Join us as we dive deep with Al and Elissa of Rather Be Properties. From 4 to 30+ properties in just a year, they share their journey of rapid growth while maintaining a focus on five-star hospitality. Learn about their innovative approaches to direct bookings, influencer partnerships, and balancing business scaling with family life. Discover how they’re playing the long game in the short-term rental space, one ‘rather be’ experience at a time. Summary and Highlights In the ever-evolving world of short-term rental management, few stories shine as brightly as that of Al and Elissa from Rather Be Properties. On our latest podcast, we had the pleasure of witnessing their journey, which has seen their business skyrocket from managing just four properties to over 30 in under a year. And they’re not stopping there—aiming to expand to 50-75 properties by really soon, their story is both inspiring and instructional for anyone in the industry. From 4 to 30+ Properties in Just a Year Al and Elissa’s rapid growth is a testament to their strategic approach and relentless drive. Their success didn’t come overnight; it’s the result of meticulous planning and execution. They’ve invested significantly in building robust systems and processes, enabling them to scale efficiently without compromising quality. Balancing Five-Star Hospitality with Profitability One of the key insights from our conversation was their focus on delivering “five-star hospitality” while also maximizing owner profits. This dual objective often presents a challenge, as exceptional guest experiences can sometimes conflict with profitability. However, Al and Elissa have found a way to harmonize these goals, creating a model that serves both their guests and property owners effectively. Investing in Systems and Team Expansion Scaling a business demands more than just increased inventory; it requires solid infrastructure. Al and Elissa have recognized this need and have heavily invested in systems and processes. This includes expanding their team, which is crucial for maintaining high standards across their growing portfolio. Their proactive approach to team building and process optimization has been instrumental in their rapid expansion. The Importance of KPIs Data-driven decision-making is another cornerstone of their success. They closely monitor various Key Performance Indicators (KPIs), such as guest review scores, response times, maintenance costs, and revenue targets. This meticulous tracking allows them to make informed adjustments and ensure their operations remain efficient and effective. The Power of Direct Bookings While Online Travel Agencies (OTAs) like Airbnb are valuable for visibility, Al and Elissa place significant emphasis on direct bookings through their website, social media, and email marketing. They view direct bookings as a vital component for fostering long-term guest relationships and mitigating some of the challenges associated with OTA platforms. This strategy not only helps in building a loyal guest base but also in enhancing their overall brand presence. Playing the Long Game Al and Elissa embody the essence of playing the long game in business. They understand that success involves continuous iteration and process improvement. Their willingness to adapt and refine their approach over time underscores their commitment to long-term success rather than short-term gains. A Family Business with a Personal Touch What makes their story even more compelling is their ability to scale a thriving business while raising young children. They view Rather Be Properties not just as a business but as a family venture, adding a personal touch to their professional achievements. Leveraging Complementary Skills for Growth Al and Elissa’s journey highlights the power of leveraging complementary skills. Al’s focus on systems and efficiency pairs perfectly with Elissa’s background in hospitality, creating a dynamic duo that drives their business forward. Their synergy is a key factor in their impressive growth and continued success. Their story is a testament to what can be achieved with dedication, strategic planning, and a shared vision. For those looking to make their mark in the short-term rental industry, Al and Elissa’s approach offers valuable lessons in scaling, balancing priorities, and building a brand that resonates with both guests and property owners. Follow Rather Be Properties on Instagram Transcription Gil: Hey folks. Welcome back to direct booking. Simplify it. We break down the strategies and tactics to win direct bookings on today’s show. I have Al and Elissa. Welcome to the show, Al and Elissa. Thank you. Yeah. It’s great to have a power couple on the show. I’ve had a couple, but I always enjoyed, I kind of enjoy the dynamic there. Al: We like to think so too.  Gil: Yeah. Do you guys mind giving an introduction to yourself?  Al: Sure. Okay. Sorry. Um, cool. So my name’s Al. Um, I’ve been in tied to a residential real estate for probably the last 15 years. I was in the mortgage industry for quite some time. I retired out of that about a year ago. We bought and flipped homes in residential real estate, Southern California. Al: Um, we’ve done, uh, some, you know, property syndications, both multifamily, residential, short term rentals. Um, we started investing in short term rentals about four years ago, almost three and a half, four years ago. And, uh, really it was just an avenue for us to invest into a couple of properties, have some passive income. Al: Um, Elissa’s background is in hospitality. I’ll let you share your background.  