To take advantage of listing sites "billboard effect" you need a strong reputation online so that when travelers search the name of your vacation rental business ... you exist (duh). Most travelers are suspicious when booking your vacation rental for the first time because it can be a total crapshoot. So appearing in the search results is a huge step in the direction of trust (oppositely, not appearing leads them to wonder, am I being scammed?)
Note: This is why it's so important to have a unique business/property name and a website. Common vacation rental business names flood the results ... i.e. there's no way to tell which is yours.
But in addition to search results for the name of your business, which you have hopefully been working on over time under the art of "search engine optimization" (Read: Conrad O'Connell's TLC Framework) guests are always chuffed to find evidence that you (their host) have an online reputation too -- wow, you are a real person!
Here are three simple steps you can do to improve your personal name now:
Step 1. Purchase your First/Last Name URL
I always recommend owners and managers purchase their first and last name in domain form (Ex. mattlandau.com -- this link leads to my personal blog but you get the point). Your domain is something that you should own regardless of your vacation rental work.
You can use GoDaddy to do so for less than $15 -- if your name is weird, you should be good. If your name is common, add a middle initial. And stick to .com domains.
Step 2. Create a mini-homepage using LinkTree
Link Tree is a free tool that is gaining in popularity, which allows you to quickly and easily create a web page with links to your relevant internet assets. Some examples you can include: your vacation rental website, anywhere you've been featured in press, your LinkedIn profile (another good bit of proof for unsure travelers), your social media accounts, reviews page, fun fact newspaper article detailing your record for eating the most hot dogs...etc.
You can see my example (right) which would have included my vacation rental business a few years back. You can also sign up for their Pro version with all kinds of additional bells and whistles.
Step 3. Forward your URL (Step 1) to your LinkTree (Step 2)
Until you have time to set up a simple personal website, forward your URL to your LinkTree page. Wherever you buy the domain name, they can forward it for free.
These tasks together shouldn't take you more than 10 minutes and will increase the organic search results for your First and Last name. Do it now and begin earning credibility marks around the most important aspect of your business. You.