How I’ve Earned A Perfect 5-Star Rating On My Rental Property

If you’ve been around here a while, you know I’m all about helping Airbnb hosts and short-term rental owners not just grow but thrive. And now, I’m offering a new service: co-hosting. It is a hands-on way to help elevate your listings. But whether you’re DIYing it or working with a co-host, guest reviews should be at the heart of your marketing strategy.

Reviews are digital word-of-mouth. Back in my wedding photography days, I built my client base on referrals from brides who shared their positive experiences with others. In the short-term rental world, your five-star reviews are the modern version of that word-of-mouth and they carry serious weight.

They’re more than just stars—they’re social proof. When someone else verifies that your stay is worth it, it builds trust with potential guests. A glowing review tells others that you didn’t just claim a five-star experience. You delivered one. That validation creates a ripple effect of credibility, bookings, and reputation.

Boosting Algorithms and Building Brand Reputation

Let’s talk platforms. If you’re listed on Airbnb, five-star reviews directly impact your visibility. The more high ratings you get, the more Airbnb trusts your listing and the more it shows it to future guests.

If you’re on a direct booking site, those reviews are still gold. They contribute to your SEO (Search Engine Optimization) and help you rank for the kinds of keywords your guests are already using to describe your property. Think about it: your guests are literally writing your future marketing copy. Use their language to help more people find you organically.

A strong reputation = better bookings. Reviews tell guests that you’re a legit host, your listing is accurate, and yes, your toilet doesn’t run all night long.

Reviews Are Feedback for You, Too

It’s easy to see reviews as a one-way marketing tool for prospective guests, but they also serve you, the host. They’re full of feedback: what worked, what didn’t, and what could be even better.

And let’s not forget repeat business. A great experience often leads to a return visit, a referral, or both. Guests who love their stay become advocates for your brand.

One feature I love on Airbnb is the option for private feedback. In my review request message, I always include a line like:

“If you had any issues that haven’t already been addressed, please reach out to me privately.”

That way, guests feel heard and validated. Even if something went wrong without leaving a negative public review.

How and When to Ask for Reviews

Timing is everything. The sweet spot for asking is right after checkout. When the stay is still fresh in their minds. At our Kentucky property, for example, we have a checkout time of 11 a.m., and I send a personalized message around 1 p.m., while guests are likely en route home. Here’s exactly what I send:

“Wishing you all safe travels as you venture back home! We truly hope you enjoyed your stay at the Commonwealth. If you did enjoy your stay, please let us know by giving us a five-star review. If you had any concerns during your stay, please allow us to address those prior to leaving a review. We appreciate your time and hope to see you again!”

This approach works. That property has almost 60 perfect five-star reviews.

But it’s not just about one message. By the time they get that review request, it’s the fifth time they’ve heard from me: before check-in, after check-in, and before check-out. That consistent communication builds rapport and makes the review request feel natural, not pushy.

And if they don’t respond? Follow up. Airbnb allows guests 14 days to leave a review. Around day 10 or 11, it’s totally okay to check in again.

Don’t assume silence means dissatisfaction. They may have been in the air, distracted by travel, or simply forgotten. A gentle nudge might be all they need.

Ask for the Feedback You Want

Want reviews to work even harder for you? Ask guests to comment on specific features or experiences. If you just added a new amenity, like a hot tub, say so in your message! For example:

“We’d love your thoughts on the new hot tub. If you used it, we’d be thrilled to hear about your experience in your review!”

Even if your listing is two years old and running like a well-oiled machine, you can still steer the review content. Try something like:

“Tell us what you did during your stay—your insights help future guests plan an amazing trip.”

That small ask can help you gather the kind of user-generated content you actually want to showcase.

Turn Those Reviews Into Marketing Content

Okay, now the reviews are rolling in. What do you do with them?

Spoiler: don’t let them sit on Airbnb collecting dust.

Pull those reviews and repurpose them across your direct booking site, social media, and more. They are powerful marketing material!

You can:

• Post screenshots or quotes as Instagram content.
• Overlay a guest quote as a caption on a reel.
• Record a video of your space. like a scenic shot of the new hot tub, and voice over the guest review.
• Use reviews in your email newsletters to highlight great stays.

Instagram is currently favoring video content, so if you want to maximize impact, grab a review and pair it with a relevant clip of your property. That combination of visual + social proof can nudge fence-sitters toward booking.

Expand Beyond Airbnb: Use Reviews in Email Marketing Too

So far, we’ve talked about using reviews on Airbnb, direct booking sites, and social media—but let’s not forget email marketing. If you’ve got a lead magnet (like a discount code or free guide) set up to collect emails from potential guests, your welcome email sequence is the perfect place to include real guest testimonials.

These reviews act as a trust-building tool right off the bat, helping potential guests feel confident that your property isn’t just another listing. It’s a magnificent experience that others have raved about.

Airbnb Reviews Still Matter

While we’re focusing on diversifying your marketing, I want to be super clear: Airbnb still plays a vital role. Reviews on Airbnb help boost your ranking in search results, increasing your visibility and bookings.

They also help create a trust factor. People are much more likely to book with hosts that consistently receive great reviews and respond thoughtfully to guest feedback. So yes, use your reviews off-platform, but don’t neglect their power on the platform.

Reviews as a Tool for Growth

Guest reviews are powerful for marketing, but they’re also your secret weapon for growth and improvement. Read them carefully. What are guests raving about?

That feedback can tell you a lot about your unique value proposition (UVP)—the things that set your property apart from others in your market. Maybe they keep mentioning the hot tub, the game room, or the cozy fireplace. Whatever your differentiator is, lean into it! Feature it prominently on social media, email campaigns, and your booking site.

On the flip side, constructive criticism gives you insight into areas to refine. If guests are repeatedly mentioning scratchy sheets or a lack of kitchen essentials, take that as a helpful cue, not an attack. When you respond with grace and take action, it’s only going to boost your reputation over time.

When the Review Isn’t Five Stars

Let’s be real. Not every guest is going to leave a glowing review. And that’s okay.

We’ve personally owned two short-term rental properties and currently co-host another in Virginia, and yes, we’ve had a less-than-perfect review. It’s just part of the business.

When that happens, the way you respond publicly on platforms like Airbnb matters a lot. A thoughtful reply like:

“Thank you so much for your feedback. We understand that [issue] impacted your stay, and we did our best to address it while you were here. We’re grateful for your insight and are always looking for ways to improve for future guests.”

…goes a long way. Even a slightly negative review can build trust if handled with professionalism and empathy. Guests want to know you care. If you reply in a dismissive or hostile way, it can turn future guests off completely.

Remember: you’re in the hospitality business. Hospitality is about more than a clean room and nice furniture. It’s about how you treat people and your reviews reflect that.

Want Help With All This? Let’s Talk Co-Hosting.

If this all sounds like a lot, I’d love to help.

With my new co-hosting services, I don’t just manage your property. I bring your brand to life. From guest communication to day-to-day operations to consistent branding and marketing, I help you create a boutique-level experience that keeps guests coming back and referring their friends.

Whether you own one rental or manage a whole portfolio, I’ll help you create consistency, professionalism, and peace of mind.