Are you starting a vacation rental business? Is your business established and you want to increase your bookings? Crafting an accurate property description is the first step when marketing your property.
Your property description should highlight your property’s features and amenities. Focusing on the great qualities of your property helps with marketing for increased bookings.
Start by brainstorming a list of adjectives that accurately describe your property. This gives renters a realistic picture of the property. Try not to exaggerate or oversell. Guests book a property based on its features. If you exaggerate these details, guests may be disappointed upon arrival. This may lead to negative reviews or a damaged brand.
Honesty is the best policy, as the proverb says.
Besides negative reviews, why is honesty so important? Because there is a target audience for every type of property.
If you own a humble cottage in a Northern town, then say so. There is a renter searching for this charming location. Accurately describing your property size, location, and features is the best way to get bookings.
The opposite of writing descriptive passages would be vague phrases. As you write your property description, avoid making general observations. Some examples are:
You might find yourself using these phrases. Are these phrases wrong? Of course not. But do they represent your property’s features? Can an artist paint your property using these phrases? The answer is no. Your final property description should be as specific as possible.
General language is open to interpretation. The same rule applies to your property description. New renters do not know what your property looks like. A vague description allows them to envision what they want. This sets unrealistic expectations and confusion for what they’re paying for.
Avoid vague phrases and use specific and detailed language. Try:
Using specific language allows you to describe your property and surrounding location. These details point toward the type of renter who would book these properties. Your language influences your target audience to book your property.
If you’ve ever looked to purchase a home or apartment, you’ve seen their property abbreviations. In the property overview, this is fine. For instance “Beachfront Oasis, 4 BR 3 BA Sleeps 6.”
For your actual description, write the words out into complete sentences. This makes it easier to read and gives your property description a personal touch.
Here’s an example of an abbreviation description and normal write-up. This property description was for a house on the market. Vacation rentals do not sell their property, but they may write in similarly abbreviated formats.
Can you understand the first property description? You will if you’re in real estate, or well-versed with industry lingo. The average guest looking to stay at your property might not. These abbreviations appear choppy and impersonal.
The goal of a property description is to entice renters to book your property.
It is more inviting to write out a paragraph for your property description. Use pronouns like “we” and “you” to welcome the guest. Allow them to imagine themselves in your rental property.
Part of welcoming and enticing the guest is to show them your property’s unique qualities. What experience does your property have to offer? What made you fall in love with this property?
Building on descriptive, accurate language in a traditional format tells your story. Try to avoid long sentences or phrases. You want renters to have the capacity to skim your property description.
Highlight key information in short sentences. Focus on the gems of your property. Remove extra fluff. Your information should influence the reader to book your property.
Part of describing your property is articulating your rules.
You may think that you’re saving your guest time by starting your description with, “No pets allowed! 3 bedroom, 2 ½ baths, apartment overlooking Times Square…” Instead, this starts your property description with a negative impression (No pets allowed).
Always remember the goal of your property description: To get bookings. You want to set an inviting tone. Do not focus on your rental’s restrictions.
First, write your property description and what you have to offer. Second, bullet and specify any rules associated with your rental. That way if a person is interested at the end of your property description, your list of rules will answer any additional questions.
Renters can see the property’s potential before reading restrictions. This increases their likelihood to book, even if this means leaving pets at home.
Also, do not write in caps. Italicize or bold phrases for emphasis. Writing in caps appears that you are “shouting.” Your intention might be playful, but this could isolate guests from your property.
Attach photos to support your property description. Professional photos may speak to your renters more than your written description. The combination of high-quality photos and accurate description shows guests what they’ll get during their stay.
You now have the key items needed to draft or revise your property description. Use accurate descriptions and professional photos to market your unique brand.
How do you write your property description? What makes guests book? Comment below with your insights!