Listing Site Independence
Listing Site Independence is oldest existing marketing framework for independent owners and managers to build a more diverse marketing presence and cultivate direct bookings.
Since most owners and managers start their vacation rental businesses without a marketing plan, it can be easy to start associating listing sites like Airbnb & Vrbo with marketing success. But doing so can be dangerous: tying your success to the performance of a large corporation.
VRMB has identified the four primary Stages of independent marketing growth:
- Stage 1. Give it a Go: using all the listing sites (worldwide, geographic- and special interest-niche) to generate new bookings
- Stage 2: A Strong Foundation: building a strong identity (name, logo, About Us story, custom email address) as your brand
- Stage 3: Assembling the Framework: bolting on tools like a website, email marketing campaign, and blogging to your Foundation
- Stage 4: Growth Mode: implementing advanced activities (like PPC, SEO, PR, & conversion optimization) that compound over time
*Each Stage is comprised of very particular corresponding marketing activities.
Each of the marketing activities has been prioritized based on its ROI and speed of implementation. Start at the left and work your way to the right.
One of the most important lessons from the Listing Site Independence framework is the prioritizing of marketing activities into individual steps in 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.
Thank you for the opportunity to share with you a summary of Listing Site Independence. As a member of VRMB Communities, you can access the Listing Site Independence workshop, along with our "Vault" of learning materials & discussions around independent vacation rental business trends and more.