WEBVTT NOTE This file was generated by Descript 00:00:01.175 --> 00:00:01.467 Speaker: It's Casa Cast. 00:00:02.740 --> 00:00:09.879 We got Orange Credo, Casa Cast, ourto Casa Cast, created by Casa. 00:00:11.455 --> 00:00:12.639 It's time for the show. 00:00:12.639 --> 00:00:13.180 Let's go. 00:00:15.660 --> 00:00:16.680 Steve: Hey, welcome to Casa Cast. 00:00:16.830 --> 00:00:17.849 I'm your host, Steve Schwab. 00:00:17.849 --> 00:00:21.960 Today I am here with Bert King, Eric Trojan and David Carter from the 00:00:21.960 --> 00:00:24.330 North County San Diego Casago office. 00:00:24.505 --> 00:00:25.385 Gentlemen, welcome to the show. 00:00:26.115 --> 00:00:26.625 Thank you. 00:00:26.625 --> 00:00:27.755 It's good to be here. 00:00:28.215 --> 00:00:28.635 Guys. 00:00:28.705 --> 00:00:32.275 You've been with Casago now for two and a half years. 00:00:32.744 --> 00:00:38.165 You've opened up a successful office, found a fantastic place to anchor 00:00:38.184 --> 00:00:42.637 your brick and mortar office and you're growing it quite Quickly . But 00:00:42.807 --> 00:00:48.067 more importantly you guys are outperforming on your five star reviews. 00:00:48.697 --> 00:00:50.707 In a way that I think is extraordinary. 00:00:51.187 --> 00:00:51.697 Speaker 4: Thank you. 00:00:52.057 --> 00:00:52.267 Yeah. 00:00:52.267 --> 00:00:55.877 There is a, um, philosophy of what we're doing. 00:00:55.937 --> 00:01:00.627 I think there's two foundational approaches, and it comes from the 00:01:00.627 --> 00:01:05.187 orange credo, the owner centric, and then our guest services 00:01:05.187 --> 00:01:06.987 or our approach with renters. 00:01:07.577 --> 00:01:10.187 Today we're focusing on the renters because that's, uh, 00:01:10.187 --> 00:01:12.107 such an important thing for us. 00:01:12.167 --> 00:01:16.067 When we all came together to build this business. 00:01:16.547 --> 00:01:19.187 We wanted to set the standard for the industry. 00:01:19.667 --> 00:01:21.737 Briefly, I'm going to read what renters is. 00:01:21.737 --> 00:01:23.547 The renter is my personal guest. 00:01:23.917 --> 00:01:26.077 I will treat them with genuine hospitality. 00:01:26.527 --> 00:01:29.617 The renter is away from home and looks to me to be their host. 00:01:30.247 --> 00:01:33.357 I will see to it that they are comfortable, safe, and cared for. 00:01:33.737 --> 00:01:36.877 That's such a good foundation and really sums up. 00:01:36.927 --> 00:01:42.427 What we want , our guests experience to be early on, we talked about how 00:01:42.427 --> 00:01:44.407 we're going to build this business. 00:01:44.407 --> 00:01:50.447 And I think what we wanted to do is kind of a hybrid of companies that we feel like 00:01:50.447 --> 00:01:53.507 they set the standard for their industry. 00:01:54.282 --> 00:01:59.592 A couple of companies that came to mind for us, Nordstrom, Costco, 00:01:59.982 --> 00:02:04.152 and then we also recognize that the model that we use is as much a hotel 00:02:04.442 --> 00:02:06.492 model as it is property management. 00:02:06.952 --> 00:02:11.982 So think of places like Four Seasons, the W, the Ritz Carlton, St. 00:02:11.992 --> 00:02:12.362 Regis. 00:02:12.927 --> 00:02:16.257 We took all of the things that those companies do for their 00:02:16.267 --> 00:02:20.747 guests, and we're hoping to create this hybrid, uh, experience. 00:02:21.097 --> 00:02:25.327 And at the root of it is for the guests to feel, , valued, for the 00:02:25.327 --> 00:02:29.707 guests to feel cared for, just like it says in the, , Orange Credo. 