Renting out your vacation rentals can be lucrative, but you expect to face stiff competition. On the other hand, travelers are looking for a memorable experience so you have to enhance every aspect of their stay.

Are you wondering How To Make Your Vacation Rental Stand Out?

The amenities you provide in your property could make the difference between a one-time-guest and those who return. Here are some simple and vital steps that can make your property stand out in a saturated market.

Identify your Target Market

When renters are looking for details, they concentrate on specific information like price, location, amenities, and more. These are the details you need to increase bookings.

Are you targeting solo travelers, families, couples, businessmen, millennials, or retired travelers? The target market will depend on the type of property you own. If you have an apartment, you may have a different target audience compared to those people who sell a mansion or villa.

Apart from that, your target audience will depend on the amenities you offer in your property. You could have free fast internet, entertainment system, private driveway, etc. You don't have to appeal to anyone to get more bookings. It makes more financial sense to target travelers during on and off-season.

Highlight the unique selling proposition (USP)

Now that you have a target market, you should cater to their needs and wants. What makes your vacation home special? What sets you apart from the competition? The moment a traveler comes to your home, the USP will be instantly recognizable. Maybe you have a secured fence around your swimming pool. You may have super-comfortable bedrooms, a romantic décor style, etc. The idea is to highlight what makes your home unique from the other 1000s of rentals in your area.

If you're finding it difficult to spate yourself from the pack, you should pay attention to guest reviews. What do visitors love most about your property? Is there something that is mentioned in the review that is worth exploring? Listen to the feedback you get from the visitors and then capitalize on them.

Read more on how to encourage guests to leave a review here!

How about the location? Think about what a guest would like to do when they are around your home. Are there unusual activities and tours around? Some guests will like to explore a specific breakfast spot, an amazing coffee shop, etc. You could also have tailored itineraries that are made according to guests' preferences.

Another way of giving your property a unique selling proposition is by furnishing it with vintages or antiques. Think about the features that visitors want and how you can turn them into benefits. Other themes you can include in your vacation homes include boudoir, circus, futuristic, farmhouse, or something completely different.

You can also sell your unique proposition through better communication. Also, you shouldn't worry that the vacation will be interrupted by anyone. How about having a unique pricing model? When you highlight all these things, you can be sure that you'll be the company visitors' call.

Read more on writing a perfect vacation rental description here!

A Jacuzzi or hot tub can easily transform your vacation rental into a romantic getaway. Although it requires less space, the heating costs may go higher during winter. As you come up with a unique selling proposition, you should not overthink it. Your goal should be to add value to visitors. If you try too hard, you could have a rough time to build trust.

Cater to the Needs and Desires of Guests

Think about it- travelers want to rent a house that is better than their own. With this in mind, you should offer amenities that are over and beyond their expectations. Unless you're trying to provide off the grid experience, a good Wi-Fi is a must for vacation rentals. This is what the visitors need to access their social media accounts or read emails.

Another way of making your vacation home unique is by offering satellite TV or streaming services. Even if the guests may not use the TV, some may want to keep up-to-date with the favorite shows while others may want to relax in front of a good film. If you're not ready to provide Netflix or cable TV, you may want to offer a wide range of books. Just make sure what you give is appropriate for the whole family. Some parents may want something that can entertain the kids on a rainy day.

The washing facilities will also make your vacation rentals stand out. Some visitors may be staying for more than a week and may not bring enough clothes with them. A drying rack can also be an added benefit. That's not all, you should upgrade the kitchen appliances. This is the most important space in your vacation home. You can make your kitchen feel high-tech by installing a wine-cooler, coffee system, new fixtures, countertops, trash compactor, etc.

Gaming enthusiasts maybe look for a vacation home with a great gaming console. If you're targeting millennials, you should include the most recent gaming console.

How about a complimentary welcome basket? If you want to leave a lasting impression on your guests, you can provide a well-stocked welcome basket. Everyone will appreciate small things like coffee, jam, butter, bread, etc. If you're targeting couples, you could provide a bottle of wine, chocolates, etc. You can also provide a bit of luxury by including shower gels, conditioner, soap, bubble bath, bathrobes, slippers, and fluffy towels.

If you don't offer a spa, it doesn't mean that your guests can't enjoy luxury and relaxation. You can go the extra mile and mount shampoo dispensers on shower walls. Still, you can provide toothpaste, conditioners, and mouthwashes.

Guests will appreciate vacation rentals that offer 24-hour check-in. This is great just in case something happens in their journey and they don't arrive at the right time. You could have an automated check-in system or lockbox.

Be the Best Host

If you want to make your rental property feel like home, you should handle all the details. Of course, a little pre-work goes a long way. To start with, you should ensure the property is sparkling clean. And let's face it: there's nothing more frustrating than arriving at a rental property after a long journey only to find out the toiletries are missing. Don't let the dirty space spoil their vacation.

If your vacation property is located in an urban area, you should offer safe parking. Perhaps you can allow for temporary garage access that can be controlled with a mobile device.

