Know-How Exchange : Taglines/Names

What's the name of the rental?
Where is it located?

Happy Daze OBX
Corolla, NC in the OBX

We don’t want to use the bane or location since both are in our web address and logo where a tagline will be used.

*name

Why not "30 Seconds from the Beach" (from your website)?

We're trying to set our home apart from those around us, including the rentals that are right on the beach or closer than our house.

You are better off not referencing price or distance from the beach. Stick with benefits for your target audience. No need to refer to "ordinary" or "regular" rentals. Stay positive.

Who is in your primary target audience? Where/how do people find you? Where will people see your tagline?

Some possible directions:

* Spectacular ocean views
* Enjoy a warm welcoming environment
* You'll feel like family
* Each guest becomes a true friend

It will be on our website, business cards, marketing materials, etc. Target audience are couples in their 30's-60's or multi-generational families. They find us via social media groups, website, walking by the house and seeing the rental sign, word of mouth, etc.

How about:
"Spoil yourself with a stay in a second home instead of a routine rental!"
which could be shortened to
"Stay in a second home instead of a routine rental!"

Somehow I have a negative reaction to "routine rental." I understand it is the counterpoint to "second home," but I would be concerned that "routine rental" would be [mistakenly] associated with your property. Why not just say "second home" and leave out the flip-side reference? Or find a phrase that communicates the BENEFIT of "second home."

BENEFIT almost always wins in advertising copywriting.

Agreed! We just haven’t been able to come up with a better idea. Any suggestions?

"Spoil yourself with a stay in a second home...” without a counterpoint doesn’t really set it apart or say why to choose our home over the one next door.

Would "a second home" separate your rental from the others in the area? Is the number of people who can comfortably stay at the rental unique? Are the number of 5 stars reviews dramatically better? Reviewing past guest stays, why did people choose your property?

Happy Daze Holiday Home
... It's your vacation, we just make it memorable.

Happy Daze Holiday Home
... It's your vacation, but we make your memories.

"Second home" does separate us as many rentals in the area are investment properties managed by large property management companies and the owners rarely visit so the homes become a bit neglected and dated, which was what our home was when we bought it. Some of the rental homes have look nice online, but what guests don't realize is the photos are old and might not truly reflect the home's current condition. We've fully renovated our home inside and out, it gets all 5 star reviews, has great ocean views, a private pool, and is well loved. One of our guest this summer said "we honestly felt as of we were at a second home and could feel all the love throughout the house."
Happy Daze is truly our second home, not just a rental house which is what sets us apart. Along with our direct interaction with guests instead of them being a reservation number to a large property manager.

Two other homes we know of that rent direct have these taglines:
"NOT JUST RENTAL HOMES....EXPERIENCES."
"More than a Beach House!"

So we were thinking a tagline similar to:
"Stay in a second home, not a rental."

Would get people thinking about the past rentals they stayed in and how someone's second home is probably better cared for and loved.

Given the feedback, how about "Feel The Love Throughout" or "A Rental Filled With Love"?

"The Warmest Welcome in OBX"
"Best Rental Value in OBX"
"#1 Vacation Rental in OBX"

What about "Experience the difference, stay in a second home."?

In my opinion, "Experience the difference" doesn't convey a positive experience, just something different. Likewise, not everyone thinks "a second home" is necessarily something better.

It would be good if your tagline contained the words (or thoughts) "First," "Best," or "Only."

"Different" doesn't mean better. You need to tell folks how your property is better in terms that will be relevant to them. What is your unique benefit (in their eyes)?