00:02:30.127 --> 00:02:33.647 And so what we try to do is build a relationship early on. 00:02:34.277 --> 00:02:38.967 Companies like Casago and Nordstrom, when someone buys something from them 00:02:38.977 --> 00:02:44.127 or gets a service, we They know that they have a partnership that that 00:02:44.137 --> 00:02:45.687 company is not going to disappear. 00:02:45.727 --> 00:02:50.137 And we, we noticed that what would give us a leg up in the vacation rental 00:02:50.137 --> 00:02:55.687 management industry is that we know that a lot of them don't provide that. 00:02:55.922 --> 00:02:57.892 Extra step of of connection. 00:02:58.322 --> 00:03:03.182 So this is where today we're going to talk about the relationship that we build. 00:03:03.342 --> 00:03:08.142 , that it's so closely related to our, our drive, our tireless drive to 00:03:08.142 --> 00:03:13.242 provide our guests with a five star experience that they would have similar 00:03:13.242 --> 00:03:15.912 to a four seasons or a W or a Ritz. 00:03:16.372 --> 00:03:17.412 That's the foundation. 00:03:17.412 --> 00:03:20.342 Our philosophy is what really, , brought us to Casago. 00:03:20.727 --> 00:03:24.627 And then second of all, created the, uh, system that we're 00:03:24.637 --> 00:03:26.487 working with our guests today. 00:03:27.297 --> 00:03:31.127 . , Steve V2: what were some of the things that inspired you about those names , like 00:03:31.147 --> 00:03:35.647 Four Seasons or the Ritz or even Casago is, which is an interesting, , what 00:03:35.647 --> 00:03:38.197 were those threads you were seeing that tied it all together for you? 00:03:39.217 --> 00:03:42.927 Speaker 5: Yeah, one of them is that because of the market we're in, 00:03:42.927 --> 00:03:48.147 in San Diego, these are our direct competitors, the places that Dave named, 00:03:48.197 --> 00:03:53.427 the Hyatt, Four Seasons, W, these are all around us in our neighborhood. 00:03:53.427 --> 00:03:57.487 So when people are looking to vacation in our franchise, that's 00:03:57.487 --> 00:03:58.837 what we're being compared to. 00:03:59.177 --> 00:04:03.147 So I think in some ways the great reviews we're getting. 00:04:03.592 --> 00:04:07.322 Are a result of the fact that the bar is so high and we're 00:04:07.322 --> 00:04:08.872 trying to exceed that bar 00:04:09.382 --> 00:04:13.662 Speaker 4: Um in addition the the Costco in their own industry. 00:04:13.662 --> 00:04:17.382 They have gone to the extreme To provide customer service. 00:04:17.652 --> 00:04:23.333 I have a a relative I don't know if this is embarrassing to admit who brought back 00:04:23.373 --> 00:04:29.828 a Mattress that was five years old No questions asked, Costco takes it back, 00:04:29.918 --> 00:04:34.958 gives the credit, and that's the kind of customer service that they provide. 00:04:34.968 --> 00:04:35.998 That is radical. 00:04:36.578 --> 00:04:39.978 You don't see that , in really any other industries. 00:04:40.248 --> 00:04:41.158 Same with Nordstrom. 00:04:41.168 --> 00:04:44.938 You go in there, if you're not satisfied with whatever 00:04:44.938 --> 00:04:48.178 they sell you, Bring it back. 00:04:48.208 --> 00:04:49.288 They will make it right. 00:04:49.318 --> 00:04:50.808 And that's our one of our mottos. 00:04:51.078 --> 00:04:52.268 We will make it right 00:04:52.498 --> 00:04:56.288 Speaker 3: And just to add to eric and dave, uh that whole four seasons 00:04:56.288 --> 00:05:01.558 experience that a guest gets That's exactly what we want to provide when 00:05:01.558 --> 00:05:06.208 you go there you want to be served You want to be you it's a whole different 00:05:06.218 --> 00:05:11.498 level than just going to any airbnb and vrbl You want to go there and 00:05:11.498 --> 00:05:15.958 if you need a towel or if you need something, uh, An iron We're there. 