How to Write a Flatmate Ad That Gets 10x More Responses
Your ad is competing with 50 others. Learn the exact formula that gets 10x more responses from people you'd actually want to live with - not just anyone with a bank account.
Published 12/12/2025, 8 min read
You spent 20 minutes writing your flatmate ad. You posted it on SpareRoom, feeling cautiously optimistic. You waited.
Two days later: 3 responses. One is clearly spam (seriously, why do they even bother?). One didn't read your ad at all ("Is this in Manchester?" - mate, you said London three times). One seems okay but then ghosts after two messages.
Meanwhile, other ads posted the same day have 47 responses. Some of them have worse photos than yours. Some are more expensive. What gives?
What's the difference? Why do some ads get flooded with quality responses while yours barely gets a notification?
Here's the harsh truth: your ad is competing with 50+ others at any given moment. Most people scan for 3-5 seconds before scrolling past. If your ad doesn't immediately grab attention and clearly communicate who you are and what you're offering, you might as well be invisible.
The good news? There's a proven formula that works. You don't need to be a copywriter or marketing genius. You just need to know what actually attracts compatible flatmates and what makes people scroll right past. And I'm going to show you exactly that.
- The exact anatomy of ads that get 10x more responses
- A free fill-in-the-blank template you can copy-paste and customize in 10 minutes
- Real before/after examples (complete transformations you can learn from)
- Platform-specific optimization tips for SpareRoom, Facebook, and women-only sites
- The 11 mistakes that are absolutely killing your response rate (and you probably don't even know you're making them)
By the end of this guide, you'll have an ad that does two crucial things: attracts the right people and filters out time-wasters. No more sifting through 30 messages from people who clearly didn't read a word you wrote. Let's get started. This guide is part of our complete guide to finding your ideal flatmate.
Why Most Flatmate Ads Fail (And Yours Doesn't Have To)
Before we dive into what works, let's talk about why most ads don't. Because if you understand what's going wrong, you'll know exactly what to fix.
I've read thousands of flatmate ads (riveting stuff, I know), and the same problems come up again and again. Here are the top reasons your ad is getting scrolled past:
1. Too Generic
When everyone says "nice flat, nice area, looking for nice person", you blend into the background noise. It's like showing up to a party wearing the exact same outfit as 47 other people. There's no personality, no specificity, nothing that makes you memorable.
Think about it: if your ad could describe literally any room in London, why would someone choose yours?
❌ Generic ad:
"Nice double room in nice area. Looking for nice, easy-going person. Good transport links. £650/month."
Why it fails: Could describe literally hundreds of rooms. Nothing distinctive. No personality. No reason to click.
2. Missing Crucial Details
People scan ads looking for their specific deal-breakers. If you don't mention bills, they assume the worst. If you don't show photos, they assume you're hiding something dodgy. If you leave out important information, you're not just missing opportunities - you're actively putting people off.
Here's what happens: someone sees your ad, thinks "looks okay," then realizes you haven't mentioned whether bills are included. Rather than message you to ask, they just... move on to the next ad. Because there are 50 more to look at, and some of them have already answered that question.
3. Wrong Tone
This one's tricky because it's subjective, but bear with me. Too formal and you sound like a landlord conducting a business transaction. Too casual and you seem unprofessional (or worse, like someone who never cleans). Too demanding and you sound exhausting to live with.
The sweet spot? Warm but clear. Friendly but not overly casual. Honest about what you want without sounding like you're interviewing for a personal assistant.
4. No Photos or Bad Photos
Let me hit you with a stat that should make you pick up your phone right now: ads without photos get 75% fewer responses. And ads with dark, blurry, or messy photos? They might as well not have photos at all.
Your room could be gorgeous - high ceilings, tons of natural light, a view of actual trees - but if the photo looks like it was taken during a power cut with a potato, no one will ever know.
5. Not Clear About Who You Want
Being vague about your ideal flatmate means you get random responses from everyone. And I mean everyone. People who want to bring their boyfriend. People who work night shifts when you specifically said you need someone with a 9-5. People who somehow missed that you wrote "female only" in bold letters.
But being too specific sounds picky and demanding. Nobody wants to live with someone who has a 47-point checklist.
The sweet spot? Clear preferences without sounding like you're casting for a reality show.
Your ad needs to do two things simultaneously: attract the right people and filter out wrong matches.
Generic ads do neither. Specific, honest ads do both.
When you're clear about who you are and what you're looking for, the right people think "oh my god, that's perfect for me!" and the wrong people just keep scrolling. That's exactly what you want.
The Anatomy of a Perfect Flatmate Ad
Right, now that you know what not to do, let's talk about what actually works.
Every high-performing flatmate ad - the ones that get 30+ quality responses - follows the same basic structure. It's not magic, it's just knowing what information people need and in what order they need it.
Think of it like this: when you're scrolling through ads, you're subconsciously asking yourself a series of questions. "Where is it?" "How much?" "What's the room like?" "Who am I living with?" A good ad answers these questions before you even have to ask them.
