Advice from a vacation rental listing expert
As an Airbnb host, you know how important it is to have a great title and description. Your guests need to picture themselves staying there and enjoying their experience. To get the top spot on Airbnb search results, your description needs to be compelling and convey the uniqueness of your property.
As a copywriter, I help Airbnb hosts craft descriptions that appeal to their target audience. Here are a few of my favorite tips for writing a great description.
Research your local area on Airbnb
By logging onto Airbnb, you can easily access a wealth of information about the local rental market. Imagine you have a vacation home in the Phoenix area that you plan to rent out for $300 a night. Try searching for “Phoenix” and setting the price filter to between $250 and $300.
Next, check out the listings for homes with more than a hundred 5-star ratings. What do they all have in common? A stylish interior? A great location? A pool?
Then, read through the reviews left by previous guests. What do visitors seem to appreciate most when they stay in this area? Plenty of space for the whole family? Nearby attractions? Pet-friendly?
By doing your own market research, you can identify trends in your local area and understand exactly who might be interested in renting your property.
What are the top three features of your property?
Knowing the best features of your property can help you rent it out more easily.
Many Airbnb hosts choose to describe the city where their property is located rather than what they can offer their guests. i.e. “New Orleans is a great place to visit. It has great attractions, restaurants, and fantastic nightlife.” Your guests are familiar with the location they are traveling to and can learn more about it from other resources. Instead, take this opportunity to focus on your property and make it shine.
You can make your Airbnb listing more appealing by highlighting three unique selling points that set it apart from similar properties. Maybe you have a large kitchen with a big refrigerator to prepare family meals? Perhaps your property is large enough to accommodate 15 people, making it perfect for a family reunion. Or do you have a backyard with plenty of activities to keep everyone entertained?
I worked with a client in Santa Cruz who wasn’t getting much interest from potential renters. After reviewing her photos and descriptions, I realized she had missed some key features of the house. She spent too much time describing the town of Santa Cruz and not enough time on the value of her property. Instead, I found the best aspects of her home to be its proximity to beach attractions, its upscale furnishings, and its spa-like amenities.
I’ll use the example of the Santa Cruz property to show how I build out a description.
How to write a great Airbnb title
When you think about it, your listing’s title is the most important part of your listing. It’s the first thing that people see in their Airbnb search results, and it will determine whether they continue looking at the listing or scroll immediately to the next one. You want to captivate your reader’s attention, so you need to use your 50 characters wisely.
My client in Santa Cruz wanted to attract upscale families, so we focused on the amenities these people want and used language that appeals to them.
I chose “Luxury Retreat: Perfect Place to Relax and Explore”. The language is gentle and soothing. There are no exclamation points. It makes you want to read more.
Here are examples of titles I wrote for other properties:
- Desert Retreat for Families: Pool & Putting Green
- Luxurious Vacation Compound with Large Pool & Spa
- Star Point: Large, Modern Family Home + Roof Deck
As you can see, it takes only a few seconds to get a sense of the property and its best features. And it makes you curious to read the next section…
How to write “About the space”
A great description is a combination of information, warmth, and style. Instead of listing every feature your space offers, tell a story about why people should visit. If your home has a jacuzzi, describe how it’s a perfect place to unwind after a long day. If you’re writing about a cabin in the woods, describe how your guests can gather around the fireplace to relax and warm up after a hike.
For the Santa Cruz property, I wrote:
You can see I clearly highlighted the three biggest selling points of the rental by using storytelling.
Note: An important part of writing a great Airbnb description is being honest about the space you are renting, what it offers, and what it doesn’t. The best way to do this is by being upfront with your guests about the condition of your home, including any quirks or drawbacks that come along with it.
How to write “The Space”
This section should be rich with details that give potential guests an idea of what they can expect in the space. To ensure that your Airbnb listing stands out and attracts attention, be specific in your description. Don’t just list off amenities — give a little context about why they matter and how they benefit guests.
For example, if you have a fully equipped kitchen, don’t just say that it has everything “you need to cook a meal or two.” Instead, talk about each item specifically: “The kitchen has all the appliances needed to cook practically any meal you could think of: a gas range with six burners (three of which are induction), an oven with digital temperature control, and an integrated microwave/convection oven.”
For the Santa Cruz property, here is what I wrote:
As you can see, I used this section as an opportunity to be VERY descriptive, describing every single space in the home. I did this for two reasons. If people have made it this far into your listing, they are very interested in your property and want to know more. Second, when you’re paying hundreds of dollars a night for your lodging, you want to know exactly what you’re getting.
This is also a great place to tell your guests about the neighborhood. For example, there may be an excellent restaurant or a place to get fresh fruit nearby. This will give them something to look forward to while they are staying in your home and help them feel welcome from day one.
After I rewrote my client’s Airbnb description, she saw a 300% increase in bookings for her property. I hope you use these tips to do the same.
Conclusion
With a great Airbnb description, you can attract more guests and ensure they have the best possible experience while staying with you. Make sure your description is clear and interesting, but don’t be afraid to let your personality shine through.
If you have questions about the process or need help getting started, please contact me.