May 27th, 2019

As a vacation rental property management company, you have a lot of balls-in-the-air at any given moment. From overseeing your online marketing, engaging with prospects, signing contracts, managing onsite operations and the many other behind the scenes elements that keep your business running efficiently.
One area of your marketing that is crucial to develop, automate, and master is your outreach to property owners to increase your rental inventory. Marketing to homeowners is a little different than marketing to renters. You need to develop your contact lists and then target and tailor your message to reach homeowners who may be interested in putting their properties under management.

Here are some strategies, tips, and hacks to help you reach homeowners and grow your rental inventory.

• Create a short video showing your market and what makes it special. Interview local business owners, restauranteurs, talk about the best beaches, the best sushi in town, local hangouts and anything else that makes your market special. Promoting these spots will drive traffic to your website resulting in more inquiries, rentals, and homeowners seeing your brand and responding. This is a bit of a hybrid strategy that will not only drive renters, but it will also put you in front of potential rental property owners as a brand they will want to associate with.

• Target mailings to homeowners that have out of town addresses. They typically are your best targets for potential vacation rental inventory.
  Develop a network of local service providers. For example, seek out local HVAC contractors, painters, contractors, and cleaning companies, they will know the owners of local vacation homeowners and potential rental units better than anyone! Networking with these valuable contacts will provide you with plenty of viable leads. Develop a referral program with them as an added incentive.

• Email 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.

• Make sure you have a killer website! All marketing roads should lead back to your website. It’s 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 hang-outs.

• 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.

Targeted marketing efforts directed at local homeowners can help you add vacation rental properties to your inventory and grow your business. Make sure your brand aligns in all of your marketing efforts and always offer value and you’ll be adding high-quality properties to your inventory year-round!