Elissa: Um, so I was a massage therapist and an esthetician, and I was involved in some day spas and some five star resorts in Australia. And then Dubai where Al and I met. Uh, I’ve spent like 10 years in the hospitality industry, doing really fun stuff. Elissa: Fine five star hospitality, I guess. Um, I love that side of things. Um, the hospitality anticipating guest needs. Yeah. So with us love of real estate and my hospitality, I feel like we  Al: made a good combo. Yeah. So that’s why we just started to decide to start the company. Um, and then we started co hosting probably two years ago. Al: Uh, basically first property owner just reached out

In this episode, let’s join DJ Fornelli as he shares his unconventional path to success, including the risks he took, the mindset shifts he made, and the power of building the right team. Let’s discover how his 10-key boutique hotel, Yara Palm Springs, achieved 65% direct booking rate through strategic branding and influencer partnerships. Whether you’re a seasoned investor or just starting out, DJ’s insights on perseverance, personal growth, and work-life balance will inspire you to reach new heights as a host and entrepreneur. Summary and Highlights In our latest podcast episode, we had the pleasure of speaking with DJ Fornelli, a trailblazer who made a remarkable transition from archaeology to real estate investing and hospitality. DJ’s story is a testament to how passion and perseverance can lead to extraordinary career shifts and successes. Here’s a deep dive into our conversation and the valuable insights DJ shared about his journey. From Archaeology to Real Estate: A Career Pivot DJ Fornelli’s career began in archaeology, a field where he unearthed the past. However, after some reflection, DJ realized that his financial potential could be significantly higher in real estate. This epiphany led him to dive into the world of property investment and hospitality, where he quickly discovered the lucrative opportunities that flipping houses presented. DJ and his partners took a strategic approach to their new venture by investing in a real estate education program. This investment in knowledge equipped them with the skills needed to navigate the complex world of property investment. They started by flipping houses in Joshua Tree, California, a location that allowed them to capitalize on both the real estate market and the burgeoning short-term rental trend. From Flipping Houses to Boutique Hotels DJ’s real estate journey didn’t stop at flipping houses. His team’s success with short-term rentals led them to a new venture: a 10-key boutique hotel named Yara Palm Springs. This move marked a significant milestone in their hospitality endeavors. The hotel’s success is largely attributed to their focus on building a strong brand and creating a cohesive aesthetic across all platforms. Remarkably, about 65% of Yara Palm Springs’ bookings come through direct channels like their website. This achievement underscores the importance of a well-executed branding strategy and a user-friendly booking experience. The Power of Influencer Marketing DJ shared that working with influencers has been a game-changer for marketing the hotel. Influencers have helped amplify their brand’s reach and credibility, contributing to a substantial increase in direct bookings. However, this approach hasn’t been as effective for their individual short-term rentals, highlighting the need for tailored marketing strategies for different types of properties. Key Mindset Insights Throughout our conversation, DJ emphasized the importance of mindset in achieving success: The Value of a Strong Team One of DJ’s biggest takeaways from his journey is the significance of having a strong, well-rounded team. He highlighted how having team members with complementary strengths and clearly defined roles and responsibilities has been pivotal in their success. A cohesive team not only enhances operational efficiency but also drives innovation and growth. Balancing Work and Family DJ’s transition to real estate and hospitality has also provided him with the flexibility to spend quality time with his young daughter. He expressed deep gratitude for the balance he’s been able to achieve between his professional pursuits and family life. Final Thoughts DJ Fornelli’s journey from archaeology to real estate and hospitality is a powerful reminder that career transitions, while challenging, can lead to fulfilling and profitable ventures. His insights into mindset, team-building, and branding offer valuable lessons for anyone looking to embark on a similar path. Tune in to the full podcast episode for more detailed insights and inspiration from DJ’s incredible journey. Whether you’re considering a career shift or looking to enhance your current business strategies, DJ’s experiences and advice are sure to provide valuable guidance. Follow DJ Fornelli on Instagram @davidjfornelli & @yarapalmsprings Transcription 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 DJ Fornelli. DJ Fornelli. DJ, welcome to the show.  DJ: Oh, thanks so much for having me, Gil. It’s awesome to be here, bro. Gil: Yeah, it was great meeting you at Nation. What it last week? It felt like much longer than that.  