Decorate your Property

If you want to increase your vacation income, you should start thinking differently. How can you decorate the property to bring in more business? To ensure the property looks attractive and exciting, you should be careful of the color scheme you choose. This doesn't mean that you have to use the 1970 retro.

Adding a fresh coat of paint can do wonders, not to mention, it can make your property stand out from the competition. If you choose bold colors, you should look for the right scheme to excite the guests.

How about updating your furniture? What kind of people rents your property every year? During the low season, you should critically assess the sofas and beds. Keep in mind that the constant wear and tear can take a toll on your furniture.

You should also upgrade the bedding and towels. This is an important amenity that could mean a one-time visitor or frequent visitors. The quality of bedding matter – go for linens, cozy blankets, plush towels, etc. Because linens define luxury, you can place a visible sign that shows the kind of bedding that you use.

Think about the Latest Trends

It's estimated that by 2021, vacation rentals will topple the hotel industry. Here are some trends to watch out.

Vacationing with Pets

Today, most vacation rentals are pet friendly so yours shouldn't be an exception. From a statistic standpoint, about 42% of vacationers choose to bring their pets along. Of course, they are always willing to pay extra. That being said, you should ensure your property is desirable to pet owners. Most travelers will return if everything went smoothly the first time.

Low Season Travel

The best way to avoid crowds and save money is by traveling during the low season. Because the rates for peak season tend to be higher, some will avoid vacationing during this time. They will wait for a cozy autumnal vacation so they don't have to endure the summer heat.

Instant booking

Instant booking offers travelers the confidence that they won't miss out on their dream rental. It's more convenient for those who like to do last minute bookings. You should offer a simple process of booking without complicated procedures.

Unique accommodation

If you want to give your travelers a unique experience, you should offer different types of accommodation like igloos, tiny houses, glamping, bubble domes, Treehouse, etc. They don't only require low investment but also give a high turnover.

Vacation rentals demand high among Generation -Z and Millennials

Today, most millennials want to travel with their growing families. Therefore, you should focus on giving your visitors an out of the ordinary experience. If your vacation rental is targeting gen-Z, you should ensure you give them an immersive experience.

Post clear, well-lit Pictures from every angle

Ask any traveler and they will tell you they want to book the prettiest vacation home. Your property could be in the desired area and may have the right number of rooms, but if it's not good looking, you won't get the bookings.

Posting high-quality pictures is a key factor. Great photos will show how good your property is. The angles you use and colors matter a lot. Great pictures mean better value and professionalism. But this doesn't mean that you should hire a commercial photographer. As long as you have a phone with a decent camera, you can take some good photos.

What matters most is highlighting the great features. This could be the double sinks, bathtubs, and everything else. The number of images that you capture also matters. When you post plenty of awesome pictures, you can get a better understanding of what the holiday home offers. This also means that you'll spend less time answering some questions about your rentals.

A video presentation will also make your property stand out among the competition. Make sure you don't overdo it. You should just highlight the bathroom, outdoor area, and kitchen. To ensure the best lighting and sound, the videos should be edited by a professional.

Read more on how to take the best vacation rental pictures here!

Outdoor Experience Amenities

Guests will want to stay in your vacation home if you offer remarkable amenities. If you want them to enjoy the outdoor space, you should furnish it with tables, chairs, a couch, sun lounges, etc. During summer, you should provide your guests with a gazebo or sun umbrella to offer some shade.

If the vacation rental is situated around beaches, you should provide a cool box, fold-up chairs, beach towels, etc. You can also offer inflatables and bodyboards.

If your guests want to get around the city, you can have a couple of bikes for them. Be sure to provide them with instructions on how they should go around the city including bus schedules, metro maps, and driving routes. For those who like to spend an active life, you can create some space for basketball, football, etc.

Some guests may want to spend time outdoors during summer nights. You could have warm-colored lighting.

Create a Location and Contact Information Page

You should create a page on your website that shows the distance in miles and travel time from the airport, shopping malls, restaurants, and major attractions. Most travelers will always factor in the location when choosing the best place to lodge.

The contact information including emergency numbers should be available 24/7. This ensures a better rental experience for your clients.

Spread the word out

If you want your rental property to find a place in the competitive market, you should spread the word out. Let travelers know why your vacation home is different from the rest. While you advertise directly in magazines, you can also use blogs. Other than that, you can ramp up your social media presence.

Key Takeaways: How To Make Your Vacation Rental Stand Out!

You should always think like a hospitality professional. Take time to understand the market, make the booking process simple, and always ensure the guests are comfortable. Don't forget to follow the latest trends to ensure you have a beautiful home for your guests. Needless to say, you should put yourself in the shoes of a traveler.

What can make you choose one property over the other? And how you can duplicate those aesthetics for your guests? As a property owner, you should adopt new strategies to help you stay more competitive among other hosts.

