PLUM GUIDE
The client
Plum Guide is a premium home-rental platform known for its exceptionally high standards. Every home is carefully vetted and accepted only if it meets Plum’s strict quality and design criteria. The brand stands for trust, taste, and thoughtful travel, and their copy needed to match these values.
The brief
I helped Plum keep on top of their growing listings by writing home descriptions that stayed true to their distinctive tone of voice while helping guests feel confident about booking a home.
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I highlighted the qualities photos can’t capture, keeping transparency front and centre while painting an inviting, accurate picture of each home, without ever over-selling.
Results
With some creative thinking, a little research and a couple of tweaks here and there, the final descriptions:​
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Sound unmistakably “Plum”
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Help guests self-select the right home
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Build trust through clarity and transparency
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Increase the likelihood of bookings by setting accurate, appealing expectations
By staying transparent while still highlighting each home’s best qualities, the copy encourages confident, happy bookings... and fewer surprises after check-in.