You’ve renovated your property to the highest standards, you’ve got all your ducks in a row, and you’re staging the perfect shots to get your new property on the market and advertise to holidaymakers looking for the perfect vacation property.
But despite that neatly made bed, waiting for the perfect lighting to take the shots and the sparkling countertops on the sleek modern kitchen, the bookings aren’t flooding in. What are you doing wrong?
When it comes to advertising vacation properties, images are important, but they’re not the be-all and end-all, and you need a lot more than stunning imagery to secure bookings.
Because your listing isn’t the only one they’re viewing, and they’re likely scrolling through hundreds of similar pictures trying to make a decision. And it’s how you market your listing, not the pictures you take, that will seal the deal.
Tell The Story, Not The Square Footage
You’re not a realtor selling a home. You’re convincing people to pay to stay in a property you’re renting out short-term. You’re encouraging them to take a vacation in this location with your property as a base. And to do this, you need to weave a narrative into your listing because people are booking an experience, not a building with four walls and huge amounts of space.
This is where strong descriptions and sharp images need to merge to provide the winning formula. You want your guests to imagine themselves waking up there. For instance,
‘Wake up with the scent of the ocean permeating the air, while you sip your morning coffee freshly delivered with artisan pastries to enjoy on your balcony as the sun rises over the ocean’
is far more enticing than “ocean view,” don’t you think? Use your words to paint the picture, set the scene, and make it sound irresistible.
Use More Than One Platform
While a vacation rental manager can be massively effective in booking your guests or filling up your calendar, it can be tricky relying on one avenue alone. You need to advertise in as many places as possible. Your rental management company can help you out here, but being proactive if you’re going it alone means putting your fingers in all the pies. You need to keep listings up to date and current, and you need to be consistent across all the platforms you advertise on, so you’re not missing anything or end up with guests expecting something far different from the reality.
Reviews Sell
Sure, you need pictures for an accurate visual representation, but it’s the reviews that are going to be the ultimate decider. Your guests will click on your pictures if they’re enticing enough, but it’s reading reviews that will seal the deal.
A dozen five-star reviews attest to how amazing the property was and how you delivered a seamless experience with easy check-in and were responsive to communication. These reviews will help you out far more than pretty pictures. Your reviews need to back up your priorities and your listing, and you need to make sure they’re cohesive.
Don’t just wait for feedback, actively seek it. Encourage guests to leave reviews, and respond to them professionally, even if they’re not all positive. Use this feedback to make changes and improvements, showing your commitment to making the guest experience the best it can be.