In this week’s episode of Booked Solid Show, formerly Direct Booking Simplified, we sat down with Paul Anderson—also known as The Social Media Hotelier. Paul is a marketing strategist specializing in leveraging Instagram to drive direct bookings for short-term accommodation businesses. As a retired guest house owner, international bestselling author, and expert in consumer psychology, Paul transforms complex marketing concepts into actionable strategies tailored for hosts. Known for his practical insights and engaging delivery (and yes—his now-iconic orange beanie), Paul helps hosts cut through the noise and turn lookers into bookers with ease. Paul’s journey—and his proven framework—offers a timely reminder: social media isn’t about going viral. It’s about showing up, consistently, for the guest you actually want to host. Summary and Highlights We covered a lot in this conversation, but here are the takeaways that really stood out: 🎯 Post Less. Measure More. Paul doesn’t believe in endless posting. In fact, it almost broke him. Instead, he came back with structure. Three posts a week. Same time, every time. And most importantly: a system for tracking performance, so he could double down on what worked and ditch what didn’t. “I was halfway through a 30-day content challenge, and I found myself tossing and turning at 2 AM trying to come up with something to post. I realized the content was rubbish—and it was hurting my mental health.” 📊 Track What Actually Matters Paul is not impressed by follower counts or vanity metrics. What does he look for? He teaches his students to measure profile conversion rates—how many visitors hit ‘Follow’—and link clicks, because that’s where bookings begin. Not likes. Not reach. Just action. “Link clicks as a proportion of profile visits is the holy grail. There is no target. What we want is everyone who visits our profile to hit the link in bio and come off the platform… and ask three things: Do they have vacancies? Can I afford them? Where’s the book now button?” Paul’s 3 Quick Wins for Better Instagram Performance Before wrapping up, Paul shared three specific, actionable tactics that every host can implement today to improve their Instagram strategy: 1. Optimize your Instagram name fieldThe name field (that bold line right under your profile photo) is keyword gold. It’s one of the first things Instagram’s algorithm scans when users search. Instead of repeating your handle, use keywords your guests are likely searching—like “Smoky Mountain Cabin” or “Pet Friendly Rental Lake Tahoe.” It’s simple SEO that most people miss. 2. Always post in 4:5 portrait formatTall images (1080×1350) take up more screen space, helping your content stand out in the feed. Square or horizontal content gives away real estate to other posts—and can reduce visibility. For reels and feed posts alike, fill the screen. 3. Don’t stress about trends. Focus on fundamentals.Forget the trending audios and the perfect posting time. Instead, get clear on who your ideal guest is, what they care about, and how you can communicate that consistently. Nail the basics. Everything else is just noise. “If you haven’t got the fundamentals down, you’re literally doing the proverbial in the wind and hoping something sticks. It’s a complete waste of time.” These aren’t hacks—they’re habits. And they compound when practiced consistently. Want to Go Deeper with Paul? Paul’s coaching program, Instabooked, is packed with practical tools for hosts who want to stop posting aimlessly and start building momentum. It’s not a content template library or a done-for-you service. It’s a system you can own—built from trial, error, and a whole lot of spreadsheets. And Paul is offering 30% off Instabooked exclusively for our listeners and subscribers.🎁 Use code CRAFTED at checkout:👉 thesocialmediahotelier.com/instabooked Rapid Fire with Paul Anderson As always, we wrapped up the episode with a few quick questions: 📚 One book everyone should read?Decline and Fall by Evelyn Waugh (for laughs), and Building a StoryBrand by Donald Miller (for clarity). ⚡️ One piece of tactical advice to take action on today? Connect with Paul Want to reach out or follow along with Paul’s latest content? Final Thoughts This episode wasn’t about hacks or algorithms. It was about getting back to the fundamentals—knowing your guest, telling your story well, and building trust at every touchpoint. And if you’re looking to build a website that reflects those same principles—clear messaging, fast performance, mobile-optimized for bookings—our team at CraftedStays is here to help. We believe great hosting deserves a great online presence.