Showing off your property in the right way is the key to achieving more bookings. In today’s competitive short-term rental (STR) and vacation rental market, a virtual tour can help increase bookings by up to 14%. Airbnb similarly reports 20% more bookings of properties featuring professional photos. 

Why is visual content so effective? First, people want to get an accurate view of the property they are going to rent. When they can also visualize themselves enjoying the space, it can create a stronger emotional association and a powerful motivation to book. For example, when guests see themselves enjoying their morning coffee on your balcony with a sea view, your property is associated with relaxation and a sense of wellness. 

Additionally, a professional photo or video better-positions your property and promotes trust in your overall professional operation. 

In this blog, we will explain how to optimize your property through virtual tours and professional photos. We will cover how to create and implement a virtual tour, budget considerations, and how to leverage visual assets in your marketing.

Why professional photos matter

In today’s digital-first world, professional photographs serve as the crucial first touchpoint between potential buyers and your property, often determining whether they’ll book or simply scroll past. 

Properties showcased with professional photography consistently generate up to double the inquiries and bookings compared to those with amateur photos. High-quality images highlighting a property’s best features help justify higher asking prices and create perceived value in guests’ minds. 

A stunning exterior shot that captures the property’s architectural beauty and landscaping sets the tone for the entire viewing experience. Professional photographers know how to showcase living rooms, kitchens, and bedrooms in their best light, making spaces appear more spacious and inviting. 

Detailed shots of distinctive elements like custom finishes, high-end appliances, or architectural details help properties stand out in a crowded market. Including professional shots of nearby attractions, parks, or community features helps paint a complete picture of the lifestyle potential guests can expect.

Creating an effective virtual tour

The ease of access to visual media has evolved the short-term rental marketing strategy. It has made virtual tours an indispensable tool for showcasing properties, with various formats available to suit different needs and budgets:

• 360-degree tours provide potential buyers the ability to pan around fixed positions within each room, offering a comprehensive view of the space.
• Video walkthroughs offer a more guided experience, taking viewers through the property in a natural flow while highlighting key features.
• 3D virtual tours using platforms like Matterport create a detailed digital twin of the property, enabling viewers to navigate freely through spaces and even take accurate measurements.

When considering equipment options, property managers/owners can choose between professional services or a DIY approach:

• Professional services, while more expensive, ensure high-quality results and save time
• For DIY approaches, basic equipment requirements include a high-quality camera or smartphone, a sturdy tripod, and wide-angle lenses
• Popular software platforms like Ricoh360 Tours offer user-friendly interfaces for creating and hosting virtual tours

Regardless of the chosen method, certain best practices can promote an effective virtual tour:

• Proper lighting: Natural light should be maximized while avoiding harsh shadows or glare.
• Intuitive journey: The tour’s flow should feel intuitive, mimicking how someone would naturally walk through the property.
• Focus on amenities: Special attention should be paid to highlighting key amenities such as hot tubs, open kitchens, spacious primary suites, and a comfortable, relaxing environment, which are features that set the property apart.

Each element works together to create a comprehensive virtual experience that can significantly impact a property’s marketability and appeal to potential guests.

Preparing the property

A critical step that cannot be missed is preparing your property before shooting a tour or photos. It is important to stage the scenes you want to shoot by setting everything up just as you want to show it. This includes anything from setting the table for a delicious imaginary meal to ensuring the couch perfectly aligns with the carpet. It helps guests understand what they can expect when visiting and gives you a good chance to show off the high standard of your property.

Another consideration is the time of day that you will be shooting; make sure there is enough light, especially when planning outdoor shots. For indoor shots, make sure your windows are open or that you provide external sources of light in order to increase the quality of your content.

Where to showcase virtual tours and photos

On Airbnb, high-quality visuals can be strategically ordered to showcase your property’s best features first, while virtual tours can be embedded via links in the property description. VRBO’s platform allows for up to 50 photos, making it possible to display every room, amenity, and unique selling point, while Booking.com prioritizes properties with comprehensive visual content in their search results.

Your own branded website can showcase virtual walk-throughs as a centerpiece, building trust with potential guests. If you do not have one, use the Guesty website builder to set one up now. Social media platforms, particularly Instagram and Pinterest, are perfect for sharing both virtual tour highlights and lifestyle-focused property images that capture the vacation experience.

Properly utilizing these visual assets enhances your email marketing campaigns. It allows potential guests to explore the property and encourages them to book your listing. 

To get started, prepare your property and stage it, hire a professional photographer, or invest in quality DIY equipment. To maximize exposure, share your virtual tours and photos across platforms like Airbnb, VRBO, and social media.

After following this guide on improving your visual content for your STR, feel free to check out Guesty to continue evolving your STR game and improving your business with the proper tools found on the Guesty marketplace. 

Don’t let your property get overlooked – upgrade your visual content today.