There's no doubt that the vacation rental industry is booming and the competition is red hot! If you want to stay ahead of the game, you should bring the `wow' factor. So, how do I market my vacation rental property? You should have a strategy in place to drive traffic and get bookings.

Top marketing tips for your rental property

Narrowin your ideal guests

Before you come up with a vacation rental marketing plan, you should define the target audience. Some ideal options may include millennials, large families, or business travelers. While most of this decision will depend on the location, the type of property also matters. 

Create a property website/blog

A website can be a smart marketing tool if you leverage the power of SEO. You should add localized content like restaurant recommendations and neighborhood sites. 

Whether your property is tucked in a secluded getaway or the center of a city, you should ensure the website shows all the features. Make sure you communicate directly to guests and explain how they will have an unforgettable stay in your property. To ensure your vacation property stacks up above the competition, you should provide detailed and up-to-date information. Of course, you have to include contact information, Google Maps, and more. 

A vacation rental website allows you to stay in charge of all the details without the middleman. The homepage should have all the details a potential guest might want including the amenities, number of rooms, and special features. And don't forget to add some high-quality photos. Finally, you should ensure the site looks great on mobile as this is what guests use when on the go. 

Blogs will help you gain authority and take advantage of content marketing. There's so much to write about to bring travelers to the website and make a booking. Apart from stating what you offer, you can also write the history behind your property. Let visitors connect you at a personal level to gain more confidence in your services. 

Your blogs don't have to be all serious; you can write something funny to capture the reader's attention. Another important thing to note is that visitors will always look if the blog has current information. If it was updated months ago, they will walk away. Apart from having an active blog, you should ensure it's optimized for SEO. Don't forget to link your blog on Facebook and Instagram. 

Leverage local events

If a festival or a holiday is coming up, you should offer perks that coincide with the local happenings. When you tune in to what is going on in the market, you'll get more bookings and probably charge more.

When there's a big event around your vacation property, the guests want to go there and enjoy it. If they can find good accommodation, you should make the trip even more memorable. This will make them keep coming back and may even recommend your services to their friends. Don't shy away to contact the organizers as you can advertise each other. 

If you haven't done it already, you should reach out to the local tourist office and ask them to give any information you need for guests seeking accommodation. Guests will always check out on events before choosing their destination. If you register with a tourism association in your area, they can link your services to your website. While most companies will do this for free, others can charge a small fee. 

Post quality photos

When it comes to vacation rentals, the pictures will feed the entire marketing engine. The first thing that captures the travelers' eye is not the number of rooms or price – it's your pictures. 

If you have eye-catching descriptions but the photos are blurred, it will not resonate well with potential future guests. Pictures are worth a thousand words and this applies in real estate. They show how customers evaluate the property. When visitors come to your website, they only want to see the prettiest home.

If there're other vacation properties with the right number of rooms and within your price range, the visitors will choose the one that looks great. So, high-quality photos will not only make a heck of an impression but also convert into more bookings. 

This is where the services of a professional photographer come in. He knows how to use the right colors and angles to give a realistic view of space. High-quality pictures mean less unqualified inquiries, fewer questions, and more confirmed reservations. 

Want to take the best pictures of your vacation rental? Check out these tips here!

Cultivate more reviews

Did you know satisfied customers can do the marketing for you? As long as the renters are happy during their stay, you can ask for reviews. 

But why do you need reviews? It's estimated that 9 out of 10 customers read online reviews before they make their investment decision. When visitors see that other people enjoyed their stay, chances are that they too will enjoy it. 

Regardless of the review you get, there're a few things you can do to increase the odds. The best time to ask for a review is when the vacation experience is still fresh in the guest's mind. If you wait until they get to their homes, the memory will have faded away. You also risk getting a generic review instead of a genuine one. 

A modern traveler wants to have everything at their fingertips. You can ask them to leave a review in the guestbook. It's worth mentioning that you have to manage reviews across the different platforms. When asking for reviews, you should not offer to pay to receive positive comments or pester the guests via phone calls. 

Read more about how to encourage guests to leave a review here!

Consider paying for traffic

Although cost-per-click may seem costly, it's crucial for any vacation rental marketing. If you want to entice guests or drive traffic, you have to get visitors with the targeted keywords. But it's not just about the traffic -you should market the experience. 

Vacation rental marketing mix

When marketing your vacation rentals, you should pay attention to the trends within the industry. If you don't, the client base will reduce. Once you understand how to market your property, you'll have a competitive advantage. Instead of fighting the waves, you should adapt the four marketing Ps (Price, place, product, and promotion).

How to make your vacation rental stand out from the rest (product)

Why should people choose your property and not that of your competitors? The first step in your marketing plan is to improve the listing. Make sure you create an eye-catching title to generate interest from guests – every word you use is important. Be sure to mention the best features but don't overuse them. 

The description also matters. A compelling description will make the property sound desirable. Besides that, you should add subheadings to ensure the visitors can easily skip to the information. They should be powerful enough to make the viewers want to book with you. Avoid stern rules that could put off potential guests. 

