Marketing & Getting Clients

How to Get Clients for Your Farm Stay Business

Getting clients for a farm stay requires a different approach than traditional hospitality marketing. Your guests are actively seeking authentic rural experiences, educational opportunities, and a break from city life—not luxury or convenience. This means your marketing should emphasize what makes your property unique: the animals, the landscape, the daily farm activities, and the genuine connection to agriculture.

Most farm stays fill their calendar through a combination of online listing platforms, direct bookings from repeat guests, and word-of-mouth referrals. You’ll need visibility on the right channels where people search for this specific experience, plus a credible online presence that shows potential guests exactly what to expect.

Who Your Ideal Clients Are

Your primary audiences are families with children (ages 4–16) seeking educational farm experiences, couples looking for a rural retreat or romantic getaway, corporate groups planning team-building activities, and urban professionals wanting a technology-free weekend. Secondary markets include school groups and organized tours, retirees interested in agricultural education, and international travelers seeking authentic regional experiences.

These guests typically plan 4–8 weeks in advance for family trips, book last-minute for weekend escapes, and often have higher disposable income than average tourists. They’re willing to pay premium rates ($150–$400+ per night) because they value authenticity and educational content, not amenities. They actively search for “farm stay near me,” “working farm vacations,” and specific activities like horseback riding, animal interaction, or organic farming tours.

Your Best Marketing Channels

Airbnb and Vrbo (Vacation Rental Platforms)

These are non-negotiable for farm stays. Airbnb and Vrbo reach millions of travelers monthly, and their search algorithms favor unique properties like farms. A well-optimized listing with clear photos of animals, fields, and hands-on activities, plus honest descriptions of what guests will experience, typically generates 40–60% of bookings for established farm stays. List on both platforms simultaneously to maximize exposure, and update your calendar and photos seasonally.

Farm Stay Specialty Directories

Websites like FarmStay.com, AgriTourism.com, and regional agritourism associations list properties specifically where travelers search for farm experiences. These platforms have lower traffic than Airbnb but attract highly qualified guests already committed to this accommodation type. Listings cost $150–$500 annually and typically generate 15–25% of bookings. Priority: list on at least two specialty directories in your region.

Google Business Profile and Local Search

Most farm stay searches begin with “farm stay near [city]” or “things to do on a farm [region].” Claiming and optimizing your Google Business Profile ensures you appear in local search results, Google Maps, and the local pack. Add high-quality photos, activities offered, pricing, booking link, and encourage guests to leave reviews. This channel generates discovery traffic and builds local credibility, especially for road-trippers and last-minute bookers.

Instagram and Facebook

Visual platforms are essential because farm experiences are inherently photogenic. Instagram showcases daily farm life, animals, seasonal activities, and guest moments; Facebook reaches older demographics (40+) and local audiences. Posting 3–4 times weekly builds an engaged following that drives direct bookings and referrals. Stories and reels showing real farm moments (feeding animals, harvest activities, family interactions) perform better than polished photography.

Email Marketing to Past Guests

Once you have 10+ past guests, build an email list and send newsletters 3–4 times yearly highlighting seasonal activities, special events, or package deals. Past guests are 5–7 times more likely to rebook than new prospects. A single email announcing “spring animal births” or “harvest week packages” can fill 30–50% of your calendar.

Local Tourism Boards and Visitor Centers

Contact your county’s tourism board, chamber of commerce, and regional visitor centers. Many distribute printed guides or maintain websites listing accommodations. Being listed costs nothing or $50–$200 annually and reaches travelers specifically planning regional trips. This channel is slower but generates consistent summer bookings.

Getting Your First 3 Clients

1. List simultaneously on Airbnb, Vrbo, and at least one agritourism directory with professional photos, honest descriptions, and clear booking links. This takes 1–2 weeks but activates your largest audience channels immediately.
2. Create a Google Business Profile and optimize it with farm photos, hours, activities, pricing, and a direct booking link. Verify your address and encourage early guests to leave reviews.
3. Reach out to local tourism boards, visitor centers, and chamber of commerce chapters with a brief pitch about your farm stay. Ask if they list accommodations and provide high-quality images.
4. Email or call agritourism-focused blogs and Instagram accounts in your region (local food writers, rural lifestyle influencers, school trip organizers) with a media kit and offer for a complimentary or discounted stay in exchange for an honest review or feature.
5. Post 5–10 engaging images on a new Instagram account showing animals, daily activities, guest interactions, and the landscape. Use agritourism hashtags (#farmstay, #agritourism, #farmexperience, regional tags) and follow local travel and family accounts.
6. Offer a 10–15% discount for direct bookings made through your website (not through platforms) to incentivize guests to book directly and reduce platform fees. This lowers your acquisition cost on first bookings.

