Title & Pull TextWhen faced with hundreds of listings, sometimes with very little to choose between them, getting a site visitor to click on the link to see more of yours is the key. The Title you give your property plus the first sentence is called the ‘pull text’. This is what pulls your visitors in and it needs to be punchy, descriptive and very appealing. Since the geographical location of the property, the number of bedrooms and bathrooms and occupancy is already included in the short description, it’s a waste of text space to duplicate that information. Instead, aim for using keywords that fulfills your potential renters criteria. Phrases such as ‘pets welcome’; ‘family friendly’; ‘tranquility’; ‘ocean views’ are those that meet the needs of many guests so consider what niche you are catering for and use the appropriate language to capture their interest.
Top down or bottom up- a Structured ListingDecide how you want to present the property and structure your text with either a top-down or bottom –up approach. The first starts with an overview of the location and its surrounding attractions, then moves to a description of the exterior of the property, finally detailing the interior features and facilities. The bottom-up model starts with describing the interior detail and finishes with information on the locale. If your property is in a well-known area where there are a lot of properties, you may be better suited to the latter, while the former is great for properties in areas that are less popular and where you may need to sell a visitor on the attractions of the region before enticing them inside the property.
Descriptive TextYour body text needs to do two things. First of all, it provides information your potential guest needs to make an informed decision. Second, it should create desire with an emotional appeal. It’s unnecessary to duplicate information – for example, there is no need to mention how many bedrooms or bathrooms, since this detail is included elsewhere in the listing. Be descriptive instead about the ambiance of the bedrooms and the feel of relaxing in a foaming whirlpool bath at the end of an active day.
Avoid OversellingBeing creative with text can allow you to paint a picture of your property in words, but be careful about overdoing it. Some words can mean very different things to different people so take care about those you use. The word ‘luxury’ could mean a dishwasher to some while to others it would be expected as a standard appliance and not considered a luxurious feature. Stating your beds will give your guests “The best night’s sleep they have ever had” is a widely arguable statement. It’s better to avoid telling your guests what they will experience – simply allude to emotions and feelings they may experience during their stay.
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