Direct Mail Cheat-Sheet for Growing Your Short-Term Vacation Rental Inventory
- Start with a great list
- I can’t overemphasis this enough. This is where investing some money up front will save you money in the long run. Think about it… if you’re sending the best looking marketing to the wrong target, it won’t do you any good.
- Over 50% of marketing comes down to your list.
- Great Photography(s) and design
- If you use postcards…
- Choose high resolution photos that represent your brand well
- Spend the time and hire a professional designer to make your brand shine
- Social Proof
- Social proof is a psychological phenomenon where people trust the actions of others to help then make a decision. They feel others may have more knowledge about what’s going on and what should be done. It’s evidence that other people have signed up and found value in your service.
- Trust Icons
- Trust icons are logos and icons that build trust and credibility.
- Examples are Airbnb Superhost, Vrbo Premier Partner, BBB, VRMA Member, Chamber of Commerce, Realtor
- Unique Selling Proposition (USP)
- A USP is the one thing that really sets you apart from the competition
- Features and Benefits
- Features are factual statements of what your service does, describing which attributes set it apart from the competition. Benefits describe why those features matter and how they help your target audience. Benefits entice the customer to buy. It answers the question “what’s in it for me?” They highlight the key features within your rental program
- Compelling Offer
- A compelling offer (also called a “Mafia Offer”) is an irresistible offer your target customer simply “cannot refuse.”
- Risk Reversals
- A risk reversal is a strategy that transfers the risk of a transaction from the buyer to the seller. The seller agrees to make things right in advance if it doesn’t end up satisfied. It’s a great way to eliminate barriers to purchase.
- Call To Action
- Every marketing piece needs to have a CTA that encourages the audience to take action or to do something. It tells your audience what to do with the information you’ve given them. Notice how much more compelling a CTA is when you include a compelling offer to sweeten the deal.
- Consistency, Consistency. Consistency
- This one was so important I said it 3 times.
- You need to commit to it. It takes time but if you’re consistent, there’s an ROI, the math pencils out.
