“You have to really get under the cover of knowing who it is you’re trying to attract. If you don’t know that, you are not going to succeed.” — Suzy Turnbull How does a single-property host in Panama grow from 10% to 80% direct bookings in just over two years? In this episode of Booked Solid, Gil sits down with Suzy Turnbull, author of 5-Star Hosting Made Simple and a former marketing executive who turned her Buenaventura villa into a thriving direct booking business. Suzy shares the exact progression of her direct booking growth year by year, the infrastructure she wishes she’d built sooner, how a single conversation with Canadian birdwatchers reshaped her entire guest experience, and why hospitality — not just tactics — is the real engine behind repeat bookings. If you’re a host or property manager who wants to move beyond OTA dependency but doesn’t know where to start, this one’s for you. Summary and Highlights 🌱 Meet Suzy Turnbull Suzy Turnbull is the author of 5-Star Hosting Made Simple, a practical guidebook for independent short-term rental hosts with one to four properties. Her background is firmly rooted in marketing — she holds a Master’s in Digital Marketing from the IDM in London and has spent the last few years expanding her expertise into AI for marketing, with a focus on the practical use of generative AI tools for small business owners. Before becoming an author and consultant, Suzy spent seven years running a highly successful five-star short-term rental in Panama, Central America. She started with no prior industry experience, built the business from the ground up, and eventually moved it from hobby hosting into a full-fledged professional operation. Today, she combines that real-world hosting experience with her marketing expertise to help independent hosts simplify operations, build trust, and create standout guest experiences. Before our conversation, Gil and Suzy had met briefly, and it was clear almost immediately that she had packaged years of hard-won lessons into something genuinely useful for the industry. This episode is an attempt to unpack some of those lessons — especially the ones that helped her grow direct bookings from barely anything to 80% of total reservations. 💡 Why Direct Bookings in Short-Term Rentals Demand a Marketing Mindset One of the first things Suzy emphasized is that marketing isn’t a separate activity you bolt on once your site is live. It’s the foundation of the whole operation. And most hosts, she noted, shy away from it — not because they don’t care, but because it feels overwhelming. “They find it painful to think about how to do this,” Suzy told Gil. “Most people don’t know how to do that.” Her message throughout the conversation was that direct bookings in short-term rentals don’t happen because you built a nice website. They happen because you did the research, defined your ideal guest, understood your competition, and crafted a clear offer around a specific person you wanted to attract. Everything else follows from there. This echoes what CraftedStays has written about using your ideal guest avatar as an acquisition strategy — a decision that shapes every downstream choice you make. 📈 The Real Timeline: From 10% to 80% Direct Bookings Suzy walked Gil through the actual year-by-year progression of her direct booking growth, and this part is worth paying attention to because it’s refreshingly honest. Year one, roughly 10% of her bookings were direct. Year two, she hit around 30% — below her own target but steady. It was in the final six months of her operation that direct bookings jumped to 80%. And she was candid: sustaining 80% long-term would have been difficult. A more realistic mature state, she said, was probably 60–70%. What drove the acceleration? A combination of search visibility, Google Maps presence, guests finding her villa’s name in OTA listings and searching for it directly, and a growing pool of repeat bookers from Canada who loved escaping winter in Buenaventura. For hosts wondering how realistic direct booking growth looks, this guide on building a scalable direct booking strategy pairs nicely with Suzy’s real-world numbers. 🧱 The Infrastructure Suzy Wishes She’d Built Sooner Suzy’s biggest regret? Waiting six months to launch her direct booking website. She told Gil she missed real opportunity in those early months — and she wants other hosts to learn from it. Before accepting direct bookings, she laid down a few non-negotiables: On mobile especially, reducing friction is everything. CraftedStays’ PEF Framework for mobile booking covers what that looks like in practice. 🐦 The Birdwatcher Story (And What It Taught Her About Listening) One of the best moments in the conversation came when Suzy described a group of Canadian birdwatchers who stayed at her villa. They casually mentioned they’d spotted 40 bird species during their stay. Instead of filing that away as a cute anecdote, Suzy acted on it. She bought a bird-spotting telescope, stocked a bird guide, and created a downloadable “how many birds can you spot?” checklist. She wrote blog content around it. She leaned into a niche within her niche. That one piece of guest feedback turned into a durable marketing asset — and a clearer sense of who her property was actually for. Her advice to every host: read your reviews carefully. The sentiment is always there. And don’t stop at your own reviews. Look at two or three of your closest competitors’ reviews too. The nuggets hiding in there are genuinely useful for sharpening your positioning. 