When you give something a name, you’re making it clear to the rest of the world: this thing is special, or at least special enough to have a name.
Cars, boats, and guitars are a few of the many common things people like to name. But it might be time to add vacation rentals to that list.
Branding is an important part of this industry. As a vacation rental owner, then, you should do your best to establish a sleek, consistent brand with your content on whichever travel sites you’re listed on. Great visual content is a gigantic piece of the branding puzzle, but other elements like well-written copy, unique color schemes, and yes, property names, can also be super impactful.
Here are four quick reasons why you should name your vacation rental:
A name makes it special: With a name, your home isn’t just an address anymore. Visitors aren’t going to remember the address, the same way no one remembers that they stayed in room B408 during their most recent hotel visit. A name indicates to travelers that your home is a one-of-a-kind accommodation—not to mention, it differentiates your rental from the competition. Which is essential because…
Properties with names convert more on OTAs: This is especially meaningful right now, as online travel sites experience a boom driven by pandemic-related travel trends. Vacation rentals are commoditized on OTAs, and travelers browse those sites searching for the best deals and experiences. Naming your home not only helps it stand out on the virtual store shelves, so to speak, but it also makes it easier to find when travelers utilize search engines. Which is exactly why…
It helps with SEO: Quite simply, a name makes your home findable. Beyond that, though, travelers tend to broadcast their adventures on social media, and a property with a name is easy and fun to share. That is free advertising for you! All that posting and sharing can only help your cause, and travelers are excited to do it because…
Names tell a story: Check out Chesa Madrisa up in the Sierra Nevada Mountains. This isn’t just a “Cozy Cabin” or “Lodge #541” or something generic; no, this is a Swiss-inspired mountain home owned and run by an actual person. That person’s grandparents built this home—it exudes charm and character and love based on its name and story alone. That sort of history and detail can lure travelers to your doorstep, and it also sets their expectations that your home is decidedly not run-of-the-mill.
Okay, so clearly, naming your property has plenty of benefits. But that begs the question: how do you go about doing it? Even further, once you have a name, how do you advertise it? Let’s break it down.
How to Name Your Vacation Rental
This is the fun part! Whatever you name your rental, it should pack some meaning. What is the property’s history? Is it a family heirloom? How about its location—any amazing views or famous landmarks? These are all good jump-off points, just keep in mind: the more unique, the better. That way, your guests will be excited to share their experience at [insert your amazing property name here].
To that end, you might also consider purchasing an Internet domain name or even building a landing page for your home. That way, travelers have something concrete to pass along to others.
How to Advertise Your Vacation Rental
This is the tricky part! Well, maybe not so much “tricky” as it is demanding of your care. Like tending to a garden, advertising your vacation rental by using the awesome name you’ve given it requires a little bit of patience and a little bit of knowhow.
A well-rounded strategy means your property’s name will appear in the following places:
- Exterior Signage: While adhering to municipal signage regulations, you should brandish your property’s name proudly. You can do that with stylish exterior signage, but if that’s not feasible, you can display the name in a window or have it printed on the home’s doormats.
- Property Description: When you list your rental, the description field is a perfect place to point out its name and share its backstory. That creates an instant connection between your property and potential guests—a connection room B408 at the local hotel could only dream of.
- Photos: Snapping good photos of your vacation home is an art form, and at least one of those photos should be of your property’s name. Whether it’s an exterior sign, the doormat, or a sign inside the window, be sure to include a clear shot of the name in your reel.
- URL: If you decide to invest in an Internet domain name or landing page, your property’s name should be part of the URL address. That makes it easy to find away from online travel sites, and again, easy for guests to share so you can rack up those free advertising points.
Finally, when naming and advertising your vacation rental, take some time to consider your strategies as part of your larger brand. Maybe that sounds a bit intimidating, but it doesn’t have to be; you aren’t here to become the next Nike or anything. Really, you’re just trying to rent out your vacation home as effectively and efficiently as possible, and branding can go a long way in helping you achieve that.
A solid name for your home is also a solid foundation for your brand. To close, here are a few quick tips to elevate your branding game:
- Know your target audience and competitors (Revenue Management plans can help with this!)
- Establish a focus, a theme, or a personality and stick to it
- In addition to a property name, try to come up with a memorable tagline or slogan
- Be consistent across all platforms, including personal websites, social media, and OTAs