In this episode, Nihal Salah chats with Daniela Derin, owner of the Skol Apartments in Marbella, about leveraging social media for holiday lets. Daniela shares her journey from estate agency to managing 100 flats, emphasising the importance of understanding your ideal guest and using social media to connect with them throughout the year. She discusses how the pandemic shifted her focus to digital nomads and workations, leading to year-round high occupancy rates.

Takeaways and Actionable Tips

1. Start with WhatsApp Business: It's user-friendly and widely used. Set up your profile, catalogue, and begin posting daily status updates to engage with potential guests.

2. Content Strategy:

- Develop 3-5 content pillars based on your ideal guest's interests (e.g., food, activities, local culture)

- Create a weekly content calendar

- Aim for 3 posts and 1 story per day when starting out

- Use a mix of Stories (for nurturing existing audience) and Reels (for growth and reaching new people)

3. Repurpose Content: Share the same content across platforms (Instagram, Facebook, WhatsApp) to maximise efficiency.

4. Create Landing Pages: Develop specific landing pages on your website for different interests (e.g., pet-friendly stays, couple getaways, local attractions). Share these through social media to drive traffic to your site.

5. Focus on Relationship Building: Use social media to stay connected with guests year-round, not just during their stay. This encourages repeat bookings and referrals.

6. Showcase Your Personality: Include yourself in some content to build trust and connection with potential guests.

7. Utilise Video: Create short (5-55 second) videos showcasing your property, local attractions, or addressing common guest questions.

8. Target Niche Markets: Identify and cater to specific groups (e.g., pet owners, digital nomads, foodies) to differentiate your offering.

9. Encourage Direct Bookings: Use social media to drive traffic to your website for direct bookings, reducing reliance on OTAs.

10. Measure and Adapt: Pay attention to which content performs best and adjust your strategy accordingly.

11. Be Authentic: Share genuine experiences and local insights to attract guests who align with your values and offerings.

12. Upsell Opportunities: Use social media to promote additional services or local experiences, increasing revenue per guest.

Remember, consistency is key. Start small, be patient, and gradually build your social media presence over time. The goal is to create a connection with potential guests long before they book, throughout their stay, and after they leave, turning them into repeat visitors and brand advocates.

Links

Buy Daniela's book, Mastering WhatsApp Business: Your Guide to Driving Direct & Repeat Bookings through Social Media and Branding Synergy, here: https://amzn.eu/d/hTU9C8m

Find out more about Skol Apartments here: https://www.skolapartmentsmarbella.com/

If you'd like to be a guest on STR Book:ed, email us at [email protected] or connect with Nihal on LinkedIn.

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