Short-term rentals can be a lucrative market depending on where the property is located. Whether you own a vacation home, a city apartment, or a cabin in the woods, your property can attract short-term visitors who flock to the area. But, to make your rental property stand out from the others, you will need to implement some marketing strategies to succeed. In this blog, we’ll explore the strategies and tactics you can use to market short-term rentals and maximize your occupancy rates and revenue.
What Are Short-Term Rentals?
Short-term rentals are what is often referred to as vacation rentals or holiday homes. They are accommodations that are rented out for a short period of time, typically from a few nights to a few weeks. Their flexibility with booking dates and unique experiences are some reasons why people prefer them to traditional hotels.
Why Are Short-Term Rentals Popular?
For the most part, short-term vacation rentals are more popular among those who want an extended stay (over 2 days). But, these short-term rentals also offer travelers:
- More space and privacy than hotels
- A homely experience away from home
- Opportunities to explore local culture in the neighborhoods
- More cost-effective options for group travel
Marketing Strategies for the Short-Term Rental Market
1. Capture the Property in the Best Light
Professional photography is a must if you want to market your property correctly. You will need to invest in a high-quality photographer who can do the job for you. Clear, well-lit, and professionally taken photos of your rental property can significantly impact how customers will view the property. These pictures should showcase the property’s best features, including interior and outdoor areas, as well as all the amenities.
2. Showcase the Property the Right Way
Once you’ve completed the photos, you need to attract the customers through your words. Write a compelling property description that highlights what makes your rental property so unique. You should also mention nearby attractions and amenities as people visiting short-term rentals are generally there for a specific purpose. Use clear and concise language, and be sure to include important details for group travelers like the number of bedrooms, bathrooms, and sleeping arrangements. Keep in mind that this description is what you will be using for your digital marketing efforts.
3. Price Competitively
There will be little point in pricing your rental above competitors in popular areas. Unless your property has unique features that justify the higher price, the better choice is to price similarly to competitors. You should research similar listings in your area to determine the average pricing. Accordingly, you should also factor in seasonality and local events that might affect demand. But, of course, while competitive pricing is necessary, ensure that your rates give you a reasonable profit margin in the end.
4. Make Use of Online Booking Platforms
Using the pictures and written descriptions, your first digital marketing step is to list your property on popular short-term rental platforms like Airbnb and Booking.com. These platforms have access to a large audience who are most likely within your target market. They also ensure that bookings can be made online and that a communication line can be created. You may even have more success by listing in local booking platforms in your property’s area.
5. Optimize for Search Engine Optimization
Whether you have your own rental property website or your using booking platforms, it’s always best to optimize your digital footprint to show up for relevant keywords. If you’re using booking platforms, then make use of the provided tags, include brand names, and be as descriptive as possible. With your own website, you would have more freedom to optimize for SEO. While competition may be quite intense in popular locations, having a good ranking will give you an edge over your competitors.
6. Building Reviews and Online Reputation
Reviews are extremely crucial for these types of properties. They build trust and credibility, making it more likely for potential guests to choose your property over others. Therefore, you need to always ensure that you encourage guests to leave reviews after their stay and respond promptly to reviews, both positive and negative, to show your commitment to guest satisfaction.
7. Social Media Marketing Strategy
Create social media profiles on all the popular platforms (especially Instagram and TikTok) for your rental property. You can use these to share captivating photos, publish localized videos, and even provide local recommendations and travel tips. Engaging with followers, quick responses to inquiries, and being proactive with content will enable you to bring more visibility to your short-term rental property.
8. Email Marketing Strategy
One of your goals with this type of property should be to encourage repeat customers. Since these are short-term rentals, a good experience will entice people to come back again. Therefore, you should collect guest emails (with their consent) and build a mailing list. Through this list, you can send periodic updates, local events, and special offers to past guests to encourage repeat bookings.
9. Create an Outstanding Guest Experience
Nothing speaks louder than the experience guests have at your rental property. With a memorable experience, guests are highly likely to leave positive reviews, maintain repeat bookings, and even bring in new referrals. Ensure that your property is always clean, well-maintained, and stocked with essentials. What else you do with the property is up to you, but try to make sure it’s something that guests will remember.
Marketing a short-term rental is not difficult, but it requires time and effort. Put these tips into practice and you’ll soon be bringing in customers to your newly established short-term rental property.