Homeowner Market Pages

While the TurnKey website had always had some form of Market page to go after guest-facing location search terms like “Asheville vacation rentals”, there wasn’t an SEO strategy for driving Homeowner leads from localized SEO prior to my start. It turned out that while substantially lower than guest searches, there was a decent amount of volume for terms like “Asheville vacation rental management”, and Homeowner leads were of far higher value to the business. There was also little competition in this space, most of it from local property management firms. By standing up optimized landing pages for location + vacation rental management terms, we were regularly rank at the top of results and drive net new Homeowner leads to our Sales team.

TurnKey ranking #1 for phoenix vacation rental management, which FAQ rich snippet

Local Touch

One of the biggest hurdles our Sales team had in signing up some homeowners for our management services was the perception that we weren’t “local”. Prior to TurnKey’s model, most vacation rental property management was either performed by small local PMs, or by national chains, and many homeowners had had poor experiences with the national PMs before. TurnKey served as a hybrid: we were a national organization with all the resources that entailed, but also had a local team of experts in every market in which we operated.

Our Sales and Marketing teams wanted to reinforce our local image by highlighting our local teams’ presence and expertise. This was also a great way to add SEO value to our Homeowner Market pages, and we did so in the form of a series of interview with our Sales Executives:

Homeowner Market pages also linked out to additional sales material on the site, including case studies and testimonials:

A Schema.org-powered FAQ section provided rich snippets in search results: