As a child, we went to my grandparents’ vacation home in Gatlinburg at least once a year—a tradition that’s continued on into the next generation with my own family. I need only hear the names “Gatlinburg” or “Pigeon Forge” and my mind fills with a wide variety of memories and mental pictures: the Great Smoky Mountains National Park, ski resorts, Dollywood, outlet malls, and country music.
Unfortunately, not everyone draws these parallels. Lots of people are familiar with Dollywood and the Great Smoky Mountains, but relatively few know the precise city (or even state) where these tourist draws are located. So mention Gatlinburg or Pigeon Forge to many folks and you'll be met with a blank stare and questions like “Pigeon what?” If you own a Gatlinburg, Tennessee vacation rental, that's a real problem when it comes to marketing and promoting your property. But there is a workaround to this dilemma, and it's surprisingly simple: provide local context by mentioning attractions as you promote your Pigeon Forge or Gatlinburg vacation rental home.
Is it Really Important to Promote Attractions While Marketing My Property?
Promoting Pigeon Forge and Gatlinburg attractions is very important when marketing your vacation rental, because the general public does not have a high degree of familiarity with this region.
While people across the globe associate Orlando with attractions like Walt Disney World and other Disney attractions, this strong association is quite rare when it comes to a city and specific tourist hot spots in that city. For this reason, it's not uncommon for travelers to seek out “Dollywood vacation rentals” or “Smoky Mountain rental homes” instead of “Pigeon Forge vacation rentals” or “Gatlinburg rental homes.”
Therefore, if you're promoting the location only, without mentioning tourist attractions, you could be falling woefully short of meeting your full potential when it comes to connecting with potential guests and, ultimately, maximizing the ROI on your vacation rental.
Pigeon Forge and Gatlinburg, TN are home to lots of attractions that you can promote in your marketing, including:
By mentioning one or more of these attractions in your marketing, you’ll be on your way to helping your rental property reach its full potential!
Are There Any Other Benefits to This Attractions-Centric Marketing Approach?
When you highlight the local attractions in your marketing, you’ll be targeting individuals who are searching out a rental near a specific attraction and you’ll connect more effectively with those who are seeking out a rental property in a particular city. You'll also be able to refine your marketing approach to a more precise demographic. And when it comes to marketing, the more targeted, the better your results tend to be!
For instance, if you are promoting your Gatlinburg vacation home as a property that's situated near Smoky Mountain National Park and skiing, you may target hikers, outdoorsmen, and nature enthusiasts. This marketing strategy could be even more effective if your rental property is an Appalachian log home with ATVs and other outdoor recreation items available to your guests.
Similarly, if you promote your Tennessee rental home's close proximity to Dollywood and other Pigeon Forge attractions, like the Smoky Mountain Opry and Dolly Parton's Dixie Stampede dinner theatre, you can target country music fans. This approach would be especially effective for a home with country décor.
In short, promoting the local attractions will make the perks of staying at your rental more apparent to the general public, while also increasing the property’s appeal to a very specific guest niche.
You can even take it a step further by including ski resort lift tickets or passes to Dollywood as an attractive “freebie” designed to make your rental even more appealing to potential guests. When choosing between two comparable properties, logic dictates that most guests choose the option that includes a freebie, as they feel they're getting more “bang for their buck”—even if your rental fee is slightly higher. The underlying psychology is similar to the psychology behind the shopper who spends a bit more than they originally intended in order to qualify for free shipping.
How Do I Get Started Using Attractions to Promote My Gatlinburg Vacation Rental?
To get started using attractions to make the most of your marketing and promotion efforts for your Gatlinburg property, it's important to consider your target audience and what local attractions will be most appealing to those individuals. Then, formulate advertisements and marketing copy that will showcase those attractions.
If you're working with a property management firm that handles promotion and marketing for your property, you will want to discuss this new strategy with your property manager.
If you're currently managing your Pigeon Forge or Gatlinburg area vacation home on your own, you might consider turning to an experienced property management firm. At Rented.com, we offer a one-of-a-kind guaranteed income model, so you'll start earning consistently each month, regardless of actual occupancy. And signing up today (you can try Rented.com for free) will let you find a local property manager who will help you make the most of your rental home and its surrounding attractions.
Lead image: Image: Flickr user Tyler Merbler