Turn This Year's Renter Into An Annual Vacation Rental Guest

By Author: Michael Canson
Total Articles: 7
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Just good business sense!

When you think about it, it makes no sense to let a satisfied renter get away without leveraging his satisfaction to your benefit. Why would you hesitate to go that extra little mile to make sure he returns to your home-away-from-home next year or in the near future and is willing to refer his friends, family, colleagues? Once you've put in the initial effort to attract that renter and then work hard to ensure his satisfaction, you've got a captive audience. Persuading him to return should take less effort than the first time around. And his personal recommendation to others is worth gold!

In the business world, success depends on repeat customers and their referrals - the vacation home rental business is no exception. Which is why it is startling to note that repeat renters in this business account for only 10% of all bookings. Which is why we need to get you thinking about how to improve your batting average! In addition to making your business more profitable and ultimately less labor-intensive, it has been shown that repeat renters take better care of your property than do one-time ...
... visitors.

An ounce of prevention or a pound of cure?

So where to start? With the basics. Make sure that nothing goes wrong during your guest's visit - irritations are not an option! That means doing preventative maintenance, making sure everything functions properly, that no equipment is missing, that everything is spick and span and smelling clean - no overpowering odors please.. Think about your own vacations and the expectations you yourself have.

Hook your guests on your Tender Loving Care

We live in a fast-paced world where many of us feel like a number much of the time. So the quality of the human contact you're able to establish with your guests can make all the difference. Most people love to return to a place where they were totally comfortable, where it felt like home, where their needs were fulfilled. If you can recreate that feeling, you're half way there.

Begin building that relationship by talking on the phone before your guests arrive. This will allow you to get to know them a bit and provides an opportunity for you to be helpful by giving suggestions for activities. Call them back a day later with information you researched about children's activities, for example - they'll know you care.

Any little touch you can bring to make your guests feel welcome and special when they arrive will be appreciated and remembered. It doesn't much matter what that touch is - a few days' supply of coffee, fresh flowers, a bottle of local wine or other local specialty, chocolates, a folder of tourist pamphlets, a gift certificate to a local restaurant. And don't forget the children - a coloring book, an inexpensive toy, a child-size table where they can eat and do craft projects.

Make sure your guests know they can count on you during their stay for help or advice. Without invading their privacy of course, try to get to know them better, discover what their tastes are. Consign these notes in a database for all your guests - this will prove useful. If you check in a couple of times during their stay, your guests will know you care about the quality of their experience and it will allow you to find out if they are enjoying themselves or not. If you learn that the kids are bored, for example, you can save the day by quickly stepping in with suggestions for activities.

Absence makes the heart grow fonder... as long as you stay connected!

When your guests leave, hand them a small gift to remember you and your home by. Send them a thank-you note right away.

Don't let them forget you during the year - send a holiday card. Use email or a newsletter to regularly inform them of improvements to your home or your region. Add a photo of your home or yourself to keep the memory alive in their mind's eye.

As vacation planning time draws near, call your former guests to enquire about their vacation plans. Prepare two or three messages before you call - your database now contains interesting notes about them and you can also mention regional improvements, festivals and other events. Consider offering a special promotion. Don't put pressure, just say they were wonderful guests and that you would love to have them back some day soon.

And when they do return, do something special for them, such as a free night or a Spa session.

Word of mouth - still the No. 1 marketing tool

Did you know that even professionals forget to ask satisfied customers for referrals over 90% of the time? What a shame, since referrals are known to be the best marketing tool out there!

So before your guests leaves, ask them what they enjoyed the most about their experience and what suggestions they could make to help you improve your product. Then ask for three names of friends, family members or colleagues. Ask permission to phone a few days after your guests get home to obtain email addresses and phone numbers. Ask your guests to take a few of your pamphlets to distribute to others. You can make it worth his while by offering them a discount on their next rental with you for every referral who books with you.

References
1. PhoCusWright, Vacation Rental Marketplace: Poised for Change (Sherman: PhoCusWright Inc., 2009)
2. Lynne Christen, 101 Vacation Rentals Tips (Charlestown: LifeTips.com Inc., 2006)