Who Is Your Stay For? Read this

Speaking to everyone is speaking to no one.

I was talking with a friend the other day on how to get more direct bookings. He was asking if:

• Google Ads

• Instagram Ads

• SEO

• Influencer Marketing

Was the right route to go.

As we were scrolling through his website together, he started talking about all the:

• Events

• Group gatherings

• And weddings

Guests could host.

I'll admit, his property was very nice. It had it's own garden, workout spaces, private hiking trails and quick access to the ocean.

He kept talking about how perfect this stay is for young families and couples.

Unfortunately, I wouldn't have known that if he didn't tell me. His marketing message was all about why someone should book. Not who should book.

So I asked him, "You're telling me all these things. Why don't you tell anyone else?"

If People Aren't Told, They Won't Guess

A lot of short term rental operators are scared to tell people who their stay is for.

Fear that, if they exclude the majority population, they'll lose business.

But, our market is crowded and "best listing wins" doesn't work anymore.

That's why (I'd imagine) Airbnb has added so many categories over the years to their platform.

Guests are aware of their options now and know what they like. Their interests are getting deeper. Not wider.

My favorite rental brand in Minnesota understands this. They know their perfect guest is a young-hip traveler.

That's why they only have young-hip actors in their media.

Which is why they're my favorite brand. I am a young (but no-so-hip) traveler. I always think of them when I'm planning a vacation.

Here are some other examples:

• All of Gatorade's media is for the self identifying athlete. Not just people who like sports drinks.

• Land Rover is only for people who want to take luxury off-road. Not for people who need a mode of transportation.

• Patagonia targets people who are environmentally conscious. Even though their vests are mostly worn by financial advisors and investment bankers.

People are passionate about their interests. If your stay makes the experience of their interests better, they will be less likely to worry about the price.

Exclude The Majority

80% of what I write in this newsletter could be applied to any business.

I could rebrand tomorrow and change my short term rental marketing terminology to "broad business" terminology and keep most of everything else the same.

But I don't. Because I want to talk to you. The short term rental entrepreneur.

I want to use your lingo and go deep into scenarios only you experience. (The other 20%).

And that same idea is conveyed everywhere in my marketing.

• On Instagram: "I talk about short term rental marketing here and on The Lodge Social"

• On my sign up page: "5-minute marketing lessons for rental operators"

• On my home page: "The Short Term Rental Marketing Newsletter"

It is crystal clear who I want to serve. You.

And here's the kicker.

My marketing costs are lower and my results are better because of this.

Speaking to Everyone is Speaking to No One

If you don't know who you're talking to, then no one will listen.

Think less about which marketing tactic will drive bookings and more about who should be the ones to book.

Go back to old you. The one that started the rental.

Why would you want to stay at your place?

Then try to turn that list of thoughts into a marketing message. If it negatively impacts your bookings, you can always go back.

But, I'll bet a wager that you won't go back.

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