Many travellers want to find out everything they can about a property before they enquire. Many will want as much information as possible about the holiday experience they will be buying into before they book a stay at your holiday home.
Use the property description to really sell your home to potential guests. See it as a chance to tell them what they want to know, and convince them why they should choose you over competitors. A detailed property description will reassure the traveller that you provide a high quality and trustworthy service.
Top tip: Many owners find they get asked the same questions about their holiday letting again and again by potential customers. If this applies to you, you can reduce the number of calls and emails you get by making sure you use your Property Description to answer all these questions.
1. Open your property description by describing the property’s Unique Selling Points (USPs). This means the standout features, facilities and qualities of your home.
2. Provide details on the property type: what size it is, what type, whether or not it has an outdoor living area.
3. Travellers are concerned with the bedroom set up. Describe the size of the beds, the type and quality of the bedding you provide, and any other USPs such as en suite bathrooms, balconies, televisions or wardrobe space.
4. Now describe the other important features of the home that you haven’t mentioned yet. This can be anything that would appeal to a guest. From your garden, to the open plan kitchen or games room. Views, weather and the quality of interiors all help to sell. It’s important to think about what your potential guests would want.
5. Describe the home’s suitability for certain groups. Rather than alienate other types of renters by saying, “This is a family property”, say “We have a fenced off child friendly garden and a games room. We can also provide baby gear including, baby gates, a high chair, push chair and cot at no extra charge”. This means your property will appeal to the family market, without putting other renters off.
Use all the space available when describing your holiday property. Remember when you describe your holiday home make every word count.
Unfortunately the Description is where many owners fall into the same pitfalls again and again. Either they provide inadequate, irrelevant or unhelpful information, or undersell their properties. Or worst off all are the adverts that don’t provide any information at all! The traveller may think, “What has this person got to hide?”
Describing the location
As we’ve said before, you will have a dedicated section for describing the property location. This is the place to provide your travellers with information about the home they will be staying in.
Don’t waste a whole paragraph telling travellers that your home is a “great deal”, “value for money”or “the best holiday villa in Spain”. If you want a competitive advantage purchasing a Special Offer will carry more weight, and give you a separate box to explain your deal. If you think you really do think you have the best villa in Spain, describe what makes it so wonderful and discerning travellers will decide to come to you.
Cliches and waffle
The same goes for wasting time by using words and phrases that don’t really explain anything about your property. Phrases like “You won’t believe your eyes” and “like nothing else” tell the reader very little about what you have to offer. Instead convince potential customers to choose you, by providing informative, detailed descriptions of your holiday property.
Using non standard abbreviations
Because you have a limited number of characters to use, many advertisers use abbreviations to save space. Using a common abbreviation such as BR for bedroom is acceptable because it’s common. If you make up your own abbreviations you’re likely to confuse readers and put them off.
You may think using symbols to draw attention to certain key features is a good idea. However these can confuse readers, and make your overall text look messy and unprofessional.
Don’t repeat the same thing again and again. You can expand upon things you’ve mentioned in the headlines, if further details are needed. Repetition means a wide scope of information.
Instead of saying “There is an outdoor dining area”, talk to the traveller directly and say “Enjoy alfresco dining and barbeques outside in our outdoor living area, complete with a dining table that seats six”.
When a traveller begins the process of booking accommodation on Owners Direct, it’s likely that they will start by browsing a number of adverts. The browsing process will typically involve seeing whether or not they like the look of the photographs, running their eyes over the location information, and skim reading the property description. They are likely to pay more attention to an advert, and look at it in detail, when something catches their eye.
There are a few stylistic tricks you can use to make your Description stand out from the rest, and encourage travellers to read on.
Capitalising a USP will draw the reader’s eye towards it. You can also capitalise the rooms. This acceptable to do mid sentence, for example say, “Enjoy the private out door Swimming Pool, 10x15 m²”. However be sure not to go overboard, or the “stand out” effect will be lost and your text will look messy.
Using numerals where relevant, will draw attention to the rooms and standout features of your home. For example say “2 Bathrooms”. Again please note, if you do this too often, or where it’s not necessary the effect will be lost.