As you promote your property, you're also marketing yourself. You should give a brief description of who you are and verify your profile. This gives credibility to your business. 

Price

When it comes to pricing, you should ensure what you set looks attractive to potential guests. It should not be too high or too low because you need to cover the expenses. From a statistic standpoint, 40% of vacation renters will make bookings based on the pricing strategy. 

Before you set the price, you should consider the occupancy rate and the prices of other competing properties. If you're a first-timer, you may want to place the price about 25% below the market value. Guests will always go for the best deal, so you want to be near the top when customers carry the searches. This doesn't mean that you should have a fixed price all year round. Instead, you should adopt dynamic pricing that change in line with the demand. 

Weekday and weekend pricing should be different. If the weekend rates are a bit higher, some guests may choose to come early to take advantage of the low price. How about adding special touches that appeal to guests and charge more? For instance, you can invest in a hot tub, put a barbecue in a balcony, or even offer special services like bicycle rental. 

Read more about pricing your vacation rental here!

How to reach out to potential guests (promotion)

This is where the rubber meets the road. Promotion is the DNA of any vacation rental property. It includes special offers, advertising, and public relations. When you use the right promotional techniques, you can drive more traffic and maximize your reach. 

If you want to learn how to manage your business, you should join forums. Bloggers and social media followers will also bring you some publicity. You may also want to contact influencers, let them stay in your property, and then write a review. 

Place

If there're other vacation rental properties around, you should do a lot to improve the occupancy rate. Just put on the marketing hut and test all the channels to find the one that works best for you. 

How to market your vacation rentals 

Before you market your property, you must address all the meticulous details to give your guests a memorable experience. More specifically, you should ensure both the interior and exteriors are up to standard. If the guests find used-and-abused furniture, scuffs on the walls, or things of that nature, that won't work. 

You should put yourself in the shoes of the traveler. How would you feel if you take a long flight only to find out that what was depicted in the photos is different from what you see on the ground? Do you get the picture? 

Marketing your vacation rentals via email

When email marketing is done right, it can give the best ROI on the vacation property. This is what most vacation managers use to stay ahead of the game. But first, an email has to be sent to a targeted market segment. It should be relevant to the group of contacts and needs to be interesting. If special events are happening around your property, you can send an email that talk about ski specials, golf specials, and best restaurants. 

The subject line should grab the reader's attention and must have a specific call to action. If you want to make an email more engaging and interesting, you should not make it salesy. Another tactic of using email marketing is getting a custom report in Google Analytics. It tracks the number of bookings and the time of the day you send the bookings. Be sure to send your emails based on these metrics. 

Today, the cost of email marketing is fairly cheap. If you want to give your guests a reason to open the emails, you should be consistent. 

Read more about vacation rental email marketing here!

Use videos

Most travelers are looking for beautiful locations to spend their time. While you can create intriguing content to bring guests to your property, a video tour can do wonders. Perhaps, you can take a video of people enjoying the scenery to give potential guests a reason to come to your space. You can post on social media or the website. Unlike photos, videos will keep the target audience engaged and will differentiate you from the competition. 

Partner with local businesses

Your vacation will thrive if you connect with the local community. This is not only a simple way to strengthen relationships but also help you build a brand name. When the local shops, cafes, and businesses partner with you, you'll get more qualified leads and bookings. 

Word of mouth

If you want to increase bookings in your rental property, you should talk to people. Start by focusing on the people in your area and participate in local events. Make sure you have business cards that contain your name, phone number, and address of your website. 

Advertise on social media

Facebook and Instagram will let you drill deep down when targeting your ads. Your adverts should target people interested in travel, recently booked vacations, and people from specific geographic areas. Needless to say, the ads are affordable compared to other advertising platforms. 

Your past renters can be a good source of communication, so you should keep the communication lines open. Some may be willing to send some renters your way. This is a simple way to build grassroots interest in your brand and promote relevant news to the city. 

Both Instagram and Facebook Social Media have exploded in recent years, so they will help you reach out to a bigger audience. 

Read more about Social Media advertising here!

Wrapping it up

If you want solid profits for your vacation rentals, you should not underestimate the power of marketing. As you advertise your services, be sure to refine your marketing strategy with time. Keep in mind that diversification is the name of the game. 

It's estimated that about 4.5 billion people use social media worldwide. As a vacation rental owner (more tips for owners here), being present online will help you build awareness and reach out to prospective guests. This brings us to the question, How do I advertise my vacation rental on social media?

You should use platforms like Facebook, Twitter, YouTube, Pinterest, Instagram, etc. Here are some basics to drive business your way. 

Why use social media for vacation rentals?

Social media will help you spread the word to new users. Every time a prospective client interacts with a photo, video, or blog post, it appears to the user's news feed. Furthermore, when someone likes a post, it can be seen by hundreds of clients. This allows you to reach out to people you never imagined. But what matters most is knowing the right platforms to use. Other benefits of using social media include:

Makes you look professional

When you leverage the power of social media, you're not just like any other vacation owner. You can share your knowledge and show guests that they are in good hands. Think about how many people use Facebook and Instagram. Social media will also help you build a name and gain credibility for your business. 

