Is this STR marketing strategy too aggressive?

Question

Here is my business environment:

The town I am in has a population of 9000.  There is a petroleum refinery on the edge of town.  During any given week, there can be 20-200 traveling contractors working short term jobs at the refinery.  I rent 22 STRs to them and them only.  I don't rent to locals because it's too expensive for them.  I don't do VR because the rental duration is too short.  Half my places are two bedrooms, the other half are bigger.

My competition is 5 motels and a trailer park with itsy bitsy cabins.  I can not compete against people that bring their own motor home or camper to stay in while they work.  Motels and the cabins are my competition.

My advantages are that my STRs cost less, there is a full kitchen just like back home, a full size washer and dryer in the house, and one bed in every bedroom.

I'm making a promotional flyer.  It has inside and outside pictures of my houses plus a sales pitch extolling everything in the above paragraph.  On the back I list a cable channel guide and a map of the town.

HERE IS WHAT I WANT TO PUT ON THE FLYER

List each motel, their address and their phone number.  I would say something to the effect of "Call any local motel, then make your own decision on where you want to stay while working here."  I'm not going to mention anything about cost or quality.  It's just my competitions phone number and address.

Good idea?  Bad idea?  Do you have another idea?

I would be mailing these to the HR dept of companies before they send their workers here.

John D. · Answer

Like some others have said, sounds like you found your answer.  Market where they are looking, at or before the edge of town in both directions, billboard, road sign, etc..  Any restaurants, liquor stores, gas stations, etc. before the edges of town might be worth a little effort as well.

Garry C. · Answer

Sounds like you need two billboards, a few miles outside of town on each of the highways.

I would skip putting the competing motels on the flyers as well. It sounds like being better is not your problem, being first in front of the eyeballs is.

Moshe Maeir · Answer

@Paul Sandhu  so how about a sign or billboard before those 2 places??

Mike Reynolds · Answer

Let me respond to this on the both sides of the coin. As an employer paying for these people that are staying in your houses and as one who has had to stay at places not of my choosing. I'm a little different than most because I have been a road warrior all my life and know what its like to actually stay in some cheesy motel and fight the roaches for my supper. When I put my guys up I try and find the best affordable places. That way I know I will get more work out of well rested and happy employees. Plus if I call and need them to stay an extra day to finish they are less likely to "drag up'.

That being said, most big companies dont think this way. The ones making the accommodations are often pencil pushers hired to squeeze 10 cents out of a nickel. They often dont realize that labor is a greater cost and unsatisfied labor is even worse. So in my mind if you post the motels on there they will likely get the call. You will be relegated to the per diem guys that just refuse to stay there and spend that per diem money.

From what I have seen you post you sound like you have a very good business with repeat customers. Word of mouth is your best marketing tool.

Julie McCoy · Answer

I agree with @Chewie G. - I don't see the benefit of listing out your competition, but I think there's plenty of ways that could come back to bite you.  However, I think you have a really strong position - the merits of your homes sell themselves.  If I were in those traveling workers' position, I'd definitely rather stay at one of your houses than in a motel or trailer park!

I remember you mentioning you get a lot of workers who are Spanish-speakers - you may want to consider getting the brochure translated into Spanish to give you an extra edge.

Though, could you clarify something?  You say you're going to send the brochures to the HR department of companies - do you expect HR will pass the on to the workers, or does HR make any of the housing decisions?  I'm trying to figure out if the people actually looking at your brochures will be the workers, or the HR people, because you'll want to tailor your message accordingly.  (based on what you've said so far, it sounds like the workers are your primary readers, and who your message is already geared towards, but just double-checking)

Chewie G. · Answer

Well Paul, I would say no to listing out the competition. Keep to the "why" benefits and how your STR's are like staying at home. Your top paragraph is perfect! Hotels can never offer what you do. Plus, when you are a little dog and try to pick a fight with a big dog, someone is going to get bit - most likely the little dog.  Bummer that you do not offer VR's. If I ever make it to Coffeyville, KS I'd would rent one of your places.  Good Luck!

Adam Widdicombe · Answer

@Garry C.

I really like the billboard idea! You can put your listing ID or website right on the billboard and have it booked before they even see a hotel or motel in town.

Paul Sandhu · Answer

@John D.  How did they find the motel?  This is what I hear:  "It's the first motel we saw when we drove in to town."  They can drive into town on 2 different highways.  There is a motel at the edge of town on both of those highways.  It's not real scientific, these guys have a high school education and some went to a trade school.

John D. · Answer

@Paul Sandhu Ask these contractors how they found or selected the motel?  Google search?  Directory of some form?  Advertisement somewhere?  If you can get listed next to wherever they are finding the Motel before they book with them, that seems like a great place to be.

Is this STR marketing strategy too aggressive?

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