Renting your holiday home isn't easy. You would think with the volume of people doing so it would suggest it is. With the economy driving your custom away it is crucial you get your marketing mix right from day one to pull in your potential customers. So where do you start? Well by reading this you already have! My top ten tips are designed to get you started on where to look to research the market and how to get maximum exposure for minimum outlay. But remember, nothing is free in life and anyone telling you it is be wary of.
So here goes with the count down!
Content Management System
1. Advertise.
There really isn't a need to have a huge budget to set yourself off on the road. Start with your family and friends. Make sure everyone in your immediate circle knows about your holiday home rental. Print off some appealing pictures of your new home and make up some posters for the notice boards that you have access to. You will be able to place them in lots of places, think about your work, social, family connections and wider public display boards you have access to. Get some business cards printed and hand them out to everyone you know or meet.
2. Get an online presence.
There is no need to go diving straight in for websites that charge you to be displayed. Many internet 'experts' will point you to Alexa.com for traffic statistics and Google 'page-ranked' websites that have huge traffic going to them. The problem with them is they also have huge volumes of villas! I always advocate dividing their traffic by the volume of villas and going by that ratio. If the area your villa or apartment is in is over populated on a website you are one of many competing for a very divided audience of visitors. Ask the website for the volume of visitors viewing your villas destination to give you a better understanding of the competition you face for the volume of visitors. If they won't tell you walk away because they do know the answer to this question! You will need to shine above all to get the visitors attention and it may prove very difficult for you. This is a reason many villa owners get lots of 'enquiries' but not many bookings from this type of site. You will find that enquiries consist of two or three lines with a basic question about your villa. You can bet the visitor has sent this to several villa owners and it is a 'cut and paste' enquiry.
I would advocate you go for a website that charges you when they have got you a booking!! That way 'no booking means no cost!' There is no risk to you other than the time it takes you to set it up.
There is a concept called the 'longtail' of the internet. Search Google for the term. It basically refers to the fact that many enquiries come from the same sources. The problem is that is exactly where the majority of villas will be displayed confirming the point above about your need to place your villa on websites that have a high ratio of visitors to a low ratio of villas to compete with you. It is niche marketing at its best. Place your villa where the visitors that visit the site are looking for villas in your 'class' of property. Is it luxury, standard or basic?
3. Get your own website.
This does not need to be all 'flash' but can be basic. Your guests are looking for images and descriptions not web tech!! You need to appeal to their 'psychographic being' not their technophobia. So high quality images are in, detailed emotive descriptions are in, flash, whistles and bangs are out! You need to display a value proposition to your potential customer. A holiday is exactly that so you need to appeal to the experience they are going to have through your descriptive writing and images that clearly show what they are going to get. Bang for the buck!
It is highly likely your web visitor will have searched for flights to their destination before finding your website. So if you can show them an availability chart that is very important because you may catch them there and then with your availability. It is also important to allow them the possibility to be able to book with you online. This is for two major reasons. Firstly, you will capture them and stop them from searching your competition. It is good to offer incentives to book online to encourage this. Secondly, it is good to offer credit card payment facilities because customers know this protects their cash should they have a problem. If they pay by cheque or cash its here today gone tomorrow and many will be put off by sending cash through the post to someone they have never met! Credit cards can be claimed back if the villa didn't exist for example so it reassures your customers.
You can get basic template websites that will get you online but you won't be able to load your own booking system or calendar generally. These type of sites are usually loaded with adverts and can distract your visitor from the delights of your holiday home. They can also annoy so be careful with them. After the hard work in getting your guests to your site you really don't want to lose them because of a distracting pop up or flash banner!
Go for a website that meets your needs and displays your villa in an attractive way with booking and calendar facilities and your half way there to securing your first booking!!
4. High quality images.
These are really, really important. Ever wondered why pretty girls advertise just about everything? It's because they appeal! Your villa needs to stand out from the crowd. Will it if you run around snapping with your Kodak pocket camera!? You need to set the mood, tone and emotion. 'Stage' your pictures to draw your visitor in. Make them imagine themselves in your villa sipping that glass of wine on display or eating the freshly cut melon! Take your pictures with lots of light and from interesting angles. Above all else, unless your married to Ellie McPherson do not have anyone in the pictures!
5. Accentuate the positives.
What is your villas USP? It's unique selling point may be it's quiet position. Do not assume everyone wants to be next to nightclubs and pubs. Some want solitude and peace for their break. This maybe what distinguishes your villa from the rest so emphasise the difference in a positive light.
6. Value proposition.
All villas offer a base to explore from. All have bedrooms and living space. Why is yours different? What furnishings and features does it have? What 'service' do you offer above all the others on offer? Welcome packs? Child friendly services, toys, pushchairs, car hire? Do you pick up from the airport, do you provide an advice pack in the villa, what if there is a problem what support do you offer in resort? Lots of villas explain the rooms and pool but what about the extras. Provide a value proposition and you will be above the rest.
7. Villa management
Only use a recommended villa management company do not at any cost put it with anyone that will guarantee you a rental return that you know in your heart of hearts sounds to good to be true. There are many that promise the earth and don't deliver. Ask for at least three clients of the company's to go and speak to. Do your homework. This bit ties in to your service levels. You will need this company to provide your welcome pack and service in resort so don't leave it to chance.
8. Get insurance!
Cover yourself for all eventualities. It can be expensive and time consuming having to visit to fix a boiler. It can be even more expensive if someone has an accident. make sure you are covered for public liability and buildings and contents. If nothing else you have piece of mind! Do not sign any agreement with a villa management company giving them autonomy to 'look after the maintenance of your villa. The pool yes the boiler and furnishings no, no, no!! It is too easy while you are at home for them to allege a flood or similar and you will be asked to pay out for things that quite feasibly havn't happened. If you do go down this route think about a cooperative between owners to look after each others interests and check for faults etc.
9. Views are essential.
If you've bought a villa that looks on to the local refuse department I am sorry but no amount of advice can change your mistake! Renting starts when you visit before you sign the deeds or pick up the keys. Thinking about it afterwards is too late. Your property has to appeal and if you are thinking of renting a property that is poorly positioned you will only ever rent to friends and family; and even then probably only once.
10. Retain your customers!
Make sure you keep in contact with your customers and send them emails and updates to your prices and offers. Get to know them. What do they like and dislike, what are their circumstances? Can they fly at the drop of a hat for short notice availability? Do they holiday in the peak or off peak season? What appeals to them saving money or additional services? A new customer will cost you five times more to obtain than to retain an original one. Keep them to save money!!
Luxury villas are advertised all over the internet. Many are poorly advertised with little in terms of thought to attract the right customers. It isn't about volume its about quality. Attract the right customers and you really don't need to be the biggest website in the world just the best at niche marketing. Happy renting!
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