Vacation Rental Copywriting: How To Write an Irresistible Airbnb Listing
Are you struggling on Airbnb?
If so, copywriting for Airbnb might be the solution.
Copywriting is the art of using words to boost sales.
In this article, I will show you how to use words to skyrocket bookings.
Table of Contents
Why good Vacation Rental Copywriting is Crucial For Airbnb
With persuasive and clear wording, your listing will stand out and get more bookings.
Think of a magazine, the front page headline sells it and the contents hold your interest.
Words sell your listing in a similar way.
Also:How to get more bookings on Airbnb
Understanding Your Target Audience
Before you write a single word, it is essential to understand your target audience.
What market segment are you trying to attract to your property?
What motivates them?
Understanding your target audience guides your marketing.
Ideal Guest Persona
To write effective copy, you MUST create an “Ideal Guest Persona.”
An ideal guest persona represents your most valued type of guest.
How to identify your ideal guest?
Quite Simply:
You should target the type of guest who loves your place and is likely to return.
I highly recommend that you do market research to create a detailed ideal guest persona.
Highlighting Unique Selling Points
Find the unique thing that your guests appreciate most and sell it.
That’s your unique selling point (USP).
It’s what sets your property apart from the competition!
Your USP will help you find your niche in the market.
In today’s competitive market, you must serve a niche!
Is it the location, the amenities, or the stunning views?
By showcasing your property’s unique features, you can make it stand out from the crowd and attract more bookings.
Even if your property seems “ordinary,” its style or positioning should serve a niche.
In the example above, the host cleverly uses the remoteness of the location and views as a selling point to its niche, couples seeking a romantic escape.
Excellent vacation rental copywriting is not only words but also how you make your case.
Inspiration from Reviews
If you are stuck trying to come up with unique selling points, look at your reviews.
Your reviews are filled with powerful words that reveal the best of your property!
Additionally, guest reviews are social proof to back your USP.
Also: Is the Airbnb market over saturated?
Crafting Persuasive Titles
Your title and images are the first thing people see when they come across your listing.
Your title will make or break the listing.
Titles that clearly show the benefits (not features) of a property win.
So, clearly state the most crucial benefit of your property to your ideal guest.
Do not get too fancy with your wording, and do not state the obvious.
Like – 3BR Apt
Use powerful words that stir action.
Here are some powerful terms that you can use in your title.
- Cozy: Suggesting a warm, comfortable, and home-like atmosphere.
- Charming: Conveying personality and a pleasing aesthetic.
- Elegant: Indicating a sophisticated and refined environment.
- Peaceful: Promoting a tranquil and serene setting.
- Spacious: Describing a generous and ample space.
- Stunning Views: Highlighting the scenic aspects of the property.
- Hidden Gem: Suggesting a unique find that offers great value.
- Retreat: Implying a place of relaxation and rejuvenation.
- Central: Signaling a convenient location close to attractions or amenities.
- Exclusive: Denoting privacy, exclusivity, and a sense of luxury.
- Escape: Offering a sense of getting away from the usual or the hectic.
- Vintage: Attracting those interested in classic style and nostalgia.
- Modern: Pointing to contemporary design and amenities.
- Quaint: Evoking the charm of simplicity and the picturesque.
I have omitted the word luxury because it’s open to interpretation.
Use Rankbreeze
Rankbreeze is an excellent tool with features that allow you to generate great headline ideas quickly.
See our Rankbreeze Review
Leverage Image Captions
Image captions are your opportunity to offer a virtual guided tour.
Think of it like showing guests around with detailed explanations of each space. That’s more convincing than showing guests around in silence.
Each photo should have a compelling description to help the potential guests immerse themselves in your listing.
After all, if someone has gotten that far into your listing, they are looking for details to answer lingering questions.
Image captions are your chance to seal the booking.
I have seen way too many hosts ignore their image descriptions.
That’s a huge mistake.
When you think of it that way, you are building an immersive experience in your website or OTA property listing.
Isn’t that cool?
Persuasive image descriptions also increase your listing’s engagement, which boosts rankings.
Write the image descriptions to help guests imagine themself at your property.
Writing Compelling Airbnb Descriptions
In addition to photos, your property listing should include compelling descriptions of your property.
Use your descriptions to highlight your property’s unique features, including any amenities or special touches that will make your guests’ stay more enjoyable.
The description summary has a 500-character limit, so be concise and persuasive.
Use simple language like speaking to someone at an 8th-grade reading level.
That language level is recognized as the sweet spot for communicating quickly with copywriting.
Remember that the harder your listing is to read, the fewer people will read it.
The following section is about “The Space”.
Here, you get more room to describe the property.
This is where you get more technical about the property. People need details about the size, layout, and style here to make a booking decision.
Remember, if a potential far has gotten as far as your description of the space, they need specifics.
Keep your tone friendly and welcoming with descriptive wording that is as clear and informative as possible.
Make it accurate.
Your descriptions must be accurate so that you set the right expectations.
By writing accurate descriptions, you will filter out guests who won’t appreciate your property.
Writing for Mobile Devices
Most people use mobile devices to search Airbnb.
So, it’s vital that your property listing is optimized for mobile devices.
Ensure that your property listing is easy to read and navigate on smaller screens and that all the information is presented clearly and concisely.
Writing for mobile users will prompt you to keep things simple. People do not read, but instead, they scan through web pages.
Write your copy so that people can clearly understand what you are saying at a glance.
Only the first 32 characters of your title show up on your mobile, so make it concise.
I recommend using all 50 characters for your title, but make the first 32 characters impactful.
Monitoring and Updating Your Airbnb Listing
Finally, it is essential to monitor and update your property listing regularly. Keep track of how many inquiries and bookings you receive and adjust your listing as necessary.
Rankbreeze is particularly good with this and offers a feature where you can do A/B testing (creating two versions and testing to see which is better using data) and the capability to monitor and tweak your listings over time.
Rankbreeze even has a dynamic pricing feature that automatically adjusts your rates.
Also, Rankbreeze vs. Pricelabs: Which Works Best For Short-Term Rentals?
Conclusion
Excellent vacation rental copywriting is critical for a high-performing Airbnb listing.
Also: How to Market Your Airbnb: The Ultimate Guide 2023
To create a killer Airbnb listing with excellent copy, you must;
- understanding your target audience,
- highlighting your unique selling points,
- use descriptive language,
- include high-quality image descriptions.
Achieving these things will make your listing stand out and drive bookings.
Contact me today if you want to get your Airbnb listing worded for more bookings.