Helps share useful information

If your rental property is located close to beaches, you can post pictures of beautiful sunsets on Instagram and Pinterest. This will give your guests reasons to come to your vacation rental. 

Encourages guests to share their experiences

When guests come to your vacation rental, you should encourage them to share their experiences. Of course, happy clients will always post pictures on their social media pages and may even tag you. Photos are a selling factor of any business as they catch the reader's eye. 

If you want to build a strong relationship with past clients, you should respond to their reviews and address any concerns they may have. 

Allow you to cross-promote with local businesses

Guests will always frequent nearby retailers, parks, restaurants, and tourist destinations. Did you know you can initiate a partnership with local businesses to reach a wider audience? For example, you can say “anyone who rents at my vacation rental for two nights will get free drinks at X&Y restaurant”.

Alternatively, you can give gift cards or a few social posts for your business. Make sure you create eye-catching graphics that boost the visibility of your business. Either way, both of you will have something to gain. 

Social Media Platforms to Drive Bookings for your Vacation Rental

Let's face it: coming up with a comprehensive social media strategy is no easy task. Here are the major platforms that can help you spread the word out. 

Facebook

It's estimated that about 1.72 billion people use Facebook every day. Therefore, when you share relevant posts on this platform, you can attract future guests. More specifically, you can give updates on the amenities you offer, discounts, etc. 

But here is the catch. You should not just show people your house, attractions, or scenery. Be sure to highlight the exciting things visitors can do in the area. 

When using Facebook, you should be careful about the number of times you post photos. Because your ultimate goal is to add value to clients, a constant promotion will turn people off. The idea is to give people a reason why they should follow you. For instance, you can post some of the top activities for guests to enjoy. You can also mention the good places to visit like swimming pools, local eateries, or coming events. 

If you're advertising on Facebook, you should not just throw words here and there hoping that they will work. First, you must set a budget and determine how long you want the ad to run. But even if the ad is performing exceptionally well, you should make sure it's active throughout the period. 

More on advertising your vacation rental on Facebook? Check out this article here!

Twitter

This is another great tool for promoting your vacation business. When you use Twitter at a personal level, you can connect to people and businesses. It's worth mentioning that this platform has character limitations, so you should post shorter frequent updates. If you want to give a long message, you can use links. 

You should tweet about your accommodations and anything special you could be offering. To ensure your message is not overly spammy, you can include information about the local restaurants, attractions, and anything that may be useful to tourists. When you mention the great things you're doing locally, you will get some great retweets. 

Pinterest

Pinterest is a great tool to show prospects what you offer in your vacation rentals. You can mention the local food, surroundings, etc. 

What should you pin? You must make a board about your vacation rental property and pin images of the local landscape, accommodations, architecture, events, food, and more. The photos you post should be visually appealing and must have good lighting. And to ensure people find your content, you may want to write strong captions. It's estimated that 80% of users will re-pin other people's pins. With this type of following, you can easily build your social media presence. 

Instagram

Without a doubt, Instagram has taken over the social media community. Being a visual platform, this is where you can engage users through likes and comments. If you don't want to advertise your business in the overly crowded Facebook platform, you can't go wrong with Instagram. This is the platform to use if you're targeting millennials. 

More on advertising your vacation rental on Instagram here!

Be sure to use hasthtags for vacation rental promotion!

YouTube

With over 2 billion YouTube users per month, this can be a great tool to draw people's attention. You should upload videos that highlight what can attract visitors and capture their interest. This platform works well for visitors who are still in the planning stage. Your YouTube presentation can be a montage of photos or a simple presentation of videos. 

YouTube allows you to incorporate key phrases and add music to your videos. To ensure your potential clients see your vacation rental as the perfect place for their holiday, you can share the posts on other channels. 

Forums

They offer visitors a platform to ask questions. They can also talk about related events in your area. This is also the best place to meet other vacation rental owners that come from your location. When using forums, you should avoid overt advertising as it is a good way to network and form relationships. 

LinkedIn

You should think of LinkedIn as your online resume. While it's exclusively used by professionals, the platform offers an opportunity to promote the features and amenities of your vacation rental. You can also use LinkedIn if you're targeting corporates and businesses. 

How to use Social Media to Boost Bookings in your Vacation Rentals

While your vacation rental website can attract people to do bookings, social media platforms increase your chances of getting profitable occupancy. If you're ready to take your vacation rental to the next level, here is what you should do.

Promote the experience

If you want more bookings in your vacation rentals, you should convey guests' experience rather than a place. A good place to start is capturing photos and videos that show how spacious the rooms are, how nicely decorated the property is, etc. 

During winter, you can use social media to take your vacation rental a notch higher. Perhaps, you can post photos of your living room with a fireplace. The renters also want to see the surrounding area . Don't forget to talk about technology you use like Wi-Fi. 