Building Referrals and Word of Mouth

Word-of-mouth and repeat visits drive 35–50% of bookings for successful farm stays. After each guest checkout, send a thank-you email with a $25–$50 discount code for their next visit or to refer a friend. Ask guests directly to leave reviews on Airbnb, Google, and Vrbo—properties with 4.8+ stars and 20+ reviews book 60% more frequently than those with fewer reviews. Make the review process easy by sending a direct link 2–3 days after checkout.

Create a formal referral program: offer $50–$100 credits to guests who refer friends who complete a booking. This turns satisfied guests into active marketers. Also reach out to school administrators, corporate event planners, and tour operators—they often book farm stays for groups and can become regular clients if you provide good experiences and group rates.

Your Online Presence

You need a simple website (even 3–5 pages) with high-quality photos of animals, rooms, activities, and the landscape. Include a clear booking call-to-action linking to Airbnb/Vrbo or your booking system, descriptions of what guests will do, pricing, availability calendar, house rules, and contact information. The website doesn’t need to process payments—it exists to build credibility, rank in search results, and give people a central place to learn about your property. Many farm stays use simple builders like Squarespace or Wix ($12–$20/month).

Credibility also comes from professional photos. If you can’t afford a photographer ($300–$800 for a half-day shoot), teach yourself phone photography or hire a local photographer for 2–3 hours. Images of happy guests, animals, and activities convert significantly better than empty rooms or generic landscapes. Update photos seasonally—spring animals, summer harvests, fall colors, winter scenes.

Social Media Strategy

Instagram is your priority. Post 3–4 times weekly showing daily farm life, animal care, guest activities, and seasonal changes. Stories and reels showing real moments (kids feeding chickens, harvesting vegetables, morning routines) generate more engagement than staged photos. Use 15–20 relevant hashtags per post and follow local travel, parenting, and agritourism accounts to grow your audience organically. Instagram builds brand awareness and drives direct inquiries; responses to DMs about bookings should come within 24 hours.

Facebook reaches older audiences (40+) and local residents who may recommend you or visit in person. Join local parent groups, homeschool networks, and regional travel groups, then share your posts there without aggressive selling. This channels attention toward your presence. TikTok can work if you’re comfortable posting short videos of animals or farm activities, but it’s optional for farm stays—Instagram alone typically drives sufficient bookings.

Paid Advertising

Start with paid advertising once you have 5+ positive reviews and professional photos. Begin with a $500–$1,000 monthly budget on Facebook and Instagram, targeting families (25–55 years old) within 200 miles of your property interested in travel, agritourism, and rural experiences. Test a carousel ad showing your best photos with a “Book Your Stay” button linking to your Airbnb or booking page. Track cost per click and conversion rate; aim for a booking cost under $80 per client. Scale the budget only if bookings consistently exceed your advertising spend. Google Local Services Ads (for “farm stay” or “agritourism near me”) are also effective but typically cost $50–$150 per booking.

Client Retention

• Send a thank-you email within 24 hours of checkout with photos from their stay and a personalized note
• Follow up 1–2 weeks later asking for honest reviews on Airbnb, Google, and Vrbo with direct links
• Offer returning guests a 10–15% discount on future bookings to incentivize repeat visits
• Email past guests 3–4 times yearly with seasonal updates, special events (spring births, harvest week), or new activities
• Create a simple referral program offering $50–$100 in credits for each friend who books
• Tag and repost guest photos on Instagram (with permission) to build social proof and strengthen relationships
• Remember returning guests’ names and preferences, and mention them in confirmation emails
• Host an annual open house or special event and invite past guests to bring friends

If you’re just starting, check out the fastest ways to get your first 10 farm stay customers, explore the best marketing tools for your farm stay business, and learn local marketing strategies for farm stays to accelerate early bookings.