Here's your blueprint:
- The Hook (First 2 lines - grab attention immediately or lose them forever)
- About the Room (What they're actually getting for their money)
- About the Property (The flat/house itself - shared spaces matter)
- About the Location (Area, transport, local vibe - help them picture living there)
- About You (Current flatmate/landlord - who are they living with?)
- Who You're Looking For (Ideal flatmate - be specific without being demanding)
- Practical Details (Price, bills, dates - the nuts and bolts)
- Call to Action (How to respond - make it easy for them)
Each section serves a specific purpose. Skip one and you'll get questions. Include them all and people have everything they need to decide if it's right for them. No back-and-forth, no confusion, just quality responses from people who actually read your ad.
Now let's break down each section with real examples, because theory is useless without practical application...
The Hook: Your First 2 Lines Make or Break Everything
Let's talk about those crucial first two lines. This is where most people lose the battle before they even start.
Picture this: someone's scrolling through SpareRoom on their lunch break. They've got 15 minutes and about 60 ads to scan. Your ad appears on their screen for approximately 2.5 seconds. In that time, they'll read your first line, maybe your second, glance at your photo, and decide whether to click or keep scrolling.
That's it. That's your window. Brutal, right?
So those first two lines cannot be generic. They cannot be boring. They need to make someone stop mid-scroll and think "oh, this one's different."
The Formula That Actually Works
Location + Best Feature + Who You Want
That's it. Simple but effective. You tell them where it is (so they know if it's even relevant), what makes it special (why they should care), and who you're looking for (so they can self-select).
- "Bright double room in Clapham North, 2 min from tube. Perfect for a young professional who values a calm, tidy home."
- "Gorgeous Victorian house-share in Stoke Newington with garden. Looking for creative, social flatmate in her 20s-30s."
- "Spacious room in Shoreditch with ensuite bathroom. Ideal for someone who WFH and wants a peaceful base."
- "Room available in London" (Too vague - London's massive)
- "Hi! I'm looking for someone to share my lovely flat with!" (Not about them, it's about you)
- "AMAZING ROOM!! DON'T MISS OUT!!" (Desperate and shouty - instant red flag)
See the difference? The good ones paint a picture in your mind. You can immediately visualize the location, imagine yourself living there, and know if you're the right fit.
What Makes a Hook Work?
Let me break it down:
Specific location: Don't just say "London" or even "South London." Say Clapham, Shoreditch, Brixton. People search by area, and specificity signals that you know what you're talking about.
One standout feature: You've got one shot here. Pick your absolute best selling point. Private bathroom? Garden access? 2 minutes from the tube? Amazing natural light? Lead with that.
Who it's for: This is crucial for filtering. "Professional," "creative," "student," "works from home," "early 30s" - give them just enough to know if they should keep reading.
Here are more examples of hooks that actually stopped the scroll:
- "Stunning room with balcony in Hackney Wick, £750 all bills inc. For creative professional who loves plants and Sunday roasts."
- "Quiet double in zone 2 Finsbury Park. Perfect if you're new to London and want a friendly, welcoming house."
- "Large room in Brixton townhouse with outdoor space. Seeking tidy, social 25-35yo who enjoys cooking and good conversation."
Notice how each one paints a picture? You can immediately imagine who lives there, what the vibe is like, and whether you'd fit in. That's exactly what a good hook should do.
Describing Your Room & Property (What Actually Matters)
Alright, they've read your hook and they're still here. Now you need to give them the practical details - but in a way that's actually interesting to read.
This is where a lot of people either go full estate agent ("spacious double bedroom with ample storage") or way too casual ("room's pretty big, has a bed and stuff"). Neither works.
What you want is descriptive but genuine. Paint a picture, but don't oversell. Be honest about what you're offering.
About the Room
Here's what people actually care about when it comes to the room:
Include:
- Size (approximate dimensions or just "double" vs "small double" - be honest)
- What's furnished (bed, desk, wardrobe, drawers - don't make them guess)
- Natural light situation (this matters SO much - huge window, south-facing, etc.)
- Unique features (bay window, built-in storage, ensuite, original fireplace)
- What's NOT included if relevant (no desk? say so now, not after they've fallen in love)
"The room is a good-sized double (approx 3.5m x 3m) with a large bay window that gets lovely morning light. Comes furnished with a double bed, wardrobe, chest of drawers, and desk - or I can remove furniture if you prefer to bring your own. There's also a shelf above the radiator that's perfect for plants or books."
See how that feels? You can picture it. You know exactly what you're getting. No surprises.
About the Property
Don't just list features like a robot. Help them imagine actually living there.
Include:
- Number of bedrooms/bathrooms (and who shares what)
- Kitchen size and amenities (people care about this more than you think)
- Living areas (separate living room? kitchen-diner? both?)
- Shared spaces (garden, balcony, storage - these are selling points!)
