of our Real Estate and Property Management Marketing Guide.

If you are still deciding how owners shop for a manager, read how property owners find and choose a property manager online first. This article assumes you already know owners are comparing you with others.

Why owners look for fees first

Owners are told to look hard at fees. California's Department of Real Estate, in its quick guide for landlords hiring a property manager, tells owners to make sure the agreement "explains any additional fees charged for markups, accounting, etc."

The same guide tells owners to be wary if a manager does not disclose all income sources from managing the property. It names one example: an ownership interest in maintenance or repair companies the manager uses.

An owner who has read that advice will look for the same details on your site. If your site says nothing about fees, the owner has to call to learn the basics. Some will call. Others will move on to a manager whose site answered them.

Google's guidance points the same way. Its page on creating helpful, reliable, people-first content asks whether your content gives "a substantial, complete, or comprehensive description of the topic." A fee page that explains what owners pay, and why, is the kind of page that question describes.

The case for and against publishing

Publishing fees is a business choice. Here is how the tradeoffs usually look.

When publishing makes sense

Publishing works well when your pricing is mostly standard. If most owners pay the same structure, the page saves time for both sides.

When to publish a range or "starting at" price

Some portfolios do not fit one price. Large multifamily, HOA and commercial work can depend on size and scope. In those cases, publish the structure and the items that drive price, and say clearly that you quote per property.

If you use "starting at" pricing, make sure the starting price is one you really offer. California's DRE Real Estate Advertising Guidelines warn about "too good to be true" teaser prices. If terms and conditions materially change the headline offer, DRE says that may be "bait and switch," which is unlawful.

Which fees to list

Owners want the full picture, not just the monthly fee. Use your management agreement as the source and list every fee an owner could pay.

Common fee types to cover:

• Monthly management fee: percentage of rent collected, flat fee, or minimum.
• Leasing or tenant placement fee: charged when you place a new tenant.
• Lease renewal fee: charged when an existing tenant renews.
• Setup or onboarding fee: charged when an owner signs on.
• Vacancy fee: charged while a unit sits empty, if you charge one.
• Maintenance markup: a percentage added to repair invoices, if you add one.
• Inspection fees: move-in, move-out or periodic inspections.
• Eviction coordination: your fee, separate from court and attorney costs.
• Early termination: what happens if the owner ends the agreement early.

Also list the fees you do not charge. "No setup fee" or "no vacancy fee" is useful information. It is often the difference an owner is looking for.

Two examples from eSEOspace clients

An eSEOspace client in Rocklin, California, publishes a two-tier fee table on its site. Its client spotlight shows a monthly fee and a leasing fee for one home and for two or more homes. It also states that repair and maintenance expenses are billed at cost.

Another eSEOspace client in Vancouver, Washington, lists its monthly fee, its minimum and its tenant placement fee. Its client spotlight also lists the fees it does not charge, including setup, vacancy and lease renewal fees.

Both approaches show the main fees in one place and say what the fees do not include. Neither one is the only right way. They are examples of how a fee page can look.

How to present fees clearly

A fee page can be clear or confusing with the same numbers. These habits help owners read it fast.

1. Use a table. One row per fee, with columns for the amount and when it applies.
2. Explain the trigger. Say exactly when each fee is charged, such as "when a new tenant signs a lease."
3. Show what is included. List the services covered by the monthly fee.
4. Name what costs extra. Repairs, court costs, utilities and other pass-through costs.
5. Add a worked example. Show the math on a sample rent, labeled as an example.
6. Link to a sample agreement or summary. If you are comfortable sharing it, owners will read it.
7. Date the page. Add "Fees as of" with the month and year, and update it when anything changes.

Put the fee page in your main navigation. Link it from your owner services page, your area pages and your rental analysis form. Our list of property management website must-haves shows where it fits in the wider site.

Keep the page accurate and compliant

A fee page is advertising. That means accuracy rules apply.

For example, in California, DRE's advertising guidelines say licensees may not publish material that is "false, deceptive, or misleading." They add that a licensee "should be able to substantiate any of the information in the advertisement on request." The guidelines also say long-lasting ads, including websites, should be updated or removed when they are no longer accurate.

Practical steps:

• Match every number on the page to your current management agreement.
• Review the page whenever you change the agreement or your pricing.
• Train your team to quote from the page, so calls and the site agree.
• Disclose any business interest in vendors you use for repairs.
• Show the license details your state requires on your website.

Rules vary by state. Have your broker of record or counsel review your fee page before you publish it.

What a fee page does for your marketing

A clear fee page helps more than one channel. Owners who land from search can see your prices without calling. Ads can send owners to a page that answers the cost question. Referral partners can share one link.

It also sets up your other owner pages. For the full owner side, see getting more owner leads for a property management company.

Next step

If you decide to publish your fees, build the page as part of a full site review, not as a one-off. Our property management website launch checklist covers the fee page along with tracking, compliance and listings. If you want help writing and building it, see our property management website design and SEO services.

Frequently asked questions