Saturday, September 28, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Why Facebook Cover Photos Are Now A Lot More Useful

Posted: 24 Sep 2013 09:00 AM PDT

A lot of Facebook Page owners ignore the rules, but if you’ve been trying to keep your vacation rental Page on the straight and narrow, there’s good news: recent changes to Facebook’s Page guidelines have made this prime piece of screen real estate a lot more useful.

In the past, cover photos were rather restricted. For example, photos couldn’t include a lot of text or any promotional information (including contact details), references to Facebook features (such as the Like button), and calls to action were strictly verboten.

The rules have changed

There’s still one important rule when it comes to your Facebook cover photo: text must be limited to 20 percent of the image or less. But beyond that, you now have a lot more flexibility. 

For example, you can now

  • Promote pricing information, like special deals you might be offering.
  • Add your contact information to the image, like your website address, email, mailing address or other information.
  • Add calls to action, such as "Like this page" or "Share our page with your friends".
  • Add arrows to point to elements like the "Like" button.

Creating a great cover photo

How should you use this new-found freedom?

  • The limited text still puts the emphasis on the key idea: use a captivating photo to share the experience your vacation rental has to offer.
  • Add a call to action. It’s a small detail but an important one; tell people what you want them to do next. Should they like your Page? Share it? Check out your latest video? People are more likely to take the next step when they know what it is.
  • Use your cover photo. Changing your cover photo doesn’t just refresh your Page visually; a notification will also go out to your network, reminding people that you’re there. You can also change your cover photo as often as your want, so take advantage of the opportunity: promote short-term deals, show off different parts of your home, celebrate changing seasons or upcoming holidays.

More information

Have you designed a creative cover photo for your vacation rental Page? Share a link in the comments section below!

Tuesday, September 24, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Maintenance and Fine-Tuning For Your Marketing Efforts

Posted: 17 Sep 2013 09:00 AM PDT

"Z Stage Build" by MakerBot Industries on flickr (CC BY 2.0)Always be selling, the old business mantra goes — as true for vacation rental owners as it is for the hardware store up the street.

While you have a finite amount of "product" to sell, not an endless supply of widgets, nothing is stagnant these days — and definitely not the vacation rental industry.

How can you keep your marketing plan evolving so you're left tweaking, and not scrambling, as things change?

Your network needs care and feeding

I think the number one thing you can do to maintain a healthy marketing strategy is to look after the people who’ve either stayed with you in the past or wanted to.

It's cheaper and easier to hold onto your existing fans than to attract and keep new ones. But a lot of vacation rental owners sink all their energy into attracting new guests. After all, some trips are once in a lifetime, or at least once in a decade — why would they come back?

Staying in touch isn’t just about convincing the Johnston family that they need to rent your place for a week every summer. You may get repeat visits from some guests but there's also an opportunity to:

  • Encourage them to tell their friends about their trip. "52 percent of travelers use social media to find vacation inspiration, with 29 percent of respondents flocking to Facebook for travel planning ideas," according to a survey by MDG Advertising.
  • Reward referrals. There are different ways to encourage referrals: a gift certificate for every booking, a discount on their next stay, even a Groupon-style deal where everyone gets a great deal if enough people buy in.
  • Stay top-of-mind. Even if you don't incentivize referrals, delivering great customer service and staying in touch effectively will increase the odds that your vacation rental will come to mind in conversations about vacation ideas.

What are a few ways to stay in touch?

  • Individual communication is the ultimate personal touch. Sending a card for holidays, birthdays or anniversaries — especially if they stayed with you to celebrate a milestone — is a very direct way to stay in touch occasionally.
  • A Facebook Page provides regular interaction, plus it impacts where you show up in search results. It takes effort to regularly share information that's interesting to the people who’ve liked your Page. But it's also a great way to get insight into your past and potential guests, and is an increasingly important factor when it comes to where your vacation rental shows up in search results.

If you consistently care for and expand your existing network, you'll already have a solid foundation in place when you need to get last-minute bookings or start attracting reservations for next year.

