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.

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No One Will Read this Blog: How the Internet Killed Content!

For the past couple of years in digital marketing the narrative has largely been the same: “Content is King!”  All businesses from large corporations to small non-profits were told that they should manage their audience effectively, advertise when necessary, but above all else never compromise frequent content!  Not only is this now false, but we tell you what your number one priority should be in digital advertising for 2017.

It’s said that content can increase you search engine rankings, generate more social media views, drive potential clients to your website, and generate free publicity for your brand.  This is all true!  However, this only works if your content is unique and different than the rest of the Internet and people actually care about what you have to say, which are both significant barriers for companies of all sizes.

As a result of marketers pushing every company for more content, the Internet and our social networks have become inundated with very similar written and visual content that provides very little novel value to readers.  No one could possibly read all of the interesting content on their newsfeed!  The effect of this problem is that content no longer becomes a differentiator for companies; it’s simply a requirement for digital marketers that doesn’t carry very much weight.

We are seeing a regime change in the social media and digital marketing sphere.  Content is no longer King!  It has been replaced by engagement, which shows to be much more effective in building relationships and providing value to clients and cohorts alike.  It’s incredibly important that we change our focus toward reacting to posts, pictures, videos, and more by commenting, sharing, retweeting, liking, favoriting, following, and subscribing.

Changing the direction of our efforts from creating content to engaging with others and their content will take time, but those that embrace it first and see the value in building these online relationships within their social network can expect to see much better growth compared to competitors who subscribe to the old regime of digital marketing.

Questions?  Ask our company’s digital marketing expert and engagement specialist: Dylan DeClerck – dylan@pablow.com.