The Brand & Market Podcast - Turning Airbnb Listings into Legacies

What if your short-term rental could outperform the entire market it's in, before your first guest even checks in?In this episode, I sit down with Heather Martini and Emily King, of Data Led Designs, to talk about what it really takes to build a profitable short-term rental in today’s competitive landscape. Heather brings her business intelligence background and Airbnb Superhost experience, while Emily blends luxury marketing expertise with hands-on hosting success. Together, they’re helping investors make smarter, data-driven decisions.We unpack how to choose the right market, how to select amenities that actually produce ROI, and how to design a guest experience that commands higher nightly rates and better reviews.Emily also shares the real numbers behind her Cary, North Carolina STR—and they are wildly impressive.Find It Quickly:00:30 - Meet Heather and Emily01:52 - Heather's Journey and the Birth of Data Led Designs03:54 - Emily's Background and Role in Data Led Designs05:14 - The Importance of Guest Experience in Short-Term Rentals05:58 - Market Insight Reports: Customization and Client Collaboration10:00 - Maximizing Investment in Short-Term Rentals11:42 - Amenity Strategy: Quick Wins vs. Premium Positioning20:01 - Navigating Established vs. Up-and-Coming Markets23:38 - Navigating Local Regulations for Short-Term Rentals24:56 - Handling Uninvestable Areas26:22 - Market Insight Report for Cary, North Carolina27:54 - Renovation and Amenity Strategy32:19 - Guest Experience and Hospitality38:32 - Impressive Occupancy and Revenue NumbersMentioned in this EpisodeCohosting with Ali: brandandmarket.co/cohosting-servicesConnect with Data Led DesignsWebsite: dataleddesigns.comReports: dataleddesigns.com/airbnb-market-research | Use the code "brandandmarket10" for 10% off any report.Instagram: instagram.com/dataleddesigns_strInstagram: instagram.com/bramble.cary

Are you ready to launch your new short-term rental property? Not without a pre-launch waitlist! In today’s episode, I’m breaking down the strategy behind having a short-term rental waitlist before the property officially launches, and how doing so will drive up your bookings. Time-stamps:Stop waiting for it to be perfect (1:56)Understanding what a waitlist is and what it isn’t (5:45)Drive early bookings with your waitlist (8:51)How to build your waitlist (9:51)Short-Term Rental Marketing Quiz (12:13)Making your waitlist a brand builder (12:49)Systems for running your waitlist (16:16)Mentioned in This Episode:Short-Term Rental Marketing Quiz: tryinteract.com/share/quiz50% off your first year subscription to Flodesk: partners.flodesk.com/brand-and-marketConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Has your rental income been affected by Airbnb’s service fee update? In today’s episode, I’m sharing the impact that the recent change has had on short-term rental owners, including myself. I’m breaking down the real numbers, plus why right now is the time to implement a direct booking site in response.Time-stamps:Recent changes to Airbnb fees (1:51)How the fees are impacting my properties (5:55)Short-Term Rental Marketing Quiz (10:56)Will all hosts eventually have to pay the larger fee? (11:33)The solution is a direct booking site (15:41)Mentioned in This Episode:Short-Term Rental Marketing Quiz: tryinteract.com/share/quiz/67b64381e7fc2f0015f9ad97Airbnb Service Fees: airbnb.com/help/articleConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Do you have a social media plan for your short-term rental? In today’s episode, I’m diving into a few main action steps to take when planning your content. I’ll be chatting about how to pick the right platform, your posting cadence, and what posts will actually make a difference in your bookings.Time-stamps:Does your short-term rental have to be on social media? (1:14)Picking the right platform for your social media content (3:59)Picking a sustainable posting cadence (8:07)Short-Term Rental Marketing Quiz (10:19)Where to get started with posting (10:56)Recording B-roll and other video content (14:03)Narrowing down your content pillars (16:18)Mentioned in This Episode:Short-Term Rental Marketing Quiz: tryinteract.com/share/quiz/67b64381e7fc2f0015f9ad97How I’ve Earned A Perfect 5-Star Rating On My Rental Property: brandandmarket.co/blog/how-ive-earned-a-perfect-5-star-ratingConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Is your property ready to book? In today’s episode, I’m taking you behind-the-scenes as we put the final touches on our newest property, Luna (the first property at the Elysian micro-resort). I’m diving into our last items on the to-do list and some unexpected challenges as we approach our opening date. Remember, use code STAY50 to receive $50 off your booking at Luna/Elysian when you book on our direct booking site! Join the Waitlist: brandandmarket.myflodesk.com/elysian-waitlistTime-stamps:Luna’s flooring installation (2:09)The final thing on our to-do list (8:26)Short-Term Rental Acquisition Checklist (9:20)Putting finishing touches on the kitchen cabinets (10:12)Lessons from the final days of construction (12:01)Pivoting on design decisions (13:22)One last electrical issue (17:17)Almost ready to book (18:26)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistElysian on Instagram: instagram.com/stayatelysianStay at Elysian waitlist: brandandmarket.myflodesk.com/elysian-waitlistEpisode 73 Elysian Airbnb Case Study [Part 3]:podcasts.apple.com/us/podcast/finding-our-short-term-rental-elysian-airbnb-case-studyEpisode 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-elysian

