The Art And Science Of Responding To Vacation Rental Inquiries

By Author: Michael Canson
Total Articles: 7
Comment this article

So what's so complicated, you say, about providing information and answering questions from potential vacation renters? After all, as an owner, you certainly know your property well. And it's not like it's rocket science or something. Or is it?

As you will see in this issue and the next, responding effectively to inquiries - in a way that maximizes your chances of securing bookings - is a well-balanced cocktail of technology, behavioral science, intuition, good communications and experience.

How Your Computer's Auto-Reply Capability Can Become an Ally

You're not always in front of your computer when inquiries arrive. And responding to all those inquiries can be quite time-consuming. But you've learned that not responding in a timely manner is not an option - it may mean losing bookings. On the positive side, your quick turnaround tells a potential guest that you'll be just as responsive in dealing with any problem that may arise during his stay. So what's the solution?

You've probably noticed those automatic computer messages that business people generate to confirm reception of email when ...
... they're away from the office for any extended period of time. You too can put this tool to good use in your rental business. Setting up an auto-reply message can help you manage your initial contacts with your potential renters. The technical procedure is pretty straight-forward, but if you can't figure it out, ask a technician or friend for help.

Start by deciding what level of information you want to provide in this first correspondence - which will be your second chance to make a positive impression. Renters will have already viewed your property listing, which means your auto-reply message should include some additional useful information. However, it's important to avoid overkill at this stage - it's often better not to tell all until you have a better idea of your renter's needs, desires and personality. So save the detailed explanations and the answers to his questions for your next communication. With experience, you will get a sense for how much info and which precise details to include in this first communication, and how to work up from there. You might want to include some of your own questions, to help you screen the renter.

Some owners have simplified their lives and that of their renters by setting up a Web page that provides standard, high-quality information to renters. Your first communication with your potential renter could simply be a referral to your Web page. If this is your approach, make sure that you still sound warm and personal in your email message and not distant or mechanical.

While you're thinking about what to include in your first communication, why not set up today a warm but professional auto-reply message such as this one:

We're so pleased that our property caught your attention! We're very much looking forward to telling you more about it and our exciting region and answering all your questions. We promise to get back to you within 24 hours. Please tell us where you learned about our property and if this is your first trip to our area.

Remember to provide your name, contact info and the name and reference ID of your property on third-party Web sites so that the renter who has been exploring several properties can remember yours. If you have a web page, add your link as well as a link back to your property listings on those other sites. Make sure you know how to activate (hyperlink) these links in your email (see Insert menu). Reiterate the dates to avoid confusion later.

The Fast-and-Dirty Response

When you're ready to sit down and answer those inquiries, start by glancing through all of them to identify those that can or should be handled urgently - there are at least four types in this urgent category.

* Last-minute bookings: If a renter has decided to organize a last-minute vacation, there's no time to lose - you'll need to give priority to his request.

* Dates and pricing: Many renters start their search by sending off messages to several potentially interesting property listings. All they are interested in at this point is availability and pricing, so don't waste their time or yours by providing a lot of information they don't want at this time. Two exceptions: If you're booked out on the requested dates, do provide alternate dates - this might turn things around. And don't lose an opportunity to invest in the future: Add a "hook" - some tidbit of info that could work to keep you high on the renter's priority list, if not for this vacation then sometime soon.

* Poor match: With experience, you'll be able to identify renters who are unsuited to your property. These situations will be easier to handle if you have already taken the time to determine exactly who your target clientele is and what kind of renter you want to avoid. Matching the inquiry against that list - and against your rules and regulations - should allow you to screen. Remember to send these people a thoughtful email thanking them for their interest and telling them why your property is not the right one for them.

* Scams: Watch out for suspicious emails - among tell-tale signs are offers to pay by wire transfer or other unusual payment methods, confusing or contradictory information or multiple grammar mistakes. A quick phone call to the supposed renter or a reverse phone search will help confirm your intuition. If you are pretty sure that the inquiry is a scam, delete the email and warn the sites on which you list your properties.

Email or phone call?

Now that you've sent your "fast-and-dirty" messages off into cyberspace, you'll need to decide how to deal with the remaining inquiries - which ones can best be handled by email and which require jumping on the phone. There are advantages and disadvantages to both methods of communication.

Email

- Rapidity and flexibility: Both parties can communicate at any hour of the day or night - especially interesting for international communications.Downside: Although email is fast, you don't know if the renter is in front of his computer or not or how fast he will get back to you.

- Personal preference: For many professionals, email is the preferred means of communication. Downside: To maintain credibility, messages must be impeccable - good grammar and no spelling mistakes. And look to strike a good balance between business-like and warmth.

- Quality of info: Email enables you to provide complete, standardized, well-thought-out and well-crafted information. Whereas it may take time to prepare a well-written message, you can do this when you have time and it may save long, not necessarily productive minutes on the phone.

