Branding is an important part of vacation rental distribution.
That means vacation rental property managers should do their best to establish a sleek, consistent brand with their content on whichever travel sites they’re listed on. Great visual content is a huge piece of the branding puzzle, but other things like well-written listing descriptions, unique color schemes, and yes, property names, can also be extremely impactful.
Here are five quick reasons why vacation rental property managers should get into the habit of naming vacation rental properties:
1. Names make properties special: With a name, a property isn’t just an address anymore. Visitors aren’t going to remember the address, nor are they going to remember that they stayed in Villa B157 during their last vacation. Property names indicate that rentals are one-of-a-kind accommodations—not to mention, it differentiates your properties from the competition and helps your rentals stand out.
2. Higher conversion on OTAs: This has been especially meaningful in recent years as online travel sites have experienced a boom driven by COVID travel trends. Vacation rentals are commoditized on OTAs, and travelers browse those sites searching for the best deals and experiences. Rentals with memorable names stand out, and they’re also easier to find on search engines.
3. Enhanced SEO: Quite simply, names make your rentals findable. Beyond that, though, travelers tend to broadcast their adventures on social media, and a house or a condo with a name is easy and fun to share—especially if it’s part of a larger community. All that posting and sharing can only help your cause since it’s basically free advertising.
4. Names tell a story: Visit the website for Chesa Madrisa up in the Sierra Nevada Mountains. This isn’t just a “Cozy Cabin” or “Lodge #541” or something generic; no, this is a Swiss-inspired mountain home owned and run by an actual person. That person’s grandparents built this home—it exudes charm and unparalleled singularity based on its name and story alone. That sort of context appeals to travelers, all while setting the expectation that this rental is not like others.
5. Simplified logistics: These days, many (if not most) guests skip checking in at a typical office and go directly to their unit. Clearly displayed rental names are a lot easier to navigate than lockboxes and key codes, so instantly, guests have a more pleasurable time getting settled.
When you name a vacation rental, it should mean something. What is the property’s history? Does it have a legacy? How about its location—any amazing views or famous landmarks? These are all good jump-off points, just keep in mind: the more unique, the better. That way, your guests will be excited to share their experiences.
Marketing your vacation rental by using the unique name you’ve given it requires a little bit of patience and a little bit of know-how. A well-rounded strategy means your property’s name will appear in the following places:
> Exterior Signage: While adhering to municipal signage regulations, you should brandish your property names proudly. You can do that with stylish exterior signage, but if that’s not feasible, you can display names in windows or have them printed on doormats.
> Property Titles: In your property management software (PMS), you can display names in the property titles. That makes it easier for travelers to find them through all channels, including on OTAs, search engines, or even through your own website’s search function.
> Property Description: When you list your rentals, description fields are the perfect place to point out property names and share backstories. That level of care creates an instant connection between a property and potential guests. Learn how to write amazing listing descriptions here.
> Photos: Good photos are a necessity, and at least one of those photos should be of the property’s name. Whether it’s an exterior sign, the doormat, or a sign inside the window, be sure to include a clear shot of the name in your reel.
> URL: If you decide to invest in an Internet domain name or landing page, your property’s name should be part of the URL address. That makes it easy to find away from online travel sites, and again, easy for guests to share.
Finally, when naming and advertising your vacation rentals, take some time to consider what will work as part of your larger brand—since strong names for your properties can also be a solid foundation for your brand. Here are a few quick tips to elevate your branding game:
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