When a reporter asked Jesse James “Why do you rob banks?” his answer in all its simplistic elegance was “Because that is where the money is.” When we at The Society have been asked “Why did The Society create The Global Bundle?”…

Our answer is more complex based on years of demographic research, statistical analysis, data mining, unique visitor data, response rates and cost-effectiveness for our clients participating in The Global Bundle. OK, the simplistic:

“Because this is where the pre-qualified eyeballs are looking and booking.”

We know our vacation home owners and property/estate managers are successful entrepreneurs and marketers in search of cost-effective marketing opportunities to promote their vacation rentals to a pre-qualified and pre-screened clientele.

While The Global Bundle may seem intimidating at first; we have heard the comments i.e.

• So many portals, is it truly effective?
• Do I have to load data to each portal?
• How can I keep track?

The reality is, we at The Society have made the process as simple as possible allowing our clients to 1) attract qualified eyeballs to their inventory 2) track inquiries and portals used and 3) load data once and let our IT technicians handle the rest.

While The Global Bundle has been designed and facilitated for marketing to an highly educated and affluent clientele including storied names such as The Robb Report, WSJ Online, The DuPont Registry, Luxury Real Estate and others, we have designed the Bundle to cross-market to multiple demographic groups thus enhancing booking opportunities.

One client in particular had an interesting situation. He owns a vacation rental in a community where seasonal rentals are the norm i.e. summer. For a seasonal rental, this owner received multiple inquiries from The DuPont Registry, known for its affluent readership coupled with a younger demographic i.e. average age of 37.

Yet, in the off-season the home generated minimal interest. We suggested pitching the home on the weekly rental market i.e. Sat. to Sat. via Craigslist markets within a 3-hour drive distance. Our hunch was correct as “aspirationals” who may not have the disposable income for a seasonal rental could afford an “off-season” week and live the lifestyle once only envied. In addition, one “weekly” rental client is considering a “seasonal rental” as relayed by the client “I was able to try the house for a week; I enjoyed the home, the location and the on-site amenities. I plan to book the home for the 2010 summer”.

There are many options concerning classified ads, the following is a brief overview:

Online Classifieds i.e. Craigslist: The online world has opened up many opportunities, We believe The Global Bundle with HomeAway and 5 Craigslist markets will get you the most exposure for the least amount of money.

“Guys, thank you for your Craigslist posting. I followed your advice concerning my home in Vail and placed ads in New York, Chicago, Miami, San Francisco and Denver. All those markets have non-stop air service into Eagle and my e-mail has been buzzing with requests. Thank you again.”

Newspaper: Consider ads in your local newspaper (assuming the destination is within “drive-time” and/or in the community where the vacation rental is located (potential vacationers may review the classifieds on-line or will review while vacationing for their next trip)

Magazines: Specialty magazines are excellent opportunity to target an audience. Ski and Skiing magazines are favorites among those with vacation rentals in “snow country”. Be forewarned, for major resort areas, the many ads lead to “clutter on the page”. Spend a few dollars on enhanced borders, highlights, bold and so forth.

Personal E-Mail Advertising: As a witty message to your e-mail signature block about your vacation hoe including a picture and a link. For example: If I am e-mailing, I am not on the slopes of Aspen, thus my vacation home is available for rental, check it out at:_____________________

Whether you are working with The Society, consulting an owner listing on VRBO or answering an advertisement on Craigslist, here are a few tips post-reservation to make your vacation home rental experience worry-free:

Estimated Time of Arrival: Be sure to advise your host i.e. owner, manager, managing agent the approximate time of your arrival. Your host will be most appreciative knowing what time to turn over the home. Even if you may be arriving early morning (not uncommon in Europe from North America), request an early check-in if available. Many estate agents will allow an early check-in gratis versus many hotels which will require the prior evening be booked. Same with late arrival as prior notification will allow the agent to have lights on when you arrive and as many of our managing agents have been known to provide, a welcoming meal service from a local chef.

Estimated Time of Departure: Yes, it’s not something you wish to think about. A client in the Hamptons mentioned a 5:00PM airline departure from the NYC area and based on Mapquest, advised the managing agent they would leave the residence at 1:30PM for the 2-hour drive and be at the airport with 1.5 hours to spare. The managing agent correctly advised they should depart at Noon due to the heavy westbound traffic from Eastern Long Island to New York City. The managing agent’s advice saved the family from 1) missing their flight, 2) being stranded overnight in Queens, New York and 3) provided sanity and the option for the family to stop en-route for an excellent “clam-roll” on the Montauk Highway.

Special Needs: We recently worked with a client who mentioned they were traveling with a family member with special needs and they were concerned about the open access to the pool area with the home they had chosen. We were able to discuss the issue with the estate manager who suggested a similar home with a pool which was gated and could be secured to prevent unsupervised access. The client was thrilled and we were glad we were able to facilitate the client and their vacation needs.

Note: Not every vacation home is correct for every client. While property/estate managers should be asking questions, many do not. We suggest, as clients and travel agents, that you take the initiative and open the discussion; it is your vacation, make it the most enjoyable it can be.

In a recent Wall Street Journal article, buyers of condo-hotel properties are heading to court across the country arguing that developers who sold such units violated securities laws. Of interest, the court filings began as the real estate bubble started to deflate. For many buyers, condo-hotels seemed like a great idea. Hotel developers could offset construction costs by selling rooms to individuals then share the rental income with the owners every time a room was booked. However, instead of the lucrative venture some buyers claim they were promised by developers, condo-hotels have turned out to be one of the worst investments in decades. What is an owner to do?

Each condo-hotel development is unique and one must review their condominium by-laws, specifically concerning rental and management programs. Some may prohibit an owner from soliciting rentals on their own i.e. all rental and management must go through the managing agent to more liberal policies allowing owners to procure renters and just pay cleaning charges.

The following are a few options to consider if 1) you own a condo-hotel unit and 2) are looking for opportunities to increase rental activity and income generation.

• VRBO: Vacation Rental By Owner is one of the largest sites for owners and managers looking to rent their vacation or similar properties. We would suggest as much detail as possible including location, amenities, rate, pictures and always negotiable (see below for description and text).
• Craigslist: This free on-line bulletin board is an excellent option to capture local/regional traffic as well as national/international viewers. Best to mention condo building identity and address in headline to capture a click-through.
• Global Bundle: For deluxe and luxury vacation properties, The Global Bundle is an excellent option to harness the power of the internet while target marketing to the affluent traveler. Offering placements on WSJ.com, LuxuryRealEstate.com, The Robb Report, HomeAway and other sites. The Global Bundle can be tailored to match prospective travelers with your vacation residence. Costs associated with marketing may be tax-deductible, please consult with your tax advisor.
• Local Tourism Bureau or Reservations Service: Many major tourism destinations will have a “central reservations” office or similar associated with their Chamber of Commerce or Tourism Bureau. Contact directly to see if your vacation rental can be posted on their site(s).