If you’ve ever found yourself checking your neighbour’s Airbnb prices or listings to figure out why your property isn’t getting bookings, you’re not alone. Many hosts fall into this trap, assuming their neighbour’s performance can reveal the secret to their success (or lack thereof). But here’s the truth: your neighbour’s property has nothing to do with your sales funnel.
In today’s email, I want to explain why comparing your property to others is counterproductive and show you how to optimise your short-term rental sales funnel.
Your Property is Unique – Treat it That Way.
Every Airbnb listing is unique. The design, amenities, location, and even your target audience create differences that mean your property will attract its own set of guests. Even if your neighbour adjusts their pricing, it has little bearing on why your property might not be booked.
Consider This: How Does Your Property Stand Out?
When it comes to short-term rentals, no two properties are truly identical. While you and your neighbour may both host similar-sized spaces in the same neighbourhood, your properties will naturally attract different types of guests for different reasons. Understanding these differences is key to optimizing your listing rather than trying to mirror someone else’s.
Audience Differentiation
Think about the type of guest your property appeals to versus your neighbour’s. Is your property better suited for families with kids, business travellers, or couples on a romantic getaway?
- Family-Friendly vs. Business-Ready: If your property has extra bedrooms, a backyard, or a play area, it may attract families, while a minimalist apartment with high-speed Wi-Fi and a desk appeals to remote workers or business travellers.
- Higher-End vs. Budget-Conscious: Does your property exude luxury with high-end furnishings and thoughtful extras, or does it cater to budget travellers looking for a simple, affordable stay?
- Unique Features: Consider what sets your property apart—proximity to a local attraction, pet-friendly policies, or a one-of-a-kind design style. These factors are far more important to your potential guests than what your neighbourr is doing.
Price Positioning
Your pricing should reflect the value your property offers—not what your neighbour is charging. Evaluate your price based on:
- What You Offer: If you provide amenities or experiences yourneighbourr doesn’t have (like a hot tub, game room, or guided local tours), you can charge more. If not, you might need to price competitively.
- Understanding Guest Expectations: Avoid the trap of overvaluing your property just because it feels superior to you. Guests compare listings objectively, based on visible features and value for money.
- Dynamic Pricing: Use tools that adjust pricing based on demand, seasonality, and local events, rather than relying on your neighbor’s pricing changes.
Guest Priorities
Think about what today’s travellers prioritize most when booking a property. Does your listing meet or exceed these expectations? One area many hosts overlook is the role of cleaners in guest satisfaction. A poor cleaning experience can lead to negative reviews—even if everything else is on point. Here’s how cleaners can make or break your Airbnb business, and what you need to consider if you want to build lasting guest trust.
- Amenities: Are you offering the right mix of amenities for your target audience? For example:
- Families might appreciate cribs, high chairs, or a fenced yard.
- Remote workers need high-speed Wi-Fi and a comfortable workspace.
- Vacationers love perks like outdoor seating, BBQ grills, or pool access.
- Extras That Add Value: If your neighbor doesn’t provide certain extras, can you? Examples might include early check-in options, free snacks, or Netflix subscriptions.
Property Quality
The quality of your property and its furnishings plays a huge role in guest decision-making. While saving money on setup might seem smart, it often backfires when guests perceive your property as cheap or unsuitable for their needs. Ask yourself:
- Furniture and Appliances: Did you furnish your property with durable, high-quality items, or opt for the cheapest option available? For instance:
- A luxurious, comfortable sofa is far more inviting than a flimsy, budget option.
- Guests notice details—premium kitchen appliances, like an espresso machine, can leave a lasting impression.
- Linen and Towels: These items are essential to guest comfort.
- Is your bedding from a commercial linen supplier, known for durability and comfort, or are you using budget options that wear out quickly?
- Towels should feel plush and high-end, not thin and scratchy.
- Attention to Detail: Small upgrades can make a big difference. For example, upgrading from a basic kettle to a stylish one, or offering a high-quality pod coffee machine instead of a cheap model, enhances guest satisfaction.
The Sales Funnel: The Real Issue to Solve
When bookings slow down, it’s natural to think no one is seeing your property—but that’s rarely the case. Even in saturated markets, all properties receive views. The real question isn’t “Why isn’t anyone seeing my listing?” but “Why aren’t viewers converting into bookings?” Many hosts fall into SEO traps when trying to fix visibility issues. Here’s the truth about Airbnb rankings and the myths you should avoid when improving your property’s performance.
Your answer lies in your sales funnel, which has four key aspects:
1. Visibility
Visibility refers to how often your property appears in search results. Airbnb’s algorithm is influenced by factors like:
- Competitive pricing for your market.
- Consistent updates to your calendar and listing.
- High-quality photos and accurate descriptions.
- Positive reviews and Superhost status.
If your property isn’t being seen, it’s a visibility issue. But remember, everyone—even the worst listings—gets some visibility.
2. Click-Through Rate (CTR)
Once guests see your property in a search result, do they click on it? If your CTR is low, something about your listing preview isn’t catching their attention.
- Are your photos compelling?
- Is your headline clear and engaging?
- Are you emphasizing your unique features in the preview text?
Your neighbour’s success won’t reveal why potential guests are scrolling past your property. But fixing these details will.
3. Listing Engagement
Guests clicked on your property—great! But are they staying on your listing page long enough to book? Low engagement usually indicates:
- Your photos don’t tell a cohesive story.
- Descriptions are too vague or generic.
- Amenities guests expect aren’t listed (e.g., Wi-Fi, free parking, air conditioning).
- The price doesn’t match the perceived value.
4. Conversion (Bookings)
Finally, guests need to feel confident enough to book. If your conversion rate is low, ask:
- Are your pricing and fees transparent?
- Is your calendar up to date?
- Are your reviews strong, recent, and relevant?
- Do you have a user-friendly cancellation policy?
This is where most hosts get stuck. Instead of blaming their pricing—or assuming the market is saturated—successful hosts examine the entire funnel for leaks.
How to Fix Your Funnel
To optimize your listing, focus on what you can control:
- Improve Photos: High-quality, well-lit photos are non-negotiable. Show off the details—cozy corners, stocked kitchens, inviting outdoor spaces.
- Highlight Amenities: Think like a guest. Is there free parking? Kid-friendly spaces? A work desk? Make it obvious.
- Write Killer Descriptions: Avoid generic phrases like “cozy apartment.” Instead, describe why it’s perfect: “A modern retreat with plush bedding, steps from the beach.”
- Set Transparent Pricing: Don’t hide fees—guests hate surprises. If you charge a cleaning fee, ensure the overall value feels worth it.
- Encourage Reviews: Follow up with guests post-stay to gently remind them to leave a review.
Your Neighbor’s Listings Won’t Solve Your Problems
Watching your neighbour’s pricing or listing adjustments won’t fix visibility issues, increase CTR, or boost conversions. Instead, focus on understanding your property’s strengths, identifying opportunities to add value, and ensuring you meet the priorities of your target audience. By positioning your property effectively and delivering a quality experience, you’ll attract the right guests and secure bookings, regardless of what yourneighbourss are doing.
Let me know if you’d like a deeper dive into any part of the sales funnel or strategies to optimize your listing further.
