Bent River Bungalows

The Challenge

An owner with 17 short-term vacation rental properties in destination locations throughout the U.S. tapped Vacaygency to manage all aspects of marketing for the portfolio. The goals: maximize exposure of the listings on OTAs to show on the first page of search returns; optimize listing content (headlines, text, photos) to create a compelling and differentiated offering; manage pricing strategy; and drive the highest possible guest booking activity and revenue through social and digital advertising campaigns.  

Each property was a beautifully-appointed and maintained stand-alone home located in a premium locations, including ocean beaches, renowned vineyards, mountain hilltops with commanding views, historic mid-towns, and creek-side cabins on private forested acreage. Guest ratings ranged from 4.5 to 4.7 out of a maximum of 5.

Marketing Initiatives

* Separate brands were crafted for each home to reflect its location, the on-site guest experience, elevate it above competitors, and separate it from the owner’s other properties

* Visual identity elements were crafted for the 17 new brands including property name, logo, colors, and fonts

* A dedicated direct book reservation website was launched for each property, optimized for SEO / AIO, and updated monthly to reflect seasonal changes and local activities and entertainment options. Each site was integrated into Hostaway and linked to the respective OTA listings for instant booking

* Existing OTA listings on VRBO and Airbnb were completely revamped with new story-based content, and updated seasonally. New, colorful photos of the properties were added, along with select stock photos to highlight popular local areas of interest and drive emotional connection with prospective guests

* Social media pages were created for each property. Content was crafted to expand audiences and enable the personality of each property to shine, while encouraging guest engagement and social sharing

* Digital advertising campaigns were built and executed, including SEM, Google Display Network and select programmatic display networks, retargeting, and Meta display

* Quarterly email nurturing campaigns were built and managed for previous guests and prospects centered around a seasonal newsletter with strong calls to action to book plus offers and rewards for referring friends and family

* Seasonal sales promotions were developed, targeting specific guest / prospect personas nationally

Hospitality Upgrades

* Every communications touchpoint was refreshed, including all messaging with prospects and guests

* Branded exterior signage was added

* Branded greeting cards were created, and each guest received one upon arrival with a hand-written welcome note from the owner, along with fresh flowers, small snacks and treats, and wine or champagne depending upon the nature of the guest’s visit

* A branded Guest Welcome Book was created for each home, with detailed property information, and a helpful guide to experiencing the best food, wine, entertainment, and outings the area has to offer

* Luxurious appointments were added with new soft, plush linens throughout the home

* The kitchens and pantries were upgraded with updated cookware, expanded staples, and edible treats

* To elevate the guest experience, entertainment items specific to the home were added. For example, at rentals along the Russian River, pairs of kayaks and bikes were added, along with folding chairs, coolers, and beach games and toys

Results

In the first three months following Vacagency’s engagement, guest bookings and revenues shot up significantly, VRBO featured the property in its social media advertising based on the quick and dramatic improvements in these key metrics, and guest ratings rose. By the close of the first 12 months of Vacaygency’s engagement, we had accomplished the following:

Annual Nights Booked: Up 325%

Annual Gross Revenue: Up 475%

Guest Ratings: VRBO - 4.9 out of 5 stars; Airbnb - 4.95 out of 5 stars