Read more about writing a perfect vacation rental description here!

Luxury-minded visitors are concerned about the number of bathrooms, in-house clubs, game rooms, and other high-end features. Don't forget to mention concierge services. Some guests may want to know services like personal chefs, limo transport, and personal chefs. When you offer convenience, you get a competitive edge in the luxury market. 

When posting photos (check out how to make the best vacation rental pictures here), you should add a mix of beautiful things. If followers see the same thing now and then, they can spam you. 

Use separate social media account

When marketing your vacation rentals, you should create another separate Facebook account. A business page will allow visitors to engage and turn into paying guests. 

Encourage guests to tag and review you

Happy clients will always tag you in their social media posts. But you shouldn't be forceful about it. Also, you should include your social media hurdles so that guests can create an online presence. If you're booking outside home-sharing platforms, you should encourage guests to give reviews. This is also a great way to boost SEO. 

Show some personality

Whether it's a stream of conversation on twitter or Instagram posts, you should be genuine in your talk. This helps the target audience build some trust. Don't be afraid to reach out to individuals and respond to their feedback. 

How do you reach out to those people who don't know that you exist? Whenever you post on Facebook or Instagram, you should include a city as the location. If you're using Twitter, you can use hashtags to help people link directly to your property. 

A realistic Social Media Strategy for your Vacation Rentals

While marketing your vacation rentals via social media may seem time-consuming, it gives a significant return on investment. An excellent way to advertise your property is by using a social media strategy. 

Which social media channel should you focus on?

The last thing you want is to advertise your vacation rental property and get absolutely nothing. While Instagram is the best place to post high-quality pictures, it doesn't mean that you should share the same information on Facebook and Twitter. If you're targeting the younger generation, you should use Instagram but if you're targeting the wider population, Facebook works better. 

But here is the thing – social media is interactive. It's not just about your properties. When you follow what other guests are doing, this will encourage them to tag you. Even if you receive a negative review, don't delete it. You should address the query professionally without being emotional. 

For paid advertising, the best platforms that give the highest ROI are Twitter, Facebook, and Instagram. And the reasons are straightforward. Facebook has algorithms that are designed to point to the most relevant traffic. Besides that, you can isolate traffic based on location, age, gender, and lifestyle. 

The conversion rate of Facebook is estimated to be nearly five times that of other platforms. This is without a doubt a potential advertising goldmine. 

If you want to display majestic pictures of your property, Pinterest is the best platform. For anything besides luxury, you will have a tough time capturing the attention of users. Avoid those platforms that give fewer followers as it can make the bookings nearly impossible. 

What content and how often should you post?

Your vacation is not the only property in the location. To ensure you stack up above the competition, you should post high-quality photos. Secondly, you can promote the experiences of guests, updates, news, and any other relevant information. If you post high-quality images but the message is difficult to master, you may not see the return on your efforts. 

The frequency is another tough decision you have to make. You don't have to post too often as this may annoy the audience. If you're using Instagram, the frequency doesn't matter. However, if you're using Facebook, once a day is enough. For Twitter, two or three tweets a day can pass the message across. Anything more than this can make the number of followers to decrease. 

If you want to garner the interest of new guests or increase your odds of landing a booking, you should add some personal touches. 

Using social media pages as testimonial guestbook

Even after you connect to social media platforms, you must show to the public that you still care. When someone posts something positive or negative, you should thank them. This brings positive energy to your brand. 

When people see your social media profile is filled with positive comments, they will have no trouble coming to your vacation rental. Another way of expanding your reach is tagging people in photos. 

Social media platforms will help to reinforce authority in your area. If potential guests already know popular activities in your area, they will come there. Needless to say, you can also share some insider experience. Make sure you keep the message positive and avoid spending more time than you need to. 

Final thoughts

Whether you're just starting or you've been renting vacation homes for years, you should adapt to the current market conditions. The above social media platforms will not only attract more bookings to your vacation rental but also help you get loyal guests. Remember, it takes a bit of work to see the results. 

The online era has opened many new realms of possibility for people to engage in business ventures, with one of these being the opportunity to market your vacation rental to a worldwide audience. However, it has also opened the door for everybody to be an expert or a critic, so negative guest reviews—or the lack thereof—can make your rental seem inferior or irrelevant.

How can you encourage guests to leave reviews? There are several effective ideas for getting guests to leave reviews, from highlighting reviews on your rental’s social media pages to straight-up asking. The best option, though, is excellent communication with your guests and making sure to follow up on every stay.

For better or for worse, prospective guests turn to reviews as their primary means of gaining information about your rental property. Just like likes and comments on social media, your vacation home is not relevant without a certain amount of customer interaction, so relationship management and working for feedback can turn into a full-time job. 

8 Ways to Encourage Guests to Leave Reviews 

The following are various ways in which you can encourage your guests to leave reviews for your vacation rental:

#1 – Practice Active Customer Relationship Management

The old-fashioned—and heavily flawed—school of thought in the business world is that while the point of sale ends a buyer/seller relationship for the seller, the point of sale begins the buyer/seller relationship for the buyer.

