Social media is extremely important for any business, and the vacation rental industry is no exception. Truly, there are millions of potential guests for your holiday home out there, and nowadays, each of them is most likely a social media user. You can’t possibly ignore that travellers enjoy sharing their travel experience online. They like to post nice pictures of the house they rented and of the region they traveled to. This is exactly why you need a social media strategy for your vacation rental – social media is where your potential guests spend their time!
A clear strategy will help you grow your short term rental business effectively by promoting your holiday home in the right way. As a result, you will get more visibility and attract more guests!
Define Your Social Media Strategy
Before starting your social media strategy for your vacation rental, you should think about several things.
What are your goals?
When you start working on your social media strategy, the first thing you need to do is to clearly define your goals and objectives. What do you want to achieve? What for? Here are some examples of goals:
- Develop brand awareness,
- Boost the traffic on your website (by X% per month),
- Increase your number of bookings (by X% per month).
Set up your goals and analyze your results at the end of each month to know if your strategy is working or if it needs to be changed.
Which social media?
After this first step, select the social media channels you want to focus on, depending on the time you can spend on them, on your knowledge and skills, and most importantly, on the preferences of your guests. Different guest demographics use different social media channels.
Defining the frequency of your posts is crucial and might vary depending on the channels. In any case, you need to keep up the pace. Don’t suddenly change your posting habits: this can result in a decrease of your number of fans!
Don’t mix personal life and business life. You need to create a professional account on the social media you are using. This account will be all about your properties and your vacation rental business, not about your personal life.
Promote Your Properties
Once the first steps of your social media strategy for your vacation rental are clear, you need to focus on the content you want to post. Social media is a great tool to advertise your properties as well as your brand, and here are some tips to help you become a social media expert:
Establish a visual identity for your business and stay consistent so people can recognize you. For example, you can use a logo and specific colours. They will help people identify you when they see your posts among many others on their Facebook or LinkedIn wall!
Photos and videos
Choose only your best photos and videos. Even if you know that your property is the most beautiful one in the area, unfortunately your potential guests don’t yet. And nothing will convince them more than wonderful and attractive photos! To make sure you have the best ones, you can hire a professional photographer. However, you can also take some good shots by yourself just by following these simple steps.
Add a link to your website
When you post your pictures, don’t forget to add a link to your website in the caption, and especially to the page related to the property that you showcased. It’s especially useful if you have a direct booking engine on your website: your guests can book directly there instead of looking for their dream house for hours on sales channels! Likewise, add a link to your social media channels on your website.
Location and hashtags
Don’t forget to use location and hashtags. These will help people find you on social media!
Promote the experience
Remember to promote the experience more than the place itself. Show how great it is to stay there, mention the activities and the optional extras you are offering to your guests. These are your unique selling points!
Post various content
Post various content to engage your audience, such as good deals, lower prices, latest information about your area, local activities and more. Position yourself as a local expert!
Be Social And Interact With People
Social media channels are… social! Therefore, interacting with people must be fully part of your social media strategy for your vacation rental. Here is how it can help you grow your short term rental business:
- Your interactions will enable you to increase your number of fans. Share your professional page or account to your family, friends and network and ask them to follow you. The higher your number of followers is, the more serious your business will appear!
- Stay in touch with your guests. Encourage them to tag you and tag them back if it’s relevant. Encourage them to give you their feedback and share their review on your social media channel. See your social media as an online guest book!
- Answer each comment, even the negative ones. Understand them as an opportunity to improve your business and to show transparency and professionalism to your potential guests.
- Join groups for property managers. They are an excellent way to talk about your experience and issues you might have.
Stay Informed About The Vacation Rental Industry
You first want to use social media to advertise your properties. But these channels are also an excellent way to keep up to date with the latest news about the industry and the new regulations.
- Follow niche magazines or websites about your business, such as Short Term Rentalz, Skift or Travel Weekly. They all have at least a Facebook account.
- Follow service providers, such as Your.Rentals, Properly, or Noise Aware. They regularly publish offers and tips to help you improve business.
- If you find news that could be interesting for your guests as well, don’t hesitate to share them on your professional account. In this way, you’ll show your guests that you have knowledge about the industry and that you are trustworthy.
Dos And Don’ts
- Do select the social media channels you want to work with: Facebook? Instagram? Twitter? Pinterest?…
- Don’t use the same account for professional and personal posts.
- Do answer negative comments (as well as positive ones).
- Don’t post low-quality pictures.
- Do use location and hashtags.
- Don’t change the frequency of your posts.
- Do interact with your guests and other professionals on social media.
- Do combine a social media strategy with other advertising strategies. Read our tips to advertise your properties like a pro!