So you've already read my other blog about the pros and cons of renting out your Santa Cruz vacation home as a short term rental, and you've decided to go for it. What's next? This is your guide on how to best market your Airbnb after you have already obtained your permit (more on that here).
Stage and Furnish your Vacation Rental in Santa Cruz Like a Pro
Staging your short-term rental like a pro can make the difference between your listing being a success or a flop. Do not be afraid to ask a local interior designer/stager for help furnishing your rental. If you visit the property for your own personal use, you will likely want to keep a locked shed or closet where you keep your personal belongings for when you're there. You'll want to avoid out-of-date or gaudy furniture and personal affects like family photos, etc. Make sure your paint colors are neutral so they appeal to a wide audience, or face the wrath of critical guests.
You may also want to maximize sleeping areas to account for as many guests as possible, including children, which may make your rental appeal to a larger audience. Providing useful amenities such as a coffee maker, iron, blow dryer, board games etc. will help improve guest experience. Remember, it is likely some things may get broken or destroyed by guests so be wary of having furnishings that are overly expensive or irreplaceable.
Creating an Attractive Airbnb (or VRBO) Listing
An attractive listing is both immediately eye-catching and showcases your home in the best light. Hosts should start with high-quality photos that capture both the interior and exterior. Images should highlight unique features, like ocean views or spacious living areas. You can even provide guests with a floor plan so they understand the layout and configuration. Guests are drawn to clear and concise descriptions. It is important to bullet-point key amenities such as Wi-Fi, parking, hot tub, surfboard/bikes, or beach access. The title should be catchy yet informative, using terms like “oceanfront” or “family-friendly.” In addition, hosts should develop a strong brand identity. Choosing a memorable name and logo can help the property stand out and even become iconic. Having social media accounts can also increase visibility and engagement with potential guests!
Strategies for Competitive Pricing
Pricing a short-term rental in Santa Cruz competitively requires research and local expertise. Hosts should analyze similar properties in the area to determine optimal rates. Dynamic online pricing tools can help you adjust rates based on demand, seasonality, and local events. If you are not sure how to do this, we recommend hiring a local property manager who can both manage the listing for you as well as provide accurate pricing to minimize vacations and maximize earnings.
Offering special deals or discounts can also attract more bookings. Having a discounted rate for extended stays or last-minute bookings encourages longer visits is one such example. Setting reasonable cancellation policies can also make potential guests feel more comfortable booking their stay with you.
Customer Experience and Reviews
Creating a positive customer experience is crucial for a successful Airbnb in Santa Cruz. Guest reviews significantly impact bookings and can shape the reputation and future bookings of the property. To enhance guest satisfaction and cultivate 5-star reviews, attention to detail is essential.
Offering a clean, well-maintained space is the foundation for any successful Airbnb, but guests also appreciate thoughtful amenities such as high-quality towels, toiletries, local snacks, bikes, surfboard, and beach umbrellas. Thoughtful touches, like a welcome note or a guide to local attractions, can take it one step further to make a lasting impression. Hot tubs are one amenity that always bolsters occupancy as well as nightly rates.
Strong and clear communication of course also plays a key role. Responding promptly to inquiries shows guests that they are valued and puts them at ease. Providing clear check-in instructions and having someone available for assistance during their stay is very important.
How to Manage Reviews
Collecting and managing guest feedback is critical for your success on any platform, such as Airbnb or VRBO. The first step is encouraging guests to leave reviews after their stay - the more 5-star reviews you have the better! A simple follow-up message thanking them and asking for their thoughts shows professionalism and care.
When receiving constructive feedback, it is important to respond calmly and graciously. Acknowledge concerns and offer solutions where possible. This can turn a negative experience into a positive outcome and demonstrate commitment to guest satisfaction. Negative reviews can tank your profile, but if unjustified you may have success fighting them with Airbnb support.
Maintaining a strong online presence and actively engaging with reviews can foster trust. Responding to reviews, whether positive or negative, reflects well on the host's professionalism. This engagement can enhance the property’s reputation and encourage new guests to book.
Repairs and Cleaning
A critical part to any successful Airbnb is having a core team of handymen, cleaners, and helpers available to assist guests at any and all times. Not only are cleaners needed between stays to quickly turn over between guests, you will also need someone available nearby in case of a lock out or other emergency. By keeping multiples stocked of essentials like toilet paper, sheets, and towels, you will make it easier to clean between guests. You will also need a good handy man that can handle a wide range of repairs in case a toilet backs up or a door handle breaks.
Transient Occupancy Tax (TOT) - Keep Records and File
The Transient Occupancy Tax (TOT) rates and regulations across different jurisdictions. In the unincorporated areas of Santa Cruz County and in the City of Santa Cruz, the TOT rate is 14% for vacation rentals. In Capitola, the TOT rate is 12%. Operators of vacation rentals must register for a TOT certificate within 30 days of starting their business. In Santa Cruz City, this involves obtaining both a valid TOT Registration Certificate and a Short-Term Rental (STR) Permit. It's crucial to note that the TOT must be charged and tracked separately from the stated room rate. Homeowners should keep detailed records of their rental income and tax payments, as they are required to file TOT returns monthly in Santa Cruz City and Capitola, and quarterly in unincorporated Santa Cruz County. Even if no rentals occurred during a reporting period, a return must still be filed. Additionally, operators should be aware of the Santa Cruz County Tourism Marketing District (SCCTMD) assessment, which applies to lodging businesses throughout the county and helps fund tourism marketing efforts.
In Summary - Know When to Get Help and Plan Ahead!
The process of managing a successful vacation rental in Santa Cruz can be a steep learning curve, but with attention to detail and a great team of support vendors it can be extremely successful. Remember a good property manager can handle all of the above for you, so if you need local recommendations please don't hesitate to reach out to Santa Cruz real estate agent Ace Woods for my list of favorites at 831-419-5852.
Top Santa Cruz real estate agent Ace Woods brings a fun and educational approach to real estate in the Santa Cruz area, with the goal of helping families build wealth through real estate.
Selling a home in Santa Cruz? I will help you prep your home for sale with no up front costs so that you can get top dollar when you sell your biggest asset.
Buying a home in Santa Cruz? I will help you become the strongest buyer possible, with an arsenal of financing options, off-market homes, as well as a competitive spirit to help write that winning offer.
Call or email Ace for a free consultation to discuss your real estate goals at 831-419-5852 or ace@dreamcatchproperties.com.
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