Social media tips for vacation rentals

How to market your vacation rental on Facebook and Instagram

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You’ve taken phenomenal vacation rental photos, written a compelling listing description, and posted it for the world to see (and book) on Airbnb and Vrbo. Now what? You can sit back and hope you stand out from the competition on those channels. Or, you can take a proactive approach to get more eyes on your vacation rental on your own.

One smart way to do that is to market your vacation rental on social media. Not only is it free advertising, it’s a simple way to interact with potential and past guests who are already online looking for travel inspiration.

Tips for vacation home owners new to social media

We turned to Roman Anisimov, Vacasa’s social media manager—who oversees our social media and engages with our followers daily on Instagram, Facebook, LinkedIn, and Twitter—for some inspiration. His recommendations for social media beginners:

  • Have a content strategy right from the start to guide your social media routine. This can be as simple as “post daily about unique amenities, local attractions, and guest reviews.”
  • Start off with one or two social media sites. “Facebook and Instagram are generally great platforms to start with due to the vast audience on each platform,” he advises.
  • While there’s no magic formula for how often you should post to social media, posting once per day is optimal. “Don’t forget—quality versus quantity plays an important role,” says Roman. “So, think about what information your audience craves.”

1. Repurpose a guest review

Whose opinions have the most influence on potential guests? Past guests. Their vacation photo sitting by your pool and the review they left behind can have a big impact on another traveler’s decisions. Some ways to repurpose guest reviews:

  • Pull out vivid quotes that paint a picture of their experience. Check out this quote from a Vacasa guest who stayed in a Seattle vacation home: “It was just so homey. It felt like the exact kind of place that three generations would gather for a magical Christmas morning.” Who wouldn’t be intrigued?
  • Repost the photos your guests shared on their own social media accounts. These are much easier to find if you ask guests ahead of time to tag your vacation rental in their posts. Make sure you have their permission to repost too.

2. Capture the guest experience with unique photos and video

Social media is highly visual—and authentic. So don’t simply post the same property photos over and over. Instead, focus on the experience and special moments that guests can have at your vacation rental and the amenities that make it happen.

Show them what vacation looks like at your home (and the surrounding area). You might even consider setting up a photoshoot with family and friends to act as mock guests. Some ideas for photo and video content:

  • Roasting s’mores by the firepit
  • Drinking a mai tai out on your lanai
  • Playing ping pong in the game room
  • Making family dinners
  • Hiking nearby trails
  • Playing at the beach
  • Enjoying a nearby attraction

3. Launch a contest or giveaway

Nothing thrills travelers more than winning a free vacation. Offering a chance to win a stay at your vacation rental is a great way to get more visibility and attract new followers. First, make sure to follow Facebook and Instagram’s rules on running promotions and giveaways. Then, make it immersive and think of creative ways for people to participate.

Some ideas:

  • Ask people to nominate someone who they think deserves a getaway.
  • Make your prize even bigger and better by partnering with a location attraction or restaurant. You’ll also get greater reach and access to new audiences.
  • Ask followers to caption a photo of your property.
  • Ask fun trivia questions about your destination.

4. Run an interactive survey

People love to have their say. Use surveys and polls to let them do so. The added bonus: You can get insight into what people like. For instance, you can ask for advice on what amenity to invest in next: hot tub or outdoor fire pit? Or, find out which activities draw people to your destination the most: hiking or fishing?

Surveys should be quick and easy for people to answer—one or two questions, tops. This also doesn’t have to be complicated. Ask users to vote by leaving a comment or create an Instagram Stories poll.

5. Partner with a social media influencer

Put simply, an influencer is someone who influences. On social media, influencers are users who consistently create content and have a dedicated audience who know and trust them. Partnering with an influencer is a great way to get endorsements.

An agreement with an influencer usually involves hosting a 2–3 night stay in exchange for content. The influencer should agree to do a good mix of photo and video assets (for example, 10 photos and 2 videos) that they’ll share with their audience and you can reuse for your own marketing.

Before partnering up on anything, though, make sure you thoroughly research the influencer. How big is their audience? How engaged are they with their followers? “Audience size is important, but engagement is vital,” Roman says. “Someone with a small audience can still have a strong impact on their followers’ decisions.”

