Have you ever wondered why someone's vacation rental is booked months out, but you're struggling to get customers? Have you thought your vacation rental offers so much more than theirs and is in a much better location, but you still get crickets? Have you considered that it could be your messaging that just isn't resonating with your ideal customers? Social media marketing for your vacation rentals is a small but important step in marketing your home. Below I will show some examples of social media marketing done right, but more importantly, why it is done right, so you know exactly how to market your vacation rental and get it booked!
The Messaging
What is messaging? Well, it is everything you put out there, from your photos to the copy you use to describe your rental. If just one thing is off, that could be the reason why someone decides to book elsewhere.
You may think you have these amazing pictures and descriptive text about what your rental includes, but if it's missing what your customer wants out of a rental, they will look elsewhere for one that touches every point of their desire.
Technically speaking, your messaging can make or break your rental business.
In Building a Story Brand by Donald Miller, he gave a perfect example of what a resort, hotel, or vacation rental, needs to do to get noticed. You must know your target audience and find out what they are looking for when they go to book their vacation. You need to invite your customers to a story! In working with a resort, Donald Miller found that their customers wanted a luxurious, restful experience. When the resort changed its imagery from pictures of the restaurant, front desk, and staff to a warm bath, plush towels and robes, someone getting a massage, etc., their booking rate increased immediately.
Make sure you check out the last Reel that covers it all!
Social Media Marketing for Vacation Rentals Done Right!
Lobster Lake Lodge
Alexandria, MN
This image is authentic - while there are beautiful photos of this vacation rental, this picture allows people to imagine their family sitting around a bonfire looking over the lake at this beautiful sunset. The authenticity of it (not looking staged) allows them to immerse themselves in their moment and imagine themselves in it.
This is a great example of why user-generated content is important to utilize. Every serious vacation rental location will have gorgeous professional photos for its site. Still, when everything looks so pristine and staged, it's hard to imagine yourself there, especially if you have children and know the chaos they can bring. But, when you have a family sitting there, chatting, on their phones, taking pictures, and being normal, it is easier for them to see themselves in that moment.
Anytime you can get your client to imagine themselves there, it brings you closer to closing the deal.
If you want to know more about Lobster Lake Lodge, you can check out their information on Airbnb.
Clapper Hollow Homes
Jefferson, NY
This photo is great because it speaks to potential music-loving customers, but it is not so specific that it would alienate those that don’t play an instrument. I mean, who wouldn’t love getting curled up by the fire with a cup of hot cocoa, listening to the scratch of the record player while watching the snow fall outside?
But, if a music-loving, instrument-playing, Chionophile (snow lover) happened to see this post, you better believe that this cabin will now be on their bucket list.
Same with these photos that they posted. These pictures give ideas about the amazing experiences you can do with your family at this property. They give you ideas; they give you examples. This gets your client thinking about themselves in your property. By going to Clapper Hollow Homes Instagram page, you can see several posts showcasing what you can do at or near their property.
For more information on Clapper Hollow Homes, please visit their Airbnb page.
Why Is This Important?
You have to remember that unless your rental is in a popular destination that draws visitors, you need to let your potential client know what there is to do there.
Imagine you are scrolling through Instagram and come across a beautiful photo of a house; you read the caption and find out this gorgeous home is a vacation rental. You click on their profile and find out they are in the Catskills Mountains. You Google where the Catskills Mountains are because you’ve never heard of it before. You then wonder what to do there, so you Google that. But now they are off your page and researching what to do there, clicking on other websites selling their hotel or rental property.
The point is you need to make sure that your potential customers get everything they need directly from your social media or, at the very least, your website.
Boujee Lodge
Blue Ridge, GA
I love this photo so much. Before, I said that the people in the images are authentic, allowing you to imagine yourself or your family doing the same things. But in this photo, there are no people to tell you what to do, but their caption is perfect.
Obviously, this photo is absolutely stunning. The view, the fireplace, the swing bed, and the bean chairs. I mean if this doesn’t scream cozy and comfy, well, then the caption really drives it home. Couple the two together, and you can’t think of anything else. This post perfectly targets someone looking for a relaxing vacation with beautiful scenery and quiet.
For more information on the Boujee Lodge you can visit their website.
Why Is This Important?
You are biased when you look at your rentals. You obviously love the picture you posted otherwise, you wouldn’t have posted it. You know what you feel when you look at this because you have been there. But your potential customer hasn’t, so you need to look at this picture with fresh eyes and really think, does this picture clearly express what I want people to feel? If not, put it in your caption!!!
Clear Sky Resorts
Grand Canyon, AZ
This reel is fantastic. In just 24 seconds, it shows
- unique, themed rentals
- beautiful sunsets
- fun things to do on the property
- star gazing
- cleanliness of the resort
And if you still want to know more about the property, you can read the post, which shares a quick synopsis of any information that would answer any hesitations about it.
You can visit their website here for more information on Clear Sky Resorts.
Why Is This Important?
For instance, you see these domes, which call themselves “glamping” at the Grand Canyon. Right off the bat, I’m thinking about how hot this will get in the summer or how cold it will get in the winter. If it's glamping, does each dome have a bathroom, or will I have to trek to a community bathroom? The post answers all these questions, letting me know the answers to all my concerns without researching.
This one reel tells me that when we make our Grand Canyon trip, I want to stay here.
So What Can You Do Right Now For:
Social Media
- Make sure your social media bio is optimized with searchable keywords
- Put your location in your bio
- Consider adding highlights on Instagram with important items your customers would be searching for. Think: what's included, what to do, what the rental looks like during the seasons, etc.
- Think of your target audience with each post
Email Marketing
- If possible, create an email list. One that you can email past clients with special offers, keep them updated with what's new, etc.
- For customers that have not booked with you yet, send them new booking deals, keep them updated on how far out they should book, important local events going on that they might enjoy, etc.
Website
- A website is super important to have because if you are just on Airbnb or VRBO your rental will not show up in a Google search.
- Make your website user-friendly - I cannot stress this enough - if your customer can't figure out how to book on your site, or find important information, they will look elsewhere.
- Make sure your website is optimized for search engines - SEO is THE most important form of digital marketing, in my opinion.
Quick story time! This summer, we went to Hot Springs, AR. I knew I didn't want to stay in a hotel, but I wanted to stay somewhere unique. I Googled "unique vacation rentals in Hot Springs," and the two rentals we stayed at popped up. They were on all the vacation rental sites, but each had its own website optimized for SEO. Blog about those locations and their websites came up first, then the vacation rental sites. **Remember, the fewer steps or searching your potential customer has to do, the easier it will be to book with you.
Was this helpful?
Now that you have some terrific examples of social media marketing for vacation rentals, and why, what will you apply to your marketing?
Still stuck? Send me a message or email me at hello@socialcircledigitalmarketing.com and set up a 30-minute consultation to see how I can help you!
