How to Conduct Short-Term Rental Marketing the Right Way

April 17th, 2023 Josh Hatter
little white house for short term rental

Short-term rental marketing is an essential part of running a successful rental business. Understanding local regulations and property income potential helps create a strategy that can remove the burden of management from your hands.

To succeed in short-term rental marketing, it is also crucial to establish credibility with your potential guests. This article will discuss tips and the best approach to attract more customers and increase profits from your rentals.

Understanding Local Regulations

1. Researching local laws and restrictions

For vacation rental owners, researching and understanding certain restrictions can help protect income potential over the long term and prevent costly legal issues.

Zoning regulations are some of the most important to understand, as these dictate how rentals can be operated in an area. Depending on your location, some cities may also limit the property rental duration and occupancy limits. Local laws and ordinances may also require you to obtain a permit or license to rent the property.

Failing to adhere to these regulations could result in hefty fines or even license revocation. Make sure you thoroughly research all local laws and ordinances related to renting out properties before starting any short-term rental management business. 

Ready to take the burden of property management off your shoulders? StayCVP takes a strategic approach to pricing and property maintenance to ensure you maximize the long-term stable cash flow potential of your investments. Schedule a consultation call to discover how we can help you navigate the evolving short-term rental market.

2. Staying up-to-date with changes

Staying up-to-date with changes to regulations is essential for any short-term rental owner. Reviewing local policies, permits, and zoning regulations helps you keep your rental compliant with all laws and ordinances.

It’s also important to take note of any seasonal fluctuations as well. Some jurisdictions may impose stricter restrictions on rentals during certain times of the year due to increased tourism or other nearby events. Keeping a close eye on the news will ensure you’re always ready for whatever comes your way when managing a short-term rental property.

3. Compliance and penalties

Compliance is the act of adhering to laws, regulations, and standards, and penalties are the consequence of non-compliance. Penalties can vary depending on the severity of the violation and may include fines, suspension or revocation of your driver’s license, or even criminal charges in extreme cases.

Assessing Income Potential

money, coins

1. Setting competitive pricing

Setting the right price helps you maximize profits and stay competitive in the short-term rental industry. Conduct market research and use dynamic pricing strategies to ensure you set the best prices. This information will help you understand what customers expect and how much they will pay. Dynamic pricing strategies involve changing prices based on supply and demand, pitching your prices against competitors, customer segmentation, and more. 

2. Maximizing occupancy

Google Trends is a powerful tool that can help you maximize occupancy and assess income potential. It allows you to identify seasonal trends and optimize your local marketing efforts by targeting specific demographics. Additionally, you can use it to track local events and discover untapped opportunities.

With Google Trends, you can analyze the popularity of Google searches to find currently trending topics, determine search patterns in your area, and gain insight into competitor research. You can also use it to attract more guests by tracking changes in search trends and identifying your target market’s interests.

3. Offering value-added services

One way to assess your income potential is by offering value-added services to help you stand out. These can include additional amenities and guest experiences.

For example, you could offer guests free breakfast or complimentary Wi-Fi. You could also provide unique experiences such as guided tours or cooking classes. 

Offering value-added services can increase guests’ satisfaction and loyalty, which can increase referrals. This act can be especially beneficial for owners in highly competitive markets where guests have plenty of accommodation options.

Differentiating Your Rental Property

  • Identifying unique selling points

As a landlord, it is important to identify unique selling points (USPs) for your rental property to stand out. USPs are qualities or features that make your property more attractive than other properties on the market. They can be anything from location, amenities, or even services you provide.

Consider what differentiates you from other landlords and how you can best showcase those qualities. Examine proximity to public transportation, nearby attractions, and any special amenities that may not be available elsewhere. Also, analyze any services you offer that could be attractive to potential guests, such as flexible lease terms or pet-friendly policies.

Once you have identified the USPs of your rental property, it is important to highlight them in all of your short-term rental marketing materials. Make sure potential tenants know why they should choose your property over others by emphasizing these unique selling points in your advertising efforts.

  • Eco-friendly and sustainable practices

cabin in the mountains копія

Going green is one of the best ways to differentiate your property from others in the vacation rental industry. In the past, green initiatives for rental properties were the icing on the cake. Now, they are becoming a necessity.

As rental property owners, landlords have an opportunity to make a positive impact on their tenants’ lives and their community by implementing eco-friendly and sustainable practices. From energy-efficient appliances to water conservation efforts, there are numerous ways to make your rental property more environmentally friendly.

  • Attracting loyal guests and encouraging repeat bookings

One of the most effective strategies for attracting loyal guests is to create an inviting atmosphere. This action could include providing amenities such as high-speed internet, cable TV, and other comforts of home. You should also ensure your rental property is well-maintained and clean. Offering discounts or special packages for repeat bookings also works.

Another way to attract guests is by providing exceptional customer service. Top-notch customer service could involve responding quickly to inquiries and promptly addressing any problems or concerns. It’s best to strive to communicate clearly with your guests throughout their stay.

Lastly, you could offer unique experiences or activities for potential guests. For example, arrange tours of local attractions or provide access to exclusive events. Creating memorable experiences for your guests will make them more likely to return and recommend your rental property to others.

Exceptional Property Maintenance

a man fixed a water supply

  • Regular inspections and upkeep

Property maintenance is essential to being a successful landlord or property manager. Taking preventive measures and conducting regular inspections are important to ensure your rental property remains in good condition.

