How we market your vacation rental and drive bookings

The battle for bookings can get fierce. Digital marketing can make all the difference in keeping your vacation rental occupied—especially in today’s competitive environment. That’s why our approach to marketing your vacation home is both tailored and targeted.

Instead of getting your home in front of the most people, we aim for the right people, in the right places, at the right times.

How does Vacasa market your vacation home?

Here’s a peek into how we bring your vacation home maximum exposure throughout the year.

We tailor our approach to your area

Because no two homes or destinations are alike

First and foremost, we focus on what makes each market special. So, we customize our digital marketing to every place we serve—from desert communities to lake villages to beach towns. Our approach to marketing Lake Tahoe, CA vacation homes varies from how we market Pigeon Forge, TN cabins.

We constantly track your destination’s distinct audience and what drives them to book. Some ways we do that:

• Working in tandem with the local Vacasa team in your destination (many who were born and raised locally) to create custom marketing campaigns.
• Understanding your local vacation rental landscape, average market performance, competition, high/low seasons, and more.
• Partnering and engaging with local tourism bureaus for more visibility.
• Analyzing previous guest data, giving us insight into booking behaviors so we can create personalized, targeted marketing experiences.
• Understanding your tourism market, including what attractions, activities, and events draw visitors throughout the year.

Channel marketing

We manage your listing on all the top booking sites

More visibility = more bookings. The equation sounds simple, but listing your vacation home on various listing sites is anything but. The first hurdle homeowners face is making sure your home’s details and availability are consistent from Airbnb to Vrbo and everywhere else we market your home. That’s why we do that for you and will sync every detail across every listing you have online.

Here’s how we set up your vacation home’s listing description for success:

We created a vacation home listing that sells

We deliberately designed your vacation home listing to boost bookings, complete with professional copywriting, vacation home photography, and a 3D home tour. Most importantly, we make sure visitors know about nearby attractions and how to best enjoy the local experience.

We placed your home on the top booking channels

For maximum exposure, we published your home where guests are looking and booking, including:

• Vacasa
• Airbnb
• Vrbo
• Booking.com
• Google
• HomeToGo
• Whimstay
  
  

Select properties are also listed on Expedia, Homes & Villas by Marriott International and American Express Select Homes+Retreats.

We sync your details across all channels

No more double bookings or inconsistent details. We keep your listing and calendar accurate, up-to-date, and uniform—platform to platform.

We maintain tight-knit channel partnerships

Thanks to our key industry relationships, Vacasa properties can get more visibility, are often listed at the top of the search results, and are guaranteed dedicated support.

Search engine optimization

We work non-stop to get Vacasa homes to the top of search results

Every stay starts with a search. SEO works behind the scenes to help your home and your home’s market organically secure top spots on Google and Bing searches—meaning more clicks to our website, and more bookings for you.

Our Vacasa team continuously finetunes our SEO strategies, evolving them to keep up with the latest Google algorithm and search result updates (hint: Google likes to change things up, a lot).

Some ways we achieve that:

Keyword research

We start with deep diving into the exact terms that guests are searching for when looking into vacation homes in your area. Then, place those terms strategically throughout our site and your listing—giving you a higher chance of being seen.

Leveraging local lingo

We tailor different pages on Vacasa.com to over 5,000 different keywords, from “Panama City Beach condos” to “Cape Cod cottages,” so our marketing reflects the popular lingo in your area.

Partnering with Google Vacation Rentals

As part of our long partnership with Google, we were invited to be one of the first betas for Google's Vacation Rental feature. Through this partnership, Vacasa homes are shown in Google keyword searches with up-to-date availability and rates. When a guest clicks on your home, they’re led directly to your listing on Vacasa.com to complete the booking.

Continuously create fresh local content

Google loves fresh content. So, we feed it with a steady stream of blog posts promoting travel to our regions—all built around local search terms that travelers are currently looking for. For example, a lot of people Google the best Highway 101 road trip route. So we wrote about it, featuring our vacation homes along the way. When people wonder where to stay for Mardi Gras, they’ll find our recommended vacation homes in New Orleans.

Email marketing

DIV: We have an in with your guests’ inboxes

Our email marketing strategy helps build relationships with future guests and drive repeat bookings. We send 3-6 million emails each week, all targeted to specific audiences or marketing specific destinations relevant to the user.

For instance, we’ll send emails promoting ski resorts and condos to skiers. Or, encourage rebooking by featuring your home in emails sent to your previous guests.

The result? Our vacation homes collectively earn tens of millions of dollars each year. There are strategies behind every email, including what we write about, when we send them out, and who we send them to.

Some factors include:

• Seasonal themes, such as ski season, spring getaways, or shoulder season deals
• Local events and holidays, from Christmas to sports to concerts
• Guest’s previous booking behavior
• Guest’s recent Vacasa stays
• Demographics, including where our email subscribers live, their activities and interests, and more.

Our team also manages an automated series of messages to help guests before and after their stay, including post-stay emails encouraging guests to leave a review.

Social media

Your potential guests are already on social media looking for inspiration for their next getaway. By joining them there, we interact with them directly and build meaningful relationships, while also showcasing the Vacasa experience. Our main aim: To keep our audience intrigued, engaged, inspired, and informed.

Here are some ways we achieve that:

• Consistent flow of content that keeps Vacasa destinations and vacation homes top of mind.
• Daily engagement with followers on Instagram, Facebook, LinkedIn, and X (formerly Twitter).
• Becoming a source of inspiration and travel tips, positioning Vacasa and our local team members as regional experts.
• Focusing on the experience and special moments of a Vacasa vacation rental, and the amenities and services that make it all happen.
• Diverse and entertaining content to engage with a larger portion of our audience and accumulate more followers.
• Engaging with the media, as well as diverse influencers and content creators to highlight in-home experiences for new audiences.

Vacasa vacation homes—including yours—have stories to tell. Our frequently-published, well-written travel blog delivers plenty of benefits for Vacasa homeowners, including:

• Enticing people to travel to your destination by offering local insider guides and tips.
• Improving your rankings in search engines like Google and Bing, so your home is likelier to be seen in search results.
• Building trust with travelers, positioning Vacasa as a more reliable alternative to self-managed short-term rentals.
• Drawing in potential guests to Vacasa.com, leading them to explore our vacation rentals.

Remarketing

One glance is all it takes. With remarketing, we can target a specific ad to someone based on their browsing history. So if a guest has viewed your home on Vacasa.com, or other homes near it, we market your home back to them repeatedly across the internet and social media. On average, our remarketing ads across the web and social media channels produce double the rate of guest bookings than other forms of online advertising.

Why work with Vacasa?

It’s undeniable: Digital marketing can be complicated and overwhelming. There are endless moving parts, marketing channels, and technologies to manage. Yet, it’s crucial for attracting as many guests as possible to your vacation rental.

At Vacasa, we make it effortless for you. Our in-house digital marketing team is dedicated to enticing guests to Vacasa.com, encouraging them to book a stay at your home, and ensuring guests come back to Vacasa when they plan their next vacation.

When you trust us with your home, we’ll make sure it’s everywhere your target guests are online. The result? A steady stream of bookings year-round.