- Washing machine, dryer, dishwasher (everyday life stuff that matters)
- Heating/hot water type (especially in winter - people want to know they won't freeze)
- Overall vibe (modern, period features, cozy, spacious - give them a feel)
"It's a 3-bed Victorian terrace with loads of character. The kitchen is the heart of the house - big wooden table perfect for flatmate dinners, dishwasher, and French doors leading to a small patio garden. There's a separate living room with comfy sofas where we sometimes watch films together or just chill. Bathroom has a bath and separate shower. Central heating throughout, and the boiler is new so hot water is reliable (no more freezing morning showers!)."
Notice the difference? It's not just "3-bed house with kitchen and bathroom." You can imagine cooking dinner there, sitting in the garden with a cup of tea, having a proper hot shower. That's what makes someone think "I want to live there."
About the Location
This is your chance to sell the area, and most people waste it by just listing tube stops.
Don't do that. Help them fall in love with the neighborhood.
Don't just list transport. Paint a picture:
Include:
- Transport (walk time to tube/bus, zones, lines - be specific)
- Local vibe (residential, buzzy, quiet, up-and-coming, family-friendly)
- Nearby amenities (supermarkets, gyms, cafes, parks - the stuff you actually use)
- Why you love living there (this is personal and that's the point)
"We're in Stoke Newington, just off Church Street. It's a really lovely residential area - tree-lined streets, independent cafes, vintage shops, and Clissold Park is just 5 minutes away (perfect for morning runs or lazy Sunday picnics). There's a Sainsbury's Local around the corner, and the farmers market on Sundays is brilliant for fresh produce. It's a 7-minute walk to Stoke Newington Overground (Zone 2), or there are loads of buses on the high street. You're 15 minutes to Old Street, 20 to King's Cross. It's got a real community feel without being boring - there's always something happening."
"Zone 2. Good transport links. Near shops."
Can you feel the difference? One makes you think "oh, I could see myself living there." The other makes you think absolutely nothing.
About You: Finding the Right Balance
This section trips people up more than any other, because it feels weird to describe yourself. Too much and you sound self-absorbed. Too little and you're just a faceless landlord.
The goal here is simple: give them a sense of what it's like to actually live with you. Because let's be real, they're not just renting a room - they're potentially sharing a home with you for the next year.
What to Include
Current living situation:
- How long you've been there (shows stability - or at least that you haven't driven everyone away)
- Why you love it (genuine enthusiasm is infectious)
- Brief mention of other flatmates if applicable (but keep it brief - this isn't their biography)
Your lifestyle (but keep it concise):
- Work situation (WFH, office, shift patterns - this affects shared space usage)
- General routine (early bird vs night owl - this matters more than people think)
- Social level (love having friends over vs more introverted - both are fine, just be honest)
Your vibe:
- 2-3 genuine traits that matter in a flatshare context
- What matters to you in a home environment
- What you actually enjoy about flatsharing (if nothing, maybe question why you're doing it?)
What Absolutely NOT to Include
This is important. Avoid:
- Your entire life story (they don't need your CV)
- Dating life details (please, just... no)
- Strong political/religious views (unless genuinely essential to daily life)
- Overly personal information (keep some mystery, yeah?)
- Anything that makes this sound like a job interview
"I'm Emma, 28, and I work in publishing (mostly from home but sometimes in the office, so you'll see me around quite a bit). I've lived here for 2 years and absolutely love it - the location is perfect and the flat gets amazing light. I'm pretty sociable - I enjoy having friends over for dinner and occasionally host game nights - but I also really value having peaceful evenings to read or binge Netflix. I keep shared spaces tidy because I genuinely can't relax in mess, and I appreciate when others do the same. Not in a militant way, just... you know, normal adult stuff."
"I'm Sarah, 31, a nurse working shifts, so my schedule is all over the place - sometimes I'm home during the day and out at night, sometimes the reverse. I'm laid-back and easy to live with - happy to chat over coffee in the kitchen but totally respect when people want their own space. I love cooking (and sharing food if you're around!) and having people round occasionally for dinner or wine, but I'm not a big party person. More 'Netflix and takeaway on a Friday' than 'tequila shots on a Tuesday.'"
"I'm clean and tidy." (Okay great, that tells me literally nothing about you as a person. Also, everyone says this.)
"I'm a 29-year-old Aquarius who loves yoga, meditation, sustainable living, and is very spiritual. I need someone on the same wavelength who understands the importance of energy in shared spaces." (Too specific, too niche, too much. You'll get 3 responses and they'll all want to sell you crystals.)
"I work in finance and travel a lot so I'm barely home." (Cool, so why should anyone want to pay rent to live with a ghost? This isn't a selling point.)
The key is to sound like a real human being, not a checklist. Show some personality, be honest about your lifestyle, but keep it grounded. You want them to think "oh, she seems normal and nice" not "oh god, this is going to be intense."
Who You're Looking For: Being Specific Without Being Picky
Alright, this is the tightrope walk. Be too vague and you get responses from literally everyone (including people who clearly didn't read a word you wrote). Be too specific and you sound like you're casting for a reality show or conducting a job interview for "Chief Flatmate."
The sweet spot? Clear enough to filter out obvious mismatches, but not so demanding that reasonable people think "bloody hell, never mind then."
