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	<title> &#187; Online Bookings</title>
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	<link>http://www.liverez.com/blog</link>
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		<title>Week-to-Week Vacation Home Rental Only?  More power to you if you can pull that off.</title>
		<link>http://www.liverez.com/blog/index.php/2009/week-to-week-vacation-home-rental-only-more-power-to-you-if-you-can-pull-that-off/</link>
		<comments>http://www.liverez.com/blog/index.php/2009/week-to-week-vacation-home-rental-only-more-power-to-you-if-you-can-pull-that-off/#comments</comments>
		<pubDate>Wed, 11 Feb 2009 00:34:48 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Industry Trends]]></category>
		<category><![CDATA[Vacation Marketing]]></category>
		<category><![CDATA[vacation home rental]]></category>
		<category><![CDATA[Online Bookings]]></category>
		<category><![CDATA[online vacation booking]]></category>
		<category><![CDATA[travel]]></category>
		<category><![CDATA[vacation property management]]></category>

		<guid isPermaLink="false">http://blog.liverez.com/?p=156</guid>
		<description><![CDATA[Recently I had a conversation with a vacation manager about her strategy of week-to-week rentals.  We agreed that although that was a good strategy in the past, it might not be what she wants to do for 2009.  As a matter of fact, she already changed her business model to adapt to the changing traveler [...]]]></description>
			<content:encoded><![CDATA[<p>Recently I had a conversation with a vacation manager about her strategy of week-to-week rentals.  We agreed that although that was a good strategy in the past, it might not be what she wants to do for 2009.  As a matter of fact, she already changed her business model to adapt to the changing traveler booking habits.</p>
<p>Here are some noteworthy stats &#8211; based on 2007/2008 bookings:</p>
<ul>
<li>For 1 Week 25% </li>
<li>For 6 days 20%</li>
<li>For 3/4/5 days 15%</li>
</ul>
<p>My expectation, and what i am observing across our many vacation managers is that the % of 7 day rentals is decreasing and travelers are looking for more flexibility.  While not being able to afford the full 1 week vacation, they do not want to forgo the vacation completely and a few days is much better than no vacation home at all.</p>
<p>So my advice is, put the old &#8216;week-to-week&#8217; rental only strategy on the shelf while the economy and travelers are in recovery mode.</p>
<p>Ralf<br />
<a href="http://www.LiveRez.com">www.LiveRez.com</a></p>
]]></content:encoded>
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		<title>The Potential Dark Side of SEO Tricks &#8211; Link Buying, Domain Buying</title>
		<link>http://www.liverez.com/blog/index.php/2009/the-potential-dark-side-of-seo-tricks-link-buying-domain-buying/</link>
		<comments>http://www.liverez.com/blog/index.php/2009/the-potential-dark-side-of-seo-tricks-link-buying-domain-buying/#comments</comments>
		<pubDate>Wed, 28 Jan 2009 00:19:35 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Industry Trends]]></category>
		<category><![CDATA[Online Bookings]]></category>
		<category><![CDATA[Online Marketing]]></category>
		<category><![CDATA[Website]]></category>
		<category><![CDATA[online reservations]]></category>
		<category><![CDATA[online travel]]></category>
		<category><![CDATA[online vacation booking]]></category>
		<category><![CDATA[online vacation rental software]]></category>
		<category><![CDATA[travel website]]></category>

		<guid isPermaLink="false">http://blog.liverez.com/?p=142</guid>
		<description><![CDATA[If you are like me, and most of the vacation rental managers I talk to on a daily basis, you are always looking for an edge to get visitors to your website.  In the spirit of getting an edge, I ran across a great educational post about walking the fine line of kosher SEO tactics.  Beware the risks.]]></description>
			<content:encoded><![CDATA[<div class="wp-caption alignright" style="width: 110px"><a href="http://www.imediaconnection.com/content/search-seo-dirty-seo-tricks-you-should-avoid_21826.html"><img title="Rich Cherecwich, Associate Editor iMedia Connection" src="http://www.imediaconnection.com/peopleconnection/photos/10649.gif" alt="Now this guys looks like he knows his SEO facts." width="100" height="100" /></a><p class="wp-caption-text">Now this guys looks like he knows his SEO facts.</p></div>
