How to Increase Vacation Rental Bookings: Creating A Sense of Urgency

This is the third and final part of a series focusing on strategies and tactics that can help vacation rental managers and hosts increase their conversion rate among guests who are non-committal, comparing properties or “just browsing”. Each part of the series will introduce a new strategy or tactic and show you how it could play out for a vacation rental property manager in a simplified scenario. If you have missed part one (“Following Questions with Questions”) or part two (“The Expect to Book Mentality”), it is recommended that you check those out.

 

IN THEORY

Creating a sense of urgency starts with the qualifying questions that were covered in the first part of this series. Questions that will help property managers determine the budget, time, interest and need of a potential guest, can also help urge the guest to take action.

If property managers propose open-ended questions, guests will then have to explain why they are qualified to stay at the property, which in turn will increase the guest’s desire to book. The most powerful question to pose asks the potential guest to explain why they desire or even need to stay at a particular property.

Other commonly used tactics that can help create a sense of urgency include scarcity, time restraints, fear of missing out, responsiveness appeal, pulling away and making it difficult to book.

Scarcity and time restraints work because they put the potential guest in a difficult situation that often results in a decision to make a reservation. The two tactics can be particularly effective when combined together, or adjacent to a way that they can pull out of the reservation if they change their mind.

Property managers that can effectively target a potential guest’s fear of missing out (FOMO) are also incredibly effective at converting on-the-fence guests. The final push to book could alternatively come from a reward for making a decision, which could be anything from a giveaway during their stay to a small discount if they book directly and immediately.

The riskiest and potentially most effective tactics work against the natural instincts of most hospitality industry professionals. The first is to get an offer in front of a guest, but before they accept pulling the offer away from them, appealing to their desire to have something they can’t get. The other option is to make it more difficult to book than usual, for example with an application fee or a mandatory phone screening, which makes guests feel as if they earned the booking rather than simply receiving the booking.

 

IN PRACTICE

Scarcity and Time Restraint: “With the summer being our busiest season and new bookings coming in for our properties every few hours, I can only hold this property for a day without a reservation. Would you like to reserve it now so I can ensure that you will be able to stay there when you visit us later this year?”

Fear of Missing Out: “We are so excited for the upcoming music festival, especially with the awesome headliner. I heard they are amazing! Would you like to book our property now so we can make sure you have a comfortable place to stay when you arrive?”

Rewarding a Decision: “If you book today we can throw in a welcome basket with some of your favorite beverages. What types of beverages do you prefer?”

Pulling Away: “Thanks for your interest, but I’m not sure that our properties are the right fit for your needs. We specialize in luxury properties in high-traffic locations, which sound like it might not be right for your group.”

Be sure to check out part one and two of this series to determine potential strategies and tactics that you can use to improve the occupancy of your vacation properties and bottom-line profitability.

 

ABOUT THE AUTHOR

Dylan DeClerck is the VP of sales and marketing at Pablow, a travel insurance technology provider and broker that works with vacation rental property managers to offer vacation rental travel insurance to their guests hassle-free and in a matter of minutes. The company is based in Iowa and provides travel insurance to more than 25,000 vacation rental properties in the United States. Dylan is also the executive director of a non-profit that teaches athletics to at-risk youth.

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How to Increase Vacation Rental Bookings: The “Expect to Book” Mentality

This is the second part of a three part series focusing on strategies and tactics that can help vacation rental managers and hosts increase their conversion rate among guests who are non-committal, comparing properties or “just browsing”. Each part of the series will introduce a new strategy or tactic and show you how it could play out for a vacation rental property manager in a simplified scenario. If you have missed part one (“Following Up Questions with Questions”), it is recommended, though not required, that you give it a read.

 

IN THEORY

Inbound inquiries in the vacation rental industry come at varying levels of decisiveness. It’s easy for property managers to book the reservation for guests who have already made up their mind, but it’s often difficult to convince those that have yet to decide to book. While a property manager needs to approach each of the preceding situations differently, their mindset should be the same regardless. They should “expect to book”!

When property managers expect the potential guest will book their vacation with them it’s apparent in their guest communications. Suddenly the wording is more helpful, positive and confident instead of pushy or uncertain, which makes a huge difference for guests.

Obviously there will be some potential guests who decide to travel elsewhere or stay with another local accommodation, but the best property managers don’t let this get to them or affect their mentality that the next potential guest will book with them.