How to Be Specific Without Sounding Like a Control Freak
Here's the thing: you're allowed to have preferences. You're allowed to know what you want. You just need to communicate it in a way that sounds reasonable, not like you've got a 47-point checklist and a personality test ready.
Do mention:
- Age range (rough: "mid-20s to mid-30s" not "must be between 27 and 33")
- Lifestyle compatibility (professional, student, shift worker - this affects daily life)
- Key values that matter in shared living (tidy, social, quiet, respectful - pick what actually matters)
- Non-negotiables if they're genuine (non-smoker, no couples - but only if actually non-negotiable)
Don't mention:
- Detailed personality requirements (you're looking for a flatmate, not a soulmate)
- Physical appearance (this should go without saying, but here we are)
- Income/job status (unless genuinely relevant, and usually it's not)
- Long lists of "musts" (more than 3-4 and you sound exhausting)
"I'm looking for a female flatmate in her mid-20s to mid-30s, ideally a professional or postgrad. Someone who's tidy, friendly, and respectful of shared spaces. It would be great if you enjoy the occasional flatmate dinner or drink, but totally fine if you prefer more privacy. Non-smoker essential, and unfortunately the landlord doesn't allow couples. If you work from home sometimes, that's perfect - I do too, so you won't be alone during the day."
"Seeking a working professional (mid-20s to early 40s) who keeps things reasonably tidy and communicates well when issues come up. Would suit someone who works standard hours or from home occasionally. Looking for someone friendly and social but who also respects personal space and quiet hours (we're not a party house, but we're not a monastery either). Non-smoker preferred."
"Looking for someone EXACTLY like me! Must love yoga, brunch, true crime podcasts, and have the exact same taste in TV shows!" (This is... a lot. You're looking for a flatmate, not a clone.)
"Must be super clean, tidy, organized, quiet, professional, mature, responsible, and never have people over. No exceptions." (Nobody wants to live with someone this controlling. Nobody.)
"Easy-going person wanted." (Too vague. This tells them absolutely nothing about what you're actually looking for.)
Non-Negotiables: How to State Them Without Sounding Harsh
If you have genuine non-negotiables, state them clearly and neutrally. Don't apologize for them, but don't be aggressive about them either.
- "This is a non-smoking household"
- "Unfortunately, the landlord doesn't allow couples" (shifts blame to landlord, smart move)
- "Looking for someone working full-time or equivalent" (if rent is high and you need stability)
- "The room isn't suitable for someone with a cat due to allergies" (specific reason given)
- "Absolutely NO smokers under ANY circumstances!!!" (Calm down)
- "Don't even bother messaging if you have a boyfriend" (Rude and weirdly possessive)
- "Must have a stable job and income" (This sounds classist and off-putting)
- "NO pets allowed, NO exceptions, don't ask" (Unnecessarily aggressive)
See the difference? One sounds reasonable and matter-of-fact. The other sounds like you're going to be a nightmare to live with.
Photos That Get Clicks (Not Just Any Photos)
Let me hit you with a stat that should make you stop whatever you're doing and go take some photos: ads with good photos get 75% more responses than ads without photos.
But here's the catch - bad photos are almost worse than no photos at all.
Think about it from the viewer's perspective: if your photos are dark, blurry, or show a messy room, what conclusion are they going to draw? Either a) you can't be bothered to make an effort, or b) you're actively trying to hide something. Neither is a good look.
Your room could be absolutely gorgeous - high ceilings, tons of natural light, a lovely view of actual trees instead of a brick wall - but if the photo looks like it was taken during a power cut with a potato for a camera, no one will ever know.
What to Photograph
Don't just take one sad photo of the bed and call it done. You need to tell the full story of what it's like to live there.
Essential photos (aim for 6-8 minimum):
- The bedroom from different angles (2-3 photos - show the whole room, not just the bed)
- The view from the bedroom window (people care about this more than you'd think)
- Kitchen (this is where flatmate dynamics happen - make it look good)
- Living room/communal areas (if you have them - show the vibe)
- Bathroom (yes, people want to see it - just make it look clean)
- Any outdoor space (garden, balcony, even a tiny patio - these are massive selling points)
- Building exterior or street view (optional, but helps them visualize the area)
How to Take Good Photos (No Professional Photographer Required)
You don't need a fancy camera. Your phone is fine. But you do need to follow some basic rules:
- Natural daylight only - seriously, only daylight
- Open all the curtains, let the light flood in
- Turn off artificial lights (they make everything look yellow and grim)
- Morning or early afternoon is best (avoid harsh midday sun coming straight through windows)
- Never, ever use flash (it makes everything look like a crime scene)
- Definitely don't take photos in the evening or at night (instant swipe left)
- Tidy and declutter (but don't make it look like a sterile hotel room)
- Make the bed properly (wrinkled duvets are not the vibe)
- Clear surfaces in the kitchen (no dirty dishes, no random clutter)
- Close toilet lid in bathroom shots (this should be obvious but you'd be surprised)
- Add a plant or two if you have them (makes spaces feel alive and cared-for)
- Put away personal items (toothbrushes, toiletries, random stuff on desks)
- Shoot from the doorway to show the whole room (gives context and size)
- Stand back - get as much in frame as possible (wide shots over zoomed-in details)
- Hold your phone level (use the grid feature if you have it - wonky photos are disorienting)
- Try both landscape and portrait orientations (see which works better for each room)
- Don't use filters or heavy editing (people want to see reality, not an Instagram fantasy)
- Take photos at night (everything looks dingy and depressing)
- Leave the room messy or cluttered (gives the impression you live in chaos)
- Include personal items in bathroom shots (nobody wants to see your toiletries)
- Use weird angles that distort the room (makes people think you're hiding how small it is)
- Apply filters or heavy editing (when they visit and it looks different, they'll be annoyed)
- Include photos of yourself (keep it about the space, not you)
- Use photos that are obviously from when you moved in 3 years ago (if the lighting is different now, people will notice)
Take 20-30 photos of each room. Different angles, different times of day, different perspectives. Then choose the best 6-8. You'll be surprised what looks better in photos than in real life (and vice versa). That slightly awkward corner you never think about? Might photograph beautifully. That feature you love? Might look weird in photos. You won't know until you try.
