Latest / Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights / This Dog-Friendly Airbnb Strategy Gets 95% Direct Bookings

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This Dog-Friendly Airbnb Strategy Gets 95% Direct Bookings · Host Planet: Airbnb, Holiday Let, and Vacation Rental Insights

• 0:00
  Welcome to the House Planet Playbook, your go to guide for
• 0:03
  mastering short term rentals. In this special series, we're
• 0:06
  sitting down with 30 of the world's top property managers to
• 0:10
  uncover what really drives success in the vacation rental
• 0:13
  industry. You'll hear their stories, learn
• 0:15
  the key lessons they've picked up along the way, and discover
• 0:18
  the game changing tech they use to deliver 5 star guest
• 0:22
  experiences. If you're serious about growing
• 0:25
  your STR business, you're in the right place.
• 0:28
  We've also developed an ebook featuring the stories of every
• 0:31
  manager in this series and you can download it for free.
• 0:35
  Head to House Planet dot Club to find out more.
• 0:38
  In today's episode we're chatting to Sarah Sokol from
• 0:40
  Little White Dog Properties. Stand by for a deep dive into
• 0:44
  hosting 4 Legged Friends and how to achieve 95% direct bookings.
• 0:54
  This special series is brought to you by Hostplanets and
• 0:57
  Hospitable, the smart AI powered property management software
• 1:01
  trusted by hosts worldwide. With Hospitable, you can
• 1:05
  automate guest messaging, sync calendars across platforms and
• 1:09
  manage your rentals with ease, all from one powerful, easy to
• 1:12
  use platform. If you're keen to run your short
• 1:15
  term rental on autopilot, try Hospitable today.
• 1:19
  Visit hospitable.com/houseplanets.
• 1:22
  See how the platform can save you time.
• 1:24
  Reduce, dress and maximize your earners.
• 1:27
  Sarah, thank you for being part of the House Planet Playbook.
• 1:30
  Let's start with you. What's the name of your company,
• 1:33
  Where are you located, and how many rentals do you manage?
• 1:37
  Hi, James. Yeah, hi.
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  I'm Sarah Sokol. I am currently in Mid Coast
• 1:42
  Maine. My property, I have one.
• 1:45
  I'm a solo owner and manager of one property here on the coast
• 1:50
  of Maine in Georgetown. The name of my business is
• 1:53
  Little White Dog Properties. I think that's hopeful that
• 1:56
  they'll be more properties in the future.
• 2:00
  Yeah, it's a lovely 3 bedroom, 2 bath cabin right on the water on
• 2:06
  a lovely little island in coastal Maine.
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  It's close to heaven if you ask me.
• 2:10
  Sounds wonderful. OK then, so tell us how you got
• 2:14
  started in the world of short term rentals?
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  OK, so I guess I'll say what everybody else always says.
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  I fell into it, right? Isn't that what everybody says
• 2:22
  about it? Oh yeah.
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  I've always kind of enjoyed taking care of people.
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  I've always enjoyed taking care of a home.
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  I've been kind of very domestic my whole life.
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  And I think I thought when I was a kid that I wanted to possibly
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  run a bed and breakfast. And then as I got older and
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  vacation rentals and short term rentals became such a thing, I
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  realized that that might be a little bit more of like what I
• 2:50
  want to get into, at least for this stage of my life.
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  So oddly enough, in the summer of 2020, it seems like that's
• 2:58
  kind of when a lot of people jumped on board.
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  That was just financially when myself and my now ex-husband had
• 3:04
  the opportunity to purchase a property to use for this type of
• 3:08
  thing. So we went ahead and did that
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  and I haven't looked back. I've been enjoying every second
• 3:14
  of it. I just am in the midst of my
• 3:16
  fifth summer, which is our busy season here on the coast.
• 3:20
  I can't believe it's been 5 summers already.
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  I love this. This is a really nice compliment
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  to my full time job. It's just a nice way for me to
• 3:30
  kind of scratch that itch of being a caretaker for four
• 3:34
  people and to share this state that I have adopted and I love
• 3:39
  so much. So tell us about your your other
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  job and how the skills that you've got in that help you to
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  run your rental. Yeah, so I am a positive
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  reinforcement dog trainer. I have been voted best dog
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  trainer in the state of Maine for nine years and ranked 25th
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  best in the country. I've been doing this a really,
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  really long time. And the one misconception with
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  training dogs is that this is you're working with dogs, which
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  they are there, but I'm really working with people.
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  And I think that what I've learned a lot over all of these
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  years training dogs and and teaching people how to train
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  their dogs is how to communicate well with people.
