The main objective of a Quality program is to improve the quality of a web content and sales channels online. It is an ambitious and fundamental objective for the sales success.
Our content is our main asset because it is our only way to attract customers to our properties. Speaking of the traditional trade “location” is one of the keys to success. The location is so important that it determines the prices of the rent and sales as well as influence the planning of our cities. If we look at the online model, it doesn’t matter where the business is located – the product can be sold anywhere in the world.
Everywhere in the world? That sounds great! However, it also means that you have competitors anywhere in the world. In every opportunity there is also a risk. As the vacation rental business is a global business, the competition is also global both relating to destination as well as the number of competitors. Moreover, in recent years various new models based on rental of accommodation have appeared.
The quality of the content is one of the key elements in a business. If we dig a little deeper one has to wonder why customers choose some properties over other properties. To answer this it is necessary to analyze the behaviour of our customers. So we’ve studied the process and followed a potential customer from connecting to our website until he decides to make a reservation. So we have come to the conclusion that the customer chooses a property if they have three key features (not the property but what you see on our website):
The introduction to the property is the images. The number of the images, the quality and let’s say your way artistic sense in how you present the property are all fundamental when the customer has to decide between one property or another. Customers imagine their holidays looking at pictures of our website. It is very difficult to determine whether a property is attractive or not as both personal preferences and more cultural issues are subjective, but there some basic rules to adhere to; look for a good lighting and angle. Unfortunately it is very difficult to assign a value to the artistic composition of a photo automatically. So we have given a score of 80% in relation to the number of pictures and their size in our quality system. If we make a correlation between the number of bookings and the number of images we see that the top 10 properties with most bookings all have more than 20 images.
Once we have caught the customer’s attention with the image, we now have to convince with words. This is the reason why it is important to review the descriptions of the properties. The client must understand what they can expect when spending their holiday in the property. It is not enough to make a list of the amenities of the property. We must seize the descriptions of the properties to sell their strengths and experiences that can be lived in the area. We all want to enjoy holidays. As it happens with the images, evaluating the quality of a description based on your writing style or your persuasion skills is practically impossible. But we can determine that the descriptions have a minimum of words. Descriptions with more than 200 words are our goal. Moreover, having descriptions in the native language of the clients have shown to be more efficient.
We have reached the point where the customer is convinced that he or she wants to spend their holiday in a given property, but begins to wonder if everything he or she has seen and read so far is as good as it looks. If the property has good reviews the possibility of new bookings increases exponentially. The 5 properties that was booked more in 2015 had more than one good review on our website. It is very important that the properties have good references from other guests.
There are many examples where a good property is poorly described in the content (few photos, fast and badly written descriptions leading to lack of bookings and reviews). The goal we have to have in mind when we register a property is to sell an experience. To do this we must pay attention to images, descriptions and reviews.
There are also other factors such as price, availability and the reliability of the information but they are all indirect factors and we will discuss this in a future post.