In preventive maintenance, you must create a schedule to check for damage, wear and tear, or other issues regularly. Examples could be checking air filters, checking for leaking pipes, inspecting smoke alarms and carbon monoxide detectors, and inspecting the roof for any signs of deterioration. It is also necessary to have all systems serviced regularly by qualified professionals.

In addition to preventive maintenance tasks, resolving any issues promptly when they arise is imperative. This could include responding quickly to tenant requests or complaints and ensuring repairs are completed on time. By addressing problems quickly and efficiently, you can minimize disruption for tenants and protect the value of your property over time.

  • Professional cleaning and sanitization

Short-term rental owners and managers are responsible for ensuring their properties are in exceptional condition. Professional management services can help property owners and managers maintain the highest cleanliness, safety, and hygiene standards for their tenants.

  • Investing in property upgrades

For property upgrades, various options can help you maximize your return on investment. From painting and flooring to kitchen cabinets and light fixtures, you can make many inexpensive upgrades to your rental property to increase its value. Incorporating amenities can significantly enhance the appeal of short-term rental properties. Therefore, take the initiative to dazzle your guests by integrating thoughtful amenities specifically tailored for vacation rental properties.

Investing in energy and water upgrades such as radiant-heat flooring or automatic bathroom fixtures can also reduce long-term costs while increasing the value of your rental property. No matter what upgrade you choose, it’s paramount to ensure that it is cost-effective and beneficial for you and your tenants.

Efficient Management Solutions

Streamlining communication

Streamlining communication is a crucial aspect of efficient management solutions for short-term rental owners. By optimizing communication processes, you can enjoy various benefits that contribute to the overall management efficiency of their properties. Here are several ways in which streamlining communication can help:

  1. Faster response times: By establishing clear and efficient communication channels, you can respond to guest inquiries, issues, or emergencies more quickly. This leads to improved guest satisfaction and a better overall experience for guests.
  2. Better coordination with service providers: Efficient communication helps collaborate with cleaners, maintenance staff, and other service providers more effectively. This ensures that tasks are completed on time and that the property is always ready for new guests.
  3. Accurate and organized record-keeping: Streamlining communication involves keeping track of all relevant information, such as bookings, guest details, and maintenance requests. This makes it easier to manage the property and enables owners to make informed decisions.
  4. Improved guest experience: By providing timely and clear communication, guests will feel more comfortable and satisfied with their stay. This can lead to positive reviews and increased bookings, ultimately boosting revenue for the short-term rental owner.
  5. Centralized communication platform: Utilizing a single platform or tool for managing all communications ensures that you can access information easily and avoid miscommunication. This reduces the chance of double bookings, scheduling errors, or misunderstandings with guests.
  6. Time savings: Streamlined communication processes minimize the time spent on administrative tasks, allowing you to focus on more important aspects of your business, such as marketing and property improvements.
  7. Enhanced reputation: By providing an efficient communication experience, you can build a strong reputation in the short-term rental market, attracting more guests and generating higher revenues.

Streamlining communication plays a vital role in efficient management solutions for short-term rental owners. It improves response times, coordination with service providers, record-keeping, guest experience, and overall time savings. Implementing streamlined communication strategies can lead to increased bookings, revenue, and a stronger reputation in the market.

Automated systems

smartphone in hand

Automated systems can streamline processes and make operations more efficient, saving time and money. Booking and reservation management is a significant part of any business dealing with customers or clients. Automated systems can help manage direct bookings, reservations, and customer information quickly and easily. This system helps ensure customers have a positive experience when interacting with the business.

Payment processing is another area where automated systems can be beneficial. Automated payment processing systems can speed up transactions and reduce errors, ensuring that payments are processed quickly and accurately.

Popular tools and software for efficient management solutions include energy management software, booking software, payment processing software, customer relationship management (CRM) software, inventory tracking software, and more. 

Outsourcing to a property management company

Outsourcing is a business practice in which services or job functions are hired out to a third party on a contract or ongoing basis. It is an efficient way for investors to access the expertise and resources they need to maximize the potential of their properties while also allowing them to focus on their core competencies. Professional outsourcing management can help reduce risks, improve processes, and access senior management expertise.

When selecting the right partner for outsourcing management, it is vital to scrutinize criteria such as experience in the industry, customer service capabilities, cost-effectiveness, and scalability. Evaluating potential management companies should also include assessing their ability to provide continuity and minimize risks related to regulatory compliance, legal contracts, and quality assurance.

Unlock your property’s full potential with StayCVP’s maintenance and revenue-building expertise. We’re here to help you adapt to the changing STR landscape and ensure success in this competitive industry. 


Whether it’s through automated systems, outsourcing to a management company, or leveraging the power of cognitive neuroscience principles, there are many ways for property owners to optimize their short-term rental marketing strategies. 

With the right approach, you can make more money while taking better care of your properties. By understanding local regulations, income potential, and different management solutions available, you can conduct your short-term rental business with confidence and success.

Josh Hatter

By: Josh Hatter

Josh Hatter moved to Charleston from the Washington, DC area in 1999 to complete a Business Administration degree at the College of Charleston. He graduated from the Moore School of Business at the University of South Carolina with an MBA in 2010.

After spending nearly 20 years of his professional career growing businesses primarily supporting the US Navy, he decided to rent a single bedroom out of his home in 2016. Since that single bedroom nearly 6 years ago, he has grown his portfolio into several businesses owning investment short-term rentals both alone and with partners, as well as managing a portfolio of nearly 100 bedrooms for clients to help them meet their long-term investment property goals.

He loves supporting his clients, growing their investments and hosting thousands of guests as they visit Charleston through his property management company, Coastal Vacation Properties.