00:05:15.968 --> 00:05:18.158 If we can't bring it, we're sending it to you. 00:05:18.458 --> 00:05:20.058 So it's a whole different level. 00:05:20.058 --> 00:05:23.018 And we're trying to match that experience that they would get at any 00:05:23.028 --> 00:05:25.058 five star location that they go to. 00:05:26.518 --> 00:05:28.478 , Speaker 2: I was on a call with Seth Godin. 00:05:28.508 --> 00:05:31.558 I don't know if you know who that is, but he was the author of, 00:05:31.558 --> 00:05:36.328 uh, you know, Purple Cow and some other famous books just last week. 00:05:36.418 --> 00:05:37.408 And he talked about that. 00:05:37.538 --> 00:05:41.878 The luxury experience is you're going to pay more than you expected, but 00:05:41.878 --> 00:05:44.808 you get more than what you paid for. 00:05:45.493 --> 00:05:48.233 I thought it was really a great line of his. 00:05:48.233 --> 00:05:48.803 And it reminds 00:05:48.803 --> 00:05:49.723 Speaker 4: me of what you're saying here. 00:05:50.303 --> 00:05:53.863 It's kind of like Eric brought up the other day, surprise and delight. 00:05:54.353 --> 00:05:58.553 Um, and, and fortunately in our industry, there are so many opportunities, 00:05:58.633 --> 00:06:02.983 um, to surprise and delight, whether it's, you know, to arrive to our 00:06:02.983 --> 00:06:08.603 signature chips, salsa, and soft drinks showing up with a card. 00:06:08.948 --> 00:06:13.688 or a gift card doing unique things that people aren't going to get from 00:06:13.688 --> 00:06:16.148 their average vacation rental stay. 00:06:16.148 --> 00:06:19.208 So those surprise and delights, they go above and beyond. 00:06:19.208 --> 00:06:21.548 And those are things that stay in people's minds. 00:06:21.818 --> 00:06:26.778 It's such a, for them to feel valued is, is so important. 00:06:26.808 --> 00:06:28.398 And, and that gives us a leg up. 00:06:28.408 --> 00:06:30.778 I think that really, that really shines through. 00:06:31.028 --> 00:06:31.698 And when their hot 00:06:31.698 --> 00:06:32.678 Speaker 5: water doesn't work. 00:06:32.858 --> 00:06:35.928 We buy them a really nice ocean view hotel room around the corner. 00:06:35.938 --> 00:06:36.138 Yeah, 00:06:37.058 --> 00:06:37.238 Speaker 4: absolutely. 00:06:37.738 --> 00:06:38.978 Yeah, we make it right. 00:06:38.988 --> 00:06:39.598 True story. 00:06:39.948 --> 00:06:40.368 Make it right. 00:06:40.418 --> 00:06:40.768 Absolutely. 00:06:41.688 --> 00:06:45.678 Speaker 2: Do you think the new luxury is being seen? 00:06:46.048 --> 00:06:46.598 Speaker 5: There's a lot 00:06:46.598 --> 00:06:46.678 Speaker 2: to 00:06:46.678 --> 00:06:46.948 Speaker 5: that. 00:06:47.098 --> 00:06:47.618 Absolutely. 00:06:47.678 --> 00:06:51.988 I think, I think the continuum of the, uh, the communication and interaction 00:06:51.988 --> 00:06:57.038 with our guest is letting them know that they are being seen or, or being heard 00:06:57.078 --> 00:07:00.058 throughout their process from booking. 00:07:00.313 --> 00:07:04.103 To during stay after say they are seeing they are heard and that that 00:07:04.113 --> 00:07:09.013 has a lot to do with why I think we're exceeding the average for the reviews 00:07:09.013 --> 00:07:10.413 that we're getting is that we see them. 00:07:10.413 --> 00:07:10.953 We hear them. 00:07:10.953 --> 00:07:12.953 We acknowledge them throughout their experience. 00:07:13.103 --> 00:07:14.673 Speaker 4: I think that's so that is vital. 