As a property Manager you’ve definitely experienced that your description and listing photos may be what draw people in; but let me tell you that adding video to your marketing will get guests on your calendar.
Videos are everything in this day and age. Over one billion hours of videos are watched on YouTube every day, and 400 hours of video are uploaded to YouTube every minute. Yes! Every minute! In addition, according to a survey by Hubspot, an overwhelming 94% of users prefer to watch a video to learn about a product or service and 92% of mobile video viewers like to share them with their online communities.
You’re probably as mind blown as I am with the facts. So how can you use these facts to your advantage? Two words: Video Marketing!
Video Marketing refers to the use of video to market or promote your brand or offering on digital channels. In simple terms, when you use video to market your brand, product or service, engage on social media channels, educate your prospective and current customers, and interact with them, you’re said to be using video marketing. So in your case, it essentially means using engaging videos to promote your Vacation Rental!
On the surface, the how of video marketing is pretty simple: your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice though, it’s a little more complicated. Like many of your marketing efforts, video marketing is data driven, so you’ll want to monitor various metrics and track customer engagement.
Video is often seen as a labor-intensive, expensive complement to the standard vacation rental photographs you need — but it doesn’t have to be that way. When it comes to promoting your vacation rental, a video definitely needs to look good. However, as frequent YouTube users can attest, a good video doesn’t have to be costly or complex.
You don’t need to reach out to the masses, however; you just need to connect in a meaningful way with the visitors who are searching for a short-term rental similar to yours. In other words, your videos just need to be engaging and entertaining.
Before we get into the nitty gritty of Video Marketing, let’s explore why Video Marketing is great for the Vacation rental Business.
Video content isn’t just about communicating useful and engaging information in a more ‘visual’ format – it’s about triggering emotions, showing your unique personality and convincing potential guests that you are a 5-star host.
Done well, interactive videos can do things for your holiday that pictures simply can’t do. They show potential guests what your property is really like inside/outside and the kind of experience they’ll have if they book with you.
When it comes to your website and how it appears in Google search results, the average session time can be a ranking factor. If search engines like Google know that people are taking the time to watch your videos, it points to the fact that your content is answering a question or a need they have, and this can positively contribute to your videos displaying in the video carousel search results.
If your holiday home videos tick all the boxes for your audience, it’s quite likely that they’ll be the posts on your social channels that tend to do the best; encouraging more likes, comments, shares and page follows.
Creating buzz around your vacation rental property generates interest, which can boost your bookings and overall profit. Many successful brands are already utilizing video marketing, and are well aware that customers often make purchase decisions based on memorable videos they’ve seen.
Now that you can see the perks, you probably wonder what type of videos would cut it. So, let me break down a few of the video options you have at your disposal.
Similar to a real estate listing video, a vacation rental listing video highlights your rental property and shows off its best features. In this video, give your viewers a virtual tour inside, take a stroll outside in the yard, balcony, or garden, use captivating aerial or drone footage, and be sure to list key rental features, like the number of bedrooms, bathrooms, acreage, amenities, and more.
When you upload this video, be sure to include those key features written out in your video’s description. Think about including the address, or at least the area in which the listing is located, and a way to contact you. Your best bet is to include a link to your property listing directly so users can find out more details.
Just like most companies have an About Us section on their website, every vacation rental host should tell their potential guests about themselves, helping establish trust and credibility in your listing. Talk about how you entered the industry, what made you interested in renting, and any special bonuses you provide to set you apart from the competition.
If you can upload this video onto your profile (like Airbnb allows), great! If not, be sure to include contact information, your location, and any other relevant information. Include a few key search phrases in your description, like “Property Manager in Los Angeles, California,” or “The Best Vacation Rental Location 2019” to boost your video’s organic ranking.
Got exciting attractions in your neighborhood? Show them off! Highlight downtown city centers, restaurants, parks, schools, hiking trails, or other community favorites. You can even show off other properties in the area to give the viewer a feel for what your neighborhood is like. Drone footage is excellent for this, or you can even use speed-up footage from a handheld camera for fun visual effects.
This is great organic content you can share on your personal website or social media pages in addition to your rental listing. It shows you’re not just interested in getting more vacation rental bookings, but want your guests to actually have a good time. In your video, share any tips or tricks you have about getting around and recommendations for the best local spots.
One of the most important videos in any industry, is a powerful customer testimonial which provides a strong, convincing review of what you offer directly from a past or current guest. They provide social proof and can help boost credibility in your listing and be a huge motivator for those on the fence about your property.
You showing off your property is great, but when people have positive word of mouth to share that isn’t coming from you directly, it carries a lot more weight. That’s why product reviews and reviews on sites like Yelp are so popular – people want real, authentic, sincere feedback. All you have to do is make that feedback easier to find!
Do renters ask you certain questions over and over again? Instead of replying to each question individually, upload an FAQ video, which can address one or more frequently asked questions at once. Due to their visual nature, the answers provided in this video are more likely to stick, meaning fewer people will ask these questions, and those who do are less likely to ask again.
Common questions you might want to address include questions about check-in and check-out times, fees or payment options, house rules, booking extensions, how to get in contact with you, and any other logistical issues you see pop up often.
Now that you’ve got the hang of Video Marketing, before we wrap up, let me also share the secret recipe to Video Marketing that Airbnb hosting youtubers have mastered. A great video is usually short, simple, comprehensive, educates or entertains your target Audience. That is exactly what your Vacation Rental Needs to do.
Chances are, your vacation rental can “speak for itself”, so try to keep any speaking in your video to a minimum. Whatever you say should add to what the video shows, not distract people from what they’re seeing.
Keep your video between 2-5 minutes. Anything longer than that and you will risk boring your prospects. Besides, you want to keep them wanting more! Try to balance giving people a great introduction to your property and neighborhood against the fact that people have increasingly short attention spans.
Figure out what message you want your video to communicate, and make sure the result is either informative, educational or entertaining. If your video doesn’t do at least one of these three things, it won’t be helpful to you — or, more importantly, your potential guests.
Don’t forget to take advantage of Video Marketing to show your potential guests if you are eco friendly vacation rental or a Pet friendly unit or that you are a children friendly vacation rental with accessible filters, all of which will give you edge over your competition.
Video doesn't just complement your photos, it makes your properties come alive. Showing guests what their vacation could look like in an interactive manner is incredibly engaging and can break up the monotony of flipping through other listings' photos.
Adding video can boost your vacation rental bookings just as much, if not more, helping drive more traffic to your listing page and confirming exactly why someone should choose you over the competition. And luckily, making a video is easier than ever. Whether you hire a video production agency to help you film and produce your video or opt for a self-made video, you’ll be well on your way to better results and happier customers.