I do not want to take total credit for all of the following information. I have combined a couple of suggestions from other property owners along with my own opinions about the true importance of your property heading.
Property headlines are the most valuable real estate you have on any listing site. If your listing’s heading is not compelling enough to draw someone in to click on it, your headline is your weakest link. It won’t matter if you have great photos, copy and fantastic rates if no one clicks through.
Do not use the headline for the property name because those characters could be used for something far more important to the traveler. You need to think like potential guests–they want features and benefits that match their needs/wants. If you put “TreeHouse Hideaway” in my headline/title, you have used up 18 characters that could have said something much more valuable to the traveler: “WiFi – Hot Tub – Jacuz…” would fit in the same space.
I feel that you should not need to put number of beds/baths in your headline, unless you have 3 bedrooms and all have a king bed. I would definitely say “3 King BRs” in title. Three couples traveling together would be thrilled to know that they don’t have to flip a coin to see who gets the 1 King BR and the others get the Queen BRs, or even the room like mine that is bunk beds.
The most visually distinct part of your headline is the last few words. When you scan down the listings, it’s the tail end of each listing that sticks out because there’s white space (negative space) at the end. So the last thing in your headline should actually be one of the most important aspects of your listing. It could be “April $135/night” or “Pets OK” or “WiFi”, mine, (http://rentini.com/en/properties/luxury-log-cabin-on-golf-course), starts with the word “Luxury”, and ends with the words “On The Golf Course.” Whatever you choose to put at the end gets extra visibility by virtue of its location, so think twice about what might be most interesting to potential guests.
Finally, if you can and have the space…put a call to action or urgency in your headline. Phrases like “Booking Fast” or “New Photos!” or “July 7-17 Now Open” may encourage a click thru.
Good luck and remember to review your headline/listing title every month to make sure it’s not out of date and look for opportunities to freshen it up when needed (new season, announce improvements, specials, cancellations, etc.) Make your headline work for you!