DJ: Yeah, yeah, it was awesome. We got to have lunch, uh, about two days in a row. We got to chat, learn more about each other, each other’s businesses. We talked about kids, man. So it was great meeting you.  Gil: Yeah. Gil: I really liked the more intimate, uh, conferences. I was at Wellcon earlier this year and it was just really, really big. And you, you feel like you’re speed dating with pretty much. All the attendees, whereas this one, we did get a chance to sit down and have lunch together multiple times and like have a real conversation and get to know each other and like, get to talk about our kids. Gil: Like you really don’t have that experience at a much bigger conference. Yeah.  DJ: Yeah. I agree, bro. I agree. And I feel like at the bigger ones, people are kind of sizing each other up. Right. Like everyone’s looking at each other, like, Oh, what does this guy have? What’s his portfolio? And then you kind of like judge someone, like, if you’re like, Oh, this guy’s a medium operator onto the next one. DJ: Um, whereas the smaller ones, a lot more intimate, like you said, we can get to know each other, everyone’s guards down just a little bit more. So thank you, Patrick and Stephanie for, for putting on a great event and allowing me to meet awesome people like Gil.  Gil: Yeah. Yeah. Hopefully they, uh, they pull back on their words and they bring it back for it in the year. DJ: Yeah, let’s convince him, dude. I’m gonna text Patrick after this

In this episode, we learn which tactics work for Dave to drive direct bookings. After trying many different tactics, Dave figured out how to reliably get a steady stream of direct bookings by using one simple tactic: calling the guest. He’s able to build relationships, understand the guest’s visit frequency, and secure the next stay should they come back to the area. Join us on this episode to dive deep into how Dave grew his portfolio and how he’s able to win in direct bookings. Summary and Highlights In our latest podcast episode, we had the pleasure of sitting down with Dave, a seasoned property investor who has navigated through various sectors of the industry over the past 14 years. Here’s a recap of Dave’s journey, insights, and strategies that have propelled his business forward, especially during challenging times like the COVID-19 pandemic. Dave’s Background Dave began his career in property investing with fix-and-flips and long-term rentals. However, six years ago, he pivoted towards short-term rentals and serviced accommodations. Today, he manages a diverse portfolio of 75 properties, including owned properties, rental arbitrage units, and properties managed for others. Dave is also expanding into building small hotels and apart-hotels, showcasing his dynamic approach to scaling his business. Business Evolution During the COVID-19 pandemic, Dave’s business saw rapid growth by catering to NHS staff and key workers, expanding his portfolio to nearly 100 properties at its peak. However, as the landscape evolved, Dave strategically scaled back on managed properties, focusing more on owned properties and rental arbitrage. This shift allowed him to maintain greater control over operations and adapt to changing market conditions effectively. Direct Booking Strategy One of Dave’s standout achievements is his direct booking strategy, which currently accounts for 50% of his bookings, with a goal to increase this to 65%. His approach revolves around personalizing guest experiences through a “mid-stay customer care call” conducted the day after check-in. This not only ensures guest satisfaction but also encourages repeat bookings and referrals, especially from business and contractor guests who appreciate personalized service. Systems and Processes To streamline operations, Dave leverages technology such as Monday.com for tracking inquiries and follow-ups. Integration with his Property Management System (PMS), MailChimp, and Monday.com through Zapier has automated many processes, allowing Dave to focus more on enhancing customer experience and nurturing high-value repeat clients. Advice for Others Dave’s success is rooted in understanding his client base deeply and actively engaging with them. He emphasizes the importance of networking with industry leaders and investing in continuous education to stay ahead. His top recommendation for fellow property managers and investors is to prioritize direct customer interactions to convert OTA bookings into direct bookings, thereby building a loyal customer base. Conclusion Dave’s journey from traditional property investing to innovative hospitality solutions during the pandemic offers valuable lessons for anyone looking to thrive in the property sector. His strategic adaptations and focus on direct customer relationships underscore the importance of agility and customer-centricity in achieving sustained business growth. Follow Dave Goodfellow on Instagram @nokistays & @davegoodfellowofficial Transcription Gil: Hey folks, welcome back to Direct Booking Simplified, where we break down the tactics and strategies to win in direct bookings. On today’s show, I have Dave Goodfellow. Hey Dave, welcome to the show. Hey, thanks for having me. Really  Dave: appreciate you having me and giving me this space to talk. Gil: Yeah, you’re all the way across the sea. One of my furthest guests that I had so far. Um, so it’s welcome. Welcome. Welcome. Welcome to the show. Um, yeah. Why don’t you, uh, introduce yourself to, to our listeners?  