Before the advent of the internet, this approach may have had its merits. A property owner could market his or her rental and schmooze with the fancy sales pitch, and when they collected the money, they would be done and move on to cultivating the next tenant. The bitter taste that the customer may have experienced was not as significant a cause of concern for the property owner.  

Now that the guest has the ability to share his or her opinion with the waiting world in a matter of seconds with the click of a button, the point of sale is actually more of a starting point in the buyer/seller relationship for the seller than it is for the buyer. 

Simply put, to cultivate a positive review, a property owner’s job is just beginning once the booking is confirmed. While most rental owners and property managers work to get feedback and obtain reviews after the stay is complete, it is actually just as, if not more, important to receive feedback during the stay. 

Whereas post-stay feedback cultivation can feel a little spammy and like a sales pitch to get a review or repeat business, feedback during the stay can make customers feel like they are getting instantly gratified and that you care for them as people. This can leave a very favorable impression in their minds and make leaving a review a priority.

During a guest stay, you can enhance your chances of receiving a review by reaching out and asking the following questions, just to name a few of many examples:

• Is everything going okay? Do you understand how to use all the appliances and temperature controls?
• Are there enough towels for you?
• Are there any aspects of the home that have differed from your expectations when making the booking, and can we do anything to get that resolved for you?

You will want to use an instant messenger or direct call for these in-stay follow-ups as opposed to an email that may not get seen during the stay. This can help ensure that any issues are resolved in a timely fashion.

Additionally, just because in-stay follow-ups are of critical importance does not mean that after-stay follow-ups are not also essential to customer relationship management. It is a good idea to give a guest a call or a polite email after each stay and let them know how much you enjoyed having him or her as a guest.

While asking for a review is not a bad idea during this communication, just the simple fact that you reached out and let the guest know that he or she is appreciated will likely serve as a reminder and elicit a review. 

#2 – Respond to Guest Questions Immediately

Continuing with the concept of customer relationship management, it is of critical importance that you immediately respond to guest questions to have any chance of getting a positive review. While smart technology has opened the door for many business opportunities, it has also created an instant gratification culture where customers do not like to be left waiting.

With that, and with the amount that guests trust customer reviews, the following is an all-too-common scenario that takes place during a booking:

1. A customer wants to go on vacation to Miami, so he or she downloads a popular vacation rental platform to find a place to stay.
2. Your property, which carries a 4.9-star rating on the app, populates at the top of the customer’s search. He or she sees the high score, gives a quick scroll through the pictures, and books your property.
3. When the guest shows up and sees that the pool is drained for maintenance, he or she, not having read the bold print in your listing that says the pool will be under maintenance from Date A to Date B, calls and wants to know what is going on with the pool.

When this scenario occurs, it is crucial to be available to remind the guest of the listing. If this does not assuage the guest and the pool is the reason he or she booked, try to offer a solution, such as transferring to another property with a pool (if you have it available) or providing a pass to a local hotel or community pool.

If you are not around to field concerns, make sure you find an agent who can be there in your stead. Promptly answering customer questions can be the difference in a positive review, a negative review, or no review at all.

#3 – Leave a Review for the Guest

With modern vacation rental platforms, such as Airbnb and Vrbo, hosts can leave a review for their guests. If this is the case, always be proactive and leave a glowing review for those who have completed a stay at your property (if it is merited). Some best practices for leaving guest reviews include the following:

• Personalize the review. Try to use the guest’s first name at some point in the review. This will add a touch of personal connection and add an element of authenticity to it.
• Make the review unique. Bots may be taking over the business world, but when it comes to online ratings, you will always want to make it known that the review is coming from a person. Something like, “Great guest! Highly recommend!” is super generic and appears to be pre-populated, making the review seem less genuine.
• Be prompt. The faster you leave your guest a review, the faster they are likely to return the favor, which can be a big deal if you are working to build your credibility score.

If you are not using a platform that has built-in review features (for example, if you booked your property via word of mouth or through some other form of offline advertisement) ask the guest if it would be okay to include him, her, the family, or party on your property’s website or social media pages.

If they consent to a picture, you could post it on one of your platforms with an exciting caption thanking them for their stay. Not only can this paint your property in a good light, but it will likely make your guests feel special and encourage them to use multiple outlets to leave reviews for your property.

#4 – Share Your Reviews

Human psychology is a complex matter, and social media delves deeply into the human need for affirmation. By sharing reviews on social media and your rental’s website, you can accomplish a couple of important things regarding your rental property:

1. You advertise to prospective customers that your rental is relevant and worth a review.
2. You make other former guests, who may not have left a review yet, see that there is a chance that they could be featured on your property’s platforms. Since people generally love this type of attention, it will increase the chances they take action and leave a review.