<p>If you are like me, and most of the vacation home rental managers I talk to on a daily basis, you are always looking for an edge to get visitors to your website.  In the spirit of getting an edge, I ran across a great educational post about walking the fine line of kosher SEO tactics.  Beware the risks.</p>
<p><a title="Dirty SEO Tricks" href="http://www.imediaconnection.com/content/search-seo-dirty-seo-tricks-you-should-avoid_21826.html" target="_blank">Dirty SEO tricks you should avoid</a> by Rich Cherecwich</p>
<p><!--</p>
<div id="img-70">/images/content/hs_cherecwich_rich_70&#215;70.jpg</div>
<p>&#8211;></p>
<div class="img-100"><a href="http://blog.liverez.com/bios/bio.aspx?id=10649"></a></div>
<p><script></script></p>
<div class="byline"><script></script>The article discusses the details and potential downside of Link Buying and Domain Buying.  These downsides are quite significant and are something that anyone doing SEO should be well aware of. </div>
<div class="byline">Net &#8211; if you want something worthwhile, you should be prepared to invest the time and energy to build it.  Advice my dad has given me since I can remember.</div>
<div class="byline">Another very interesting part of the article talks about what to do once you have fallen out of good graces with Google.</div>
<p class="byline" style="line-height: 12pt;">Getting reinstated in the search rankings takes time, and the search giant has a four-step process for getting back on track:</p>
<ol>
<li>
<div class="byline" style="line-height: 12pt;">Determine what went wrong. In most cases, it&#8217;s a Google webmaster guideline that has been violated.</div>
</li>
<li>
<div class="byline" style="line-height: 12pt;">Solve the problem.In the case of doorway pages related to domain buying, get rid of them. With link buying, it&#8217;s a much harder and lengthier process. If you purchased links on a blog, you&#8217;ll have to contact those bloggers, and they in turn will have to remove the links to your website.</div>
</li>
<li>
<div class="byline" style="line-height: 12pt;">File a reconsideration request.Within Google&#8217;s webmaster tools, there are full instructions for a filing a reconsideration request. You&#8217;ll want to explain what happened, notify them that it&#8217;s fixed, and tell the search engine that you won&#8217;t use that deceptive trick again. A team from Google then reviews the request and checks your website to make sure any violations have been cleaned up.</div>
</li>
<li>
<div class="byline" style="line-height: 12pt;">Stay away from the tricks.&#8221;This is probably a given &#8212; don&#8217;t it again,&#8221; Lasnik says.</div>
</li>
</ol>
<p>Stay clean and say &#8216;No&#8217; to bad SEO practices.  My advice. </p>
<p>All the best.</p>
<p>Ralf<br />
<a href="http://www.LiveRez.com">www.LiveRez.com</a></p>
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		<title>10 Ways to Boost Your Online Vacation Home Booking Website Click-Through Rate</title>
		<link>http://www.liverez.com/blog/index.php/2009/10-ways-to-boost-your-online-vacation-home-booking-website-click-through-rate/</link>
		<comments>http://www.liverez.com/blog/index.php/2009/10-ways-to-boost-your-online-vacation-home-booking-website-click-through-rate/#comments</comments>
		<pubDate>Fri, 23 Jan 2009 13:50:58 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Online Bookings]]></category>
		<category><![CDATA[Online Marketing]]></category>
		<category><![CDATA[Website]]></category>
		<category><![CDATA[online travel]]></category>
		<category><![CDATA[online vacation booking]]></category>
		<category><![CDATA[vacation home rental]]></category>
		<category><![CDATA[Vacation Marketing]]></category>
		<category><![CDATA[vacation rental software]]></category>

		<guid isPermaLink="false">http://blog.liverez.com/?p=140</guid>
		<description><![CDATA[In our house, CTR stands for 'Choose The Right".  Boosting CTR (Clisk Through Rates) is like helping our web visitors Choose The Right.  So what can we do to actively sell to them on the web?  Here are 10 ideas. 
