This blog is the first in a series about sales as a short-term rental host. Over the coming weeks, we’ll cover various topics that will help short term rental hosts learn more about how to successfully sell their properties to guests.

When was the last time you made a sale?

I made one three days ago. Personally, I average 3-4 sales a week.

Managing a short-term rental means you’re in sales whether you like it or not. Sales is a dirty word for a lot of people. It conjures up images of used car lots, Cutco knives, and Mary Kay ladies. If you’ve got that perception of sales, it’s imperative we change that viewpoint now.

Sales is matching the needs of your customers with the goods or services your business offers. Simply put, a sale is solving a problem for your customer. In the case of short-term rentals, it’s helping potential guests determine if your property is a good fit for what they might be looking to experience in their stay.

If you’re operating a short-term rental, it’s imperative you begin to view reservations as sales. Taking a reservation is something that happens passively. It implies that you’re at the mercy of guests and that you don’t have any influence over what happens in your rental business.

Making a sale is something you do. It’s anything but passive. Great short term rental hosts are committed to actively selling their place to others.

Where Sales Start

If making a sale feels uncomfortable for you, the good news is you can accomplish a lot of selling just by creating a compelling listing. Your listing is the first impression potential guests have of your space and you only get a few seconds to capture their attention. Therefore, your listing title, photos, and pricing must be tailored to your ideal guest.

Your ideal guest is a hypothetical person who is perfect for a stay in your rental space. Metaphorically speaking, if your rental space was a store, what products would you put in the window or advertise in the newspaper to entice the customer into your store?

Take some time to really consider who your ideal guest is and think about what most appeals to them. When the time comes to create your listing, or even update it, you can design the photos, descriptions, and pricing around what your ideal guest is willing to pay for the amenities and features your space offers to guests.

For example, the ideal guest for our apartment is someone who wants to be near the University of North Carolina. Therefore, we highlight that we’re in walking distance to the stadium. Our ideal guest sees our pricing and considers it a good value for the location and the pictures of our updated space. When you look at our listing compared to others in the area, we stand out based on our location, pictures, and competitive price.

Therefore, what stands out to your ideal guest? If you’re in an area with lots of competition, location may be less of an attraction. Your guest may want a hot tub, or want to bring their pets, or may be looking for a high-end modern space.  Highlight what your ideal guest wants upfront in your listing title with the image of your space that best entices them to “visit the store.”

Consider the store your property’s listing page. Now that your ideal guest is in the store, we’ll need to actively design our page to convince them our property is a good fit for their stay. Next week we’ll cover all the elements of a thoughtful listing tailored to your short-term rental’s ideal guest. Stay tuned!