How Digital Marketing Gives You an Edge in Serviced Apartments

Most property investors focus on bricks and mortar. Location, yield, refurbishment costs - the traditional metrics that determine whether a deal stacks up. But in serviced accommodation, there’s a factor that often matters more: digital marketing expertise.

I’ve spent 20 years in this industry, first as Marketing Director for Roomspace (500+ units across Brighton and London), then founding Website for Bookings - a digital marketing agency for the serviced accommodation sector. I’ve seen the difference marketing makes to the bottom line.

The Hidden Variable: Occupancy

Consider two identical serviced apartments in the same building:

Apartment A:

• Professional photography
• Optimised listing copy
• Dynamic pricing
• 5+ platform distribution
• Average occupancy: 82%

Apartment B:

• Phone photos
• Generic description
• Fixed pricing
• Booking.com only
• Average occupancy: 61%

At £120/night, that 21% occupancy difference equals roughly £9,200 in additional annual revenue. Same property. Same location. Different marketing.

This is the edge that most investors overlook.

What “Digital Marketing Expertise” Actually Means

Let me break down the specific skills that drive serviced apartment performance:

1. OTA Algorithm Understanding

Online Travel Agencies (Booking.com, Airbnb, Vrbo) use algorithms to rank listings. Understanding these algorithms is like understanding SEO for property.

Key ranking factors include:

• Response time: Responding to enquiries within 24 hours improves visibility
• Review velocity: Recent positive reviews carry more weight
• Price competitiveness: Not lowest price, but best value for quality tier
• Conversion rate: Listings that convert views to bookings get shown more
• Calendar accuracy: Synced calendars and realistic availability

Most operators set up a listing and hope for the best. Effective operators treat OTA presence like a marketing channel that requires ongoing optimisation.

2. Photography and Presentation

The correlation between photography quality and booking rate is stark. Professional photography typically delivers:

• 40-60% more click-throughs from search results
• Higher nightly rates (guests perceive value through images)
• Lower enquiry-to-booking drop-off

This isn’t about Instagram aesthetics. It’s about clear, bright images that show the space accurately. Guests want to see the bedroom, bathroom, kitchen, and living area. They want to understand the layout before committing.

3. Dynamic Pricing

Fixed pricing leaves money on the table. Effective SA operators adjust rates based on:

• Local events (concerts, sports, conferences)
• Seasonal patterns (summer peaks, winter troughs)
• Day-of-week variations (business vs leisure)
• Competitor pricing movements
• Booking window (last-minute vs advance)

Tools like Beyond Pricing and PriceLabs automate much of this, but they require setup and ongoing attention. The investment pays for itself within weeks for most properties.

4. Distribution Strategy

The most successful SA operators don’t rely on a single platform. They distribute across multiple channels while maintaining rate parity and calendar sync.

A typical distribution strategy might include:

• Booking.com: Strongest for UK business travel
• Airbnb: Best for leisure and longer stays
• Corporate direct: Higher margins, longer bookings
• Direct website: Lowest commission, brand building

The key is managing this complexity without double-bookings or pricing inconsistencies. Channel managers like Guesty or Lodgify solve this, but someone needs to understand the strategy.

Why This Matters for Investors

If you’re considering a serviced apartment investment, here’s what I’d suggest:

Ask About Marketing Strategy

When evaluating a deal or management company, ask specific questions:

• What platforms will the property be listed on?
• How are nightly rates determined?
• Who handles photography and listing optimisation?
• What’s the expected occupancy rate and how is it achieved?

Vague answers here are a red flag. Operators who understand digital marketing can explain their approach in detail.

Factor Marketing Costs Into Projections

Professional marketing isn’t free. Budget for:

• Initial photography: £200-£500
• Pricing tools: £20-£50/month per property
• Channel manager: £30-£100/month per property
• Listing optimisation: Ongoing time investment

These costs are small relative to the revenue improvement they enable, but they need to be in your numbers.

Consider the Operator’s Background

This is why I mention my digital marketing background prominently. When I source SA deals or advise on investment strategy, I’m drawing on specific expertise that most property professionals don’t have.

The property sourcer who can find you a building is valuable. The one who can also advise on maximising its performance is rare.

The Estate Plan Difference

When I work with investors on serviced apartment opportunities, the conversation goes beyond purchase price and refurbishment costs. I share what I’ve learned about:

• Which locations work for corporate vs leisure guests
• How to set up efficient operations from day one
• Which management approaches actually deliver on their promises
• Where the real money leaks happen

This is what 20 years in corporate housing teaches you. Not just how to buy property, but how to make it perform.

If you’re exploring serviced apartment investment and want an operator’s perspective, let’s talk.