Invest In Decent Pegs & Other Holiday Rental Business Start Up Tips
Well hello, welcome to the short term residential accommodation/ holiday rental/ short term accommodation rental industry in Australia - a lovely little, yet rapidly growing and sought after, niche accommodation sector.
Yes! you are a legitimate start up now. You're a new short term holiday rental accommodation venture. You're not technically commercial because this is your investment property (same as long term residential) however you are still operating a very teeny tiny operation and you need to be organised for the best chance of success, and so you're on good terms with your local community, local government and the Australian Taxation Office.
Right so you have your short term residential property in the ideal location, close to unique experiences and other major tourism attractions, public transport, parks and playgrounds, major events venues, city/town CBD's etc. Once you have your property and location sorted consider the following as you start to build a framework for your exciting new venture.
PERMISSION
Although I do not think you should need to, in the current regulatory climate in Australia you firstly want to speak with your local government authority for permission to operate. There may be a registration scheme in place in your local area, you might need to have proper parking, you might not be in the right zone for permitted use. It is best to tell your local government what you wish to set up and they can step you through the approval process.
Most will let you erect a small sign out the front of your property too. Just check the signage policy.
If you want to be extra courteous I think it's worth a knock on your neighbours doors. If you are in a high density locality you may be required to seek permission off your neighbours to operate. You never know they might want to get involved and help out too. You can always barter accommodation discounts for their friends and family.
FIT OUT
Remember you are selling a residential homely experience online first and foremost so whatever you place in your property will be captured in images and used for digital marketing. You are looking for the lovely balance of style vs practicality remembering that a whole bunch of strangers are going to be looking at, and using all of, the chosen furnishings.
Remember that while you may be hoping to achieve an appealing and unique style, for your short term holiday rental accommodation, you want it to translate as homely, comfortable, clean, safe and stocked. If you aren't confident fitting out your holiday rental yourself there are many suppliers out there who specialise in such services. We had a company called WOW Factor who fit out our executive apartment a few years ago. It was worth every cent in my opinion.
Comfy lounges. Make sure there are a few of them. I have stayed in some holiday rentals with one small two seater lounge to share for a family or large group. Seriously! where is everyone else going to sit? Choose durable easily cleaned materials with an affordable replacement cost. There will be times when you need to replace large furniture items.
Throw rugs and cushions. Just make sure they aren't your precious international travel collectibles. They need to be durable so you can throw them in the washing machine every now and again. Have fun without the expense.
Dining table chairs. Don't bother with cushions. They will get stained, ripped, ruined in no time. Just opt for comfy chairs with hard woods, metals or plastics. Think hard wearing, easily cleaned surfaces for everything.
Well equipped kitchen. Think about what you would like in your kitchen if you rented short term accommodation and wanted to cook every day. There are many travelers who choose short term residential style accommodation for this very reason. You don't need all the fancy utensils, crockery and other equipment. Just a lot of the basic day to day supplies. If you under-stock you will get unstuck. Things will go missing and get broken. Your guests will let you know and you can decide if you want to deduct from their bond or if you should just price your per night rate to allow for the occasional replacement item.
Durable linen x 3 sets for each bed. Don't take short cuts with this especially if you intend to look after linen yourself - which I highly recommend you do not unless you have an industrial style washing machine and dryer and an absolutely incredible cleaner. High thread count and consider different colours or patterns for different sized beds or label clearly on the inside near the edge so it is hidden when the bed is made. Make sure you have sufficient storage on or off site for linen.
Durable absorbent towels. Think about how you feel when you grab your towel for the first time in the accommodation you book. Do you like fluffy, pleasant smelling absorbent, clean towels? If yes, then make this a priority. Remember they will be cleaned many times so if you try to cut corners you will find yourself high and dry. Quality is very important with towels. Oh and remember if you have an outdoor spa or pool, or live near a river or beach, then you will need to supply beach towels. Again ensure you have sufficient storage. I would put out one bath towel per guest and have a spare stored away for when the guest requests additional. Mostly guests will wash their own linen for short stays. They understand that short term residential accommodation is self catering.
Remember floor mats (light durable for frequent washing), hand towels x 1 for each bathroom plus a washer for each guest.Tea Towels. Any type x 2 per booking is my recommendation. There is nothing worse than a soggy tea towel and they don't take up much space in the washing machine.
Absolutely positively get decent pillows and absolutely positively get pillow covers and actually mattress protectors are essential too. Take those pillow and mattress protectors off every guest changeover. Crappy pillows equals crappy sleep and we all know what we're like when we're sleep deprived. I personally prefer to take my own pillow where possible but if I am to lay my head on a high traffic pillow I want it to not smell like another human so if in doubt, recycle it into a teddy bear and buy a new one or dry clean. Always allow two per person.
Blankets. Don't bother layering your bed. Nice linen with a clean, easily washable coverlet or light doona and cover that can be thrown in the wash every time is best. Have a store of extra thin yet warm blankets (highly durable for frequent washing instead of your grandmas vintage 100% wool blanket) available so guests can layer to their liking.
If you have light plush carpets my recommendation is to replace them with a tight weave darker colour combination that won't reveal every mark. The alternative is hall runners and mats in high traffic areas. Definitely put a mat under your dining table if that room is carpeted or consider relocating the dining table or tiling/ vinyl planking that space. Always think about the ease of cleaning.