Look for ways to adjust your existing efforts

There are other ways to tailor your marketing efforts to create opportunities for new business. Here are some of the ideas we’ve discussed in the past:

Find a niche market. By now, you probably know something about the type of people who are attracted to your property. Can you add amenities or highlight certain features to make your home even more appealing to this group? Learn more about targeting your marketing efforts…

Make sure it's easy to find you. In search results and on listing sites, showing up on a map can have a positive impact on how easy it is for people to find your property. Learn more about why mapping matters…

Start consolidating your reviews. With so many ways for people to provide feedback, you can end up with reviews spread across multiple sites. However, on any one of these sites, positive reviews can be the deciding factor between getting a booking or not. Learn more about steps you can take to start bringing these reviews together…

What are some of the challenges you’ve run into in keeping your marketing efforts moving forward? Share your experience in the comments below.

photo by MakerBot Industries

Saturday, September 21, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Facebook Ads: What’s Best For Your Vacation Rental Marketing?

Posted: 21 Sep 2013 09:00 AM PDT

"FACEBOOK(LET) Back" on flickr by Goiba - Johannes Fuchs (CC BY 2.0)A Facebook Page is a great way to stay in touch with previous guests and other fans of your vacation rental. Recent changes, like new features to help you reach even more people, make Pages even more intriguing.

Then there are Facebook's paid advertising options to consider: Should you or shouldn’t you?

I think it's too easy to put money into a Facebook ad and see no impact to your bottom line. That doesn’t advertising on Facebook is a bust, but it does mean you should have a plan, realistic expectations, and a willingness to experiment before giving it a try.

When is Facebook advertising worth it?

Mashable recently asked a panel of entrepreneurs: Are paid Facebook ads worth the bucks? Their experience and advice makes for solid reading, but here's a quick look at my takeaways:

  • Aim for list building, not immediate sales. Most of the people interviewed use it as a way to grow their email lists. If you do any email marketing, like sending out a regular newsletter, an ad could be great way to grow your list for bookings down the road.
  • Target, target, target. Facebook gives you impressive filters to target your advertising — the challenge is finding the best way to use them. A successful ad needs to target a specific group of people with a specific action to take.
  • Test and try again. Entrepreneurs with larger audiences can easily test ads and sort through what people do or don't respond to. This is harder to do when you have a smaller budget to target a smaller group of people, but the lesson is still there: Always be testing, and learn from what works.

I think this advice points to something else that's important for vacation rental owners to keep in mind: Facebook advertising has a place, but it's not Step One in your marketing plan.

You don't need a big budget to try Facebook advertising, but it brings the most value when it's part of a larger marketing strategy. With limited time and resources, I think your business will be better served by refining your other marketing tactics first.

Current options for Facebook ads

If you are refining your marketing efforts and Facebook advertising is a good fit, there are a few different options for you to consider. For example, you can:

  • Facebook "Sponsored Stories" screenshotUse an ad to encourage more people to Like your Page.
  • Create an ad that drives people to a non-Facebook website.
  • Turn on "Sponsored Stories", which will generate a promotion when people interact with your Page content.

Like many things on Facebook, advertising features are always being tweaked and launched; reports are that video ads will be coming to Facebook soon.

Have you tried Facebook advertising for you vacation rental Page? What were the results, and what will you do differently next time? Share your insights in the comments section below.

Tuesday, September 17, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Have You Tried This? Marketing Tactics You Might Be Missing

Posted: 17 Sep 2013 09:00 AM PDT

"Lightbulb!" by Matthew Wynn on flickr (CC BY 2.0)Looking for new ways to promote your vacation rental and attract more bookings? Here's a recap of some of the ideas we’ve shared on our blog this past year.

Get the best 'bang for your buck'

In 10 Minute Marketing, our presentation from this year's HomeAway Summit, Markus Nordvik and I highlighted 15 different ideas — some basic, and some a little outside the norm — that we think can deliver medium-to-high impact with minimal time commitment. Some of these ideas are included below, but check out our presentation for the full list…

Opt-in to the direct booking option

At the beginning of this year, I predicted that online transactions were poised to take off. People are increasingly aware of vacation rentals, and the competition between us and traditional accommodations is tight. For travelers, convenience is a big factor; I think owners who opt out of new direct booking options will lose business as a result. Read more about why online transactions are a smart choice…

Check out your offline options

Opportunities for marketing your vacation rental offline will vary by area, but they're still worth looking into — from traditional tactics like business cards and brochures, to networking with other owners or joining your local Chamber of Commerce. People turn to the Internet when planning their trips, but offline marketing is often just another path to an online transaction — particularly if you're marketing to seniors, who don’t necessarily start their searches online.

Create video with less polish, more personality

Video, from "10 Minute Vacation Rental Marketing" by MyVR

Slide from “10 Minute Marketing” by MyVR
(click for larger image)

Creating your own video has been increasingly accessible, and this year it's become even easier to share moments and add personality with your own amateur videos.