Dave: Yeah. Happy to. So I’m Dave Goodfellow. I’m the owner of Nokia stays over here in the UK. We are a serviced accommodation, Airbnb, short term rental, whatever you want to call it, kind of operator. Dave: Um, I’m a property investor at heart. Um, I kind of got into property about 14 years ago and was, you know, Refurbishing properties and selling them and had a small buy to let portfolio or a rental prop, um, a rental business, um, and then six years ago, I decided that I wanted to get into the short term rental market and switched my, my property portfolio into this. Dave: And then I’ve grown, uh, A nice business over the last six years where we, we, we rent or rental arbitrage, you call it in, in the state. Um, we manage for other people and we build our own stuff and we’re now building kind of small hotels and apart hotels and stuff like that too.  Gil: So you’re, you’re, you’re now building your own hotels. Gil: Yeah. Uh, what’s, what’s, what’s been the journey through that? Have you launched your first, uh, build yet?  Dave: Uh, so I’m in the process of building one at the moment. Uh, it’s called what we call, it’s a concept called an apart hotel in the uk. So yeah, we’ll purchase a, an old sort of hotel. Um, yeah. We’ll then take out all the operational space, like the, the bars and the restaurants, and we’ll put rentable space in there by changing them into apartments. Dave: Um, so I’ve got one at the moment over in North Wales, a little town called Llandudno. Um, and that’s 11 apartments under one roof, uh, in this old sort of Victorian, uh, building that’s, uh, been now made into an apartment hotel.  Gil: And that one’s already live.  Dave: No, no. It’s in the process of  Gil: being built right now. Gil: Oh, okay. When, when do you, when do you plan to complete and start having your first few guests in there? So it should have been may just gone, Dave: but as with all developments, they all run over, they’re all over budget and they’re all a nightmare. Um, this one should be, we should be opening kind of back end of August, beginning of September. So we totally missed

We have the honor of interviewing Tracey Northcott from Tokyo Family Stays about how she delivers her guest experiences and how that translates to more direct bookings. Tracey walks us through how she thinks about the entire booking journey and how she can deliver the best guest experience beyond just a great place to stay. Her mindset has led to a sustainable book-direct business from repeat guests and strong word of mouth. Summary and Highlights In our recent podcast episode, we had the honor of speaking with Tracey Northcott, the visionary behind Tokyo Family Stays, an established vacation rental business in Japan. With over 12 years of experience in the hospitality industry, Tracey shared invaluable insights on how to create a successful and sustainable hosting business that prioritizes authenticity and guest satisfaction over mere profitability. 1. Emphasizing the Local Experience and Anticipating Guest Needs Tracey’s journey began with a simple yet profound principle: provide guests with an authentic local experience. Unlike impersonal stays, Tokyo Family Stays thrives on connecting visitors with the heart of Tokyo, enriching their travel experience through carefully curated local insights and services tailored to their needs. 2. Developing a Strong Brand Identity and Values Rather than being just another “Airbnb host,” Tracey advocates for hosts to establish a distinct brand identity and values. This strategic approach not only attracts ideal guests who resonate with those values but also fosters long-term guest loyalty. By embodying values such as hospitality, cultural immersion, and community engagement, hosts can create a memorable and meaningful stay experience. 3. Mapping the Guest Journey and Personalizing Services Central to Tracey’s success is her meticulous attention to the guest journey. From initial booking inquiries to post-stay follow-ups, every touchpoint is an opportunity to exceed expectations. By anticipating guest needs and preferences, hosts can deliver personalized services that leave a lasting impression. 4. Building a Direct Booking Presence and Nurturing Relationships While many rely solely on OTAs (Online Travel Agencies), Tracey advocates for building a direct booking presence. This not only reduces dependency on third-party platforms but also allows hosts to cultivate relationships with repeat guests through effective email marketing, SEO strategies, and collaborations with local businesses. 5. Core Values and Authenticity Tracey’s guiding philosophy revolves around defining core values and purpose (“why”) as the foundation for building a hosting business. By staying true to these values, hosts can authentically connect with guests and uphold the responsibility of hosting beyond mere accommodation. 