You dread your Inbox because every time you log-on it seems that yet another one of your competitors has posted a great flash deal.

You console yourself with the knowledge that though they will probably increase their business, they are definitely losing their shirt in the process.

You go back to what you were doing, but can't rid yourself of the niggling feeling that maybe you are wrong and missing out on great new marketing tool for your property. If everyone is doing it, how bad a proposition can it really be, despite what you've read recently? But since everyone is doing it, it seems too late to actually ask anyone if what you've heard or thought is correct without admitting that you don't really understand how these sites work.

Don't worry – you don't have to. Below are the 3 most common fears and misconceptions held by property owners about flash, group and private sale sites:

Misconception: I'd be lucky to break even – forget about turning a profit

Reality: Since it is free to post your deal with all of the services, you only pay for the customers you get. It's the least risky and most quantifiable type of advertising that a hotel can participate in. Ask yourself: Does the ad you place in a magazine, newspaper or website bring you new customers? With a flash deal site your advertising cost is based only on the new customers received. What are the key metrics for measuring ad performance across advertising channels? Many channels can't quantify what their rate of return is beyond clicks to your site. If you participate in Google AdWords, do you know how much each reservation earned through that channel costs? Think about these questions when creating your online marketing strategy and considering the no-risk prospect of flash sale advertising.

Misconception: I have no control

Reality: It's true that some sites have very strict guidelines and it's their way or the highway. But with so many flash sale sites competing for traffic, consumers and mind-share, there now exist many that are happy if you're happy and allow you to structure the deal in a way that works for you. Make sure you pick the right partner that allows you to decide how your property is marketed, how many rooms you are offering, how long to run the deal and the price you are offering.

Misconception: I can't compete with the 5-star resorts – My property will look like small potatoes in comparison

Reality: That so many luxury resorts are offering flash deals speaks loudly to the fact that many people can't afford them and are looking for alternatives, which make this the perfect time for more moderately-priced, regional and niche properties to jump in and grab those travelers for whom the Ritz is still too ritzy even at half the price!

Mary Song is the Founder of Yuupon, the unique flash travel site that offers deep discounts on a wide variety of accommodations and the unprecedented flexibility to buy now and book later, receive refunds and conduct transfers while never being subject to group minimums. A travel industry veteran, Mary is also responsible for launching numerous successful companies including Beach Houses Magazine and Rent101, one of the founding sites of Homeaway.com.