| The Internet companies involved in advertising | | | | would attract children, point them out as many |
| properties promote themselves and their clients ads | | | | families are interested in occupying their childrens time |
| to attract rental inquiries which are received directly | | | | where family holidays are involved. And the children |
| by the owner or managing agent. These companies | | | | can often have a big influence on whether they may |
| do their best to promote what they are given but | | | | make a booking by knowing this information up-front. |
| the success of their endeavors has a great deal to | | | | - Try to target your Ad copy at the type of clients |
| do with what the owners provide to site users in the | | | | you seek. There is a big difference between couples |
| content of their adverts. It is a joint effort and many | | | | seeking peace and quite and groups of people looking |
| owners do not make the best of promoting their | | | | for night life. Be aware if you have neighbors that |
| properties. This article attempts to give guidance to | | | | the kind of people you are trying to attract are not |
| owners on how to write good Ad copy to attract | | | | going to leave a legacy of bad feeling with you and |
| more interest in your holiday homes. | | | | your neighbors. Target your property type to the |
| The Important Things to Consider In You Ad | | | | people it is best suited to. |
| As an advertiser you want to present to potential | | | | - Describe the atmosphere of your location, the |
| clients the very best aspects of your rental | | | | people and their customs, this adds richness to the |
| proposition and its surroundings. You want to highlight | | | | experience they may find by renting your property. |
| the benefits to your potential renter as seen in their | | | | Explain when and where local fiestas and celebrations |
| eyes. Your Ad proposition should at the very least | | | | take place for example. Remember first time visitors |
| address the issues listed here... | | | | will not know this information in advance and by |
| - Make an eye catching headline summarising the | | | | providing it you pre-sell your Ad proposition because |
| major benefits of the property and its location that | | | | they see not just your property but what kind of |
| would attract the kind of renters you seek. If ideal | | | | holiday experience they may have by renting it. You |
| for a family holiday say so. Target your renters by | | | | need to placate any reservations renters may have |
| identifying what kind of people, couples, large groups | | | | up front by providing clear, concise and complete |
| or otherwise your property would attract. | | | | information that does not require them to make |
| - Make a very clear and unambiguous statement | | | | repeated secondary enquiries. This will increase the |
| about what your are renting. Describe its size and | | | | number of enquiries that turn into bookings! |
| location, whether it is completely private or not and | | | | - When you write your Ad copy ensure you break It |
| point out any shared facilities that may exist. Also | | | | up into byte size chunks with paragraphs breaks. Put |
| point out the proximity to local resources like | | | | the main benefits first, as seen through the eyes of |
| beaches and shops and wether a car is required for | | | | your potential renters. If you have a managing agent |
| practical purposes. | | | | or independent contact person dealing with your |
| - Include as many quality photos as possible of the | | | | clients indicate how these people may be contacted |
| property and its location. Show pictures of local | | | | should it be needed. This will help to provide a warm |
| attractions like beaches and mountain views. Just | | | | feeling that you care about your clients. |
| because you may have 3 bathrooms it does no | | | | - Make sure you point out any safety features you |
| mean you attract more interest in your property by | | | | have in place, particularly where children are |
| including a photo of each. Try to set a balance | | | | concerned. Point out the need for supervised access |
| between the main property features inside and out | | | | to your pool where appropriate when children are |
| like pool, terrace and garden. If there are unique and | | | | involved. |
| interesting things to see include a photo of them to, | | | | - Explain what facilities are available to your clients |
| particularly beaches and country views. Do remember | | | | from TV to Internet. If video recorders and music |
| to take photos in optimal lighting conditions. Use the | | | | systems are on offer make sure you indicate that full |
| sunlight but avoid producing deep shadows by the | | | | instructions for their use will be provided in your |
| position you take the photos. Also with modern digital | | | | house book. Where your private property is |
| cameras you may take many shots before selecting | | | | concerned explain your preferences to respect your |
| 10 or so for inclusion in your Ad. | | | | privacy in these matters. |
| - Make clear the number of bedrooms, sleeping sizes | | | | - Where possible provide information like distances to |
| and the distribution of the bedrooms in the property. | | | | motorways, Major routes, airports, train and bus |
| If you sub-let part of the property separately point | | | | stations where appropriate. Give names and |
| this out. Also indicate if the sub-let can be let to one | | | | telephone numbers of local car hire and taxi |
| individual group along with other parts of the | | | | companies you recommend. Where airlines are |
| property. People will want to know if they are sharing | | | | involved point out which companies travel to your |
| the property or part of it with the owners or other | | | | destination and when as availability of flights might |
| renters. It is better to get clients who know up-front | | | | determine which days are possible to start a rental |
| what to expect, rather than be disappointed and | | | | period. |
| never to return again. You want to pamper your | | | | - If your Ad has an availability option make sure you |
| clients and ensure everything is as described in your | | | | keep it up to date. The enquirer will not make an |
| Ad. Why risk conflict and disputes! You want to | | | | enquiry for dates shown as booked and this saves |
| foster a healthy and friendly relationship with your | | | | you unnecessary work. |
| clients so they may return another day. | | | | - If your property has its own web site with more |
| - Make use of maps, particularly, if available, | | | | comprehensive details the reader can refer to, |
| interactive maps so people can see where your | | | | consider the option of adding a link to this site from |
| property is in relation to other places like towns, | | | | your Ad. |
| roads, beaches, airports, attractions etc. | | | | - Normally your primary contact method would be via |
| - Make your rental tariff clear; distinguishing between | | | | email generated by the company hosting your Ad, |
| Low, Mid an High season prices. Do not over | | | | but these days many people use free email accounts |
| complicate it with a different price for each week of | | | | provided by Google, Yahoo and the like. You will need |
| the year. People will first scan your Ad for prominent | | | | to ensure your enquiries are getting to you and not |
| features that attract them, mainly the photos. They | | | | stuck in some spam filter! Regularly try a test enquiry |
| will not bury themselves in unnecessary and | | | | to your self to make sure it is working. When you |
| complicated detail. Another important issue is that | | | | provide telephone contacts make sure it is clear |
| you do your research to set your prices by looking | | | | including country codes etc. |
| at similar properties in your location and making | | | | - Many companies provide SMS enquiry alerts in |
| yourself competitive! You can do this by looking at | | | | addition to email enquiries. If you use this feature |
| other advertisers Ads. | | | | point it out in your Ad copy so that the enquirer |
| - Make your payment terms clear including deposits | | | | knows you can respond promptly in case you are |
| and when due. Ensure that you explain the method | | | | not at that time able to respond to your email. This |
| required to transfer funds. Also spell out if a | | | | way you wont leave them hanging wondering if you |
| breakage deposit applies, how much and the terms | | | | got their enquiry. |
| of release. | | | | - One final point is to make it very clear when your |
| - Take care to describe what arrangements are | | | | change over times are. You want time to clean the |
| made for cleaning and who to contact in | | | | property for the next renters so you should say |
| emergencies. Say you will provide a house book for | | | | when clients are expected to vacate the property |
| important telephone numbers, doctors, police, | | | | and new visitors should be given a time to take |
| hospitals, the pool man and how to work the | | | | possession. |
| washing machine etc. | | | | There are many other aspects to promoting such |
| - Offer advise on local amenities like supermarkets, | | | | property Ads on the Internet, which I may go into in |
| shopping and other local facilities. Give names and | | | | a future article but for now if you try to address all |
| directions. | | | | the points raised in this article your Ad will definitely |
| - Recommend places to eat, restaurants, things to | | | | attract more interest, raising the prospects of a |
| do and see. Where there are local attractions that | | | | better rental season. |