00:07:14.673 --> 00:07:18.203 And you you brought up in one of our other conversations. 00:07:18.713 --> 00:07:20.903 It's earning the right to fail. 00:07:20.953 --> 00:07:22.843 Is that I don't know if I phrase that correctly. 00:07:22.863 --> 00:07:23.987 Yeah, this is how you say it. 00:07:24.318 --> 00:07:29.348 Yeah, and what we're doing in building a relationship is we're lowering, lowering 00:07:29.348 --> 00:07:34.208 people's guard and affect when someone spends a lot of money, you know, three, 00:07:34.238 --> 00:07:40.298 four, 5, 000 on a getaway, they are already, they've got their guard up. 00:07:40.368 --> 00:07:42.148 They want it to be perfect. 00:07:42.208 --> 00:07:47.558 If we ahead of time, if we preload, uh, conversation, touch points, 00:07:47.568 --> 00:07:51.148 reaching out, and this is, this is kind of the psychology of what we do. 00:07:51.518 --> 00:07:53.158 We're building a relationship. 00:07:53.158 --> 00:07:54.108 So they know. 00:07:54.393 --> 00:07:58.513 That they have a contact, they have a live person that they can reach out to. 00:07:59.778 --> 00:08:03.238 And we've, we've let them know that we are going to make it right. 00:08:03.268 --> 00:08:05.478 We are going to ensure that they have a five star stay. 00:08:05.478 --> 00:08:07.988 We constantly are letting them know that. 00:08:08.278 --> 00:08:13.608 So when they show up, if something's not right, their defenses aren't sky high. 00:08:14.008 --> 00:08:15.618 They're like, I'll call Bert. 00:08:15.678 --> 00:08:16.368 I'll call Eric. 00:08:16.368 --> 00:08:16.938 I'll call Dave. 00:08:16.938 --> 00:08:17.508 I'll call Ruth. 00:08:17.538 --> 00:08:19.208 They have real live names. 00:08:19.208 --> 00:08:23.578 So they feel like they already have a concierge or an advocate 00:08:23.958 --> 00:08:24.918 when they're coming in. 00:08:24.918 --> 00:08:28.228 So for us, that has really helped out a lot because things 00:08:28.228 --> 00:08:29.562 don't always go as planned. 00:08:29.563 --> 00:08:33.083 Perfectly, but we will make it right. 00:08:33.173 --> 00:08:33.433 Speaker 3: Yeah, 00:08:33.443 --> 00:08:35.033 Speaker 4: we will exceed their expectations 00:08:35.183 --> 00:08:35.553 Speaker 3: no matter what. 00:08:35.733 --> 00:08:37.602 So 00:08:39.243 --> 00:08:41.403 , Speaker 2: as we go through your philosophy and really what your 00:08:41.403 --> 00:08:46.433 strategy is to, , to be the best in your market, the truth is no 00:08:46.433 --> 00:08:49.633 strategy survives without a system. 00:08:50.333 --> 00:08:54.083 And one of the systems you have is this, , this process that you 00:08:54.083 --> 00:08:58.553 go through to make sure that your strategy is executing consistently 00:08:58.743 --> 00:09:00.443 and professionally on a regular basis. 00:09:00.483 --> 00:09:00.823 , as you. 00:09:01.128 --> 00:09:02.048 Grow and scale. 00:09:02.638 --> 00:09:04.208 And so that, , everybody's on the same page. 00:09:04.598 --> 00:09:08.108 We came up with this, uh, 11 step process. 00:09:08.518 --> 00:09:11.538 And I think it's incredibly valuable. 00:09:11.578 --> 00:09:13.188 And I'd like to walk through that with you guys now. 00:09:13.188 --> 00:09:13.678 Is that okay? 00:09:14.318 --> 00:09:14.888 Absolutely. 00:09:14.888 --> 00:09:15.918 Yeah, absolutely. 00:09:16.778 --> 00:09:21.418 So the very first thing you do after the booking is a pre call with the guest. 00:09:21.418 --> 00:09:26.358 Speaker 3: So the pre call with the guest happens as soon as they book through 00:09:26.408 --> 00:09:28.758 Airbnb or VRBO as it gets to streamline. 