Master The Art Of Copywriting For Your Vacation Rental Business

December 10, 2020 |
short term rental marketing

You’re a property manager, not a writer. But with 70% of consumers preferring blog posts or articles to ads as information sources, generating content about your business is your best bet. 

If you’re apprehensive about your writing skills, or simply have too much on your plate to take on another task, it’s perhaps a good idea to outsource to a content writing service that does this kind of writing professionally.

However, if you’re reasonably confident in your ability to write to a decent standard then you can likely handle your content in-house.

How to go about it? Though you may not be as experienced in weaving compelling narratives as you are at providing guests with five-star experiences, you’ll likely find that writing about what you know isn’t as daunting as it seems, and no one knows your business better than you do. Here are six simple copywriting tips to help you start collecting leads through quality content:

  1. Be personable

Write from a first-person perspective and refer to the reader as “you” when describing what awaits them in your short-term rental properties. The most successful writing is authentic. Speaking directly to your readers and maintaining a genuine and sincere voice will help you begin to establish a connection and allow potential guests to feel at home even before they book.

  1. Fit your tone to the property

Your tone should vary depending on the property you’re describing. For example, if you are renting a cabin, set an adventurous tone with words like “epic” or “rustic.” If you’re promoting a luxury property, appeal to would-be guests with descriptions like “elegant” and “plush.” It’s all about setting a scene with your words, enabling your readers to picture themselves in your properties – and to like what they see enough to make a reservation. 

  1. Show, don’t ell

Don’t use words like “good” or “great.” Telling the reader that your property is great doesn’t create much of a picture. You need to show them what’s great about your property, and you can do that with more than just actual images. Put your readers in your rentals by providing authentic detail and vividly describing your properties’ appealing features with phrases, like “breathtaking view of the Blue Ridge Mountains” or “relaxing Hot Tub for Four with a woodland view, perfect for taking in the sunset.”

  1. Highlight your selling points 

One effective exercise for powerful copywriting is compiling a list of your properties’ most prominent selling points. Whether it’s proximity to an attraction or culture-infused interior design, anything that makes your properties unique should be emphasized in your content. 

  1. Do your research

Look up the top listings in your area and pour over the copywriting work that promotes them. You can learn what’s effective and what’s not by studying your local listings and rentals in similar destinations.  Reading how other players in the short-term property management space describe their rentals and appeal to travelers through content can lend a lot of inspiration.

  1. Don’t oversell

Unless you’re writing copy for an actual ad, it’s important to remember that content that’s informative often sells better than content that’s pushy and overly salesy. While you, of course, want readers to walk away from your articles and posts feeling compelled to book a stay at one of your properties, consumers know when they’re being manipulated. Keep your tone light and focus on one goal – making an impression. The rest will fall into place.

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