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Key Takeaways
Adapt Your Marketing Approach: Instead of just focusing on marketing your properties based on their geographic location, consider showcasing them based on specific amenities or experiences, like “cabins with hot tubs” or “romantic getaways.” This approach allows you to capture a wider range of potential guests searching for experiences rather than specific destinations.
Leverage COVID-Driven Trends: Recognize how the pandemic shifted travel behavior towards drive-to destinations and experience-based getaways. Use this insight to market your properties as ideal short-distance getaways or unique experiences.
Blend Traditional and Innovative Techniques: Continue utilizing traditional geographic keywords (e.g., “North Myrtle Beach vacation rentals”) while also incorporating innovative collection-based marketing (e.g., “pet-friendly properties”). This dual strategy helps you target a wider audience.
Refine Your SEO Strategy: Optimize your website for both location-based and amenity-focused keywords. Create landing pages that cater specifically to these terms, ensuring your properties are highly visible to potential guests.
Improve User Experience: Organize your properties into collections or categories, such as “luxury getaways” or “mountain cabins within a 2-hour drive of the city.” This enhances the browsing experience and helps users quickly find properties that meet their needs.
Utilize Data for Content Creation: Leverage SEO tools like Ahrefs and Google Search Console to identify what potential guests are searching for. Use this data to create content and landing pages that align with popular search terms and drive traffic to your site.
Customize Your Property Presentation: Adjust property descriptions to match search intent. For instance, if a guest searches for a romantic cabin, highlight features like rose petals, champagne, or scenic views. Tailoring property details to match guest expectations can significantly increase engagement and bookings.
Stand Out with Collection Pages: Create collection pages that highlight unique features, such as “cabins with private pools.” Even if only a few properties match the criteria, these pages can drive significant interest and conversions from niche searches.
Avoid Overcrowding Your Site: While more pages can be beneficial, focus on quality over quantity. Ensure your landing pages are thoughtfully curated, so guests don’t feel overwhelmed or disappointed by limited options.
Think Like a Merchandiser: Approach your vacation rental website as a showcase, much like a retail display. Strategically highlight your most desirable properties and amenities to capture guests’ attention and create a memorable browsing experience.
Adapt to Changing Guest Behavior: Stay aware of how guests are inspired by social media platforms like Instagram and TikTok, where visual content drives interest in specific experiences. Use this to your advantage by creating visually appealing and experience-focused content.
Understand Long-Tail Keyword Dynamics: Don’t assume that long-tail keywords are easier to rank for; some, like “cabins with hot tubs,” can be highly competitive due to their niche appeal. Recognize where competition is high and tailor your strategy accordingly.
What We Cover In This Episode
In this episode Conrad and Paul talk about marketing properties only based on location vs marketing them based on common amenities or attributes. They get deep into the sauce on all things marketing property presentation.