Think about all the surfaces in the property. The floors, the walls, bench tops etc. Are they easily cleaned, durable. Can they handle high traffic wear and tear.It's ok to use signs throughout the house. Laminate them and keep them looking tidy. For example you might put the recycle days on the fridge, no smoking signs inside, basic instructions on how to operate the TV or washing machine. Remember you can provide a full list of instructions in a folder in the property and make a digital copy available before guests arrive.
Rubbish. Maybe supply two big internal bins and mark them rubbish and recycle. We always order an extra bin for our rentals. The local government should supply an extra bin no worries at a small extra charge. It's worth it. Educate your guests to put out the rubbish on departure and to put the bins out on bin days. It is a huge help for cleaners.Heating and cooling. Make sure your air conditioner filters are cleaned and service regularly (add it to your maintenance schedule), batteries are in your remotes (and spare batteries stored away in a draw for easy access) and if you have a wood fire have wood chopped and stock piled for guests, with a few small pieces of kindling, a fire lighter and matches wrapped in paper to help them get it lit quickly. Maybe place this in a spot that is out of reach of children and include the storage location in your instruction manual.
Batteries in your TV remotes (and instructions for use in the manual). Consider Netflix or other paid TV, smart TV's etc. Video and DVD players are old fashioned now and need maintenance.Outdoor areas. If you have a yard, provide some shade. If you have a pool, provide some pool toys, chairs and table beside it for example. Supply a BBQ and make sure you tell guests they must clean after use and fill empty gas bottles. Add this to the House Rules and Terms & Conditions. Provide outdoor lounge chairs or hammocks. Anything that you like to see in your yard is always good to include in the yard of your holiday rental.
Study area for business ready guests plus Wifi although most mobile plans have sufficient data allowances these days so it isn't absolutely essential. Just consider that some people want to be online when they travel whether they are working or not. Why not consider a note pad that lives in the house with WIFI access. Attach it to a chain if you're worried it will walk. It's a good place to store house instructions and local tourism experiences, even a greeting video.
Guest feedback. Make sure you supply a guest book so they can leave a comment or have a digital option you can send post stay. Also make it known that you would be very grateful if they notice something in the house that you as the manager should know about. Ie, broken glass in cupboard, kettle not working, hot water system on the blink, some of the grass out the back is brown and in desperate need of a water. Encourage and provide a communication mechanism for any feedback positive or negative. It is all really valuable.
If you want to decorate with plants indoors make sure they are either artificial (you can get some amazing artificial plants now through suppliers such as Plant Image) or not thirsty like succulents. Don't be afraid to ask your guests to give them a little water from time to time. Maybe supply a spray bottle and store it under the sink and refer to it in your instruction manual.
Remove all valuables from the house. Anything you don't have an emotional connection with or that is hugely expensive to repair or replace. You can still stylishly furnish a property without having antique and costly furnishings that you will miss when they are gone. Pay particular attention to vibrant, colourful art or photography on walls of unique experiences in the region or local artist prints, colourful lamps, pillows, throw rugs. Anything that adds personality and authenticity.
I think it is best not to have family photos around the house. Its a bit strange. I can understand it if it's your own holiday house as well however it's something that I would advise against. You want guests to feel like it's their home for the brief time they are renting it off you.
Think about little extras that you can provide to enhance the guests experience. Maybe a free bicycle or two, a kayak or surfboard, fishing rod and tackle, free library of awesome books, board games, free access to fruit trees and herb gardens, eggs from the chook pen, maybe a free coffee voucher for your favourite cafe or discount off a big breakfast or a free paper with breakfast. Anything that you think might offer a little bit of spoiling and make your guest feel super duper.
Extra things like a decent vacuum cleaner, dust pan and broom, outdoor and indoor broom, bucket and mop, toilet brushes, little bins for toilets and bathrooms.
Also don't forget washing basket and lots of pegs. It's so annoying to run out of pegs and especially pegs that break. Invest in decent pegs!
PARKING
Provide information on allocated parking bays before the guests arrive so there are no surprises. Especially if you don't want guests to park on lawns or in neighbours spaces. The more information you provide up front the less surprises for you and your guests and the local community in which your property is located.
CLEANING & MAINTENANCE
Cleaning is a huge job. To find a reliable professional cleaner is absolutely like striking gold. We found one local cleaner for our property in the Perth Hills by advertising in the community paper. She was amazing. Mostly you will find you have to employ a professional contract cleaner if you want complete professionalism and reliability however they will not be the cleaners you can trust with meet and greets and all the extra tasks because they are likely to be a different person each time and will probably charge a little more for the service. Make sure you create a cleaning procedure with a room by room run down. It comes in very handy. For those who don't have a property management system with built in cleaning systems consider having a look at Properly.
I always organise a vacate style clean before I start operating and make sure you get your cleaners to give the place a good top to toe scrub every few months paying attention to walls and windows. A clean holiday rental is enjoyed so much more by guests and you want them to keep coming back.