]]></description>
			<content:encoded><![CDATA[<p>&#8220;Thank you, I am fine.  I am just looking.&#8221;  We got them all the way into our store (vacation home rental website), and they are &#8216;just looking&#8217;.  Let&#8217;s put our salesperson hat on and &#8216;make the sale&#8217;.  We know they are not just here for fun (they are interested in booking a vacation home, or at least getting more information for a future vacation home).  They could be having fun on <a href="http://www.hulu.com">www.hulu.com</a>watching TV shows and movies, or playing web boggle at <a href="http://www.wordsplay.net">www.wordsplay.net</a>. </p>
<p>In our house, CTR stands for &#8216;Choose The Right&#8221;.  Boosting CTR (Click Through Rates) is like helping our web visitors Choose The Right. : )</p>
<p>So what can we do to actively sell to them on the web?  Here are 10 ideas (which I think are pretty good) from Reid Carr &#8211; an eCommerce expert published on<a title="online commerce information" href="http://www.imediaconnection.com/index.asp" target="_blank"> iMediaConnection.com</a>.</p>
<p>Read the full article:  <a title="Boosting Click Through Rates" href="http://www.imediaconnection.com/content/21773.asp" target="_blank">10 ways to boost falling click-through rates by Reid Carr of iMediaConnection.com</a></p>
<p><strong>1. Test</strong><br />
I wanted to cite this as tactic No. 1 because it should be at the forefront of any advice or recommendation that I outline. While there are &#8220;best practices,&#8221; we&#8217;ve concluded through experience and testing that things are always changing and each case is unique. You have to establish appropriate rules for testing to give everything a fair shake. But once you&#8217;ve done that, establish a hypothesis and go.   Rule nothing out. You will be amazed at what is successful. But beware: Don&#8217;t let any finding become your secret sauce that you turn to for everything. Every campaign, client, product, placement, and timing causes your targets to react differently &#8212; so be on your toes every time.</p>
<div class="txt-content">
<p><strong>2. Change your units</strong> <em>(Ralf comment &#8211; units to us would be vacation homes)<br />
</em>In the first few days or weeks (depending on volume), you should be able to tell which units are performing. However, be sure to review this on a placement level because different sites cause users to navigate and scan differently. Deduce which are your stars and which are your dogs to make quick, ruthless changes. Go with the winners, and you&#8217;ll immediately experience a lift in click-throughs for the campaign. Note that if one unit is consistently underperforming, you should objectively review the creative to see if there might be a different issue in play.</div>
<div class="txt-content">
<p><strong>3. Don&#8217;t try to do too much</strong><br />
I think we all get a tad ambitious with what we&#8217;d like to communicate to our audience when we&#8217;re advertising. For once, it is where we get to control what is said about our product, and we decide how it is said. But, realize that our audiences are still truly in control. When they&#8217;re consuming our ads, they are actually doing other more important (to them, certainly not to us) things.   When producing your ads, distill the message to the most important point and think about a user driving by a billboard at 65 mph. What is their single most important takeaway? Remove everything else (including the darn &#8220;click here&#8221;).</p>
<p><strong>4. Be permanently consistent</strong><br />
In the relatively short life of most campaigns, it can be hard to build off of prior recognition that the brand may have. However, if you maintain a consistent, permanent theme &#8212; not just between ads but also between campaigns &#8212; there&#8217;s a greater chance that your target will remember you for the long haul.   Consistency builds long-term trust and affinity. Building trust and affinity increases click-through and conversion rates. People want to do business with companies that they feel have been around and will continue to be around to support them. If you&#8217;re constantly changing what you say and how you say it, customers lose faith. Think of your brand as a politician &#8212; your target audience is voting with its money.</p>
<div class="txt-content">
<p><strong>5. Reconsider rich media<br />
</strong>If your campaign&#8217;s success measurement is all about the click-through and conversion, you will want to reconsider integrating rich media into the mix. Rich media is often more about engagement than it is about direct response.   However, if you do opt for rich media on a direct response level, consider bringing content to the ad to reduce the barrier of the click-through.</p>
<p><strong>6. Try static ads<br />
