Data-driven branding: Key strategies for vacation rentals
Property managers know the game: data-driven decisions and guest-centric branding are the secret sauce to success. By understanding your audience and creating a brand that speaks to their hearts and minds, you can attract and keep guests coming back for more. As part three of sojo’s marketing playbook, we’ll dive into how to make your vacation rental business stand out from the crowd.
Using tools like Google Analytics and Facebook Insights is like having a crystal ball for your business. These tools give you a sneak peek into your audience's world, showing you who they are, what they like, and other traits. You can see things like their age, where they live, what devices they use, and even which pages on your website they love the most. It's like having a personal assistant who tells you everything you need to know about your guests.
Data also reveals the journey your visitors take before they land on your website. You'll see how they found you - whether its from direct from your site or paid ads. It's like tracking their steps on a treasure map. Knowing whether people are visiting your website on their computers or phones is also important. You want to make sure your website looks great and works smoothly on all devices.
BONUS TIP: Ever wondered how your website visitors interact with your page? Streamline's got you covered.
With their Hotjar integration, you can watch your visitors in action, see if they're clicking around because they’re lost, or scrolling because they can’t find what they’re looking for. It's like having a secret camera in your living room, but for your website.
This will help give insights on how to adjust your website design to best accommodate the user experience. Use this intel to make your site a total breeze to navigate and keep your visitors coming back for more.
Gather and analyze guest reviews to get a firsthand look at what's working and what needs improvement. Use tools like ChatGPT to quickly identify the highlights and lowlights of their stays. Have a team meeting to discuss your ideal guest and what sets you apart from the competition.
Upload those same reviews and ask ChatGPT to help you identify areas for improvement by asking: “Can you identify common improvement areas?”
By seeing where your website visitors are coming from and whether they're flying or driving, you can get a sense of what your guests expect when they arrive. Why are they choosing to stay with you, and how can you help them prepare for their stay? This information is crucial for building and using guest personas.
Gather all the data you have with the tools and resources listed above to create detailed guest profiles. This will help you better understand your guests, their thoughts, and their motivations. With personas, you can identify what they want and how to market to them. What can you do to make sure they leave happy and satisfied?
Segment your properties by type or category and by guest personas to help guests book the perfect home. This can also help you upsell! By understanding your guests and tailoring your offerings, you'll create a memorable and successful experience.
We've created a handy template to help you build detailed guest profiles.
Use it to make sure you've got all the bases covered. Once you know your guests inside and out, check that your brand's style, vibe, and communication match up. It's a good idea to do a communication audit, too. Having these guest profiles will help you make decisions about your marketing strategy that really resonate with your guests.
Does your ideal guest prefer phone calls or emails? What's your brand's tone? This is super important for marketing, and it's helpful to review it with your team to make sure everyone's on the same page. Make sure everything you say to your guests—from your website to your social media—is right on target. This will help them feel valued and cared for.
By understanding the importance of data-driven decisions and guest-centric branding, you can elevate your vacation rental business to new heights. Remember, knowing your audience inside and out is the key to creating a brand that resonates and keeps guests coming back for more.
So, grab your data, dive into your guest reviews, and let these tips guide you toward a more successful and fulfilling vacation rental journey. And as always, if you want sojo’s help to make your brand the hero, grab some time for a quick meeting!
sojo is an Amenity Automation Platform for Vacation Rentals. With more than 20k properties on our integrated platform, we’re able to support property managers and their staff to keep turn days automated and the products a welcome surprise to their guests.
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