Same with maintenance. Do you have coconut palms that need de-fruiting, palm fronds need pruning, grass mowing, gardens weeding. All this takes time and is important to keep on top of for presentation sake, and so your garden doesn't die on you. You might even need to consider reticulation or hire a professional maintenance and garden contractor to take care of this for you. They'll bring their own equipment most of the time. Headache sorted. Make it easy for the contractors and draft a maintenance plan for each space in the house. Forecast what is required and keep on top of it. This might include checking hand rails, steps, re-coating floor boards, repainting the driveway etc.
CONSUMABLES
This is what I used to include in my Welcome In packs. These are essential supplies based on the understanding that short term holiday rentals are self catering. The supplies are for those guests who forget to bring their shampoo and conditioner or who are tired after a long day travelling and just want to put their feet up and brew a hot cuppa to enjoy with a snack. It's nice to spoil your guests and make them feel welcome even if it's just a token gesture. It's also a good place to promote local experiences. Maybe slip a flyer in there or a link to your website with a tourism experiences page. The idea with the pack is you don't have to keep a stock of basic supplies in cupboards and do stock takes.
Dish cloth/ sponge. My experience is don't get those cheap two in one items. They really are painful and mostly don't get used. One decent sized sponge and a separate scourer is just fine. The guests can find the shop if they have another preference.
Toilet paper. Always have toilet paper available but remember you are not running a hotel so maybe one or two roles per toilet and an absolute emergency back up in the laundry cupboard.
Bin liners, extra plastic bags for rubbish and cleaning. I offer samples of laundry power in my Welcome In packs but you can supply a box in the laundry cupboard if you are feeling extra generous.
Heck even toilet spray or blue loo to make your toilet water look fresh ha ha! All those things are very good to have on the premises.
.STORAGE
Think about storage spaces for linen, cleaning, supplies, maintenance, wood...anything that you will need to service your house and put a lock on them, mark with a sign for private access only or staff use etc.If you have a pool or outdoor spa allow for some storage space of chemicals and other equipment such as cleaning apparatus. You'll need to keep the water clean and healthy for your guests. My recommendation is to hire a pool contractor to look after this for you.
INSURANCE & RISK ASSESSMENT
Make sure you have your insurances in place. It is very important that you find a policy that provides specific cover for holiday rentals landlord insurance. Make sure you are allowed to operate by permission of your local government first and foremost because if you are not then your policy will not cover you. You may also need to consider Public Liability Insurance.Risk management I feel should be considered high priority. It can tie into the maintenance plan I mentioned above. Think about the safety of guests in your home. You have legal responsibilities with spaces like pools. Please look these up and be 100 percent aware and proactive. For example ensure there are no dangerous fall zones for babies and toddlers and if you think there is make sure you make this known to your guests before they book (ie in the listing online), add it to your terms and conditions, reinforce this in your booking confirmation.
Fire blanket, extinguisher, smoke alarms etc. Ask your local government what you are required to supply to protect your guests in the event of a house or bush fire. You’ll typically have to follow the residential building code for compliance.
SECURITY
If you're not intending to meet and greet guests then you might want to invest in a lock box hidden away yet easily found with directions so guests can check themselves in. I think it's good practice to meet and greet but if you must allow for self check in make sure you always change your security codes and never give out this information until the money is in the bank, send it literally last minute like when the guests are in transit. Never put this information on your website or make it public anywhere.
Another option is to ask your neighbour if they are interested in providing the meet and greet and or caretaker service or maybe there is a local beautician or cafe or other retail supplier who is open long hours that you can leave the keys with and direct guests when you are out of town and unable to meet them. This has worked well for me partnering with a local hair dresser. She was happy to provide the service free of charge if I was happy for her to place the key in a gift bag with some flyers of the services she wanted to promote to our guests. There are also key exchanges about these days too. Key cafes I think they're called.
Speaking of locks think about keyless entries, locks that can isolate rooms when you have smaller groups or you want to lock guests out of your own private spaces. This can be very handy and also doubles as good security for insurance purposes.
Alarm and CCTV are are also worth considering for extra security. CCTV can be handy for surveillance for those who need to keep an eye on overcrowding and party behavior. Don't be like one manager I just heard about who set his CCTV to overlook the outdoor spa. Not a good move to be spying on your guests. There are some privacy rules that you need to be aware of for recording devices in Australia. Look them up in your state and territory.
FAMILY & PET FRIENDLY
You have to be really careful with young families. When you say you are family friendly make sure you are. If you have an open front yard onto a busy road - you are not family friendly. If you have a balcony with a huge fall zone - you are not really family friendly unless the doors to the balcony can be locked. If you have a double story home and don't supply gates for the stairs - you are not family friendly. If you have a large pond in your backyard with no fence or mesh cover - you are not family friendly.
I encourage you to not supply children's equipment. Instead consider partnering with a local supplier or children's and baby equipment hire. Ask the guest to make contact and hire direct and you will find they will deliver and pick up most of the time. This means you don't have to worry about equipment failure for insurance purposes. It can also be painful to clean some items including high chairs and cots. Most guests will BYO but it's nice to give them an option to hire if they choose.
Pet friendly is sort of the same situation as with young children. Make sure the house is actually friendly for pets and think about whether you are happy for dogs to come inside or not. And do you allow other pets or just dogs, how tall are your fences? Provide as much detail as possible up front. Also I have learnt that dog lovers will allow their dogs to go everywhere in the house if you keep it open and you have to ask yourself how will the house smell if a non pet loving guest stays after. Will there be a lingering smell and hairs left in/on lounge chairs, mats etc. Consider charging a higher bond for pets who might dig, rip, tear, soil etc. It happens.
