Vacation Rental Marketing Then and Now
Like all things in life, change occurs. Marketing is one of them. In a good economy, it changes daily and in a challenging economy, it changes even faster. Marketing is one of the most powerful sources in the vacation rental industry to grow your business, but can also waste a lot of dollars if done wrong. Below are some strategies that will keep your vacation rentals top of mind with guests during and, most importantly, after the coronavirus pandemic.
Owned Media Marketing
Owned media is any personal contact data that you own for people who have done business with you or have shown interest. This is your direct connection with your target audience, a.k.a. revenue. Businesses that utilize the owned media in their business with the right marketing strategies will be the first to start the conversation when they want to buy. This is vital to converting lookers into bookers.
Paid Search Marketing
We have all heard of “Google AdWords” or “Pay Per Click” (PPC), but many do not realize the return on investment this tool can have on their business. Just imagine knowing when people are looking for exactly what you have to sell and knowing they the likeness of them buying is doubled in certain times. These times are called high intent. PPC can make sure your product is always in front of buyers in times like these. When the pent up demand is let loose after coronavirus, vacation rental businesses with the correct strategies are going to win BIG!
Will your business be one of them?
Social Media Marketing
You probably found this article from scrolling on Facebook or LinkedIn. Social media channels are one of the most powerful channels in our industry today because you can serve the intent of the guest while also building awareness of other potential guests at the same time. Each platform has been carefully designed to keep people’s attention in the areas they value most. So when you are distributing your content on these sites, don’t take it lightly. How you use your social media channels after coronavirus will be a make or break for your business long term. Create content, add value, and make conversations. This is another huge opportunity for utilizing owned media to its fullest potential.
Are There Only 3 Resources?
There are many more, but starting with a high focus on these three areas is a great foundation for your vacation rental business. Do it right, keep it simple, and stay focused. It is so important to focus on a few things and be great than on a lot of things and be average. So, dig in and get to work! If you get to a place where you need assistance or more tips email me any time.
