6 Ways to Turn Followers into Guests (and Why You’d Benefit from Delegating)

You manage one or several short-term rental properties. You’ve set up an Instagram or Facebook account. You post the occasional photo of your place, throw in a few hashtags, and hope it’s enough to fill your calendar…

But here’s the reality: you’ve got followers, yet very few (if any) actual bookings coming from them.

The problem isn’t that your property isn’t beautiful. The problem isn’t that people have stopped traveling. The problem is that your communication is missing one essential ingredient: a clear, professional strategy.

Here are 6 concrete actions you could implement yourself to start turning your social media into a real booking channel. And as you’ll see, this is exactly why my job exists.

1. Build Human Connection: the # 1 Conversion Factor

Even the most stunning photos can’t replace human connection.

What transform a casual viewer into a guest isn't just your property, it's the relationship you create with them.

You don’t have to show your face if it doesn’t feel natural. But let’s be honest: the more you stay anonymous, the harder you’ll need to work on your storytelling, your tone of voice, and your brand universe to create attachment. And that takes time and consistency.

💡 Do This:

• Show yourself occasionally (even just in Stories).

• Share your vision of hospitality, your story, and what makes your space unique.

Why it works ? People book with a person, not just a place.

👉 Why Most Don't Do It : showing up takes courage, and time. Skip it, and you lose your competitive edge.

2. Use storytelling to inspire, not just inform

A good visual catches the eye. But it’s the caption that sells the experience.

An effective caption sells an experience.

Let’s do a quick exercise: imagine a photo you’re about to post. What caption could you write that not only sparks engagement but also makes people want to book?

Take a moment to pause the reading and seriously indulge in the game. Think carefully: what caption could really capture attention and encourage your audience to interact with your post?

...

Still thinking? That's normal, crafting copy that converts takes skill.

...

Found the perfect caption? Great! Now, are you sure it really meets your goals? Ask yourself:

• "Does this caption reflect the unique experience you offer?"

• "Does it spark emotion in your audience?"

• "Is the message clear and consistent with your brand?"

• "Does it encourage interaction, or is it just passive?"

• "Could you repeat this type of content regularly without losing quality?"

• "Does it fit into a larger communication strategy?"

Here are two examples of captions that illustrate the impact a well-thought-out caption can have.

Same visual, two captions: only one truly sparks the desire to book.

This caption remains descriptive and neutral, without context or added value, which does not arouse any projection or particular interest in the user. It shows, without engaging.

Here's an immersive caption that captures attention and triggers an immediate emotional connection. It's a powerful lever for engagement and conversion.

💡 Do This:

• Build a bank of 10–15 captions designed to convert.

• Alternate between inspirational, reassuring, and call-to-action posts.

Why it works? People don’t buy a night’s stay. They buy a moment in life.

👉 Why Most Don't Do It: It takes strategic thinking, time, and mastery of language that turns a simple post into a booking lever.

3. Maintain a Regular Rhythm Aligned with Algorithms

You can’t just post whenever you feel like it. Algorithms, and your followers, don’t reward inconsistency.

It's not about quantity, it's about consistency sticking to a strategic rhythm .

💡 Do This:

• Build a simple editorial calendar in advance, it forces you to plan your messaging.

• Dedicate at least 30 minutes per post to interact: respond to comments and messages, and spark engagement.

  
  

👉 Why it's hard? It eats up 5 to 8 hours per week on average. Time you rarely have.

4. Turn Passive Followers into Engaged Ambassadors

You don’t want silent scrollers. You want followers who engage, ask questions, and eventually book.

That means you have to reach out to them. You can't just wait for them to come to you.

💡 Do This:

• Run polls,

• Post Stories with reaction stickers,

• Reply consistently to every message and comment.

  
  

Why it works? An engaged follower is a potential guest.

👉 Why Most Don't Do It? It requires daily connection and responsiveness.

5. Showcase Social Proof to Build Trust

You can say your property is amazing, and that’s fine.

But when your guests say it, it’s worth 100 times more.

On social media, you're not really selling, you're reassuring. Guests reviews are your strongest proof.

💡 Do This:

• Repost guest Stories (with permission).

• Create a “Testimonials” highlight on Instagram.

• Share WhatsApp messages or handwritten notes left on-site.

Why it works? It removes the last bit of doubt.

👉 Why Most Don't Do It? It takes effort to collect content, make it readable, and publish it at the right time.

6. Build a Clear Content Strategy with a Real Customer Journey

Posting pretty pictures without purpose is just visual noise.

What you need is a coherent strategy where every piece of content has a function:

• Attract (inspirational posts)

• Convince (reviews, practical info)

• Convert (calls to book)

• Retain (engagement, exclusive offers)

💡 Do This:

• Create a simple content grid with 3–4 pillars.

• Track performance monthly and adapt based on what works.

Why it matters? Without structure, you’re posting into the void.

👉 Why Most Don't Do It? Because this is a full profession. And your profession is already managing your properties.

For a deeper dive into how structured content boosts sales, read my article: " The Impact of a Good Content Strategy on Your Sales: What Every Owner or Entrepreneur Should Know. "

Conclusion: Yes, You Can Do It Yourself But At What Cost.

The hidden cost:

• Time

• Mental energy

• Missing results

To better understand why delegating is a growth and performance lever, read my article: " Why outsourcing your social media is a strategic investment - especially if you own tourist accommodation. "

Managing social media as a sales tool is a job in itself.

And that’s exactly what I do for my clients: transform their digital presence into concrete bookings with a tailored strategy aligned to their brand, their property, and their ideal guests.

You don’t want followers who scroll. You want followers who book.

Let us help you make that leap, professionally and strategically, with Auréa Influence. .