Make sure you tell your guests how you expect them to behave. Go right into detail including no smoking inside, no glass in the pool, no noise outside after 10pm, no high heels on the wooden floor boards. Make sure you are very descriptive and refer to the Holiday Rental Industry Association's Code of Conduct. Try and build this into your systems. It will help you and your neighbourhood. Send these house rules when the guest is booking and tell them that when they pay this means they have read and understood and signed off on them. Have a copy in a file on site as well.
MANAGEMENT
So you've set up your holiday rental property. Now who is going to look after inquiries, take bookings, look after all the administration, meet and greet, inspect, respond to call outs and so forth?
While there are great booking portals that will allow you to self manage your properties be very mindful that it is a huge job. For one standard property you are looking at a part time job for administration and another part time job for everything else so cleaning, maintenance, linen etc. It's not a set hour position either and you don't really get holidays unless you block out your calendar which equals no income.My advice is if in doubt do not try and manage a holiday rental yourself. If you are not a people person or particularly good with communication then definitely don't try it yourself. If you are working full time or are away a lot - I so no way! If you don't like cleaning or paying a cleaner, or don't consider maintenance a high priority, then definitely do not bother. I'd rather be up front about this. It will become your worst nightmare if you expect things to run smoothly and for the management of a holiday rental to not impose upon your personal time.
If in doubt call a professional holiday rental manager. There are many about these days. They will charge anywhere from 20 - 30 % commission for the service. Sometimes more but with more inclusions. Hunt around and try and look for those who are members of industry associations like www.hria.com.au or who have tourism or other business accreditations who can ensure a quality service. Ask me (Natalie Drake-Brockman, Welcome In Founder) to connect you if you like.
BONDS
Charge one. I find $500 reasonable for a standard property bond, more for those with luxury fittings and fixtures that might need repair or replacement. Make sure you only hold back bonds with good communication and receipts and reporting and most importantly evidence. Ie you can't just keep a bond because your neighbour complained about a bit of noise.
TECHNOLOGY & MARKETING
These days you will find there are many suppliers of technology that will assist with managing your holiday rental. This will include CCTV apps, security locks that link with your smart phone, many other innovations that will save you time.The single best investment is a Property Management System (PMS). This is the program that will create a database of all your guests, their contact details, payment details for invoicing and payments, a communication tool, a cleaning and maintenance program, calendar linked with fees and charges. It is basically an automation of all your bookings and administration processes all bundled up together as a sophisticated management tool.Traditionally these PMS's have been expensive and out of reach for single property managers but if you contact me I will tell you about one that is new to the market and amazing, but not quite released. If you want to be an early adopter get in quick.
You'll also need a domain and hosting, website or Content Management System (CMS) which is pretty much all the information that sits online on your website. Your PMS should provide a booking engine which also allows for online bookings and links with that program.
And don't forget social media. Start with a Facebook page for your holiday rental. They are a really great marketing tool and you can build your audience with good content, boosting it (Facebook advertising) and running competitions, promoting in our guest communications and so forth. Social media is very effective if you learn how to use it. If you don't have time find a professional. I offer packages so make contact if you want me to help establish a page for you and a lean strategy to get you started. Have a look through my blog articles. I write often with tips for social media marketing.
BRAND & PERSONALITY
I talked about this a little earlier on, and again you will find separate articles in my blog on this very topic. This really is going to make your holiday rental stand out from your competitors, generate you more bookings than the daggy operation down the end of the street.
Think about your unique value proposition. What does your property, locality offer that others don't. What is your properties best features, best spaces. Maybe it's the hammock in the back yard under a shady tree. Maybe it's the pool overlooking the mountains or the cozy reading nook by the wood fire. Or maybe you are 100 metre walk from the best beach in your City or near a hiking track through the hills or the best restaurant in town is conveniently located across the road. Create ambiance with your spaces and images that you use to market your short term residential accommodation.
Think about what builds personality and build a name, a brand for your place. Help your guests build a bond with the property and it's personality then get yourself a nice little logo and design for your website. It does not have to cost you a mint to brand your holiday rental. Again ask me. I can help you out with this.Happy holiday, short term residential accommodation supplying and remember there is a national industry association that can help you if you want to learn more or connect with other stakeholders. I am actually a director on the Board of the Holiday Rental Industry Association and I encourage you to become a member. You will learn so much and be supporting a national peak body who is there to support and represent you and other industry stakeholders. Membership starts from $99 for up to 25 managed holiday rental properties.If you'd like to learn more I am currently drafting a guide/ publication for managers and other short-term or holiday rental accommodation stakeholders. Subscribers will receive a discount when it becomes available later in 2018.
I feel like I'm getting to that stage in my career where I know a bit about the short term and holiday rental accommodation industry in Australia and so if you'd like to read more articles to help you grow and sustain your operation/ business you might like to subscribe (free) to receive my blog articles in your lovely inbox.
I'm also on Facebook! Instagram & Linked In!
Have a superb day!