Just as professional photographers are indispensable, smartphone-quality video isn’t necessarily the best way to showcase your property.

But it's also become obvious that videos don't need to be slick to make an impact.

With so many different ways to share — like Vine, Instagram, Flickr, and other sites like YouTube — DIY video is a powerful way to bring your vacation rental to life.

Explore other social networks

If you have time and energy to experiment, there are a variety of different social networks for you to test. Vine (owned by Twitter) and Instagram (owned by Facebook), examples mentioned above, are entirely visual networks that bring their own dynamics to social networking.

Google+ is a growing network that could potentially rival giants like Twitter and Facebook — and as a Google product, it plays an increasingly significant role in search results. Each network has its own niche, and it can be worth exploring different ones to see whether they might complement what you're already doing.

Always be looking for new ideas

The vacation rental industry is changing, and so is the way we connect with one another — whether you want to call it marketing or just the way we communicate!

I think we all need to be open to new advice, whether it ultimately works for us or not; it takes patience and experimentation to find the right mix for each vacation rental business. Keep an eye on these five must-read vacation rental blogs to see what’s happening in our industry and learn what works, and what doesn’t, for other owners like you.

Is there anything you do in your marketing that's a little less than typical but works well for you? Share your thoughts in the comments section below.

photo by Matthew Wynn

Starting A Vacation Rental: A Mini Guide

Posted: 04 Sep 2013 09:00 AM PDT

"Start Here" by Robert Kilman on flickr (CC BY-NC-SA 2.0)You’ve decided that turning your second home into a vacation rental is the right move for you.

Now what?

Getting your first reservation on the calendar is an exciting time, but — as you probably figured out while you were deciding to rent your property — there are things you need to do before you can throw your doors open.

Dot your i's and cross your t's

Most cities have regulations for vacation rentals — often called "short-term rentals" or detailed under "transient occupancy tax" — so do your research so you know what you're getting into.

Beyond understanding local policies, be aware of any taxes you'll need to collect and file any necessary paperwork.

Once you’ve worked through all the regulatory stuff, make sure you have the right insurance for your property. You never know when natural disaster or an unruly guest might come your way, so make sure you're covered.

Finally, make sure you have your own rental contract and a set of policies and procedures that meet your needs, as well as anything else the bureaucrats or insurance reps may have flagged. Have a lawyer review your documents — or write them — to ensure that what you’ve put together is legal and doesn’t overlook anything.

A space that looks great and is well-equipped

"Verdi - Paris Apartment - Living" by ParisSharing on flickrIf you like decorating, this step can be a lot of fun! If you're less design inclined, or your property is already essentially prepared for guests, make sure you at least have the basics on hand; some things are "nice to have" but there are essential items that your guests will miss if you forget about them.

For ongoing care and monitoring, now is a good time to decide whether you want to hire a property manager or do it yourself. Depending on your circumstances, there may be a clear solution. Your proximity to the rental property, for example, may make the decision for you; some cities require that a contact person be within quick driving distance to the property in case of emergency.

Even if you need to hire a property manager to be close at hand and available if your guests need anything, there are a wide range of services available — from full-service management to task-specific support. Find out what's available in your area and hire the type of help you need.

Setting your rates

Once you know what your hard expenses are (i.e. property management, insurance, cleaning services) you'll need to determine your rates.

This is something that is intimidating for a lot of owners. Follow our four-step guide to setting your rates so you have a starting point, then monitor how things go and review your rates regularly.

Get the marketing party started

Marketing your vacation rental is an interesting challenge. Some people find that their home — or the location — all but sell themselves from Day One, while others struggle to find the right people to attract.

We write about marketing on this blog a lot; effective marketing is the key way to get more renters with less work and it can take a lot of experimentation just to find tactics that work for you. Here is some advice we think applies to all owners:

The vacation rental industry is growing — and so is your competition. Listen to advice from other owners and follow news from sites like MyVR to stay on top of what's going on.

What questions do you have about starting a vacation rental? Share them in the comments below!

Tuesday, September 10, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Using The Fall “Lull” To Organize Your Vacation Rental Business

Posted: 10 Sep 2013 09:00 AM PDT

"Slow Time in Wrist Watch on Dry Leaf" by epSos.de on flickr (CC BY 2.0)When renters are constantly coming and going, it's easy to push non-urgent administrative tasks to the side for "later".

If your vacation rental slows down between Labor Day and ski season, “later” is here! The shoulder season is the perfect time to catch up and start laying groundwork for next quarter.