6. Long-Term Strategy and Sustainability In a landscape often dominated by short-term gains, Tracey underscores the importance of a sustainable business approach. By focusing on guest satisfaction, community integration, and ethical business practices, hosts can build a resilient and thriving vacation rental business. Conclusion Tracey Northcott’s insights challenge conventional wisdom in the hospitality industry. Her emphasis on authenticity, values-driven business practices, and personalized guest experiences serves as a beacon for both seasoned hosts and newcomers alike. By embracing these principles, hosts can not only differentiate themselves in a competitive market but also create meaningful connections that transcend mere transactions. Follow Tracey on Instagram through @tracey.northcott Transcription 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 Tracey Northcott, all the way from Japan. Welcome on the show, Tracey.  Tracey: G’day, g’day, g’day, Gil. Sorry, I have to be really Australian when I, you know, when I come on podcasts, I’ve got to like, you know, wear my, wear my, um, uh, my nationality with pride. Tracey: So,  Gil: That’s awesome. Before we get too deep, Tracey, do you mind giving folks a brief introduction of who you are?  Tracey: Sure. No problem. So yes, I’m, my name’s Tracey. I’m CEO of Tokyo family stays. So yes, I’ve been in Japan for 24 years. I’m not Japanese clearly. Um, and, uh, I run a vacation rental business. Um, and, I love it. Tracey: And it’s, it’s brought my family a lot of financial freedom and also, you know, freedom to, to travel and also learn about ourselves. So it’s, it’s been a really, really interesting journey. So I wasn’t always in vacation rentals. I come from a background of science and technology. Um, I was a chemist and then, which is a different whole other story. Tracey: And then I actually came to Japan to work with my brother, who’s a software engineer, and we make actually language learning applications on mobile phones. So we’ve been doing that for 25 years and that’s still going, but it’s mostly passive at this point. So it lets us play and do passion projects and real estate was always one of my passions. Gil: Yeah. How did you first get into it?  Tracey: Well, it was kind of by accident. So we were playing around in real estate. So, um, we, as. as business owners, we were always sort of happy to take on, uh, help other people with their businesses. And we had a friend who was a real estate agent who, who didn’t have like a full paid up company and they wanted to do real estate. Tracey: They had the license, but didn’t know how to actually run a company. So then we said, all right, rent a desk from us and, um, use our infrastructure and our, you know, our tax accountant and all of those things that you need when you’re running a business. And you play in real estate and then we’ll share some, we’ll do some profit sharing. Tracey: And so that was fun because, you know, we’re able to, you know, play around with real estate and, and, um, not buying. So I was sort of helping people, um, with subletting, um, you know, the, the visa and, and things are fairly, fairly strict here. So actually getting an apartment when you’re, you know, when you’re working here is quite hard when you’re a foreigner. Tracey: So I was helping people

Join us as we chat with Chris Jeub, the Glamping Guy. Chris has built a portfolio of glamping sites and has slowly increased from 3% direct bookings to up to 50% direct bookings by leveraging simple tactics such as delivering a great guest experience, working on his SEO, running ads, and posting on Facebook groups. Chris walks us through his journey from relying on Airbnb for most of his revenues to sustaining a healthy business with direct bookings. Summary and Highlights Chris began his journey into glamping with a modest vision that has since grown into a thriving enterprise. Monument Glamping now offers a diverse range of accommodations including tent structures, container homes, and custom RVs. What started with just 3% direct bookings has surged to an impressive 40-50%, thanks to Chris’s innovative marketing strategies. Marketing Innovations that Work Chris shared several tactics that have been pivotal in driving direct bookings: SEO Mastery: From Branding to Strategic Positioning Understanding the importance of SEO, Chris made a crucial shift by optimizing his website title to “Glamping near Colorado Springs and Denver.” This targeted approach significantly improved search engine rankings, making Monument Glamping more visible to potential guests searching for unique accommodations in the area. Navigating Media and Government Relations Chris highlighted the power of media coverage in expanding his reach. By proactively engaging with the local newspaper and offering insightful content, he not only gained visibility but also developed a deeper understanding of local governance, which proved invaluable in navigating regulatory landscapes. Insights and Advice for Aspiring Entrepreneurs Reflecting on his entrepreneurial journey, Chris emphasized resilience and adaptation. He shared, “The universe will be against you when starting something new and creative, but perseverance is key.” His tactical advice included aligning website content with customer search behavior rather than purely relying on brand-centric titles. Scaling Strategies and Future Prospects Looking ahead, Chris stressed the importance of building scalable systems and delegating operational tasks. By gradually offloading responsibilities like cleaning, he has positioned Monument Glamping for sustainable growth in a lucrative niche that continues to expand. Conclusion Chris Jeub’s story is