3 Types of Marketing. Pick 1

Not all properties should do marketing the same way.

• Some do great on social

• Others are better with search

Guests are different on almost every level. Some want the experience of:

• Staying close to a national park

• Not needing to leave the rental

• Playing 16 pickleball matches before lunch

Even though everyone's different, there are only three categories of stays they book.

• The stay is the thing

• The stay near the thing

• The stay

Each stay is found and booked differently. Let's talk through the criteria:

The Stay Is The Thing

If your stay should belong on a billboard, choose this strategy.

People don't know you exist and won't search for you. That means you gotta find them.

The best way to do that is through social media.

Social media is built to show people content they like based on their past interests.

For example, my Instagram feed is only:

• Plane spotting

• Cool airbnbs and hotels

• Shane Gillis

Because in the past, Instagram noticed I would watch that content longer then anything else.

Here's a litmus test to see if your stay falls under this category:

• Consistently post on Instagram for 45 days.

• Advertise on Facebook and Instagram.

• Follow influencers and comment on their posts.

Then, this should happen:

• Your 45th post did substantially better than your first.

• More people are liking, commenting and sharing your stuff.

• Clicks from ads are almost free.

• Influencers want to work with you.

That's it!

The Stay Near The Thing

This place is near a popular attraction (the thing). Like a national park or beach. Demand is often abundant.

You need to stand out in a saturated market by being everywhere people search for stays like yours.

Keyword: Search

There are two ways to become the king or queen of search in your market.

1. SEO

2. Google Ads

SEO is website content. Create website content for local topics like:

• Popular tourist attractions

• Trails near you

• Best restaurants

• Etc...

With Google Ads, you're just paying to be at the top-of-page for terms your guests are already searching.

Note: Avoid search terms with "airbnb" in it. Airbnb will almost always get those clicks.

Instead, go after terms like "vacation rental", "short term rental", "rental", etc.

The Stay

This property isn't unique or in a high demand geo area.

People don't know you exist, aren't searching for you and the geo region isn't cool - yet.

If this is you, your best bet is to execute every strategy we've talked about so far.

• Social media

• SEO

• Google Ads

But the approach is different. Let me explain.

Social media:

Don't focus on your stay, do this instead:

• 80% of content should be about the area

• 20% is about the stays

• Collaborate with the Chamber of Commerce or DMOs

SEO + Google Ads:

Don't go after terms like "vacation rental in {city}." If you're not near a popular area, no one is searching for it.

Instead, folks in the nearest big city are searching things like:

• Vacation rentals for families

• Cabins for rent on a lake

• Rentals one hour from {city}

Their demands are simple. They need a stay that fits the subject matter.

Go after them.

Your Move

It is possible to be a hybrid.

Example:

Glamping domes (unique) near Acadia National Park (the thing) would do really well with social media + Google Ads.

If you still don't know which strategy to pick, I made this quiz to help. It takes 30 seconds. Enjoy!

That's all for today. I'll see you in the next article.

P.S. Wrapping up my first week as a Boston resident. I’ve done some pretty exciting things so far:

1. Saw a ship

2. Measured the distance from my front door to Chipotle (3m 23s)

3. Found the best coffee shop on my street after trying all of them

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running Lodge Social.

Our marketing team will help you get more guests to like, share and book.

Work with me and my team here.

Links you might like:

1. New Instagram content to test in 2025 (The Unique Stays Guy)

2. How to make a $100K from your airbnb or hotel with social media (The Lodge Social)

3. I’m doing a webinar twice per week until August 15th. Register for free (Webinar)

4. The 8 best road trips in the USA (Wander)