Hello again - another month, another Lay My Hat!

In this issue of Lay My Hat we're going to look at the next, vital step in the booking process-responding to an enquiry: when you know someone's interested, you have to convert them before someone else does. I'm telling you everything I know about this. I'd like to hear from you on what I've missed out.

I've had a lot of enthusiastic reactions to the idea of a discussion forum. This would allow us all to talk to each other, ask questions and share advice in 'real time'. UPDATE!  The forum has arrived - see it here.

Some of you have gone beyond ideas and told me you have rental-related services you'd like to offer your fellow owners-see the piece about it in this newsletter.

Also in this issue, the question many of you are asking-which are the best sites to advertise on? I can tell you a simple way to find out for yourself. I can also tell you which are NOT good sites to advertise on: the ones that email you offers out of the blue. I just delete these emails because any company worth its salt knows it's illegal to send them.

Well done to John and Liz for guessing where I was in the last Lay My Hat-see their 'Where am I?' at the bottom. I had no idea where this was-do you?

Paolo De Paolis
Editor, Lay My Hat
paolo@laymyhat.com

Since I wrote this newsletter, the Lay My Hat forum has been launched. It's where rental owners talk about anything to do with the business of rentals, and plenty else besides! See the forum by clicking here.

When someone emails you about your property, that is only half the dance - how you respond is crucial, because this first point of contact is your opportunity to serenade someone into feeling good about you and your home. Here's what I know on the subject:

1. React first Most people looking for accommodation will email a shortlist of candidates with an enquiry. If you are the first person to respond, you have the best chance to make the booking. So check your emails often.
2. Save time  You can use pre-written emails that cover the usual communications: first enquiry, payment enquiry, rental contract, and directions. Then you just copy and paste these into a reply and tailor them as necessary. A great time-saver.
3. Identify yourself  You're probably not the only person the enquirer has emailed so identify yourself by including their message in your reply. It's also a good idea to add the web address of your website after your sign-off-they can then click through to the site and fall for its charms again.
4. Use questions to say more  There are usually questions attached to email enquiries. When you answer these questions, try placing the enquirer in the property. If they ask about the size of the bed, tell them what a lovely view there is from the bed in the morning. If they ask about the garden, say how lovely it is to be cooking at the barbecue as the sun is setting.
5. Get them involved  Tell them a story. How you found the house, why you love it, how you renovated it, its history. Then tell them about the local area, what are your favourite places, restaurants, activities, etc. In a sense, make them fall for it like you did. Make them feel involved and it will be harder for them to say no.
6. Tell them something they don't know  It sounds contrary, but try holding something back from your ad/site, which you can reveal when they enquire. Not something big like a pool, but something like 'We have hairdryers in the bathrooms so you don't have to pack them', 'We have a library of classic films', 'Local phone calls are free'. These will not break a deal, but they may just make one, especially in a market of similar properties.
7. Already booked  If you get an enquiry for a period that is booked, suggest a week that is not booked-some people will change their dates if they really like the property.
8. Tone of voice  Tone of voice is important. Don't talk to them like a hotel does, because they don't want to book a hotel. Talk to them as if you are writing a letter to a friend. Let them get to know and trust you and they will be much more likely to book your house instead of another.
9. Call to action  At the end of your email, make sure you state what you would like to happen next, e.g. 'Please let me know if you'd like to go ahead and book'. Sometimes a little nudge is all that's needed.
10. Telephone or email?  People who switch from replying by email to telephoning say that their conversion rate improves dramatically. Your response time will be quicker and if they like you they may commit there and then. But this is not best for everyone-if you come across poorly on the phone but write well you will be better off charming your prospect by email.

Find this useful? Disagree? Tell me what you think, and send in your best tips for responding to an enquiry - email me at paolo@laymyhat.com

Owners share their trade secrets - if you find them useful, why not join in? Email to paolo@laymyhat.com

Owner's secret #1

Here's a tip which costs almost nothing and generates fantastic goodwill with guests. If there's a fridge, boiler, or whatever in the kitchen with an exposed white face, buy a box of magnetic letters from a toyshop. Spell out on the fridge "Welcome to the Anderson family" or "Welcome back, Jane and Jack", or whatever. A small personal touch which almost every guest remarks on.

And, incidentally, about 50% of guests will leave you a nice message in return when they go!

Thanks to Geraldine for this tip. You can see her rental properties here: http://www.crosswoodhill.co.uk/

Owner's secret #2

We all get enquiries for weeks that are booked, or for something we can't provide-one more bedroom, a pool, a rural setting. It's frustrating to have to say no to these.

But we probably know someone who isn't booked that week, or who has that extra requirement. So a good way of 're-investing' that enquiry is to have an informal agreement with rental owners nearby to pass on enquiries you can't satisfy. You should get roughly the same amount of referrals to your property as you give out, so no enquiry is wasted.

Do you have any good owner's tips? Let's share what we know about holiday rentals - email your tips and suggestions to paolo@laymyhat.com and we'll discuss them in future newsletters.

Where am I?

In the last issue I asked you to guess where I was standing in the pic on the left - the answer was Mullion Cove in Cornwall, UK, one of my favourite places in the world. Well done to John and Liz from Surrey, England - pictured on the right - for guessing correctly.

But where in the world are they? First correct answer wins a sensational prize - you get to set the next 'Where am I?' photo quiz. Email your answer to me at paolo@laymyhat.com

Owner-to-owner services

There is no advertising in Lay My Hat but some of you do offer relevant services that fellow owners may find genuinely useful. I am planning to include a page listing these owner-to-owner services in the next newsletter.

UPDATE!  You can now post your owner-to-owner service at the Lay My Hat forum. Click here to go there.

Coming soon...

Now we have (hopefully) converted an enquiry into a booking, the next step is how to prepare your home for your guests so that they are impressed enough to return next year. I'll be telling you everything I know about this in the next newsletter.

Also in the next Lay My Hat: more advice on getting your rental property seen on the internet, more reader's tips and owners' secrets.

Tip: If you want to pass this newsletter on to other owners, please do so, just hit your 'Forward' button and put in the address you want to send it to. You can also type a message at the top of the newsletter to explain what you are sending - this newsletter looks like a webpage but it behaves like an email.

Remember, the point of Lay My Hat is that it's an exchange of ideas and opinions for holiday rental owners, so please don't be shy in sharing yours. Here's my address: paolo@laymyhat.com