3 min read

The Top 5 Social Media Strategies for VRMs

Picture of BookingsCloud BookingsCloud Jul 2, 2025 1:35:12 PM

Social Media Vacation Rental Management

Table of Contents

Establish A Presence On Social Media

Share High-Quality Visual Content

Post Consistently

Engage With Your Audience

Grow With Paid Social

Why It All Matters

In today’s world, if you're not online, you're invisible. Social media is one of the most effective tools vacation rental businesses can use to build trust, drive direct bookings, and stay top of mind with both past and potential guests.

Platforms like Instagram, Facebook, X, and TikTok allow you to showcase your properties, tell your brand story, and engage directly with your audience. And the best part? You don’t need a marketing degree to get started. Below are five straightforward social media strategies that can help you build a stronger online presence and grow your rental business.

1. Establish A Presence on Social Media

The first step in any successful social media strategy is simply showing up. That means actively using business profiles on key platforms like Instagram, Facebook, TikTok, and X. Even if you only post twice per week, a visible, professional-looking profile gives customers confidence that you're a real, active company that they can trust.

At minimum, your pages should include your logo, a link to your booking website, and a few strong photos of your properties. Social proof matters: if people can’t find you on social media, they’ll assume you’re either out of business or not trustworthy.

2. Share High-Quality Visual Content

Your properties are your product, so show them off in their best light. That starts with professional photography both the inside and outside of your rentals. Don’t stop there: short videos of the views, amenities, and local attractions (like nearby beaches, parks, or restaurants) perform especially well on Instagram Reels and TikTok.

Bonus points if you also have a professionally made website that you can link to from your posts. Good content doesn’t only attract likes; it builds trust and increases the chance of direct bookings from people who might otherwise browse on Airbnb or VRBO.

3. Post Consistently

The goal here isn’t to flood your followers' feeds; it's to stay top of mind. Posting 2-4 times per week is a healthy pace for most businesses. Rotate between types of posts: a sunset photo one day, a customer review the next, maybe a behind-the-scenes video later in the week.

The important thing is consistency. Inconsistent posting makes your business look inactive. Consistent posting, on the other hand, reinforces that you're a responsive, well-managed brand with something valuable to offer.

4. Engage With Your Audience

Responding to comments, answering DMs, and sharing photos that past guests tag you in are all great ways to build a loyal customer base. When you engage, you create a two-way relationship that helps turn first-time guests into repeat visitors.

Encourage past guests to share photos and reviews on social media. Then repost them (with permission). This kind of user-generated content is trusted more than professional ads, and it reinforces your credibility for anyone considering a stay.

5. Grow With Paid Social

Organic content is a great place to start, but it only gets you so far. If you’re serious about scaling your business and reaching people outside your existing network, it’s time to invest in paid social media advertising.

Companies like BookingsCloud specialize in helping vacation rental managers like you target the right guests with ads that convert. Instead of wasting money on boosted posts or untargeted ads, BookingsCloud pulls data directly from your property management software to run campaigns that hit the right people at the right time. It's smarter, more affordable, and much more effective than traditional pay-per-click options.

	Paid Social	Boosted Posts
Best For	Driving direct bookings through highly targeted, data-driven campaigns.	Amplifying content to an existing audience and increasing engagement.
How It Works	Uses real-time PMS data and machine learning to automate and optimize ad campaigns toward high-converting audiences.	Simple manual process to promote an existing post to a broader audience.
Targeting	Advanced targeting based on feeder markets, guest behaviors, and booking likelihood.	Limited targeting options, often based on basic demographics or followers.
Automation	Campaigns update dynamically with performance data, minimizing manual input	No automation; requires hands-on adjustment and oversight.
Cost-Efficiency	More cost-effective long-term by targeting users likely to book directly.	Can be cost-effective short-term but limited in reach and conversion potential.

Why It All Matters

Social media is one of the most powerful vacation rental marketing tools available. Professionally shot content, a modern website, and active social profiles all increase guest trust and drive more direct bookings. Done right, social media doesn’t just promote your properties, it protects your business from the ever-growing costs of OTAs.

And when you're ready to take things to the next level, BookingsCloud can help you move from having a social presence to finding qualified customers looking to travel. Our automated paid social campaigns and data-driven strategies are built specifically for professional vacation rental managers who want to grow.

To learn more about how BookingsCloud puts your advertisements in front of the right eyes at the right time, schedule a demo today.