It’s 2013, and if your business doesn’t have it’s own attractive website, no one is going to take you seriously. Most vacation rental owners rely solely on listing sites for marketing, ignoring the fact that most travelers will Google the name of the rental and the name of the owner before forking over cash, writes Bigger Pockets.

A strong and democratically endorsed online reputation is obligatory in today’s business environment, replete with multiple channels, surround-sound words of praise and basic search engine optimization. If a guest can’t find you (or your rental) anywhere online outside of your listing page, you’ve failed them. Miserably.

Read the full list of what renters want here.