Why is branding your Airbnb important?
There’s a reason why the best short-term rental hosts pay close attention to product design and service excellence. They’re the hallmarks of effective branding.
If you want your vacation rental to succeed, you’ll want to know why experts in the hotel and tourism industries – nearly every service industry – use branding strategies to get ahead.
Airbnb branding is very important. It’s a statement of who you are, what your business is all about, and how you can do it differently from others.
It lays the groundwork for how you’re going to accomplish nearly every aspect of your business.
Branding your Airbnb sets you apart. You don’t want to be “just one of those listings” when travelers browse the platform in search of a place to stay. You’ll want to quickly draw their attention with a catchy name, a unique look, and stunning photos in your listing.
Branding your Airbnb determines who you are, both in your and the public’s minds. If you’re not sure of who you are as a business entity, and what your product and services are all about, neither will your customers be.
It’s critical to define what you’re all about.
Listen as Jon and I discuss the different ways you can do Airbnb branding strategy to set your rental business apart.
Branding your Airbnb will attract the type of customers you want. They’ll gravitate toward your listing, drawn by the personality it projects. From the name of your property to the interior design of your rooms, even the words and tone you use in your listing.
If guests are choosing from several properties in your area, and they’ve narrowed their options down to just 2 or 3, they’ll go for the brand that resonates with them.
It’s unlikely that pricing and amenities alone will be their criteria. There’s also going to be an “X” factor, that intangible element that connects them to your brand.
It’s all about memorability. Guests who’ve stayed with you and enjoyed their experience will remember you for it. Your brand has likely left its mark. Your name, the quality of your service, and the positive experience they had will go a long way.
Another thing — a good brand identity generates referrals. Satisfied guests will recommend your place to friends, so it’s a good idea to have a memorable brand name. (More on this in a minute.)
Closely related to recall is repeat business. If your former guests plan to visit your town again, they’ll think of you right away if you left them a good impression. So if you develop a positive and strong brand, you’ll likely gain a loyal following, too.
Branding your Airbnb helps you stay grounded on what your business mission and values are.
There are countless ways to market a property. But having a strong vision for your business will help you be purposeful and strategic with the effort you put into marketing your Airbnb. It’ll keep you from wasting precious time and resources.
Decide who your target customers are.
What kind of guests would you like to attract? Individuals? Business travelers? Families? Pet parents?
The general rule is to focus on a particular segment of the market, working hard on it by maintaining a loyal following. Then slowly try to dominate that niche. Once you become a leader in that segment, then you can consider expanding to others later on.
Give your property a professional title. A brand name is a business’ identity. As mentioned above, both you and the public must understand what your place is all about.
Once you give your property a name, you’ll start taking it seriously. And people will, too. Brand names build credibility and trust in the public’s hearts.
From being just a “spare room”, a “side-income”, or a “seasonal gig”, your business metamorphoses into a full-blown, bona fide enterprise.
After all, businesses are like babies and pets. Without a name, they can’t grow to their full potential. It’s as simple as that. But once you name them, they’ll thrive. They’ll even grow a personality of their own.
So give your place a unique, catchy name that captures its look and feel. You may highlight a distinctive feature in the property, such as its design, history, or its immediate surroundings.
And make sure the name is easy to remember. You’ll want to make it simple for people to understand and pronounce. That way, they’ll easily remember when they need to recall and say it out loud — especially when they’re recommending it to a friend.
Have a logo designed, too. Remember to use it frequently and consistently. Place it at every point of contact with guests — your house manual, travel guide, key fobs, and pens.
Listen to the podcast: How to Come Up with a Name for Your Airbnb Property
The atmosphere of a place is so important. We can’t stress this enough. It’s that feeling you get when you enter a place for the first time. From the colors of the walls to the intensity of the lights, to the style and quality of furnishings. It’s an overall “vibe”.
Whether you’ve chosen to use a distinctive theme or opted for minimalism, either way you’re creating a statement. Regardless of what interior design you choose, it’s going to leave an impression on your guests’ minds — positive, negative, or neutral.
Remember to opt for a style that would appeal to your target market. If you’re in a big, noisy city, you may want to offer a mild, calming, “zen” vibe — especially if you’re catering to tired, harried business professionals. If you’re in an adventure destination, you might want to go for rugged, casual, or rustic decor that jives with the area.
Read also: Building a Team — The 4 Skill Sets You Need to Include in Your Airbnb Dream Team
The internet is integral to running an Airbnb. And the stronger your presence is online, the greater your chance of reaching your target market.
Aside from having a website, be sure you’re on social media. They’re absolute marketing essentials. The digital world is where people talk, compare, and shop. It’s the new marketplace, and social media is the new “word of mouth”.
And photos will be crucial to drawing your prospective guests. So make sure you have Instagram-worthy shots of your property. You can include interior décor accents, actual photos of guests enjoying their stay, local attractions in your area, and ongoing or upcoming events.
Share any positive comments or reviews you receive from satisfied customers.
And be sure to stay active on these sites. Make it a habit to respond to comments, update information, and add valuable content. This will keep your property visible and your audience engaged.
It really isn’t just your space you’re selling, but also an experience.
Studies show that positive experiences are highly effective at driving sales. They create real-life, real-time connections, significantly improving the way consumers perceive a particular brand.
If you sell a positive experience worth remembering, you’ll leave a mark not just in your guests’ minds, but in their hearts as well.
Do you have a spacious yard? Offer breakfast al fresco or an afternoon barbecue — served by you.
What’s different about your area? What are the unique attractions? Capitalize on those, and take your guests on a personalized tour. A visit to the local brewery, bargain hunting at the weekend market, a crash course at your neighbor’s pottery class. Travel is about experiencing a place, not just seeing it.
You may want to cater to Millennials, in particular. They’re a huge and growing segment in the travel market, and they’re known to put a premium on experiences. More than 3 in 4 Millennials (78%) choose to spend money on a desirable experience over buying a desirable product.
So think about it — what can you offer this special niche?
Why not collaborate with professionals? Get a pro photographer to shoot photos of your place in exchange for a free or discounted stay. Do the same with a social media influencer or a travel blogger.
You can link with popular restaurants, tourist sites, and travel agencies around you. If your local area has a website or social media page, try to get a listing there. They can help increase your visibility while building a sense of trust in the local community.
Go ahead and provide that “extra something”. It may be a welcome basket of snacks or fresh fruits, a free bike option, a barista-quality coffeemaker, or pet-friendly amenities. Or it may be just your impeccable, exemplary service.
Having a “wow” factor will keep your guests coming back.
Think about the brands or companies you consistently patronize. Do you buy them solely for the products and services they offer? Or something more? Chances are they offer a value that others can’t, and that value compels you to do business with them.
Have a guestbook handy for customers to write their reviews on. If you get positive feedback, that’s a plus! You can use those, as well as any you get on Airbnb and other booking platforms, as shining testimonials to post on your website and social media.
And take those comments to heart. Find out where you can improve, and make a conscious effort to keep doing better.
Ready to learn how we built & operate a $2M/year short-term rental business, operate properties throughout the USA remotely, and acquired 70+ properties without owning any in just 2 years? Attend our free online master class to learn how you can do the same. Click here.
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