As the winter grinds on, some vacation property owners begin to wish they were snowed under -- by requests for accommodations.
Winter can be harsh on investors who don't offer resort accommodations, but own and rent out property where winter wails and snow falls.
From Labor Day one year to Memorial Day the next, the same cabin or condo renters clamor for all summer can languish unrented and that can be a pain in the bottom line.
To help vacation property owners devise a marketing plan to overcome seasonal rental doldrums we sought advice from Christine Karpinski, real estate investor, author and director of Owner Advocacy for HomeAway.com, formerly WVR Group, a network of vacation rental listing websites.
Here's what she advises to keep visitors visit all winter.
"Obviously, more people vacation during peak season, but there are plenty of people who prefer to travel during the cooler months. Maybe they want to avoid the crowds, maybe they want to take advantage of the lower rates, or maybe they just want a break in the February doldrums," Karpinski says.
Property owners who want to target seasonal vacationers need seasonal appeal to make their vacation home stand out.
Here's what Karpinski advises:
- Put some antifreeze in your marketing. Play up warming features including hot tubs, fireplaces and sun exposure. Add some "off-season" photos of your property to your website and listings. A photo of a home framed in rainbow hued autumn leaves or dusted with snow speaks volumes.
- Improve your property. If your property doesn't already have them, consider installing a hot tub, sauna or ventless gas fireplace (and carbon monoxide detector), especially if your vacation property is a "summer home" sans winter appeal. Such additions quickly pay for themselves in terms of increased off-season bookings.
- Turn on off-season specials. Everyone loves a bargain. In the winter, tourists and travelers expect them. Consider rent-three-nights and get-one-free offers. When travelers call to book for the spring or summer, offer a winter special, half-price off on a weekend stay or deeper discounts during the even-less-traveled wintry weekdays. The opportunity to case the joint early -- for a steal -- is tough to resist.
- Use the holidays. Put up Christmas decorations, stock some Yule Tide CDs (from Frank Sinatra to hip hop) and set out a selection of family-oriented Christmas DVDs (The Polar Express is the new classic) in early November. Holiday trappings delight everyone's inner child and can add to your renters' vacation enjoyment. And then they'll also know were to get away from it all -- or get it all early -- the next time they consider an early winter vacation.
- Get cozy. Put thick, warm comforters on the bed and fleece throws on the sofa. Place a few spice-scented candles and bowls of potpourri on tables and counter tops. Set out a snowman or snowwoman making kit (an old hat, shawl and mittens, buttons, faux plastic carrots or some real ones in the fridge. Leave savory winter treats in the kitchen -- chocolate milk makings and marshmallows, spiced apple cider, winter tea, ginger cookies, chili fixings and a crock pot. Consider leaving an extra coat or two (an extra one for the snowperson) in the closet, along with toboggans, gloves and scarves. Chances are they won't be used, but guests will appreciate the thought.
- Let it snow, but plan for it. Should guests get snowed in, make the experience as pleasant as possible. Standard equipment on the premises in snow country is a snow shovel, ice melt and a windshield ice scraper. Stock in some nonperishable foods, magazines, books and board and video games. The last thing you want is a houseful of cranky renters, roiling with cabin fever, cursing their vacation experience and, by association, you.
- Baby-proof your home. Make your home welcome to baby's and toddlers. People with small children often travel during the off-season when they aren't constrained by school schedules. Adding baby and toddler gear like a high chair, play mat, porta crib or rustic bassinet can increase off-season bookings. Don't forget electrical outlet covers and safety latches for the cleaning supply cabinet.
- Who left the dogs out? Vacation properties that accept pets increase their occupancy by 10 to 50 percent. When you accept pets, it's okay to take an additional $20 to $25 per night, or $140 or more a week. Pet owners spend at least that much on kennel fees for pets they leave behind. The extra amount is also enough to pay for carpet cleaning.
- Conduct outreach marketing. Offer specials for repeat guests. Contact "VIP" guests and offer discounted off-season stays. Link stays to special repeat events in visitors' lives. For example, If you know a couple has an anniversary coming up in March (because of the detailed dossier you keep on them) offer a special celebratory weekend package at a reduced rate. When they accept, have a champagne gift basket waiting for them in the bedroom along with a handwritten "Happy Anniversary" note.
- Be charitable. If you have a vacation home in or near areas that sustained damage from the 2005 hurricane season, perhaps you can house the needy for a while. Visit the Federal Emergency Management Agency's (FEMA) portal for housing.
Karpinski says property owners who take a bottom line hit from reduced prices, freebies and improvements should consider the effort "damage insurance." Winter renting can ward off vandalism and property damage. Houses that go vacant for long stretches, especially in frigid weather, can develop problems -- frozen water in the plumbing, for one -- that wouldn't occur with frequent visitors. At the very least, problems can be discovered early and tackled before they worsen.
"A little effort goes a long way. Do one or two things on the list, not all of them. Otherwise, do a good job with the basics and be a friendly, hospitable host. As word gets around and your guests become regulars, your off-season problem will solve itself," Karpinski said.
