In this episode of The Vacation Rental Show: How We Grow, host Lynell Gordon is joined by Jim DeVos, President of Best Beach Getaways.

Jim DeVos is the President of Best Beach Getaways, a vacation rental management company overseeing over 450 properties across Florida's Emerald Coast and beyond. Best Beach Getaways was founded with the mission of rectifying common issues in the vacation rental industry, focusing on maximizing rental revenues and reducing operating costs. Jim's extensive background includes developing consumer and B2B growth strategies, team performance improvement, and thought leadership positioning.

This episode highlights actionable insights for vacation rental managers looking to optimize their offseason and set themselves up for a successful year ahead. Jim shares his expertise on enhancing direct bookings, a customer-centric approach, and the importance of team involvement.

This episode is sponsored by Streamline.

[07:08] Operational Excellence through Team-Led Solutions - Jim discusses the value of cultivating a supportive team culture, using examples from his own company, Best Beach Getaways. He highlights the importance of fostering a family-like environment where team members are encouraged to be involved in each other’s lives outside of work, like attending personal events such as his son’s football games. This supportive culture has contributed to the retention of top talent, with the average tenure of his management team reaching 11 years, an achievement he attributes to the strong sense of belonging and shared values within the organization.

[18:36] Focusing on Unhappy Customers for Tailored Messaging - Jim explains how an insightful shift in messaging dramatically changed the way his team approached their marketing strategy. The discovery that their audience wasn't the entire market of vacation rental property owners, but specifically those who were unhappy with their current service providers, led to a transformation in how they communicated their offerings. By narrowing their focus to dissatisfied owners, they were able to tailor their messaging and make it more relevant to this specific group. This realization changed their entire messaging platform, enabling them to connect more effectively with potential clients who were already open to switching management companies. This approach helps cut through the noise by speaking directly to those who have an immediate need rather than trying to appeal to everyone in the market.

[20:13] Understanding Owners' Priorities to Drive Conversations - Jim highlights a universal truth in the property management business: all owners essentially want three things—maximum revenue, top-tier care of their property, and the assurance that they won’t be “nickel and dimed.” However, the order of these priorities differs from owner to owner, and this distinction is crucial for tailoring the conversation. For example, in some markets like Panama City Beach, owners prioritize revenue above all, whereas in areas like 30A, the focus is more on property care. By asking owners upfront to rank these priorities, Jim is able to structure the entire conversation around what matters most to them, ensuring that his pitch resonates with their unique needs and expectations. This approach not only personalizes the discussion but also builds trust and alignment, leading to better long-term client relationships.

[26:18] The Evolution of Branding - Jim emphasizes the importance of evolving the concept of branding from merely advertising a logo to creating a comprehensive brand experience. He outlines three key components of this experience in the vacation rental industry: anticipation, the actual experience during the stay, and the lasting memories created for customers. To effectively communicate with customers, businesses should focus on these elements and recognize that the brand is delivered through various touchpoints, with employees playing a crucial role. To foster customer loyalty, companies must continuously refine these aspects of the experience and ensure their team aligns with this vision every day.

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