</strong>If you find that you&#8217;re abandoning rich media, you might as well go all the way to static versions. The surprising thing is that you might even find you like them.   In a world where we in the industry are inspired by the latest and greatest technology, bells and whistles, and video, sometimes our target needs a change of pace. Throw static ads into the mix and see what happens. For example, in a recent campaign for a wireless carrier we ran in Q3 this year, static ads running in equal rotation with similar Flash ads had a .07 percent CTR, while the Flash ads received .06 percent.   When everything else is moving, your target just might react better to the simpler things. In many cases, they are looking for the static content on a page when reading an article and may tune out all shiny, flashy objects.</p>
<p><strong>7. Rethink social media and news placements<br />
</strong>In my article <a href="http://blog.liverez.com/content/14108.asp">&#8220;Why Low Engagement Can Be Good,&#8221;</a> I addressed this topic in greater length. However, the basic premise is this: If you&#8217;re trying to improve your click-through rates, you may not want to be placing your ads within engrossing content.   When users are managing their profiles, interacting with friends, or engaged in a story, they will tune you out. A <a href="http://www.marketingcharts.com/interactive/socnet-ads-less-effective-than-other-web-types-7172" target="new">study from the IDC</a>echoed this by saying, &#8220;U.S. online consumers who use social networking services (SNS) such as MySpace and FaceBook are less receptive to SNS ads overall, click less on SNS ads (57 percent) than they do on other forms of web advertising (79 percent), and make fewer purchases as a result.&#8221;  If you want people to click on your ad and arrive at your campaign&#8217;s landing page, you may want to select media placements that are more passive, or ones dedicated to helping users navigate to other information related to the on-page topic and, subsequently, your product.</p>
<p><strong>8. Design for the placement</strong><br />
ItHowever, designing for the placement can make a big difference. It can be as simple as black on white or white on black, or recognizing the difference between a placement on The New York Times website versus Heavy.com. Clearly these destinations have different audiences. Thus, they are also vastly different in terms of what will pop off the page and be noticed by readers.  In the case of a broad media plan, rather than trying to appeal to every placement and risk diluting the creative, consider producing unique creatives for some of the bigger, more arresting placements. Rotate those creatives to see if it makes any difference.</p>
<p><strong>9. Add behavioral targeting and retargeting</strong><br />
We have had mixed levels of success with these media options. However, at least we&#8217;ve seen pretty consistently higher click-through rates for behavioral targeting. Retargeting has been solid for us in terms of boosting CTR, and we&#8217;ve seen outstanding conversion rates.  <em>(Ralf &#8211; this refers to reusing campaigns for different target audiences.)</em></p>
<p><strong>10. Add other tactics and mix<br />
</strong>Anyone who is invested in online advertising needs to recognize the synergy between online advertising and other promotional tactics including offline. For example, it is widely noted that <a href="http://www.marketingcharts.com/interactive/display-ads-lift-paid-and-organic-search-155-7088" target="new">display ads lift search click-through rates</a>. While it isn&#8217;t widely highlighted in our space, it has been our experience that click-throughs for online display ads increase while similarly branded offline promotions are running. That means when our client Rubio&#8217;s radio ads for this month&#8217;s crispy shrimp burritos are running, our display ads promoting coupons for those same burritos are more likely to get clicked on.</p>
<p>The method here is all about timing and evaluating a media plan as a whole rather than in silos. When all cylinders are firing, you&#8217;re more likely to see improvement across the board.</p>
<p>Read the full article:  <a title="Boosting Click Through Rates" href="http://www.imediaconnection.com/content/21773.asp" target="_blank">10 ways to boost falling click-through rates by Reid Carr of iMediaConnection.com</a></div>
</div>
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		<title>More Online Bookings &#8211; Easy as Algebra?</title>
		<link>http://www.liverez.com/blog/index.php/2008/more-online-bookings-easy-as-algebra/</link>
		<comments>http://www.liverez.com/blog/index.php/2008/more-online-bookings-easy-as-algebra/#comments</comments>
		<pubDate>Mon, 19 May 2008 22:53:02 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Industry Trends]]></category>
		<category><![CDATA[Online Bookings]]></category>
		<category><![CDATA[property management]]></category>
		<category><![CDATA[travel]]></category>
		<category><![CDATA[vacation home]]></category>
		<category><![CDATA[vacation rental]]></category>

		<guid isPermaLink="false">http://blog.liverez.com/?p=40</guid>
		<description><![CDATA[The folks at Marketing Experiments are focused on eCommerce &#8211; which also includes online vacation rental vacation bookings in my definition of getting online bookings. 
