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Vanessa Warwick Landlord and Co-Founder of PropertyTribes.com **If you have got value from Property Tribes, find out how you can support it in remaining a free to use community resource**
What a lovely way to put it, "anticipation happiness." Like you say, it's taking an alternative perspective on your marketing.
If you can set, while managing, expectation through words and support that anticipation by including photography and video that allow the viewer to immerse themselves in your offering by imagining themselves there, you're off to a very good start.
It sounds so simple and yet it is often harder than we think to stand back from our own offerings to be able to produce such enticing content. We're advising people to do this all the time, but it's not always as easy as you think to put yourselves in the shoes of the guest and what they would like to read, see and hear.
This is a nice take on it and a thoughtful read, whether you're new or established in the holiday lets marketplace.
Couldn't agree more regarding the use of pics and video that show not just how lovely the cottage (or apartment, caravan etc) is but what the area is like too. All the videos we make include shots of the beach and our websites are more focused on the area that the properties are located in. You need to highlight everything that makes your cottage/area the best place to take a holiday.
Also think about the time of year that you are trying to sell for instance, if it is to get bookings for Nov-Feb then show pics of how beautiful the beach/other attraction is during the winter and how lovely it is to sit by the fireside of the cosy pub for instance
Who wouldn't want to walk along this beach!
then stop off and by the fireside in the cosy pub
Just think what would sell it to you.
Thanks for commenting Kate.The post was also partly inspired by my brother-in-law, John. He gets soooooooo excited when he starts to think about his annual holiday. I think we should endeavour to help people get into the holiday mood from the moment they start looking to book it! As the research says, the anticipation is often more rewarding than the actual experience. I think we can also apply these principles to standard BTL marketing. I think that any lettings or sales agent that adopts these strategies will also set themselves apart from their competition. It just takes a little creative thinking and appealing to emotions as well as standard wants/needs.
Great examples Oscar.Yes, seasonal marketing silos are often over-looked for holiday lets marketing. Bearing in mind that "the most up to date information is the most relevant to the community", it makes sense to use seasonal marketing hooks to keep marketing fresh and relevant.Topical marketing hooks are also worth considering.For instance, properties could be labelled "not affected by the London riots" or "perfect 2012 Olympic accommodation".
Wonderful post Vanessa,
As others have commented, it's often a case that people focus on dry facts in their promotion.
It's another thing to be able to capture the imagination. This is why we often pay more for intangible qualities such as 'character' and 'charm', and why brands can charge a premium over generic or own brand products.
When we book a holiday we are paying for an experience, we experience the world with our senses - so it makes sense that we should communicate in a way that entices those senses.
Thanks for commenting Sean.I really believe that engaging with "anticipation happiness" is a way to help our properties stand out in a crowded market place.If you read a dry advert 2 bedrooms, 2 bathrooms, balcony .... yes, you may get some interest. But some more emotive writing like "enjoy a coffee on your balcony overlooking a green square, and watch the world go by" puts the person in a different place emotionally.If we can tap into that, then I think we are onto a winner. There are also different emotions like "feeling safe" that we should engage with as well, especially in the light of recent world events.
An interesting thread Vanessa, and I completely agree. Think I may have read the same or similar article a short while ago. Anticipation happiness is a good way of phrasing it, and I think there's another phrase with a similar meaning, something like "emotional marketing" or "psychological selling" - though definitely not as nice a way of putting it!
Am quite chuffed though as we used to do this for our holiday let - glass of wine on the patio on a summer's evening, photos of log fires, etc - without realising that was what we were doing. A good idea to transfer that across to the BTL portfolio.
Trading as Mozaique Property
Buying, selling, renovating and letting property throughout South Wales
Jayne Owen @jayneowen
Editor and Writer: Your Property Network magazine
Investor: Mozaique Property, South & West Wales and South West England
Occasional reviewer at The Property Bookshop (@Property_Books)
Couldn't agree more.
All our BTL tenants are professionals and selling the 'lifestyle' is very important to achieving premium rents.
When we complete a new development, we allocate a full day for creating 'library' pics to use for marketing purposes for ever more. We also use a profession camera Nikkon D90, with wide angled lens (very important to make rooms look bigger) and also video lights. Each room is staged. Wine bottle and 2 glasses strategically placed on lounge coffee table works well. Then bring the wine bottle in the kitchen, bung a cheese board with cheese and kinfe on kitchen counter with bottle of wine behind, makes a great kitchen pic and moving onto the bedroom, made-up bed, candles and a guitar up against the wardrobe looks very neat! .... You get the picture...
For older properties, if the outgoing tenant is particularly tidy/trendy, we arrange with them to take marketing pics before they start packing up to leave. Properties always look best if they are lived in (provided they are tidy) and these pics work better than the staged pics because they don't look too staged.