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(An excerpt from the Seven Secrets which I authored the first 5 points; including the Introduction) |
Do you want to book more nights? If so, read on.
Did you know that the latest statistics show that travellers are more likely to book an independent vacation rental (more commonly known as an ‘AirBnB’) as opposed to a hotel room?
The number one reason why people prefer a vacation rental over a hotel room is for the experience, but not all hosts are experienced enough to provide a concierge service like a hotel can. What if you could combine the strengths of the two?
Not everyone wants someone else to manage their asset for them. So if you are considering managing your own vacation rental, here are seven valuable tips I have learned which can assist in securing more guest visits.
- Multi-Channel Marketing
- Real Estate Photography
- Response Time
- Reviews
- Re-Marketing
1. Multi-Channel Marketing
Refers to the method of advertising your property on listing portals such as HomeAway, Stayz, Trip Advisor and Flipkey.
The benefits of advertising through these channels is that they constantly have high traffic volumes driven by their large marketing budgets which translates to greater audience reach which increases the likelihood of your property being seen and eventually booked.
Listing on multiple channels means you can also select the target market you want to appeal to. Whether it be the luxury traveller or a traveller with pets, there’s a channel targeting every niche.
Depending on your subscription type, property listing portals will take a fee, a commission, or both. Some will be more simple than others, so keeping track of your expenditures across multi-channel marketing is an ongoing necessity if you want to make a decent profit out of your listing(s) especially when fee structures are constantly changing.
The main advantage of listing your property through these portals is that 9 times out of 10 they will handle the payments on your behalf. Taking away the accounting headaches allows you more time to focus on what’s important: The guest experience!
However, to manage multi-channels efficiently you will need to handle the synchronization and update of your calendars and your seasonal pricing which, without the appropriate software, could become a task you might find time consuming. So always make sure you have a way to update your calendar across all channels to avoid problems like double-booking or under or over quoting prices.
This also means that if you have different rates throughout the year, you will need to make sure you keep them synced up and avoid any complications with guest payments.
You should never put all your eggs in one basket, but at the same time, you need to make sure you can handle carrying multiple baskets!
2. Real Estate Photography
Everyone knows that a great first impression is extremely important when it comes to making a sale. So when it comes to marketing your property in addition to having a well written compelling description, photography is an equally important factor to your listing success.
This is especially paramount if you’re using a listing portal. As you are obligated to list your property through their generic and standard website theme, photography is one of the only true ways to really standout amongst other hundreds of listings to make a lasting impression.
Having your photography done right isn’t just a point-and-shoot process. To create the greatest impact with lasting impressions you will need to capture both the visual and the emotional aspect of the space you want to rent out.
Having the right photography equipment and using the correct settings to capture every aspect of the scene is one technical feature that is usually better understood by the professional rather than the amateur. Utilizing techniques such as HDR (capturing different exposures of the same shot and combining them to create a dynamic view) can help bring your photography to life. In its simplest forms, HDR can help capture an external view from an indoor standpoint.
The photographer should also have a keen interest in architecture and interior design. Capturing these fine details properly and highlighting the unique features of the property is by definition showcasing the uniqueness of your property, which leads to you standing out in the crowd of other listings.
Your first competitive advantage is how fast you respond to your potential guests before they hear back from other owners. Travellers who are looking to book accommodation aren’t just looking for a space that matches their needs, but also a service that matches their wants.
3. Response Time
Response technique is also important. Email might be the easiest and quickest way to start communication, but as the relationship develops, text messaging and phone calls might be a preferred medium in delivering prompt response and heightening customer satisfaction.
Being a prompt responder will not only win you business, but will produce satisfied customers - which is the foundation for great reviews and returning guests. If you’re in the business of vacation rentals, you’ll know how valuable positive reviews are to your repertoire. (More on that later)
The number two reason why people choose to book a vacation rental is the understanding that they’ll have ‘direct contact with the host’.
Therefore, always anticipate and prepare to be ‘on-call’.
Remember the common emotion behind most purchases isn’t just desire and impulsiveness - enthusiasm also plays a part. Simply being as enthusiastic as the potential guest helps you establish an instant rapport. That alone is powerful enough in winning trust and ultimately making a sale.
4. Reviews
Positive reviews are the (life-force) of any business, especially when it comes to vacation rentals. The more reviews you have the more valuable your listing becomes.
Trip Advisor studies show that 80% of travellers are more likely to book a property that has past guest reviews than those that don’t. If not convinced, AirBnB rank their listings according to how many positive reviews that listing has obtained – the more positive reviews, the higher the ranking. So what are you waiting for?
Unfortunately, as we all know, not everyone is ready to dedicate five minutes of their time to leaving you a positive review, so make sure you ask for it, even if it means giving people an incentive (like a discount on their next stay or a gift voucher to a restaurant).
Positive reviews are priceless in giving your listing added value and appeal, so make sure you connect with your guests and encourage them to review their stays.
This will benefit you in the long run, in ways aside from what has been mentioned above. Having a positive communication with your past guests means that you're also nurturing their interests in the service that you provide.
Therefore, even after they’ve given you a review, do make sure to keep in touch with them.
This brings us to our next point:
5. Re-Marketing
You are in an industry where a lot of importance is placed on returning customers. This means your work doesn’t stop after the guest leaves the building. If anything, re-marketing and keeping clients interested and loyal is the most important part of the marketing process if you want to succeed.
We’re talking about contacting your past guests with a simple questionnaire about their experience or, like we mentioned above, asking them to write you a review. Offering incentives to your past guests (like discount for returning visits) to encourage them to engage with you is extremely useful. Each instance of connecting with a past guest becomes an opportunity to re-market or re-sell.
Attract them back with discount vouchers or packaged deals - offer to take them on a day tour next time, or simply keep them updated of what’s new with the neighbourhood. All these little things can mean a lot to someone who has already had a great experience with you.
The great thing is that online marketing technology is at a point now where these tasks can be automated, if you have the software. It may be worthwhile to invest in specific Customer Relationship-Management software to help with your re-marketing.
Pro Tip: A successful re-marketer will keep a database of recent enquirers and past guests. This can also mean your ‘Likes’ on Facebook, your ‘Followers’ on Twitter and your Blog subscribers. If they have anything to do with your vacation rental - they’re part of your database.
Simple as that.
Also, the advantage of re-marketing through social media is that it’s quick and concise. Especially when used strategically it will engage your audience on a personal level which will create a feel of exclusivity and being-in-the-loop.
So now is the time to start building a following!
Download the original article here
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