🛏️ The Smallest Change That Made the Biggest Difference When Suzy’s family decided to morph from hobby hosting into a full-time operation, they raised their standards. The simplest change they made? Upgrading to high-quality beds that could be configured as either twins or a king. It sounds trivial. It wasn’t. Guests loved being asked how they wanted the bed configured. It signaled hospitality. It signaled care. And it expanded who the property could realistically serve — from couples to families to friend groups — without changing a

Most hosts launch a direct booking site and then wait. They post occasionally. They hope something goes viral. And when bookings don’t come, they quietly go back to Airbnb. Emily Lethgo built something different — and she did it in the Smoky Mountains, one of the most competitive short-term rental markets in the country. Starting with a single cabin and a marketing background, she spotted a gap that most operators still haven’t filled: the space between having a great property and actually getting people to discover it. In this episode of the Booked Solid Show, Emily shares how she went from a Facebook post offering to photograph 10 cabins for free, to building Matchpoint Socials — a boutique, full-service marketing agency working exclusively with short-term rental brands. She opens up about what consistency really looks like in practice, why a viral post is actually the worst thing to chase, how she structures her team so every client gets five specialists instead of one overloaded generalist, and what she tells hosts who are wondering whether social media is actually worth the effort. If you’ve ever felt like you’re doing all the right things but not seeing traction — this one’s for you. Summary Highlights 👤 About Emily Lethgo Emily Lethgo is the founder of Matchpoint Socials, a boutique social media marketing agency built exclusively for experience-led short-term rental brands. Based in Knoxville, Tennessee, Emily and her seven-person team serve as a full outsourced marketing department for vacation rental operators who want consistent visibility — without having to figure it all out themselves. Her journey into this niche wasn’t planned. After purchasing a cabin in the Smoky Mountains in 2021, Emily started sharing the journey on social media the way she naturally knew how — through her marketing background. Within weeks, she had an email list of people asking to be notified when the cabin went live. That moment crystallized something important: hosts were building beautiful properties but leaving the demand-generation piece almost entirely to Airbnb. She started with a bold move — posting in a Smoky Mountain STR Facebook group and offering free content creation to 10 hosts. Over 50 people responded. She handpicked her portfolio, spent the next month visiting properties, and the rest, as she puts it, just took off. Today, Matchpoint Socials offers a full suite of services: organic social media management, paid ads, email marketing, and influencer coordination. Emily’s team structure is intentional — one graphic designer, one social media manager, one strategist, and specialists in each lane — so every client gets a focused team rather than a stretched-thin generalist. You can connect with Emily at: 🔗 Instagram: @emilylethgo | @matchpointsocials 🌐 Website: www.matchpointsocials.com 🔑 Key Takeaways from This Episode 🚫 Stop Chasing Virality — Start Building a System One of Emily’s most grounding pieces of advice: virality is exciting, but it’s not a strategy. She’s watched clients go viral and still not see a meaningful uptick in bookings — because the foundation wasn’t there to capture it. What actually works? Showing up consistently. Every week. With posts that have a clear hook, a clear call to action, and a specific person in mind. As Emily puts it, every post should have a purpose. If you can’t answer “who am I talking to right now and what do I want them to do?” before you hit publish — it’s not ready. This connects directly to what so many hosts discover when they start working on social media content strategies that drive direct bookings: consistency compounds. A viral post is a spike. A system is a slope. 📐 Quality Over Quantity — Always Emily pushes back hard on the idea that more content equals more results. She’d rather a host publish 12 intentional, well-crafted posts per month than 30 rushed ones. The goal isn’t volume — it’s impact per post. This is especially important for hosts managing everything themselves. The pressure to post daily is real, but it often leads to content that doesn’t convert. Emily’s team evaluates every piece of content through a simple lens: does this make someone stop scrolling, feel something, and take action? If the answer is no, it doesn’t go out. 