a testament to the power of innovation, perseverance, and strategic marketing in transforming a vision into a successful reality. Whether you’re in hospitality or another industry, his insights offer actionable strategies to elevate your business. Stay tuned for more inspiring stories and practical tips on our podcast! Ready to take your marketing strategies to the next level? Contact us today to learn how we can help you achieve your business goals! Follow Chris on instagram @monumentglamping Transcript Gil: All right, we’re recording and then it records locally too. So don’t worry if we fall off, if there’s lags and so on. Okay. And I’ll, we can always edit stuff out too. So I’ll start I’ll cut a little bit into it. So don’t worry about that. Sounds good. Awesome. Hey folks, welcome back to Direct Booking Simplified, where we break down the tactics and strategies to win in direct bookings. Gil: On today’s show, I have Chris Jeub. Also known as the Glamping guy. Hey, Chris, welcome to the show. Hey, Gil. Thanks for having me on. Yeah, it’s really good to have you. Yeah. Before we get too deep into it, do you want to give folks a introducing introduction on who the glamping guy is? Sure. The glamping guy,  Chris: you could check me out@glampingguy.com. Chris: I, I actually am a teacher. I started glamping five years ago. When my wife and I remodeled the bedroom and we stuck a tent out back instead of living in the living room for a month. And we loved it. We threw it up on Airbnb after that and booked out the rest of the summer. The rest is history. Chris: And five years later, here I am with two properties in Monument, Colorado permitted for 36 units, which is quite the. Quite the permits and and we’re, and I’m loving it. Now I actually publish video content and classes for people who want to get into glamping. So if you are a landowner who wants to break into the, what I call the sexiest asset class in real estate, and that’s glamping. Chris: I’ve gone through the ropes through the thick and thin and really made a lot of mistakes along the way. Honestly, I’m very transparent in my videos and my YouTube channel and things like that. Just sharing sharing the journey living the life and loving outdoor hospitality. Chris: Short term rental marketing. So I’m on Airbnb and Verbo and the whole works as well as direct bookings. And I’m on that journey of trying to get as many direct bookings as possible, trying to raise that curve. And I like, like probably a lot of your listeners. I’m trying my best to get into that direct booking world. Gil: Yeah. So given that you’re a teacher, do they refer, do your students refer to you as a glamping guy or did they even know that you’re the glamping guy? Yeah they  Chris: do. They do. I have videos online. So I do have a YouTube channel. So if you go to glamping guy on YouTube. Yeah, you’ll see me and I just posted some things. Chris: I was, I had my first public hearing last week and secured four more units and things like that. I had neighborhood uprising and things. So a lot of the things that short term rental world has to deal with, especially Creative things like glamping or the ADU world. There’s a lot of controversy involved with that. Chris: So that’s what that’s what I do. And, but then I do have a introductory course called easy entry to the, what is it, easy entry to the business of glamping. And then I have a larger eight weeks to launch. that is more expensive, but more involved. And then as well as a mastermind where I take care of students, do they

Welcome to this week’s podcast with Alex Husner, former CMO of Condo-World, CEO of Directly Alex, and podcast host of Alex & Annie. Alex shows us how large property management companies invest in marketing and tactics smaller property managers can deploy to build their brands. She breaks down the components within her marketing flywheel. Summary and Topic Highlights In our latest podcast episode, we had the pleasure of hosting Alex Husner, a seasoned podcast host and marketing expert with over a decade of experience in the property management sector. Alex joined us to dissect the crucial elements that contribute to successfully securing direct bookings in today’s competitive market. Building a Strong Brand Foundation Alex emphasized that building a brand is not just important; it’s essential for hosts aiming to expand their inventory or manage multiple properties effectively. This begins with clearly defining your unique selling points, core message, identifying target personas, and crafting effective communication strategies. Harnessing the Power of Content Strategy A robust content strategy is pivotal not only for SEO but also for establishing authority within your market niche. Alex recommended focusing on creating compelling travel guides, highlighting local points of interest, and producing destination-specific content to attract and engage potential guests. Leveraging Email Marketing Effectively Despite the rise of new marketing channels, Alex reaffirmed that email marketing remains a potent tool for hosts. She advised hosts to collect guest emails, segment their lists based on preferences and behaviors, and craft targeted campaigns aligned with booking seasons and local events. Making PPC Work for You Even smaller hosts can benefit from PPC advertising by targeting niche keywords related to their properties