The STR market has exploded in recent years, with more listings than ever vying for the attention of a finite number of guests. Platforms like Airbnb and Vrbo have made it easy for property managers and homeowners to list their spaces. Listings can and should be optimized to give them the best chance, but it’s not enough. To succeed in a crowded marketplace, PMCs need to go beyond the basics and find ways to differentiate themselves.

Understanding the Challenge

Supply has outpaced demand in many destinations, and massive players like Vacasa have scooped up properties left and right. Guests face an overwhelming number of choices, making it harder for any single listing to stand out. The phenomenon of too many options is called choice overload, or the Paradox of Choice. If you’ve ever stood in front of a wall of toothpaste at the store, then you know the feeling.

In the STR space, the profusion of options has driven down nightly rates and occupancy levels, forcing property managers to rethink their marketing strategies.

The keys are in differentiation, branding, and delivering an exceptional guest experience. Here’s how you can make your listings shine.

Optimize Your Listing for Maximum Appeal

Optimized listings are the low-hanging fruit of any strategy designed to help you stand out. They can’t draw potential guests on their own, but they can turn guests off. Ditto for OTA algorithms, which can spot non-optimized listings a mile away and shuffle yours to the bottom of an already intimidating pile.

• Professional Photography: High-quality, well-lit photos are essential. Invest in professional photography to put your property in the best possible light.
• Compelling Descriptions: Avoid generic descriptions. Use engaging language that highlights unique features, nearby attractions, and the overall experience. Seasonal and/or event-specific language can help listings feel up-to-date and relevant.
• Dynamic Pricing Strategies: Use dynamic pricing tools like TrackEcommerce to adjust rates based on demand, seasonality, and competitor pricing. Temporary market fluctuations offer opportunities to boost revenue.
• SEO Best Practices: Optimize your listing title and description with relevant keywords so it ranks higher in search results.

Create a Standout Brand

STR companies that establish a strong brand identity are more likely to attract repeat guests and word-of-mouth referrals. Branding goes beyond logos and colors—it’s about the experience you offer. Do you know what experience you’re going for and whether you deliver? 

Chances are, you’ve already carved out a unique space in your market, intentionally or otherwise. If it’s working, lean into it. If it isn’t, consider the following suggestions:

• Define Your Niche: Specializing in a certain type of rental (luxury homes, pet-friendly stays, eco-friendly accommodations, etc.) can help you attract a dedicated audience.
• Consistent Guest Experience: Ensure that all your properties provide a consistent level of comfort, cleanliness, and service. Any formal guidelines around these points should be communicated clearly to vendors.
• Memorable Touchpoints: Personalized welcome gifts, handwritten notes, discounts from local businesses, or a unique design aesthetic can leave a lasting impression on guests.

Leverage Technology for Guest Satisfaction

Technology can be a game-changer in improving guest experience and streamlining operations. And we should know, because TrackSuite is designed to do exactly that!

But regardless of the technology in your stack, the point is that technology can do more than simply help you manage the day-to-day. Used well, it can unlock new opportunities to deliver crisp, Johnny-on-the-spot guest service. Such as …

• Automated Messaging: Use automated messaging systems to provide guests with check-in instructions, local recommendations, and quick responses to inquiries. Occasionally review the content of triggered messages to ensure accuracy and a warm, human tone.
• Smart Home Features: Smart locks, thermostats, and lighting systems can enhance convenience and security. Integrations with your PMS can help integrate these features into your service chain, such as sending alerts when the lights are left on.
• Owner and Guest Portals: A dedicated app or portal for guests can simplify bookings, communication, and additional service requests. Track just released a brand-new Owner Portal that makes it easier than ever to communicate with owners and for them to track their performance.

Marketing Beyond the Platforms

Airbnb and Vrbo are essential for visibility, but relying solely on them can limit your control and revenue potential. In general, the more channels you’re on, the better. TrackDistribution is a great example of a comprehensive channel management platform that can push updates across all the channels at once, massively simplifying what used to be a tedious and time-consuming hassle.

Of course, no channel merits more attention than your direct channel. In addition to being the most profitable, it’s the only one over which you have a lot of control.

• Build a Direct Booking Website: A well-designed and conversion-optimized website can help you capture direct bookings and reduce dependency on third-party platforms.
• Social Media Engagement: Showcase your properties through engaging content, guest testimonials, and local recommendations on Instagram, Facebook, and TikTok. Different platforms cater more to different audiences, so make sure you’re showing up how you want for the guests you want. One size does not fit all.
• Email Marketing: Keep past guests engaged with special offers, new property listings, and personalized travel recommendations. Always be building your customer list so you can reach out in a more personalized way, such as booking anniversary promotions or birthday offers.
• Google My Business & SEO: Optimize for local searches so guests can find you when searching for accommodations in your area. The elements of your listing go way deeper than you might think, so a guide may be helpful.

Encouraging Positive Reviews

Reviews are one of the most influential factors in a guest’s booking decision. Encouraging positive reviews should be a top priority. Include links directly to the reviews section in automated emails and texts after check-out.

Responding to reviews is just as important. Generative AI features, such as the Reviews Management tool in TrackDistribution, can dramatically reduce the time and effort required to respond personally.

• Exceed Expectations: Deliver exceptional service, clean spaces, and thoughtful amenities to encourage positive feedback. It’s amazing how sometimes small touches can leave a lasting impression, such as fresh-baked cookies or current coupons from a local shopping flyer.
• Follow Up with Guests: A polite post-stay message requesting a review can go a long way, especially if it’s warm, personal, and automatic.
• Address Negative Reviews Professionally: Respond to criticism with professionalism and a genuine effort to improve.

Partnering with Local Businesses

Creating partnerships with local businesses can add value to your guest experience while strengthening your brand.

Once you think of the guest journey in terms of an experience and not just a stay, you understand that you need partnerships in order to build and market those experiences. Some experiences center around activities that guests identify with, like climbing or fishing or antiquing. Others might revolve around major events like concerts or festivals.

Since many of the businesses with whom you’d want to partner are small, it’s likely that they’ll be more inclined to work with other small businesses — a potential advantage if you struggle to compete with the big dogs.

• Exclusive Discounts: Partner with local restaurants, tour operators, and transportation services to offer guests exclusive deals. The more [potential] value you can pack into the guest experience, the better.
• Curated Experiences: Offer add-on experiences like guided tours, in-home chef services, or adventure packages. In a business where creativity doesn’t always come into play, this is where you can really build a unique offering.
• Community Involvement: Engaging with the local community can enhance your reputation and create a network of mutual referrals. That could include sponsoring events, teams, or venues — not as a demand-gen strategy but as a way of fostering visibility and goodwill.

Final Thoughts

The short-term rental market is more competitive than ever, but with the right strategies, your business can not only survive but thrive. By optimizing your listings, developing a strong brand, handing over some of the heavy lifting to technology, and engaging in strategic marketing, you can stand out from the competition and attract more guests. In an overcrowded market, those who go the extra mile to create unique and memorable experiences have the most to gain.

If you’re ready to shift into another gear, take your business to the next level, or embody any number of colorful metaphors for reaching your full potential, drop the Track team a line.