The popularity of Instagram changed the expectations that people have as they travel. The image-heavy app inspires travelers to seek out exciting destinations and share their experiences in creative ways. Lots of people list their properties on short-term rental sites, but if you want to generate a more stable income, you’ll have to update your marketing strategies.
Create and deploy a consistent brand
Marketing with social media requires a unique and compelling brand identity. A brand evokes a particular feeling or makes a statement about your property. Determine a color scheme, logo, font, and hashtag applied consistently across all media that represents what is important to you. The goal is to generate satisfied guests who will take pictures, use your hashtag and market the property for you. Word of mouth will spread to the friends and family of each person who stays with you.
Design an Instagram moment
Create a focal point in the house where residents can take a picture. It can be a nook, a unique view or any space that photographs well. The picture should include the elements of your brand identity, including the colors, hashtag, and logo. The space should make your property appear desirable, or create a moment that potential visitors are excited to recreate for themselves after seeing it on social media.
Build an independent website
Online websites let owners maximize the potential for turning a short-term rental into a positive cash flow property, but you are forced to use their format. Your property needs to have a vibrant online presence outside of any booking websites. Establish a creative, attractive website with professional photos of your property. Make sure it incorporates the elements of your brand, describes the amenities with compelling language, and showcases other satisfied renters. Consider adding testimonials describing the experiences of guests or a blog that lets potential renters feel like they know you as owners.
Create social media accounts
Drive potential renters to your website with interesting content on Twitter, Instagram, and Facebook. Establish a business profile on each platform and post regularly. Hire a professional or freelancer to create a format or filter to use in every post that goes out from your accounts.
Partner with other local brands
Partner with a local store or create an experience that complements your brand. For example, you could provide a sponsored goody basket containing local coffee, wine, or chocolates with a coupon for visiting. Work with other small businesses to create exciting and appealing experiences that your renters will enjoy, like a wine tasting, glass blowing demonstration, or hot air balloon rides.
Bring your marketing up to date to remain competitive
Websites like Airbnb and VRBO make everyone believe they can be successful at turning an investment property into positive cash flow, but it takes serious marketing abilities to make a profit on a short-term rental. You’ll need to up your game on design, writing, photography, and social media skills to be competitive. Building excitement about a property in the age of the Internet means you have to think visually and make it easy for people to share your information.