Push through the paperwork

You’ve probably done a good job of staying on top of bills, expenses and rental-related transactions like deposits and refunds — your phone will ring pretty quickly if you fall behind on these!

But here are a few tasks that may have slipped over the last few months.

  • Make sure your records (for bookkeeping and guests) and receipts are all up-to-date. Since you have a bit of breathing space, this may be a good time to consider making the switch to a paperless office! Also, look for any options to automate these transactions that you're not already taking advantage of.
  • Review your listings for anything you might want to change or update, and confirm that your online calendar is 100% accurate. You may also want to look ahead to 2014: Do you have long weekends flagged on your calendar?
  • Consider your reservations over the next few months. Do you have any availability that you might be able to fill with last-minute deals?

Update your marketing

Travelers will be looking ahead to next year, so make time to plan your marketing for the next few months.

  • Update your local guide, or information you share on your website. What events are scheduled in your area for the coming year? Do you need to adjust any of your restaurant or entertainment recommendations?
  • Highlight the best of the season. Depending on your location, you may have the same sand and sun year-round. In other areas, season are distinct, and each one has its highlights. Spend an afternoon pulling together a list of suggestions for the fall and winter. What do the locals do this time of year? Where is the best place to catch fall colors? Is there a trail that's perfect for snowshoeing? Where can people rent season-specific outdoor equipment?
  • If you have a blog, brainstorm new blog post ideas — and start drafting them, while you have time and the idea is still fresh.
  • Consider running a Facebook contest to attract attention to your vacation rental. This could be a great time to highlight your home and the surrounding area with a photo contest!

Sometimes, finding good marketing ideas is just a matter of having time to brainstorm. We recently shared a few ideas to get you started; over the next few weeks, we'll recap other ideas that have worked well for us or other vacation rental owners.

Are you running any interesting promotions this fall? Tell us about your creative ideas in the comments section below!

Saturday, September 7, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

Rentals Slowing Down? Catch Up With Cleaning, Maintenance

Posted: 07 Sep 2013 09:00 AM PDT

"home repairs" by Alan L on flickr (CC BY 2.0)For a lot of vacation rental owners, back to school signals a slower pace of business — a lull as people get back to their normal schedules.

This dip is a great opportunity to focus your attention on your rental in a way you can't when you're focused on smoothly transitioning from one guest to the next.

"There are distinct seasons in the rental business." Lynn Berardo, owner of Modern Lake Tahoe in California, told MyVR earlier this year. "[I realized that] I needed to concentrate my efforts according to this cycle, and budget time and money to do certain tasks in shoulder seasons."

What kind of tasks should be on your To Do list? Here are our recommendations.

Deep clean your home

On an ongoing basis, you or your housekeeper should be on the lookout for anything visible, like damage, stains, or burned-out lightbulbs. Now that you're not jumping from one rental into the next, get below the surface. For example:

  • Steam clean rugs and carpets,
  • Wipe cabinets and make sure there's nothing lingering on shelf corners,
  • Wash all your windows and vacuum the blinds,
  • Give the fridge a thorough disinfecting.

For a full list of suggestions, check out this Fall Cleaning Checklist from Real Simple. The goal is to give your rental property a clean and fresh slate as we move into cooler — and often much muddier — time of year.

"Private Airbnb Studio in San Francisco near Ocean Beach" by Kevin Krejci on flickr (CC BY 2.0)

Check for wear and tear

As with regular cleaning, you should have an ongoing maintenance schedule where anything with visible damage is removed or replaced. Now you can take a closer look for anything that may have been missed.

First, check your furniture and supplies for anything that needs to be repaired or replaced:

Are there any tears or worn spots in towels or sheets?

  • Do your quilts, blankets or comforters look dingy?
  • Do any rugs look visibly worn?
  • Are your pillows still fluffy?
  • Are there any dead or unhealthy plants that need to be removed from your yard or garden?

Also, check for things that are fine now, but will require time — and a budget — over the coming year.

  • Is there anything that may need replacement over the next year (i.e. small appliances or furniture)?
  • Is there any part of your yard or home that will need particular attention in the spring (i.e. lawn and garden work, swimming pool repairs or floor refinishing)?

Your priorities will depend largely on how you market your property; well-loved accessories in a shabby chic cottage are practically expected, but a luxury rental implies top-of-the-line and like-new furnishings.

