Carolina Beach, North Carolina, with its wide sandy shores, vintage boardwalk, and family-friendly atmosphere, has long been a beloved vacation destination. Yet despite its popularity and the explosive growth of vacation rentals nationwide, many property owners in Carolina Beach are experiencing underperformance in many areas including occupancy, revenue, how far out guests book their vacation, and increased challenges with property management companies.

So what’s causing this disconnect? Why aren’t vacation homes in Carolina Beach living up to their full potential? Are you prepared to adjust to these challenges?

After working with dozens of homeowners in Carolina Beach, our team at North Carolina Cottages has identified the top ten reasons vacation rentals in Carolina Beach may be underperforming. Plus, we’ll share the proven strategies we’re using to help owners increase revenue, occupancy, and guest satisfaction.

Top Reasons Vacation Rentals in Carolina Beach, NC Are Underperforming

Below is a list of just a few of the things we are seeing in Carolina Beach.

1. Lack of Strategic Pricing

Many owners rely on flat or seasonal pricing, failing to adjust nightly rates dynamically based on demand, competition, or local events. This results in missed revenue during peak periods and overpricing during lulls. At North Carolina Cottages, we develop a specific pricing strategy to reach our clients goals, often attracting highly vetted business professionals and travel nurses during the off-season and longer more-profitable stays during the shoulder and peak seasons here in Carolina Beach

2. Poor Quality Photos and Listing Descriptions

Listings with dim lighting, amateur photos, or sparse descriptions do not stand out. With platforms like Airbnb and VRBO flooded with options, listings must be visually compelling and keyword-optimized to attract clicks. This includes writing captions for photos too, so when guests search specific keywords, your listing appears before other competition in your area. Can your pictures tell a story without words, and inspire guests to book?

3. Limited Online Visibility

Relying on one or just two booking platforms limits exposure. Properties need multi-channel distribution across major online travel agencies (OTA’s), like Airbnb and Vrbo. At North Carolina Cottages, we list across many of the top channels including Airbnb, Vrbo, Expedia, Booking.com, Google Vacation Rentals, niche travel sites, and our very own direct booking website. We have a background in marketing and help our client’s properties stand out, even in a saturated market.

4. Inadequate Property Management

Self-managing without a responsive local team often leads to slow responses to guests, maintenance issues stacking up, or cleanliness complaints. Negative reviews and poor communication drive away future bookings. Why hire a property manager that has never heard of Britts Donuts, or even worse, has never been to Carolina Beach? They won’t be providing much helpful recommendations to guests. One of the biggest complaints we hear from property owners in Carolina Beach that have hired national property management companies, is about guests having difficulty unlocking front doors upon check-in. Guests are forced to call a national 1-800 number, talk to multiple people over the phone that have never been to the US, wait for hours at a frustratingly locked door and wait to gain access. That’s the opposite of a great start to anyone’s next vacation. North Carolina Cottages is a local team of investors and we live and work right here in Carolina Beach. We’re your neighbors that coach your kids youth soccer teams, help clean up the beach year-round, and surf in the line-up when waves peak at their best. We’re available to help guests during all hours of the day.

5. Outdated Decor and Amenities

Vacationers are increasingly looking for Instagram-worthy spaces. Homes with outdated furniture, poor lighting, or lack of amenities like fast WiFi, smart TVs, or well-stocked kitchens lose out to more modern competitors. This includes modern kitchens with clean quartz countertops, as guests are increasingly looking to cook at home (even on vacation) in order to save their hard earned dollars. Updating a property doesn’t have to be an expensive feat. We work with homeowners with all different levels of budgets.

6. Poor Guest Experience and Lack of Personal Touch

Automated messages and generic check-in instructions don’t wow guests. Personalized local recommendations, links to hand-typed blog articles specific to a guest’s question, and welcome gifts and notes significantly improve reviews and word-of-mouth referrals.

