Creating an attention grabbing headline isn’t an easy task; there is a lot to consider. But if you know what to point out, you can really make your holiday home advert stand out from the rest.
When a traveller arrives on a Owners Direct search results page for their desired destination they will see a list of properties that match their search criteria. At this point, the only informaiton a traveller has is your property headline, your thumbnal photo and your price, so make sure your headline stands out!
A good headline will use all the space available to tell the traveller what makes their property unique or special. This means providing good quality concrete information that will appeal to your target market.
Describes the type of home
Travellers will sometimes only use the search filters to look for a destination. Telling them whether it’s a villa, chalet, apartment, bungalow or cottage is useful. This is also a good chance to use a descriptive word to tell the customers more about your property. “Newly redecorated former farmhouse” or “laid back beachside villa” tells the travellers a lot about what makes the property unique.
Essential location information
By this we mean information that is useful to the travellers. A traveller will have come to the listings page via our search filters or an external search engine, so they will already know the geographical area it is located in. Instead distinguish your property from the rest by pointing out its five minutes from the beach, overlooks a famous landmark, or in a particular district of your town or city.
Top tip: If your property is near a famous local attraction, always mention it by name. “Within the Yorkshire Moors National Park” sounds more compelling than “within national park”. Specific data will also help your advert to get picked up by search engines.
Describes a special feature
Tell the travellers what makes your home special. Maybe it’s a desirable facility, like a private pool, Jacuzzi or hot tub. Or maybe you've got a large garden, balcony, or a brilliant view. The trick is to show off your main selling points.
After a traveller has clicked on your property in the search results, they will be taken to your main advert page. Your property description is the first chance to give more information on your holiday home. The trick is to give the traveller information to make them want to read more. Be sure to use all the space available.
Be sure not to repeat any information you have included in your headline. This is a great opportunity to draw attention to any information about your home, that you didn’t have room to include in the headline. Go into further detail about what your property has to offer, or specify the distance to a nearby attraction.
You can also use your property description to suggest what sort of travellers your property is suitable for e.g. families, adventure seekers, art lovers or sun worshipers. If you worry this may alienate some travellers highlight features, attractions or local amenities that will appeal to certain groups, for example: “large child friendly garden”, “water sports near by”, “a five minute walk to Tate Modern” or “roof top terrace is perfect for sun bathing”.
Too many owners waste space by using boring, over used or cliqued descriptions. Remember you want to create compelling content that tells renters why they should choose your home.The name of the home
Having the name of your home on your advert doesn’t tell the traveller anything about the holiday experience they will have in your home. Tell them about your beach side location or private pool instead.
These are boring, unoriginal words that say very little about your home. Saying your holiday rental is“nice” won’t tell potential guests anything they want to know.
You have enough room to list the full word. Abbreviations look rushed, rather than appealing.
If you scroll down the pages of Owners Direct you’ll find hundreds properties described as “stunning” and “luxury”. Using these words isn’t going to make your property stand out because they are really over used. Instead of stunning, why not say “with high end interior design”, or “contemporary loft apartment”. Instead of luxury, words like “upmarket”, “five star” or “sophisticated”draw attention to a stand out feature.
Please note: Misleading your clients about the standard of your property is not a good idea. You will give travellers unrealistic expectations about your holiday rental, so they will feel disappointed or cheated. This means you are running the risk of receiving negative reviews about your property online. You might also be putting off ideal guests. For example it’s unlikely that a middle income family with small children, looking for a seaside holiday, are going to be looking for “luxury” holiday accommodation. If you have a family friendly holiday apartment in a popular coastal resort, describing it as luxury is likely to put off your target market.
"Large Dordogne Farmhouse, quiet hilltop location, stunning views and infinity pool"
This is a brilliant headline. The owner has cleverly described the type of property and pointed out it is suitable for big groups by describing it as a "large farmhouse". They tell the reader what the location is, and what it has to offer.They also point out a key Unique Selling Point (USP).
"Fantastic spacious seafront apartment with private balcony on the Adriatic"
This Advert Headline is very eye catching. It describes the good qualities of the apartment's interior and saying "with private balcony on the Adriatic" they draw attention to a unique feature, location and the sea view. The photo is good, and backs up the message nicely. Perhaps the glare from the sun is a bit much, but overall a great bit of writing.
"An old converted granary, beside Chart Hills golf club in the Weald of Kent"
If you have a unique property do what this owner has done and list it by type. This will draw attention to your advert thumbnail. They also provide great location information, describing the proximity to a popular attraction. By using the golf club's name they have given their advert SEO value.
Unfortunately the owner doesn't mention any key features about the property. They draw more attention by to their advert by telling readers about their lovely interior, which combines period features, antiques and modern decor, or their outdoor living area. Still a great headline.