🧡 craftedstays.com Transcript Paul: And so the journey from the piece of content to the profile and onto the website need that, that slide as such needs to be as smooth as possible. Link clicks is a proportion of profile visits, is the holy grail. There is no target for that. What we want is everyone who visits our profile to hit the link in bio and come off the platform, see our beautiful website, and essentially within the hope that they would have only three questions. Paul: Does this host have vacancies? When I want to travel, can I afford them? And where is the book now button? Gil: Hey folks. Welcome back to direct booking simplified, where we break down the strategies and tactics to win in direct bookings on today’s show. I have Paul Anderson, Paul, welcome to the show. Gil: Yeah, Paul: spoke last time. Very, very excited to share direct booking tips with your Gil: yeah. I’m, I’m glad to see the, the orange beanie again, uh, the very on brand. Paul: Yeah, it’s also very, very cold here, so it is keeping my head warm at the moment. The United Kingdom is kind of frosty and snowy and floody at the minute, so yeah. Gil: Do you, uh, do you wear the beanie in the summers as well too? Paul: Ordinarily, no. So, the beanie was bought, um, when My firstborn was very, very young and we lost him very briefly in a crowd. And I’m sure as most parents would remember, if you lose a child, even for five seconds, it feels like an hour. Totally freaked out. Um, and so I thought, well, what

In our latest Booked Solid podcast episode, we sat down with Zachary Humphrey, a registered nurse who turned his passion for real estate into a thriving short-term rental business. Zach isn’t just any investor—he’s built his portfolio from the ground up, balancing a demanding W2 job with his growing STR empire, and learning some hard but valuable lessons along the way. From rental arbitrage to ground-up A-frame construction in Kentucky’s Red River Gorge, Zach’s journey is packed with insights—especially when it comes to why direct bookings are the key to long-term success. Summary & Highlights The Airbnb Nightmare That Changed Everything At first, Zach followed the standard STR playbook, listing his properties on Airbnb and VRBO. But a Thanksgiving weekend disaster made him rethink his approach. A guest violated house rules, caused property damage, then falsely reported a gas leak—leading Airbnb to suspend his listing for three days. Not only did he lose thousands in peak-season revenue, but he also had to fight to clear his name. “I don’t have control over this like I think I do. If I had a direct booking site, I could have handled the situation myself without relying on Airbnb.” That’s when Zach realized that depending on OTAs meant giving up control. Since then, he’s prioritized building his own booking channel, collecting guest emails, and taking ownership of his STR business. Direct Bookings = Higher Profits + Better Guests One of Zach’s biggest takeaways? Direct bookings don’t just save hosts money—they attract better guests. As a travel nurse, Zach himself books short-term stays every week. His experience taught him that frequent travelers prefer to book direct, skipping platform fees while still enjoying a trusted experience. “If we’re doing this to make money, then direct booking is the way to go. Guests feel like they’re saving money while, in reality, I’m making more by bypassing platform fees.” This insight shaped Zach’s direct booking strategy: By controlling the guest relationship, Zach ensures more repeat bookings, fewer platform headaches, and higher profit margins. Rebuilding After a $100,000 Loss Zach’s path to success hasn’t been easy. In fact, his biggest learning moment came from a devastating $100K loss on his first A-frame build in Red River Gorge. After trusting the wrong contractor, he found himself entangled in a fraud case with zero recourse to recover his money. Instead of giving up, Zach pivoted. He doubled down on building better partnerships, thoroughly vetting contractors, and diversifying his revenue streams through flips and joint ventures. His story is a raw, real reminder that setbacks are inevitable—but resilience separates successful investors from the rest. Rapid Fire Questions with Zach To wrap up the episode, we put Zach through our signature Rapid Fire Round. Here’s what he had to say: 1. What’s one piece of mindset advice for someone starting something new? “Know who you are first. Your investments shouldn’t define you. Money and real estate are temporary—don’t let them consume your identity.” 2. Any books that have shaped your investment philosophy? “Fake by Robert Kiyosaki. It opened my eyes to how the system is rigged and why you need to take control of your own financial future.” 3. What’s your #1 tip for hosts looking to start or grow their direct bookings? “Don’t overthink it. Start by capturing guest emails with StayFi. Once you have that list, marketing to them is easier than you think.” Listen to the Full Episode Zach’s journey is one of resilience, smart investing, and taking control of your business. Whether you’re an experienced host or just getting started, this episode is full of valuable lessons to help you maximize profits and minimize platform dependency. 