During tourist season, your vacation-rental properties are booming. Your prices are higher and your properties are effortlessly booked throughout the season.
But the offseason is a different story. Your properties are no longer full of guests every week. It might even get to the point where you’re just letting friends use it for free, as long as they agree to clean it afterward.
While it’s always good to help out your friends, under-booked listing in the offseason doesn’t have to be your reality. You just need to change your approach. Finding guests in the offseason is much different than finding them during the busy season.
In order to fill your listings year-round, you need to use effective marketing techniques and start using many of them way before the offseason begins.
Finding Long-Term Renters
Today, the digital nomad lifestyle is becoming more and more popular by the day. People are choosing to work and live when they want and, more importantly, where they want. Many of them also have a significant amount of disposable income because many of them have discovered that there are 100s of different ways to make money.
This makes digital nomads the perfect type of guest to target for the offseason. They have money and like experiencing new places for longer than a typical vacation, but don’t want to settle down in one place either.
An effective message to market to them is that you will offer them slightly cheaper rent, in a great location, as long as they are willing to stay or at least a month. It’s a win – win for both parties. Just make sure that your property has Wi-Fi because a digital nomad is going to need access to it to work.
Pixel-based retargeting ads are a great way to reach potential customers who have already show an interest in your website and products. This can be a worthwhile strategy because you really want to make sure you are able to convert people interested in your rental properties into guests.
Essentially, pixel-based retargeting ads work by utilizing a web browser’s cookies, which is essentially a tiny file stored on their computer that notes where on the web they’ve been. Thus, the ads you create for your offseason rental properties can target users who have recently viewed one of your rental property web pages.
The timeliness of these ads can be a real advantage, as a potential customer can be targeted by the ad almost immediately after leaving your site. The target of the ad can be specific to a certain pain and even behavior-based.
That’s why this can be such a great strategy to start right before the offseason, while you’re still in busy season, because it’s when people are likely starting to make future plans.
By now, you likely have a long email list of previous guests and potential customers, so why not take advantage of this list by reaching out to them when you need their business the most.
A simple email outreach campaign can go a long way, especially when you’re sending it to the warm leads on your email list. Just be sure to structure your message in a way that will effectively engage your potential customers. On average, a business person receives over 90 emails per day, so you want to make sure that your message stands out from the rest.
You can do this by making sure the email is written in a personal-style that will appeal to the target audience, is sent during typical business hours (preferably in the morning), and is error free.
Influencer marketing is becoming a very viable and acceptable way to find customers. In fact, many social media users trust influencers almost as much as they trust their own friends.
All you need to do is find social media influencers who are already speaking to your target audience, and negotiate how they will reach out to their audience on your behalf, as well as how much it will cost. There are several websites like intelligence, Upfluence, and others that are dedicated to helping business and influencers get in touch with one another.
Just be careful when reaching out to influencers. Make sure you read their reviews, check out their social media accounts and websites, and don’t spend more than you’re comfortable with.
If you follow each of the tips that are outlined in this post, you will be well on your way to having your rentals booked in the offseason, and well on your way to having an even more profitable vacation-rental business.