Cheers
Natalie :)
Five Tips To Build Your Holiday Rental Accommodation Image Gallery Without Spending A Cent
If you are an owner or manager of holiday rental accommodation in Australia, or anywhere in fact, please read on because there are ways that you can build your holiday rental accommodation image gallery without having to spend a fortune.Professional PhotographyYes, there is a place for professional photography when marketing holiday rentals in Australia. Yes it will cost you money for a professional photographer to take amazing photo's. Mostly the investment is worthwhile however it is vitally important to remember that you are selling an experience, not real estate. You are selling the holiday not the house so be sure to brief your photographer that you are wanting images that capture the unique spaces and experience on offer in your holiday rental accommodation, local tourism attractions and, where possible, ask if they can include human beings enjoying themselves in these special spaces (ie, you, your family, your friends - hiring talent is expensive).Styling is so very important as well. If you are going to the effort of paying a professional photographer to build your holiday rental image gallery then please, please, please make some effort with interior design. You don't have to spend a fortune but this will be the difference between a good image and a dynamic image that converts a booking. Use props where possible such as a vase with fresh flowers, board games, books, throw rugs, cushions, champagne and so forth.Most importantly think of those amazing spaces in your house that scream holidays. A hammock, a quiet nook with a book, the shady outdoor areas, the amazing kids zone, the spa, the incredible tourist attraction down the road or around the corner etc. Try and think what is unique. What your holiday rental accommodation and your tourism region will offer that others won't.Amateur PhotographyThis is where you, as owner/ managers of holiday rentals, can help. There a few ways you can build your image gallery without much effort and without costing you a cent.
Owners: Look through your own photo's and save all that feature your holiday rental or the local experiences nearby. If you have humans in these images ask them for permission to use them for marketing purposes. Seriously save every single one that appeals to you, that evokes a happy memory, that you think tells a story about the property. Save every one of them that ISN'T blurry then forward them to your property manager. If you are the manager of your own property then save the folder as "Image Gallery".
Owners: Ask your friends and family if they have some happy snaps of time spent in your holiday rental. Add them to your image gallery. People like to help. You will be pleasantly surprised. I promise.
Managers: Ask your owners for everything I have mentioned in no's 1 and 2 above.
Managers: Ask your guests to hashtag their happy snaps, check in to the managers Facebook page when they share them and/or email them to you with permission to use for holiday rental marketing communications. Consider running a competition/ promotion (owners - donated accommodation is win win - exposure for you and incentive for participation) to acquire these happy snaps and be sure to ask for permission especially for children who feature in them.
Owners & Managers: Just take photos all the time. When you are feeling the vibe, when you are visiting the holiday rental, when you're staying in it, inspecting it and so forth. Snap away! Digital camera's and smart phones really do capture pretty amazing quality images these days.
So go on then, start sorting, ask for help off loved ones, begging for permission, saving and forwarding those amazing holiday images! Go on, act now - don't delay!The image featured in this article was, in fact, taken by me of my young boys paddling in our magnificent Mandurah waterways on Australia Day. Note - I am not a photographer but I think this is pretty special and an experience that all holiday makers can enjoy when they visit our city.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental owners and managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.Cheers, Natalie :)
The Perfect Post: Social Media Engagement
Quite simply I can say that building social media business pages, for your short term holiday rental accommodation, is a complete waste of time, energy and money unless you build a page worth following.Here are some tips on how to build content (posts) that your prospective holiday rental accommodation guests or audience are likely to engage with;MAKE AN EFFORTUse images or a design that presents well. No fuzzy pixelated images or film. Presentation is EVERYTHING when you are selling an experience online. In fact presentation is EVERYTHING always.ORIGINALITYSharing other pages posts is like a quick fix or a half attempt to engage. When you share someone elses post where are they going if they click on it? - they won't be visiting your site so they really is no point. Be a little selfish and make a rule that you will only provide links, from your holiday rental social media posts, to your own website. If you must talk about some other external thing then build it into a blog article and provide contact details (not links).INTERESTING"The feeling of a person whose attention, concern or curiosity is particularly engaged by something". (Dictionary.com) Nuff said yeah?!REAL & UNIQUETell the truth about what you're selling. Focus on the experience so the really special spaces in your holiday rental property or the really awesome tourist attractions in your Australian tourism region. Those really unique attributes are what makes you stand out from your competitors.PROMPT ACTIONMake sure you subtly prompt some action by ending your written post with your contact details or a link to your post on your website. Your level of engagement will depend on how you word the written component of your post (copy, text). For example, ask a question to prompt a reaction or engagement (like, share, comment).TIMEA well thought out post is the best post. Trying to whip something up on the run is mostly going to be ineffective. I know because I've tried this approach.ANALYSE Keep an eye on the level of engagement for each post. You want to aim for high organic (unpaid) engagement. So the reach (how many feeds it appears on) and most importantly the number of likes, shares, comments and click throughs. Over time you will realise what works, what your audience are valuing.Of course there are other ways to prompt higher engagement through paid advertising (Social Media Marketing or SMM) or you might consider running a promotion.Something for nothing is quite effective, and enjoyable for most authors. Consider a blog post with tips on the best free public places to visit in your region or where to find the best coffee or the best playground for young children. A link to your own personal blog posts is Da Business! - it doesn't get much sweeter than that.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