or unique amenities. Alex stressed the importance of strategic keyword selection and continuous optimization to maximize ROI on PPC campaigns. Harnessing User-Generated Content Alex highlighted the value of user-generated content (UGC) as a powerful marketing asset. Encouraging guests to share their experiences through photos and testimonials can significantly enhance credibility and attract new bookings. Optimizing Tech Stack and Guest Communication Regularly auditing your tech tools and guest communication flow is crucial. Alex advised hosts to streamline operations and enhance the guest experience by testing the booking process from a guest’s perspective and identifying areas for improvement. Embracing Continuous Learning and Networking Staying abreast of industry trends through podcasts, conferences, and networking events is essential for growth. Alex encouraged hosts to remain open to learning from peers and industry experts to adapt and innovate continually. Streamlining Operations and Enhancing Efficiency Consolidating tech tools wherever possible can streamline operations and potentially reduce costs. Alex recommended evaluating current tools to ensure they align with business goals and enhance overall efficiency. Personalizing Guest Experiences Lastly, Alex emphasized the importance of personalized and timely guest communication. Creating positive guest experiences through personalized interactions can foster loyalty and increase repeat bookings. Conclusion: Embrace Innovation and Adaptability In closing, Alex advised hosts to embrace innovation, immerse themselves in learning resources, and be willing to adapt based on new insights. She encouraged hosts to take calculated risks, explore new strategies, and remain proactive in refining their approach to indirect bookings. Stay tuned for more insights and expert advice on optimizing your property management marketing strategies. Subscribe to our podcast for the latest episodes and updates on mastering indirect bookings in the ever-evolving hospitality landscape. Remember, success lies in continuous learning, strategic adaptation, and leveraging the right tools and strategies to stand out in your market. Follow Alex on instagram @alexohusner Interested in joining happy guests? Click on the “Happy Guest” image below, for Alex’s referral link for our podcast guests. Transcription Alex: If you’re building this, that you want it to be a company that you either are, you own the inventory and you want to be owning more inventory, or you want to be managing additional properties for somebody else. You really need to be looking at this in the perspective of you’re building a brand. If you’re trying to manage, um, or own more properties and rent them, you have to be building a brand early on and, you know, taking a deep dive into what do you want it to be known for? Alex: I mean, what’s going to be the differentiator in your market? What is the core message? What are the personas that you’re trying to attract and how do you talk to them differently and what tactics that you’re going to use to talk to them? Gil: Hey folks, welcome back to direct booking simplified. We break down the strategies and tactics to win a direct bookings on today’s show. We have Alex Husner. She’s a podcast host herself and has over a decade experience of working with big property management companies on nailing the marketing today. Gil: She’s going to break down the foundational pieces. to win indirect bookings. So let’s bring her in here. Alex, welcome to the show.  Alex: Thank you so much for having me. It’s great to be on the other side of the mic for once.  Yeah. Yeah. It’s, it’s really good to meet you. I know you, you normally work with much larger hosts and property management teams, but it’s, uh, it’s good to have you on the show and really show us kind of the other side of how professionals do it. Alex: I’m excited to dive into it and, and, uh, just have a great conversation. Love talking about everything, direct booking. So this will be fun.  Yeah. So it’s kind of kick us off, Alex. Do you mind giving folks a brief introduction to yourself?  Alex: Sure. So, um, as Gil said, my name is Alex Husner. I’m based in Myrtle beach, South Carolina. Alex: Uh, I’ve been in vacation rentals Since 2008, and for 13 years worked with a company called condo world here in the north, Brittle Beach market as their chief marketing officer. Um, and really got to see in the, in that third time, 13 year timeline, a company that was, was doing well,

On this episode, we get to do a collaborative interview with Michael Chang from STR Like the Best. In this two-way interview, Michael Chang leads us through his mindset of making short-term-rental investing approachable to anyone that’s committed. We talk through his technology stack that he uses to manage his rentals, and areas where he’s upgrading to improve his direct booking rate Summary Highlights In a recent engaging podcast episode, Michael and Gil discussed their personal experiences and realizations on the nuances of short-term rentals, emphasizing the pivotal shift towards direct bookings as a strategic milestone for property owners and managers. Here’s a breakdown of the insightful discussion and key takeaways of their discussion. Evolutionary Path: From OTAs to Direct Bookings Michael and Gil underscored the advantages of leveraging Online