The Found Gen

Marketing That Works.

Strategy

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How to Really Market Your AirBnB Property

AirBnB has quickly ascended to one of the leading home-sharing platforms in the world, and with that success comes stiff competition. If you plan to post a property on the platform, “just listing it” isn’t going to be enough to get booked.

If you want to stand out, get noticed and stay booked, you need to market your Airbnb like it’s your side hustle’s full-time job. Here’s how to do it:

  • Invest in professional photography – First impressions are everything, even on the internet – or perhaps especially on the internet. Your photos have to sell your property, and as good as your iPhone is, it’s no substitute for a professional photographer who knows about lighting, angles and all the things that bring a space to life. But, before the photographer arrives, make sure to set the stage. Even small investments in decor can elevate and sell a place.
  • Write a listing that doesn’t read like a boring hotel brochure – After swiping through your pics, the next most important section readers will home in on is your description. People will spend time reading this. Make them laugh, make them smile, give nothing but good vibes. Your copy should ooze with personality. This is your chance to be honest but clever. It’s also where you can anticipate and answer guest questions. Include info about things like parking, Wi-Fi, stairs, pets and nearby hotspots. People appreciate it when they don’t have to go digging for answers. 
  • Do your own marketing – Just because you list your property on AirBnB’s site doesn’t mean you can’t also market it separately. Create a simple landing page or website with details, photos and a link to book. This gives you more freedom to optimize your site with local keywords and help you get found on more sites. The same strategy applies to social media. For example, take control of your visibility by creating an Instagram account for your property with your own hashtag.
  • Rack up reviews (and respond to them) – Social proof sells, and reviews are your goldmine. Deliver 5-star service and politely ask guests to leave reviews. By responding to every review, good or bad, with gratitude and professionalism, you can show you care about going the extra mile for your guests.

Sell Your Space and an Experience

Travelers book AirBnB properties for a variety of reasons, but many are doing so because they want more than just a roof over their heads. They want a vibe, a story, a shareable moment. The better you are at communicating that – visually, verbally and emotionally – the more your Airbnb will stand out in the sea of competition.

If you need help crafting the right message, building a brand for your property or creating a marketing plan that drives more bookings for your AirBnB listing, we’re here to help. Give us a call at The Found Gen to get started.

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What Every Property Management Firm Should Be Doing for Marketing

Successful property management companies always have their customer’s best interests in mind. They balance superior service to tenants while ensuring that the goals of their property owners are also being met. This is a lot all on its own, but the truth is, even if you’re delivering top-tier service, none of it matters if no one knows you exist.

That’s where marketing comes in. To grow your business, attract better clients and stay competitive in today’s fast-moving real estate landscape, your property management firm needs to have a solid marketing foundation. Here’s what should be on your to-do list.

  • Build a brand that speaks to trust and expertise – You’re not just managing buildings, you’re also managing people’s investments and homes. That takes a lot of trust. Your branding should reflect your professionalism, experience and reliability.
  • Develop a website that works for you – Your website needs to look good, generate leads, offer resources and make your value clear in less than 10 seconds. For easy navigation, it can also be helpful to have dedicated sections for property owners, tenants and prospective renters.
  • Boost SEO to get found by the right clients – Search engine optimization (SEO) is essential to marketing and growing your property management company. If your ideal clients are typing “property manager near me” into Google and you’re not showing up, you’re invisible. Some easy things to do include optimizing your site with local keywords (e.g., “Miami property management firm”), claiming and updating your Google Business Profile, and starting a blog.
  • Start a newsletter – You already know how important communication is in property management. Extend that same approach to your marketing. Monthly newsletters with market updates, investment tips, promotions or maintenance reminders help you stay top of mind and relevant. 
  • Stay active on social media – You don’t need to go viral, but you do need to show up. Post on your social media platforms regularly with a mix of property listings, maintenance tips, community engagement and other content relevant to your readers and industry.

Market Like You Manage – With Intention and Strategy

Marketing your property management firm takes effort, but with the right strategy, you can build a sustainable marketing foundation that will help you boost visibility, attract higher-quality clients and position your firm as the go-to expert in your region.

If you need help building a marketing strategy that works as hard as you do, contact our team at The Found Gen today.

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3 Things Every Hotel Should Be Doing to Market Their Property

Hotels are ubiquitous. No matter where you are going from small town to big city to even a remote jungle, you have options…endless options. While some customers filter by price or location or the number of stars reviewers give, they all must whittle down their options and ultimately make a choice about which hotel property to book. Good marketing can make this choice easier. It could even eliminate the decision altogether. 

