Visibility is everything in the ever-competitive world of short-term rental. A beautiful apartment with top-notch amenities won’t help you get a steady income if travellers can’t find it.
Using platform strategy to maximise ROI
Platform strategy is what that is. Listing your property on Airbnb and praying for the best isn’t enough. It’s a question of understanding how platforms work, using their tools wisely, and playing the algorithmic game in your favour.
I want to be clear: if you want to increase your rental ROI (return on investment), you need to play the game strategically, not logistically.
What Is a Platform Strategy?
A platform strategy is to leverage the online marketplace (Airbnb, Vrbo, Booking.com, etc.) as a passive list and an active tool to drive traffic, bookings, and more earnings.
Consider these platforms as more than a storefront. They are ecosystems, and learning how to play in those ecosystems well can mean the difference between an empty property and a property that books months in advance.
This includes creating high-profile listings with high-quality photography, optimised SEO, and appealing descriptions.
Diversify Your Listings
Many new hosts tend to put all their eggs in one basket. Airbnb is dominant in many markets, but if your location or audience is better suited to Vrbo or Booking.com, they might be the better option.
For example, if you have a family, you would expect to find families on Vrbo, and if you are a digital nomad or weekend traveller, you might expect to see Airbnb.
However, simply copying and pasting the duplicate listing across all the platforms without customisation wouldn’t yield much.
Every platform has its quirks, from image optimisation titles to character limits, price algorithms, etc. Your listing should be tailored for each platform, descriptions should be rephrased to match the tone of the marketplace you’re posting on, and keywords should be considered with the way people search in mind.
In addition, a channel manager or property management software (PMS) should be used to keep all calendars in sync. Not only are double bookings messy, but they also ruin your visibility and credibility.
Master the Algorithm
Like Google, rental platforms have internal algorithms that decide which listings get seen and which don’t. These algorithms consider factors like
- Response time to inquiries
- Review scores
- Booking acceptance rate
- Price competitiveness
- Cancellation history
- Listing completeness
The good news? Your competition for local listings is smaller than the millions of SEO rivals. Small changes in your operations can produce significant results in this field since you compete in the local market.
For example, Santa Clarita property management requires you to market your property (or properties) only in California, using keywords that highlight the location.
To maintain your algorithm approval, you should respond to guest communications within an hour and only deny reservations when necessary while keeping your availability calendar current.
Placing Superhost emblems and platform labels on your profile helps you stand out more to potential guests.
Use Dynamic Pricing Tools
Successful hosts do not permanently hold a single fixed price rate. They employ dynamic pricing technology from companies like PriceLabs, Beyond Pricing, or Wheelhouse, which monitors market changes to determine the best prices for their rentals.
Dynamic pricing tools optimise pricing by growing profits during busy times and preventing price drops during quiet periods. When you set optimal prices, your earnings go up along with your rental occupancy. This makes your listing stand out on platforms that reward active hosts.
Nail the Visual First Impression
When your property pictures do not match its beauty, online visitors will skip your listing. Online shoppers form their rental choices instantly from visual details because rental competition fills the market with listings.
The key is to make your rental property more attractive with simple upgrades and then capture its appeal with high-quality photography.
Get expert help taking pictures of your property or discover basic photo lighting techniques yourself.
Showcase the home’s special qualities, including the reading space, balcony scenery, and stylish decorations, while presenting an attractive main picture.
Keep your photos horizontal since platforms work best with horizontal layouts, and display your rental’s advantages in natural light with cleanliness in everyday living scenes.
A listing that looks ordinary will receive ordinary treatment.
Boost Reviews Through Experience
Positive client feedback carries more weight than any advertising method. Both the platform algorithm and guest visitors use reviews to confirm quality. To achieve better reviews and ratings, you must not just be a polite host but also create outstanding experiences for your guests.
Every guest experience starts with simple touches such as a handwritten note, wine selection, high-quality coffee, or maintenance of spotless facilities during check-in. Social qualities lead to positive online feedback. Gently remind your guests to review their experience through polite requests.
Respond to guest reviews as a normal part of your hosting activity. Your responses to guest feedback demonstrate your dedication to guest satisfaction.
Embrace Data and Analytics
Every major booking service includes analytics tools, which you should utilise today. Review your data to see which photos attract the most clicks and where traffic comes from while learning how many visitors see your listing versus book, plus where you lose potential guests before they book.
Too elevated nightly prices drive customers away from your listing. Low engagement rates with your listing indicate problems with the thumbnail picture. Data reveals what is happening and suggests which problems need attention.
AirDNA gives you access to competitive market data to monitor your rivals. These tools will show you how full your market stays each season and what guests are willing to pay so you can make smart choices.
Bonus Tip: Build an Off-Platform Following
The simplest way to be seen online comes at the expense of major payment fees. Making your website and newsletter for guests will provide you with a solid long-term return on investment. Guests who experience your direct booking deals and brand-centric services will continue visiting you directly next year.
Running your website enables you to manage your brand, share stories better, and handle customer relationships, which leads to longer-term guest relationships.
Final Thoughts
The platform strategy needs continuous improvement through testing and adjustments to deliver maximum results. What generates the highest profits for rental businesses is not tied to lavish amenities but to strong guest demand and positive reviews.
Making platforms benefit your business is a wise step in property portfolio management.
The location holds less importance in short-term rentals than generating guest interest and bookings.
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