The Free Fill-in-the-Blank Template
Alright, enough theory. Let's get practical.
Here's a template you can literally copy-paste and fill in right now. I've included prompts for every section we've covered. Just replace the brackets with your specific details, adjust the tone to match your personality, and you're done.
This is the same structure that's gotten hundreds of people quality responses. Use it.
[AREA], [BEST FEATURE] - Looking for [TYPE OF PERSON]
[Opening line about why the room/location/house is special - what makes someone want to keep reading?]
The Room
[Size - be honest] double bedroom with [key features: window direction, furniture, special features like ensuite or built-in storage]. [One sentence about what makes it nice - natural light? View? Cozy vibe?].
The Property
[X-bed, X-bath] [house/flat] with [standout features: garden, modern kitchen, period features, etc.]. [One sentence about the vibe/style - Victorian character? Modern and minimalist? Cozy and lived-in?]. We have [appliances that matter: dishwasher, washing machine, dryer, etc.].
The Location
We're in [specific area/street, not just "London"] in [borough], which is [describe vibe: residential, buzzy, quiet, trendy, up-and-coming]. [Walk time] to [nearest station] ([zone number], [tube line/overground]). There's [local amenities: specific supermarkets, parks, cafes, gyms] nearby, and [what you personally love about living in this area].
About Me/Us
I'm [name, age, job/situation], and I've been here [timeframe - shows stability]. I'm [2-3 genuine characteristics that matter in a flatshare] and enjoy [lifestyle details - social? Quiet? Somewhere in between?]. [If applicable: Current flatmates - brief description, keep it short]. We're [house vibe: social and chatty? Quiet and respectful? Somewhere in the middle?].
Looking For
A female flatmate in her [age range - keep it broad], ideally [working/student/professional]. Someone who's [2-3 key characteristics you actually care about] and values [what matters to you: tidiness? Social time? Quiet evenings? Good communication?]. [Non-negotiables if any - state them clearly but not aggressively].
Practical Details
- Rent: £[amount] per month
- Bills: [Included/Not included/Approx £X on top - be clear about this]
- Deposit: £[amount] ([X weeks rent - usually 4-5 weeks])
- Available from: [Specific date or "immediately"]
- Minimum stay: [X months] (flexible/negotiable - if you are)
If this sounds like a good fit, I'd love to hear from you! Tell me a bit about yourself and why you're looking for a new place.
Read it back to yourself out loud. If it sounds like a robot wrote it, add more personality. If it sounds like you're writing a dating profile, tone it down a bit. Aim for "friendly human who has their shit together."
Real Examples: Before & After Transformations
Let's see this in action with real ads that got completely transformed. These are actual examples (names and details changed for privacy), but the improvements are 100% real.
Pay attention to what changed and why it mattered.
Example 1: The Too-Generic Ad That Got Lost in the Noise
"Double room available in nice flat in Clapham. £700 pcm. Good transport links. Looking for clean, tidy professional. Message me."
Why it failed: Could be literally any room in London. No personality, no specifics, nothing memorable. Someone probably scrolled past this in under 2 seconds.
Bright double room in Clapham North - 2 min walk to tube, £700 all bills included
Lovely room in a 2-bed flat with tons of natural light and a Juliet balcony. Perfect for a working professional in her late 20s/early 30s.
The Room: Good-sized double with a built-in wardrobe, large window (south-facing so gets gorgeous afternoon light), and a Juliet balcony where I grow herbs in summer. Comes furnished or I can remove furniture if you prefer your own.
The Property: 2-bed modern flat on the 2nd floor. Open-plan kitchen/living room with lots of counter space, newly renovated bathroom with power shower, and shared balcony with seating area where we sometimes have evening wine. Dishwasher and washer-dryer included.