#5 – Ask for a Review

While this seems extremely simple and obvious, the reality is that many people have a hard time asking for things. Whether it be asking a potential romantic partner on a date or asking your employer for extra time off, most people are so afraid of a negative response that they just never pull the trigger and get to the point.

More times than not, the answer to your question is going to be “yes.” Contemporary customers suffer from information overload, and even though they have every intention of leaving a review, your rental’s review gets lost in the shuffle of the multitude of other products they have purchased. A simple nudge to the review page could be all that they need.

When following up with your guests, a great way to ask for a review is to say something to the effect of, “It was a pleasure serving you during your stay, and we are so happy that you enjoyed your experience. As we look to grow our business, online reviews are extremely important. Would you consider leaving a review to help us in these efforts?”

If you are following up with a customer who is on the fence about his or her experience, you may want to take the following approach: “I am sorry that XYZ was not ideal for you, but if we were able to offer a XX% refund back to your card, would that make things right and help you consider leaving us a review as we look to grow our business?”

While refunds and discounts may be hard to stomach for hosts, especially in the beginning, when every ounce of revenue is precious and hard to come by, the cost of goodwill is worth it, as a positive review will help recoup that cash in the form of future sales. 

#6 – The More, The Merrier

Continuing with the look into human psychology, another important concept is herd mentality. People are more likely to do something if they see other people doing it. As such, past guests are more likely to leave a review if there has been a strong precedent set by others.

You may be thinking that a bunch of negative reviews may be a bad thing. While this is true, a few negative reviews mixed in with mostly positive reviews will actually be better for your property than very few positive reviews. For example, a 4.8-star rating over 500 reviews will generate more business for you than a 5.0-rating over three reviews.

To continue the discussion of negative reviews, it is important to remember that not all negative reviews are truly negative if handled correctly. Here are a few points to consider:

1. Understand the difference between negative reviews and hostile reviews. If a review offers constructive criticism, it can help you improve your business and can generally be left alone. A hostile review that makes unwarranted and unnecessary attacks should be moderated and removed, where applicable.
2. Promptly and professionally addressing negative reviews can show other potential clients, as they skim through the reviews, that you take their concerns seriously.
3. If customers are happy with the way their review is received, they may consider upgrading it, which keeps your total review number high while improving your rental’s overall rating.

While more reviews lead to more reviews, the temptation can be great to go to illicit means to obtain them. This includes creating fake user accounts to leave reviews on your own site or paying a company that uses bots to leave reviews on your page for stays that never happened.

Not only is this behavior unethical, but it is also even considered illegal in some locations and can lead to your business facing false advertising charges. Also, as word spreads quickly on the internet, your business could suffer if it is known that your reviews are not authentic.

#7 – Offer Incentives for Legitimate Stays

The best reviews are honest, articulate, specific, helpful, and unsolicited, coming from customers who have no connection to your business and are genuinely moved to offer their opinion. While this is easily obtainable for large, well-established companies that have the review ball rolling, these types of reviews can be challenging to get for lesser-known entities.

While big-time review solicitation is frowned upon and “illegal” in some situations, it is widely prevalent and useful when practiced tactfully. In fact, things such as follow-up communication and emails with links to the review page are technically considered solicitation, although almost every successful business uses them.

Big-time review solicitation is highly unethical, almost as much as posting fake reviews or buying reviews. This would include something like saying, “Positive reviews will receive $200 off their stay.”

However, something with a light reward, such as “Receive a 10% discount code to our business partner upon submission of a review,” is generally considered tactful and professional. Think about the concept of how many grocery stores offer fuel points or car wash discounts for completing a feedback survey as a good starting point for what is acceptable.

If you feel like you need to incentivize guests to leave a review, make sure you use the following best practices to avoid scrutiny and/or community ire:

• Keep the incentive light. The incentive should be just enough to trigger your guest’s memory and/or interest in leaving a review. Anything that represents a significant financial gain or penalty for completing or not completing a review should be avoided.
• Use neutral language. Never include language that would suggest incentives are only offered for positive reviews. Make it clear that you want honest feedback.
• Offer the incentive one time only. Communicate the offer clearly, but only bring it up one time. Do not spam guests with incentives for leaving a review.

#8 – Keep Your Rental Occupancy High

The bottom line is that more customers mean more opportunities for reviews. More customers can be a little challenging for vacation properties, so review opportunities need to be leveraged to the fullest. 

For example, a company that sells smartphone chargers theoretically can make unlimited sales. However, rental properties can only have one customer at a time. As such, if your property is not consistently booked, you may only get the opportunity for a handful of reviews a year.

As it is impossible to receive a 100% review rate, you need to keep your property occupied for as many days as possible to build a strong pool for potential reviews. Here are some ideas to help in this regard:

• Limit your property to short stays early on. While it is hard to forfeit the guaranteed income of a long-term client, more frequent turnover means more customers to leave reviews. Once a good review base is established, then you can open up your property for more extended stays.
• List your property on a large number of vacation rental platforms, social media, and offline sources.
• Curate past reviews and feature them prominently in your marketing efforts.