The vacation rental market is as competitive as it’s ever been, but creating and following a vacation rental marketing plan can help your business stand out and get more bookings.
Here are a few ideas for how to create your own vacation rental marketing plan. We’ve included several links to other great vacation rental marketing resources, where you can find more information about each idea.
Take professional photos of your property. If you can afford a professional, it’s worth the investment. If you decide to DIY, the tips we provided will help you get better photos.
Identify your unique selling proposition. Figure out what makes your property unique, and focus on it in your description, title, and website content. Create a ‘persona’ of your typical guest, and figure out what specifically about your property will appeal to them.
Stand out on booking sites. Get more bookings on platforms like Airbnb, VRBO with great photography, a compelling title and description (that focuses on your unique selling proposition), and by focusing on improving your search ranking. Learn more about Airbnb listing optimization, and also consider finding some select niche booking sites to list on as well.
Market your own website. If you have your own direct booking website (we recommend you do), be sure to include lots of relevant, keyword-rich content. Focus on giving your guests all the information they need on your website, and also start to show up in Google searches.
Start blogging. Use your blog to write relevant posts (focusing on specific, long-tail keyword topics) that will help you show up in Google searches. A blog can be a key component of your content marketing strategy.
Improve your website SEO. An important part of your vacation rental SEO strategy is to get links to your website from around the internet. Participate in forums, write guest blog posts, engage with local business websites, and add your link to your social media.
Be active and consistent on social media. Pick 1 or 2 social media platforms you enjoy using and post and engage with other accounts consistently. Learn more about social media marketing for vacation rentals.
Build an engaged email list. Use an email marketing software to grow your email list and send a consistent, interesting email newsletter. Email marketing for vacation rentals is often overlooked, but it can be an extremely effective marketing strategy for your business.
If you’re running all of this yourself or with a small team, a comprehensive vacation rental marketing plan might seem a bit overwhelming.
We recommend starting small. Figure out what works for your situation, schedule, and budget.
Also consider what tasks you can outsource. You might consider hiring a professional photographer to take your photos, a copywriter to maintain your blog or write compelling website content, or a virtual assistant to help manage your social media.
Once you’ve picked a few things to try, and you’re seeing some results (positive or negative), evaluate and modify your plan to try new things, or double down on what’s working.
Keep in mind that online marketing results rarely happen overnight. But with consistent effort, you’ll start to see results from your vacation rental marketing.