Travel Agencies (OTAs) such as Airbnb during the initial phases of establishing a rental business. The gentlemen agreed, that in this period, typically spanning 1-2 years, is crucial for building visibility, refining operations, and understanding guest expectations. However, as experience grows and a loyal customer base develops, the focus shifts towards diversifying bookings through direct channels. By years 3-4, aiming for 50-60% of total bookings via direct channels becomes a realistic and advantageous goal. This transition demands consistent effort and strategic marketing initiatives tailored to your property’s unique attributes. Essential Components for Direct Booking Success Achieving substantial direct bookings hinges on several key components: Tailored Marketing Strategies for Success Successful marketing in the short-term rental industry requires a tailored approach: Strategic Growth Approach Michael and Gil exchange thoughts on the importance of starting small and mastering one marketing channel at a time rather than spreading efforts too thinly. This focused approach allows for better measurement of effectiveness and optimization of resources. Balancing Platform Risks and Rewards While direct bookings offer greater control and reduced platform dependency, OTAs continue to provide valuable exposure and guest protection. Striking a balance between these channels is crucial for maximizing occupancy and minimizing risk. Resources and Guidance For those looking to enhance their direct booking performance, resources like CraftedStays and industry podcasts serve as invaluable sources of guidance and inspiration. This platform aims to provide insights into emerging trends, innovative strategies, and success stories within the dynamic short-term rental landscape. Embracing Innovation and Opportunity As a relatively young industry, short-term rentals present ample opportunities for creativity and innovation. New entrants can leverage this dynamic environment to carve out niches, differentiate offerings, and capitalize on evolving guest preferences. In conclusion, transitioning from OTAs to direct bookings represents a strategic evolution for short-term rental operators. By focusing on building a strong online presence, implementing targeted marketing strategies, and leveraging valuable resources, property owners can unlock new levels of success and sustainability in the competitive vacation rental market. Follow Michael on instagram @strlikethebest & @michaelchangbnb Transcription Michael: You don’t know where to start. Like find people that have done it before. Facebook groups are a great place. Your local real estate meetup, like wherever you can find people that I think it’s also important to find people that you connect with. Right. It’s, I mean, it’s hard. Like I’m, you know, 44 and I have two kids. Michael: Like it’s hard to connect with probably like a 20 year old that like is just starting out and. thing, but like, you know, if you find someone else that is, you know, you and that person on the same wavelength, you know, similar values, similar background, whatever it is. Um, I think there’s that kind of like trust there that gets, uh, you know, that you can kind of bond a lot easier and then that trust factor is a lot higher and then you, you know, kind of take the advice that you’re given because sometimes it’s hard actually, it’s just like, You hear the advice, but like, you don’t take the advice and like, you got to listen to, you got to hear it from someone that you like believe in and trust to, to take that advice. Gil: Hey folks, welcome back to direct booking simplified. We break down the tactics and strategies to win in direct bookings. Today’s show is me slightly different. We have Michael Chang on the line. He’s a short term mental host himself. He does Airbnb arbitrage and is also a coach on today’s show. We’re going to actually do a collaboration together. Gil: Well, we get to interview each other. So let’s get right in.  Michael: Uh, it’s my great pleasure to welcome Gil Chan to the show. Gil, thanks for joining us today.  Gil: Yeah, it’s great to be here.  Michael: And, uh, thanks for, uh, you’re, you’re my first guest where we’re live streaming, uh, the podcast. So, um, you know, anything, anything goes wrong, don’t worry about it. Michael: We’ll just keep talking and, uh, and we’ll edit it afterwards, but hopefully we’ll have a few people watching. And if you’re, if you are watching, if you have any questions, feel free to, feel free to, uh, uh, To write your questions down and we’ll try to answer them. But, um, no, but, but Gil, like, no, great to have you on the show. Michael: We met at STR wealth, um, conference in Nashville back in February. So, um, you’ve been, you’ve been busy ever since with, uh, with, with your properties and new projects. So I’m excited to talk more about that.  Gil: Life has not slowed down at all. Um,  Michael: but why don’t, before we start off, um, why don’t you give a chance to introduce yourself to the audience? Michael: Um, kind of what you do and, uh, and your portfolio particularly.  Gil: Yeah. Yeah. So I, I’m a short term rental host myself. I have three properties, uh, two in Branson, Missouri, sorry, two in the smoky mountains and one in Branson, Missouri, been hosting for a couple of years now, and then I’m also the CEO and founder of crafted