Identifying and researching your target market should be one of the very first things you do before you start writing about your property, whether it’s for your website or other marketing activities. And even if you’ve been renting your property for a while, it is always beneficial to review who you want to attract, what they are like and what they want from your holiday home.
So here’s how knowing your market and writing your copy accordingly will make the difference between a full diary of rentals and an empty one:
- Who you want to attract should dictate the tone and style of all your copy. By way of a simple example, if you’re hoping to attract a group of 18 to 30 year olds you will write in a language and style that they’ll relate to, which will be a very different tone to the one you should use when addressing families or older couples. You need to imagine you are having an interesting and engaging conversation with the people you’d like to rent to although don’t try and be too “down with the kids” because the effect can be disastrous.
- Knowing your target will also inform the content of your writing. It’s no good writing about the brilliant facilities for children if you are trying to attract a group of walkers or writers and while that doesn’t mean you have to leave out the details of certain facilities, it will dictate what emphasis you put where. Then with a little targeted research on your part about what your potential clients like and what you can offer, your copy can provide your audience with all the information that is attractive and appealing to them and details of the sort of things that they will be looking for from a holiday.
- You may have your website but that’s unlikely to be enough and identifying your audience will help you decide where else to advertise as well as ensuing your adverts are regular, consistent and targeted. This is far more likely to succeed and will result in all your advertising carrying an appropriate message in the right tone which is both persuasive and effective.
So you see once you’ve identified who you want to market your property to and have learnt a little about them, it will help you decide what to say, how to say it and where to say it. Do that right and you’ll find your rental diary filling up because you have spoke to people in their language.
This is a guest post by Lucy Pitts; a professional copywriter. She owns and manages Le Moulin, a holiday home set in heart of the beautiful Vendée.