The Brand & Market Podcast - Turning Airbnb Listings into Legacies

Are you wondering what’s possible for you as a short-term rental owner?  In today’s episode, I’m talking with real estate investor and property manager Zac Willms. Zac shares his inspiring story from launching a highly-successful glamping resort in Canada to now managing multiple villas in Mexico. If you're ready to expand your short-term rental portfolio, get ready to be inspired by this episode!Time-stamps:Introducing Zac Willms (1:02)Zac’s start with living in and renting a duplex (3:07)A lucky start with zoning laws (4:56)Developing a glamping resort (6:58)What Grotto Getaway looks like today (10:53)The acquisition process of such a unique property (15:35)Transitioning the campsite into a luxury glamping resort (18:44)Short-Term Rental Acquisition Checklist (21:53)Strategies for boosting each unit (22:45)The finances of glamping (24:19)From Canada to Mexico (26:06)Managing villas with Zuna Stays (29:19)A typical day as a property manager (31:25)Zac’s differing roles between Canada and Mexico (33:41)Social media marketing strategy for growing your audience (36:23)How to be the best in your brand and market (42:33)Mentioned in This Episode:10% off your stay in Tulum with code BACKTOZUNAPARADISE: zunastays.comShort-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistConnect with Zac:Grotto Getaway: grottogetaway.comZuna Stays: zunastays.comInstagram: instagram.com/zacwillmsConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are you curious about what it’s like to bring your rental visions to life? In today’s episode, I’m taking you through the process of closing on our newest rental property: Elysian. Plus, I’m diving into each step we’re currently taking to get the property’s first rental ready for guests. Time-stamps:The unexpected closing story (1:51)Surprise Airbnb reservations (7:36)Bringing the interior design plan to life (10:58)Short-Term Rental Acquisition Checklist (20:18)Realizing how quickly items go out of stock (21:10)Handiwork during Thanksgiving week (23:11)The long-term vision for the property (30:45)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistElysian on Instagram: instagram.com/stayatelysianEpisode 71 Elysian Airbnb Case Study [Part 2]: podcasts.apple.com/us/podcast/finding-our-short-term-rental-elysian-airbnb-case-studyEpisode 69 Elysian Airbnb Case Study [Part 1]: podcasts.apple.com/us/podcast/buying-for-short-term-rental-opportunities-elysianÖÖD Mirror Houses: instagram.com/oodhousesConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Interested in adding an additional unit to your short-term rental property? In today’s episode, I’m talking with Will Brooks, owner and operator of multiple accessory dwelling units (ADUs). Will breaks down his ADU strategy, from zoning laws and unique features to financing and returns on investment. Time-stamps:Will Brooks and understanding ADUs (1:19)The best markets for ADUs (6:23)Dabbling in the mid-term rental market (10:02)Building an ADU on your personal property (12:48)Zoning laws for ADUs (19:23)Lodgify (23:12)Upselling and benefits of the bigger property (24:29)The unique features of one of Will’s properties (31:00)The ROI on ADUs (34:45)How to be the best in your brand and market (43:12)Mentioned in This Episode:Get 20% off your annual subscription of Lodgify: www.brandandmarket.co/lodgifyConnect with Will:Website: shorttermraleigh.comConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are you purchasing your next short-term rental property? In today’s episode, I’m talking through every step of being under contract for our next rental: Elysian, the dome house. I’m sharing what we prioritized in our contract negotiation, our process of hiring an interior designer, plus the new brand identity created just for this property. Time-stamps:Negotiating our offer and contract (1:51)The due diligence period (3:05)Hiring an interior designer (7:42)Co-hosting Services (13:02)Creating the brand for the property (14:21)Starting a waitlist and initial marketing (21:31)Setting up the business side (23:32)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Elysian on Instagram: instagram.com/stayatelysianEpisode 69 Elysian Airbnb Case Study [Part 1]: podcasts.apple.com/us/podcast/buying-for-short-term-rental-opportunities-elysianColor Palettes Blog Post:Connect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are you taking the right legal