I frequently modify the headline value to do things such as:
#1 Winter Discounts Available
#2 Book now for summer
#3 Flash Sale - Book by Feb 15 for a $25 per night discount
I recently started doing these flash sales to give a boost to properties that needs a nudge and it has actually resulted in bookings each time.
It is just cumbersome to go in and change them when you have numerous properties.