🎯 Know Your Ideal Guest Before You Create Anything Before you open your camera or type a caption, you need to know who you’re creating for. Emily makes this clear to every new client: the content strategy is only as strong as the clarity around the guest avatar. This shapes everything — the hook, the format, the platform, the tone. A property targeting romantic couples in the mountains is going to look and sound completely different from one targeting large family reunions. When you write to everyone, you reach no one. Copywriting for direct booking sites follows the same principle — and so does every post that’s going to send traffic to that site. 📈 The Marketing Channels That Actually Compound Emily’s agency has evolved well beyond posting. Over the past year, she’s expanded into three core add-ons that she now sees as essential pillars of a complete direct booking strategy: Paid Ads: Organic is the foundation, but ads amplify what’s already working. Emily encourages hosts to get their organic content performing first — then layer in paid spend to accelerate reach. Email Marketing: This is where the long game really pays off. Unlike social media, where reach is algorithm-dependent, an email list is owned. Every subscriber is someone who raised their hand. Emily’s team tracks click rates and engagement closely, making email one of the most measurable channels they manage. If you want to understand how email fits into a broader direct booking strategy, the complete guide to collecting guest emails is worth reading. Influencer Coordination: What makes Matchpoint Socials’ approach different here is the Rolodex model. Instead of one-off partnerships, Emily’s team builds ongoing relationships with vetted influencers. When a new client needs one, she already knows who’s a fit, what they’ve delivered, and what to expect. Unique

“Take the cheat code — go find someone who’s done it, who’s done it well, and learn from them.” — Dan Rivers If you’ve been thinking about revenue management as a single lever you pull once in a while, this episode is going to shift your perspective. Dan Rivers has been in real estate since 2005, navigating everything from high-rise condo management on the beach to flipping homes to building a thriving short-term rental portfolio — and he’s learned most of it the hard way. Today, as co-founder of SynergyStays, a revenue management company serving STR operators in the U.S. and Mexico, Dan brings a no-fluff, results-first approach to how operators think about revenue, occupancy, and direct bookings. In this episode of Booked Solid, Dan and Gil go deep on what it actually takes to stop being just “good” and start being great at running a short-term rental business. You’ll hear how Dan transitioned from acquiring more and more doors to building a scalable business designed around his lifestyle, why revenue management is far more than nightly pricing, and how pushing your clients toward direct bookings is becoming a non-negotiable part of any solid revenue strategy. Summary and Highlights 👤 About Dan Rivers Dan Rivers is the co-founder and Business Development Manager at SynergyStays, a short-term rental revenue management company helping investors and property managers maximize profitability. With nearly 20 years in real estate, Dan has facilitated over $100 million in transactions spanning traditional sales, fix-and-flips, long-term rentals, commercial properties, and short-term rental management. His background spans large-scale property management on the beach to high-rise condo portfolios, and he’s since channeled that experience into building a revenue-focused company alongside partners Mike and Jake. Beyond real estate, Dan is a devoted family man, an avid world traveler, and someone who deeply believes in building a business that works with his life — not the other way around. He’s operated in markets across the U.S. and Mexico, and SynergyStays currently serves operators from Charleston, South Carolina to Pittsburgh and beyond. 🔑 What You’ll Learn From This Episode 🏗️ From Shiny Object Syndrome to Strategic Focus Dan’s journey through real estate mirrors a path a lot of operators recognize. He’s done flips that netted a million dollars and flips that cost him $80,000. He’s chased strategies he found on BiggerPockets and learned — sometimes painfully — that chasing everything often means mastering nothing. His word of the year is “focus.” And that wasn’t an arbitrary choice. It came after years of spreading across multiple strategies, being good at many things but never great at any single one. What changed was recognizing that true scale comes from identifying where you add the most value and going all in there. For Dan, that place is revenue management. His partner brings over a decade of experience in the craft, and Dan brings the business development engine. Together, SynergyStays positions itself as the golden shovel — not the one digging for gold, but the one everyone who’s digging needs. 