“I don’t have a budget, can I still master my holiday home marketing?”
I get asked this a lot.
That’s because, amongst holiday home owners who want to break free of the big listing sites and get direct bookings, there’s a misconception.
A belief and worry that to go it alone you need to put aside £100s a month towards your own marketing budget.
Mastering your marketing is not about how much you spend in terms of pounds, but about a shift in how you think, behave and do as an owner.
A switch in mindset costs nothing. Nor does adopting a can do attitude. Having a willingness to learn new systems and some free-to-use techie stuff (that in the past you may have convinced yourself you’re not capable of learning).
It’s a move from a passive to a proactive approach. It’s you as an owner:
- taking control of your marketing – you can do this!
- starting to build relationships with your guests, speeding up the booking cycle.
- not doing hard sell, but a more effective, subtle drip feed effect
- raising your profile as an expert in your holiday home’s area
Here are some techniques that won’t blow the budget. But will get up answering yes to can I master my holiday home marketing?
To get results and for people to notice you, you need to be active and importantly regularly active on social media. But don’t get overwhelmed and think you need to be everywhere.
Start by choosing your favourite 2 platforms. These may well be where you hangout now on a personal level. If that’s Facebook set up a business page linked to your personal profile. Just get started! Post new content but also share and retweet content from others. This is a great way to get noticed and takes away the initial fear away of “what do I say”.
Social media is foremost about being social so bear that in mind. Use it as a tool for future guests to find you then provide valuable interesting content to them and continue to build relationships with them from there. Don’t always expect instant results but results will come.
Spreading the word
Be an ambassador for your property at all times. From the conversations you have in the school yard to those you have at work, to those you have with friends of friends, make sure they know you have a holiday home and that you take paying guests.
Spread the word in your holiday home’s locality too. Make sure the local pub knows about you and your favourite tea room so they can recommend you to their customers. In return you’ll do the same for them.
Be visible online too, by your social media presence. By having a website that uses key searchable terms to be found (in other words that is search engine optimised – and you can do that).
You as the owner need to be visible in your marketing. Record some videos on your mobile phone of you at your holiday home. Explain what you like about it. Talk face to camera about a local tourist attraction and why you love going there. You can then post these on your social media platforms and on a page on your website.
Blogging is you writing articles, positioning yourself as an expert in your local area, offering your guests interesting and helping content; adding value to their world eg 5 Recommended Springtime Walks.
It’s a great relationship building tool as well as giving you content (again something to talk about) in your social media. Your blogs should be written from the heart, as you, telling your story and sharing your expertise. Start brainstorming your topics and then get writing. Simples!
Blogging itself is free. And to set up your website in the first place doesn’t need blow the budget (and is easier to do than you think!) For more info on setting up a website, you may to read this blog >> Getting Started With Your Holiday Home’s Website
Build an email list from past guests (ask their consent to go on your mailing list). And also offer a free resource that’s available to download from your website and promoted on social media. This is something like a free guide to your area which isn’t available anywhere else and will save your guests and prospective guests many hours Googling. This guide is known as your freebie. It’s free in terms of pounds for you to write and free for them to download (in exchange for their email address).
There you have it, not one single thing you do but a combination of these things. All of which you can start implementing today! And it’s all about taking action, that’s what gets results.
So when you next ask yourself “Can I master my holiday home marketing” and you’re worrying about your budget – you now know what the answer is – hell yes you can!
If you still feel overwhelmed by it all. And would like to speak to a friendly, expert who can help you, then book a call with yours truly. An Action Hour with me will get you unstuck and moving forward.
Get help. Click here to find out more and to book your session: