marketing : know your property
Know Your Holiday Property
Although we'd all like to own that £1m villa with swimming pool and jacuzzi, the chances are we don't and if we did, we probably wouldn't need to rent it out.
That doesn't mean our holiday properties are worth any less to us with the opportunities in the rental market. Some would argue that the lower down the price scale you go, the larger your audience. The point is that the market is not only large, it is very diverse.
A 2004 survey by The Guardian Newspaper revealed that the average family holiday abroad costs £2725, with 27% of people preferring to organise their own holidays. How does that fit with your costs and what you charge?
Not All Holiday Properties Are The Same
An apartment in the middle of a lively resort town is not going to be suitable for families with children, disabled people, golfers, etc. You need to know your holiday property and what it has to offer so you can prospect to your customers realistically.
Talk to people and find out from existing customers what they think about your holiday property and accept criticism - in fact, welcome it as it will make you get better and create the right holiday property.
Ask, Respond, Reward, Change!
You have never holiday'd in your own property. The experience you have is different from the customer. Bearing that in mind, they actually know more than you about what appeals to your customers.
Ask - Create a way of asking your customers what they think (in the easiest way possible for them), the more options you can can give them the better. The easier it is for them to do, the more feedback you will get about your holiday property. And, make sure you ask for honest feedback. Tell them why you are doing it. This also has the benefit of enhancing your reputation as a quality conscious holiday property owner.
Respond - Let your customer know that you have received their feedback. Don't take it personally! Thank them for it and then let them know you will be acting on it. Be specific and maybe ask for any suggestions to improve on these negative points. Electronic means of communication can make this process easy and cost-effective for you. Make them feel that they have a say - they will feel a sense of belonging to your community of holiday property renters - everyone likes to be a member of an exclusive club.
Reward - Reward people for making positive suggestions or just for completing the survey form. Offer them a discount off a future rental with you. If anything, this may encourage them to come back and it hasn't cost you anything if they don't. Remember, these people are the lifeblood of your operation - without them you don't make money and you don't cover costs. Don't see it as giving away something for nothing, because they have given you the very information you need to improve your holiday property.
Change - Act on the feedback you get, even if it means changing something that you really like. Remember, it's not about you, it's about the customer. And when you've changed it, tell people.