The Kate Show | Episode 92
A few months ago, I released an episode on this podcast all about Airbnb specific design and staging services. My inbox blew up, and everyone wanted to know how to market to Airbnb hosts, how to set their prices, how to design their service packages.
To quickly recap, Airbnb is taking over the hospitality industry. These hosts are ready to make money. As designers and stagers, you are the perfect professionals who can help them maximize the aesthetics and comfortability of their spaces, which leads to more bookings and higher rates for the host, which circles back to you, greatly increasing the value of your services and the price you set on them.
Today on The Kate Show, I'm sharing my top tips on how to create service packages that Airbnb hosts will love at prices that benefit both you and them. I'll also be sharing how you can get in front of the Airbnb host and the adjustments you'll need to make in your marketing.
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How to Create Airbnb Service Packages
What does an Airbnb host need to succeed? They need a beautiful, comfortable rental that photographs well and yields many happy reviews. They need to stand out among the saturated Airbnb market in their city.
Here are several service package ideas you could offer:
Package #1: Virtual or In-Person Design Consultations / Airbnb Launch Pad
Most Airbnb hosts are not good candidates for your traditional design services, but they'd love an expert opinion. When describing your Airbnb consulting package, be sure to focus on the benefits rather than just the features.
Feature: We'll measure your space and create a furniture layout. (So boring and hosts will question why they should spend money on that.)
Benefit: We'll make sure your listing has correctly sized furniture that keeps your guests comfortable, not crowded, and provides a cozy place for them to rest. We'll pull together layers of texture to give your listing a "designer look" that makes it easy for you to increase your nightly rate while making your space totally Instagram-able. We'll also provide shopping lists for you to review, helping ensure that you have enough amenities in your listing to satisfy the last-minute needs of your guests.
Package #2: Staging and Photography Services
The official Airbnb website depends largely on photos of each rental to attract guests. A host might have a great space in an excellent location, but they might not understand how to stage the space prior to taking photos. If you have experience staging small spaces, hospitality spaces, or similar venues, you're the perfect professional to offer Airbnb photo staging.
When offering these services, keep in mind that you don't necessarily need to be onsite. You could offer staging consultation via Facetime and/or provide staging education specific to Airbnb through downloadable PDFs, a private Facebook group, or Youtube videos.
Package #3: Airbnb in a Box/Airbnb Makeover
This package is the perfect solution for that aspiring Airbnb host who wants to update their rental quickly and start making money. Your Airbnb in a Box package could include a color palette, corresponding shopping list, amenities suggestions, and printable signs for WiFi passwords, local attractions, etc., giving the host everything they need to set up their space at a designer level rather than DIY'ing it.
You could offer packages with different aesthetics and square footage ranges, as well. While this would take some time to set up, you could sell each package endlessly, resulting in a more passive income stream.
How to Price Your Airbnb Service Packages
Pricing your Airbnb packages will depend on a number of things:
The type of Airbnb host you are targeting (low, mid, high-end - are they DIY or do they just want to oversee the rental property while hiring cleaners, designers, stagers, etc.?)
The goal of that Airbnb host (do they want to increase the nightly rate of their rental or do they want to book out every night? - a quality vs. quantity question)
The type of guests that Airbnb host wants (families, couples, business people, pets or no pets)
The amenities included or to-be-included in each rental
The type of listing (downtown apartments, suburban condos, beach homes, just a room, a full house, etc.)
The location (city and state demographics, tourist destination or business travel)
You need to know who your ideal client is, and you need to make sure your perceived value matches the dollar amount you set for your package. You might have the best package in the world, but if your branding looks DIY'd (or if you're trying to use the same brand/business name for Airbnb as for the rest of your business) there could be a huge disconnect that results in little to no sales.
Long answer short: you will likely need to create a new website, logo, and company name when marketing to Airbnb hosts. That type of target client is vastly different from anyone you are currently serving.
Don't make the mistake of trying to roll Airbnb into your existing brand. If you're going to pursue Airbnb hosts, make yourself irresistible to them from their first interaction with your brand. Understand what worries the host and offer up your solutions.
Are they worried about booking out every single night? Help them with their photos.
Are they concerned about getting good reviews? Help them makeover their space.
Are they trying to up their game and earn an Airbnb Super Host or Luxe designation? Consult with them on how they could offer amenities or features that their nearby competitors simply aren't offering. Direct them on how to turn their listing into a luxury space that meets Airbnb's Luxe Home requirements. (And in case you didn't know there was a luxury Airbnb market, keep in mind that these listings can tote a nightly rate of over $10,000. No, that wasn't a typo!)
How to Market to Airbnb Hosts
Talking about all the money you could make and the packages you could offer is exciting, but how do you actually market to the Airbnb host? Fortunately for you, the simple sales funnel still applies. Talking about all the money you could make and the packages you could offer is exciting, but how do you actually market to the Airbnb host? Fortunately for you, the simple sales funnel still applies.
1) Post 3x per week on the social media platform that your target host uses the most. Include relevant design and staging tips that focus on increasing their nightly rates and maximizing their bookings. You'll want to set up a different social media account for this.
2) Create a website and brand completely specific to your Airbnb service packages. Include downloadable PDFs and/or videos that offer helpful advice. Allow hosts to book phone calls online. Accept online payments.
3) Send regular email newsletters that offer tips, furniture suggestions, layout ideas, amenity solutions, etc. Help them truly be the host with the most to offer. (If you're wondering who will receive these newsletters, go back to step #2. Your PDFs and videos should only be available to those Airbnb hosts who provided you with their email address.)
4) Collaborate with Airbnb trainers to promote your service packages. While you can easily Google more, here are a few to get you started:
Before you collaborate, advertise, or sponsor any of these entities, do your homework first. This is not a blanket statement of approval, as I don't know anything about the validity of these listed resources. (Sorry, I'm legally required to provide that disclaimer.)
There you have it, a simple marketing plan, pricing guide, and packages for your new ideal client, the Airbnb host.
Go get 'em!
Resources
Original Airbnb podcast episode
