How to craft an enticing listing title for your vacation rental
Crafting an enticing listing title requires care and patience. You can write a BuzzFeed title that gets a lot of people clicking through, but maybe none of those people end up book your property. You may be reaching the wrong renters - more short-term but spotty bookings. There are many problems a wrongly written title can cause. So what factors do you need to consider when creating those skillfully profitable words?
Before you can determine which elements you want to feature in your listing title you need to know what your market is. What type of booker does your property attract or why do people come to your neighborhood and when?
Always Include Your USP
Knowing the unique selling points of your location is a good starting point.
● Are there more business people booking than vacationers?
● Is your neighborhood closer to businesses than tourist attractions?
● Are you near major public transportation?
● Are certain times of the year more popular?
While there are many cities that are near tourist attractions, there are some that are far better known as getaway vacation destinations such as Orlando with its Disney and Universal attractions. If your property in one of these towns or cities then you should add it into your title. Consider whether your location is known more as a business destination, such as Chicago or the San Francisco Bay Peninsula. New York and San Francisco are, however, very much both business and tourist destinations.
50 Character Limit Must Be Observed
The most important factor you should consider in your title is the 50-character limit. When you type anything longer it is not shown, and many listing titles are cut short when displayed, which is not a good look. Effective titles should be no more than 50 characters, including spaces and special characters.
Know How Guests Find You
Often people use their location as part of their title. However, this is not needed as guests search predominantly by location. However, if you are close to a particular landmark or attraction and that is why many people book your property, then you should consider including it.
You can also ask your guests what made them decide to pick your accommodations. This can be done through the Airbnb interface and the feedback can give great insights to the motivators for short and longer-term guests.
Mention Special Events
If a major sporting or cultural event is coming to your location - apart from increasing your rates in a time of high demand - you should mention it for a month or so prior to the event. If it is an annual event like a music festival you may want to have that included in your description so people who may be booking now know to come back if they want to go to the event.
Avoid Cliched Terms
Great, comfy and nice are just a few words to avoid. Be more descriptive but accurate to appeal to the audience you want. Romantic is good for attracting couples, family friendly will get the attention of vacationing families.
The more specific you are about your property the more you will attract bookings. As mentioned above, note your unique selling points, such as a patio with a view or a gym in the building. These are all features you may want to test in your title.
If you want to know the features your guests find appealing and worth noting you can read your reviews. People write about things they liked and disliked. Knowing this can give you insights into what to include in your title. You can also look at the reviews your competing local hosts are getting and what their guests find important. This can be helpful too if you are a new host and have fewer than 2 reviews.
Always Be Testing
Running tests is something you should have as part of your ongoing work. While you may be able to tweak your listing title after having read this article and see improvements on views and bookings, you should not stop and say a job well done. Continuing to test and research what works (keeping an eye on other hosts’ listings in your area) should be part of your approach to improving your success. Run new titles against the previous one and see if you can increase your views - one week is usually enough to see if there is an improvement, especially in busy areas.
It is hard to craft a listing title with every point included. You need to determine which feature gets you the most conversions and should test various titles until you have the one that provides the best results, keeping in mind there may be season or event influencing factors.
It Is Not Easy
We realize this is not easy and can be more difficult for people not fluent in the language - this is true of hosts in the US as well as any other country. The time needed to research and know what words to use can be demanding especially if you are doing this as a secondary form of income. Voyajoy has been handling vacation rentals for many years and is happy to help. Contact us here to know more about the help we can offer.