Email Marketing – A MUST for your Vacation Home Rentals
I had the opportunity to deliver a webinar on Email Marketing today. It was a packed 60min - usually I go about 35-45min, but there was so much material. (and I did not even get into my 15 Tips for great subject lines)
See a recorded version of the webinar via our site: http://liverez.com/downloads.asp
LievRez Email Marketing Webinar: Bookings with Email Marketing 10 Must Do's (Plus - What NOT to put in your Subject Line)
Here is a list of 100 words that you want to avoid in your email subject line:
| 100% free |
| 50% off |
| act now |
| all words that relate to sex or pornography |
| all words that related to cures or medication |
| amazing |
| anything that looks like you are YELLING |
| apply now |
| as seen |
| as seen on Oprah |
| as seen on TV |
| avoid |
| be your own boss |
| buy |
| call now |
| cash bonus |
| cialis |
| click here |
| collect |
| compare |
| consolidate |
| contains $$$ |
| contains word "ad" |
| credit |
| Dear Friend |
| discount |
| don't delete |
| double your anything |
| double your income |
| e.x.t.r.a. Punctuation |
| earn |
| earn $ |
| earn extra cash |
| easy terms |
| eliminate debt |
| extra income |
| fast cash |
| financial freedom |
| for only |
| for you |
| FREE |
| free |
| free access |
| free gift |
| free info |
| free instant |
| free offer |
| free samples! |
| friend |
| g a p p y t e x t |
| get |
| get out of debt |
| hello |
| herbal |
| hidden |
| home based |
| hot |
| information you requested |
| instant |
| levitra |
| life insurance |
| limited time |
| loans |
| lose |
| lose weight |
| lower your mortgage rate |
| lowest insurance rates |
| make money |
| medicine |
| mortgage |
| multi level marketing |
| notspam |
| now only |
| numerical digits at the end |
| offer |
| online degree |
| online marketing |
| online pharmacy |
| only |
| open |
| opportunity |
| promised you |
| refinance |
| removes |
| reverses |
| satisfaction |
| search engine listings |
| serious cash |
| starting with a dollar amount |
| stop or stops |
| teen |
| undisclosed recipient |
| valium |
| vicodin |
| winner |
| work from home |
| xanax |
| your family |
| Your own |
| You're a winner! |
All the best.
Ralf VonSosen
www.LiveRez.com
Groups? Feared or Endeared by You?
A recent artilce in the Mercury News reinforced one of the advantages we have over hotels - we are a great value for groups. That reinforces our targeted marketing, our value proposition, and is wonderful PR.
Read the article: Big spring break group? Try renting a house!
"It was the perfect option. With a full kitchen, our meals weren't subject to the whim of the hotel restaurant, especially when it came to the demands of two toddlers who preferred boxed mac-and-cheese over fish tacos. Everyone had their own room and bathroom. No bunking up. No fighting over who got to shower first before the wedding.
And, with a full house, it turned out to be a cheaper and more flexible option than most hotels.
We could hang out with the wedding guests at Costa Azul's pool, or wander home and relax with homemade margaritas on our rooftop terrace overlooking the ocean. "
.....we know all the resons......Now I insert the challenges.
1. The only option for finding a vacation home that is mentioned in the article is www.vrbo.com . Unfortunate. WE as a vacation management iondustry need to step on the gas to get the vacation home maangement company message out there.
2. Groups are often feared by many of us. They definiteky require more due diligence and care to ensure proper care for the property, limiting liabilities, and ensuring safety.
How do you ensure large groups are not the 'irresponsible party crowd'? Here are some suggestions:
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If it is an online booking, call them to confirm, welcome, and ask lots of questions.
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The person booking my rental (who must stay at the cabin throughout the entire time) to be at least 25 years old.
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Rental agreement clearly states, that if any violations occur, the will be asked to leave immediately with no refund and no return of security deposit.
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Agreement says no loud parties. (Be cautious if I there are colleges around.)
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Don't hesitate to come right out and tell them that you don't rent to party groups or college crowds as the neighbors will complain.
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Tell that you regukarky ‘patrrol’ all the rentals, so your tem will be driving by .
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Ask what type of party the group is (married couples, family, students, hoodlums, ….).
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Tell the that all guests must be registered to to get into you community facilities .
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Sample contract language: 4. NOISE: Because we respect our town, neighbors and the quiet enjoyment of their property, please do the same. This is a family home in a quiet residential area. This is not a "party house" and loud noise outside the house after 11 PM will not be tolerated and may result in your being evicted and losing your deposit and all monies paid."
If you have any great tricks, please share.
Happy MLK Weekend!
