It’s no secret – video is hot and people everywhere expect to see a video when they browse online. Listing sites like HomeAway already allow for property video uploads, and though you can’t upload listing videos on Airbnb just yet, the demand from renters and rentees definitely exists – so much so, that Airbnb recently added profile video capabilities to their platform.
It’s clear that it’s only a matter of time before Airbnb meets the demand and expands their video offerings. Meanwhile, you can use third-party websites, like YouTube or Vimeo, to upload a beautiful, attractive, eye-catching property listing video that will help boost your vacation rental bookings.
Using third-party websites to upload your property videos also has some added benefits: it makes your videos more shareable, more social, and more likely to reach a larger audience. Think about it. When you upload your video on YouTube, you’re exposing it to YouTube’s entire audience. Add some relevant keywords, include your booking URL in the description, and see your exposure grow!
Let’s take a look at just a few facts about video marketing that makes it so essential for businesses like yours:
So, as a vacation rental manager, what kind of videos should you focus on creating? We’re breaking it all down – let’s get started!
Video marketing is essential for any good business, but “business” doesn’t have to mean a corporate agency, an office building, or tons of employees and staff. If running rental listings is your day job, then (just like any other business) you need to get with video.
Let’s 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 sped-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, a customer testimonial 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 rentees 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.
What are you waiting for? You know the difference high-quality photos can make to the success of your rental property. 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.
About the Author:
Founder, CEO at Lemonlight
Hope Horner is a three-time entrepreneur who’s been featured in Inc.’s Top 25 Entrepreneurs to Watch in 2017, Entrepreneur’s 11 Marketing Experts that Could Change Your Business, and Pepperdine’s 40 Under 40. Horner is a regular contributor at Entrepreneur, Forbes, Inc., and multiple other publications where she shares startup insights and scalable solutions. She’s currently working on her third startup, Lemonlight, an LA-based business that produces and distributes branded video content at scale.