How to Market Your Summer Vacation Home

Whether you have a second home you occupy for only part of the year or want to dip your toe into real estate investing, renting out a vacation property can be a highly lucrative summer venture. And as with any potential source of income, investing time and funds into marketing efforts can promote more clients and achieve better profits. To make your property attractive and competitive among the hordes of other rentals, follow these key tips.

Establish a mission statement
Your rental property is a business, which means you need to start with a mission statement more specific than “I want to make money.” How do you hope to appeal to guests? What kinds of visitors are likely to seek out this space? What makes your home different from any other vacation property? There are often strong emotions behind the choices travelers make, whether they’re looking to find stress relief, make memories, or bond with their partner or family. Use your mission statement to appeal directly to those emotional motivations and encourage potential renters to imagine themselves occupying your rental. Your mission should also inspire a visual theme for the space, which will make it more appealing and easier to decorate.

Stage it
Now is your opportunity to make your home as presentable and impressive as possible. First, invest in repairs and upkeep so your home not only looks attractive but also feels brand-new. Paint over scuff marks, remove stains, and repair damaged hardware as needed. (You’ll want to assess for this damage between guests as well.) When you have the budget to do so, improve your countertops, appliances, flooring, and light fixtures. The more luxurious your property looks, the higher you can price stays.

Next, it’s time to decorate. Referring to the theme inspired by your mission statement, bring in cohesive and stylish furnishings. Because hotels are your chief competitors, your space should feel more homey, less generic, and very spacious. If your home is already furnished, make sure it appears neat, balances modern style with comfortable character, and feels on-brand. Decorate to appeal to many visitors, taking down photos or other decor personal to your family, and consider adding touches of local character as well. For example, if your rental property is in a mountainous area, hang art that represents this natural scenery.

Imbue your vacation home with the expected amenities, such as Wi-Fi, TVs, and fresh linens. Then, consider which extras align with your mission statement. If you intend to craft the ultimate relaxation getaway, add scented toiletries and lounge seating; if your vacation home is aimed at adventurous travelers, be sure you have plenty of outdoor furniture and fun perks like complimentary trail mix.

Once you’ve finished decorating, photograph your masterpiece. Take high-quality, well-lit pictures of the seating areas, kitchen (if you have one), bedrooms, and bathrooms. Highlight amenities and views, if possible. You will use these snapshots to promote your rental.

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Put a price tag on it
From there, you’ll need to price your property appropriately. While you don’t want to set it too low and undercut your investment—or upkeep, decor, taxes, and other fees—you should also avoid overpricing it.

The right price for your rental will vary depending on several factors, including the value of your property and how appealing it is to vacationers. While you could certainly speak to an appraiser to determine the true value of your property, then do some math to factor in the amount of square footage you are renting out—whether that’s a single room or an entire single-family home—this can be a long and arduous process. The shortest path to deciding on an appropriate price tag is to log onto a vacation rental app like Vrbo and start browsing. Find properties of a similar size in a similar area, considering proximity to attractive sites like a beach or shopping district, and match your price accordingly.

Make occasional adjustments based on price fluctuations by day of the week, upcoming holidays, and season. It’s important to maximize your profits while also staying competitive: an attractive price is key to marketing your rental.

Promote it
Now it’s time to get the word out. List your property on vacation rental sites like Airbnb, Vrbo, Booking.com, or Tripadvisor. Note that these sites charge booking fees in exchange for website traffic, listing pages for your rental property, and streamlined customer support. While you can certainly list your property by word of mouth and pocket all the profits, you are more likely to earn clients through one of these dependable websites.

From there, you’ll have a handy shareable link that you can post across multiple social media platforms. Tell people in your circle about your property; they may even plan trips to your vacation home and support you (especially if the photos are appealing).

In both your listings and marketing, use expressive language that targets your ideal visitor. For a relaxing beach condo, use phrasing like “the perfect retreat with soothing ocean views.” For a property near a university, try “a home away from home to bond with your accomplished youngsters.” Remember to always stay true to your mission statement.

Finally, remain plugged in, even if you’re busy with other responsibilities. Stay on top of repairs and upkeep, monitor your pricing, and post about your property often on social media—including updates like new decor, amenities, or renovations. The more effort and resources you put into marketing your property, the greater your potential returns will be. However, you may decide to hire a property manager to take some of the load off your shoulders.



For more information or to hunt for potential income properties like summer rental homes, contact a real estate agent who can provide just the guidance you need.