- Mutual trust: Written communications can convey your professionalism but they don't go very far towards establishing the mutual trust so vital to closing the deal.
Downside: If one or both parties do not communicate clearly in writing, confusions can arise which can take a few more emails to rectify. Misunderstandings and unintentional insults can also occur - it's not always easy to get a sense for a person's intentions, mood or reaction.

- Screening: Downside; A poor means of screening renters.

- Keeping a trace: Your email chain - one per renter please -provides a record of agreements negotiated and info exchanged with the renter. Handy for easy reference and can avoid unpleasant discussions down the line.

Phone

- Rapidity and flexibility: If you can be the first to reach a renter who has written several owners, you may be the lucky one able to establish a relationship, make things easy for the renter and close the deal faster. A conversation can usually give you a better idea as to how serious a renter is about booking and how much time you should invest.
Downside: Check time zones, respect meal times and never call past 8:00 p.m. Always identify yourself and ask if it's a good time to talk. If the renter provided his phone number in the inquiry, you can take it for granted that he will welcome your call.

- Personal preference: Some renters feel better speaking to a real person and like to get a feel for what kind of owner you are.
If you don't write well, phoning is probably a better option.

- Quality of info: You can usually provide clearer, more detailed answers during a phone conversation where you can validate that you are understanding the question properly. A phone call will probably save you time when a renter asks multiple, detailed questions about your home and your region. Confirm any important decisions by email following the call.

- Mutual trust: A phone conversation gives both parties a chance to get to know one another better. You can use this opportunity to demonstrate your professionalism, your vast knowledge about your region and your generosity and warmth. And build trust.
Much easier to stay tuned into phone "body language" and correct misunderstandings as they arise.

- Screening: Easier to screen renters and check out scams.

- Keeping a trace: Downside; Both parties must rely on notes taken during the call. It could be difficult to reconcile different interpretations. Remember to confirm important decisions in writing following your call.

Building a FAQ to Answer Typical Inquiries

If you're an old hand at this vacation rental business, you already have a good idea about what questions potential renters typically ask. You also know how important it is to provide clear and thorough answers. And you know how time-consuming it can be to deal with these inquiries, and how easy it is to forget something.

So why not make your life - and your renter's life - easier by preparing a FAQ - Frequently Asked Questions - like companies do. You'll save lots of time and mental energy and will be sure to provide the same clear, concise, thorough answers each and every time.

Start your FAQ by noting all the questions and sub-questions your renters ask. Organize the questions into logical categories. Put yourself in the shoes of your target clientele and mentally go through the motions of searching for a vacation property, planning the trip, arriving at your property and experiencing the vacation itself - this will help you capture all the questions. Then add additional questions you wished your renters would ask because it would allow you to sell your property and your region even better.

If you're new at the rental business, start building this FAQ document now. Take notes during phone calls with renters and write up the question and answer as soon as you terminate the call. You'll have a helpful tool in no time at all.

Remember to do research to be able to provide complete and accurate information about your town and surrounding region. Stay in close contact with city and tourist officials to make sure you are aware of coming events and that you know about any improvements being made to local amenities. Become a sort of tour guide yourself - the more you can talk knowledgeably about your area and sell its features, the better your chances of securing the booking.

Your FAQ should include at least the following info:

* Rates: Avoid unpleasant surprises and tense discussions down the road by providing clear, detailed, up-front information about your rates and any extra costs. Provide info about number of guests, number of nights, cleaning costs, cost for pets, sales taxes, deposit amount, deadline for final payment, etc.

* Reservations: Explain your procedures, including deposits, signed contracts, arrival and departure times.

* Rules and regulations: Clarify rules and regulations such as smoking, pets, number of guests to a room, parking.

* Location: Remind renters that they can view the general location of your property on Google Map - but don't give your address until payment has been cleared.

* Regional Attractions: Point out some of the activities and attractions in your area so renters know they have identified the perfect place for their vacation. Include a few helpful Web site links.

* Benefits & advantages of your property: Remind renters why they should choose your property over others in your area.

When writing up your answers, try to take a marketing / sales approach. To help you, prepare a list of the Benefits & Advantages of your property and your region. Talk about what makes you different, unique, a better choice over similar properties. We'll talk more about this approach in a future issue. If your writing skills leave something to be desired, ask a friend, colleague or professional reviser to edit your texts.

You might also want to think about creating a simple, attractive Web home page with a brief description, personal message, testimonials from past guests and more photos of your property. You could simply post a .pdf of your FAQ. Every time you update your FAQ, remember to replace the .pdf version on your Web page. Also ask yourself if the improved FAQ could help you enrich your vacation rental listings on third-party sites.

Keep your FAQ near the phone and computer. When speaking with your renters, don't read the answer - you'll sound scripted - just keep the FAQ handy so you won't forget anything. When communicating by email, just cut and paste your answer, then personalize it for that particular renter.

References
1. Bridget McCrea & Stephen Spignesi, Second Homes for Dummies (Indiannapolis: Wiley Publishing, Inc., 2007)
2. RentalSeal.com