As a vacation rental owner, one of the first things you learn is how to make the most of the peak season.
For the Ozarks, summer draws the largest crowds to the area, particularly in June and July. During this time, you can expect subsequent bookings after the next at the highest market rate.
Yet, what do you do when peak season ends?
Rather than let your rental sit vacant at a loss, you can market it for shoulder seasons. Off-season in this area is the cooler months of fall and winter. Attracting guests in the off-season requires a different type of marketing campaign.
Here are a few ideas to get started.
Autumn-Themed Marketing Campaigns
Plan your off-season marketing materials well in advance so they're ready to publish by September.
The picturesque Ozarks is perfect for fall-inspired marketing campaigns. Consider marketing it as a new Thanksgiving tradition, featuring families gathering around a festive meal in a cabin. Autumn in the Ozarks is ideal for print marketing campaigns like postcards, calendars, and Instagram grids and reels.
The off-season is an excellent time to get your seasonal marketing in order. Autumn-themed images trend high on Instagram; social shares also generate more website traffic. Make sure your vacation rental site (or listing) is ready for fall bookings.
Autumn marketing also requires seasonal home staging.
Short-term rental guests expect furnished properties. This time around, you can be more creative with decor.
Decorate your curb appeal with pumpkins and your living room with harvest-themed centerpieces. These creative touches look great in home staging for vacation marketing.
If you're looking for professional home staging, you can always hire a property manager who can handle every detail, including the entire marketing campaign.
Attracting Guests In the Off-Season With Pricing
Setting a price is one of the first things you should do before the off-season begins.
Start by researching other shoulder season rental prices in the area to gauge the market. Another option is to offer discount promo codes that guests can apply at booking.
You should always get a free rental valuation first before setting an official price. You'll also understand your appreciation value over time.
Always stay on top of the market rates. You can adjust shoulder season rates throughout the months to maintain consistent income.
Know Your Target Audience
Make sure you're promoting your vacation rentals to the right target market. Market research will yield the strongest segments, like families or college students. Since shoulder seasons fall between autumn and winter, you're more likely to attract families.
Spend your marketing budget wisely on channels most appropriate for this niche. Instagram is always a smart choice since millions of users browse real estate on the platform daily. Facebook works if you want to advertise to a specific region or zip code.
Analyze your current (and past) guest base to find any location trends. This will ensure your ads are reaching leads with higher booking potential.
Get Your Shoulder Season Strategy Ready
Attracting guests in the off-season gives you a chance to apply creative, seasonal marketing for fall and winter. Remember the above tips when developing your game plan.
PMI Lake Of the Ozarks has a team of vacation rental experts ready to turn your property into a success. Call us today to start scaling your portfolio.
