How to Create an Airbnb Brand Marketing Strategy
The first step to any marketing strategy is deciding on a budget.
Unfortunately, most business owners pick a number that sounds good and run with it.
This approach leads to stressful financial strain and wasted resources.
Instead, the best practice for Airbnb hosts and short-term rental entrepreneurs is to dedicate 10% of revenue to marketing.
Why 10%?
Because building a brand takes time, money, and patience.
In the beginning, marketing might feel like a gamble. But unlike Vegas, over time, you can become the house—you’ll know when you’re going to win.
In this article, I’ll share exactly how to spend your marketing dollars to build a powerful Airbnb brand marketing strategy and turn your rental business into a reliable profit machine.
Let’s dive in.
Step 1: Build a Strong Foundation (Months 1–2)
Your marketing strategy needs solid roots, just like a tree. Skipping this step is the equivalent of building a house on sand—it’s only a matter of time before everything crumbles.
Here’s how to lay the groundwork:
1. Build a Direct Booking Website ($1,000)
Create a simple, 1–3 page website designed to make booking easy.
Ensure your site is optimized for SEO so potential guests can find you.
Future-proof your business by eliminating revenue-sharing platforms.
2. Hire a Professional Photographer ($500)
High-quality photos are non-negotiable.
These images will represent your brand across listings, social media, and ads.
Professional photography has a proven ROI, making it one of the best investments you can make.
3. Perform an SEO Spot Check ($500)
Hire an SEO expert to review your site and optimize it for search engines.
Proactively choose your keywords so you rank for terms like "lakefront vacation rental" or "Airbnb in [your city]."
By the end of month two, you’ll have a strong marketing foundation:
A website guests can trust.
Stunning photos that sell your property.
An online presence that shows up when people are ready to book.
Step 2: Attract Your Audience (Months 2–8)
Once your foundation is set, it’s time to build an audience of future guests. The goal here is simple: make your brand known.
Here’s where to focus:
1. Hire a Social Media Manager ($500/mo.)
Consistency is the name of the game on social media.
A social media manager will ensure you’re showing up regularly with high-quality content.
Pro Tip: Hire someone with experience—not just a family member who “knows Instagram.”
2. Partner with Influencers ($450/mo.)
Influencers have already built trust with your audience.
They can help showcase your property to potential guests in a way that feels authentic.
Work with influencers by either comping stays or paying for promotional posts.
3. Build an Email List ($50/mo.)
Email is the only marketing channel where you own your audience.
Start collecting email addresses now, even if you’re not ready to send campaigns.
Use tools like MailChimp or ConvertKit to manage your list.
Why spend six months attracting an audience? Because people buy from brands they know. A consistent social media presence, influencer partnerships, and email list building will give you the visibility needed to stay top of mind with potential guests.
Step 3: Push the Offer (Months 8–12)
Now it’s time to convert your audience into bookings.
Here’s how to approach advertising:
1. Run Paid Ads ($1,000/mo.)
Focus on Meta ads (Facebook and Instagram).
Create campaigns targeting specific audiences:
Instagram followers lookalike audience.
Email subscribers lookalike audience.
Brand awareness campaigns.
Run each campaign for 4–6 weeks and test results.
2. Use Clear Offers
Your ads should focus on one thing: bookings.
Include a compelling call-to-action like “Book Now for 10% Off Your Stay.”
3. Refine and Repeat
Once you’ve tested different ad campaigns, focus on the winners.
The goal is to create a predictable system for driving bookings month after month.
Why This Strategy Works
A well-executed Airbnb brand marketing strategy follows a simple formula:
Build the foundation.
Attract your audience.
Ask them to book.
Marketing is an investment, not an expense. While the results may take time, the long-term rewards are worth it. By dedicating 10% of your revenue to building a brand, you’ll become the house—you’ll know when you’re going to win.
Final Thoughts
Your Airbnb brand marketing strategy isn’t about throwing money at random tactics. It’s about investing in the right steps, at the right time, to build a profitable business.
So, stick to your budget, follow the plan, and trust the process. Over time, your marketing efforts will pay off in the form of a recognized brand, loyal guests, and sustainable bookings.
That’s all for today. Now it’s your turn to get started.