Distribution channels and low-cost website building tools have allowed property managers to effectively market their properties. Property managers with a strong marketing presence that have their own website and use a variety of platforms are able to connect with a higher number of consumers.
Vacation rental marketing distribution is a method PMs use to amplify different booking sources and reach by sharing properties across a variety of platforms.
OTAs have changed the landscape of booking vacation rentals. OTAs are consolidating their dominant position within the short term rental industry as property managers and guests become increasingly dependent on them. As this pattern continues, property managers are directly competing with more listings, making it more essential than ever to adopt a distribution strategy.
According to the European Vacation Rental Survey 2018, which surveyed more than 500 European property managers, 60% of property managers’ bookings are concentrated in Airbnb and Booking.com, which is more than double their direct channel bookings (26%).
European Vacation Rental Survey 2018 Report
The most effective and efficient way to market a vacation rental home is by listing it on a variety of online travel agencies (OTAs). By using a variety of channels to advertise your property, you will increase free traffic. The more vacation rental channels that your property is on, the more visibility your property will get.
Some online travel agents target a particular audience within the vacation rental industry. Ensure that your properties are also advertised on these. For example, if you manage apartments, make sure you check out online apartment travel agencies.
Digital marketing is essential to drip feed the “what to see and do” posts, spark imagination and grab attention.
Digital marketing continues to improve and it has reached a point where property managers can be creative and offer promotions that reach a wider audience. Content is shared across independent websites, social media and online travel agencies and engages with customers in a powerful way across a variety of platforms.
Key digital marketing strategies:
Have an online website. Although it is important to be featured on OTAs and drive bookings through them, you must be able to differentiate yourself as an independent business by having your own website. Branding your business and having a web address for your email and business cards will increase awareness. Make sure it looks professional with high-quality images and a detailed description of the property and the surrounding area. Examples of good vacation rental websites are those of Vacation Rentals Secrets.
Email marketing is an important strategy to directly attract your client base. Remember, it is important to grasp your clients’ attention and lead them into visiting your website. Email marketing can include newsletters to re-engage past and potential visitors, offers, such as low-season discounts, and/or news about upcoming local events.
Content marketing is an excellent marketing strategy for a number of reasons
Social media has become a crucial element of any marketing strategy. There are two key strategies to take into account in your social media campaign to increase traffic: advertising and content.
A good vacation rental listing is essential to ensure you are optimizing the highest possible occupancy.
Customers must choose between a wide range of different properties. Marketing strategies must answer some or all of the following questions:
In order to maximise occupancy, you must ensure that your property stands out from the rest, paying attention to:
For more information on ‘what to list’ and ‘how to list’ your property, please check out the article ‘What Makes a Good Vacation Rental Listing?’.
Although it is important to spend time focusing on a marketing strategy and the distribution of your vacation rental listings, a correct pricing strategy is of paramount importance.
By keeping a constant eye on the prices of your competitors and the immediate market you are competing with, you will be able to make more informed decisions on how to price your listing.
Transparent’s Dashboards allow you to monitor your competition to ensure that you are optimizing your rates and staying up to date with market trends. It gives you all the data you need in one place, so that you have more time to focus on your marketing strategy.