I own a waterfront VR in Pensacola Beach, FL. The minor cash flow it produces is almost meaningless. Even those who say that VRs CF would likely concede that their money and time could be spent more productively elsewhere. I liken it to a timeshare with equity buildup. Appreciation is the big unknown on these properties...but that's not CF.
VRs have expenses you wouldn't ordinarily pay on a std rental. Below are a sampling that I've seen to date. These are real numbers on a $750k house. I wrote this for a friend, but I'll post here for general use.
Mgmt:
10-20% of gross rent. 10% if I coordinate the bookings, and 20 if I do a complete handoff. I strongly believe in the former. I control my brand, I have extreme agility with my rates, I control my marketing, etc. if it doesn't rent, I have only myself to blame...which is my preference as a control freak. I convert about 1/10 inquiries to bookings. Each inquiry takes about 5-15 min of work. This is a game of minutes...you have to act fast or your prospective guest will move on to their next choice.
Utilities:
You pay all utilities. My power bill was $450 last month. Tenants are not shy about temp set points in the 60's. I know because I have wi-fi thermostats and I monitor them. This also allows me to put them in 'vacation mode' from afar if I have some vacancy.
You're also paying for a full cable/internet/phone bundle. WIFI is expected, and a landline phone is handy for reaching your guests mid-stay. Cost: $100
Water/sewer is standard for a home of this size: $120
Marketing:
VRBO and Homestay is $400/year for the lowest plan option. Up to $1200/year for highest search ranking. They also allow you to run "specials" which I've used to pump out discounts. $20/week, 2-week min.
FAcebook ads are giving me limited success. I've dropped about $200 there, but now sure how much conversion I've had off these.
Turnover:
Cleaning and linen for my house is $250. This provides hotel quality cleanings with the same crew each week. They also provide towels, sheets, soap, shampoo, sponges and dish soap. (Think Country Inn & Suites).
Damage waiver is $50. This is like a pooled insurance policy through the Mgmt company. Better than a large security deposit in my eyes.
Credit card fees.
Somewhere around 2-3% of gross costs. I'm paying $50-80/booking.
Hotel Tax
11.5% on rent, cleaning and damage waiver. All these fees/taxes are charged to the tenant (except CC fees), but they serve to limit profits. If a family's budget is 4k, you'll only be able to get rent in the 3200 range...then pay Mgmt compactly 10% plus CC fees.
Furnishings:
Dishes, furnishings, AV, games, etc.
you need to provide a full home, replete with everything they need that isn't consumable. Beach chairs, sand toys, board games, grill are all expected. A full kitchen is also expected. (Including baking ware, crock pot, griddle, etc). When gramma wants to make her traditional pie for summer vacation, she needs everything to do it. Keep in mind everything in this list needs to be refreshed periodically.
Concierge service.
When people drop $4k/week, they feel entitled to ask for anything and I don't blame them. Even tho 25% of that cost is straight to fees. I have sent flowers, picked up specific kitchen items, coordinated fishing charters, and helped draw out weekly itineraries. I make it clear that once they check in, all requests go through The mgmt company (to eliminate urgent requests of me), but up front, I probably spend 2hrs per booking to give them a custom vacation. And I don't bill for the small stuff.
Maintenance
Coastal homes have a high maint burden, and VRs have a very high std for functionality. There can't be any 'idiosyncrasies' about the home. Everything just has to work. This was my biggest initial expense, along with furnishings (even tho house was bought furnished).
Time:
I spend about 30min/day on marketing, inquiries, pre-arrival comms, and post-guest follow up. It's gotten easier, but still needs to be done if you want to run it like a business.
Liability insurance:
Std fare for you but don't forget it. I'm at $525/yr just for liability. Flood is $6k. Taxes are somewhere around $12k. Fire/wind is $2600. Lease fee is $800.
Owner use:
You're obviously losing revenue, but also have to budget for cleaning, either in terms of your own time or $$. I pay the $$ because all my discretionary time is spent on maintenance. I don't have 2-3 hrs to clean at the end of a sun drenched weekend.
Future costs:
VRs are getting mainstream. I forecast having to provide paddle boards/kayaks/fishing gear to differentiate myself in the next season or two.
I'm also considering a strategic partnership with a fishing charter service, but will wait until offseason to begin those discussions.
Bottom Line: There are market specific items that will improve your bottom line. In my area, proximity to the beach, a pool, and heads-in-beds directly translate to higher rents. "Check as many boxes" in your market, and get a deal on the home and you have a chance to make $$$. (Ex: Having a dock in my area is a large expense that doesn't translate to much more revenue).
Hope some of this helps.
-Tim