The Location: We're on a quiet residential street in Clapham North, literally 2 minutes walk to the Northern Line. Clapham Common is 5 mins away (perfect for morning runs or weekend picnics), and there's a Sainsbury's Local, gym, and loads of independent cafes on our doorstep. The farmer's market on Saturday mornings is brilliant.
About Me: I'm Anna, 29, and I work in marketing (WFH 3 days a week, so you'll see me around quite a bit). I'm pretty sociable - love cooking dinner together or the occasional Sunday roast - but I also completely respect when people need their space. I keep things tidy because mess stresses me out, and I appreciate when others do the same.
Looking For: A female professional in her late 20s to mid-30s who's friendly, reliable, and keeps shared spaces clean. Would suit someone who enjoys a chat in the kitchen but also values downtime and quiet evenings. Non-smoker essential.
Practical Details:
- Rent: £700 per month (all bills included - wifi, council tax, utilities, the lot)
- Deposit: £700
- Available: 1st February (flexible by a week either way)
- Minimum stay: 6 months
If this sounds like you, send me a message telling me a bit about yourself and what you're looking for!
- Specific location (Clapham North vs just "Clapham")
- Actually described what you're getting (not just "double room")
- Showed personality (herbs on the balcony, Saturday farmers market)
- Included bills info upfront (huge deal-breaker for people)
- Created a vivid picture of what it's like to live there
- Made Anna seem like an actual human being, not a landlord
Example 2: The Too-Formal Ad That Scared Everyone Off
"Professional landlord seeking professional tenant for spacious double room in Finsbury Park property. £850 pcm excluding bills. Deposit required. Available immediately. No DSS. References essential."
Why it failed: Reads like a legal document. Zero personality. Sounds like a landlord-tenant transaction, not a flatshare. The "No DSS" is unnecessarily formal and a bit off-putting. Nobody wants to live with a "professional landlord" who uses words like "property" and "tenant."
Spacious double room with original features in Finsbury Park - £850 + bills
Beautiful Victorian house-share with character, 7 mins to tube. Looking for a working professional who appreciates a friendly, relaxed home.
The Room: Generous double bedroom with high ceilings, large sash window, and original fireplace that's actually beautiful (we don't use it but it's gorgeous to look at). Fully furnished with double bed, wardrobe, chest of drawers, and desk. Gets lovely natural light throughout the day.
The Property: Gorgeous 4-bed Victorian terrace that's been lovingly maintained. Big kitchen-diner with a farmhouse table (perfect for flatmate dinners and working from home), separate cozy living room with original features and comfy sofas, and a small back garden where we sit in summer. Two bathrooms, so less queuing in the morning. It's got loads of character but with modern conveniences like central heating and a new boiler.
The Location: Residential street in Finsbury Park, 7-minute walk to the station (Victoria and Piccadilly lines, Zone 2 - so you can get literally anywhere). Finsbury Park itself is brilliant - farmers market on Sundays, open-air cinema in summer, and great for runs or lazy afternoon walks. There's a Tesco, loads of independent cafes, and Arsenal Emirates Stadium nearby if you're into football.
About Us: There are currently three of us: James (32, works in tech and makes excellent pasta), Sophie (29, teacher, very organized), and Maya (27, designer, has great taste in music). We're all working professionals who genuinely get on really well. We'll often cook together on weeknights or watch something in the living room on Sundays, but everyone has their own life too. It's a warm, welcoming house where we actually like spending time together.
Looking For: A female professional (mid-20s to mid-30s) who'd fit into our friendly dynamic. Someone who's sociable, tidy, and communicates well when something needs addressing. We'd love someone who enjoys cooking together occasionally and having a proper catch-up over dinner, but equally respects personal space and quiet time when people need it.
Practical Details:
- Rent: £850 per month
- Bills: Approx £100 per month on top (wifi, gas, electric, water, council tax - we split it equally)
- Deposit: £850
- Available: Immediately (or from 1st Jan if that suits better)
- Minimum stay: 6 months preferred
Interested? Drop me a message introducing yourself and what you're looking for in a flatshare. We'd love to hear from you!
- Went from "landlord" language to actual human language
- Described what it's actually like to live there (James makes pasta! Maya has good music taste!)
- Introduced current flatmates as real people, not just "3 professionals"
- Removed off-putting formal language ("No DSS," "References essential")
- Made bills clear and specific upfront (no more questions about this)
- Created a vibe people want to be part of
- Sounded welcoming instead of transactional
Platform-Specific Tips That Actually Work
Right, so you've got your amazing ad written. Now you need to know where to post it and how to optimize for each platform, because they're all slightly different.
SpareRoom
This is the big one in London. Most people start here, and for good reason - it's got the most active users.
Platform quirks:
- Character limit: 2,000 characters - you need to be concise but comprehensive
- Use all photo slots: Upload 6-8 photos minimum (ads with more photos perform better)
- Early Access: £29.99/month gets your ad shown 1 week early to premium users (worth it for competitive areas like Clapham, Shoreditch, Brixton)
- Keywords matter: Include "female only," specific area name, "professional," "non-smoker" in your description - people use these as search filters
- Bump your ad regularly: Edit something small every 3-4 days to push it back to the top of search results (change one word, update a date, whatever)
- Response rate shows: If you don't reply to messages, SpareRoom will show this, so be responsive
Facebook Groups
More casual, more community-feel. Great for word-of-mouth and personal recommendations.