To guide customers to your hotel property, here are three marketing strategies you need to implement today:

  • Build an SEO-optimized website – Your hotel’s website should do more than look pretty, it has to work hard. That means showing up in search results when travelers are Googling phrases like “best boutique hotels in [your city]” or “hotels near [local attraction].”

How do you do this? By consistently posting fresh, keyword-rich blog content that highlights things like local events, travel guides, unique amenities or behind-the-scenes hotel stories. Pair that with intuitive navigation, strong technical SEO and irresistible photos, and you’re halfway to converting curious browsers into loyal guests.

  • Stay social – Hotels have the perfect playground for social media: stunning visuals, guest testimonials, seasonal décor, spa days, room tours and food that begs to be photographed. But it’s not just about the photo that makes marketing effective, it’s about telling a story. Use your social platforms to highlight the experience your hotel offers, and you will build instant connection with your audience.
  • Nurture relationships through email marketing – Don’t underestimate the power of an inbox. Email marketing allows you to keep past guests engaged, encourage repeat bookings and promote exclusive offers. But the key to success is a tight email list. You want to make sure the right message is resonating with the right audience. When you do, not only will you benefit from repeat bookings, but you’ll likely also get referrals and grow your list through word of mouth.

Need Help with Your Marketing Strategy? Call us at The Found Gen.

Marketing a hotel, especially a niche or boutique property, means going beyond glossy photos and seasonal sales. You have to see and be seen by the people who matter most to your business. The right messaging in the right place at the right time will do this for you. We can help. 

Contact us today to see how we can help you, just like we’ve helped hotels like Kamalame Cay and Kanopi House double their bookings and solidify their reputation in the travel industry.

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How to Create SEO-Friendly Blog Posts for Your Business Website

The interweb is flooded with content (and that’s not an exaggeration). Finding a way to float to the surface and not get washed out to sea is a monumental task, but the best way to succeed is by way of your blog. 

Your blog is a powerful marketing tool—and a low-cost one at that! When done well, a successful blogging strategy improves your ranking on search engines like Google, and higher rankings mean more eyes on your site. More eyes often mean more conversions. 

But writing blog posts that attract readers and rank well on search engines requires more than just keyword stuffing for SEO purposes—it’s about creating valuable and engaging content that aligns with what your audience is searching for. Here’s where to start.

Define Your Keywords

Ok, ok, we know we just said blogging is not about keyword stuffing, but truth be told, you do need to include them…strategically. Unfortunately, we’re writing for both humans and bots, and your content must appease both. 

SEO begins with understanding what your audience is searching for. There are several online tools to help you identify keywords that are relevant to your business and frequently searched. When writing your blog post, aim to organically include a combination of these relevant short- and long-tail keywords. 

Write for Humans, Optimize for Search Engines

Your primary goal is to provide value to your readers. It can be easy to forget who’s on the other end of your post when sitting at your desk, but this is rule number one for creating captivating content. Your blog needs to meet a need – maybe it’s answering a specific question, offering new information, sharing tips, or just generally being useful. Don’t lose sight of who you are writing to when sitting down to draft a post.

That said, once you’ve written the content, go back and fine-tune it for SEO by incorporating your keywords naturally throughout the post (if you didn’t already do that while writing). On the technical side of SEO, ensure all behind-the-scenes tags and meta descriptions are complete. Search engines (and readers) also love a well-structured post so use headers, bullet points and links to guide readers and break up content.

Consider Length 

We’re often asked if there’s a perfect length for a blog post. In times like these, we can’t help but harken back to our high school English class days when our teachers would remind us that it’s not about word count but about answering the question effectively. Can you write a very good blog post in fewer than 300 words? Yes. Can you write a very good blog post in more than 1,000 words? Yes. 

The point is: take as long as you need to write the best post possible to achieve your objective (though 300-500 words will usually do). You’ll start to lose readers if the post gets too long just for the sake of word count. Side note: it can, however, be useful to sprinkle in an occasional longer post here and there to help the internet bots as they index your site. Google does love itself a good long-form post with lots of backlinks that demonstrate your credibility and know-how.

End With a Call to Action (CTA) 

Lastly, you want to end your blog post by telling your readers where to turn next. Maybe it’s another blog post with more information about the same topic or an ask for them to subscribe to your newsletter. Whatever it is, make sure it’s relevant to the content of your current post and continues to guide them to the next step. When you guide them far enough, they might just end up a customer!

Need help with your blogging strategy? Give us a call at The Found Gen to schedule a consultation.

