Paid Advertising For Vacation Rentals
Paid advertising, versus free advertising, might be the most hotly debated topic among owner forums around the vacation rental industry. I am not quite sure why this topic evokes so much emotion. The only thing I can think is that property owners have a difficult time distinguishing between second home and vacation rental. I guess I can see where owners might have a difficult time drawing the invisible line between I need a buck to run the vacation rental and wanting friends/family to enjoy their investment (be it “second home investment” or “I need money investment”). Whether you are looking for extra money to pay the power bill or you are wanting the rental to produce income, all owners should strive for maximum exposure. The only time paid advertising is a null point is if the property owner has no intention of renting the property at all (small group of investors).
While I will list advertising ideas among the paper and print industry, this post has nothing to do with management companies or how management companies should advertise. I am sure I will compose several posts regarding management companies, however, this particular post is not one and should not be considered in this manner. A prologue to a post like that might go something like “Yes, I do believe you should participate in paid advertising and have a management company!”
- National Portal Websites (Including By Owner) – Portal websites are probably the most prominent type of paid advertising (I don’t have any industry stats to back the previous comment up but after a few years in the industry I feel confident that it is true). There are hundreds of website that you can list your properties on for a fee. Some extremely popular websites include VRBO, Rentalo, Find Rentals, Resorts and Lodges and the list could go on. I only listed one site in the Home Away network (VRBO). I believe there are six sites in the Home Away network, but I am not completely sure.
- Niche Portal Website – Every niche, be it mountain cabins or beach rentals, offers very specific advertising solutions. Some possible options include the local chamber of commerce or local website owners. You will receive less visitors from these types of sites, but the visitors will probably be more targeted and ready to purchase.
- Print Advertising – I don’t think this means of advertising is as effective as it used to be (even two years ago). Be very selective and track your advertisements. Using a telephone number is the easiest way to monitor print advertising (different numbers for different listings).
- Business Cards – For less than $50 you can have some quality business cards produced.
- Affiliate Marketing (Advanced) – Generate word of mouth. There are several way to conduct this type of advertising. An example would consist of offering a free stay to an individual who sent you five paying customers.
I am sure there are several other ideas that have been successfully implemented by vacation home owners. Please feel free to post your thoughts. Remember, my blog comments are dofollow.
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Marc is currently obtaining a Masters Of Arts in Religion. Although not considered well read by a friends wife and a conversation hog by another friends wife, Marc spends hours wasting time on political/news websites, blogging, and reading religious books. Lastly, he quintessentially defines football fanatic. 
4 Comments
As a vacation rental owner with two properties on Sanibel Island, Florida and a user of vacation rentals world wide, I do rely on both traditional vacation rental sites and vacation rental agencies. I pay for sites which sometimes do not produce, I don’t pay for sites which some times do produce. But I advertise on all of them!
Most recently, I have been using social media to promote my properties and to locate properties for rent.
[Edit *Moderator*]
I am a fussy owner. I am a fussy renter. The more I know about a rental guest and the more I know about a rental owner, the more confident I am in the transaction.
Thanks for the thorough comment. Putting emotions aside as owners, the last two sentences of the first paragraph were priceless. I personally think it is great advice. By the way, the condo and Toucan House look beautiful.
Just on a side note (the post will come later), how do you feel about trades? This is not for me I am just curious on your thoughts.
Hi Marc.
Thanks for your nice comments on my properties.
I do “select” home exchanges with both the condo and house, generally off season and most frequently fairly last minute. Both the condo and house are booked solid from Christmas to May 1, so I would only book an exchange well in advance for high season if the property itself (condo/house/cottage) were exceptionally appealing and the location (country/town/area) were high on our wish list.
I am booked pretty regularly on the condo and house even from May through November but would do exchanges kind of last minute for places that just look nice and that are easy for us to get to.
Does that answer your question?
Best, Sylvia
Hi,
here’s what i suggest:
put your vacation rental on one of the leading paid sites, and without wanting to promote it, its a fact that would be homeaway.
then, why not benefiting from free advertising on top of that? there are some good free sites out there whose technology is even better than that of homeaway, such as domegos.com or pickpackgo.com. and they do give inquiries … why not taking this freebie?
what i not suggest you to do to pay for a non leading site. this according to my experience has always been a waste of money and time.