Things I would NEVER do on Instagram as a Rental Host

I’ve been working with Short Term Rental Hosts and property owners for the last 2 years, and I’ve learned a lot about what works and what doesn’t when it comes to marketing properties on social media. These are a few things I wouldn’t do on Instagram as a STR host, and what I *would* do instead.

1 — Post calendar screenshots on my Instagram feed. Not professional. Not helpful. Not engaging. Not pretty.

What to do instead: create branded Instagram story templates to use for sharing availability. This gets the point across without taking up prime real estate on your feed, and also allows you to include a direct booking link.

2 — Use stock images. People can spot a fake from a mile away, and dishonesty is the last thing anyone wants when choosing a vacation rental (aside from bed bugs probably…)

What to do instead: invest in a photographer and capture what it feels like to stay at your property. Using real photos of your property builds trust by showing guests what they’ll experience in your space. So, zero stock-site photos (yes, even the coffee mugs).

3 — Use a Link-In-Bio tool. These platforms (ex. Linktree) act as an information liaison, if you will, where one page holds links to different things — your website, contact information, about your rental, etc. But this just drive’s traffic to someone else’s business, when it could be driving traffic to my own.

What I’d do instead: create a links page on my own website (one that I *already* pay for, might I add) with buttons leading to other site pages that contain relevant information. Having everything on one website streamlines the process for guests to find answers. Eliminate the middle man and keep it simple.

4 — Post photos without audio. Did someone say snooze fest? Music is the easiest way to increase reach, engagement, and it adds dimension to an otherwise static post.

What to do instead: search for popular Instagram audio’s by looking for the ➚ arrow beside the track title. The Instagram algorithm favours posts using trending sounds, meaning you’re more likely see better reach on that piece of content.

5 — I would not, under ANY circumstance, post, share, or “debunk” a negative review. I’ve seen hosts post their negative reviews, bashing the guests with all sorts of accusations. Don’t be that host. I know words cut deep and it’s hard not to let your ego take a hit publicly. But at the end of the day, you’re running a business and your response to complaints matters. Keep it private, professional, polite, and offline.

What I’d do instead: share ALL the positive, glowing reviews from your guests! This might look like a written review from the host app (AirBnB, VRBO, etc.), a photo/video tag from a guest post, or notes in a guest book.