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  And I, I have very high standards myself for how I
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  interact with businesses and how I expect businesses to interact
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  with me. I've had a long time to be able
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  to practice putting those skills into play my dog training
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  business, that hospitality, so to speak, in my dog training
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  business with my dog training clients.
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  And so when I started the vacation rental, it kind of just
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  fell into place because I was already taking care of people
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  and being very hospitable in my dog training job.
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  So it was kind of easy for me to kind of bounce that over into
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  the vacation rental. The other thing that has kind of
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  bled over is the dogs. I always joke that I'm a crazy
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  dog lady in any forum that you put me in.
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  So obviously my vacation rental is very dog friendly.
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  I, if I was going to do this, I was going to do it.
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  And I've jumped in and I've really embraced welcoming dogs
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  rather than just tolerating them or being pet friendly.
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  And what that gave me, and because my dog training business
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  is so successful my very first year that I opened the vacation
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  rental, I, like everybody else, had my properties on the, my
• 5:38
  property on the OTAs, but I had a direct book site as well.
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  I wasn't afraid of direct bookings because I am used to
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  running my own business and taking registrations through my
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  own website. So just because I was able to
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  share this new venture with my dog training clients and because
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  I had such a lovely relationship with all the people that I help
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  for dog training, they shared my new business venture with
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  everybody they knew that had dogs who are looking to travel
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  to Maine. And my very first year in
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  business, I was able to book 50% of my bookings direct.
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  My very first year in business, I'm up to 95% direct book
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  because of the dog piece of this and because dog people are
• 6:23
  really passionate about their dogs and they want to find a
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  place where they are able to take their dogs and and where
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  they're welcomed with their dogs.
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  That's really outstanding. 95% direct bookings is amazing.
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  So you say that the the dog friendly aspect is, is really
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  helping you to nail down this niche Really.
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  So, So what does your property look like then?
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  So tell us how it really enhances the experience for
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  people who've got dogs. Yeah, for me, it was important
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  for the dogs to feel welcome there and not just an
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  afterthought. So I'm really catering to guests
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  who are bringing their dogs. I have some guests who don't
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  bring dogs. Usually those people have dogs,
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  they're just travelling by plane and maybe aren't necessarily
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  bringing their dogs, but the property is really catered to
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  welcoming dogs as a first thought rather than an
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  afterthought. Part of this is because
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  obviously I want to make people come and stay with me who have
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  their dogs. Part of this though, if I'm
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  being honest, is to make the lives of my cleaners easier.
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  So for example, I supply dog beds, washable dog beds that
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  helps keep the dogs maybe on that bed versus on the rug or on
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  the sofa. If the dog is comfortable on the
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  sofa, fine with me. I provide washable covers that I
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  ask us to put on top of the sofa.
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  This makes those changeovers a lot easier if the dog is getting
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  on and off the furniture. I provide dog toys, I provide a
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  pet first aid kit. I've got all sorts of agility
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  equipment in the yard for my dog guests bowls.
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  I I have a crates available for my clients to use.
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  So it, it makes it as easy as possible for my guests to bring
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  their dogs with them. But again, in turn, this also
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  makes it easy for me to host dogs and easy for my cleaners on
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  those changeover days, especially because in the
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  summer, we're always same day changeovers.
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  So that we're able to provide a rental that has that's spotless,
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  that is not only welcoming to dogs, but it's spotless.
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  And I have so many guests who say, especially in their
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  reviews, how they can't believe that this is such a dog
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  welcoming property considering how clean it is.
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  Yeah. I was going to ask you kind of
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  what makes your brand stand out among the competition, but I
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  think you've kind of explained it really well.
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  I mean, are there any other similar properties in the area
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  doing what you're doing or are you pretty unique?
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  Not what I'm doing, no, not in, not on the island that my
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  property is on. Yeah, I do think that that's
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  definitely what makes me stand out and what keeps my calendar
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  really full. I think the other thing besides
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  obviously welcoming dogs is I'm also not afraid of having
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  multiple dogs. I recently had four dogs stay.
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  I will take more dogs. Obviously I'm aware of space, so
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  if I'm at my Max cap for people, I'm not gonna take 5 or 6 dogs
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  as well. But if if I've got a couple who
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  has six dogs, come on, bring me all the dogs.
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  I'm totally fine with that. And these are people who have
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  heard time and time again from James that will tell me we never
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  traveled before because we have 6 dogs and now we've got a place
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  that we can go. And that's how I'm building
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  repeat guests and they're telling their friends with six
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  dogs that they can go and stay in this property.
