By James Sells, Dir. of Client Services
One of the misconceptions that many vacation rental agencies have is that simply being on the first page of search engine results is the answer to all of their occupancy and revenue dreams. While search engine rankings and better exposure are without a doubt a key component to increased market share and bookings, the quality and content of your website is just as equally critical.
When the consumers get to your website, will they like what they see? Will they find it easy to navigate? Will the pictures and unit descriptions catch their eye? It is important to remember that the best listings get the most bookings.
One of the most important aspects of increasing your look to book ratio is the quality of pictures on your website. The old saying goes that “a picture is worth a thousand words”, but in this day and age of digital cameras and e-commerce, I would wager that a picture is worth much more than a thousand words. If guests can’t picture themselves staying in a unit, sleeping in the bed, and relaxing on the couch or deck, they will most likely move on even, if the price is within their budget.
The good news is that you can get great pictures of your units without having to pay a professional photographer thousands of dollars or invest in expensive equipment. Here are some guidelines and tips on getting great pictures without spending an arm and leg.
Camera:
While you don’t need a high end SLR digital camera to get great shots of your units, you do need a digital camera that will take at least 3 megapixel images. Most newer cameras come supporting 6 megapixels or higher, so if you’ve purchased a digital camera within the last couple of years it should be sufficient for taking quality photos of your units.
If you do not currently own a digital camera, you can get a good one for around $200 - $300. While you’ll want to invest in a camera that will take quality pictures, the real key to great pictures is what they feature.
Exterior Pictures:
Exterior pictures should showcase not only the house, but the surrounding area as well. You'll want to make sure that these pictures are clear and highlight the color and uniqueness of the unit and any unique and enticing features of the surrounding area. Make sure to stand back far enough so that you can get as much of the unit in the shot as possible without being so far away that the viewer has to squint to see any of the details.
Does it have a hammock or swing? An outdoor pool or hot tub? Make sure that there is at least one photo highlighting these unique aspects. If the unit is near the beach, a hiking trail, boardwalk, or other attraction, be sure to include a nice clear shot of that as well.
Finally, if the different seasons affect or compliment the look of the unit, you’ll want to take a shot or two the unit during these times of the year and include it on your website as well.
Interior Pictures:
You will want to have at least 3-4 images of the interior of the unit, showcasing the rooms that guests will be spending the majority of their time in, as well as any unique features of the unit such as a game room or Jacuzzi. Don’t overlook rooms like the kitchen and bedroom(s) as guests will want to see the layout of these rooms. Because they often can’t walk through the unit before renting it, they will want to see as much of it as possible to ensure that it will meet their needs.
Make sure that the rooms are well lit so that guests can get a clear picture of all that the 
room has to offer, and turn the automatic flash on so that you don’t have to worry about adjusting the lighting of the room. You will also want to use a wider shot here as well so that as much of the room can be seen as possible.
Finally, to help potential guests visualize themselves staying in the unit, make sure to include things like books and games on the coffee table, or drinks out on the deck or patio in your pictures. And if the unit is popular for weddings, reunions, or vacationing families, take pictures that communicate this.
Floor Plans:
If you can afford the extra expense of having floor plans drawn up for your unit, they are a great way for guests to get an accurate description of a unit's layout. These are especially helpful for families or groups that are staying in a unit and may have questions or concerns about space for children, proximity of living space, etc. A map of the area that a unit is located in my also be helpful if there are nearby lakes, trails, or shopping areas.
Photo Labels:
Finally, as part of your ongoing search engine optimization efforts, make sure that the labels you choose for your photos are descriptive and include keywords whenever possible.
For example, do not simply label the photo of the kitchen as “kitchen” but rather “Fully furnished kitchen with beach view”, or “Spacious kitchen with great view of the Smokies.”
Following these basic guidelines will help increase the chances that your units catch the eye of more prospective guests. And one of the great things about using a digital camera is that if you do not like the shot, you can easily erase it and take another.
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