Vacation home descriptions that convert
Hey there fellow hosts!
We hope this blog post finds you well and that you’re raking in those bookings. Today, we want to share a little trick that most hosts don't know and it can help you stand out among the millions of listings out there. It will help with your descriptions anywhere. We’ll also go through an activity where we give you an Airbnb description example and break down the good, the bad, and the ugly truth of it so you can create your own listing description that converts.
But first…
Forget everything you heard. This one thing will help you write vacation home descriptions that convert the best guests.
You may have heard that you should write your listing description to appeal to a target market. Know your audience, right?
Wrong.
💡According to a study by Airbnb, more than 50% of guests who book vacation homes are looking for authentic experiences.
This means they want their host to be authentic too!
Writing a description for a mass audience reads as generic. Guests see through it. The ones that like hotel-speak will also likely treat your rental like a hotel (and we’ve all heard horror stories about that).
Guests looking for authentic experiences want a glimpse into how you would describe your listing to a friend. Think about it, when you tell a friend about a great vacation rental you found, you probably don't start with a list of amenities or a bunch of superlatives. Instead, you probably talk about the unique features or experiences that made your stay special. That's exactly what you should do in your listing description.
So how do you write authentic copy?
{1}
Picture one person that you’d like to stay in your rental before you start writing your copy. Not a whole group (like every family). One person. We picked Sally. 🧘
{2}
Use natural language to describe your property's 🏞️ unique features and benefits to Sally.
Instead of just listing the number of bedrooms and bathrooms, describe the cozy feeling of waking up in a room with a fireplace, or the convenience of having a private entrance. Instead of just describing the location, talk about the amazing view from the terrace or the proximity to a local farmer's market.
{3}
Focus on 3-5 killer sentences that will captivate Sally. 🎤 List all the other benefits as bullets after that.
Remember, most people will read the first few lines of your description, and glance through the rest. So make your first few lines count! Check out an example below.
Airbnb Description Example
Example: A beachfront property
The Airbnb description example provided below is repetitive and lacks a personal touch. It simply reiterates what can already be found in the amenities list.
How we would rewrite it…
Come stay in one of our beachfront apartments! You'll wake up to the sound of the ocean and the fresh smell of salt in the air. You’ll be in our first-floor unit which is cozy, but spacious, and has a private patio. It also has a full kitchen which is great for preparing meals, but if you aren’t in the mood to cook just take a short walk to Flagler Avenue for restaurants and fun entertainment. You might even make some friends during your stay when you use the shared common spaces available for all 4 units of our building.
Here are a few other things to keep in mind:
You'll have beach chairs and towels at your disposal to take a dip in the ocean any time you want!
Each unit has 2 parking spaces, but if you need more, there's free parking along the street.
While our guests all tend to be friendly, remember that our units are apartment-style, so please be mindful of noise, pets and other guests.
We are required to collect a 6% tax as a management fee. This doesn't go to us, it's just a County Sales Tax.
We hope to make your stay unforgettable.
You’ll notice that the example:
✅ Feels human and personal — the use of ‘our’ v.s. ‘the’ is peppered throughout the copy
✅ Has a single target in mind — Sally wants to relax but she is social and therefore craves some flexibility
✅ Paints a picture — If Sally is already looking for a beachfront property, she is reminded that this beachfront apartment will give her everything she needs
✅ Shares important notes in a friendly manner — these notes are layered in after the ‘sell’ as friendly reminders to a trusted future guest
By making your listing more personal and relatable, you can help guests connect with your property on an emotional level and increase the chances of them booking. Don't be afraid to let your personality shine through and highlight what makes your property unique.