Cottage Rental - writing a good description for your vacation rental

The following material has been provided by Christine Karpinski as an excerpt from Chapter 7 of her book How to Rent Vacation Properties By Owner. If you are new to renting or a veteran, we recommend you read this book specifically written for cottage owners. There is also a companion book called The Vacation Rental Organizer.

No part of this publication may be reproduced, distributed,or transmitted in any form or by any means, including, photocopying, recording, or other electronic or mechanical methods, without prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain noncommercial uses permitted by copyright law.

Writing a Good Description (Ad Copy)

On Your Websites

On your websites, you will need to include some pertinent information about your property. The portal websites will vary a bit from one another. But most will have fields where they want you to enter relevant data about your property. If they do not have specific fields, be sure include all your information in your description. Here is the standard information you should provide:

One-Line Description

They usually first ask for a brief, one-line description of the property. Here's an example of a one-line description: "Immaculate 3 BR, 3 BA condo, ocean front, great for families." Notice that the abbreviations are the very same kind you would use in a newspaper classified ad. This will be the attention grabbing line that captures your renter's interest - the line that makes them click on your ad out of hundreds of choices.

More Detailed Description

Then you will need to write a second, more detailed description (however, even these will sometimes have a limitation on how many total characters you can use). My recommendation is that you write three to four clear, concise paragraphs. Don't write too much, however, because you might lose the readers' attention. This is where you will give full detailed information about your property. This is your sales pitch. Refer to the next chapter on how to write a good description.

Photos

You will want to post some really eye-catching photographs too. We all know that old cliché about a picture being worth a thousand words. Well, it's true! Read Chapter 8 to learn how to take good photographs, or consider hiring a professional photographer for the interior and exterior scenes.

Note: Remember, photos have copyrights. If you're using a photo you did not take yourself, be sure to get proper permission from the photographer and/or publication where you found the photo.

Contact Phone Numbers

It is an absolute must that you include your phone number, both on the portal website and on your personal website. I know there are some of you who are a bit squeamish about your privacy and are uncomfortable with the idea of posting your phone number out there for the whole world to see. Well, just keep in mind that this is a business. Would you want to do business with a company that had no phone number? Probably not, so you have to provide a number where the renters can easily reach you.

In addition to the numbers themselves, be sure to include your time zone (for example, Eastern Standard Time, EST). Remember, not everyone will be calling from the same time zone. This is important because when you put yourself in the renter's shoes, you have to realize that they may be working their way through dozens of listings. When they reach yours, it would be best if they call at the right time when you will be there to actually take the call. Otherwise you might miss out on impulse buyers. Consider cell phones too. But don't purchase a toll-free number for reservations (if you have them at work and want your renters to call you there, then toll-free numbers are fine). Otherwise, they look too much like business numbers and renters may not hesitate to call you at 3 a.m.!

Email Address

Be sure to post your email address. Most portal websites will have a field where you can enter it. Some portals may hide your address and require the renters to inquire through the portal. This is for your protection. It helps to keep the spam down.

Rates

Quote all rates - nightly, weekly and seasonal discounted rates. This information should go both on the portal site and on your personal website. Don't think you can leave the rates somewhat ambiguous, perhaps drawing in the curious with the intention of hooking them on your property before hitting them with the price. Give an example of a specific seasonal rate. A list format works best for rates because it's easiest to read. Use dashes to set off each item and asterisks for special notations. Ellipses are great to draw the eye across the page and prevent a cluttered look. Be very clear and detailed to make it easy to understand your rates. Read Chapter 9 for specific pricing information and examples.

Additional Charges and Restrictions

You should also quote any fees, taxes, or additional charges. It's always a good policy to be as up front and honest as possible. Some portal websites will have a field for these, others will not, so you will have to input the information manually. In either case, make sure that you include this information not only on your personal website but on the portal site as well. Additional charges may include pets, deposits, cleaning fees, and more.

Restrictions would be things that you do not allow. The "don't even call me if . . ." items. The most common restrictions are: no rentals to anyone under age 25, no pets, no smoking, and minimum length of stay.

Amenities for Your Property

Many websites have check boxes for things that you have on your property, and some require you to just type them in. Don't overlook anything here; many renters want the conveniences of home and more. This is where you spell out everything you have. These would be things like a pool, tennis courts, hot tub, full kitchen, etc. There may be specifics such as linens provided, coffee maker, toaster, etc. If you have it, list it.

Local Attractions

Don't forget local attractions. People want to know what there is to do in your area. For example, many people might consider the Myrtle Beach, South Carolina, area as strictly beach. Renters might not realize that there are several attractions that would appeal as much as the beach, such as a nearby battleship, an impressive aquarium, a golfer's haven, and many other not-so-well-known local attractions.

Calendar

It is very important to display an availability calendar and keep it up-to-date. Some renters only look at properties with this feature. Most portal websites have calendars available or allow links to universal calendars. They save both you and your renters a lot of time.

Calendars on the Web are a newer feature (within the last five years). Here's an astounding and true statistic: the calendar feature on one of my websites truly changed my rental life! I went from 1,400 "Sorry, I'm booked" responses a year to only 200!

Testimonials

Be sure to add some nice comments that you have received from past renters. But what if you just started and have none yet? Then omit this for now, and add this feature later. All it takes is a little patience and a nicely kept property, and the compliments are sure to follow.

