Expanding your vacation rental business calls for a steady flow of leads. But many companies rely on outdated tactics, which makes it difficult to reach and engage with property owners.
The problem is that while referrals and word of mouth are still essential, they’re no longer enough to drive sustainable growth. Owners are googling your business and judging you based on your online presence. So, for lead generation to succeed, operators must take a digital-first approach that factors in their website, listings, and social media channels.
Our guide explores tried and tested marketing strategies to generate leads. We draw on expert insights from established short-term rental businesses and our own knowledge of the industry to bring you tactics that actually work.
6 digital-first lead generation strategies for vacation rental operators
Lead generation has moved online along with the rest of the marketing world. Vacation rental businesses must build a digital presence to reach today’s owners and engage with them on a deep level.
For example, the CEO of Super Stays, Andrew Llewellyn, says, “Online methods are our bread and butter. Our target groups are actively searching for STR solutions online, so we rely on optimized content, email funnels, Google My Business, and social proof.”
With this in mind, here are the top digital marketing strategies to find high-quality leads:
1. Use property listing sites strategically
Having a strong presence on listing sites like Airbnb, Vrbo, and booking.com signals to owners that you know how to manage properties. It also makes it easier to find you on Google.
Some homeowners will already be on these sites if they’re self-managing their properties. They may spot your listings with your brand name attached and start forming an impression. Make your properties stand out, and you’ll be the first business they think of when they decide they’d rather outsource to a property management company.
Follow the same basic principles for listing management to attract potential clients as you would for guests:
- Only post high quality photographs
- Highlight your company’s unique features
- Keep your branding consistent across listings and channels
- Proofread carefully for errors or outdated details
- Ensure all pictures and text fairly represent the property
A channel manager like Hostfully makes it easier to maintain the consistency and professionalism that owners are expecting. The tool syncs information across multiple sites, expanding your digital presence and keeping listings up to date without adding to your workload.
2. Create a direct booking website
A direct booking site isn’t just for potential guests. When property owners are researching online, they’re also likely to stumble across you.
So, invest time in making your website look as professional as possible. This demonstrates your value to owners upfront by giving them a clear idea of how you’ll present their properties and drive bookings to generate revenue.
What’s more, a direct booking site should reflect your unique brand. This differentiates you from competitors and tells owners what types of stays you specialize in. Some may be more inclined to reach out if your brand resonates with them, for example, if you cater to hikers and they’re also nature enthusiasts.
No design experience? Platforms like Hostfully make it simple to build a polished, no-code website that looks professional and runs smoothly. Our software provides a quick way to boost your brand while making a strong first impression on both guests and owners.
3. Build authority through blogging
Publish content about how to solve common issues owners face. When your target market sees you as an expert, they’ll be more likely to recognize your value and trust you with their property. You can discuss everything from maintenance tips to local market insights and important regulatory updates in your articles.
For instance, Super Stays has built a strong niche centered around large group travel and events. “We invest in storytelling through content marketing and SEO — focused blog posts, city guides, and itinerary planning resources — targeting guests and property owners alike,” says Llewellyn, “Since implementing this approach, our direct inquiries from property owners have doubled, with a 100% increase in owner leads coming through organic search.”
Make sure your content provides value rather than just briefly mentioning topics to drive traffic to your site. Property owners may be less inclined to trust you if they feel you’ve wasted their time. Never lose sight of your main goal — to solve their problems and become their trusted advisor to build your reputation within the community.
4. Leverage local Search Engine Optimization (SEO)
Launching a website with a blog is a great start, but make sure people can find it. Use local SEO to drive property owners to your website when they search for vacation rental companies in their area.
The following steps boost visibility according to Whitespark’s analysis of 149 potential factors:
- Claim your Google Business Profile: Add your name, address, and other details to Google Maps and choose ‘vacation rental business’ from the categories.
- Use location-based keywords: Use keywords related to your area in your online content to link your business to the local area. Some common examples are ‘rental properties in Newark’ or ‘Airbnb near Buckingham Palace’.
- Get reviews and respond: Prompt guests and local collaborators to rate your business on Google and reply to their reviews to demonstrate that you’re active.
- Submit your business to local directories: Add your business to other local directories and ensure the details are consistent everywhere.
If you’re successful, the algorithm should recognize your website, listings, and business profile match search intent when property owners look for companies in your town. You should appear high on the rankings — or even at the top!
5. Run targeted ad campaigns
Paid ads are a fast way to reach your target audience, especially if you want to enter a new market or fill gaps in your portfolio. Platforms like Google Ads and Meta let you filter by location, demographic, and interest to find qualified leads with desirable properties.
Just make sure these ads direct owners to a compelling landing page. Add succinct copy about your business and its value, plus your contact information to arrange a meeting. This increases the chances that you not only get the click-throughs but also the conversions you want.
6. Develop an email nurture funnel for owners
Many new leads won’t convert on first contact. However, effective email marketing can nudge them toward contacting you and signing up for your services.
Start with a lead magnet form to capture their email address on your website. Be careful to never add anyone to your mailing list who hasn’t given you their details explicitly for this purpose. If they receive a marketing email after connecting with you briefly online, you could lose their trust.
Then send them a series of follow-up messages based on factors like whether they open the email or contact you for more information. You can use marketing automation to create templates and set triggers. Leading PMS like Hostfully integrates with these, so you can share owner data across systems after a deal is made or even earlier in the funnel.
