The property title is one of the first things a potential guest sees about a home. A vacation rental with a unique, high-quality title stands out from those with blasé, nondescript, generic titles. I’m sure you’ve seen the same recycled clichés, or even worse, back-office ID codes, used as property titles. Why blend in when you can stand out and draw more attention to your vacation rental properties? Ultimately, the property title is a reflection of your brand, and the catchier it is, the more bookings the home ought to attract. What a great ROI for a few smartly placed words! When optimizing your listings on sites like Airbnb & Vrbo, don’t forget to think outside of the box.
What makes your property so unique? If you’re wondering where to begin, start by thinking of your target audience. Remember, the potential guest’s attention span is fleeting, so think about what will attract them to your property over the others.
Second, when creating a property title, make sure to use the max amount of characters offered. For example, Airbnb offers up to 50 characters, and Vrbo and HomeAway require a minimum of 20 to a recommended maximum of 70 characters. Use them all! It will work to your advantage. Also, stay far away from titles that are too generic with everyday words like nice, good, great, or amazing. People use these words all the time in daily life to describe things that really aren’t that “awesome”. Choose more descriptive and specific words that don’t show up every day, like luxury, Insta-worthy, hidden gem, or peaceful. It also helps to highlight the features of the property that make it so special. If the property is in close proximity to a theme park (e.g., Disney World, Universal Studios, SeaWorld), then use it to appeal to travelers who may be looking to stay in a place like yours.
And of course, don’t yell at your guests! If any of your property titles are in all-caps, it’s time to change them. When you use all capital letters in your property title, in the best case, it reads as if you’re yelling, and in the worst case, it looks unprofessional. You don’t want to give that impression unless you want to scare guests away. But we don’t think you do, so trust us, lay off the caps-lock!
Now, are you running any discount or promotions on the listing? If so, don’t make the guest wait until they open the listing to find out; add it to the title. Who isn’t looking for a good deal these days?
Lastly, and perhaps most importantly, remember that an impactful, leading image goes hand-in-hand with a catchy property title. Ensure the main image compliments the title, so the messaging is clear, consistent, and represents the features you’re highlighting. Like I said earlier, the guest’s first impression is a reflection of your brand.