Here are some helpful tips from Amy Ashcroft Greener for writing better descriptions of your property. Amy is a vacation property owner, but makes her living as a voice talent in the Midwest. Her work credits include several years as a copywriter, as well as radio and television news reporting. I think this will give you some excellent guidance on how to write descriptions of your property:

I'll be blunt. Either you're a good writer or you're not. Most people fall into the "not" group, and that's okay. You can always hire a professional to write great copy for your webpages. Trouble is, very few owners do, and it shows. Bad spelling, typos, run-on sentences, and poor copy structure are commonplace in vacation property descriptions.

Truth be told, many owners are capable of writing good, basic copy. Your work may not have the flourishes and flow of an experienced copywriter, but you can do it. The process is not overly difficult, but it requires time, some extra effort, and thinking beyond your personal perspective.

Think of your webpage as a sales brochure. If you picked up some literature from a business, and it had less-than-professional photographs, copy, and layout, you'd think twice before spending your money there. Same thing goes for a vacation property, only more so. Remember, people don't know you - or your rental - from a hill of beans. Here are the elements of a great vacation property webpage:

If you present your property to others using all the above elements, your site will standout among the crowd. Of course, this assumes you have a property that is well maintained, regularly improved, and is a desirable rental! A great webpage isn't going to fool anybody into renting a dilapidated shack.

The copy is the nuts and bolts of your sales presentation. Most owners labour over this, yet it doesn't have to be that way. Like any task, if you break it down into smaller chunks it's easier to accomplish and less daunting. Here are the steps and guidelines we'll use:

Interview Yourself

All good copy begins with a few good questions. Even though an owner may think he knows everything possible about his rental, writers have a different perspective. A writer can be objective and separate the chaff from the wheat.

Here's a list of questions to get you started. Some of the questions are meant to be thought-provoking, not necessarily factual. These are designed to help you see beyond the "2 bed/2 bath/sleeps 4" line of thinking. Good copy is based on substance, but it also has feeling and imagery.

If you're not physically at the rental, use photographs to help jog your memory. Spread the pictures out on the table, grab a notepad, and jot down some quick answers. Remember, you're not trying to write copy here; just go with your first impressions to develop a basis for your property description.

Make a Road Map

Remember learning how to write a letter in school? First there was the date, then the salutation, then the introduction, followed by the body and the closing. Well, you're going to do the same thing for your rental copy, by breaking it down into smaller segments. That gives you your writing a road map and makes the job much easier.

Here are the segments you'll want to include. Think of each one as a separate unit or paragraph. The introduction must come first, but all the other units can be ordered in whatever way works best for your property.

Start out strong and make people want to read more with short sentences and words that create images. Think of an introduction as a welcome mat that brings them inside.

"Where are you located?" is a question owners hear over and over. Location is everything, so be specific, but also use key words like "convenient," "private," and "close to town" to convey the advantages your location provides.

Tell people exactly what to expect so there are no surprises. If you have a multi-level condo, describe where the bedrooms are located, what size bed is in each room, and whether you provide additional blankets, pillows, sofa beds, air mattresses, etc. Rentals often accommodate groups of people, so renters appreciate knowing more details.

Big paragraphs that are loaded to the gills with features make for challenging reading. Frequently, people glance across large blocks of copy and may miss important items. Lists are much easier to read, have better retention rates, and are a snap to write.

Features are important, but benefits are what the customer wants. Tell them why your property is ideal for them. Will a week at your rental be a perfect getaway for their family? Will honeymooners enjoy romantic views from the hot tub? Will sun-lovers thrill to being able to walk out of the condo right onto the beach? Put pictures in their heads, and they'll envision themselves at your vacation home.

Two or three sentences are all it takes to close your sales pitch. Very few rental owners do this on their pages, and it's an opportunity missed. Keep it simple and brief, but warm and inviting. Remember, you want people to see you as a friend and gracious rental property owner, not a corporate hotelier.

If I remember one thing from my first news writing class in college, it was that a lead sentence for a news story should be no longer than 17 words. Honestly, I can't remember the research my professor quoted, but I do know that long-winded sentences don't work for readers. Shorter sentences get to the point, and they stand out. An occasional longer sentence is fine, just don't make it the rule.

This is my personal formula for keeping paragraphs from becoming huge blocks of copy. People in a hurry often glance over the big paragraphs and may miss good information. To counter this, I recommend that you keep paragraphs to three sentences. Sometimes you may need to have a larger paragraph and that's fine. Just balance it by making the other paragraphs shorter in length.

Mention the word "free," and everyone listens. Use that word on your webpage, and people won't miss it. (I use it in our low-season rate specials. Guests, who rent three nights in the dead of winter, get one night free. It works.) There are several other words that scientists have proven as good attention grabbers, including:

[also include keywords words that describe your location or nearby activities as prospective renters may search for a rental nearby a local attraction, such as Algonquin Park, Crystal Mountain, Disney World, etc.]

You'll notice that beautiful, nice, spectacular, and magnificent were not on my list. These words are so overused - especially in titles - that they just don't have impact. Use them sparingly.

Using key words will help people imagine themselves in your rental. If you sprinkle the words "peaceful," "escape," "romantic," "quiet," and "couples" into your copy, you'll immediately draw the attention of empty nesters or busy young couples.

Proofread Before You Post

Use a spell-checking program to look for spelling and typographical errors. After you're done, ask three people to look over your property description. Choose people with good communication and writing skills and who will give you an honest appraisal. Ask them to review your writing for sentence construction, grammar, content, and effectiveness (would they be enticed to rent your property based solely on what they've read?). Don't publish your copy until you have three sets of eyes look it over and receive positive feedback. By having others review your copy, you can feel confident that you've written an accurate property description with real selling power.

If you enjoyed this article, you may want to visit http://www.HowToRentByOwner.com or purchase the above books on Amazon.com by clicking on the link above.