How To Leverage Social Proof To Increase Rental Property Bookings

It is a competitive market in the short-term rental space, and you have to fight for your guests. A great way to differentiate yourself and boost your occupancy rates is by using social proof or testimonials from previous guests affirming your property's credibility. This can be especially game-changing for smaller to medium-sized vacation rental owners.

This article will discover how social proof works and why it matters — as well as offer tips on using that strategy to increase your property appeal and get more bookings. Discover how to use happy guests as your most potent promotional tool.

What is social proof?

In the case of short-term rental properties, social proof is often represented via guest reviews, ratings, testimonials, the number of bookings a property fetches, etc. If prospective guests see that people just like them have rented a property and loved it, they will feel more at ease choosing the exact same apartment.

It is extremely important for property owners to build trust and credibility. Confirming that others before you had a good experience is itself powerful, especially in an era when potential guests might be hesitant to make decisions based on photos or descriptions alone.

Good guest reviews and high ratings serve as personal recommendations for other new guests who might be on the fence about booking your property. Testimonials can let you know the quality of the property and what kind of experience renters can expect. The better the feedback a rental property receives, the more likely it is that this will help leverage a competitive edge to stand out in a crowded marketplace, thereby attracting inquiries and ultimately improving occupancy.

Why is social proof important?

Social proof is crucial because it directly impacts trust and decision-making. Here’s why it’s important:
 

Builds trust and credibility

Social proof is a must-have for credibility in the short-term rental market. Previous guests providing positive feedback translate into endorsements, indicating your property is in a condition that can be trusted and rated highly. They will believe in the quality and legitimacy of your unit more because if other people have a good experience with you, why shouldn't they as well, right?

This trust is crucial in attracting new guests, as they are more inclined to choose a property that has been verified by previous occupants. In essence, social proof helps build a solid reputation and fosters confidence among potential tenants.
 

Influences decision-making

People tap into the opinions and experiences of others when faced with a decision. This is where the role of confirmation and direction from social proof comes into play. When your property has gotten the thumbs-up multiple times, future guests will see that and are more inclined to want to stay.

The biggest impressions are made in competitive markets where there are a good number of short-term rental opportunities. Social proof allows you to influence decision-making and have prospective guests choose your property whenever they are choosing between other vacation rental properties.
 

Enhances reputation

Attracting new guests rely heavily on reputation. Social proof plays a role in this by enhancing positive feedback and showing the happy guests that have gone by. High ratings and shining reviews keep your property standing out from the competition. A good reputation not only attracts more visitors but also makes your property more visible on booking platforms and social media.

The process can then work the other way, with increased visibility within those groups potentially resulting in a higher volume of inquiries and greater overall occupancy levels, which cements your role further.
 

Increases visibility and appeal

High ratings and good reviews play a crucial role in enhancing the visibility of your property. The best properties often have a lot of good reviews, and then they rank higher on booking platforms because people like them more due to social proof. The more it is seen, the more enquiries you will receive in return, and so it increases the likelihood of bookings!

Prospective guests will be attracted based on the feedback and experience of others. When you manage and display social proof correctly, it elevates your property market presence and attracts more prospects, which in the long run will raise occupancy rates.
 

How property owners can leverage social proof to increase bookings

Ready to make use of social proof? Here are some of the best tips:
 

Turn the best reviews into website testimonials

If you have positive reviews on your site, this is an opportunity to increase credibility among the leads who are browsing through your website. Choose the most enthusiastic testimonials from happy customers (and place them front and center on your homepage or a specific testimonials page). Look for ways to incorporate real names and photos (for whom you have permission) so as to add a layer of credibility.

Such testimonials serve as highly effective endorsements for your brand, providing social proof to new visitors and helping them ensure that the property or services you are offering are of high quality. 
 

Bring out the FOMO in guests with dynamic widgets

Use dynamic real-time booking information and show them on your website via widgets, like when the last booking was made or actual availability. To create a sense of urgency and show your property's popularity, these widgets cater to FOMO (fear of missing out).

Therefore, the quicker potential guests see others booking or a high demand for your property it will ensure that they book sooner rather than later. It not only increases the attractiveness of your property, but also drives additional last minute bookings that leverages social proof in an effective manner.
 

Give your property more of a human appeal with images

Add images of guests enjoying your property: Images that create a sense of warmth or movement can evoke the type of property you are trying to portray and the guests you ultimately want to attract.

These images give social proof by visually displaying the circumstances and ambiance of staying at your rental. Presenting your property from the perspective of those who have stayed there before instantly makes for a more engaging and relatable tale that should help people to imagine themselves in the space, thus potentially increasing bookings.
 

Include any media coverage of your property

Include any media coverage received by your property, like in local magazines and blogs or travel publications to highlight on your website or promotional material at the venue itself. Media endorsements are a great form of social proof; they add credibility, making properties more interesting.

Showcasing any articles, interviews, or features tells unbiased stories of your property. This extra layer of validation has been proven to give potential guests more confidence in signing up for a stay as they know the property is endorsed by the media and will be much less likely to choose somewhere else.
 

Showcase any awards or endorsements

Showcasing the awards your property has received can act as a powerful form of social proof. Whether you won the best property or the certificate of excellence, boasting this information helps to enforce your high standard and quality rental.

Feature this information on your website and any marketing materials to communicate that the property is known and respected in the industry. Awards and endorsements equal credibility and it tells prospective guests you are who you say.

Summary

Using social proof the right way can go a long way in making short-term rental property more appealing and increasing bookings. Show off reviews, deploy interactive booking widgets, image galleries of happy guests, and press coverage and awards to build trust with potential renters. These tactics make your property more visible and ultimately attract more bookings. 
For a simpler way to manage your property and get the most out of social proof, look into Hospiria. It is a powerful property management software that helps you take control of your bookings and maximize the potential for increased occupancy. Head to Hospiria today and try a free run-through to see how it can help you manage your own short-term rentals.