Hints and Tips

Writing a winning description

Next to the pictures, this is probably the most important part of your web page. Your goal should be to create an advert that presents your home as inviting, welcoming, and relaxing. A well-written, carefully thought-out description gives a positive impression of both the home and of you as the owner. Accurately describe your home and its environment, and provide information about the area and the activities offered. Keep in mind that the Internet brings vacationers from all parts of the world; thus, many vacationers may be totally unfamiliar with the location of your property.

Your description, along with your pictures, must attract the reader’s interest. How do you do this?

Overall Impression

Your web page should be an attention-getter, an "invitation" to inquire about your home. Remember, you are competing with others, so your ad must offer competitive value. Focus on your home's most attractive and appealing elements.

Know your market

If you have a villa in Orlando, chances are families will be your main market. If you have a condo in an over 55 community, snowbirds will be checking out your listing. In most areas of Florida, the beach will be the draw. You want to make your description describe accommodations that are most sought by your target market or markets.

While you may have furnished and equipped your rental magnificently, families may not be drawn to homes that sound as if they are too lavish and not child friendly. Snowbirds will want a peaceful, safe location. Beach lovers will want to know that your rental offers them quick access to sun and sand. Do use adjectives but stay away from those overused ones such as fantastic, beautiful, magnificent, or perfect. When on vacation, most people are seeking enjoyment, comfort, and convenience. Make them feel they will find these at your rental.

Your title/headline

Don’t waste this space by duplicating information included elsewhere. “3 BR, 2BA Villa Sleeps 8” is information the reader has already seen on the property directory. Highlight your most important amenities such as

“A Complete Vacation – Disney, Golf, Tennis, Pool,”

“Inviting Condo in Quiet, Secure Gated Community,”

“A Tropical Feeling Just Steps to the Beach.”

The description

Make your first paragraph short and punchy. It should make the reader want to read more.

“Two year old condo with tasteful decoration provides a peaceful feeling,”

“This home’s many windows capture the panoramic Gulf view, making it an enjoyable beach retreat,”

“Villa Maria offers a luxurious feel while making families feel right at home.”

After your first paragraph, add two or three slightly longer paragraphs that describe your interior, décor, sleeping accommodations, and amenities, especially those that are not usually found in a rental home such as games room, bicycle, or beach gear. Describe the layout of your home: If it has two floors, describe the rooms on each floor. The bedroom layout is important to most vacationers; describe the location of each bedroom and the size bed or beds in each room.If you are in a named community, you will also want to include the community name here. Remember, short sentences get to the point, and are more easily remembered. Long, rambling paragraphs that list endless features make for challenging reading and can quickly lose the reader’s attention. Adding a line space between paragraphs can also help the reader from feeling overwhelmed by large blocks of words.

Also add

Next you need to elaborate on your location, any community amenities, and specify proximity to well known attractions.

“Fort Myers Beach is one of Southwest Florida’s most sought after beach destinations, and our location, just blocks from the white sands of the Gulf of Mexico…,”

“Set among the art deco buildings of South Beach, our condo is within walking distance of…,”

“Highland Reserve’s friendly clubhouse features library, fitness center, restaurant, and large heated pool…”

Complete your description by reiterating the benefits your rental offers and explaining why it is different or better than others. The last two or three sentences should be the “carrot” of your “sales pitch.”

“After spending a week with the beach right outside your door, you’ll be sad to return home,”

“During your stay in this friendly community, you’ll want to return and renew the friendships you have made,”

“Your desire for a romantic getaway will be realized in this cozy villa.”

Don’t hesitate to ask for the order:

“Book now as this vacation rental offers so much, at such a reasonable price, it books quickly.”

Note that we have used “you” and “your” rather than “my” and “our.” Doing so gives the feeling to the reader that you are providing these accommodations just for them and will help them be able to picture themselves staying there.

Use Key Words

The word “free” gets attention! See if you can’t offer something free in your listing. “Your rental of three off-season nights will include a fourth night free,” “Free use of beach chairs, umbrellas and towels.” Some other words that work in advertising vacation rentals are: easy, safe, peaceful, calm, secret, discover, clean, warm, escape, couple, romantic, and private.

Other tips

For the most part, use complete sentences rather than the short phrases and abbreviations of a typical newspaper ad. All capital letters and excessive exclamation points are not allowed. Avoid filling your web page with pricing policies and restrictions; your goal is to encourage inquiries about your home. Also, there is no need to repeat information (amenities, price, availability) that is listed elsewhere on your web page. Do include extra amenities such as room air conditioning, extra TV's, and hot tub.

Above all, describe your home and its environment accurately. Do not exaggerate its strong points or try to hide its flaws. It is better to have tenants be pleasantly surprised than disappointed. Happy tenants often become repeat tenants.

Don’t think you can get by with three sentences of description just because you have a personal website and there is a link provided on your listing. Your description needs to make the visitor want to find out more, not make him feel he has to take another step to see this information. The internet is all about immediacy, and the more information a visitor can quickly find, the more interested he will be.

Related resources

• Winning pictures
• Writing a rental contract
• Email etiquette