📊 Revenue Management Is More Than Pricing This is the part of the conversation most operators need to hear. When Gil and Dan talk about revenue management, they’re not talking about setting a minimum nightly rate and letting dynamic pricing do the rest. SynergyStays takes a comprehensive approach that includes: Cancellation policies — Dan points out that overly strict policies are quietly hurting operators. If you’re heavily reliant on OTAs, a stringent cancellation policy affects your search algorithm placement, which directly impacts your occupancy. Loosening your policy can feel like a risk, but it often opens up more booking opportunities than it closes. AB testing listing elements — Photos, titles, descriptions, and length-of-stay minimums are all tested and iterated on a regular basis. Every Monday, the SynergyStays team reviews what booked over the weekend, what could have been priced better, and what they want to test next. Weekday occupancy strategies — Dan shares how his team identified open weekdays across their client portfolio in January and built a specific strategy around them. The result? An 18% year-over-year increase in weekday occupancy for March — booked 30 to 45 days in advance, not last minute with heavy discounts. Guest ratings as a revenue lever — Every 0.1% drop below a 5-star rating can cost an operator up to 10% in revenue potential. That’s not a number to ignore, especially as Airbnb’s algorithm continues to evolve. If you want to go deeper on how listing optimization and OTA positioning affect your overall performance, this piece on vacation rental marketing strategies is worth reading alongside this episode. 🌟 Superhost Is Out. Guest Favorite Is In. Here’s something a lot of operators haven’t caught on to yet: Superhost is no longer the primary signal Airbnb’s algorithm is rewarding. Dan and his team are seeing a clear shift toward Guest Favorite as the badge that actually moves the needle on search placement and bookability. What goes into Guest Favorite? It’s not as simple as a high star rating. Dan and Gil walk through what they’re observing: This is exactly why relying on any single signal is risky. The algorithm is always moving. You need someone — whether that’s a revenue manager or yourself — actively watching it. And as Dan points out, if your direct booking volume starts pulling guests away from Airbnb for stretches of time, that could affect your visibility there too. It’s a balance worth managing intentionally, not accidentally. For more context on how Airbnb’s policy changes are reshaping the landscape for operators, check out this breakdown of Airbnb’s 2025 changes. 📧 Orphan Nights, Email Lists, and the Direct Booking Advantage This is where the conversation gets really tactical. Dan and Gil both operate in a world where OTA dependency is a risk, not a strategy. One of the clearest examples they discuss is orphan nights — those one or two open days sandwiched between existing bookings. On an OTA, filling orphan nights usually means racing to the bottom

“Guests want and deserve answers instantly — and when you learn the art of great communication, they’ll keep talking to Zoe even after they find out she’s AI.” — Sabrina Mulligan What happens when a guest asks mid-conversation, “Are you AI or human?” — and then just keeps chatting anyway? That’s not a glitch. That’s the goal. In this episode of the Booked Solid Show, Gil sits down with Sabrina Mulligan, AI-First Hospitality Brand Strategist at Zzzing — a tech-driven hospitality brand managing over 550 keys across hotels, vacation rentals, and boutique guesthouses in Malta. Sabrina has spent the last three years at the intersection of brand, guest experience, and AI, building systems that let a growing portfolio still feel personal, local, and boutique. What unfolds in this conversation is genuinely rare. This isn’t a surface-level talk about chatbots saving time. Sabrina walks through exactly how she built an AI character named Zoe, how she earned her team’s trust, and how that trust translated into 80–85% of all guest and owner communication being handled by AI — without losing the brand’s soul. Whether you’re just starting to explore AI for guest communication in short-term rentals or you’re already using automation and want to level up the experience, this episode will shift how you think about hospitality in the age of AI. Summary and Highlights 👤 Meet Sabrina Mulligan Sabrina Mulligan is an AI-First Hospitality Brand Strategist at Zzzing, a tech-driven hospitality brand in Malta managing a diverse portfolio of hotels, vacation rentals, and boutique guesthouses. Over the past three years, she has scaled the portfolio from 50 to 550+ keys while keeping the brand deeply guest-centric. Before hospitality, Sabrina spent a decade in media and another decade partnering with global tech brands through the ICE Campus in the Mediterranean. That combination gave her a rare lens — what can technology do for hospitality without losing its soul? She’s also an award-winning children’s book author, and if you listen closely, you’ll hear that creative instinct woven into everything from how she writes AI policies to how she thinks about the feelings a guest experiences from the moment they book. Connect with Sabrina on LinkedIn: linkedin.com/in/sabrinamulligan 🤖 Zoe: Building an AI That Sounds Like Your Brand When Sabrina started Zzzing’s AI journey about 11 months before this recording, the first challenge wasn’t technical. It was cultural. Her team worried that AI would make the brand feel cold. That it would hallucinate. That guests would notice. So