If you are using a Customer Relationship Managent (CRM) system there are many things you can do to make the most of the time and energy you put into it. CRM is becoming more and more popular in today’s business. No longer is the client simply looking for the absolute lowest price, they are now considering much more when looking into making a purchase. So what can your company do to gain these clients? The answer is simple if you read below
1) Learn about your contacts-
Knowing your prospects and their needs and wants allows you to tailor your marketing to appeal to broader markets. When a prospect calls, the small talk that used to be overlooked is now utterly important. Small things like whether the prospect is a dog owner, loves fishing, or is loyal to a college sport team can give prospects a reason to book with one company as opposed to another.
2) Record the information-
Be sure to record these details about prospects, knowledge is power. Without a CRM system this will be harder to do but don't lose faith.
3) Apply this Information to your Marketing
Here is where we can start to get very detailed but I will try to save that for another blog. Taking the information you have and using it appropriately is where you will see the largest gains. It could be something as simple as having a dog in your next flyer that goes out to recorded dog owners. There are also more in-depth campaigns, such as marketing a shoulder season activity to those who have expressed interest. All of these are intended to drive a connection with your clients, create a relationship that keeps them coming back.
Staying stagnant is a dangerous peril in business. With all of this information it is easy to feel accomplished. However, on average, 20% of your database will become irrelevant every year. Imagine sending out a flyer for a bachelor group 3 years in a row to the same clients. One year this may hit the mark, the next that same person may be married, another year may yield a child. It is important to constantly be mindful of your client. This will not only make it easier to market, but also easier to maintain a relationship if you are actually trying to do so.
I will follow this up with another blog shortly but the real lesson here is to tap into your current vacation rental client base. CRM is a widely accepted tool and can make a difference in your day to day life. Building the relationship with clients is more important than ever and if your rental management system does not offer tools to help with this then you need to find a way to make it happen. The information that can help your business is already right in front of you, stop letting it get away.