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  Like we all the crazy dog people, we all talk to each
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  other and they're all just letting everybody know that you
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  could, you've got this fantastic place that you can go and bring
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  your dog. You mentioned 50% direct
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  bookings in year 1, you're now up to 95% direct bookings.
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  So how did you make that jump from 50 to 95?
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  What were the tactics that you implemented?
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  It was just slowly over time, I'm building my social media
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  presence. I think was was big.
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  I also have a group that I started a Facebook group called
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  Dogs welcome. When I, when I after the first
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  year, I wanted, I leaned into being dog friendly the first
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  year, but I went a step further after the first year and really
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  that's when I increased the number of dogs I would accept.
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  That's when I dropped my pet fees I was looking for.
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  I love, I love the evil social media.
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  I love it for marketing purposes.
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  I think it's a great way. That's how I get a lot of my dog
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  training clients. So I started researching groups
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  that were were there for connecting people with their
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  dogs with vacation rentals or hotels or anything along those
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  lines that are pet friendly. And I found a ton in the UK and
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  nothing in the United States. And I was like, OK, opportunity
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  presents itself. So I created this group called
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  Dogs Welcome and Facebook. I posted it.
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  This just goes to show you again the power of dog.
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  I posted it. A friend of mine runs the Canine
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  Enrichment Facebook group who he's got like 500,000.
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  He's got a massive amount of people in that group.
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  Anyhow, I posted it, asked his permission, posted in his group.
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  Within 24 hours, I had grown 1000 group members just within
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  24 hours of starting that group. And it is just progressively
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  grown over the past for years. So I think that that group has
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  played a huge role in getting my property out to people with
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  dogs, as it has with a lot of other property managers and
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  owners who are also pet friendly.
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  And how much has the vacation rental helped your other dog
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  training business? Not as much as I probably could
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  push it. I'm a little nervous about
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  walking that line to be honest with you.
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  I don't want to promote too much my dog training to my my guests
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  because they're on vacation. I also don't want them to think
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  I think their dogs are naughty. But I but I do do a couple of
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  things I have in my digital guidebook.
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  I do have a section on on all the pet friendly stuff.
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  And I do have a code for my guests to get my one of my
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  training videos for free. And I do have people that take
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  it up on take me up on that. And then of course that adds
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  them to my e-mail list. I have had a few crossovers
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  where I've had a couple of clients who have started
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  following my dog training business on social media because
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  of the connection through the vacation rental and have set up
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  both virtual training sessions with them.
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  And a couple of times I've, I've this one client, they've come
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  every year for the past five years and I've actually gone to
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  my property while they were staying there and done a couple
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  of sessions with them. So not a ton, but that's not
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  really what my goal is here. But it is kind of neat when they
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  kind of crossover in both directions.
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  So tell us about your location then you're in Maine.
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  What are the main challenges and opportunities where you are?
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  Oh, biggest challenge is definitely the season.
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  So summer is obviously, you know, the busy season here as it
• 13:10
  is, I'm sure with most hosts. But we have a really dead
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  offseason. It gets cold here, it gets wet
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  here. This is just, it's very
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  difficult in the offseason to have a full calendar and that's
• 13:24
  part of it. Just accepting and understanding
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  that that is that is what it is in Maine that you're going to
• 13:30
  have kind of a slower offseason. The good news is because of the
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  niche that I'm in, I actually am able to maintain a somewhat full
• 13:40
  calendar during the offseason. Most rentals around here are
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  June, July and August is their busy season.
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  I'm full all the way into October.
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  I usually get Thanksgiving, Christmas, New Year's, and then
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  in the winter, which is really when the beast of it is.
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  It's really difficult to get bookings in the winter here.
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  I'll take the occasional weekend from people who live in
• 14:01
  Massachusetts and come on up this way and it's enough that
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  it's worth me staying open. I think that's another piece is
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  nobody else is open this time of year.
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  So for people who are looking together way, it's an
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  opportunity for them. But that's definitely been the
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  biggest challenge. But it's it's it's cyclical and
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  I know that it's coming. So I'm able to very easily
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  prepare for that. So what are your top three tips
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  for delivering an outstanding guest experience?
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  I think that one thing that is important to me is to not assume
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  the worst from my guests. I know that sounds like a
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  strange thing for their experience, but I've noticed
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  that there's sometimes some hostility within the host groups
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  on Facebook about they hear 1 little thing from the guests and
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  they're just gonna assume that their their guest is gonna do
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  this, that or the other to their property.
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  And I think that that starts you, your first interaction with
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  that guest with already a chip on your shoulder.