🎧 [Listen to the full episode of Booked Solid here] . And if you’re ready to build a direct booking strategy that works, join our CraftedStays community—where top operators share insights, strategies, and tools to help you scale. And if you’re looking for an easier way to build a high-converting direct booking website, check out CraftedStays—the platform built for STR hosts who are serious about owning their bookings. 🔗 [Learn More About CraftedStays Here Follow Zach’s Journey Transcription Zachary: And I also make more profit margin when you book direct. And so that’s what I do. If we’re doing this to make money, then direct booking is the way to go. And it also benefits and incentivizes your future guests or guests you have now, if you know how to approach that correctly to save money too, in their minds, they’re saving money while you as the host are actually making more money by going on a direct booking platform. And when I use Airbnb every week as a travel nurse, I have to go direct booking because I cannot afford all those fees all year long. When you’re really using Airbnb frequently, and guests that are well affiliated with Airbnb, and usually, or short term rental stays, those are usually good guests. They want to book direct, so booking direct also can tend to bring you, I think, a better guest quality, because these people are more savvy. They’re looking for that stay. They’re familiar with short term rentals. Of course, our presentation of that’s got to be a decently good looking website. They’ve got to have confidence when they’re looking at your website. And things like that, things have to flow to give them that confidence that Airbnb gives as a multi billion dollar industry. Hey folks, welcome back to book solid the podcast where top operators share their strategies to help you maximize your bookings, scale your revenue and stay ahead of your short term rentals on today’s show. I have Zachary Humphrey. He’s a W2 nurse in his day job and has done multiple investment strategies. He’s actually going to walk us through a few different learnings that he’s done. I’ve actually really enjoyed the show because we had a chance to talk through what he’s gone through, through his investing journey. He’s done everything from arbitrage. To new ground developments, fix and flips, and all the different things that he’s learned along the way. And I just really love the way that he’s approached it. The mindset, some of the challenges, you’ll be

“Most people never let a goal become an obsession. They have an idea, it becomes a want, and when the first plan doesn’t work, they abandon it instead of adjusting the plan.” Emanuele Pani, known as “E” in the short-term rental community, is the co-host of the STR Secrets Podcast and a coach specializing in co-hosting and boutique hotels. He shared how shifting his mindset allowed him to build a highly successful direct booking strategy. While many hosts rely on Airbnb and other OTAs, E emphasized that true financial freedom comes from owning your own booking channels. The key? Building long-term relationships and serving others first. His philosophy? Your mindset dictates your success, and achieving financial growth starts with internal transformation. Summary and Highlights Why Most Hosts Struggle with Direct Bookings Many hosts fail to scale their direct booking efforts because they get stuck in cycles of hesitation, fear, and inconsistency. The biggest challenges include: Fixing the Direct Booking Struggle: Mindset, Strategy & Execution 1. The Power of Obsession Hosts who win at direct bookings don’t just try—they commit fully. Our guest emphasizes that obsession is the fuel that drives success. The most successful hosts are relentless in testing, iterating, and learning. They don’t let setbacks define them; they adjust and push forward. Takeaway: Stop treating direct bookings as an optional side project. Make it your primary focus, refine your approach, and stay committed. 2. Build Strong Partnerships One game-changing strategy is partnering with real estate agents and local businesses. Agents have a constant stream of clients needing temporary stays—buyers waiting for a home, sellers in transition, or investors exploring the market. Takeaway: Develop relationships with real estate professionals and position your rentals as their go-to solution for housing needs. 3. Set Higher Standards for Your Business Many hosts settle for whatever bookings come their way, rather than actively shaping their guest pipeline. The key is setting standards: “People get stuck because they set a goal, hit an obstacle, and then change the goal instead of adjusting the plan.” Takeaway: If you want to see different results, you need to change how you think, act, and set expectations for your business. 