00:09:28.758 --> 00:09:33.458 We have our guest services coordinator, Ruth, she'll reach out to them 00:09:33.618 --> 00:09:37.328 and ask if they have any special circumstances, anything we can do special. 00:09:37.368 --> 00:09:38.428 Is it an anniversary? 00:09:38.428 --> 00:09:39.258 Is it a birthday? 00:09:39.608 --> 00:09:44.048 Whatever special that they have, and we can provide them services or, or something 00:09:44.048 --> 00:09:45.698 special for that, for that arrival. 00:09:45.708 --> 00:09:47.328 So it's a touch point. 00:09:47.348 --> 00:09:49.468 It's the first touch point and it's creating that 00:09:49.468 --> 00:09:50.888 relationship with the guests. 00:09:51.388 --> 00:09:55.188 Speaker 2: So you've done the call, you've found out why they're coming and make sure 00:09:55.188 --> 00:09:57.008 that they know there's a real human here. 00:09:57.018 --> 00:10:00.178 This is a locally owned business with people who actually care that 00:10:00.178 --> 00:10:03.338 they're showing up, you're serving the community, you're serving them. 00:10:03.918 --> 00:10:05.618 The next thing you do is. 00:10:06.068 --> 00:10:07.078 You message it. 00:10:07.218 --> 00:10:07.478 Speaker 5: Yeah. 00:10:07.478 --> 00:10:12.078 So the second one is the automated streamline, uh, message that goes 00:10:12.078 --> 00:10:15.788 out two days before their arrival with all their arrival instructions. 00:10:16.238 --> 00:10:19.558 I think when we think of this kind of the skeleton of this program 00:10:19.558 --> 00:10:23.998 started with the automated streamline messaging, and then we've gone in and 00:10:23.998 --> 00:10:26.168 start slowly been fleshing that out. 00:10:26.368 --> 00:10:30.423 So this touch point is Pre formatted as a streamlined 00:10:30.423 --> 00:10:32.003 communication two days before I've 00:10:32.453 --> 00:10:36.573 Speaker 4: if they do indicate that there is some type of special occasion 00:10:36.583 --> 00:10:41.953 or circumstance or event that really gives us a picture into what's the mind 00:10:41.963 --> 00:10:45.103 frame and what our guests are looking forward to setting the expectation 00:10:45.493 --> 00:10:49.463 that gives us the opportunity for little surprises and delights like, you 00:10:49.463 --> 00:10:51.243 know, showing up and seeing flowers. 00:10:51.303 --> 00:10:56.028 There's a card if it's an anniversary, uh, A gift card to somewhere that 00:10:56.048 --> 00:10:57.788 is one of our local favorite spots. 00:10:58.208 --> 00:11:00.928 So it really shows them we are excited. 00:11:00.998 --> 00:11:04.988 Not just we're going to serve them, that we're really excited 00:11:04.988 --> 00:11:05.978 that they're coming to visit. 00:11:06.898 --> 00:11:09.578 Speaker 2: You know that handwritten note to them with their name on it. 00:11:09.688 --> 00:11:14.018 I was reading this book called Giftology and that's the same value 00:11:14.018 --> 00:11:16.228 as a 25 well thought out gift. 00:11:16.248 --> 00:11:20.758 Yeah, it has the same emotional value . And for what a few cents 00:11:20.808 --> 00:11:23.248 and your time and actually your effort and seeing him, right? 00:11:23.758 --> 00:11:25.148 Speaker 4: Yeah, it's probably more memorable. 00:11:25.258 --> 00:11:28.758 That's something that they're again, they're feeling valued or like 00:11:28.758 --> 00:11:30.558 you said, they're feeling seen. 00:11:30.968 --> 00:11:31.328 Speaker 2: Yeah. 00:11:31.613 --> 00:11:35.753 So for number three, you said you have a 48 hour email that goes out. 00:11:36.253 --> 00:11:36.683 Speaker 3: Yes. 00:11:36.693 --> 00:11:40.303 So this is, uh, information for their arrival instructions. 