Website Strategy, Part One
By William May
Published: 01/19/04
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Comments: 0
Whether you are self managed or use a property management firm you gotta have a website if you want to maximize income. In recent weeks I've been getting lots of questions about website strategy. For Example: David White from Rock Creek Cabins (RockCreekCabins.com)RockCreekCabins.com asked,
"Sometime in the near future I would like to see some discussion on posting rates on web sites. Also, the pros/cons of giving customers the ability to book reservations thru web sites."
And what gives me the right to speak to that subject? Well because those decisions go to the core marketing decisions that I've been studying for 30 years of doing print, broadcast and other kinds of advertising and marketing. I may not know it all but I do grab on to ideas I stumble upon. If I have a core conclusion about business (having rooted around inside hundreds of them) it is simply this, "Well run businesses do everything on purpose." There are no silver bullets, no perfect solutions. Every industry, every company is different. But if they think strategically, if they do things on purpose, they usually succeed.
BASIC QUESTIONS:
To design a website "Doing things on purpose" means going back to the basics. Before you start (or redesign) your site ask this question, what am I trying to accomplish? For most of us the answer is we are trying to attract renters. Pretty simple. But you may have other goals.
For example: Do you want guests to telephone inquiries or to email them? (Remembering that they may call in the middle of the night) If so, then you may need to install a second phone number that you can turn off after "Business Hours." In that case it would be smart to post your hours on your website.
Are you willing to return phone calls? (You would be amazed at the huge percentage of businesses who fail to do that). If so you'll need to have voicemail or an answering machine with a short but informative business like message on it.
Do you like speaking with "prospects" personally or would you prefer to handle email correspondence only. Not everyone is cut out to be a telephone salesperson. In this case you may want to omit your phone number from your website. (Even if you ask to only be contacted by email, believe me, they will call at all hours.)
Naturally the answer to these questions differ if you are not self managed. In that case you'll have to designate the manager to be contacted on your website so learn their preferences about phone calls or emails. Ask them and design your site appropriately. By the way, if your manager restricts access to his staff in anyway, you probably need to find a new firm because one of the reasons you use a manage is to take the sales burden off your shoulders.
MANY TACTICS:
You may be finding my advice so far requires you to think through each aspect of your website, and I hope you will do that for your site. But to make the process speedy I'll now outline some of the tactics you may want to employ in your website. Tactics hat are bound to produce results.
STRANGE TEST QUESTION:
But before I go through the laundry list let me explain a strange idea that has come about because of the web and that may have changed the face of marketing forever. It is this:
"The web allows us to provide more information than ever before. It allows us to organize it dynamically meaning viewers can pick and choose which information they look at by following links. Plus it allows customers to dig into that data at any place and time and often without our knowledge. In some ways that is scary because, unlike in-person sales, people we don't get to pick, choose what they see. Really for the first time, they choose how they want to be sold."
All of that means we have an opportunity, perhaps the requirement, to sell differently than ever before. To accomplish that I have taken to applying my strange idea, a kind of test really. It is based on the premise (which may not be true for all of you) that each of us can all get sufficient leads But it asks if can we get the best ones and, more importantly, how can we secure bookings while cutting the time we waste on prospects who will never buy?
The solution is to follow a "Tell Them Everything" Theory:
PROVIDE ENOUGH INFORMATION SO SOME GUESTS WILL NOT BUY YOUR PRODUCT.
Sounds crazy doesn't it? But fully informing the customer before they phone or write will save you a great deal of time.
As an example: If you accept pets feature that fact prominently on your site.
The "I gotta bring my well-behaved, well-mannered, quite, small (you fill in the adjective) pooch" people will flock to your rental. But the "I fear they'll be a faint tale tell smell of man's best friend" guest won't waste time to call.
And if the negative side of the Tell Them Everything works, it will work in the positive. Give viewers a wealth of information and then, if they call to book, you know they are a well informed and appreciative guest.
In short, provide all the information you can so that customers can "self quality" themselves before calling.
FABULOUS PHOTOS: Vacation Rental Websites have improved markedly since the inception of the web. Originally home owners were delighted to snap a digital photo and throw it on the web. But now viewers expect high quality high-resolution photos, with proper lighting. Owners should use software to light balance the photo for a great effect. I'm not suggesting you make your place look better or different than it is. But even sophisticated digital camera photos need manipulation to make the photo look like what a visitor's eye will perceive when they arrive.
LOTS OF PHOTOS: No home is perfect, but don't hide anything. Take shots of every major room, and from various angles. ALWAYS include exterior shots and photos of your resort or community. If a feature (like oceanfront or water skiing) is far from the home include it but explain where its located. Do not mislead. Be careful not to slow down your websites photo loading time. Instead, use thumbnail photos that link to larger photos at the option of the viewer.
