For Vacation Rental Managers Homeowner Acquisition Marketing Is More Important Than Ever

June 8, 2020

As Vacation Rental Managers across the nation start the recovery process bringing returning travelers inhouse it is time to market to homeowners and begin to recover lost inventory and grow.

With the pandemic sweeping across the country and travel bans put in place, companies like Zillow report a significant increase in listings that typically would be pulled during the summer vacation months when owners can repurpose them to vacation rentals. Zillow’s listing for furnished rentals increased 42.8% from March 1 to May 21. Total furnished listings were up 44% compared to the same time frame in 2019. Listings for rentals of six months or less rose 23% between March 1 and May 21. Significantly spiking around the time that shelter-in-place orders went into effect when typically, they fall. Showing some owners opted to switch their rental to long term in order to ride out the COVID-19 storm.

At the same time, when vacation rental cancellations flooded in, owners who typically can handle renting out their own vacation properties found themselves in need of the staff, customer service, and overall wherewithal that comes with using a professional property management company. And some homeowners that do utilize a professional property management company became unsatisfied with there company of choice due to their response or procedural changes during the crisis.

No matter the reason, homeowners are making changes and you can easily be a part of that change. Here are a few tips to market to homeowners as a professional vacation property manager:

• Targeted Direct Mailing to homeowners may be considered “old school” to some but that does not mean it is any less effective. For example, in a case study conducted by PostcardMania, just one vacation rental manager purchased a list of 1,904 single-family homeowners in their area, which ultimately produced 83 new homeowners and 171 qualified leads.

• Email & Social Campaigns are another incredibly valuable marketing tool that can get your brand out there. Plus, with automation, you can keep in regular touch with prospects, past renters, and local homeowners placing your brand front-of-mind. A monthly newsletter offering tips and information can be a great way to provide value to your subscribers. Include tips for homeowners to prepare their property, local special events, things to do, and more. These newsletters can quickly and easily be translated to social media posts and videos to increase your traction and reach audiences you may have otherwise lost.

• Create a short video showing your market and what makes it and you special. One approach you can take is to showcase your market and what makes it awesome with a guest-centric message that will drive up your rentals and intern create demand amongst owners. The other is to make a video about what makes your company stand out against competitors. What do you give them that no one else does? Do you offer homeowner perks? Do you have owners that would give video testimonials? Show and highlight what makes your management style and staff the perfect fit for homeowners looking for a fresh start with a professional company.

• Utilize your current vendors for homeowner perks. Companies you already work with every day often will work with you to contribute to your homeowner package. From small items like postcard printing to large items like activity and adventure passes you can reach out to your vendors to create a homeowner program that is unique and beneficial to all party’s involved.

• Have a killer website! All marketing roads should lead back to your website. It is the hub of your marketing efforts and as such needs to provide your users with an exceptional experience. That includes homeowners who are looking for a property management company. Make sure your content is informative, explain why your business is different than your competitors, and why homeowners should rent their property through your company. Include information for both property owners and potential renters through your blog, showcase local attractions, businesses, restaurants, and hangouts.

• Invest in professional photography. Spend the money. Professionally shot photos of your properties (inside and out), shots of local attractions, and stunning views move renters and show homeowners that you care about the properties you manage and put them on the market in the best possible light. Use them on your website, in your listings, in your blog, and any collateral your produce. Properly tagged photography can improve your SEO, drive visitors to your website, and pique the interest of local homeowners who may be considering putting their property under management.

By shifting a small amount of marketing dollars and efforts toward homeowner acquisition you can realize big results as your inventory increases and you begin to recuperate any losses you may have encountered.