Why Every Short-Term Rental Needs a Pre-Launch Waitlist

Today we’re diving into a strategy I believe every short-term rental owner should implement:

A pre-launch waitlist.

Whether you’re launching a new construction, finishing a renovation, or reopening after an off-season, this “in-between” season isn’t downtime — it’s pre-launch time. And if you use it strategically, it can become one of the most powerful brand-building and revenue-driving tools in your marketing toolbox.

Let’s break it down.

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The Mistake Most Hosts Make Before Launch

I see this constantly — not just in the short-term rental space, but across entrepreneurship as a whole:

“I just need one more thing done before I launch.”

We wait for:

• Professional photos
• Final decor installs
• Perfect branding
• The website to feel “finished”

But here’s the problem: when you build everything behind the scenes and then suddenly announce it to the world… you’re often met with crickets.

Why?

Because your audience wasn’t primed. They weren’t part of the journey. They weren’t emotionally invested.

And when you’re relying on direct bookings especially, that connection matters.

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What a Pre-Launch Waitlist Actually Does

A waitlist is more than an email form.

It’s a brand-building experience.

It allows your audience to:

• Watch the process unfold
• Participate in decisions
• Feel emotionally connected
• Build anticipation
• Trust you before you ever host them

When done correctly, your waitlist doesn’t just collect emails — it creates future guests.

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Let Them Participate in the Story

One of the most powerful things you can do? Invite your audience in.

When we were pre-launching our micro-resort property, we asked our audience to help name it.

Through Instagram question boxes, we gathered nearly 25 name suggestions. The final names we chose were submitted by moms — which aligned perfectly with our ideal guest avatar.

Now imagine how that feels for those people.

They don’t just see a listing.
They see something they helped create.

That’s brand equity.

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What a Waitlist Is NOT

Let’s be clear:

This is not:

• A one-and-done “coming soon” email
• A spammy 20-email sequence
• An opt-in that sits untouched for 3 months

If someone joins your waitlist and hears nothing until booking goes live, you’ve missed the point.

The goal is ongoing connection.

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How a Waitlist Drives Early Bookings

When your property goes live, your waitlist gets:

• First access
• Exclusive booking windows
• A limited-time discount code
• A deadline to act

This creates:

✔ Scarcity
✔ Urgency
✔ Exclusivity
✔ Momentum

For one of our properties, we offered “WAITLIST100” — a $100 discount for early bookings.

Not only did it drive immediate reservations, but it made guests feel like insiders.

And here’s the bigger play:

When you expand in the future, you now have warm leads to remarket to.

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How to Grow Your Waitlist

A waitlist link sitting in your bio isn’t enough.

You need to actively promote it.

Here’s where to post it:

• Instagram (business and personal)
• Facebook (especially personal page)
• Local Facebook groups (follow group rules)
• HOA groups
• Mom groups
• Entrepreneur groups
• LinkedIn
• Pinterest
• Your website
• Podcast show notes

Don’t underestimate your personal network. Friends and family often become your earliest supporters — especially if your rental is within driving distance.

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What to Email During the Pre-Launch Phase

You don’t need a complicated funnel.

But you do need communication.

Minimum: once per month
Ideal: weekly or biweekly updates

What can you share?

• Paint going up on walls
• Floors being installed
• Design mood boards
• Sneak peeks before social media sees them
• Cabinet color changes
• Direct booking site preview
• Construction progress photos

Even small updates matter.

What feels insignificant to you is exciting to them.

And remember:
Your waitlist should always get information before the public.

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Platforms to Use for Your Waitlist

For pre-launch email marketing, I recommend Flowdesk.

It’s simple, visual, and easy to segment.

Here’s how I structure mine:

Primary Segments:

• Hosts
• Guests

Guest Tags by Property:

• Property A
• Property B
• Property C

This allows me to:

• Send property-specific promotions
• Fill last-minute gaps
• Market expansions strategically

What about StayFi?

StayFi works best after you’re live and actively hosting, because it collects emails from guests accessing Wi-Fi during their stay. It’s an incredible long-term growth tool — but not ideal for pre-launch.

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Why This Strategy Matters More Than Ever

Many hosts rely heavily on Airbnb for visibility.

But what happens when:

• Fees increase?
• The algorithm shifts?
• Your listing loses traction?

If you don’t control your audience, you don’t control your bookings.

A pre-launch waitlist is your first step toward:

• Direct marketing power
• Email list ownership
• Brand independence
• Long-term growth

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Final Thoughts

If you’re in a renovation phase, construction phase, or planning your next property:

Don’t wait until it’s perfect.

Start telling the story now.

Start building connection now.

Start growing your waitlist now.

Because when booking day arrives, you don’t want to introduce your property.

You want to invite people into something they’ve already been part of.

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If you’d like help implementing a pre-launch waitlist for your property, you can book a free consult call to talk through what this could look like for your specific market and goals.

Until next week — here’s to being the best in your brand and your market.