steps for your Airbnb property? In today’s episode, I’m talking with real estate attorney and investor Katie Johnson. Katie shares her perspective on setting up your real estate portfolio, utilizing zoning ordinances to your advantage for short-term rentals, and how local communities are legally responding to the Airbnb market. Time-stamps:Meet Katie (0:47)Katie’s short-term rental journey (2:24)Following in a parent’s footsteps and niching down (4:10)Katie’s real estate portfolio today (5:37)Loving the experience of a gut rehab (7:23)How to set your portfolio up legally (8:57)Setting up properties across multiple states (14:43)Common mistakes in the Airbnb rental business structure (16:27)Co-hosting Services (19:23)Ali’s zoning laws horror story (20:53)How local communities are handling short-term rentals (29:41)Using zoning ordinances to help you choose properties (33:55)How a real estate attorney can help (35:21)How to be the best in your brand and market (36:12)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Katie Johnson Initial Consultation: calendly.com/katiejohnsonplc/15minChecklist: katiejohnsonplc.myflodesk.com/strlegalchecklistConnect with Katie:Website: katiejohnsonplc.comInstagram: instagram.com/katiethereattorneyConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are you thinking about purchasing your next short-term rental property? In today’s episode, I’m talking through every step of the process in finding our next rental: Elysian, the dome house. I’m sharing how I found the property, what expenses I researched beforehand, and how we even ended up staying the night to experience the rental ourselves. Time-stamps:Searching for our next short-term rental (1:53)Finding the Dome House (4:48)Researching the property (8:03)Accessing the P&Ls (11:46)Co-hosting Services (13:45)The perfect getaway location (15:04)Staying at the property prior to purchase (15:59)Reviewing the reviews with ChatGPT (21:22)Double-checking the utilities and zoning laws (22:35)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting The offer sheet daily: theoffersheet.comConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Do you have a direct booking site for your Airbnb rental? In today’s episode, I’m joined by Abbey Oslin of Duo Collective to talk about the impact of a direct booking site on your STR rental bookings. Plus, tips for collecting data from your site, growing your domain authority, and promoting the site to your guests. Time-stamps:Meet Abbey Oslin of Duo Collective (0:52)SEO and how it relates to your direct booking site (3:49)Understanding SEO terms: crawling vs. ranking (6:05)Comparing direct booking sites to Airbnb (8:05)The impact of AI on short-term rental booking (10:52)The power of data from direct booking sites (14:57)Using your Google Business Profile to book your rental (16:44)Co-hosting Services (19:03) Where to start with creating your direct booking site (20:23)Building your domain through a property management platform (34:07)Promoting your direct booking site to current and past guests (38:47)Be the best in your brand and market (43:48)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Rich Results Test: search.google.com/test/rich-resultsConnect with Abbey:SEO Keywords Freebie: duocollective.com/free-seo-toolsWebsite: duocollective.comInstagram: instagram.com/duo.collectiveSubstack: duocollective.substack.comConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Happy Halloween! In today’s episode, I’m telling the tale of my past listing mistakes that still haunt me today. Listen in to avoid meeting the same spooky ghosts at your short-term rental!Time-stamps:The spooky story of my first Airbnb (2:02)The ghost of bad listing photos (3:23)The ghost of lacking interior design (6:17)Co-hosting Services (15:11)The ghost of neglected maintenance (16:30)The ghost of forgotten supplies and amenities (19:38)The ghost of lost revenue (21:56)Our haunted Airbnb (25:24)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Connect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are you looking for more opportunities to book your Airbnb and short-term rental? In today’s episode, I’m joined by Hannah Pobar of the Home Studio List to talk about how the platform connects hosts with production companies, photographers, and content creators. Listen in to get insider tips on how to find success on Home Studio List!Time-stamps:Meet Hannah Pobar of Home Studio List (1:17)Listing your rental on Home Studio List (6:41)From photography to the tech industry (12:22)Co-hosting Services (15:44)Managing your booking requests (17:03)The range of possible bookings (19:44)Pricing and rates on the Home Studio List (20:57)The most successful home studio markets (22:53)The cost of being on Home Studio List (26:21)The seasonality of bookings (27:28)Preparing your rental for Home Studio List (31:22)Be the best in your brand and market (32:48)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Connect with Home Studio List:Website: homestudiolist.comInstagram: instagram.com/homestudiolistConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

How do you know that it’s time to hire a co-host for your rental? In today’s episode, I’m breaking down some of the most common signs that this might be the best decision for your property. Plus, questions to ask your potential co-host to make sure that they are the best fit for you, your property, and your guests. Time-stamps:Defining a “co-host” (3:27)Typical duties of a co-host (4:19)You dread checking your notifications (9:22)You never have the right supplies on hand (11:05)Your ratings are starting to drop (12:01)Co-hosting Services (13:22)You’re feeling overwhelmed by your property (14:41)Your small problems become patterns (16:09)Asking the right questions to your potential co-host (18:30)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Happy birthday to my daughter, Huxley! Today’s episode is part of a special family tradition of getting to be on the podcast for your birthday. Enjoy this short and sweet chat with Huxley all about her experiences at school, her dreams for the future, and her birthday plans!Time-stamps:Thoughts on school (1:33)Favorite classes, the state fair art show, and making honor roll (2:16)What Huxley wants to be when she grows up (5:06)Huxley’s birthday plans (7:51)Huxley’s future podcast (13:14)Mentioned in This Episode:Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

believe hospitality is so much more than a transaction—it’s the heartbeat of creating unforgettable experiences. In today’s episode, I’m sharing the benefits of going above and beyond, as laid out in Will Guidara’s book Unreasonable Hospitality. I’m diving into how you can take the most impactful lessons from the book and apply them to your short-term rental. Time-stamps:The nobility of hospitality (5:04)Adversity is a terrible thing to waste (9:00)Co-hosting Services (12:00)What would you try if you knew you couldn’t fail? (13:17)The opposite of a good idea is also a good idea (14:33)A dream will never come true if you don’t say it out loud (15:54)Hospitality is not transactional (19:19)Becoming a Dreamweaver (20:28)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingUnreasonable Hospitality: unreasonablehospitality.comThe STR Book Club: thestrbookclub.comBusiness Systems for a Short-Term Rental with Kassie LayneConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

What makes an Airbnb that guests can’t wait to return to?In this episode, I’m sharing the exact habits and strategies I’ve used to consistently deliver five-star guest experiences and stand out in a competitive market.Time-stamps:Quick wins (0:45)Short-term rentals are not passive investments (3:20)Match expectations of what guests see on your listing (6:02)Audit your guest communication (8:28)Co-hosting Services (11:35)Design for your ideal guest (12:55)Act as a concierge for your area (19:06)Create a home away from home (23:27)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Happy birthday to my son, Jackson! Today’s episode is a special family tradition of getting to be on the podcast for your birthday. Enjoy this short and sweet talk all about his love for sharks, his Airbnb memories, and all of his favorites as he turns five. Time-stamps:Birthday party excitement (1:04)Jackson’s love for sharks and dinosaurs (1:26)Jackson’s favorite stuffed animal (2:30)Jackson’s favorite Airbnbs (3:02)Jackson’s favorite color (7:38) Jackson’s favorite memory from being four (9:21)Mentioned in This Episode:Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

What can public relations do for your short-term rental? In today’s episode, I’m talking with Holly Mitton of Little Bird Boston, a marketing and PR agency. Holly shares the power of PR in the hospitality industry, plus steps you can take today to incorporate it into your Airbnb's marketing strategy.

