Short-Term Rental Marketing Tactics for Hosts in Florida: Here's how to Stand Out in a Competitive Market

Florida is one of the hottest short-term rental markets in the U.S., from bustling hubs like Miami, Orlando, and Tampa Bay, to beach destinations like Destin, Sarasota, and Fort Lauderdale. But with popularity comes competition. To stand out and drive more direct bookings, Florida hosts need more than just a beautiful listing, they need a solid marketing game plan.

Here are some of the most effective short-term rental marketing tactics you can use to boost visibility, grow trust, and increase occupancy.

Optimize Your Google Business Profile for Local Discovery

Did you know that 93% of consumers use Google to find local businesses? Your Google Business Profile (GBP) is often the first thing potential guests see when they search for accommodations in your area.

Make sure your profile is:

📍 Fully updated with business name, location, website, and contact info

⭐ Filled with positive guest reviews (and responses!)

📸 Loaded with high-quality, inviting photos of your property

🏷️ Descriptive with keywords like “pet-friendly vacation rental in Destin” or “Miami beachfront Airbnb”

When optimized correctly, your GBP helps you rank higher in search, appear in Google Maps, and stand out from competitors.

Build a Direct Booking Website

Relying entirely on Airbnb or Vrbo may cost you up to 15% per booking in platform fees. That’s why many successful Florida hosts invest in custom direct booking websites—which not only help you save on fees, but also give you full control over branding, SEO, and guest experience.

Your direct booking site should include:

1. A mobile-friendly, fast design

2. Real-time calendar integration (e.g., with OwnerRez or Hospitable)

3. Eye-catching visuals and property descriptions

4. Easy-to-use booking forms and secure payment gateways

5. Email list opt-in or a pop-up to grow your audience

We design and manage direct booking websites built to convert and optimized for search and performance.

Use Social Media to Build a Local Presence

Instagram, Facebook, and TikTok aren’t just for pretty photos, they’re lead generation tools when used properly.

In Florida’s crowded vacation rental market, social media can:

• Showcase your property with Reels, Stories, and posts

• Highlight local attractions and events (especially seasonal content!)

• Run giveaways to grow your audience

• Share behind-the-scenes content that builds trust

• Create ads targeted to travelers in specific feeder markets like NYC or Atlanta

Use geo-tags, travel-related hashtags (#visitmiami, #floridagetaway), and collaborate with local influencers when possible.

Leverage Email Marketing for Repeat Guests

Email is still one of the highest-ROI marketing tools out there.

Use email to:

• Re-engage past guests with seasonal discounts or return-stay offers

• Send helpful local guides before check-in (great for SEO and trust)

• Promote last-minute availability

• Highlight new property upgrades, hot tubs, game rooms, etc.

If you're not collecting guest emails, you're leaving future direct bookings on the table.

Tap Into Facebook Groups & Local Networks

Florida has hundreds of Facebook groups dedicated to travel, real estate, relocation, and family vacations. Hosts who actively share listings or participate in discussions (not spam!) often find free visibility and direct traffic.

You can also:

• Promote “off-platform” deals in travel-focused groups

• Share blog posts, events, or insider tips to position yourself as a local expert

• Create your own branded Facebook Group for returning guests

Partner with Local Businesses for Cross-Promotion

Guests often ask: Where should we eat? What can we do nearby?

Why not turn that curiosity into a mutual marketing advantage?

Cross-promoting with local businesses helps you:

• Offer exclusive discounts to your guests from coffee shops, kayak rentals, or local tour companies

• Get listed in local brochures, websites, or social media posts

• Build local backlinks that improve your SEO performance

• Boost your credibility and help guests feel more connected to the area

We suggest you get started by creating a local welcome guide and reaching out to nearby businesses open to partnership.

Final Thoughts

Florida’s short-term rental market is thriving, but that means hosts have to be smarter, faster, and more visible than ever.

Whether you’re in Miami, Orlando, Tampa, or the Panhandle, combining social media marketing, SEO, a direct booking site, and email can make or break your bookings, especially in shoulder seasons.

KIN Marketing works with Florida hosts to build long-term visibility through organic marketing, content, website design, GBP optimization, and more. If you're ready to grow your bookings and your brand, we’d love to talk.