Marketing a short-term rental apartment without agencies and large budgets

With the dynamic growth of the tourism industry, the short-term rental market is also growing. This means that more and more owners of flats and apartments are competing with each other to offer accommodation to traveling guests. This is a very good sign – it means that demand is also growing, and thanks to healthy competition, you have a chance to stand out from other offers, as long as you take care of effective marketing of your apartment and know how to do it.

An attractive location and cozy interior are no longer enough to attract guests. Visibility on the internet, positive reviews, and a regular presence where potential tourists are looking for accommodation are becoming key. Many owners still believe that effective apartment marketing requires hiring an agency or spending a lot on advertising. This is a myth. In reality, there are many simple, free, or very inexpensive ways to effectively promote your property and increase the number of bookings – on your own, without intermediaries. All you need is a little willingness, consistency, and commitment to achieving your goals.

In this article, we show you how to market your short-term rental apartment step by step. You will learn how to prepare an ad, use social media, create your own website, collect reviews, and build local partnerships. All this so that you can operate effectively, saving time and money – and reap greater profits from renting.

An attractive online presentation as a key element of apartment marketing

First impressions on the internet are the key to success. Guests decide to book in a matter of seconds, based on the appearance of the ad – photos, consistency, and the emotions that the images of your property evoke in them. That’s why it’s worth ensuring you have high-quality photos, even those taken with a phone. Natural light, clean surfaces, well-arranged pillows, or flowers in a vase make a huge difference. In the description, it is worth emphasizing the unique features of the property: the view, location, interior style. Key words in the description (e.g., “apartment near the beach,” “weekend rental in the center”) also help to better position the ad on sites such as Airbnb or Booking. Remember that a good description should not be too long, but specific and convincing. It is worth updating the ad regularly, e.g., by adding new photos according to the seasons. You can use subtle filters to enhance the photo with the atmosphere of the place and time.

Social media as free advertising for your apartment

Social media is a free tool that offers enormous promotional opportunities. Having your own apartment profile on Facebook or Instagram, and now also on TikTok, allows you to build brand recognition and connect with potential guests. It is worth regularly posting interesting photos of the interior, the surrounding area, recommended attractions, or guest reviews. It is a good idea to show the “life” of the apartment, e.g., through Instagram stories or videos of preparations for the new season. Also, encourage guests to tag the location and share their impressions. Be active in local travel or seasonal rental groups, where you can post ads and answer questions from potential renters.

Website – a huge expense or a free online showcase for your apartment?

Havingyour own apartmentwebsite is a sign of professionalism and independence. Creating a website is not difficult; you can use an agency, but you can also try to do it yourself on platforms such as Wix, Webflow, or WordPress. Such a website should include a photo gallery, apartment description, availability calendar, contact form, and guest reviews. It is good if the website is SEO-optimized, i.e., it contains phrases such as “apartment rental in [city].” It is also worth creating a Google My Business listing, which allows you to appear in local search results. You can include a link to the website in ads, social media profiles, and email signatures.

Collecting guest reviews – boost the promotion of your apartment

Guest reviews and recommendations are extremely important for future bookings. That’s why it’s a good idea to politely ask guests to leave a review after each stay. It is best to do this right after departure, when positive emotions are still fresh. Reviews should be visible in your listings on Airbnb, Booking, Google Maps, and your website. You can also publish them as graphics on Facebook or Instagram. In the case of negative reviews, the most important thing is to remain calm and respond professionally. Such a reaction builds trust. It is also worth creating a short guide for guests on how and where they can add a review to make the process easier for them. Many short-term rental property owners decide to give small gifts in the form of a jar of local honey or other delicacies with a business card attached with a QR code or links to review sites.

Collaborate locally – affiliate marketing

Collaborating with local businesses can be very beneficial and cost nothing. Offer local cafes, restaurants, tour guides, or equipment rentals a joint promotion. An example? You don’t provide meals, so you offer a discount on a meal at a nearby restaurant, your guests are happy, and the local eatery gets regular customers and advertising on your media. This synergy allows both parties to reach new customers. It is worth preparing promotional materials: flyers, joint posts on social media, welcome packs with information about partners. Mutual recommendations on social media also work well. Referring to the previous paragraph, in cooperation with local companies, you can prepare welcome and farewell gifts, promoting each other.

Ad positioning and low-budget apartment advertising

On platforms such as Airbnb and Booking, activity is important. Regularly updating your ad, responding quickly to inquiries, and high-quality reviews have a positive impact on your search results ranking. It is also worth experimenting with prices: small changes (e.g., -5%) can increase the visibility of your ad. Contrary to appearances, advertising does not have to cost millions. All you need to do is define your target audience well, and for a small amount of money, you can increase the reach of your offer. The cost of advertising can be as low as a few zlotys a day, and the results can be surprisingly good. Be active on travel websites and forums, writing your opinions and sharing the advantages of your property or the area in which it is located.

Automation and time-saving tools

Running a short-term rental apartment on your own does not mean that you have to do everything manually. Thanks to automation, you can save dozens of hours per month. The BedBooking reservation app offers a multitude of features that largely do the work for you. Automatic booking confirmation emails, arrival reminders, and feedback requests – you can set all of this up once and let the system run in the background.

In addition, BedBooking allows for automatic synchronization with the most popular booking portals ( OTAs), which means that any change of date or booking in one channel is immediately visible in all others. This is not only convenient and a modern approach to management, but also, and perhaps most importantly, an effective way to avoid mistakes and misunderstandings. And the less stress in your daily work, the more energy you can devote to promoting and developing your offer.

Marketing automation in BedBooking also allows you to send messages to guests after their stay, asking them to rate your property and providing a link to the review form. Such activities increase the number of reviews, build credibility, and improve your visibility on the web. Thanks to automation, you gain time and quality – exactly what you need to compete effectively with larger players.

Summary and 7-day action plan

Promoting a short-term rental apartment does not have to cost a fortune or require an agency. The key is a consistent strategy and regular activities. Proposed plan for the coming week:

• Week 1: Take new photos and update your listing.
• Week 2: Create a profile on Instagram and Facebook (possibly also on TikTok).
• Week 3: Ask your most recent guests for a review and share it.
• Week 4: Create a simple website.
• Week 5: Get in touch with two local businesses.
• Week 6: Implement automation tools.
• Week 7: Launch a small advertising campaign or post in groups.

Incorporating even some of these steps into your business routine will significantly improve your visibility and number of bookings.

To summarize all the knowledge from this article, it is worth remembering one thing above all else: effective marketing of a short-term rental apartment does not require huge budgets or specialized knowledge. All you need is consistency, openness to new tools, and a willingness to take action. With simple, thoughtful steps, you can build a recognizable brand, attract more guests, and increase your profits – all on your own. Today, the internet gives everyone equal opportunities, and local charm, authenticity, and a personal approach are your greatest assets. Don’t be afraid to test and learn as you go – each season is a new opportunity to present your apartment even better. Good luck – and remember that you are the best ambassador for your place!