Ralf
www.LiveRez.com
New President…..New Vacation Planning
All political views aside, you got to like the fact that Pres. Obama stayed in a vacation home rental in Hawaii. That is some great publicity for our industry. You may think about using that as a tag-line or angle to campaign to some potential new guests (remember many potential guests have no experience in vacation homes - get lists of travelers from your friends and business partners). "find out why the president stays at a vacation rental", "have a presidental experience in a vacation rental", "good enough for a presidential vacation",..........you get the idea.
Now I lost my train of thought completely. My post here was goign to be about 2009 plans and trends. Recently, YPartnerships created an interesting list of predictions for the travel industry which I thought were worth looking at. When looking at this, think about how it applies to you and your business - how it applies to what you can affect.
YPartnership Emerging Trends in Travel
- Value Is King - Remember that does not mean 'cheap' - it mean lots for their money. All-inclusive, no extra fees, specials, etc.
- Trips Will Get Shorter – "staying fewer nights" is one traveler strategies they to still go on vacation. Look at your min nights, be flexible, and be creative in specials.
- Consumers Will Use The Internet Differently – comparison shopping for competitive products and services from multiple Web sites
- Marketing Will Go Mobile – only 15% of cell phone users are Internet enabled. This percentage will rise with the popularity of the iPhone™, Blackberry Storm™ and similar devices.
- All Vacations Are Not Created Equal – vacations are increasingly perceived as an appropriate way to recognize certain life events (e.g., anniversaries, school graduations, retirement, etc.).
- Travel Agent Usage Will Continue To Rise – traditional travel agents are not down for the count, three out of ten American travelers use the services of a travel agent
- Going Green Is Good For Business - fully 85% of Americans consider themselves to be "environmentally conscious!" and 'four out of ten' stated they would consider shifting their patronage to a travel service supplier who demonstrates environmental responsibility.
- Diversity Awaits Discovery – diversity represents an emerging market force, and one that will gain more prominence in the year ahead, particularly given the election of soon-to-be president Obama.
Again, this is only interesting when applied to your market, your business, and your success factors.
All the best.
Ralf
www.LiveRez.com
Holiday Numbers. Amazon is up 17%. What can you learn from that?
Some of the numbers coming in are a bit scary.......like my weight gain as tracked on my new Wii Fit. It measured me at a stout 'overweight' to start my 2009 training. My wife and kids have found this to be quite amusing - some of you are aware of my Ironman triathlon racing and can probably also see the humor in this.
Numbers can be deceiving. As I have posted before, the media is having a grand time with the economic news and their doomsday predictions. Remember, they only sell papers and get viewers based on sensational numbers in the negative or the positive. They have to be sensational.
The 2008 Holiday retail numbers for the brick & mortar stores are definitely dismal. Sales are down in the 10-15% range across the various big stores like Target, Walmart, and Macy's. They are down even further in the luxury category, to the tune of 15-25% for stores such as Nordstrom and Tiffany's. No question this is bad news. Got it.
But, Amazon.com has reported another record Holiday shopping season. Amazon is UP 17%. Why? I cannot say for certain, but based on what I have read and discussed with experts in the online retail business, it is based on the ease of shopping. That includes the selection, checkout, delivery, and service. All these have been communicated to customers through effective marketing efforts.
What can you learn for your vacation home rental business from Amazon? Look carefully at what differentiates Amazon from other retailers.
Amazon provides a seamless and complete online shopping experience.
- Selection is almost limitless - this is difficult to accomplish for vacation rentals, but you can do much through your descriptions and marketing of properties to provide variety
- Checkout is simple - make it a seamless and easy process that inspires confidence to your guests
- Delivery is reliable - ensure that you follow up on all actions taken by prospects and guests
- Service is great - share the love, and make sure that everyone interacting with your guests shares the love
Certainly there are many more lessons to be learned from Amazon, but these are a couple that are at the top of the list. Look to the winners in the current economy for lessons on how to get more 'heads in beds' and how to find the marketing messages that will inspire guests.
Happy Holidays. On a closing note, here is a picture of me taking my two older kids on some snow-rafting.

Rafting.....in the snow in Idaho.
Ralf VonSosen
www.LiveRez.com
www.LiveRez.com
Simplify……and make money with Security Deposits
I like things simple. Life is complicated enough - economy, family, work, holidays, BCS college football rankings, ....... So I am one to jump on anything that simplifies life and vacation rentals. Here is my simplification tip for the day:
Security Deposits - these can be very laborious, hard to track, and not super efficient in helping to control damages.
So here is a potential solution that has become popular with many of the LiveRez vacation home rental managers - use a flat non-refundable fee that covers processing and the security deposit. Using a flat fee of something around $69 - $89 that covers your processing fees and security deposit is a way to simplify the traditional dance of "collect, monitor, hope they report, checking the property, refunding the fee, finding something later,......".