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6. Use trending hashtags and holidays

Keep your social media channels relevant and up to date. Stay on top of which hashtags are trending at the time, especially in your destination. (Search your location’s name in Instagram to find out which hashtags are most popular.)

Holidays are another way to tie in related content from time to time. Think beyond national holidays—there are days that celebrate all things imaginable. For National Pie Day (January 23rd, if you’re wondering), give a shout out to your favorite local pie spots. On National Lazy Day (August 10), show guests all the ways they can kick back at your vacation home.




Travelers are already on social media looking for inspiration for upcoming getaways. By joining them there, you can interact with future guests directly and get more exposure for your vacation rental. Use Roman’s tips to create a steady flow of content that will keep your vacation home top of mind, while keeping your audience interested and engaged.

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Vacation rental social media FAQ

There are seemingly endless ways to market your vacation home and get it in front of a wide audience. At Vacasa, we like to think creatively, while also leveraging tried and tested marketing strategies. Some tips for marketing your own vacation home:

  • Narrow in on the audience who would most likely be drawn to your home.
  • List your property on several vacation rental and travel sites, instead of relying on just one platform.
  • Use social media to promote your home and your destination.
  • Hire a professional photographer to build a portfolio of eye-catching photos that you can spread out online on your website, listing profiles, social media, etc.
  • Write listing descriptions and blog posts with keywords in mind to improve rankings on Google’s search engine results page (SERP).

Learn more ways to market your vacation rental >

When creating a Facebook page for your vacation rental, treat it as you would the homepage of your website. Some tips:

  • Choose 3–5 high-quality photos to rotate as your cover image.
  • Write an enticing description that summarizes your vacation home.
  • Include an email address and phone number so potential guests can reach you.
  • Add a “Book Now” button that links to your listing on Airbnb or Vrbo.
  • Once your Facebook page is live, invite your friends, family, and past guests to like it.

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Vacasa offers property management and other real estate services directly through Vacasa LLC and through Vacasa LLC's licensed subsidiaries. Click here for more information about Vacasa's licensed real estate brokerage/property manager in your state. Vacasa’s licensed real estate brokerages/property managers include: Vacasa Alabama LLC; Vacasa Arizona LLC; Vacasa Colorado LLC (Micah Victory); Vacasa Delaware LLC, 302-541-8999; Vacasa Florida LLC; Vacasa Louisiana LLC, Dana MacCord, Principal Broker, ph 504.252.0155 (Licensed in LA); Vacasa Michigan LLC, 947-800-5979; Vacasa Missouri LLC, Susan Scanlon, Designated Broker; Vacasa Nevada LLC; Vacasa New Hampshire LLC,45 NH-25, Meredith, NH 03253, Dave Grant, Broker of Record; Vacasa New Mexico LLC, 503-345-9399; Vacasa New York LLC, 888-433-0068, Susan E. Scanlon, Real Estate Broker; Vacasa North Carolina LLC; Vacasa Pennsylvania LLC; Vacasa Real Estate Corporation, California DRE #02105811, Joseph Czapkowicz, California DRE #01380722; Vacation Palm Springs Real Estate, Inc., California DRE #01523013, Mark Graham, California DRE #00700720; Vacasa Real Estate LLC (licensed in Colorado, Daned Kirkham); Vacasa Real Estate LLC (licensed in Idaho, Oregon, and Utah); Vacasa Real Estate LLC (licensed in Maine, Michael McNaboe, Designated Broker); Vacasa Real Estate LLC (licensed in Texas, Debra Brock, Designated Broker); Vacasa Real Estate LLC (licensed in Washington, Robert Brush, Designated Broker); Vacasa Seasonals Inc., California DRE #02160171, Lisa Renee Stevens, California DRE #01485234; Vacasa South Carolina LLC; Vacasa South Dakota LLC; Vacasa Tennessee LLC; Vacasa Vacation Rentals of Hawaii LLC, 3350 Lower Honoapiilani Road, Suite 600, Lahaina, HI 96761; Vacasa Vacation Rentals of Montana LLC, Terah M Young, Licensed Property Manager; Vacasa Virginia LLC; Vacasa Wisconsin LLC; Vacasa Wyoming LLC. In Canada, this advertisement is provided by Vacasa Canada ULC, CPBC lic. number 75826, 172 Asher Rd. V1X 3H6 Kelowna, BC.