before a single policy was written, Sabrina did something unusual — she introduced the team to Zoe as a character. She ran exercises with the team: What does Zoe look like? What are her three favorite actresses? What personality traits does she have? How does she handle empathy? Local expertise? Friendliness? The result wasn’t just a persona. It was alignment — a shared understanding of who Zoe is and what she stands for. And that internal clarity made everything that followed easier. The team became collaborators in Zoe’s development rather than skeptics watching from the sidelines. Today, Zoe handles roughly 80–85% of all guest communication — and owner communication too, which Sabrina describes as an even quicker win. Want to know how she structured that and what policies made the difference? That’s exactly what Sabrina unpacks in the episode. 🏠 Why Owner Communication Was the Faster Win Most operators think about AI for guests first. Sabrina went there too — but she quickly discovered that AI for owner communication was arguably the faster, cleaner win. Owners on property management agreements tend to ask the same questions repeatedly: What was that maintenance invoice for? Who booked my property this week? Are you on track to hit the monthly target? Because Zzzing uses an AI-powered PMS that aggregates data across sources, Zoe can pull the exact service call, tie it to the specific reservation, and give the owner a full, confident answer — instantly. That’s the gap Sabrina draws between a chatbot and true AI: the ability to reason across connected data, not just retrieve pre-written responses. This is the kind of consistency that building and managing a growing team of humans simply can’t match at scale — and it frees the human team to focus on moments that actually need a person. 💬 The Art of Writing AI Policies That Feel Human Here’s where Sabrina’s media and storytelling background becomes a genuine competitive advantage. Early in the process, her team wrote policies the way most people would: factual, direct, functional. Checkout is at 10 am. Here are the pool hours. These are the rules. That produced exactly what you’d expect — answers that felt like a policy manual. The shift happened when Sabrina started writing policies the way a thoughtful host would speak. With a trigger. With feeling. With acknowledgment of what the guest might be experiencing at that moment. Instead of “checkout is at 10 am,” the policy became: “We hope you loved your stay in Malta. Checkout is at 10. Want us to check if we can extend?” That’s not just a warmer tone. That’s emotional intelligence baked into the system — and when applied consistently across hundreds of conversations, it produces something remarkable. Guests are asking more questions than they would with a human. Conversations flow naturally on WhatsApp. And occasionally, a guest pauses mid-conversation to ask if they’re talking to AI — then simply continues anyway. If you want to understand how to build AI policies that actually protect and elevate your brand voice, this part of the conversation alone is worth the full listen. You can also explore how platforms like CraftedStays are thinking about AI and STR content for modern search — the parallels are closer than you might think. 🎂 Hospitality Is a Feelings Business One of the most memorable moments in this episode isn’t about AI at all — or rather, it’s about what AI makes possible for humans. Every morning, Zzzing runs a prompt through their AI

What if the key to more direct bookings had nothing to do with algorithms, dynamic pricing, or paid ads — and everything to do with who you are and who you want to serve? That’s exactly what Yvonne Halling discovered when she transformed her four-room bed and breakfast in the Champagne region of France from a €10,000-a-year hobby into a €100,000-a-year business — without a single listing on Booking.com or Airbnb. On this episode of Booked Solid, Yvonne breaks down the direct booking business principles she developed over years of trial, error, and award-winning results — and why they’re just as relevant today as they were when she first built the system. Whether you’re just getting your first property off the ground or you’ve been in the game for years and feel stuck, this conversation will challenge how you think about hospitality, pricing, and your relationship with your guests. Summary and Highlights 👤 Meet Yvonne Halling Yvonne Halling is the founder of BedAndBreakfastCoach.com and the creator of the B&B Money Maker Business Transformation Program, where clients typically grow their revenue by at least 25% in a single season — while paying fewer commissions, working less, and genuinely enjoying the process. She ran her own B&B in the Champagne region of France for 17 years. She started as a hobbyist, making less than €10,000 a year. By applying a set of timeless business principles and building a direct booking ecosystem from scratch, she grew to over €100,000 annually with just four rooms and no OTA listings whatsoever. She’s won multiple hospitality and marketing awards and now coaches independent hospitality owners worldwide to do the same. Her mission is straightforward: return power to independent hosts, restore them to the heart of their communities, and equip them to run their businesses on their own terms. 