 

IN PRACTICE

Poor Wording: “Hello, I remember a couple of weeks ago we spoke about your family trip to Utah in July and I was wondering if you and your partner had made a decision about what kind of accommodation you would be staying in. By the off chance you haven’t made a decision yet, we would appreciate it if you would take a look at our property.”

Improved Wording: “Hello, it’s good to speak with you again! Our team is busy gearing up for a busy summer season and we are so excited to be opening up our property to so many families. I know that you said you were looking for a week in mid-July and I wanted to get your final selection of a date before we’re completely booked. Do you have an exact date that will work best for your family?”

To put this mentality into practice for your vacation rental or property management company start by writing down five positively framed sentences that you can use in your guest communications. This blog post was inspired by and based off of Bill Guertin’s article “The Secret, Subtle Language of Winning Sales Calls”.

Also be sure to check out part one and three (which was previewed in this blog post) of this series to determine potential strategies and tactics that you can use to build around the “expect to book” mentality.

 

ABOUT THE AUTHOR

Dylan DeClerck is the VP of sales and marketing at Pablow, a travel insurance technology provider and broker that works with vacation rental property managers to offer vacation rental travel insurance to their guests hassle-free and in a matter of minutes. The company is based in Iowa and provides travel insurance to more than 25,000 vacation rental properties in the United States. Dylan is also the executive director of a non-profit that teaches athletics to at-risk youth.

How to Increase Vacation Rental Bookings: Following Questions with Questions

This is the first part of a three part series focusing on strategies and tactics that can help vacation rental managers and hosts increase their conversion rate among guests who are non-committal, comparing properties or “just browsing”. Each part of the series will introduce a new strategy or tactic and show you how it could play out for a vacation rental property manager in a simplified scenario.

 

IN THEORY

Whether a potential guest reaches out via email, website message or phone call it’s extremely important that the reservationist is fully prepared to quickly answer their questions about the vacation rental property. Every hour an inquiry goes unanswered the chances the guest will book the property decrease! Because of this property managers should monitor their messages, know potential questions guests might ask, and save responses in a FAQ document to improve future response times.

In addition, while answering the guest’s questions it’s important that the reservationist follows up with their own open-ended questions to determine if the guest is really worth their time. Potential guests are qualified when they have the right budget in mind, are truly interested in the vacation rental or area, and are in need of an accommodation similar to what is offered. Additionally it’s good to ask a few questions about the potential guest and their upcoming trip as a way to build rapport.

If the potential guest is truly on the fence there will be a point where they stop responding to emails or they say something on the phone that indicates they are not ready to commit. At this conjuncture it’s the company’s job to listen to their concern or objection, clarify their point to ensure understanding, empathize with their concern, give a genuine response and then ask if the response was appropriate.

 

IN PRACTICE

Guest: “Hello, I had a chance to check out your property online and would like to determine if I could rent out just a portion of the space for a three-day weekend?”

Manager: “Hello Guest, thanks for reaching out! Right now we only allow guests to rent out the whole property as the room units are all connected to the main living space. Is there a reason that you might only need a portion of the space for your trip?”

Guest: “I’m traveling to the area for work with another colleague, so we only really need two rooms.”

Manager: “I see the dates you’re traveling. Do you plan to attend the local film association conference in just a few weeks? My partner and I love to watch independent films and thought of attending ourselves!”

Guest: “Yes it is! Glad to hear that you’re also interested in independent films. I’ll be releasing my first feature film at the festival. Unfortunately I think I’ll keep looking for another place in the area given your accommodation just seems too big for us.”

Manager: “So you’re saying your primary concerns are the size and comparative cost of the accommodation?”

Guest: “Yes.”

Manager: “I understand that because we can host larger groups the cost of our property seems a bit more than other smaller accommodations, however because of our location right across from the festival you’ll save money on transportation and we can lower the cleaning fee if you will only be staying in two of the three private rooms. Does that sound fair?”

Be sure to check out part two and three of this series to determine potential strategies and tactics that can help you close a sale similar to the one above and book more guests.

 

ABOUT THE AUTHOR

Dylan DeClerck is the VP of sales and marketing at Pablow, a travel insurance technology provider and broker that works with vacation rental property managers to offer vacation rental travel insurance to their guests hassle-free and in a matter of minutes. The company is based in Iowa and provides travel insurance to more than 25,000 vacation rental properties in the United States. Dylan is also the executive director of a non-profit that teaches athletics to at-risk youth.