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Key Takeaways
Reviews Are Essential to Your Vacation Rental Business: Reviews are a key factor in how guests choose their accommodations. Studies show that between 60-80% of travelers check reviews before booking, making them a critical part of your marketing strategy. Guests typically browse through photos and availability first, but almost inevitably, they scroll down to the review section before making their final decision.
Focus on Google Reviews for Maximum Impact: Google is the most important platform for building your online reputation, as it is often the first place potential guests will see reviews of your business. A strong presence here directly impacts your direct bookings and brand search performance.
Keep a Steady Review Flow: Consistency in gathering reviews is essential to maintaining a positive reputation. Long periods without new reviews can make your business appear stagnant, even if your existing reviews are excellent. Negative reviews have a much smaller impact when they are outnumbered by positive ones, so continually encouraging reviews helps protect your brand.
Ask for Reviews Strategically (and Don’t Overwhelm Guests): Instead of asking guests to leave reviews on multiple platforms all at once, focus on driving reviews to one platform at a time. Rotating between Google, Airbnb, Vrbo, and Facebook every few months ensures balanced coverage without overwhelming guests with too many options. A review request with too many links can lead to inaction, as guests may feel unsure about where to leave feedback. Keep the request simple and direct for higher engagement.
How to Handle Negative Reviews Like a Pro: Negative reviews are inevitable, but how you respond to them can shape public perception of your business. Always respond promptly and professionally, acknowledging the guest’s concerns and apologizing if necessary. Taking the conversation offline, such as by offering direct contact information, can help resolve issues more effectively.
Airbnb & Vrbo Have Unique Review Systems: Each platform has its own review system, and understanding these differences is crucial. Airbnb’s double-blind review system prevents retaliatory reviews, making it a fairer process. However, the rating scale is different from Google—while a 4.5-star rating on Google is strong, a 4.5 on Airbnb is relatively low. Guests also rate properties based on subjective factors like value, which can skew results. Verbo’s system is structured differently, using a 10-star rating scale that allows for a broader range of guest feedback.
Don’t Neglect Other Review Platforms, But Prioritize Wisely: While Google and Airbnb should be your primary focus, other platforms like Facebook, Yelp, and TripAdvisor still play a role in your online reputation. Yelp, in particular, tends to attract more negative reviews, and its business model makes it difficult to manage your ratings.
Monitor & Dispute False Reviews When Necessary: Not all reviews are fair or legitimate, and you should know when to dispute them. If a guest threatens to leave a bad review unless you provide a refund, document the conversation, as review platforms often remove reviews that were left under duress. Similarly, if someone who never actually stayed at your property leaves a review, you should dispute it with the platform. While removal success rates vary, proactively managing false or misleading reviews can help protect your reputation.
What We Cover In This Episode
In this episode of The Heads In Beds Show, Paul and Conrad discuss the crucial role of online reviews in the vacation rental business.
They dive into which platforms deserve your focus, highlighting the importance of Google reviews for brand search, trust, and SEO. Discover why you should prioritize one review platform at a time for better results and the power of personalized review requests over automated ones.
The hosts share valuable insights on handling both positive and negative feedback, emphasizing the dos and don’ts of responding professionally and promptly without getting defensive. Learn when to take conversations offline and why generic responses are a no-go.
Paul and Conrad also touch on the significance of review velocity, understanding the different standards of review platforms like Airbnb and Verbbo, and when it might be worth claiming listings on niche sites like Yelp.
Finally, they explore the dual impact of reviews on attracting both guests and homeowners and offer a unique tip on how to potentially boost review numbers. Tune in to master your online reputation and turn reviews into a powerful asset for your vacation rental business!
