Downsell Sequence for Vacation Rental Owners Email Guide
Why Downsell Sequence Emails Fail for Vacation Rental Owners (And How to Fix Them)
Your calendar looks empty for next month, even after dropping your rates. You're losing money on every vacant night.
Many vacation rental owners believe a guest's 'no' is final. They assume if someone doesn't book their premium property, they're simply not interested.
But often, it's about timing, budget, or a slightly different need. A well-crafted downsell sequence doesn't just salvage a lost booking; it builds a relationship and offers a tailored solution that keeps your property top of mind, even if it's not their first choice.
It transforms initial hesitation into profitable bookings by offering a smart alternative. The emails below are designed to turn initial hesitation into profitable bookings by offering a smart alternative.
The Complete 3-Email Downsell Sequence for Vacation Rental Owners
As a vacation rental owner, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
It looks like our [PREMIUM PROPERTY/SERVICE] wasn't quite the right fit for your upcoming trip. And that's perfectly fine.
We understand that planning a vacation involves many factors, from specific dates to group size to, of course, budget. Sometimes, the perfect property just isn't available, or it doesn't align with every single one of your needs.
Our goal is always to help you find an incredible stay, whether it's with us or somewhere else. We want your vacation to be memorable for all the right reasons.
Even if you didn't book this time, we appreciate you considering us. We believe every guest deserves a fantastic experience.
Best, [YOUR NAME]
This email uses psychological reciprocity and empathy. By acknowledging their decision without pressure and showing genuine understanding of their needs, you build trust. It disarms any potential defensiveness and keeps the door open for future engagement, positioning you as a helpful resource rather than just a salesperson.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on your recent search, we noticed you were looking for a comfortable place for your upcoming trip. While our [PREMIUM PROPERTY NAME] might not have been suitable, we do have another option that often surprises guests with its value and comfort: our [DOWNSOLD PROPERTY/SERVICE NAME or [PRODUCT NAME]].
This [DOWNSOLD PROPERTY/SERVICE] offers a prime location near the beach, a private patio for evening relaxation, and all the essential amenities you need for a comfortable stay, often at a more accessible price point. It’s a fantastic starting point for many travelers who want a quality experience without the premium investment.
Think of it as a smart way to enjoy your destination. If you're still looking, it might be exactly what you need.
Best, [YOUR NAME]
This email uses the 'anchoring effect' by first presenting a higher-priced option, then introducing the downsell as a more appealing alternative in comparison. It reframes the downsell not as 'lesser', but as a smart, value-driven choice, appealing to a different set of priorities while still addressing their core desire for a great stay.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a friendly reminder that the special offer we extended for our [DOWNSOLD PROPERTY/SERVICE NAME or [PRODUCT NAME]] is about to expire. We know how quickly good opportunities disappear, especially when planning a trip.
This particular solution is designed to give you a comfortable and convenient base for your vacation, without stretching your budget. Many guests who choose [PRODUCT NAME] find it perfectly meets their needs for a relaxed stay, providing everything essential for a memorable trip.
If you’ve been considering it, now is the moment to secure your booking before this rate is no longer available. Don't miss out on securing a great value stay.
Best, [YOUR NAME]
This email utilizes the principle of 'scarcity' and 'loss aversion'. By clearly stating the offer's expiration, it creates a psychological trigger that makes the potential loss of the deal more effective than the gain of booking. The gentle reminder avoids aggression while still prompting immediate action.
4 Downsell Sequence Mistakes Vacation Rental Owners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming an initial 'no' from a potential guest means no interest at all. | Offer a tailored alternative that might better suit their budget or specific needs, keeping the conversation open. |
✕ Failing to collect contact information from website visitors who don't book immediately. | Implement a simple pop-up or exit-intent offer for a local guide or small discount in exchange for an email address. |
✕ Only promoting premium properties and neglecting mid-range or budget-friendly options in follow-up. | Create a tiered offering, ensuring solutions exist for various guest budgets and preferences to capture a wider audience. |
✕ Letting inquiries go cold after a single interaction or property presentation. | Implement an automated follow-up sequence that offers different property types or package deals based on their initial interests. |
Downsell Sequence Timing Guide for Vacation Rental Owners
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Vacation Rental Owner Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a small, loyal email list from non-booking inquiries. Even if they don't book your premium property, they might book a smaller one later or refer friends.
- Start with a single, clear downsell offer. Don't overwhelm hesitant guests with too many choices; present one compelling alternative.
- Use simple CRM tools to track inquiries and follow-ups. A spreadsheet is better than nothing to ensure no lead is forgotten.
Intermediate Practitioners
- Segment your non-booking inquiries based on their initial search criteria (e.g., budget range, number of guests, desired amenities) to present highly relevant downsell options.
- Experiment with different downsell offers, such as smaller units, off-peak dates, or value-added packages (e.g., local experience discounts) instead of just a lower-priced property.
- Integrate your email marketing with your booking software to automate downsell sequences after a specific property inquiry doesn't convert.
Advanced Professionals
- Develop advanced lead scoring models to identify the most promising downsell opportunities based on engagement, demographics, and search history.
- Implement dynamic pricing strategies for downsell properties, offering personalized discounts in follow-up emails based on real-time availability and demand.
- Utilize A/B testing on downsell email subject lines, body content, and call-to-actions to continuously improve conversion rates for different guest segments.
Industry Specialists
- For luxury clients, a downsell might not be a cheaper property, but a smaller luxury property or a value-added package for a shorter stay, maintaining the premium experience.
- If specializing in pet-friendly rentals, a downsell could be a property with fewer pet amenities but still accommodating, or a package that includes pet-sitting services for a shorter stay.
- For corporate rentals, a downsell could be a smaller apartment with essential business amenities, or a co-working space membership included for a shorter duration.
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