How to market small holiday rentals (2024)
Want guests to flock to your small holiday rental? Try these marketing tips to keep the crowds coming.
September 2024
Marketing is a key part of any business — and yes, that includes small holiday rentals in the UK and other countries. If you’re not getting the guests you want, there are plenty of ways to change that. Here are some of our top tips about marketing for small properties.
Where should I advertise to rent my holiday home?
These days, more and more guests tend to go through holiday rental portals to find accommodation for their next break. That means it’s essential to list your rental property in the right places. You’ll probably want to list it on as many holiday rental websites as you can. After a few months, you’ll be able to monitor their performance and see which ones are driving the most business your way.
So, how do you stand out from the crowd on a holiday accommodation platform? Here are some important things to keep in mind:
- The headline is what people see first, so make sure it’s a good one. Go for short and snappy. Some portals will let you craft an eye-catching sentence in the headline, while others just want the name of your property. To that end, it’s worth giving your rental a fun, unusual name that will stick in people’s minds.
- Make sure you’ve got some great photos. Your potential guests should be able to visualise staying in your property rental. You’ll need enough pictures to show off all the cool parts of your rental, and make sure that if you have any selling points — such as a pool or a hot tub — they can be clearly seen. You might want to set aside a day for a photoshoot. Clean from top to bottom first, and make sure there’s plenty of natural light.
- Take your time to craft a thoughtful description. Again, you’ll want this to stand out, so think about what your property’s unique selling point is. Like the headline, you’ll want to make sure this is thorough but not too long-winded. Most platforms have a word limit, but even if they don’t, an overly wordy description will put potential guests to sleep.
How can I make social media work for me?
It’s a great idea to advertise a holiday home on social media. After all, almost everyone uses social networks these days, so why not use them to find your audience?
Think about the people you’re trying to attract. Instagram is a great visual platform, as you can share plenty of awesome photos of your property. Facebook is seen by some as old-fashioned, but it still has a huge user base and is an excellent way to reach out to the 40+ crowd.
One of the main advantages of small holiday rental marketing on social media is how quickly things move. Holiday rental portals can be cumbersome if you’re trying to run a limited-time offer or last-minute deal, but social media is ideal for that sort of thing. You’ll also be able to highlight how suitable your property is for different times of year. For example, put up some photos with a Christmas tree and tasteful decorations to encourage guests to visit over winter. If you can get snow, too, that’s an added bonus!
Social media also allows you the chance to really engage with your audience. Think about the voice you’d like your property to have: is it playful? Sophisticated? Family-friendly? Romantic? Craft regular posts that fit that particular mood and you’ll soon be able to build a brand.
How can reviews help in marketing for small properties?
Would you rent a holiday flat without reading the reviews first? For many potential guests, good reviews are an absolute must. If all goes well, then once you start getting customers coming through your doors, they’ll leave comments to attract more guests down the line.
On the one hand, you don’t want your guests to feel pressured into giving you a review — nobody likes a guilt trip! On the other, it may be worth reminding them with a polite follow-up email after they leave. Don’t ask them to write too many reviews, or they’re likely to feel resentful. Instead, think about the most valuable places that they can leave a review — probably the portal they booked through or Google.
Savvy landlords know how to market a small holiday rental using previous guests’ social media, too. If your guests post stories or pictures on Instagram that showcase the property, ask if you can use these on the rental’s own profile. Always ask first, but in many cases, people will be happy to go along with it. When you can show real guests enjoying your property, it’s a great way to encourage others to come along and rent your small house or holiday flat.
Which ad tools are good for advertising a small property for holidays?
Many new landlords are nervous about dipping their toes into the world of paid advertising, but it can be extremely helpful. The best starting point is Google Ads, which allows you to create short, text-based ads that show on the top of search engine result pages. To optimise use, you’ll want to think of the most essential keywords to drive people to your property.
One major bonus of Google Ads is that you can set your budget, creating a daily or monthly limit. This is particularly handy if you’re new to the business and concerned about overspending. There are also internal tools that allow you to monitor your campaigns, seeing which keywords have been most successful, so you can fine tune and tweak as your business moves forward.
If you’re using any kind of advertising, make sure you’ve got a good landing page. This is the page that guests will be directed to when they click on your ad. You might be tempted to use either a page from a holiday booking platform or your social media profile, but this isn’t the best idea. Instead, it will look far more professional if you have your own dedicated website. Nowadays, there are plenty of great templates and tools online that will help you build a professional-quality site quickly and cheaply. Once again, make sure you have great photos and a clear, appealing description of your property.
Remember, it’s never a good idea to rely too heavily on one particular kind of marketing. Use a combination of these strategies, and you’ll be more likely to see success in your holiday rental business.