The top-performing vacation rentals in Sonoma County don’t succeed by accident. They stand out because they’re marketed with care, creativity, and a thoughtful, multifaceted strategy that showcases not just a home, but the feeling of staying there. Let’s break down what that entails.
It All Starts With Listing Optimization
Great property managers know that every detail of the listing matters—from the photography to the description. It’s not enough to show the square footage or the furniture; the goal is to capture the emotion of the place. That means highlighting not only the interiors and exteriors, but also the setting—think sweeping vineyard views, peaceful gardens, or that perfect firepit for late-night conversations under the stars.
Too many listings feel like stale real estate ads. The best ones tell a story. Photos should evoke a sense of arrival and relaxation—a cozy blanket draped on the couch, a half-full wine glass by the hot tub, a picnic basket ready for the Russian River. These are lifestyle photos, and they’re worth every penny. Even the listing copy matters more than most people think. Many guests read it closely. It should paint a vivid, sensory picture of what it’s like to unwind there for a weekend—or longer.
Pro tip: You’re not limited to showcasing just the property. Include photos of the amazing restaurant, winery, or hiking trail nearby. This shows potential guests that your home is more than just a place to sleep—it’s a whole experience with a built-in itinerary.
Smart Managers Go Beyond the OTAs
Top managers don’t stop at Airbnb or Vrbo. Social media is a key piece of the puzzle—especially platforms like Instagram and TikTok. The best managers maintain active accounts, post stunning visuals and short-form videos, and partner with travel influencers who stay at the property and share their experience with tens or hundreds of thousands of followers. These partnerships build trust, create buzz, and drive direct bookings.
But visibility alone isn’t enough. You have to build a relationship with potential and past guests. While Airbnb still accounts for roughly 80% of bookings, the savviest operators invest in a repeat booking strategy that reduces dependency on Airbnb alone. Think of it as a sequenced approach: Airbnb as your source of first-time-guests that you convert into future direct booking guests. This starts with collecting guest emails (with permission) and sending thoughtful, seasonal newsletters—not spam. Great newsletters add genuine value: insider tips about local events, new winery openings, seasonal happenings, or exclusive promos that reward loyal guests. Social media followers should get the chance to sign up too—keeping them in the loop for special offers.
What makes this approach even more powerful is that these newsletters turn your past guests into evangelists for your property. When their friends or family ask about their dreamy wine country getaway, they have all the details at their fingertips to pass along.
Don’t Overlook SMS and SEO
Many successful operators also use SMS marketing. Well-crafted text messages have sky-high open rates and are perfect for sharing last-minute openings or time-sensitive deals that help fill unexpected calendar gaps.
And all this effort—great photos, strong listing copy, influencer partnerships, email and SMS marketing—has another benefit: better organic discoverability. The goal is to make it easy for guests to find your property through Google searches, not just booking platforms.
Operational Excellence Still Matters
Of course, none of this works without great operational performance. Guest communication, spotless cleaning, and well-maintained amenities drive five-star reviews, which push listings higher in Airbnb and Vrbo search results. But it’s not just about the rating—the number of reviews matters too. Top managers engage guests throughout their stay and always leave them a positive review first, tapping into the simple power of reciprocity to encourage guests to do the same.
Paid Ads Keep the Calendar Full
Finally, the most sophisticated managers know that organic reach can only take you so far. That’s why they often run paid digital ads, especially on Facebook and Instagram. These targeted campaigns boost visibility, reach the right audience, and help keep the booking calendar full during slower seasons.
So while it might seem like Airbnb and Vrbo do most of the heavy lifting, the reality is that the best-performing vacation rentals thrive because of a layered, proactive marketing strategy that doesn’t just capture demand — it creates it.
At Vinifera Homes, we know today’s vacation rental market is more competitive than ever. That’s why we put every one of these strategies to work for our clients, helping them maximize performance and stand out in the Wine Country. Our playbook comes from years spent in luxury hospitality and managing our own high-end rentals—and, honestly, from our obsession with staying ahead of the curve. We love testing fresh ideas and new tactics that keep our properties one step ahead. We’re a bit nerdy about it—and we’re proud of that.
Written by Anish Patel, Head of Owner Relations at Vinifera Homes (anish@viniferahomes.com)
