This Fall I’ve been exploring different marketing strategies for the beach house rentals. Up to this point, we’ve primarily relied on two major listing sites and that has given us all the traffic we’ve needed. However, this year, the booked days have been down a bit. I can’t do anything about the rainy season we had in the spring, but I can do something about reaching a larger pool of guests. Here are the steps I’m taking this Fall to work on marketing.
- List on More Sites. Just listing on one or two sites may limit our exposure to potential guests. Vacation rental properties are increasing in huge numbers. Our beach houses return on the first page of results on our listing sites, but there are a lot of listings out there! I’ve bundled both listings on VRBO, at the platinum level, and they are on Homeaway, as well. That has been awesome and kept us pretty steady for 5 years. This Fall I’ve been experimenting with listing the Galveston house on Flipkey (to get into the TripAdvisor market) and AirBnB. The jury is still out, but it hasn’t cost me a fee unless I get a booking, so there’s not really a downside. My only angst with going outside the Homeaway family listing sites is the multiple calendar management.
- Consider Niche Marketing. We love to have large extended families with dogs at our beach houses. There are some interesting sites that promote vacation rentals to specific groups. Clanventure.com is just getting started and looks to be a great new site for listing and finding rentals for families with kids under 5. They plan to limit the number of homes per geographic location so there aren’t a million to wade through as a guest or to compete with as an owner. I also just ran across Bringfido.com that advertises hotels, B&B’s and vacation rentals world wide that are dog friendly. So, maybe it’s worth working with a niche listing site and see if there’s a way to capitalize on it.
- Get Educated. I’ve taken two great social media classes from BlogClarity. One called “Content Brew” which covered all things blog content related and the other “Pinning Perfect” about driving traffic back to the website via the smart feed on Pinterest. Both classes were incredibly informative and worthwhile. I’ve also found a lot of helpful info via twitter and used tweetdeck to create a list of and follow active vacation rental professionals including @RentMoreWeeks (marketing), @GuestHook (copyediting) and @MarcinkDesigns (VR photography) for ideas and help. Next on my list is checking out some courses from RentMoreWeeks.com and BookingsPlus4G.com
- Utilize Social Media. I have a VR friend who’s focused his social media strategy on Facebook – he’s up to 18,000 likes and that drives most of his rental traffic. Another friend found that after taking the “Pinning Perfect” class, her web traffic significantly increased. I’ve been using Facebook since we started renting, and the traffic is growing. Right now, I’m working on building up my Pinterest account using things I learned in the “Pinning Perfect” class. I also blog once or twice a week. I do have some work ahead of me planning social media strategy!
- Connect with Other Owners. There is a great deal of information out there and it’s helpful to have other VR owners. There are great ways to connect – Facebook, owners associations and conferences like the Homeaway Summits. I’m looking forward to catching up with some other Texas Coast owners at the summit in Austin on November 6th.
Really, it’s all good. The beach season slows down a bit after Labor Day and it’s a great opportunity to look back, evaluate and see what changes or improvements in strategy need to happen with the vacation rentals.
Have your marketing plans changed this year? What are you trying?