Bent River Bungalow

The Challenge

A first-time vacation property owner purchased an active short-term rental home in the heart of California’s Sonoma wine country, in a small neighborhood tucked into a bend in the popular Russian River with a private beach. The owner had three primary goals: bookings needed to be increased dramatically to generate maximum return on investment; every aspect of the guest experience needed to be elevated; and guest ratings needed to reach and maintain a minimum average of 4.8 stars out of 5.

Our Solution

We partnered with the owner to create a new brand identity for the property that reflected their vision and personality, listings on hosting website listings were completely revamped, digital marketing was expanded, and hospitality was elevated with improved communication and the addition of thoughtful hospitality elements throughout the unit.

Marketing Initiatives

* A new name was selected that reflected the location of the home, the spirit of the river, and the owner’s vision.

* Visual identity elements were crafted including new colors, print fonts, a property logo, and tagline, giving the property a unified look, feel, and tone that matched the home and the local area.

* Existing listings on VRBO and Airbnb hosting sites were completely revamped with new story-based content highlighting the rental, the private beach access, and enviable proximity to world-class California wines and food, the coast, and renowned redwood forests.

* New, colorful photos of the property were added, along with select stock photos to highlight popular local areas of interest

* A dedicated website was launched with focus on SEO to optimize organic search traffic

* Social media pages were created to expand audiences and enable the personality of the property to shine while encouraging guest engagement

* Digital marketing was added, including SEM (keyword and responsive text and display ads) and Facebook advertising, plus retargeting of prospects who visited the website and clicked on digital advertising

* Quarterly email nurturing campaigns were built around a seasonal newsletter with strong calls to action to book again, and rewards for referring friends and family

Hospitality Upgrades

* Every communications touchpoint was refreshed, including all messaging with prospects and guests

* Welcome signage was added at the exterior entrance and in the home and inside, with personalized welcome messages for each guest

* Branded greeting cards were created, and each guest received one with a hand-written welcome note from the owner, along with fresh flowers, small bites, and wine or champagne, depending on the nature of the guest’s visit

* A branded Guest Welcome Book was created, with detailed property information, and a helpful guide to experiencing the best food, wine, entertainment, and outings the area has to offer

* Luxurious appointments were added with new soft, plush linens throughout the home

* The kitchen and pantry were upgraded with updated cookware, expanded staples, and edible treats

* The home was re-merchandised with furnishings, artwork, and knickknacks aligning with the new brand, including a vintage record player and records – a huge hit!

* To encourage use of the private beach and exploration of the nearby vineyards and towns, pairs of kayaks and bikes were added, along with folding chairs, cooler, and beach games and toys.

Results

In just the first six months with Vacagency, Bent River’s bookings, revenues, and ratings shot up significantly, and VRBO featured the property in its social media advertising based on the quick and dramatic improvements in these key metrics.

Nights booked: Up 34%

Gross Revenue: Up 39%

Guest Ratings: VRBO - 5 out of 5 stars (Premier Status); Airbnb - 4.95 out of 5 stars (Superhost Status)