Home » social media » Vacation Rental Marketing – Guiding Stars

Let me give you some guidance…

Here at Rent More Weeks we have spent the last two years developing new ways of marketing vacation rentals. Up until we started these experiments there was pretty much only one type of advertising when it came to promoting a holiday property.

People advertise their property. That’s it. That’s all they do.

The funny thing is that that concept is fundementally flawed because people don’t go on vacation rental.

Even if you ask seasoned professional VR managers what business they are in they will answer “the vacation rental business”.

Wrong

People go on vacation….

We are all in the vacation business.


The rental only forms a fraction of the vacation experience.
Worse still, the property itself forms the least exciting part of the vacation. But that’s what we market.

  • We upload photos of the property but even then, these photos are devoid of vacation activity.
  • We upload descriptions of the place – 3 bed, 2.5 bath – Eh.
  • We post lists of what’s in the house (microwave oven and grill).

Anyway that’s what everyone does. Everyone.


So two yesrs ago we started experimenting.

Instead of telling people about our rental we started telling people about everything else that comes with a visit to our home.

We started to promote the destination. The surroundings.
We started to tell people about the culture. The local traditions. The food. The drink. The flora. The fauna. The sights. The history. The attractions. The activities. The events.

The emotions associated with a vacation.

These are the reasons that people go on vacation. The rental is only the base, the place to eat, to relax, to sleep.

So after a year of experimentation we started to teach owners what was working for us.
We started to share this new approach. Show how to spark a potential guests imagination.
How to add colour to a gray palette.
Since then these owners have hardly mentioned their properties and they have seen a massive increase in engagement and a marked increase in bookings.

Ask yourself…

How can you promote to families with young children without telling parents all about the things to do locally with kids?
How can you attract cyclists without talking about local cycle routes?
How can you make people hungry for more? – Tell foodies about regional food, local wines and fresh vegetable markets.


Your property is not the reason for my visit.

If I’m going to visit London I’m not going because you have an apartment there.
I’m going to London to visit the Tate gallery, see the Tower of London, wander up and down the Kings Road and maybe watch Chelsea play football.
I want to have afternoon tea at the Ritz and I want to go shopping in Harrods.

If you tell me about these places you add value to your marketing efforts and if you mention how far they are from your property you appear to be the focal point of London.

Also recommend side visits. Turn a potential guests trip into a recommendation.
Post articles that inform site visitors about venues, opening times, entrance fees, and directions.
Add your personal thoughts and insights…

If you are going to Kew Gardens make sure that you visit the Marianne North Gallery (and tell them all about her, her amazing life and why they should see her work).

or

After a day visiting the science and natural history museums in South Kennsington (only a mile and a half from our apartment) take a short walk and grab a table at the Bibendum Oyster bar, one of the best shellfish restaurants in London and one of our favourite places to eat.

Become my guide not just my landlord. Take my hand and guide me.

As Ralph McTell sang

Let me take you by the hand and lead you through the streets of London, I’ll show you something to make you change your mind.

Become a virtual concierge. A digital signpost. Then you may well make someone change their mind and maybe they will book your property instead of your competitors.

This is how you become a guiding star.
And a rising star in an overcrowded vacation rental market.

 

To take your vacation rental marketing to rock star levels see our Social Media For Vacation Rental Owners course where we teach these methods and more.

 

2 thoughts on “Vacation Rental Marketing – Guiding Stars

  1. I would be very interested in joining as we have a holiday home in Central Otago New Zealand and have started researching the history of the area to promote the hidden gem we have.
    I totally agree with everything you say and so look forward to hearing from you.

    Regards
    Carol

    1. Alan Egan says:

      Hello Carol,

      Thanks for dropping by.
      We would love to have you join as we don’t have anyone in New Zealand on the course yet so you would be the first. We have a few in Austrailia and one in Bali too. I’ve never been further south than Thailand so don’t know much about New Zealand (other than the obvious stuff).
      If you would like any more information about the course please drop me a line, I’m here to help.

      Regards Alan

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