Are you starting a vacation rental business? Is your business established and you want to increase your bookings? Crafting an accurate property description is the first step with marketing your property.
Use Descriptive Language in Your Property Description
A property description focuses on your property’s features. A well-written property description is a marketing tool to increase bookings.
Start by brainstorming a list of adjectives that accurately describe your property. This gives renters a realistic picture of the property. Do not exaggerate your property or its features.
Renter’s book a property based on its features. If you exaggerate these details, renters may be disappointed. This may lead to negative reviews or a damaged brand. As a rental property, you want renters to trust your management and services.
Honesty is the best policy, as the proverb says.
Besides negative reviews, why is honesty so important? Because there is a target audience for every type of property.
If you own a humble cottage in a Northern town, then say so. There is a renter searching for this charming location. Accurately describing your property size, location, and features is the best way to get bookings.
Avoid Vague Phrases
The opposite of writing descriptive passages would be vague phrases. As you write your property description, avoid making general observations. Some examples are:
- Near the ocean
- Next to the highway
- Not far from the airport
- In town
- Quiet neighborhood
- And more
You might find yourself using these phrases. Are these phrases wrong? Of course not. But do they represent your property’s features? Can an artist paint your property using these phrases? The answer is no. Your final property description should be as specific as possible.
General language is open to interpretation. The same rule applies to your property description. New renters do not know what your property looks like. A vague description allows them to envision what they want. This sets unrealistic expectations and confusion for what they’re paying for.
Avoid vague phrases and use specific and detailed language. Try:
- Two blocks from the ocean
- One mile from highway I-40
- Ten-minute drive from the airport, with traffic
- Property overlooking town square. Sandwiched between the original pharmacy and local bookshop
- End unit of a retired, over 50 neighborhood
Using specific language allows you to describe your property and surrounding location. These details point toward the type of renter who would book these properties. Your language influences your target audience to book your property.
Keep the Abbreviations to a Minimum
If you’ve ever looked to purchase a home or apartment, you’ve seen their property abbreviations. In the property overview, this is fine. For instance “Beachfront Oasis, 4 BR 3 BA Sleeps 6.”
For your actual description, write the words out into complete sentences. Not only does this make for an easier read, but it gives your property description a personal touch.
Here’s an example of an abbreviation description and normal write-up. This property description was for a house on the market. Vacation rentals do not sell their property, but they may write in similarly abbreviated formats.
Can you understand the first property description? You will if you’re in real estate, or well-versed with industry lingo. The average person clicking on your property might not. These abbreviations appear choppy and impersonal.
The goal of a property description is to entice renters to book your property.
It is more inviting to write out a paragraph form of your property description. Use pronouns like “we” and “you” to welcome the potential renter. Allow them to imagine themselves in your rental property.
Your Property Description Should Tell a Story
Part of welcoming and enticing the reader is to show them your property’s unique qualities. What experience does your property have to offer? What made you fall in love with this property?
Building on descriptive, accurate language in a traditional format tells your story. Try to avoid long sentences or phrases. You want renters to have the capacity to skim your property description.
Highlight key information in short sentences. Focus on the gems of your property. Remove extra fluff. Your information should influence the reader to book your property.
Save the Restrictions for the End
Part of describing your property is articulating your rules.
- No pets allowed
- Renters above age 25
- No groups of 10 or more
- And more
You may want this to be the first sentence of your description. “No pets allowed! 3 bedroom, 2 ½ baths, apartment overlooking Times Square…” You may think you are saving pet owner’s time. Instead, you are giving a negative impression.
Always remember the goal of your property description, to get bookings. You want to set an inviting tone. Do not focus on your rental’s restrictions.
First, write your property description and what you have to offer. Second, bullet and specify any rules associated with your rental. That way if a person is interested at the end of your property description, your list of rules will answer any additional questions.
Renters can see the property’s potential before reading restrictions. This increases their likelihood to rent, even if this means leaving pets at home.
Also, do not write in caps. Italicize or bold phrases for emphasis. Writing in caps appears that you are “shouting.” Your intention might be playful, but this could isolate renters away from your property.
Polish Your Property Description with Professional Photos
Attach photos to accompany your property description. Here is how we make sure your description is accurate. Professional photos visually support your property description.
Professional photos may speak to your renters more than your property description. The combination of high-quality photos and a truthful property description shows renter’s your brand.
Your Property Description
You now have the key items needed to draft or revise your property description. Use accurate descriptions and professional photos to market your unique brand. These details will increase your bookings and property visibility.
How was your experience? Share your vacation rental insights in the comments below.