### So where do you get fabulous photos? If you are highly schooled maybe you can shoot them yourself. But its probably faster, better and cheaper in the long run to use one of the many real estate photographers (even national firms) who have sprung up to service the Real Estate Sales Industry. They are affordable and competent. Call your local real estate agent to get a list of names in your area.
360 PHOTOS: Virtual tours (where the viewer can turn the photo to see a 360 degree view of a given room) are all the rage, and rightfully so. Guest's are becoming very web savvy. They want to know as much as possible before they chunk down thousands of dollars in rent. You can buy this service affordably from most still photographers.
FLOOR PLANS: Probably less than Five Percent of the Vacation Rental websites I view have floor plans. One vacation rental directory website even prohibits them. What a terrible shame. A skilled artistic rendition of the floor plans is wonderful, but even a simply close to scale drawing is acceptable. Your guests will love them. And its particularly helpful for a home where the interior is superior to its "Curb Appeal."
DESCRIBE DESCRIBE DESCRIBE:
I've reviewed over 300 vacation rental directory websites (including the clunkers) and thousands of individual home websites. Few, if any, have sufficient text description. Scanning down the list in some directories makes you believe all the homes are exactly the same. "Lovely/beautiful/wonderful 2BR/2BA cabin/condo/home/chalet/villa." Looks like the drones simply copied each other's ads and it makes it impossible to select which home to click on.
Sure some of the directories have very short "first page" description areas but you can break the mold if you try. And many directories tell me that even in their "inside property"page fields most owners use only 10 to 20% of the space provided to describe (sell) their homes.
And almost no directory listings and few websites have any personality. You and your family may have loved Grandpa's cabin for many decades but if you don't tell them why you are just another face in the crowd. That is double frustrating for guests who may be looking for just that kind of experience for their family.
So the rule is, "Describe, Describe, Describe" and "Personalize, Personalize, Personalize."
Instead of this:
"2BR/2BA condo at Whistler. Very nice. In village, close to lifts"
How about something like this:
"My son learned to ski here. We're so close he'd get up alone, even at age eight, walk to the lifts and have 10,000 feet of vertical in before I rousted myself out of bed. He's 15 now and has been selected for the Canadian Ski team. You won't find a 2BR/2BA condo closer location to the Whistler Gondola."
INCLUDE THE BASICS:
You've heard me harp on this before - - make sure you include all the basics on your website, preferably on the header or footer. Yesterday I stumbled upon a website for vacation rental homes on Whidbey and Camano Islands here in Washington State. Its unusual domain name " (DoNothingHere.com)DoNothingHere.com" caught my eye, as it would for any overworked up all night writer. It is nicely designed even though the home listings suffer from the boring description syndrome.
But I was astonished when I couldn't figure out who really owns or supports the site. No "Contact us", "About Us" or even a phone number. That tells me they don't want to be contacted or they are hiding something. Maybe its really just a front for a website designer? Or some kind of scam? Certainly it is not, but they are missing a big opportunity by leaving out their address, phone or email.
Here are the basics (include as many as you have available) :
- Unit name (pick a catchy one)
- Unit address
- References
- Maps
- Directions
- Links
- Webcams
- Your Name
- Phone
- Email Address
- Mailing Address
- Domain name (so they'll remember it)
- About Us
- Contact Us
- How to Book
- Things to Do
STRATEGY NEXT WEEK:
So we've started to discuss website strategy. Next week we'll get into the meat and potatoes, the quiche and salad. Things like:
- Buying a Domain Name
- Online Booking
- Showing Rates
- Showing your Calendar
- Requiring Guests to identify themselves
- Guest Rules
- Terms & Conditions
These are not simple questions. There is no obvious yes or no, should or shouldn't. So I'll be discussing the pros and cons and will talk about how to do them if they are right for you.
If you're not a member signup today at (VROA.org)VROA.org so you don't miss next week's in-depth and valuable issue.
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INPUT:
As always I seek your input. Please share your tips, techniques, compliments, and complaints on this or any other subject by writing me at Director@VROA.orgDirector@VROA.org.
HOME OF THE WEEK:
How about Mexico this week. Dominick Mullaney lives in New Jersey but loves to spend time at his Casa Mullaney in Playa del Carmen, Mexico. Who can blame him. Take a look at (a1vacations.com/casamullaney/1/)a1vacations.com/casamullaney/1/ .(If you want your place considered for Home of the Week please drop me an email.)
FEEDBACK:
I have been getting your newsletters for a few months and love them. They are giving me info on subjects that I didn't think of before. Like the term and condition sheet.
- Debra, Green Bay WI USA
We try to have fun with the Vacation Rental business - hey its fun owning a rental. But sometimes we have to cover tough subjects like legalities. Glad you found it helpful.
- Wm. May
ONLINE:
Please see these websites for fun:
(DoNothingHere.com)DoNothingHere.com
Author: William May – Volunteer, Vacation Rental Association
Blog #: 0041 – 01/19/04
Comments: 0
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