4. Consistency Wins—Automation & Marketing Matter Direct bookings don’t happen overnight. A clear, repeatable strategy is necessary. Takeaway: Treat direct bookings like a long-term investment. Small, consistent actions compound over time. Ready to Elevate Your Direct Bookings? 🚀 CraftedStays—the all-in-one direct booking platform built for professional hosts. Create a high-converting website, optimize for SEO, and leverage automation to maximize revenue. Follow E Here ⤵️ Transcription E: The biggest epidemic we have as a country is we don’t know how to make decisions, right? We have an idea, the idea becomes a want, the want becomes a goal, but then the moment the goal doesn’t go to plan, instead of going to plan B but still pursuing the same goal, we go back to idea, and we go back to want, and then we go into a new goal. E: And so we never let a goal become an obsession. Every time anybody that has listened to this, and it’s true for me, it’s probably true for you as well, anytime I’ve become obsessed with anything, I have it. Gil: Hey folks on today’s show. I have Emanuele Pani. You might know of him from the STR secrets podcast. I had a chance to be on his show a little while ago and I had a blast talking to him and I’m finding out that he’s actually pretty deep in the mindset game. Um, and he’s attributed a lot of his own personal growth and the growth of a lot of his mentees really around mindset. Gil: So I’m thrilled to bring him onto the show. This is a dense show. It’s a bit different than some of the other episodes that we’ve had on our show, but. I’ve actually quite enjoy it because at least for me, I’ve grew a lot through the years through really tuning in and understanding my mindset. So I thought it was super important for, uh, E to join the show and really talk about how he thinks about things, how he coaches folks through mindset, why he thinks it’s important in the first place. Gil: So without further ado, let’s bring him on. E: Yeah, man. Thank you so much for having me on. It’s been, uh, it’s been a long time coming. And I remember having a blast when you came on our show. And so I’m super excited to, uh, be here with your people now. Gil: Yeah, I’ve been wanting you on my show for a little while now. It’s been hard to get time on your busy calendar. Um, but I’m glad you’re here. Um, one of the main reasons and we’ll, we’ll get into this, but like I, out of like the space, I think there’s, there’s a lot of folks more recently that Is being aware of your mindset and how, how much of a contribution that has towards your growth. Gil: So definitely want to kind of dive into that deeper into the show. And I know you’ve done quite well on the direct booking side. So for you to share some of those as well too, but maybe to kick us off, I’m sure a lot of folks may have heard your voice before, maybe they’re thinking, did they log onto the wrong podcast, but do you mind giving a brief introduction to who you are? E: Yeah, I would love that. So my name is Emanuele Pani. I go by E. I was born and raised in Sardinia, Italy, but I’ve been in the States now for the better part of the last 15, 16 years. And the short term rental community knows me as the co host of the STR secret podcast. And I also have the honor and privilege of being one of the coaches within our community STR secret. E: Uh, we coach people on co hosting and we coach people on boutique

Madeleine Raiford-Holland is the founder of MHM Luxury Properties, a boutique short-term rental company that has scaled to seven figures while maintaining high profitability and time freedom. She also runs a mastermind community at MRH Education, helping hosts start and optimize their rental businesses. Before diving into short-term rentals, she was a COO in the high-security identification industry. Her experience in branding, operations, and hospitality has shaped her unique approach to direct bookings. Summary and Highlights Owning Your Audience is Non-Negotiable One of Madeleine’s strongest beliefs is that short-term rental hosts must control their audience instead of relying on Airbnb or VRBO. She emphasized how capturing guest emails, building a strong brand, and creating direct relationships with guests are essential for long-term success. Madeleine compared this to Instagram, explaining that your followers on social media are essentially rented audiences—you don’t control when or how they see your content. In contrast, an email list is an owned audience because you can reach them directly anytime. She emphasized that successful direct booking hosts must actively collect and nurture guest emails to build long-term loyalty and reduce dependence on OTAs. “If you’re relying on OTAs, you’re just renting an audience. The real power comes when you