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The Value Of A Newsletter In Hard Times

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You know you are doing something right when 11 of the next 13 days booked are from past guests who read your newsletter.

That was the case last week when many short term rentals in Victoria Australia are struggling with bookings due to a combination of short-term shock from bushfires and cessation of Chinese visitors after the coronavirus problems.
Four of five bookings for my Sea Zen rental were from past guests who read my newsletter, but I have to work at it.

Fine tune
I find it’s a good thing to ask guests about the newsletter, to check you’re getting the content right. I asked a guest who had just booked how he finds it. Is monthly too often?

He was enthusiastic, “No we always love reading it, we really liked the series you did on the local animals, that’s why we’ve come, and we are keen to try the new walk that you mentioned in a previous newsletter.”

2022 vacation rental conference

A newsletter really works and provided you make content interesting, monthly is not too frequent.

Be different
Last month I tried something different.
I organised a flash mob event at the local cafe. A local celebrity stood up and started singing.  By arrangement a few locals joined in and in minutes the cafe was rocking.
I captured it all and put it up on a YouTube video that got 7000 views within a week.

Of course I featured it in last month’s newsletter with 12% of the readers clicking the video. You can see it here.

Repurposing newsletters for SEO
I usually put these newsletter stories on my website, so it provides rich material for Google.
You can read the stories on the website here.

Be a fly on the wall
If you aren’t too sure about how this works, the kinds of things to talk about, and how to make bookings easy, you can become a reader of my Seazen newsletter.  Sign up free here, and you can unsubscribe at at any time.

Start your own newsletter
Find out how by reading the three Chapters on newsletters in my book Vacation Rental Mastery.  You can buy a copy on Amazon here.  These three chapters explain the free platform to use, typical stories and layout, and a list of 20 topics.

It’s never too late to start your newsletter.

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My name is Rex Brown. I live in Australia, on the Great Ocean Road in Victoria. I run two of my holiday rentals here on the coast, and another in inner Melbourne . They are all quite different, but they all run at high occupancy. They are the sandpit that I play in, running constant experiments about what works and what doesn’t.

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Table of Contents

Dear Short-Term Rental Industry Member, Join Our Scalers Network

Our Mission

We bring together short-term rental industry members to create valuable business and personal relationships. With the support of vetted peers, you can deliver on your next individual project goals faster, work in private groups to share doubts and successes, and become a new voice that shapes the conversation about our industry.

Whether you are a property manager, an owner, an industry vendor, a listing site operator, an investor, or a consultant, you can become a member of our Rental Scale-Up family.  As property managers and industry vendors may not have the same needs, some of our activities work by affinity groups. For instance, we have one version of the mastermind group sessions reserved for property managers and owners, and another one for vendors and listing sites. This way, you get feedback from peers who understand your pains and can get you faster to getting results.

1. Action, Transformation & Results

  • Mastermind Group for Property Managers & Owners: A mastermind group is a group of peers who meet to give each other advice and support. Facilitated by Rental Scale-Up. One session every 2 weeks with your group for a least 3 months.
  • Ask a Property Manager: Hosts, owners and property managers benefit from the experience of a successful property manager. (1 per month)
  • Groupwork: Report of the month co-creationA group of Scalers volunteer to write a report on the topic of the month. The result is published on RentalScaleUp.com, with full credits to each participants. (1 per month)
  • Mastermind Group for Industry Vendors & Listing Site Operators: A mastermind group is a group of peers who meet to give each other advice and support. Facilitated by Rental Scale-Up. One session every 2 weeks with your group for a least 3 months.
  • Ask an Expert Anything (for vendors and listing sites): An outside expert (e.g. a copywriter) shares their experience on a topic in an Ask Me Anything (1 per month)

2. News & Live Discussions

  • Investment & Deals  Discussion: Thibault and an M&A specialist/VC go over recent deals, M&A, investment rounds. Live, monthly.
  • Curated news: Save time. We read the news for you, curate the articles, and add our exclusive comments (weekly, in the Network Newsletter)
  • US Trends & Data Discussion: We analyze AirDNA’s latest report on US trends and zoom in on key markets (e.g. urban vs vacation rental markets).  Network members share what they see in the markets. Live, monthly.
  • Monthly Live online conference: Every month, our Network deep dives into a topic that is crucial to the short-term rental industry. 3 experts share their insights, best practices and answer your questions live.
  • European Trends & Data Discussion: We analyze AirDNA’s latest report on European trends and zoom in on key markets (e.g. UK, France, Italy, Spain).  Network members share what they see in the markets. Live, monthly.
  • Weekly Teardown with Thibault: Rental Scale-Up founder tears down one business news, every week, live.  Networker members share their views. No filter.

3. Facilitated Networking

  • Networking Booster: Meet new business partners and improve your networking game at an online event. Our team facilitates the event to make it easy for you to connect with your peers. (monthly)
  • Business Profile: Each new Scaler gets their profile featured in a dedicated article on RentalScaleUp.com. Get more visibility and authority.
  • In-Person Meetups: We meet in real life, either during a large vacation rental conference or in a city of our choice (quarterly)
  • Job Offers: Network members can not only see job offers but also post theirs. If desired, job offers can be extended to all Rental Scale-Up readers (free and paid).

4. Deals on industry software and products

  • Get Discounts: Enjoy exclusive deals brought to you by fellow Network members. Only in our Deals section. Monthly.
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Scalers comes in 3 levels:

  • Scalers Insights, the limited, content-only version of the network. Great those who just want to get the insights but have less time for business transformation.
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