There is also no set formula for replacing things in your home. Pillows should be replaced regularly for hygienic reasons, but the lifespan of your couch or decor is harder to pinpoint. Here are five ideas to keep your rental looking fresh.

Do preventative maintenance, prepare for the coming season

"3D Home Inspection Big Check" by StockMonkeys.com on flickr (CC BY 2.0)Beyond regular wear and tear, there are also maintenance items that can be easy to overlook despite regular walk-throughs.

HomeAway has a helpful Seasonal Maintenance Checklist for you to refer to, but also think about things that might be particular to your area (i.e. storm shutters or snow equipment). It may be a bit early for some of these supplies, but it's better to have them nearby than to be caught off guard if you don't have a chance to swap them in later.

Whatever you do when the pace of business slows, keep thinking ahead so that your vacation rental continues to put its best face forward.

What are your priorities during the shoulder season? Do you have any projects in the works? Tell us about it in the comments section below.

photos by Alan L, Kevin Krejci, StockMonkeys.com

Tuesday, September 3, 2013

Vacation Rental Owners Blog

Vacation Rental Owners Blog

Link to Vacation Rental Owners Blog |

“Like” This! Facebook Contests Now Easier to Run

Posted: 03 Sep 2013 09:00 AM PDT

Good news if you have a Facebook Page for your vacation rental: Facebook has relaxed the rules around contests and promotions so they're easier and cheaper to run.

Contests are a great way to drum up attention, and Facebook is no exception. However, until last week, there was a catch for promotions on the popular social network: to avoid running afoul of Facebook's rules for Pages, running a contest meant paying for a third-party app.

Not anymore. "Now, promotions may be administered on Page Timelines and in apps on Facebook," the company announced. This means you can

  • Get people to vote by Likes (a popular way to run a photo contest),
  • Encourage people to enter contests by posting on your Page's wall or sending a message (via the Page), or
  • Ask people to enter by Liking or commenting on a post.

A lot of Pages were already running these types of contests, so chances are you’ve seen them around. The difference is that these contests are now within Facebook's rules; in the past, these businesses risked having their Pages deleted.

"The Art of Facebook" by mkhmarketing on flickr (CC BY 2.0)

The lure of contests

If you want to try hosting a contest, have a purpose in mind. There are a few reasons why you would run a promotion:

  • To get people to Like your Page. The more people connected to your Page, the wider the reach of any information you share.
  • To encourage people to do something with your posts. The more people interact with your Page, the more likely they are to see what you post later. (As you may have noticed from your Facebook Insights, Liking your Page is no guarantee someone will see what you share.)
  • To get feedback about your vacation rental, whether you're debating new amenities or trying to close the gap towards five-star reviews.
  • To build your mailing list (although you need an app for this — see below).

A few contest ideas to start with

"Couple Selfie, Pier 39, San Francisco" by Bob Dass on flickr (CC BY 2.0)With the barrier to entry so low, you can run almost any sort of contest you want (just make sure you're clear on the rules, there are still some things that are not allowed). Here are a few ideas.

Vacation photo contest
For the travel industry, this one's a perfect fit! And you don’t necessarily need to have a prize on hand and ready to drop in the mail. For example, Tourism New Zealand runs a monthly contest, using fan-submitted photos, to select the next month's cover photo for their Page. Encourage people to submit their photos, then ask your fans to Like their favorites. The photo with the most Likes wins!

Best vacation memory contest
Referrals are great, but travel stories can be priceless. Encourage people to tell you their best memories by posting them to your Page or sending them to you as a private message. These stories aren’t just great content for your Page, they can also have an impact shared through your blog or website.

Want to know? Ask!
You don't need to run a contest to get feedback from your guests, but if asking questions isn’t getting you the information you need you can create a promotion around a survey to give people a little more incentive.

Why contest apps aren’t likely going anywhere

If Facebook promotions are an important part of your marketing strategy, apps are still valuable and it's unlikely that they will disappear — although some marketers think (or maybe hope) that the cost of using them will drop.

Apps are still the simplest way to

  • Manage "Like gating", where someone has to Like your Page to access a coupon or download,
  • Collect email addresses via contest entries to grow your email marketing list,
  • Promote your contests online, with features like "share with your friends for five more entries".

Chances are that running contests on your Facebook Page hasn’t been a top priority, so the newly relaxed rules are a good opportunity to experiment with new ways to connect with the people who’ve Liked your Page.

Have you run contests via your Facebook Page? What kind of results did you get? Tell us what happened in the comments below!

photos by mkhmarketing, Bob Dass