Traditionally, rental properties have been marketed through bricks-and-mortar stores or “For Rent” signs. But that has all changed dramatically since the invention of the internet as the global world has moved online. Marketing a local rental business is now more about knowing your way around social media and investing in professional imagery to reach your target audience.
In this article, discover 5 of the top marketing strategies to employ in a rental business for the best results. To see how others are doing it, check out an online rental platform such as Rentola, which lists properties in Cardiff and beyond. By browsing the options available, it’s easier to understand what it is that makes a listing stand out or appeal to prospective guests.
1. Know your market
One of the golden rules of marketing, in any industry, is understanding who is the target audience. Without knowing this, it’s difficult to ensure the messaging is reaching the people who will find the product (or in this case rental) most appealing. There’s no point creating a rental filled with precious antiques if the market is young families with toddlers on the go.
By understanding the types of people who are looking for rentals in your area, it’s easier to design facilities that meet their needs. It might be a low-maintenance yard that’s fully fenced to enable pet-friendly stays or a collection of board games, books and toys to keep kids entertained.
But there’s no point simply adding these facilities and amenities without telling prospective renters they exist. A listing should clearly state what is included and who the property is ideal for, as well as touch on anything that may make it unsuitable for others. This could be stairs that are difficult for those with limited mobility to negotiate or an unfenced pool that could be dangerous for young children.
2. Be social media savvy
If Millennials and Gen Zers are among the target market, then being present and active on social media will go a long way in helping to reach them. These generations are particularly savvy when it comes to using the internet and it usually plays an important role when it comes to researching purchases or making financial commitments.
By regularly posting on social media channels, your rental has a better chance of ending up in their feed, which could lead to bookings and stays. Social media users may go searching for Insta-worthy imagery after finding a property via a rental platform or look for comments from previous guests to verify if it’s a great place to stay.
Posting on social media platforms is also a way to share local events coming up or highlight things to see and do in the area during stays. If influencers come to stay, it’s through social media that they will post about their trip and tag your property so that their followers can easily find it.
3. Invest in professional photography
While the services of a professional photographer aren’t cheap, they can make a huge difference to how well a property is received online. Remember, guests are making bookings without being able to step inside a rental, so it is through the visual imagery that they make their decisions. Even if you know you have an incredible space, it might not come across as that through grainy, lopsided or poorly lit photographs.
A real estate photographer knows how to capture the best angles and light to make a property shine, with a few post-production tweaks usually included in the rate. Even though smartphone cameras have improved dramatically in recent years, they aren’t a match for the quality that can be achieved with a high-level DSLR. Professional imagery will really make a rental stand out online, particularly in highly competitive markets.
4. Market for the seasons
The demand for rentals changes with the seasons and as important holidays roll around. Generally speaking, the summer vacation and Christmas periods are among the most sought-after in Western markets, followed closely by Easter. When marketing a property, it’s a good idea to take this into account as guests are willing to pay more at in-demand times of the year.
Through social media, highlight what there is to do at a particular time of the year and why it’s a great time to visit. This is an incredibly useful marketing strategy during traditionally “slow” periods when guests might not be thinking about a visit. Whether it’s a lack of crowds, a cosy fireplace or seasonal blooms, these are all great reasons to encourage guests to stay.
5. Be authentic
Marketing your rental as something it isn’t is sure to backfire, even if it leads to higher earnings initially. People value authenticity and in an industry where word of mouth and reviews are so important, it pays to be honest when developing your brand identity.
So if there are quirks to a property, don’t pretend they aren’t there but promote them as part of its charm. The marketing should reflect exactly what is being offered while providing an opportunity to build strong and trustworthy relationships with future guests.
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