Writing a Copy that Sells - How to Create a Good Property Description
In the online industry it is all about content. High quality and relevant content that entices readers and makes them visit our website and buy our product. This simple rule also applies to the vacation rental industry where the more captivating description of your property you provide, the more attention you will get.
As Frank pointed out in the previous post, the first step to get visitors to your property listing is by uploading high quality and professional pictures. We all judge by the cover, so you should make sure your “cover” sells. After viewing your photo gallery, travelers usually want to find out more about your place by reading your description.
How to make them read it all and how to convince them to book your property? It all starts with a powerful title that just cannot be missed. Take some time to look at the competition in your location and make sure your title is original and stands out. Try to avoid generic titles and think of features that distinguish your vacation rental from others (For ex.: Affordable Beachfront Italy Villa Ideal for Family Getaways).
Now comes the toughest part, writing a compelling description. I gathered some tips that might be useful for you during the process. Remember to aim for 400 words or more, it’s the optimal length for a description.
1. Think of unique features of your place and use them as your most powerful weapon. Is your villa waterfront and offers gorgeous sunsets? Is it spacious and sleeps large parties? Write down all the attributes and elaborate on them in separate paragraphs.
2. Use details. Travelers like to picture their future vacation house and plan what to pack and what to leave behind, so be specific and provide a short description of each bedroom, amenities and extras (ex.: beach towels, bikes, linens).
3. Write about nearby attractions as well. Most travelers like to plan their vacation activities and they greatly appreciate such information. Provide them with a mini guide of things to do in the area. How close it is to the beach/hiking trail? What other great attractions can be found nearby? (Ex.: Amusement Parks, nature trails, museums and art galleries).
4. Add a personal touch to your description. Don’t be afraid to show emotion and inject a little feeling to your text. Let travelers know who you are and how long you own the house. Also, relate to the experience of your previous guests, for ex. “Our guests love watching sunsets from our lakefront deck and watching movies from our wide DVD collection”. Emotion sells.
5. Last but definitely not least. Keywords, keywords, keywords! Think of the keywords that travelers use to search for vacation home in your area. What would you put in search box when looking for a vacation rental? You can also use numerous keyword research tools that are available on the internet for free. Make your list and try to insert keywords to every paragraph of your description. This will help travelers find your property better in search engines. Examples of keywords are: Orlando vacation rentals, Orlando condos, Orlando accommodations.
I hope that you found my mini guide useful. Remember that the bottom line is to convince travelers that your place is the one they are looking for. With this in mind, the creativity will follow.
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