Hi, I'm Johan from the Horak Clan at CapeHolidays.info. We may not be the biggest Cape Town self-catering agency but our results speak for themselves.
Today I want to talk to you about Airbnb Property Management and Marketing as we experience it. Let me start by saying:
I have not come across anyone saying it as bluntly as this....
Airbnb makes money with your assets. Send Airbnb love and they will carry you to stardom! But ignore the Airbnb love and Airbnb will ignore you. Flat out. Does it not seem familiar? The more I work on loving my wife the more she loves me :)
You may be like Philippa*. Philippa thought it was easy to make money from Airbnb, but she was disappointed. I am not saying she could not succeed. She can, but she had to learn the Airbnb Love.
Did you know? Cape Town Airbnb grew by more than 163% in a year. The Airbnb space is flooded with wannabes. And you have to better than these opportunists jumping on the Airbnb waggon. If not you may just be another Philippa. Why?
Let's discuss the next major component after Airbnb marketing...
Let me tell you about Riana quickly.
I met Riana*, an advocate, by accident. She has a self-catering home in Cape Town. I searched for a place in her street and found her little mistake. She chose her address as her property name. Nothing wrong with that. But she got a bad review. And every time someone searched for her property name Riana's bad review would popup.
Let me say....
Difficult Guests And Bad Reviews Are Not The Problem!
The problem is how you manage and respond to difficult guests and bad reviews.
Use a problem as an opportunity; Riana never took responsibility for the issues at her home. And she ignored the bad review.
Rather use the incident to make people happy quickly and find ways to fix it immediately. The longer thet wait the angrier they get.
Try not to be a man of success, but rather try to be a man of value
Find the Secret Airbnb Love Formula. And fly with it. Focus on higher occupancy via positive reviews.
Tweak it. Consistently. Get More Positive Reviews. Promote it 24/7
Go to the beginning and repeat it like Thomas Edison did.
When we started with Airbnb we knew nothing about the Airbnb Love, or the tricks to ensure success. We had some ideas of what might work. But we had to find what would make Airbnb love us.......
Poor value translates into negative reviews and poor occupancy: No Airbnb Love!
High rates mean fewer guests and fewer reviews: No Airbnb Love!
Long minimum stays may result in poor occupancy and therefore fewer reviews: No Airbnb Love!
Tip: What we have noticed is that high peak time is New Year. Then second most popular is Christmas. If you do short stays your New Year will go first (90%). And then your Christmas. And some people look for three days over New Year. Or seven days taking Christmas and New Year. This is what we call stealing the cherry. Because when you have sold the peaks you have nothing left. Cape Town is so popular that you will get the deal. You will get 10 nights. If you have a prime home you will get 14 nights. If you have a prime home on the beach you will get 21 nights. Be patient.
You have heard of TripAdvisor, Booking.com, Flipkey (bought by TA), HomeAway and many more. All of these are fighting for glory. And you can ride this wave. Each one caters to different markets. Some overlap. All you want is high occupancy with great guests paying you fair money.
Diversity is the name of the game. Go where the guests are and take responsibility for your destination. Doing Airbnb is great but is it NOT irresponsible if it's your
I have always been interested in online marketing. I started in 1996 promoting our lovely holiday home in Cape Town. Many ideas failed but I watched, learned and adopted. Today we market more than 1000 homes.
Looking at what the big guys do I decided to advertise using Google Adwords. Quickly I realised that Google charges as much as R85 per click. You can quickly spend a lot of money before you get one reservation. And Google does not care if I succeed. Bad news. But there is a better way...
Most self catering owners' websites depend on people using Google search. But Google doesn't like it when people click on links where Google doesn't make money. Google is greedy. We made him fat. And he wants more. Today Google has removed all free links from the first search window. All you see are paid adverts. This means that the small guy is out of the search engine game. Pay or change the way you do business online. Even having a Facebook page is dead if you are not willing to pay Facebook.
Let's look at one example of what I mean....
Search for "camps bay
Why am I sharing this with you?
