Your go-to guide for vacation rental copywriting

Chances are that you’re a property owner and not a writer. The prospect of writing listing descriptions, social media captions, emails and even blogs for your vacation rentals can feel confusing and even downright impossible. 

Your first instinct might be to outsource to a professional copywriter to help you get the job done. And by all means, that’s a great option.

But the good news is that there are some tips and tricks you can start with on your own time that could prevent you from having to hire someone. 

Here are 7 action items you can use to amp up your vacation rental copy and get you more bookings. 

1. Speak authentically to your target audience 

For most people, booking a vacation is a major decision that takes a lot of planning. Nothing’s worse when you’re on the hunt for somewhere to stay and you’re reading descriptions or information that just doesn’t speak to you. At all. 

When writing for your vacation rental, make sure you’re using “you” throughout your copy and not speaking vaguely to a large audience. Know your guest’s potential concerns before they even book with you. 

Be an expert on your area and write in a sincere and authentic way. When people read what you write, it should feel like someone welcoming them home, not someone speaking to a complete stranger. 

2. Match your property’s vibe 

Is your rental a comfy, cozy getaway away from the hustle and bustle of city life? Is it on the warm and sunny sands of Miami Beach? Or is it a modern high-rise apartment with an expensive feel? 

Especially when you’re writing listing descriptions, make sure the tone and the language matches up with your property. 

• For a comfy getaway like a log cabin, use words like “rustic” and “charming.” 

• For a Miami Beach property, use “vibrant” and “shimmering.” 

• For a high-rise in NYC, use “elegant” and “luxurious.” 

3. Show the story, don’t tell it 

Everybody and their dog can say their property is awesome, cool and amazing. Unfortunately, that doesn’t bring in more bookings. 

When people read about your property, they want to know what the experience is like. 

• Will they be able to take in a breathtaking view of the Rockies? 

• Will they step off their back porch and feel the softest sand they’ve ever felt between their toes? 

• After a night out, will they be able to hear the sound of waves crashing from their bed? 

That’s what people care about. Stay at your property. Experience the area your property’s in. 

Then write your description. Don’t use bland and generic words that everyone else uses. 

4. Emphasize those selling points 

Everybody has different interests - whether that’s being outdoors, seeing art, trying new foods, wine tasting or hanging out in a hot tub. 

Take advantage of these things. Is your property in a city center where the art and food scene are thriving? 

Is your property nearby a bunch of eclectic live music venues? Is it an escape with a view and a hot tub? 

Again, take advantage of these things. Don’t just casually put them in your description copy.  

Emphasize them and make them a focal point. You’ll attract people who are looking for the exact experience your property can offer. 

5. Research, research and research some more

Checking out your competition isn't a bad thing. In fact, it’s a great way to figure out what’s working when it comes to listings in your area or listings in similar markets. 

Look at their reviews, their descriptions, how they promote themselves on social media or even other content they put out. If their bookings are flooding in, use similar keywords in your descriptions. 

See how they’re describing the area and if you can draw any inspiration from it. 

Pro tip: NEVER plagiarize what someone else is doing! Just observe and take notes for your own property. 

6. Make a lasting impression 

The best thing to remember when you’re writing for a description, an Instagram post or a blog for your website (or free download) is to not be cringey or salesy. Yes, your goal is for them to book with you. 

But you don’t want them clicking away from your description feeling like they just read something super slimy or pushy. Take the opportunity to share a story with your audience or to educate them. 

Don’t push them or sell them. That always has the opposite effect. Once again, being genuine and authentic will make someone want to buy from you more than shoving your property in their face. 

And hopefully when they book and have a great experience, they’ll be booking with you any time they come back to visit your area. 

7. Create a frequently asked questions (FAQ) section

An FAQ isn’t only great for your property’s search engine optimization, but it’s also another way to build trust with potential guests. You can get an idea of how to formulate this section by looking at other rentals in your area.

Some helpful questions to answer might be:

• How far from the airport is your property?

• What are some popular destinations close by?

• Is there Wi-Fi?

• Will there be instructions for checking in and checking out?

And many more. Make sure you’re answering questions that will directly impact your guests’ experience.

After making it through this guide, I hope you’re feeling more confident in writing your vacation rental content. 

If you still need a helping hand, let’s jump on a call. I’m happy to answer any questions or take the writing off your hands entirely. 

I can help give your content the reboot it deserves and get your bookings back where you’d like them to be.