Showing off your property in the right way is one key to achieving more bookings. In today’s competitive short-term rental (STR) and vacation rental market, a virtual tour can help increase bookings, some say by up to 14%. Airbnb similarly reports 20% more bookings of properties featuring professional photos.
Why is visual content so effective? First, it promotes trust and helps set the right expectations; people want to get an accurate view of the property they are going to rent. Good visual assets help prospective guests visualize themselves enjoying the space, which creates a stronger emotional association and a powerful motivation to book. For example, when guests see themselves enjoying their morning coffee on your balcony with a sea view, they may automatically associate your property with relaxation and a sense of wellness.
Additionally, professional photos and videos better position your property and help your entire operation appear more professional.
In this blog, we will explain how to optimize your property for discovery and booking through virtual tours and professional photos. We will cover budget considerations and explain how to create and implement a virtual tour, and how to leverage visual assets in your marketing.
Why professional photos matter
In today’s digital-first world, professional photographs serve as the crucial first touchpoint between potential guests and your property, often determining whether they’ll book or simply scroll past.
Properties showcased with professional photography consistently generate up to double the inquiries and bookings compared to those with amateur photos. High-quality images highlighting a property’s best features help justify higher asking prices and create perceived value in guests’ minds.
For example, a stunning exterior shot that captures the property’s architectural beauty and landscaping sets the tone for the entire viewing experience. Professional photographers know how to showcase living rooms, kitchens, and bedrooms in their best light and angle, making them appear more spacious and inviting.
Detailed shots of distinctive elements like custom finishes, high-end appliances, or characteristic architecture help properties stand out in a crowded market. A professional photographer specializing in interior photography will be able to draw out the distinctive details that tell the best story about your property. Including professional shots of nearby attractions, parks, or community features helps paint a complete picture of the lifestyle potential guests can expect.
Creating an effective virtual tour
The ease of access to visual media has evolved the short-term rental marketing strategy. It has made virtual tours an indispensable tool for showcasing properties, with various formats available to suit different needs and budgets:
- 360-degree tours provide potential buyers the ability to pan around fixed positions within each room, offering a comprehensive and fully transparent view of the space.
- Video walkthroughs offer a more guided experience, taking viewers through the property in a natural flow while highlighting key features.
- 3D virtual tours using platforms like Matterport create a detailed digital twin of the property, enabling viewers to navigate freely through spaces and even take accurate measurements.
When considering costs and production needs, property managers and owners can choose between professional services or a DIY approach. Professional services, while more expensive, ensure high-quality results and save you time. For those who opt for the DIY approach, basic equipment requirements include a high-quality camera or smartphone, a sturdy tripod, and wide-angle lenses. This could be a worthwhile investment if you operate, or plan to operate, more than one property. Popular software platforms like Ricoh360 Tours offer user-friendly interfaces for creating and hosting virtual tours.
Regardless of the chosen method, certain best practices can promote an effective virtual tour. Each element works together to create a comprehensive virtual experience that can significantly impact a property’s marketability and appeal to potential guests.
Focus on amenities: Special attention should be paid to highlighting key amenities such as hot tubs, open kitchens, spacious primary suites, and a comfortable, relaxing environment, which are features that set the property apart.
Proper lighting: Natural light should be maximized while avoiding harsh shadows or glare.
Intuitive journey: The tour’s flow should feel intuitive, mimicking how someone would naturally walk through the property.
Preparing the property
A critical step is preparing your property before shooting a tour or photos. It is important to stage the scenes you want to shoot by setting everything up just as you want to show it. This includes anything from setting the table for a delicious imaginary meal to ensuring the couch perfectly aligns with the carpet. It helps guests understand what they can expect when visiting and gives you a good chance to show off the high standard of your property.
Another consideration is the time of day that you will be shooting; make sure there is enough light, especially when planning outdoor shots. For indoor shots, make sure your windows are open or that you provide external sources of light in order to increase the quality of your content.
Where to showcase virtual tours and photos
On Airbnb, high-quality visuals can be strategically ordered to showcase your property’s best features first, while virtual tours can be embedded via links in the property description. VRBO’s platform allows for up to 50 photos, making it possible to display every room, amenity, and unique selling point, while Booking.com prioritizes properties with comprehensive visual content in their search results.
Your own branded website can showcase virtual walk-throughs as a centerpiece, building trust with potential guests. If you do not have one, use the Guesty website builder to set one up now. Social media platforms, particularly Instagram and Pinterest, are perfect for sharing both virtual tour highlights and lifestyle-focused property images that capture the vacation experience.
Finally, gorgeous visuals can serve as the centerpiece of your marketing activities, from social media posts to ads and emails.
After following this guide on improving your visual content for your STR, feel free to check out Guesty to continue evolving your STR business and growing your revenue.