🧭 What You’ll Discover in This Episode 🎯 Principle #1 — Know Exactly Who You’re Welcoming The first and most foundational principle Yvonne teaches is deceptively simple: decide who your guest is. When you try to market yourself to everyone, you become a commodity. And the only point of differentiation for a commodity is price, which is, as Yvonne puts it, “a really bad place to be.” To find your ideal guest, she offers a three-circle framework. Draw three interconnected circles on a piece of paper. The first circle represents your location — where you operate. The second represents why people visit your area. The third represents you — your passions, your interests, what you love to talk about. Where those three circles overlap is your sweet spot — and that’s where your value lives. This isn’t just a marketing exercise. It’s the foundation for everything that follows. Without clarity here, you’ll keep competing on price with hundreds of other hosts who look exactly like you. With it, you start building something nobody else can replicate. This connects deeply with what we’ve explored in Building a Direct Booking Niche That Fills Your Calendar Year-Round and Niche Marketing Strategies for Short-Term Rental Hosts with Nihal Salah. 📊 The Value Pyramid — From Hobbyist to Expert Once you know who you’re serving, the next step is positioning yourself in a way that commands respect and premium pricing. Yvonne maps this out through what she calls the Value Pyramid. At the base are the hobbyists — hosts who treat their property like a side hustle, often reluctant to meet guests, relying on anonymous key entry, and booking whenever it suits them. There’s nothing wrong with being here, but know where you stand. One level up are the generalists — professional hosts running their properties for profit, but without a defined guest. They market to everyone, compete on price, and often feel frustrated that guests always seem to want a discount. This is the most crowded and most dangerous tier, and dynamic pricing — while popular — can actually reinforce this problem by training guests to book late for better deals. Above that are the specialists — hosts who’ve identified a specific type of traveler and built their entire experience around them. They’re not waiting for guests to arrive; they’re actively going after the people they most want to welcome. They know where to watch the sunset, which producer makes the best champagne in the region, and which trail is best for a morning hike. That knowledge has value, and guests will pay for it. At the very top sits the expert — someone who becomes the definitive voice on a specific topic or experience in their area. Getting there takes time. But Yvonne makes a compelling promise: wherever you are, nobody in your area is doing this. The specialist and expert categories are wide open. 🧠 The Mindset Shift That Makes It All Work Here’s what separates this framework from most marketing advice: it starts in your head before it shows up in your marketing. Yvonne is clear that the journey from generalist to specialist is first a mindset journey. There’s imposter syndrome to overcome — the voice that says “I don’t know enough,” or “what if they don’t like me?” Especially, she notes, for women. Gil drew a parallel to Psycho-Cybernetics — the classic book on reprogramming the mental image you hold of yourself before your behavior can change. Yvonne agreed: you have to see yourself as the specialist before anyone else will. This isn’t motivational fluff. It’s the prerequisite. As she put it — and this is worth sitting with: “It is really a leadership thing. Leading your guests.” 💬 The Guest Communication System — From Stranger to Loyal Guest 🤝 Once you’ve positioned yourself and know who you’re serving, the next framework Yvonne introduces is the guest communication system — a series of intentional touchpoints that guide a guest from the moment they book through to their next stay. Most hosts drop the ball here. They wait for guests to arrive. They send a check-in message. They hope for a good review. That’s passive. Yvonne’s model is the opposite. She

“If you can two x your conversions and you’re already making $50,000 on direct — you could be making $100,000.” — Patryk Swietek There’s a version of building a short-term rental business where you grind market by market, property by property, hoping something sticks. And then there’s the version Patryk Swietek built — one that compounds. Patryk is the co-owner of The Cohost Company, one of the most recognized short-term rental brands in Joshua Tree, California. With 130 doors under management, a social following that doubled in six months, and a direct booking funnel generating over 720,000 monthly views on Instagram, Patryk has turned market focus into an unfair advantage. On this episode of Booked Solid, Patryk joins Gil to unpack how he scaled from a single Smoky Mountains property to acquiring entire property management companies, why niching down in one market is the single greatest lever most operators overlook, and the exact Instagram-to-email-to-booking funnel his team is