Platform quirks:
- More casual tone works: You can be a bit friendlier and warmer here (emojis sparingly - maybe one or two, not twelve)
- Lead with the photo: People scroll visually on Facebook, so your first photo needs to be stunning
- Shorter is better: 3-4 paragraphs max - Facebook users have even shorter attention spans
- Engage in comments: Answer questions publicly and quickly - shows you're responsive and builds trust
- Tag location: Use location tags so people searching that area can find you
- Join multiple groups: London Housing, Females Flatmates London, area-specific groups - post in all of them
- Girl Gone International: Flats & Flatmates in London
- London Flat & House Share for Females/LGBTQ+ Only
- [Your area] House Share/Rooms To Rent
- Any women-only or LGBTQ+ housing groups
Rightmove and Zoopla
More formal, more property-focused. Good for reaching people who are also looking to rent whole flats.
Platform quirks:
- Professional tone: These skew slightly more formal - still be personable but less casual than Facebook
- Complete all fields: Fill in every dropdown and option - more data = better search results
- Max photos: Use all available photo slots
- Update regularly: Refresh your listing every week to stay visible
- Property description matters: Put effort into the main description - it's the first thing people see
Delphi
This is where you'll find people who specifically want the safety and community of a women-only environment.
Platform quirks:
- Emphasize safety aspects: This audience actively prioritizes feeling safe and comfortable, so mention things like secure entry, well-lit area, quiet street
- Use compatibility features: Fill out all profile sections completely - people here care about genuine compatibility, not just "who's cheapest"
- Community focus: Mention if you're open to community events, meetups, or building friendships beyond just flatsharing
- Be authentic: Women-only platforms value genuine connection - this is not the place for corporate landlord vibes
- Verify if possible: If there's a verification option, use it - it builds trust immediately
11 Mistakes That Kill Your Response Rate
Look, everyone makes mistakes. But some mistakes are costing you responses without you even realizing it. Let's fix them.
1. Being too generic
"Nice flat, nice area, looking for nice person" - could describe 500 rooms in London. You've given people zero reason to remember you. Zero personality, zero specificity, zero responses.
2. Writing essay-length ads with no breaks
People scan, they don't read Tolstoy. If your ad is one massive paragraph with no spacing, breathing room, or structure, people will scroll past in 2 seconds. Break it up. Use headers. Make it scannable.
3. No photos or terrible photos
Dark photos where you can barely see the room. Messy photos with clothes all over the bed. Weird angles that make the room look like a prison cell. These are instant "next ad" triggers. If you can't be bothered to take decent photos, people assume you can't be bothered with anything else either.
4. Being unclear about bills/costs
If you don't mention whether bills are included, people will assume you're hiding massive additional costs. Be explicit: "£700 all bills included" or "£700 + approx £80 bills." No surprises = more trust = more responses.
5. Using negative language everywhere
"NO slobs, NO party animals, NO drama queens, NO this, NO that" - sounds exhausting to live with, to be honest. You can communicate standards without sounding like you're writing a list of war crimes. Try: "Looking for someone who values a tidy, respectful home" instead.
6. Too many exclamation marks!!!
One exclamation mark shows enthusiasm! Twelve makes you look unhinged! And desperate! Like this!
7. Missing the move-in date
People need to know if your timeline matches theirs. "Available from 1st Feb" is crucial information. Without it, half your potential respondents won't even bother messaging because they don't know if it's relevant.
8. Zero personality - robot vibes
"Room available. Double bed. Wardrobe. Kitchen. Bathroom. £700." Congratulations, you've described every room in existence while telling me nothing about what it's actually like to live there. Show some personality. Help them imagine living with you.
9. Multiple typos and terrible grammar
One or two typos? Fine, we're all human. But if your ad is riddled with spelling mistakes and reads like you wrote it in 30 seconds while running for a bus, it makes you look careless. Proofread. Get a friend to read it. Use spell check.
10. Trying too hard to sound "professional"
"The property offers spacious accommodation with excellent transport connections." Stop. This isn't a job application or a legal document. You're looking for someone to share your home with, not interviewing for a corporate position. Just talk like a normal human.
11. Not proofreading before posting
"Room available in Machester, near Kinfs Cross." At minimum, at the absolute MINIMUM, spell the city and area names correctly. It takes 10 seconds to proofread and it makes you look like you care.
After You Post: Getting More Traction
Posted your amazing ad? Brilliant. But you're not done yet. How you handle responses and maintain your ad visibility is just as important as the ad itself.
Responding to Inquiries
Response time actually matters. Like, a lot.
Good candidates are messaging multiple ads. If you take 2 days to reply, they've probably already arranged viewings with three other places and mentally moved on. Reply within 2-4 hours if possible, even if it's just to say "Thanks for your message, I'll get back to you properly this evening."
