You're Managing a Dream Property... but No One Sees It. Here's Why and How to Fix It.
- Faye
- Aug 22
- 4 min read
Updated: Sep 7
You are doing everything right.
You offer a polished guest experience, a well-maintained property, and quality services.
Your photos are professional, your amenities competitive, your reviews excellent.
But still, you still have to cut your prices to fill your calendar . You are fully dependent on OTAs (Online Travel Agencies) like Airbnb, Booking, Vrbo. You suffer from seasonal slumps, off-peak periods, high commissions and relentless competition.
Your problem isn't quality. It's your lack of a visibility and differentiation strategy.
Why your current model holds you back, even if your property is excellent
Your rental is like a 5-star hotel hidden deep in the woods with no roads, no signs, no GPS.
Meanwhile, a bland roadside motel is fully booked, because it’s visible.
It's not the best property that wins. It's the dont that shows up at the right time, in the right place, to the right people.
1. You are drowned in an competitive environment you don't control
Platforms are search engines for rentals.
You’re listed alongside hundreds of other properties. Travelers don’t see your added value, they filter only by price, availability, and average rating.
Even if your property is cleaner, better equipped, or better located, you’re forced into the low-cost battlefield. And that costs you.
This is the logic of reverse yield management: you can’t raise your prices based on perceived value, because you don’t control your own positioning.
2. You are financing a model that isn't yours
OTAs give you visibility, but at a cost of 15% to 20% commission per booking. They control customer data, user experience, and treat you as interchangeable . You build no CRM (customer relationship management system), no database of past guests to nurture, no long-term loyalty, keeping you dependant of those platforms.
You’re always chasing new clients when, with a real strategy, you could be building a flow of repeat ones.
Your brand image is non-existent, and that's a strategic problem.
Having a strong brand in vacation rentals is not a luxury: it is a lever for profitability.
If people don't remember you, don't follow you, don't talk about you, you're just another line in the search results.
Why a brand is essential in 2025?
A strong Brand
Creates an emotional connection with your target audience
Pulls you out of the pure price comparison trap
Justifies premium pricing
Builds loyalty beyond one property or one season
Gives you the power to attract direct, repeat bookings
Why do people book with Airbnb Luxe , Marriott Homes & Villas , Sonder or OneFineStay rather than an unknown accommodation with the same amenities?
Because these brands:
Deliver a clear promise (design, standard, experience)
Offer a consistent experience and quality across properties
Maintain a recognizable aesthetic and brand voice
Create a community of travellers who identify with their codes
A brand transforms a simple rental into a memorable experience. It makes people want to come back, recommend, follow on Instagram, or subscribe to the newsletter.
And above all: it's scalable across multiple properties, locations, and seasons.
To see how a strong content strategy boosts sales, read: The Impact of a Good Content Strategy on Your Sales: What Every Owner or Entrepreneur Needs to Know.
What a specialized Social Media Marketing Manager (SMMM) can put in place to correct this:
1. Build a conversion-oriented content strategy
UGC (User-Generated Content) : guest-created posts and reviews = powerful social proof.
Local and emotional storytelling : sell an experience, not just a bed.
Cohesive, aesthetic visuals: reinforce a recognizable brand identity.
2. Create your own acquisition funnel
You build your own booking system , independent of OTAs:
Direct bookings via an optimized landing page (UX + SEO): A page designed both for humans (UX) and for Google (SEO) , therefore attracting natural traffic and transforming it into a customer .
Email capture via lead magnet or direct offers: (e.g. local mini-guide or exclusive discount)
CRM Integration (customer relationship management tool): segment, follow-up, and build loyalty
Smart retargeting campaigns on Meta or Google
3. Build a complete brand strategy
Naming : your property has a real, memorable name consistent with your positioning.
Positioning : clarity on who you’re targeting, with what promise, and at what price.
Editorial line : tone of voice, vocabulary, values, atmosphere across all content.
Cross-platform visual identity : Instagram, Google, Airbnb, your website, your emails.
A brand universe that scales across multiple properties.
No more starting from scratch each season. Your brand becomes your storefront and your growth engine.
For a deeper dive into why outsourcing social media management is a profitable move, especially in hospitality, read: " Why outsourcing your social networks is a strategic investment - especially if you own a tourist accommodation. "
In summary:
Ready to stop playing by the algorithm rules?
You don’t have to stay trapped in a low-margin, high-dependence model.
At Auréa Influence, we work with premium property owners who want to build more than a rental, they want to build a strong brand and a sustainable business.
Request your free audit with Auréa Influence or find out how we can work together.
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