How To Find Your Holiday Rental a Guest
It's a bit like winning friendships. you have to put yourself out there first and foremost. Is your holiday rental profiled online? If the answer is no, pause and fix that straight away, then come back and read on.Part one: how to find your holiday rental a guest.Part two: maintaining a longer term holiday rental guest relationship.This article will focus on part one and cover exposure, presentation and consistency with your holiday rental's digital profiles.There is plenty of competition out there but, if profiled well, you will find a good match for your holiday rental. Hopefully your prospective holiday rental guest will enjoy the time spent in your holiday rental and want to come back for more (that's a bit more about part two: maintenance).First up you need to focus on these areas for the best chance of standing out amongst the crowd. If you're after a quick fix then you may focus on presentation to grab their attention. If you want your guests to keep scrolling/ reading your holiday rentals need a little personality. The prospective holiday rental guest is looking for evidence of how you will focus on their best guest experience.Also, like with friendships, some tastes are different to others so be as descriptive as possible. Good quality images that tell an honest story about what they can expect when they stay in your holiday rental. Don't waste their time pretending to be something/one you're not.To break it down;Exposure: So your holiday rental can be found.AdvertiseYou must exist online to be found these days. Google, booking portals and OTA’s do generate holiday rental bookings but be mindful about your work load and capacity to maintain multiple listings.Social MediaMastering one social media channel at a time will increase your holiday rentals exposure.OptimisationWhile you make every effort to exist online there is very little point in doing so unless you are using your key words. Think about how you search for products and services online. The same applies with the search for the ideal holiday rental. Key words being "holiday rental", "accommodation", "{your region}", "{best tourism experience}", "{best property and holiday rental experience features]". Write and repeat, and repeat, and repeat...Refer paragraph three. Can you see how much I've mentioned holiday rental? Well - that's a little bit of overkill. Try and tone it down to subtle key word, and convincing, inclusions if possible.Partnerships & AffiliationsConnect with grass roots and other tourism stakeholders. Explore ways in which you can cross promote your goods and services.Presentation: To grab their attention.ImageMake sure your holiday rental looks professional. Use good quality content – images and descriptions using key words.PersonalityYou’re selling a leisure experience not a property. Highlight the best spaces in the holiday rental, the best local attractions and grass roots tourism experiences, throw in a splash of colour or human interest. Create ambience with your images.IdentityConsider a name and logo for your holiday rental.DescriptiveProvide enough information so that they don't have to feel like they're reading a novel but that highlights the main features of the property and the experience. Provide answers to your target markets questions in the first two paragraphs. Family friendly, close to beach, air conditioned, pool, ample parking etc.Remember to write this in a way that you are having a conversation. More personal in the first person. I, we...You want to make sure the prospective guest knows this is your home, that you love this place. If you really do love the place it will shine through and your description will genuinely sell the experience to your prospective holiday rental guest.Consistency: To avoid confusion and maintain credibility.Match images and descriptions across all marketing channels. Ensure content is identical in all communications.Look out for part two: maintenance.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
Branding Your Holiday Rental Social Media Posts
A client asked me how to brand his social media image (content). I've decided to share this skill with all holiday rental managers who visit Welcome In.First of all let me point out that building your own original posts, profiling all that is wonderful about your holiday rental and your tourism region, ensures instant brand exposure that links to your Facebook page profile picture. Which should also be your logo. The cover image should be a carefully chosen image which tells a story about the holiday rental experience on offer or - the hero shot!Whenever you engage with another post your logo (profile picture) will appear. If you share your post on your page your logo (profile picture) will appear. If you pay to boost your post to a target audience your holiday rental logo (profile picture) will appear.My point is it's not essential to brand the actual image. I like to though because a readers eye is drawn to an interesting picture. It's another chance to subtly brand your work and remind the prospective holiday rental guest that this image belongs to this brand.The phone number belong or alongside the image becomes another subtle call-to-action.There are a few simple steps to branding your own images;
Choose a good quality image
Open it in your graphic design program. I'm no graphic designer. I use Power Point within the Microsoft Office suite.
Resize to a minimum 500 x 500 pixels (resolution).
Insert image (your logo). Reduce the size and position it on the bottom left or right hand corner. If it gets lost behind the main image then go to Format - Arrange - Bring to Front.
Insert a text box and drag and click to size the box. Start typing your text within the box. ie Riverside Romance. Adjust font type and size that is consistent with your holiday rental brand.
Save your work. Call it Holiday Rental Branded Image Template or a modification of this.
Select all and copy.
Open Paint (Microsoft Office) and paste.
Crop and save as a jpeg image.
Insert as a post and be sure to add a description using key words and a subtle call to action plus one or two consistently used hashtags.
Tips:
Try not to resize or manipulate an image. It will compromise the quality of the graphic.
Limit logo and text additions to 1/5 of the image surface area. Facebook will not allow you to take up more than 20% of the image for branding.
Be consistent with your brand.
Add a call-to-action. Phone or email is best. Either on the image or in the description.
For the text copy - be brief. Keep the theme to the properties personality or the tourism region. Choose a title that is catchy and relevant.
Choose an image that tells a story about your holiday rental or tourism region.
