Creating a Killer Rental Property Listing Pt. 3: Your Subheader
There’s a reason why some hosts are CRUSHING IT on Airbnb and VRBO, and it’s not just because their property is better than yours. It’s because they’ve mastered the crucial elements of a listing that stands out from others in a crowded marketplace. And you can too.
So far, we’ve talked about the importance of having a visually appealing FEATURED IMAGE and how to craft a scroll-stopping HEADLINE.
If you have not yet read those posts, then go back right now to make sure you get those two elements dialed in.
If you’ve done these things well, then you should already be seeing an uptick in engagement on your listing! Good work!
YOUR FIRST WORDS AFTER THE CLICK
But what happens after a potential guest clicks?
It’s time to turn our attention to the first things guests will read INSIDE of your listing.
The very first sentence of your listing, we call your SUBHEADER. Technically, there is no place on Airbnb and VRBO that refers to a Subheader, but for all sakes and purposes, this first words of your listing are almost as important as your headline.
The primary goal of your SUBHEADER is to keep the guest reading. You want to draw them into your listing, so they eventually click on “View More.”
This kind of engagement tells your booking platform that guests are interacting with your post which will result in better search rankings!
So what exactly is a SUBHEADER? Here are 2 things to keep in mind when crafting a great Subheader.
1. Expand on your headline
If you crafted your headline well, then most likely you introduced the best feature of your home. Your best feature could be the proximity to the ski slopes, the urban design style, or the gorgeous views out your window.
Whatever you pick for a headline, here’s what you need to remember – your guests want to hear more about it!
Your SUBHEADER is the perfect place to tell them more about what made them click in the first place.
If your headline refers to an ocean view, then use the SUBHEADER to tell them more about what they can expect to see.
If your headline talks about the urban design that use the SUBHEADER to brag about the modern finishes and trendy furniture.
Here are some examples:
Headline: Don’t have the budget for a private home? Get the next best thing!
Subheader: THE BEST THING ABOUT THIS TOWNHOME IS THAT IS FEELS LIKE A PRIVATE HOME…
Headline: Look no further! A quaint mountain cabin close to Breck!
Subheader: CABINS WOULDN’T BE COMPLETE WITHOUT A WOOD-BURNING FIREPLACE AND A HOT TUB…
PRO TIP: On Airbnb, make your SUBHEADER the first line of your listing. On VRBO, you can post it in the “Summary Box” so it stands out!
2. USE ALL CAPS
One of the limitations of booking platforms like Airbnb & VRBO is that your ability to format text is limited. For instance, they don’t allow you to bold, underline, or italicize your description.
They do this so all the posts look consistent, but this also makes it difficult to stand out from other listings.
This limitation requires hosts to get creative in how you present your listing if you want guests to read what you have to say.
One of the most effective “hacks” our team implements is using ALL CAPS for the SUBHEADER.
This subtle change indicates to the reader that the capitalized words are more important than other words. Also, this makes the post more easily scannable for readers who don’t have a lot of time to waste.
Here’s the deal, your SUBHEADER might not seem like a big deal, but believe us when we say – EVERY WORD COUNTS. You want to maximize engagement so that potential guests eventually become raving customers!
But the SUBHEADER is only the first line of your listing. In the next and final post of this series, we’ll talk about what to consider when crafting the rest of your listing!