Here is the logic. You collect a non-refundable fee that in essence insures the guest for any accidental (not deliberate) damage up to $1500 (you choose the amount). They know they are covered and are more likely to report any damage. Most people will not break anything and that is cash in your bank. You do not have to mess around with refunding the deposit. Win, Win, Win.
Maybe this change in operational process could work for you.
All the best.
Ralf
www.LiveRez.com
Know the Travelers to Your Vacation Rental Destination
How much do you know about the visitors to your destination? Not just your guests, but the general travelers to your destination area. This information should play a vital part in your marketing efforts as it will tell you about your target market and what you should emphasize.
57% had been to Kissimmee before
14%
10%
18%
21%
19%
7%
More Investment $$ Flowing into the Vacation Industry
I am a big fan of positive news. I am a glass half-full kind of guy. I thrive on positive energy. So here is some more positive news to all you out there in the vacation rental industry who are also thirsting for positive news in what has become a competition on who can be the darkest doomsday newscaster.
SellMyTimeshareNOW.com has raised $8.5M in venture capital funds.
Why am I so excited about this? Because there are some pretty smart people at Edison Capaital and they see the vacation industry as a place to make some bets. (Edison’s successes include Best Software, Dendrite, E-Transport, Gain Capital, Liberty Tax, VirtualEdge, Visual Networks, Vocus and many other information technology leaders, which have a combined market value exceeding $5 billion.)
Staying Positive in a cold Boise!
Ralf
www.LiveRez.com
Some Stats on Online Travel and Online Vacation Home Rental
All I hear about is what a bummer the economy is. Enough already. All our futures are at stake here. Yes? Well, I suggest we all focus on what we can do tomorrow when we get up in the morning and make it a better day, a better economy, and a better country.
Do not misinterpret me for someone who does not care. Quite the contrary, I care a lot. That is why I want us to focus on the positive. So I looked at some online stats at www.compete.com.
What does this tell us? Traffic has dropped off significantly, but that is an annual cycle. Look at the year-to-year, it is down but not massively. Among these three travel sites there were almost 30million people in Nov that were shopping for travel. 30 million is about 4X the population of my native Austria.
Now below is the traffic for VRBO and Homeaway. Again look not only at the seasonal trend, look at the year-to-year traffic. It is actually up for both these site.
So before you stick another pin into that Ben Bernacki voodoo doll, take a closer look at the stats and think about what you can affect, what you can change, how you can drive your business further.
Full of hope.
Ralf
www.LiveRez.com
Use Survey’s to help your Online Vacation Rental Presence
Ever watch Family Feud? Survey says, "............." People, in general, like to know what others are thinking, doing, or have an opinion on. That is where collecting survey information can help you attract more travelers to your site - create some material that is interesting to them, news that they want to read......Top 10 List, Why Travelers......great hooks to get people to your site and fantastic SEO content.
That is one part of the equation. The other part of the equation is that you can learn tremendous information by analyzing the responses you collect from guests, prospective guests, and 'just looking' browsers.
One part I like about surveys is that there are some great tools out there that you can use on your website and through email marketing. I have recommended Zoomerang and Survey Monkey before. Today I ran across a new one Surveygizmo.
Surveygizmo allows you to engage visitors and find out how they feel about your site experience by asking them directly. SurveyGizmo does just that. You can structure your surveys in many ways, including polls, quizzes, landing pages and even mobile marketing campaigns. Extensive analytics and reporting features are included.
A basic account was available at no cost. This is an actual working account (not just a test account) that allows you to gather 250 responses per month on an ongoing basis. Pricing for larger surveys is available at the site.
Another tool and strategy to look into to enhance your vacation rental business. It is FREE and can provide you excellent data, as well as new guests.
Ralf
LiveRez
Social Media/Network is Popular with Online Shoppers (& Vacation Rental Bookers)
I thought maybe it was just my wife and kids (I have been watching then get more active on www.Facebook.com and my wife has developed quite a following on her blog www.wenderful.com), but I have come to realize that we seem to be at an inflection point in the utilization of online social networking. Here is the most scientific evidence I have for this - my mother-in-law has a Facebook profile. Now it is mainstream for sure!!
If that is not scientific enough for you, here is some more data from a recent study by Universal McCann International Social Media Research. Check out this study for some amazing detail and info.
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Watched a video 82.9%
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Read a blog 72.8%
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Visit a photo sharing site 63.2%
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Manage a profile on a social network 57.3%
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Leave a comment on a blog 54.8%
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Leave a comment on a news site 44.8%
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Subscribe to an RSS feed 33.7%
What this means to you? Here is my opinion.
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First, you get familiar with these sites, tools, networks. Understand them, do not rely on anyone else to define them for you. If you do not consider yourself technical, do not let than be a roadblock, the point of these social sites and networks is that they are for humans - not techie guys.
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Second, match your target audience and target message to the appropriate online social channel.
Hope this helps in your vacation home rentals.
Ralf