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  And that kind of just bleeds into every other interaction
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  that you have with that guest. So I think that assuming the
• 15:08
  best of people is going to help you provide your guests with as
• 15:13
  good of experience as you possibly can.
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  I think also be generous, be generous with your time, with
• 15:20
  your communication, your knowledge of the area.
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  Be generous with your gratitude, with your care for them, with
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  your supplies, give them the toilet paper they need.
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  Be generous, right? And I think also, and it kind of
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  goes along with the first thing that I said, but don't take
• 15:39
  things personally. So people are different types of
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  communicators. People have different ways of
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  living their lives. And not everybody's going to
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  match up with what you think people should be doing in your
• 15:51
  property or with you. As far as communication goes, I
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  never, this is a business. I never take things personally
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  that any of my guests are out to attack me or to cause a problem.
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  And so I think that that gives me a little bit more freedom and
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  opportunity to provide a really nice experience for them because
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  I don't I'm not upset or bothered if they do things a
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  little different then I would assume that someone would do in
• 16:17
  a property. Great advice.
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  I think what have been the biggest lessons learned over the
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  past five years? I'm a superhero.
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  No, what I mean by that is I have learned, and this is this
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  is affected my my everyday life. I have learned that no matter
• 16:36
  what problem presents itself, I can totally solve it.
• 16:40
  Like, you know, the thing with these homes is they're ticking
• 16:42
  time bombs. Everything's going to break at
• 16:44
  some point. And if your property is full at
• 16:46
  some point, that's going to happen when there's a guest
• 16:48
  there, right? And I've had my share of things
• 16:50
  that have gone wrong over the years.
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  Oh gosh, we have this horrible winter storm over over Christmas
• 16:57
  one time. And I have a whole house
• 16:59
  generator and I was, I knew I was running low on propane
• 17:02
  because it had been on generator for like 4 days already.
• 17:05
  I'm trying to get an emergency delivery.
• 17:07
  The entire like whole area has been out for four days.
• 17:10
  Propane companies can't get there.
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  They have to actually go into a hotel.
• 17:15
  My guest on Christmas Day, I got everything resolved.
• 17:19
  Like that's a nightmare situation, right?
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  Everything was resolved. So yes, there are things that I
• 17:25
  have implemented and put into place to help those situations
• 17:27
  not be as bad as they could be. But I've also, I've just learned
• 17:31
  that no matter what comes up, I'm not going to be worried
• 17:33
  about it. I'm going to be able to resolve
• 17:34
  it. And that has that has affected
• 17:36
  my everyday life with any problems that present themselves
• 17:39
  regardless as to whether or not that's in my vacation rental
• 17:42
  business, my dog training business or in my personal life.
• 17:45
  Yeah, there's, there's always something with vacation rentals.
• 17:49
  There's always something to pay for just about every single
• 17:51
  month. What do you love most about
• 17:55
  hosting? I think there's two things that
• 17:58
  really stand out. And 1 is this state.
• 18:01
  I'm not from Maine. I've had the privilege of, of
• 18:03
  calling this state home for the past 13 years.
• 18:06
  I am so obsessed with this state.
• 18:08
  I cannot believe I found it. I cannot believe I'm lucky
• 18:11
  enough to live here. And I, I'm just so smitten that
• 18:15
  it, it kind of tickles me that I get to share this place with
• 18:18
  other people. So I think that's probably the
• 18:20
  biggest one. But you know, a close behind is
• 18:22
  that I'm able to provide people with dogs an opportunity to
• 18:25
  travel with their dogs. And as an individual who has
• 18:28
  given up on travelling many times in the past because I
• 18:31
  couldn't take my dog with me, I know how special and important
• 18:34
  that is. And really what I'm trying to do
• 18:36
  in all of my businesses is to improve dogs lives.
• 18:41
  And so this is just another opportunity for me to do that.
• 18:44
  Superb. OK then Sarah, we've got a few
• 18:47
  quick fire questions. Which PMS do you use?
• 18:50
  Owner Res. Which dynamic pricing tool do
• 18:54
  you use? I don't use any shocker.
• 18:57
  I know, it's very strange. I just have the one property and
• 18:59
  we tend to book way way out, so I don't actually use one.
• 19:03
  You're not the only one. Which piece of tech couldn't you
• 19:08
  live without? Well, owner Rez is awesome, but
• 19:11
  I would say in addition to owner Rez, I love Canva.
• 19:14
  I I can really have some fun in Canva.
• 19:17
  Great for all the social media and all the.
• 19:18
  Marketing and 100% yes. I think I know the answer to
• 19:24
  this one. Pets yes or no?