"Hi [Name], thanks for your message! You sound like potentially a great fit. I'd love to know a bit more about you:
- What's your current living situation and why are you moving?
- What are you looking for in a flatshare?
- When would you be looking to move in?
If it seems like a good match, we can arrange a time to video call or meet for a viewing. Look forward to hearing from you!"
This does two things: shows you're interested and responsive, and filters further before you invest time in viewings.
Keep Your Ad Fresh
Algorithms (whether SpareRoom or Facebook) favor recently updated content. Here's how to game the system:
- Update every 3-5 days - Even tiny edits push you back up search results. Change one sentence, update a date, swap a photo, whatever. It signals "this is still available and active."
- Rotate your photos - Try different room angles as your lead photo. Sometimes a different perspective catches someone's eye.
- Adjust based on questions you're getting - If three people ask about parking, clearly mention parking (or lack of it) in your ad. If everyone wants to know about working from home, address it upfront.
- A/B test different hooks - Try two different opening lines over a week and see which one gets more quality responses. It's not an exact science, but it helps you learn what resonates.
If You're Not Getting Responses
If it's been 5-7 days and you've had fewer than 10 responses, something needs to change. Don't just wait and hope - take action.
Try these fixes:
- Rewrite your hook - Those first 2 lines are make-or-break. If they're not working, change them. Be more specific about location or add your best feature upfront.
- Add more/better photos - Take new photos in better light. Show different angles. Add photos you didn't include before (the garden! the street view! the kitchen from another angle!).
- Be more specific about who you want - Vague appeals to everyone appeal to no one. Get more specific about your ideal flatmate.
- Check your pricing - Search for similar rooms in your area. If you're £100 more expensive with no obvious reason why, that's your problem right there.
- Make your personality clearer in "about me" - If your ad reads like a property listing, rewrite it to sound more human. People want to know who they're living with.
- Post on additional platforms - If you've only posted on SpareRoom, try Facebook groups and women-only platforms too. Cast a wider net.
If you're getting lots of responses but from completely wrong people, your ad isn't filtering well enough. Be MORE specific about who you want, not less. It's counterintuitive, but it works. You'd rather have 15 good responses than 50 terrible ones that waste your time.
Your Next Steps
You now have everything you need to write a flatmate ad that actually works. Not "might work if you're lucky," but genuinely, consistently works.
No more posting an ad and getting three responses over two weeks from people who clearly didn't read a single word. No more wasting time on viewings with people who are completely wrong for you. No more wondering why other ads get flooded with interest while yours sits there gathering dust.
You know the formula now. You know what works and what doesn't. You've got a template, real examples, and a complete breakdown of every section.
The only thing left is to actually do it.
- Copy the template and fill in every section honestly (takes 20 minutes max)
- Take 6-8 good photos in natural daylight - morning or early afternoon is best
- Post on 2-3 platforms - Delphi, SpareRoom, and relevant Facebook groups
This Week:
- Respond to inquiries within 4 hours - good candidates don't wait around
- Update your ad every 3 days to stay visible in search results
- Adjust based on feedback - if people keep asking the same questions, address them in your ad
Specific beats generic every single time. "Nice room in nice area" gets ignored. "Bright room in Clapham North with balcony, 2 mins from tube" gets clicked.
Your ad should attract AND filter. You want the right people to think "this is perfect for me" and the wrong people to just keep scrolling.
Good photos = 75% more responses. Not "nice to have," not "if you can be bothered." Essential. Non-negotiable. Take the photos.
Honest ads save everyone time. Don't oversell. Don't hide things. Be upfront about what you're offering and what you're looking for.
Personality matters - let it actually show. You're not a robot. You're not an estate agent. You're a real person looking for another real person to share your home with. Sound like it.
The difference between getting 3 responses and getting 30 responses isn't luck. It's not about having a nicer room or a better location (though those help). It's about knowing what works and actually implementing it.
You now know what works. The template is right there. The examples are right there. The exact formula is right there.
Now stop overthinking it and go write an ad that gets you a flatmate you'll actually enjoy living with. Not someone you tolerate. Not someone who drives you up the wall. Someone you actually like having around.
Once you've created your ad, make sure you're posting it on the right platforms and learn how to screen the responses to find your ideal match.
For the complete flatmate-finding process from search to move-in, check out our complete guide to finding your ideal flatmate.
You've got this.
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Find your ideal flatmateTable of contents
- Why Most Flatmate Ads Fail (And Yours Doesn't Have To)
- The Anatomy of a Perfect Flatmate Ad
- The Hook: Your First 2 Lines Make or Break Everything
- Describing Your Room & Property (What Actually Matters)
- About You: Finding the Right Balance
- Who You're Looking For: Being Specific Without Being Picky
- Photos That Get Clicks (Not Just Any Photos)
- The Free Fill-in-the-Blank Template
- Real Examples: Before & After Transformations
- Platform-Specific Tips That Actually Work
- 11 Mistakes That Kill Your Response Rate
- After You Post: Getting More Traction
