If you’re hosting on Airbnb and you’re not seeing as many bookings as you expected, it might not be about pricing or visibility. Often, the key to getting more bookings lies in something simpler: the language you use in your listing. Your listing is a critical part of the sales funnel—the steps a guest goes through before deciding to book—and without fine-tuning this funnel, you’re essentially guessing what works.
In this email, I’ll share how to improve your listing by using guest-friendly, inclusive language, eliminating common sales objections, and creating a smoother booking experience. Let’s dive in!
1. The Power of Language in Your Listing
How you present your property in your listing can either encourage guests to book or push them away. The words you choose play a significant role in whether a guest feels welcomed or not. Too often, hosts unknowingly include language that feels negative or overly restrictive, creating objections in the mind of a potential guest.
Guests are sensitive to the tone of your listing—if it feels too restrictive, they may hesitate to book, or worse, move on to a different property.
2. Avoid Strong, Negative Language
One common mistake is the use of strong, negative language like “NO PARTIES,” “NO PETS,” or “STRICT CHECK-IN TIMES.” While it’s important to set boundaries for guests, harsh language can come across as unwelcoming or confrontational. No one wants to feel like they’re walking into a place where they’re being watched closely or reprimanded before they’ve even arrived.
Instead, use positive, friendly language that still sets the tone for respectful behavior. For example:
- Instead of: “NO PARTIES!”
- Try: “We kindly ask that guests respect the property and neighborhood during their stay.”
This softer tone doesn’t compromise your expectations but invites guests to feel more comfortable, fostering a better guest-host relationship.
3. Use Guest-Friendly, Inclusive Language
Another key element in your listing language is inclusivity. Avoid using proprietary language that might make guests feel like outsiders or that they’re intruding on someone else’s space. For example, phrases like “my house” or “my rules” can make guests feel unwelcome.
Instead, make your space feel like their space:
- Instead of: “Please respect my house rules.”
- Try: “We’ve designed this space for your comfort and relaxation.”
This approach helps guests envision themselves in the space, making them feel more connected and comfortable booking. It also signals that you’ve created a thoughtful, welcoming environment specifically for them.
4. Avoid Over-Specifying Your Ideal Guest
While you want to attract guests who will respect your property, it’s also important not to unintentionally narrow your audience. For example, phrases like “best suited for quiet, peaceful stays” might suggest that your property isn’t for everyone, which can turn potential guests away.
Instead of defining the type of guest you’re looking for, focus on describing the experience your property offers. Guests will naturally understand what the space is suitable for based on its amenities, photos, and tone.
- Instead of: “This property is best suited for quiet stays.”
- Try: “Our home is designed to provide a relaxing and comfortable experience for all guests.”
This way, you keep the appeal broad while still setting clear expectations for the type of experience they can expect
5. Make Booking Simple, Not Conditional
Complex booking conditions or overly strict rules can deter guests before they even get to the booking stage. Guests want a seamless and straightforward experience, so avoid making them jump through hoops before they can book.
While house rules are essential, present them in a way that feels clear but not overwhelming. Here’s how you can frame house rules in a more inviting way:
- Instead of: “NO SHOES IN THE HOUSE!”
- Try: “We kindly ask that you remove shoes to help keep the space clean for everyone.”
This softens the instructions, making them feel more like a polite request than a hard, unwelcoming rule. Guests are more likely to follow your guidelines when they don’t feel restricted or reprimanded.
6. Understanding Guest Pain Points and Sales Objections
Now, let’s talk about sales objections—those nagging concerns that make guests hesitate or leave your listing without booking. Some of the most common guest pain points include:
- Fear of hidden fees (e.g., high cleaning fees)
- Worrying about confusing or excessive rules
- Lack of trust in the host or unclear communication
Your job is to remove these objections before they even arise. For example, address fees clearly in your listing, so guests know exactly what to expect. Keep your rules concise and straightforward without overwhelming guests with a long list of don’ts. Use your listing to establish trust through clear communication and a welcoming tone.
Building trust is one of the strongest levers for boosting bookings. Reviews, transparency, and the way you handle guest interactions all matter. If you’d like a deeper look at how reviews shape guest confidence, check out The Power of Trust: How Reviews Shape Your Airbnb Success
7. Build Trust with Clear, Scannable Listings
Your listing also needs to be scannable—guests should be able to quickly and easily find the information they need. Long blocks of text or hidden details can cause frustration, so break up your listing into sections with clear headings.
Key details like the check-in process, rules, and amenities should be easy to spot. Guests are more likely to book when they feel confident that all their questions are answered upfront.
8. Cut the Fluff and Focus on What Matters
When it comes to your Airbnb listing, skip the overly emotional or cliché descriptions. Phrases like “relax in the spacious living room after a day of exploring” don’t help sell your property—they waste space and dilute the impact of your listing. Guests are usually skimming for key information, not trying to envision a romanticized version of their stay.
Instead, focus on what matters most to guests:
- Key amenities that are deal-breakers (Wi-Fi, parking, laundry)
- Clean, comfortable spaces
- Location highlights that are practical (close to restaurants, public transport, etc.)
- Any unique or special features that truly add value to their stay
For example:
- Instead of: “Enjoy a cozy night by the fireplace after a long day.”
- Try: “Modern amenities include high-speed Wi-Fi, a fully equipped kitchen, and dedicated workspace.”
This way, you’re getting straight to the point and giving guests the essential information they need to make a decision without the fluff that adds no real value. People want clear, concise, and relevant details—not a travel brochure.
By cutting the fluff and focusing on what guests actually care about, you make your listing more scannable, appealing, and effective in converting potential bookings.
By focusing on the language, clarity, and tone in your listing, you can dramatically improve your sales funnel and remove the guesswork in attracting more guests. Remember, your goal is to create an inviting, easy-to-navigate listing that builds trust and removes any friction or objections that might stop someone from booking.