4 old-school strategies for property management lead generation that still work
Digital marketing may dominate lead generation, but traditional methods still have their place. While articles and ads may get your business noticed, nothing builds strong relationships like direct communication.
Llewellyn agrees that strong networking still plays an important role in Super Stays’ success. “We supplement with traditional methods like real estate meetups and local sponsorships when we want to strengthen our roots in the Louisville market.”
Here are some traditional approaches and how to update them for today’s market:
1. Attend local and online networking events
Meeting people makes you more memorable and builds trust from the outset. That’s invaluable when developing a strong network, as very few operators manage to grow their business without first cultivating a solid list of contacts.
Attend events like:
- Owner meet-ups
- Investor groups
- HOA meetings
- Town council meetings
- Real estate forums
- Open houses
Networking is easier now that you can join online vacation rental forums and groups. You can reach a lot of people without taking a lot of time away from your business for travel. Facebook groups are a popular choice, but social media platforms like LinkedIn, Instagram, and Reddit have communities too.
Llewellyn says to showcase your value while becoming active in these groups. “These communities are a goldmine, not just for advice, but for connecting with potential owners looking to exit self-management. The most effective tactic within these groups has been knowledge-sharing; being generous with strategies and results often draws in property owners who want to hand off operations to a trusted team.”
2. Give bonuses for referrals
Offer incentives to get your existing clients to refer your services to other property owners in desirable locations. Here are some offers you could consider:
- Discounts on your services
- Waived fees
- Cash or gift cards
- Free add-ons like cleaning or marketing
- Priority placement on your website
The ideal reward depends on your business and the type of relationship you have with clients. For example, small businesses might not be able to afford discounts if they’re already operating on a tight budget. In that case, you might offer a tiered system with a 10% off your services for the first successful referral and a 50% off for the next.
Pro-tip: If you manage a range of properties, consider offering discounts on other rentals in your portfolio. This allows your clients to travel and fill their calendars faster. You can use Hostfully’s automation tools to generate discount codes and send them to everyone in messages.
3. Partner with local real estate agents and brokerages
Real estate professionals are often the first to hear when a property owner is considering renting instead of selling. This makes them valuable referral partners if you build the right relationship.
There’s no need for a formal arrangement. Simply offer a financial incentive for introducing you to new owners looking to rent their property. In return, you can refer partners who have decided to sell.
This partnership builds credibility. When owners hear about you through a trusted realtor agent, they’ll be more open to working with you. Just make sure your partners understand the value you bring so they know how to sell your business.
4. Collaborate with local businesses
Building relationships with local services can bring you more referrals. Companies like contractors, cleaners, and property lawyers often know many owners and can help you tap into that network.
These relationships work best when you look for businesses that serve the same audience. Consider who’s most likely to associate with property owners in your niche. For example, don’t focus your energy on companies serving family homes when you specialize in optimizing properties for traveling business people.
Featuring local businesses in your guidebook can also generate referrals. While they aren’t direct leads, they can still help you build goodwill in the community. You might encourage some word of mouth and land some new owners indirectly.
Tools that help you generate and manage rental leads
Turning strategy into results takes more than good ideas. It requires the right tools and resources so you can manage lead generation at scale without drawing too much focus from your daily operations.
- Email marketing tools: As mentioned, these tools enable you to automate outreach to potential leads while keeping messages personalized with fields and triggers.
- CRM systems: Using platforms like Hubspot and Zoho can help track each lead’s progress through your pipeline so you know when to engage them.
- Video platforms: Free solutions like Google Meet and Zoom are essential for arranging sales calls with owners.
- Dynamic pricing tools: These tools find the optimal rates for properties in the area. They’re ideal for finding estimates to show potential clients and win them over to your business.
- Analytics: You need tools like Google Analytics and Meta to measure impressions and engagement for your online marketing campaigns.
- Property management platforms (PMPs): Software like Hostfully acts as the central hub for your business as you can connect it to your CRM and email tools via Zapier to capture and sync lead data. Once a lead converts, you can onboard new owner partners and share property-specific updates through automated reports — secured by granular access controls to ensure owners only see their own data.
Get more property management leads the smart way
Growing your property management business requires consistent lead generation over time. While traditional methods still work, you need an online presence and the right tools to manage this at scale.
Hostfully can support your marketing efforts with our direct booking site and channel manager. These tools enable you to easily maintain a professional brand everywhere you list online without outsourcing to a service.
Beyond marketing, Hostfully helps you retain owners by automating communication and giving them direct access to our platform. They get instant access to details like bookings and financial reports on demand to bring them peace of mind. Meanwhile, you can put your focus where it matters most — serving guests and generating revenue for you and your clients.
FAQs about property owner lead generation for vacation rentals
How do I get more rental leads online?
You can get more rental leads online by establishing a digital presence. Use targeted marketing like blogging, SEO, and paid ads while ensuring your content is consistent everywhere you interact with guests and owners.
What’s the best way to find property management clients?
The best way to find property management clients is to combine traditional and digital tactics. You can create a website, optimize listings, and join forums to expand your reach, but network and attend meet-ups to strengthen relationships.
Are paid leads worth it for property managers?
Paid leads can be worthwhile if you vet the supplier thoroughly. The important factors are to ensure the company charges a competitive rate and hasn’t sold the same leads to multiple competitors, thereby reducing their likelihood to convert.
What’s the fastest way to grow a rental portfolio?
The fastest way to grow a rental portfolio is to take a multi-channel approach and expand your reach. For example, list your properties across all the most popular channels, build a direct booking website, and remain active on local forums and groups.
