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Marketing a Listed Holiday Home and telling a story
As a nation we’re a traditional bunch; committed not only to celebrating our history but also protecting our heritage. One challenge for owners of heritage holiday homes and holiday cottages is how to approach marketing a Listed holiday home to attract more bookings. From 17th century forts to traditional country cottages there are more than 375,000 listed buildings across the UK.
English Heritage explains listed buildings help us to acknowledge and understand our shared history, to mark and celebrate a building’s special architectural and historic interest.
95% of those owning and marketing a listed holiday home are likely to be under the Grade II listing; making their property ‘nationally important and of special interest’.
Whilst this may cause planning permission headaches for owners’ eager to make significant changes or develop their home it also provides major opportunities for marketing a listed holiday home by telling a story which differentiates your property from the competition.
The target market for listed building owners
When weighing up the size of the market you’ll perhaps need to look no further than the continued success and popularity of The National Trust, with more than four million members making multiple visits each and every year.
Perhaps more telling is the passion of those members; 80,000 of us now volunteer our time to The Trust and numbers continue to grow.
This enthusiasm is not merely limited to voluntary time and one day excursions; many now actively seek accommodation that matches their interests and will pay a premium to stay.
Things to consider when marketing a listed holiday home
65% of listed buildings across the United Kingdom are in excess of 300 years old. With time comes a story and telling yours will be a vital element to marketing your listed holiday home.
Here are just a few things to consider when telling your story and promoting your listed property:
- Whilst many websites will predominately be focused toward the mod cons does yours actively tell the story behind the building, the area and the people that created it? Your website will often be the first research port of call for any prospective guest so you’ll need to differentiate and emphasise what makes your listed property different from others they may stay in.
- Is your story supported by great photography that really shows of the architecture and the uniqueness of the building and its contents? Getting a professional may cost a little but results that do your building justice may well lead to more bookings.
- Many listed holiday homes have been lovingly restored for their guest’s to enjoy; information on the restoration along with photography can further strengthen someone’s understanding of the property and their relationship or draw to it.
- Have you considered having a section of your website devoted toward the heritage and the history of your listed holiday home? This needn’t be reams and reams of text; remember your website visitors will be looking to get information quickly so utilise bullet points, short facts, figures and photos.
- If your potential guests are actively looking to stay in a listed property think about what they’ll want to do during their time away from your holiday home. Are local venues and attractions, such as National Trust and other historical venues covered and promoted?
- Have you thought of approaching local venues to potentially team up and offer discounted accommodation or admittance, particularly during shoulder or winter months when visitor numbers will likely be significantly lower?
- Would they be willing to have a link to your holiday home website on their own site? If they are this will not only put you in front of more potential visitors but also have a positive impact on your search engine rankings.
- Do you highlight local events that could be attended? If you blog in advance of events you’ll rank in Google for those search terms, potentially attracting visitors looking to attend and stay nearby.
- If you promote your listed property through a letting agent have you told them about the history and what makes your property special?
- Make sure that your story is not only told through your website but also through every marketing outlet you have. Include information in your tweets and your Google+ and Facebook pages.
All of these points are aimed at emphasising the historic and unique qualities your listed property brings. Sometimes it’s great to stand out from the crowd!
Feel free to leave your tips and experiences of Marketing your Listed Holiday Home in the comments below.
Boshers are specialist providers of Listed Holiday Home Insurance. For more information on how a specialist insurer can help and support your holiday home business, please give us a call on 01237 429444.