Are you ignoring the red flags of a potential investment property? In today’s episode, I’m sharing a recent experience I had of discovering the perfect property for an Airbnb listing… until I took a closer look. I walk you through our due diligence process, the major issues we uncovered (spoiler alert: barking dogs and missing ovens), and why the numbers that look great on paper don’t always tell the whole story. This isn’t just about one deal gone wrong—it’s about evaluating Airbnb properties for long-term success.Time-stamps:The Airbnb property that seemed perfect… at first (1:55)The first warning signs (5:47)Co-hosting Services (9:30)Uncovering the major red flags in short-term rental properties (10:49)Lessons learned from considering a red flag property (18:05)Mentioned in This Episode:Co-hosting Services: www.brandandmarket.co/cohosting Episode 49 From Wedding Venue Dreams to Airbnb Success - Our Kentucky Property Pivot: podcasts.apple.com/us/podcast/from-wedding-venue-dreams-to-airbnb-success-our-kentuckyAirDNA: airdna.coConnect with Ali: Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Are Google Ads worth it for a local realtor? In today’s episode, I’m talking with Jack Hepp of Industrious Marketing about Google Ads strategy for realtors. We’re diving into what’s worth it, what to expect from your budget, and how to stand out with the help of your personal brand. Time-stamps:Meet Jack (1:06)How Industrious Marketing got started (3:18)Understanding types of Google Ads (4:18)Differentiating your ad with your personal brand (11:15)Targeting your ideal clients with keywords (13:28)The strategy behind long-tail keywords (16:14)Airbnb (17:27)Creating a sticky brand ecosystem (18:28)Expectations for budget and ROI (20:49)Should you sell property via Google Ads? (25:29)Work with Jack and Industrious Marketing (28:53)Be the best in your brand and market (32:11)Mentioned in This Episode:Airbnb: brandandmarket.co/airbnb Connect with Jack:Website: industriousmarketing.coLinkedIn: linkedin.com/in/harrisonjheppConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Is your Airbnb property living up to its potential? In today’s episode, I’m taking you step-by-step through the process of branding for the Tennessee, Together cabin in Pigeon Forge, TN, an Airbnb for unplugging. I’ll be sharing how together with the short-term rental property owner and interior design team, I took the property’s biggest drawback and turned it into a brand that attracts dream guests. Time-stamps:Meeting Jessica, the Airbnb host (1:53)The cabin’s major drawbacks (4:57)Turning a drawback into a brand (7:08)Airbnb Cohosting Services (11:00)How the brand translated into the interior design (12:25)Creating the property’s visual brand (17:38)Launching with the new branding (21:24)Case study takeaways (23:23)Mentioned in This Episode:Thrive Vacation Homes: instagram.com/thrivevacationhomesTennessee, Together Airbnb Listing: airbnb.com/h/tennesseetogetherbythriveEpisode 35 Level Up Your Listing: podcasts.apple.com/us/podcast/level-up-your-listingLevel Up Your Listing Summit: levelupyourlistingsummit.comSomerled Designs: somerleddesigns.comCohosting Services: www.brandandmarket.co/cohosting Connect with Ali:Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Today’s episode is a special one. It’s a birthday interview with my youngest son, Emerson! Enjoy this short and sweet talk all about his third birthday plans, Jeep obsession, and being the baby in our family. Time-stamps:Get to know Emerson (1:00)Birthday party plans (1:22)What Emerson hopes to get as a birthday gift (2:37)What Emerson wants to be when he grows up (4:11)Does Emerson like being the baby? (5:22)Mentioned in This Episode:Website: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Feel like you just can’t do it all when it comes to your marketing? In today’s episode, I’m talking about the number one thing that you can focus on to keep up with the rapidly changing digital landscape: keyword research. Time-stamps:The one next best step (1:22)Why keyword research is crucial (2:34)Understanding keywords (3:13)Actionable tips to start keyword research (4:44) Airbnb social media marketing: Instagram now shows up in Google search results (8:43)Focusing on Instagram captions: Airbnb social media marketing (9:38)Long-tail keywords (10:44)Hashtags are not dead (11:26)ChatGPT can now search keywords and websites (13:03)Mentioned in This Episode:Answer The Public: answerthepublic.comGoogle Keyword Planner: business.google.com/us/ad-tools/keyword-plannerUbersuggest: neilpatel.com/ubersuggestChatGPT: chatgpt.comEpisode 48 Eden Sloboth: podcasts.apple.com/us/podcast/seo-for-realtors-and-rental-owners-how-to-get-foundWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co