own the relationship with your guests.” Affiliate Marketing: Turning Guests into Buyers Direct bookings aren’t just about avoiding OTA fees—they also open up new revenue opportunities. Madeleine has integrated affiliate marketing into her rental business, generating over six figures in affiliate revenue last year alone. Her properties now feature QR codes that link guests directly to products they’ve enjoyed during their stay, creating a passive revenue stream. By making her rentals shoppable, guests can purchase everything from linens to appliances, all while driving additional income for the host. Direct Booking Starts with the Right Systems A huge takeaway from our conversation was the importance of implementing a Property Management System (PMS) from day one. Madeleine is a strong advocate of Hostfully, which she credits for streamlining her operations and keeping her business scalable. By automating guest communication, syncing calendars across platforms, and integrating dynamic pricing tools, hosts can run a professional and efficient short-term rental business while focusing on growth. Rapid-Fire Questions with Madeleine Towards the end of the episode, Gil asked Madeleine three insightful questions: These simple but powerful insights highlight how small adjustments can lead to long-term success in direct bookings. ⭐️ Madeleine’s Elevate Your STR Workshop If you’re looking to increase profitability in your short-term rental business, Madeleine is hosting a live workshop and training from March 3rd to 6th at 11:00 AM -12:00 PM EST via Zoom. The event will cover: The event is ticketed, with general admission including access to replays until the Sunday after, and VIP tickets granting 60 days of access to the recordings. Be ready to take your properties from surviving to thriving in your highly competitive market in just 4 days! Register Here: madeleineraifordholland.com/elevate  Listen to the Full EpisodeMadeleine shared even more strategies, from navigating local regulations to maximizing profitability. Don’t miss out this 51st episode special of Direct Booking Simplified, now rebranded to Booked Solid 🎧 Listen to the full episode here Follow Madeleine Here ⤵️ Transcription Madeleine: The difference between your followers on Instagram versus if you’re running a business and have an email list, your Instagram audience is a rented audience because Mark Zuckerberg and company controls who sees your post when they see it. All of that. You’re reliant on an algorithm. You have no control over. Madeleine: Rented audience. Your email list is an audience that you can type an email out and send to you at any time and it’s going to show up in their inbox because they have opted in. That is an audience you own, you control. Airbnb, Vrbo, your rented audience. It is their job to bring you a guest for the first time and then it is your job, once they stay with you, to keep them coming back. Madeleine: Booking directly for the next 10 stays because you’ve captured their email. They understand how to get in touch with you and you’ve directed them to their direct booking site and created a sticky customer. That’s how you own your audience in short term rentals. And it’s so important to leverage all the tools that you have in your playbook to get people to book directly. Gil: Hey folks, welcome back. We actually just rebranded the show. The show is now called book solid. I’m super excited about it And the reason why is actually through the life cycle of actually publishing the show. There’s actually a lot of depth in Not just direct bookings, but really how do you market yourself more effectively across all the marketing channels? So I’m delighted to kind of rebrand the show We actually have a special guest with us this time Madeline Raiford, I’m excited to have her on the show. I just met her recently She is a big proponent of book direct. She actually has a a one week course that she’s going to be running through next week, which I’m excited for her to kind of share with us. But she has an amazing story. She has a lot of dedication into really the book direct movement, but she also has some unique ways that she’s approaching it as well too. not just the typical marketing side of things, which I really love because I find that a lot of folks get into this industry from many different verticals and they also bring in. Um, and so she, outside of her W2 job, she had a side hustle where she was building out her own personal brand. and when she really got into short term rentals, she brought along that experience. So I’ll have her share that in there. So I’m actually really delighted to have her on the show. So without further ado, let’s kind of bring her in. Gil: Hey, Madeline, welcome to the show. Madeleine: Thanks so much for having me, Gil. It’s a pleasure to be here. Gil: Yeah. I’m glad we’re able to track you.