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How to Use Photography and Visuals to Illustrate Corporate Sustainability Efforts

Corporate sustainability reports have evolved into one of the most impactful branding assets for marketers. As stakeholders increasingly scrutinize how companies invest in environmental, social and governance (ESG) initiatives, these reports offer a powerful platform to share your story, earn trust and strengthen relationships with both consumers and investors.

When done well, visual storytelling can bring your ESG initiatives to life in a way that data and text alone never could. Here are some ways to use photography and other visuals to communicate your corporate sustainability efforts authentically and effectively—and help you shape the future of sustainability report design in your industry.

Show, Don’t Just Tell

Sustainability efforts often involve more abstract concepts like carbon offsets, ethical sourcing and community impact. Using photography and other visual elements to demonstrate such impact can give these ideas real-world grounding. For example, instead of writing a paragraph about your recycled packaging process, show it. Instead of describing your volunteer day, include candid images of employees in action.

Leverage Infographics for Data-Heavy Content

Turning sustainability metrics (e.g., energy savings, water usage, waste diversion rates, etc.) into clear and compelling visuals with infographics and charts can help stakeholders quickly grasp the scale and significance of your work without getting lost in the details. For the best design, keep charts simple and clean, use brand colors for consistency and pair each graphic with a brief caption or insight to add context.

Use Before-and-After Shots for Impact

If your company has undergone a sustainability transformation, before-and-after visuals can show your progress more powerfully than words. Be sure to also include text-based descriptions or tags for every graphic, chart or photo you use in the report to ensure optimal AI and human readability.

Make It Personal

Sustainability is a human initiative, and your story should also be humanized. Photos and visual elements that connect employees, community members or customers to the impacts of your ESG initiatives is an authentic way to create emotional connection and boost credibility.

Don’t Overlook the Role of Design in Sustainability Reports

In competitive markets, showcasing ESG efforts can set a brand apart as innovative, responsible and forward-thinking. For marketers, the design of a sustainability report is just as critical as its content.

Professional designers and marketing agencies that specialize in sustainability report design understand how to blend data, visuals and storytelling to create a report that resonates with your stakeholders. By outsourcing these efforts, not only are you tapping into experienced professionals who can create a customized report that reflects your company’s unique identity and priorities, but they can also save you time. Outsourcing ESG design lets your internal team focus on strategy and execution while experts handle the heavy lifting.

If you’re ready to elevate your sustainability report design and turn your ESG initiatives into compelling narratives that resonate with readers, call us at The Found Gen today. We’ve partnered with globally ranked corporations to transform their sustainability reports into effective marketing tools and are ready to help you with yours.

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How to Measure Your SEO Success: Signs Your Marketing is Driving Organic Growth

A good SEO (a.k.a. search engine optimization) is a long game marketing strategy, yet even if we know this deep down in our core, it’s hard not to get impatient and want our results now!

Fortunately, good things come to those who wait (and the good keeps getting better the longer you wait) because when the pieces of your SEO efforts fall into place, the momentum builds exponentially. 

Still, when you’re investing time, money and resources into an SEO strategy, it’s fair to ask: “Is this actually working?” and you want to ask this question before you are years down a content roadmap. The good news is that yes, there are clear and tangible ways to measure SEO performance in the near-term and assess whether your marketing efforts are paying off. Here are three things to look for.

Are You Climbing the Search Ladder?

One of the first and most obvious ways to gauge SEO success is by tracking your search rankings. These are the long-tail search terms or topics you’ve strategically targeted in your content and on your website. 

You can measure SEO success by monitoring your keywords for consistent upward mobility on search engine results pages (SERP). Ideally, you should see your content and web pages gradually moving toward a top 10 position, which means you’ve landed on the coveted Page One). Various data analytics tools can also help you track and evaluate which pages on your site are pulling the most search visibility.

Are People Actually Finding You?

As you know, it’s awfully hard for people to find you if you’re not on or near page one of a search result. So, improving your SERP ranking is imperative to improving organic traffic. Organic growth happens when people find your site through a search engine, not an ad, and this takes patience to achieve. 

Monitor your month-over-month and year-over-year growth and look for gradual increases in SERP and organic traffic growth. Also important is to ensure the visitors who do land on your site organically are staying put, maybe even clicking through to a few other pages. 

Are Other Sites Vouching for You?

Lastly, another way to gauge marketing success is to look for backlinks. Backlinks are links from other reputable websites that point to your content, and they are a major signal of authority in the eyes of search engines like Google. The more credible sites you have linking to your content, the better your chances are of climbing the rankings.

Ready to Climb? Call us at The Found Gen.

If you need help assessing your website’s performance or improving metrics in any of these areas, call us at The Found Gen today. We’re here to make your website work better for your growing business.