running right now. Whether you’re just getting started with direct booking strategies or managing a growing portfolio, this conversation will change how you think about growth. Summary and Highlights 👤 Meet Patryk Swietek Patryk Swietek is the co-owner of The Cohost Company, a full-service short-term rental property management company based in Joshua Tree, California. He entered the industry in 2018 working for AvantStay, where he trained directly under one of the founders before launching out on his own during COVID. After buying his first property and scaling to five owned units, Patryk shifted gears — purchasing his first property management company instead of adding properties one by one. That strategic move unlocked economies of scale he couldn’t have achieved otherwise. Today, The Cohost Company manages 130 doors in one of the most competitive desert markets in the country, with Patryk and his business partner Josh focused almost entirely on revenue-generating activities: pricing, marketing, and owner relationships. Patryk is also the host of the Patryk Real Estate Show podcast and a sought-after speaker in the STR space. 🏗️ Why Buying a Property Management Company Changed Everything Most co-hosts grow their portfolio one contract at a time. Patryk took a different approach. When the opportunity came to acquire a bundle of 15 management contracts, he took it — even without knowing everything about what he was buying. What he found was a falling knife. Owners wanted to leave, communication had broken down, and revenue was underperforming. But within the first month of taking over, Patryk and Josh drove 30% more revenue than the previous owner by adjusting pricing alone. Then came new photography, new systems, and a full team overhaul. The company turned around fast. That experience shaped everything that followed. Patryk went on to acquire three more companies, including a recent strategic merger with a 25-unit operator whose owner became their Director of Operations. The lesson isn’t that acquisitions are easy. It’s that when you have the right team behind you, you can move faster and serve owners better than a solo operator ever could. If you’re curious how other operators have scaled STR portfolios with intention, this kind of structural thinking is what separates growth from chaos. 🎯 The Power of One Market Patryk sold his Smoky Mountains property to go all-in on Joshua Tree, and he has no regrets. He explains why with a simple question: if two property managers are competing in the same market — one focused on five markets, one focused on one — who has the better pulse on pricing, demand patterns, and guest behavior? The answer is obvious. But the implications go further than most operators realize. When you’re deeply embedded in one market, you get economies of scale with vendors (negotiate better prices by offering volume), operations (one team, one supply chain, one office), and data (130 live units generating real-time revenue intelligence that no scraper tool can match). Patryk’s team can look at their own portfolio and tell you exactly which property type performs best in Joshua Tree, which weeks have hidden demand that pricing tools miss, and which features justify a premium. That’s the kind of market knowledge that makes understanding your ideal guest avatar feel more like science than guesswork. And from a direct booking perspective, one market means one focused audience — one Instagram feed, one email list, one brand story. The Cohost Company isn’t trying to be everywhere. They’re trying to own Joshua Tree. 📲 The Instagram Funnel That’s Driving Real Bookings This is where the episode gets tactical. Patryk and his team have built what Gil calls a “beast of an engine” — a top-to-bottom direct booking funnel that starts with content and ends with conversion. Top of funnel: Instagram content. Working with social media strategist Dustin, The Cohost Company posts daily reels designed specifically for their guest avatar — millennials aged 25 to 40 who discover Joshua Tree stays through Instagram. They focus on high-quality short-form video and have become deeply intentional about what hooks get views. Their most recent breakthrough: an all-AI reel built entirely from photos turned into video, featuring people who were never actually there. It hit 120,000 views in one week. Their last 30 days generated 720,000 total views. Building a consistent content presence like this is one of the clearest paths to organic direct booking growth. Middle of funnel: email capture and drip. Every follower who engages gets offered a 10% discount in exchange for their email. Once they’re in, a 10-email drip campaign runs on automation, building the relationship over time while seasonal promotions keep the brand top of mind. This mirrors what the most sophisticated operators in the space are doing with guest retargeting and email marketing — the hosts building these systems now will be far ahead when OTA policies shift again. Bottom of funnel: the booking site. Patryk’s team is actively testing conversion improvements on their direct booking website. Fewer clicks. Better mobile experience. Intentional CTAs. As Gil points out, 95% of guests don’t book on their first