Vacation Rental where a Management Company Dominates Market

[Schuyler Witt]

My wife and I are new to vacation rentals. We are beginning the process of turning a family-owned beachfront condo in South Carolina into a rental. We prefer to self-manage because we have the time and vacation rental managers charge ~25% in this area (Hilton Head Island). However, in all my research, it seems like one specific Vacation Rental company pretty much dominates the short-term rental market on the island. The target demographic is mostly families and retirees, so Airbnb/VRBO usage hasn't caught up with other areas. I am concerned that if we choose to self-manage, and therefore are not on the main Mgmt Co website that shows up at the top of google results, we won't get enough traffic.

Any experience in this regard, or any advice at all?