You can hyperlink an image also. This will allow the prospective holiday rentals guest to click on the image and be redirected to a relevant landing page. Maybe your holiday rental digital property profile where they can enquire or book.Try not to redirect your posts to a third party site. You want to keep your prospective holiday rental guests on Your Facebook page, Your website or a place where they can book online.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
Promote Direct Bookings On Your Holiday Rental Accommodation Website
Direct Bookings Not Booking Portal Promotion
Please do not fall into the trap of inserting booking portal widgets (3rd party booking sites/channels branding and links) into your own website or social media pages. They'll offer to allow review feeds or events or anything that will redirect a prospective guest, who lands on your website, to their own website.On your website and social media pages you should only promote yourself. Ideally you don't want to redirect a prospective guest away from your Facebook page with third party content links, from your website with review and other widgets.If you want to build direct holiday rental bookings and remain independent and sustainable you need to make sure third party holiday rental advertising sites logo's/widgets/hyperlinks, aka booking portal brands, do not appear anywhere on your sites.The single biggest error that you can make is linking your holiday rental's booking portal listing from your social media pages or website. I am not sure why any holiday rental manager would redirect a prospective guest to make a booking portal booking when they found them direct in the first place. If you redirect a lead from your website to a booking portal you are driving the price of the booking up (not good for the guest or industry) and you will most probably have to pay for that privilege. Remember every guest of your holiday rental accommodation that books on a third party site is either paying more themselves or you are footing the commission/ subscription fee.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
Paid Advertising Is Your Search Engine Optimisation Fertiliser
This is my mango tree. It was a gift from my husband five years ago. In the second year it produced two juicy and delish mangos. This was when we lived in the Perth Hills. It quite liked that environment. We later relocated south of Perth on the coast. Two years with zero yield, and possibly some neglect due to house relocation, raising children and well life in general.This is my mango trees fifth year with our family and this year we produced a bumper harvest of approximately 20 juicy mangos. Finally...success! The hard work paid off and the wait was definitely worthwhile. Without the sun, the water and our time investment the mango tree would not have survived. When we gave it some tender loving care it thrived.Now I could've thrown some fertiliser on this tree but I decided to go organic. So far the results are pleasing. The same could apply to boosting your digital profiles with paid advertising in the form of Google Adwords or Facebook advertising for example. This will naturally speed up the growth process and yield results quicker however this costs money. Consider paid advertising as your search engine optimisation fertiliser.I have a similar approach when I advise owner managers of short term holiday rentals. There is usually a very lean budget for marketing, particularly when you're starting up, so make sure you invest wisely. Start small and grow. This applies to your website and/or social media pages.Choose 20 key words that describe your holiday rental and the local tourism region experience. If your holiday rental is a beach cottage on the Sunshine Coast and is in walking distance to Noosa town and coast then maybe some key words to start with could include;1. Noosa2. Name of your holiday rental3. Holiday4. Accommodation5. Sunshine Coast6. Beach7. Cottage8. Family Friendly9. Self-contained etc...Think about the words that describe your holiday rental type, location and the tourism experience or local attractions close by. Think about what your prospective guest is typing into Google.Apply these key words and phrases to all your content marketing including social media posts, image descriptions and blog articles.The more time you put aside to produce organic content to market your holiday rental the more success you will enjoy.Make sure you have the time and some basic skills. If not, then consider educating yourself or employing someone to assist you. I can customise a remote marketing package for you.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
Targeted Facebook Engagement for Holiday Rental Pages
Which pages are your target market visiting on Facebook? Think about how your target market is behaving at this time of year. These are the pages you should be engaging with from your holiday rental Facebook page. Like them, comment on a specific post. It might be a school holiday program or maybe you're on the local zoo page. Find the posts of interest and relevance and most importantly that have a decent volume of engagement already.For example, I am looking for a holiday rental for a short break with my family and friends over the school holidays. I am looking at holiday rental Facebook pages, professional holiday rental management Facebook pages, attractions and event pages in the same area.I am looking for places to stay and things to do and I guarantee you there are a lot of families searching for last minute places to stay and things to do this school holidays. These are the pages you need to be engaging with for brand exposure. Each time you like a post the name of your holiday rental Facebook page appears - so remember to put holiday rental and location in your title - as well as the profile picture if you comment on a post.This takes time but I guarantee you will gain some subtle cost effective brand exposure by carefully targeting your Facebook engagement.Don't forget to think about your school holiday special too. Make sure you pick a great image to promote it and boost to your Facebook page followers and consider boosting for a few extra dollars to reach those who are looking in the nearby locations. Remember that there is no point paying to boost a Facebook post or Google Adwords to reach a destination that cannot reach you in time to redeem your special offer. At this point in time you're thinking about last minute specials.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.
