BNB STORIES #10
Hey you! Welcome to another episode of the BnB Stories Series.
Last time, we talked about ways to turn negative reviews into returning guests. But this week, it’s all about ways to get those guests in the first place by rocking your Airbnb listing description.
As far as attracting guests, a great Airbnb listing goes a long way. It’s more than just a breakdown of your property and its amenities. It’s your first chance to actually connect with your potential guests and maximize your vacation rental’s impact on them.
Your description is the first thing people see after they click on your listing. So it needs to hammer in all the reasons why they should book your rental in the first place. In this article, we’re going to show you exactly how to achieve this goal!
First things first… What do I need to include in my Airbnb listing description?
Let’s make one thing clear… Airbnb limits the length of your description. So you need to keep your writing brief, but still dive into as many details as possible. You’ll also need to keep your property on multiple platforms and use a channel management software to synchronize Airbnb.
Here’s a quick checklist to help you make sure you’ve included everything:
- An attention-grabbing headline that will help you draw in your potential guests.
- A quick summary that’s well-written and has the sole purpose of exciting your guests and connecting with them.
- A description of the space, which clarifies everything guests need to know about your rental and its amenities.
- If it’s a shared room, make sure you clearly highlight the guest access.
- Information about any house rules.
- Info about your neighborhood in bullet points, including the rental’s proximity to nearby attractions.
- Information about all transportation options nearby.
Make sure your listing answers their questions before they even ask.
You want to ensure that your listing preemptively answers all questions they have, so you don’t over complicate their journey with an unclear page. Furthermore, make sure you minimize the actions they have to take, so you can avoid leaving anything unanswered.
Usually, guests have questions about:
- Your apartment’s proximity to the nearest landmarks and transportation
- The number of rooms available
- The number of beds available and the types of beds there are
- The number of bathrooms
- Whether it’s kid-friendly
- The pet policy
- Rules about parties
Sell them an experience, not just an apartment.
We highly recommend adding a blend of verbs + positive adjectives. Don’t just say, “The property has one master bedroom with an ensuite bathroom and bed.” Instead, try stepping it up a notch by saying, “Enjoy our luxurious, lavish master bedroom with a king-size bed and your own ensuite bathroom”.
Know your target audience.
More than anyone else, you know exactly who your vacation rental caters to. Use that information, and tweak your description accordingly.
Once you’ve decided on the type of guest you want to attract, change your wording accordingly:
If you’re looking to attract older couples/families, write this kind of description: “This property is perfect if you’re looking for a quiet escape, away from the hustle and bustle of the city.”
Or if you’re looking to accommodate more than a handful of guests, make sure you clearly communicate that the apartment is “perfect for large groups of people” or “a big group of friends.”
Make sure your description is segmented into different sections.
In all likelihood, a lot of people will just skim your description. So we recommend segmenting your description into sections.
For example, a large group of friends is more interested in knowing the structure of the beds and rooms. Meanwhile, a business traveler would be more interested in knowing the location and amenities offered.
- An introduction
- A look into your living spaces
- Your amenities
Show off your unique selling points.
Think to yourself, “What makes my place stand out?” Is it the location? The décor? Your unique amenities?
Always mention your key selling points as early as possible. (And always mention them often, even on your Airbnb Calendar.) Location is usually a big factor for all types of travelers.
Tip: If your place is located in a competitive area, it could be hard for you to stand out. So you should offer your guests a bit more information. Do you offer free iPhone chargers? Extra-fast WiFi? A beach cruise? Any other perks that will make them choose you over the competition? Add those!
Here are some perks that we recommend you add:
- A transportation card
- A free SIM card
- A bike
- A TV
- A fully stocked fridge or kitchen
- Free toiletries
Describe your space by visualizing yourself as the guest.
Don’t just give details about the space. Pretend that you’re the guest, and that you’re seeing your place for the first time. What’s the first thing your guests would notice? What would they want to see? What will they be most interested in? If you’re using an Airbnb sync software for your bookings, make sure the descriptions are aligned with all your rentals.
Add some additional questions to answer:
- What can guests expect to find in the room?
- How’s the wifi?
- How comfortable are the beds?
- Are there TVs in the rooms?
- How many showers are there?
- Does the room have a balcony? If so, what does it overlook?
Describe each bedroom separately. For example:
“Bedroom 1: The master bedroom has a king-sized bed, bathroom, walk-in closet, and a TV with cable”
Add a call-to-action.
This tactic is rarely seen on Airbnb. But make sure you add a call to action at the end of your Airbnb listing, so your guests will be encouraged to send you inquiries.
We know. There’s a lot to keep in mind when writing a description. But trust us, Airbnb listings that are written well, always convert more potential guests into actual ones!