Love, let me count the ways! (Apologies to Elizabeth Barrett Browning).
Return Guests. They are the Holy Grail of our industry.
If “Return Guests” isn’t at the top of your marketing plan now, then get out the Sharpie now!
And write it on your ideas list (got one..right?), and write it on the whiteboard in your home office (got one of those as well..haven’t you?).
Lets cut straight to the chase - if a return guest books directly with you, not through a portal like AirBnB or Stayz or TripAdvisor you earn more money. The guest pays the same, but you don't have to pay the commission. You are instantly 3-8% better off. We actually think you could be 15-20% off if done the right way. But that's a subject for another newsletter.
I’ve worked in real estate for years. In the 90’s I was all fragrance and heels tottering all over Potts Point and the eastern suburbs of Sydney. It was purely a property sales business. It was very competitive. After a few years the same owners would call me back. Why? Because I kept in touch. It wasn’t a grand plan. I was just social and kept in touch.
Now I understand what I was doing.
I was developing an ongoing relationship with my clients. I genuinely hoped they were happy with their new property. I lived in the area so I’d talk about coffee shops I liked, where to get a quick dinner, funky shops.
I could write a dozen blogs on Return Guests and I probably will!
For Now, here are the HostPartners 2 most important strategies.