Holiday Rental Social Media: 10 Basic Steps
One of the most common questions I am asked is do I manage social media for holiday rentals? While the answer is yes, I can - I like to encourage all prospective clients to build their own skills and have the capacity to learn about social media themselves. I have built up my social media digital marketing skills through my own research and mostly by throwing myself in the deep end and giving it a go.My advice is to start with one page on one channel. Facebook is the global leader of social media channels. Currently sitting at over 1.59 billion monthly users (April 2016: Stastista). It makes sense to start here.Let's break this down into very simple terms and build step by step instructions specifically to set up a holiday rental Facebook business page in Australia;1. Create a Facebook profile page. You will not be able to create a business page until you have built your own profile. Don't spend too much time on your profile if you don't intend to use it.2. At the top right of your Facebook profile page you will see a down arrow, that sits to the right of a lock symbol. Click on that and it will release a drop down menu. Choose Create Page then Local Business or Place and complete all the details by following the prompts.IF YOU HAVE REACHED THIS STAGE YOU ARE DOING VERY WELL!3. Holiday rental logo or Profile Picture. The best fit for the profile picture is your holiday rental logo or whatever you usually use to market your property. This is the main image exposed when you start engaging with other pages. Make sure it is good quality. Blurry and poorly composed images impact negatively on a brand and your brand is your holiday rental. Make sure you use a square or round version of your logo.IF YOU ARE NOW VERY CONFUSED YOU ARE BEST TO SEEK OUT A GRAPHIC DESIGNER. ASK THEM TO SUPPLY YOU WITH AN IMAGE YOU CAN USE FOR YOUR FACEBOOK PROFILE PICTURE. IF YOU'RE STILL CONFUSED CONTACT ME.4. Cover Image. This is the main image that is displayed when a visitor opens up your page. It is like a banner advertisement and is generally landscape orientation. Choose the most powerful property image to describe your holiday rental experience with one look. What is the most dynamic image that tells a story about the experience on offer. Like I mentioned above make sure it is a high quality image. This is the shop front branding for your holiday rental micro business.5. Other Images. Pictures or imagery tells a story. While this page is about selling your holiday rental then you need to carefully choose images that tell a story about your holiday rental experience and again use high quality images. Make sure you add a description for every image and include key words consistently on each. E.g. Indoor Wood Fire: Holiday Rental Name and Location. Start with five images and build your gallery as you become more confident.6. About Tab. Make sure you provide a comprehensive description of your holiday rental especially if you have no website to link this Facebook page to. Include details of main features including property type, size (beds/baths), main features, proximity to major cities/towns or tourist attractions. Any key words you can think of that might get picked up by search engines. Think what a prospective guest might type into Google if they were searching for accommodation in your locality. Add all of your contact information in here. Do not be afraid to hand out your phone number or email. This is how guests will find you and book direct. This is also the place you can link your website if you have one.7. Category. This actually sits within the About tab of your holiday rental Facebook business page. Make sure you change this to holiday rental or vacation rental or hotel. Whatever best describes your business.8. Call To Action. Many overlook this feature but I cannot express how important it is to set up your holiday rental Facebook page Call To Action. This is what prospective guests will click on to make direct contact with you. Ask me how to set this up.9. Content Management. According to Buffer.com we should be posting to Facebook twice a day mid morning and mid to late afternoon. If any of you have time to do this then you are very lucky. For most of us who manage a holiday rental business time is scarce and so start with once or twice a week and build. You can turn to Buffer.com to schedule in advance but don't bother yourself about that now. Information overload will throw you off course. For now think about really relevant content and accompanying images or videos that can accompany your posts. Make sure you throw in essential key words subtly. For example - " Come and warm up next to the {holiday rental name} log fire. Best holiday rental in {location}". With this example you've used the name of the holiday rental, the location, the selling feature but also the words holiday rental which will all get optimised organically. Watch out for a separate blog article on holiday rental content management coming soon.10. Share your page. Well done if you've made it this far on your own without contacting me for help on the way (you can do that you know. I'm actually introducing the Welcome In Holiday Rental Marketing Forum soon where you can pay a small annual fee to access a closed Facebook forum and ask as many questions you like). Look for the three horizontal dots ... which are on the bottom left hand corner of your cover image (you know the one I refer to above which is like the banner advertisement). Click on them and the drop down menu will appear. Choose Share. Choose Share On Your Timeline, add a comment like, "Please like and share my new holiday rental Facebook page through your network. I'd really appreciate the support and who knows you may be interested in booking in in the future:)"...or something along those lines. Alternatively you can invite everyone on your Facebook profile individually. This can sometimes be a little intrusive so try not to do it too often. Only promote your page to your friends once. It can be very annoying when your friends blur the lines between a personal and business friendship. This is social media after all.This is the time when you are promoting your micro business through your network organically without having to pay for the exposure. Paid advertising on Facebook is another blog article which I'll write eventually. It's referred to as Social Media Marketing (SMM) but again don't worry yourselves about that until you have mastered the art of creating your very own holiday rental Facebook business page.I actually find the best way to learn is by identifying examples of best practice. That is my local government background shining through. Why invent the wheel? Have a look at others. Follow a few other holiday rental pages and pick up what they are doing well and trial it yourself. The best holiday rental Facebook pages I have seen have applied a logo and high-quality images. By that I mean not blurry and well composed (which anyone can take these days with a smart phone). They have also posted regularly about the features of the property or the region. Real, interesting and visually appealing content without the hard sell. Sell the experience through true story telling.If you have enjoyed this article maybe you'd like to subscribe (free) to the Welcome In e-news. I try to publish these every few months to a community of holiday rental managers in Australia. I encourage you to make contact with me if you have any queries about any aspect of your holiday rental management journey. If I cannot assist you I can certainly point you in the right direction. I am well connected with niche industry holiday rental stakeholders in Australia.