What does it take to create a truly special short-term rental? Maybe you want to create a boutique hotel or even a micro-resort. In today’s episode, I’m talking with property owner Ian Joseph about the development of his hospitality group and West Virginia stays. We also dive into his background in both commercial banking and real estate development, and how he has combined these interests with his love for hosting to create a unique personal brand. Time-stamps:Get to know Ian Joseph (1:37)Investing in West Virginia (3:30)See the value where others might not (7:48)Overcoming doubt and managing risk (10:30)Acquiring properties with a banking background (17:57)Short-Term Rental Acquisition Checklist (28:22)Building relationships with local communities (29:14)Finding the land and developing a micro-resort (33:15)From residential to commercial real estate (39:09)Building a personal brand from a wide range of experience (43:20)Be the best in your brand and market (47:03)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklist“The War of Art” by Steven Pressfield: a.co/d/a9eH8xsConnect with Ian: Instagram: instagram.com/ijoseph09Email: ian@staywithbranch.comStay with Branch on Instagram: instagram.com/staywithbranchThe Billy Motel on Instagram: instagram.com/thebillymotelSign up for the Stay with Branch email list to receive $50 off your first stay in Berkeley Springs: staywithbranch.comConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Wondering what tech to purchase for your short-term rental? In today’s episode, I’m sharing how three pieces of tech equipment have made huge differences for us in managing our properties. Listen in for my review on the Schlage Smart Locks, cameras from Google Home, and internet services by Starlink. Time-stamps:Schlage Smart Lock (2:15)Google Home (5:28)Lodgify (9:52)Starlink (11:32)Mentioned in This Episode:Schlage Smart Lock: schlage.comGoogle Home: home.google.comGet 20% off your annual subscription of Lodgify: brandandmarket.co/lodgifyShort-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistConnect with Ali: Website: brandandmarket.coInstagram: instagram.com/brandandmarket.coBook a discovery call with Ali: brandandmarket.17hats.com/p#/scheduling

Are you looking for fresh advice for marketing your short-term rental in 2026? In today’s episode, I’m giving you a behind-the-scenes look at how I personally am marketing my properties based on up-to-date market research and knowledge. Listen in for my strategy to increase revenue, referrals, and overall bookings this year. Time-stamps:Analyzing current social media trends (2:58)2026 influencer strategy (8:28)Leveraging local partnerships (12:16)Short-Term Rental Acquisition (15:43)Additional affiliate income from within our rentals (16:35)Taking advantages of services via The Host Co. (19:23)Pulling guests to your direct booking site (21:50)SEO vs. GEO (26:25)Waitlist and email marketing strategy (29:44)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistConnect with Ali: Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Is your rental’s branding impacting its success? In today’s episode, I’m giving you a behind-the-scenes look at the brand design of The Homestead at Cunningham Creek. This property is extra special to me, as it belongs to my in-laws. Listen in to hear about our choices regarding the brand theme, design, and the brand visuals for the property.Time-stamps:The story behind the name (2:13)Creating themes through branding (7:55)Understanding our ideal guest avatar (10:39)What differentiates our rental from others nearby (14:44)How the brand theme is reflected in the interior design (20:05)Brand visuals and the intentional design decisions (22:45)Incorporating brand visuals throughout your property (26:11)Mentioned in This Episode:The Homestead at Cunningham Creek on Airbnb: airbnb.com/roomsThe Homestead at Cunningham Creek on Instagram: instagram.com/homesteadatccThe Homestead at Cunningham Creek Blog Post: brandandmarket.co/blog/short-term-rental-branding-case-study-homestead-cunningham-creekConnect with Ali: Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co

Happy new year! 2025 was an incredible year of growth and upgrades for my short-term rental properties, as well as my business. In this episode, I’m taking a look back at the most impactful moments of my year and the lessons I’m taking into 2026. Time-stamps:My early 2025 rebrand (1:58)Hiring a podcast producer and a virtual assistant (5:54)Attending Level Up Your Listing (11:20)Beginning to dream again (15:50)Updates on The Commonwealth (17:12)Differentiating myself as a co-host (23:02)Honing in on my podcast with Soundboard Society (24:06)Giving The Commonwealth a design upgrade (28:39)Discovering Luna, our latest project (30:47)Investing in Action Academy (34:13)Looking ahead to 2026 (40:11)Mentioned in This Episode:Short-Term Rental Acquisition Checklist: brandandmarket.myflodesk.com/str-acquisition-checklistElysian on Instagram: instagram.com/stayatelysianNo Vacancy The Podcast with Natalie Palmer and guest Ali Haney: podcasts.apple.com/ca/podcast/169-this-is-the-one-thing-that-will-make-or-breakJoin Soundboard Society with Gaffin Creative: gaffincreative.com/soundboardThe Action Academy: actionacademy.comConnect with Ali: Book a discovery call with Ali: brandandmarket.17hats.com/p#/schedulingWebsite: brandandmarket.coInstagram: instagram.com/brandandmarket.co

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