The first reason is you don't have to directly
The second issue is related to having all your eggs in the Airbnb basket:
Everyone one in the world, looking for
If it's your objective to play around and make a few nice bucks then stick your eggs in the Airbnb basket. But if your objective is to maximise your self-catering income then placing it in one basket is not the brightest idea.
But there is a hassle free solution for busy owners....
You can make money marketing on Airbnb the DIY way. But then you would not be reading this. The Horak Clan designed a property management and marketing service over 6 years for the dedicated but busy
Translating this: Given the opportunity, the Horak Clan will maximise your income to higher levels than most good owners will on their own. Added to that is our ability to manage your Cape Town property as though it's our own.
But this needs qualification:
We work with homeowners who qualify and homes that
When you opt for the Horak Clan's property management and marketing you get a family who
Three Hassle FREE Pillars Of The Horak Clan's Property Management And Marketing
“As you know WE put the new house on Airbnb but I must say I have been a bit disappointed.
Would you be interested in representing the house... for us? We would like to get some holiday lets going this year."
“The Horak Clan (Cape Holidays) has been acting as agent on behalf of Welgelee Luxury Self Catering for the last year. It has been a great success. They [are]... constantly cheerful and light-hearted and simultaneously ruthlessly efficient and reliable. I have only the highest praise for them and the ethical and straightforward way in which they conduct business..”
“The communication with Nandi Horak was super good. They don't own the place as I understand, they are just running the business and they are quite good at it, I can say.
You are fully protected by our 100% Satisfaction-Guarantee. If you are not happy with our services at any time just send us a note and let's say goodbye. No strings, no fine print. As long as you honour all future bookings we already made. Can it be more simple? While we deliver results why would you cancel?
“Thank you Cape Holidays for being so passionate about what you do - I sleep peacefully at night trusting that you guys take care of everything!I honor your commitment to this industry, thank you xxx”
“It's great knowing that everything's under control when I am out of the country and would otherwise be stressed about managing things back home. And I know if push came to shove you would make a plan to sort it out. Very happy!
Elmarie Horak started CapeHolidays.info in 2009. I was selling my marketing services. And Nandi, our daughter, studied drama at UCT at the time. Never did we realise how this clan would need to get involved.
I started applying my marketing skills on CapeHolidays.info. Nandi had no choice but to join the Clan. Elmarie checks the money and runs the management team in the south. Nandi does everything plus the management team in Cape Town. Today the Horak Clan runs Capeholidays.info super efficiently and extremely responsively. We take full responsibility and expect commitment from owners and guests. We like fun and we find ways to enjoy life. But guests and owners always come first.
You get two kinds of owners; one looks at
We will market your home with love and care; sharing it on as many as 20 international websites at 20% commission to us. This includes setting competitive rates, getting high occupancy, & maximising income, while ensuring positive reviews and a highly responsive and responsible Horak Clan.
Our objective is to find ways to minimize management cost to zero. We are not interested in making money from management. We provide the service exclusively to homes we market. Any costs are based on incidents. This is why maintenance free homes are ideal.
I see other Cape Town Airbnb property management companies charge as much as 18% for the management function alone. Others charge per incident. Both make money from managing Cape Town short term rentals. Therefore, they have no incentive to reduce costs. We don't like costs. We cut costs and find ways to be more efficient and effective. We make our money because we know
I know you dread making mistakes and wasting your time on something that turns out to be rubbish. I have been there. But let me tell you these are early days and we need to qualify you and your home. But let's assume we agree to work together and.....
You don't like us then let's shake hands and say goodbye. As easy as that. No grudges, no legal fine prints. As long as you cover any costs we incur and honor all future bookings you can say goodbye on the spot.
You will not be the first or last owner we decide to walk away from. We expect you to invest in your home and keep it immaculate. If you mistrust guests in general and if you don't take responsibility you'll get the boot. You also need to trust us and allow us to stick to the rules that we agreed on together.
You have a few options to
Hi Nandi, Firstly, I would just like to thank you for all you emails, quick
*Riana and *Philippa are real people but I have changed their names