I have always liked their &#8216;Conversion Index&#8217;:  Conversion = 4m + 3v + 2(i-f) &#8211; 2a is a great way of looking at how to dissect the various aspects of what [...]]]></description>
			<content:encoded><![CDATA[<p>The folks at <a href="http://www.marketingexperiments.com/">Marketing Experiments </a>are focused on eCommerce &#8211; which also includes online vacation rental vacation bookings in my definition of getting online bookings. </p>
<p>I have always liked their &#8216;Conversion Index&#8217;:  <strong>Conversion = 4m + 3v + 2(i-f) &#8211; 2a </strong>is a great way of looking at how to dissect the various aspects of what gets prospects to book a vacation on your site. </p>
<p>Here are the definitions for the Conversion Index (above) there are four elements that are critical to increasing conversion:</p>
<ul type="disc">
<li> <strong>Motivation</strong> (m) of the prospect visiting your website to make a purchase.</li>
<li>The clarity with which <strong>Value Proposition</strong> (v) is expressed. After motivation, it’s the most important factor in determining whether a customer buys from a site or not.</li>
<li><strong>Incentives</strong> (i) such as specials, rewards, etc. are used to mitigate <strong>Friction–producing </strong>(f) <strong>elements </strong>such as finding information, clicking many buttons, etc. in the conversion process.</li>
<li><strong>Anxiety–causing</strong> (a) <strong>elements</strong>, such as asking for personal and credit card information.</li>
</ul>
<p>Evaluate your vacation property rental website with these principles in mind. </p>
<p>Thanks.</p>
<p>Ralf<br />
<a href="http://www.liverez.com/">www.liverez.com</a></p>
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		<title>Relaunching the LiveRez Blog</title>
		<link>http://www.liverez.com/blog/index.php/2008/relaunching-the-liverez-blog/</link>
		<comments>http://www.liverez.com/blog/index.php/2008/relaunching-the-liverez-blog/#comments</comments>
		<pubDate>Thu, 15 May 2008 22:54:13 +0000</pubDate>
		<dc:creator>admin</dc:creator>
				<category><![CDATA[Industry Trends]]></category>
		<category><![CDATA[Online Marketing]]></category>
		<category><![CDATA[Online Bookings]]></category>
		<category><![CDATA[property management]]></category>
		<category><![CDATA[travel]]></category>
		<category><![CDATA[vacation home]]></category>
		<category><![CDATA[vacation rental]]></category>

		<guid isPermaLink="false">http://blog.liverez.com/?p=38</guid>
		<description><![CDATA[OK, I am back from a crazy April of traveling, moving, and all the excitement that comes along with that.  First of all, let me get the move out of the way.  Last week, my family (my high-school sweetheart wife, and four kids ages 13-3) moved from Salt Lake City to Boise, ID.  The most [...]]]></description>
			<content:encoded><![CDATA[<p>OK, I am back from a crazy April of traveling, moving, and all the excitement that comes along with that.  First of all, let me get the move out of the way.  Last week, my family (my high-school sweetheart wife, and four kids ages 13-3) moved from Salt Lake City to Boise, ID.  The most amazing part is not all the stuff I realized we had, it was that we consciously chose to move so much of it.</p>
<p>In April I had the opportunity to attend the <a href="http://www.vrma.com/12vrmawebsite/index.asp">Eastern VRMA, Western VRMA</a>, <a href="http://www.fvrma.org/">FloridaVRMA</a>, and the <a href="http://www.vacationhomeexpo.com/">Atlanta Vacation Home Expo</a>.  I will go into some detail about all these show in future bog entries.  However, one overriding observation I have is that there is an incredible opportunity for our industry.  This opportunity comes from two direction:  (1) we have a great product, and (2) we are currently very much under-utilizing the power of the Internet and the ability to create a public movement for the vacation rental market.</p>
<p>One of the things I am trying to do is help educate the vacation rental community on some web marketing basics that can help us drive more bookings and awareness.  Last month I hosted a webinar on Driving Website Conversion,  this month I am hosting a webinar on <a href="https://www2.gotomeeting.com/register/364691890">Search Engine Marketing Basics</a>.  If you are interesting in attending this free webinar, please register and join us.</p>
<p><span style="font-size: 12pt; font-family: 'Times New Roman','serif'"><a href="https://www2.gotomeeting.com/register/364691890"><span style="color: blue; text-decoration: none; text-underline: none"><img border="0" src="http://img.gotomeeting.com/g2mimages/webinar/themes/sales/button_registerNow.gif" id="_x0000_i1025" /></span></a></span></p>
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