What makes you different?

If someone asks you what is different or special about yourself, a confident person will immediately be able to list off a few things, intelligent, attractive, good listener etc, but a not so confident person will struggle, not seeing the strengths in themselves.  In life to 'sell yourself' in an interview or similar situation you need to be able to identify what makes you different or strong.  What makes you different, and stand out from the crowd?

In terms of marketing your holiday home, you need to do the same.  Here in the Algarve there are literally thousands of competitors with all the same things as you, therefore you need to establish a few points about your property that make it different and focus on promoting these things that set you apart from your competitors.  These are your USP's (Unique Selling Points / propositions) and every property has them.

Your USP's could be a feature of your property or a service you provide.  Your USP's should appeal to your target market in order to make you stand out.  For instance, if you are appealing to the family market, one of your USP's could be you have a gated/fenced pool area or your outside area is fenced.  If appealing to a 'couple's market' you may highlight the proximity to bars and restaurants etc.  You dont necessarily have to have anything different or special, you just need to be able to highlight these 'selling points' to your target market.

What is niche marketing and how can it help you?

What is niche marketing and how can it help you?

Niche marketing means developing and marketing your product or service at a specific sector of the market, thereby satisfying your target markets specific customer needs.  Marketing by companies generally falls into two categories, mass marketing or niche marketing.  Mass marketing is normally used for a general everyday product and the sources of marketing are mass media such as, TV, billboards and newspapers.  With niche marketing the marketing sources are much more targetted at their specific customer base using methods such as, social media, emailing and traditional mail-outs to their client base.  Niche marketing is particularly used by smaller businesses who understand they cannot compete with the big brands or multi-nationals, but can on a smaller, specific market base.

How can niche marketing help you?

Well depending on your product and size of your company and resources, such as marketing budget, niche marketing may be a much more effective way to reach your customers.  But you need to know how to do and especially, what your customers want. 

Do you know what is your target market specifics?
Do you understand your customers needs and wants and buying behaviours?

The problem for many holiday rental home owners is that they do not understand the need for effective marketing or have the skills to do it.  They use mass marketing, such as holiday listing websites and find themselves lost amongst 1000's of other homes all the same as theirs, unable to make themselves stand out and therefore sell and improve their rentals.  Having a marketing mix and niche marketing is the way forward.  It doesnt need to take too much time, but a little effort and some information could go a long way.

If I can help you in this way, please contact me and I will be happy to help.