• 19:26
  That's a big old fat yes, absolutely.
• 19:30
  Hot tubs yes or no? I do not have a hot tub.
• 19:33
  My property is a little on the remote side and getting someone
• 19:36
  to go down there and care for it on a regular basis is tricky.
• 19:39
  I'm also on a well so filling it makes me a little nervous so
• 19:41
  that's a no for me. Ideally a self check in or a
• 19:46
  personal welcome. It's a self check in, but I've
• 19:49
  done a lot of communication leading up to that check in so
• 19:54
  typically my guests aren't strangers to me even though it
• 19:57
  is a self check in. And ideally telephone call or an
• 20:01
  AI response. Oh, telephone call for sure.
• 20:04
  And what's been your most memorable hosting moment?
• 20:09
  I have a client who has stayed with me every summer and a
• 20:14
  couple years ago she's always brought her dog.
• 20:16
  A couple years ago she did let me know prior to her stay that
• 20:19
  her dog was sick, terminally ill, and wanted to know like in
• 20:23
  proximity with the closest emergency vet clinic was.
• 20:26
  That's why she was telling me that.
• 20:28
  The dog did end up passing a couple of weeks after her stay
• 20:31
  and she sent me the most beautiful e-mail about how
• 20:35
  special it was for her to be able to spend that time with her
• 20:38
  dog in my property and how she's will cherish that forever.
• 20:42
  I was a little worried she wouldn't come back after that
• 20:44
  because it might have been sad for her, but she did continue to
• 20:46
  come back even without the dog. And to me, that was that was
• 20:50
  just everything that I could give this woman that last little
• 20:53
  time with her dog and make it so special.
• 20:56
  Fantastic. OK then shout out time.
• 20:59
  Is there an individual in the STR industry who's helped you
• 21:02
  that perhaps you'd like to give a shout out to?
• 21:05
  Absolutely. Justin Ford.
• 21:07
  So Justin is from Maine, lives in Maine, even though he travels
• 21:11
  more than he's here. And when I first opened my
• 21:14
  business and started my property, I did post in one of
• 21:16
  the Facebook groups, he stepped out and said, hey, I'm local to
• 21:19
  you. I'd love to come take a look at
• 21:20
  your property if you'd like to have me and, and take a look for
• 21:23
  a safety perspective. And I absolutely jumped on that.
• 21:26
  So I've met him numerous times. He's done a personal walk
• 21:30
  through my property. I've implemented tons of changes
• 21:33
  from a safety standpoint, all things that he recommended and
• 21:37
  he, even when I had one of the many crises that I have had over
• 21:42
  the years and I ended up with an empty weekend on Labor Day
• 21:47
  weekend, he even had his Good Morning America film segment
• 21:51
  recorded at my property, so that was a nice little bonus.
• 21:54
  It worked out even though I ended up having to have my
• 21:57
  property empty that weekend. So Justin's been fantastic.
• 22:00
  I've learned a ton from him and he's really shown me and
• 22:03
  welcomed me into this space. Great shout out for Justin
• 22:07
  there. Final question then, Sarah,
• 22:09
  ultimate goal for your business. I think that just to continue to
• 22:14
  do what I'm doing, keep bringing the dogs in, keep bringing the
• 22:17
  people in. I think that the other goal that
• 22:19
  I would have is to grow a little bit.
• 22:22
  My ex-husband was not super interested in in in adding any
• 22:26
  more properties. And now that that's not a
• 22:28
  problem for me anymore, I'm ready to bring some more
• 22:30
  properties on. I'm considering dabbling in
• 22:33
  midterm rentals a little bit. So we'll see what the next
• 22:37
  couple of years bring as far as as adding more properties goes.
• 22:41
  More properties, more dogs, the advantages of divorce.
• 22:44
  I didn't think we'd finished there, but here we are.
• 22:49
  Sarah, it's been a real pleasure.
• 22:50
  Thank you for being part of the House Planet Playbook.
• 22:53
  Thanks for having me. I appreciate it, James.
• 22:55
  All right, that's it for today's episode.
• 22:57
  My thanks to Sarah for sharing her journey and for being part
• 23:00
  of the House Planet playbook. Remember, this series is brought
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  to you in partnership with Hospitable, the all in one
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  property management software designed to save you time and
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  And here's the good news. Host Planet Playbook listeners
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• 23:41
  For more free education for vacation rental house, head to
• 23:44
  House Planet dot Club where you can sign up for our newsletter,
• 23:47
  listen to our podcasts and download our suite of ebooks.
• 23:51
  Until next time, happy hosting.