How to Get Your Unfair Share: Mastering Short-Term Rental Marketing

Beautiful inviting short-term rental home in scenic mountain setting with welcoming porch

Unlocking the Power of Strategic Marketing in Short-Term Rentals

Standing out in the short-term rental market isn’t about luck—it’s about strategy. On a recent episode of the Vacation Rental Revolution podcast, host Shawn Moore and marketing expert Jake Sheehy pulled back the curtain on how to truly capture your ‘unfair share’ of bookings and dominate your market. If you’re ready to maximize your vacation rental investment, this episode delivers the clarity and actionable steps you need.

The Three Pillars of Vacation Rental Marketing

1. Attracting the Right Guests

Marketing isn’t just about visibility—it’s about attracting the right guests who value your property’s unique experience. Shawn emphasizes that too many owners believe marketing will fix any problem, but the reality is that even the most creative campaign won’t compensate for a poorly chosen property or a generic experience. Start by identifying your target audience and tailoring every aspect of your property to their desires. What draws them in? What experience are they yearning for? Your marketing should answer those questions in every piece of content, from your listing descriptions to your photos.

2. Converting Interest into Bookings

Once you’ve captured attention, the next step is conversion. Your listing needs to stand out visually and emotionally. High-quality, professional photos are non-negotiable—think of them as the ‘paint job’ that makes people want to take a closer look. But stunning visuals aren’t enough. Your copy should tell a story, highlight unique features, and set clear expectations. Make sure every guest can envision themselves making memories in your home.

3. Retaining Guests and Building Loyalty

Acquiring a booking is only the beginning. The real magic happens when you create raving fans who return year after year. As Shawn shares, stellar guest experiences drive loyalty. Simple touches like thoughtful check-ins, personalized recommendations, and prompt communication go a long way. Remember, marketing continues after the booking—delight your guests and encourage them to share their experience with friends and family, multiplying your reach organically.

Why Most Struggles Aren’t Really Marketing Problems

According to Shawn, 90% of the properties he audits don’t struggle due to poor marketing—they struggle because they lack a compelling guest experience or are in suboptimal locations. Before pouring resources into ads or fancy websites, audit your offering:

  • Is your property in a desirable location for your target guest?
  • Does your property offer a unique, memorable experience?
  • Have you identified and designed for a clearly defined audience?

Only after you’ve optimized your property for your audience should you layer on sophisticated marketing strategies. Effective marketing is like pouring gasoline on a well-built fire—it amplifies what’s already burning.

From Awareness to Loyalty: Mapping the Guest Journey

Shawn and Jake break marketing down into four stages: awareness, consideration, conversion, and loyalty. To win in each stage:

  • Awareness: Use professional imagery, engaging social content, and direct outreach to reach your audience where they are.
  • Consideration: Make it easy to book. Use clear calls-to-action, fast response times, and transparent pricing.
  • Conversion: Offer incentives for booking direct, such as welcome packages or discounts on future stays.
  • Loyalty: Stay in touch after the stay—send thank-you notes, invite reviews, and offer early access to future dates.

Common Pitfalls and How to Avoid Them

Don’t Overlook the Basics

Marketing won’t mask foundational issues. If your property isn’t meeting basic guest expectations or you’re not clear on your target market, no campaign will generate sustainable success. Invest in the guest experience first—then let marketing become your force multiplier.

Don’t Copy–Differentiate!

Your goal is to stand out, not blend in. Analyze your competitors, but never copy them. Look for gaps in the market that you can own—maybe it’s a pet-friendly policy, a family-centric game room, or curated local experiences. Lean into your property’s unique story and let that guide your marketing message.

Action Steps for Owners Ready to Win

1. Audit Your Property and Experience: Make sure you’re offering something special to a clearly defined guest.

2. Invest in Professional Photography: Quality photos are your property’s first impression.

3. Clarify Your Brand Message: Tell a story with your listing—don’t just list amenities, describe experiences.

4. Create a Marketing Plan: Map guest touchpoints from discovery to post-stay follow-up.

5. Never Settle: Keep refining your offering and marketing as guest preferences evolve.

Conclusion: Build a Life You Don’t Want to Take a Vacation From

The most successful short-term rental owners don’t just market properties—they market experiences and connections. By focusing on the fundamentals, differentiating your property, and leveraging strategic marketing, you can claim your unfair share of bookings and build a business that supports your ideal lifestyle. Ready to get expert guidance on every phase of vacation rental success? Schedule a call with Vodyssey today and take your first step toward true lifestyle and financial freedom.