7. Minimal Marketing Efforts

Many owners depend solely on listing sites. Without proactive digital marketing—like social media campaigns, email newsletters, or SEO-optimized blogs—they’re missing massive opportunities to attract repeat and new guests. Does your current property management company invest in having an up-to-date blog full of helpful resources and trip planning ideas? What about a digital map, like ours here? North Carolina Cottages is constantly creating new itineraries and publishing new articles to help guests, encourage repeat bookings, and increase our client’s revenue.

8. No Local Partnerships

Properties that don’t engage with local businesses, events, or tourism boards lose out on valuable exposure. Cross-promotions with surf shops, cafes, and local festivals can generate additional bookings. That’s why 25+ local shops and restaurants showcase our flyers in their establishments. Not to mention, we are business sponsors of a few leading organizations around the island, like the Federal Point Historic Preservation Society.

9. Unclear Brand Identity

Without a strong brand, guests see your home as “just another rental.” A clear and unique identity—coastal chic, family escape, or pet-friendly oasis—helps guests connect emotionally and choose your property over others. Our guests are left with unforgettable memories and exceeded expectations.

10. Lack of Data-Driven Decisions

Many owners aren’t analyzing data such as booking trends, guest demographics, or seasonal performance. Without this insight, it’s impossible to optimize listings, pricing, or amenities effectively. At North Carolina Cottages, we look at 30 different metrics every day to ensure that our clients are at peak performance all year-round.

The Local Market Reality

Carolina Beach is facing increased competition and global economic pressure, not just from within its borders but also from nearby beach towns like Kure Beach and Wrightsville Beach. Additionally, guest expectations have evolved. People want not just a place to stay, but an experience. Failing to deliver on that front results in lost income and declining reputations.

Yet for every underperforming property, there are also standout vacation rentals in Carolina Beach achieving 70-90% occupancy, often booked out months in advance. What are they doing differently?

How North Carolina Cottages Is Increasing Occupancy, Revenue, and Bookings in Advance

At North Carolina Cottages, we specialize in turning underperforming properties into high-performing assets. Using not so traditional property management avenues to create opportunities for our clients and guests to flourish. Here are five key strategies we’re using right now:

Dynamic Pricing Technology

We use real-time pricing tools that adjust nightly rates based on demand, competitor rates, local events in Carolina Beach, and seasonal trends. This ensures our clients maximize revenue and occupancy without leaving money on the table.

Professional Media & SEO-Optimized Listings

Every property we manage features professional photography, aerial drone shots, and compelling SEO-optimized copy. This boosts visibility across all major platforms and search engines, leading to more clicks and conversions.

Direct Booking Incentives

We actively drive traffic to our direct booking site (nccottages.com), where guests can enjoy perks like a 2-hour early check-in. This reduces reliance on OTAs and increases profitability for owners with increased repeat business year over year.

Guest Experience Enhancements

We go beyond clean towels and beds made upon guest arrival. From locally sourced welcome baskets to tailored area guides and rapid-response guest communication, we create memorable experiences that drive 5-star reviews and repeat visits. Its obvious that we love hosting others, our guests feel it every moment of their stay.

Community Integration & Local Partnerships

We collaborate with local businesses, event organizers, and visitor centers to keep our properties front-of-mind for travelers. We also cross-promote pet-friendly stays, romantic getaways, and family packages based on seasonal trends.

Your Property Could Be Performing Better, and So Could Your Property Management

If your vacation rental isn’t living up to expectations, it’s not necessarily the location—it could be the strategy. At North Carolina Cottages, we know Carolina Beach inside and out, and we’re passionate about helping owners turn their homes into thriving vacation destinations. Having lived in the area for 26 years, our founder is passionate about sharing his knowledge with guests and local homeowners.

Ready to improve your occupancy, revenue, and guest satisfaction?

Contact us today for a free rental performance analysis and learn how we can help your property reach its full potential.

Visit nccottages.com to get started.