EVOLUTION OF VRMB MARKETING CONCEPTS

2009 - 2018 Listing Site Independence

Listing Site Independence is oldest existing marketing framework for short term rental owners and managers who want to diversify marketing and cultivate direct bookings over time.

Since most owners and managers start their businesses without a marketing plan, it can be easy to mistake results from listing sites like Airbnb & Vrbo as "success." But doing so can be dangerous: tying your success to the performance of a large corporation has plenty of caveats. 

VRMB identified the four primary Stages of marketing growth.

Each Stage is comprised of specific marketing activities. And the marketing activities have been chosen based on ROI and speed of implementation. Start at Stage 1 and work your way to Stage 4. One of the most important lessons from the Listing Site Independence framework is the prioritizing of Stages order to avoid overload. Once you identify what Stage you currently fall into, the 4 Stages of Listing Site Independence presents you with individual steps needed to get to the Stage you want to go.

Stage 1: Using All The Listing Sites

Using all the listing sites (worldwide, geographic- and special interest-niche) to generate new bookings

Stage 2: Establishing Personality & Professionalism

Building a strong brand (name, logo, About Us story, custom email address)

Stage 3: Bolting On Powerful Tools

Bolting on tools: a website, email marketing campaign, blog, property management software

Stage 4: Advanced & Ongoing Campaigns

Implementing advanced activities (like PPC, SEO, PR, & conversion optimization) that compound over time

2018 - 2022 Limited Edition

Limited Edition is a branding strategy inspired by the world of collector's items and antiques. Limited Edition acts like a prism through which any vacation rental professional (or small business really!) can build a one-of-a-kind moat around their business.

The pillars of Limited Edition, when repeated in all levels and forms of communications, emerge as core values which help us stand out from competition. Repetition almost to the point of exhaustion is key. 

By channelling what makes your business small, real, and meaningful to the community, you distinguish yourself and attract like-minded guests.

And not unlike collector's items, guests who are attracted to limited edition offerings tend to be like-minded humans: they form connections among themselves! What an extraordinary thing!  

Limited Edition cuts through the noise of commodity vacation rentals and branding nonsense: it encapsulates the things that make our cottage industry unique: the inherent features that empower a vacation rental professional to achieve our own individual versions of success...on our terms. 


Family owned-operated

Using all the listing sites (worldwide, geographic- and special interest-niche) to generate new bookings

Local (not headquartered elsewhere)

Building a strong identity (name, logo, About Us story, custom email address) as your brand

Specialized in property type or niche

Bolting on tools like a website, email marketing campaign, and blogging to your Foundation

Surprising like a boutique hotel

Implementing advanced activities (like PPC, SEO, PR, & conversion optimization) that compound over time

2022 to Present "Parlay"

After teaching Listing Site Independence and Limited Edition for years, VRMB came to a big conclusion: marketing vacation rental is usually about reaching a much deeper, more personal goal: freedom, control, independence. 

As opposed to technical marketing like photography and SEO, Parlay takes a more holistic approach: it is the method of taking new leads from listing sites like Airbnb and Vrbo and transforming them into repeat and referral guests through hospitality. 

Listing sites have become so proficient at generating new inquiries for owners and managers. So we let them do that. 

Instead, we focus on the activities within our control: standing out, converting inquiries to guests, setting expectations, meeting then exceeding those expectations, then following up with our guests so we remain front of mind for their repeat or referral stay. 

The center of the Parlay universe is the actual home: this is our one big chance to interact with guests and build relationships. 

Parlay breaks the guest journey down and addresses the most important inflection points for you to step in and deliver character, trust, and ultimately memories that last a lifetime. 

Parlay is proactive and round -- as opposed to linear. By taking a look at the entire journey (as opposed to isolating it in parts) we see interrelationships and patterns and main drivers for change. 

Distribution

Utilize all the tools and resources online and off to stand out and generate new inquiries from guests and homeowners.

Conversion

How to build trust, convey expertise and convert your inquiries into actual guests who stay in your home.

The Home

Communication and hospitality gestures that take place from arrival to departure.

Fulfil & Wow

Setting, meeting, and exceeding expectations with delightful surprises and creative problem-solving.

Advocates

Regulation, environmental, and educational engagement: advocating for what we love as a business play.

Technology

Automation and efficiency: the products, services, and tools that are taking today’s STR professionals to new heights.

Collapse timeframes and eliminate headaches join VRMB Communities (Membership Details).

Success message!
Warning message!
Error message!