Social media has been an important form of marketing for years now. Holiday homes are no different, so it’s important to have some presence online before you start listing. We know it’s daunting, but if you stick to it you will be able to reap the rewards in no time. So how do you manage a holiday home social media account to engage with both old and new guests?
Update your holiday home social media regularly
The best way to connect with new and previous guests is by keeping your social media regularly updated. You don’t necessarily need to post daily, but at least three times a week. We know it can sometimes be difficult to find content, so think about what your guests want to hear. It doesn’t always have to be about your property. You can highlight local restaurants, talk about what’s going on in the area or simply share some photos.
Ideally, you want to spark a conversation – so include a question at the top of the post. For this reason, we also reckon Facebook and Instagram are the best options. You might want to include other platforms later, but stick to those two when you’re first setting up your online presence.
Speak like your guests
You should know your target market by now – so it’s important you also speak like them. Overly formal language can make your business seem cold, but going too far the other way will be met with cynicism. Your holiday home social media should strike a good balance. Think about how you would speak to someone from your target market in person, and keep to that tone.
This isn’t always easy – but there are a few ways you can figure out your voice. Take a look at social media influencers whose audience includes your target market. Chances are they’ve managed to find their niche by posting in the correct language. Use these as reference points to help you hone your own voice.
Consider a newsletter
Newsletters are a great way to speak directly to previous guests. Social media is open and for everyone, whilst holiday home newsletters will only ever be seen by people who have agreed to sign up. This gives you the chance to tailor your marketing further. Here you can offer special discounts for previous guests, and write a few special updates about the local area.
So how do you get newsletter subscribers? The easiest way is to include information in the welcome pack. We also recommend including a link in any digital communications – as this is how most people will sign up. If your property tends to attract younger guests, you can also consider establishing a WhatsApp newsletter instead.
Include holiday home related content on social media
Great content is an excellent way to build an audience on your holiday home social media. This doesn’t need to be a lot – once every fortnight should be enough. This gives you the chance to show off the local area, as well as your own expertise. You can also keep people updated on the property and your business: a useful tool if you plan to expand.
Written content is the quickest to get out – especially if you have your own website. If not, much of this can instead be funnelled into your newsletter. If you’re thinking about creating content for social media, videos and photos generally work much better. Keep the social media content light-hearted and visual for the best results.
Offer exclusive discounts to followers
We already touched on discounts in newsletters – and this is perfect for reaching out specifically to previous guests. But what if you want to attract more guests? Social media offers and competitions are a great way to build your audience. Offers should be doable – so no big discounts. Instead, opt for something like a free hamper, small discount or tickets to a local attraction.
With the latter, this is also a great way to work with local businesses. Likewise, a competition gives you opportunity for cross-posting if you are working with another business. Set up the competition alongside a local boutique with following both businesses as the requirement for entry. Don’t forget to encourage comments, as engagement helps boost your post further.
These are just some of the ways that you can engage with old and new holiday home guests on social media. In general, it involves a bit of trial and error – so don’t expect immediate results. If something works, keep going but don’t let things get too stale. If this all sounds a little bit daunting, a holiday let management company can take care of it for you.
Short Stay St Andrews are experienced in all aspects of holiday let management – including sourcing, refurbishment and guest turnovers. With over 1000 5-star reviews, we have years of experience behind us. We’re also based right in the heart of St Andrews, so we know the local holiday home market like the back of our hand. Get in touch to find out more about how we can help you.
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