00:11:40.303 --> 00:11:45.163 We use a system called Rubiru and it shoots out information in regards to their 00:11:45.163 --> 00:11:47.803 arrival instructions, their access codes. 00:11:48.203 --> 00:11:51.943 And again, it's just the touch point, just saying, Hey, we're here for you. 00:11:52.243 --> 00:11:55.323 If you have any issues or questions about your arrival, let us know. 00:11:55.773 --> 00:11:56.583 And that one's very 00:11:56.593 --> 00:11:59.533 Speaker 5: personal because it, it appears to come when, when they're 00:11:59.533 --> 00:12:03.213 looking at their phone, that appears to be a personal text message 00:12:03.213 --> 00:12:05.253 to them and embedded in there. 00:12:05.283 --> 00:12:10.393 If, if needed are videos for how to park, but whatever vital information 00:12:10.393 --> 00:12:13.533 we've learned the hard way that guests have trouble with, we've 00:12:13.533 --> 00:12:16.893 headed that off, mostly with videos embedded in that text message. 00:12:16.893 --> 00:12:20.543 So they're really very well front loaded to rehearse for their arrival. 00:12:21.233 --> 00:12:21.743 Speaker 2: That's great. 00:12:22.263 --> 00:12:26.683 You know, often putting information like that resolves issues before they happen. 00:12:26.683 --> 00:12:26.983 Right? 00:12:27.303 --> 00:12:28.833 So I think that's all I anticipate. 00:12:29.493 --> 00:12:30.903 Anticipate it is anticipated. 00:12:31.263 --> 00:12:31.893 You're right. 00:12:33.003 --> 00:12:33.693 . Surprise. 00:12:35.213 --> 00:12:39.023 I used to think that having, yes, self resolved issues was actually 00:12:39.023 --> 00:12:40.733 a lower form of hospitality. 00:12:41.443 --> 00:12:45.423 But the truth is if, if you can pre resolve it or they can self resolve it. 00:12:45.828 --> 00:12:48.618 It's a lot less friction for them to just be able to handle it and be over with 00:12:48.708 --> 00:12:52.218 instead of worrying something to pick up the phone or , are they going to not want 00:12:52.218 --> 00:12:53.958 to talk to me what's going to happen. 00:12:53.958 --> 00:12:54.978 Do they need to drive out here. 00:12:55.478 --> 00:13:00.578 I think that's that front loading all that information is a true sign of hospitality. 00:13:01.298 --> 00:13:02.048 So for number five. 00:13:02.333 --> 00:13:04.383 You said the day of arrival phone call. 00:13:05.253 --> 00:13:05.743 Speaker 3: Yes. 00:13:05.753 --> 00:13:08.303 So our guest coordinators, they reach out again. 00:13:08.303 --> 00:13:12.123 Another touch point with the guest saying, Hey, did you check is your check in? 00:13:12.123 --> 00:13:12.443 Did it go? 00:13:12.443 --> 00:13:15.743 And well, do you have any questions or concerns? 00:13:16.103 --> 00:13:20.533 And then she also what it opens up that communication in regards to, 00:13:20.533 --> 00:13:23.833 you know, Hey, what is the best Mexican restaurant around here? 00:13:23.833 --> 00:13:26.023 Is there any kid friendly parks around here? 00:13:26.023 --> 00:13:29.603 Like we have Legoland and SeaWorld and even Disneyland's not too far away. 00:13:30.003 --> 00:13:35.253 So it creates that personal relationship where when Ruth is responding, 00:13:35.253 --> 00:13:37.813 they're like, Oh my goodness, these people are here for me for 00:13:37.833 --> 00:13:39.423 any questions or concerns I have. 00:13:39.423 --> 00:13:41.553 It's not like just, Turn off the faucet. 00:13:41.563 --> 00:13:42.033 You're here. 00:13:42.033 --> 00:13:42.763 You're checked in. 00:13:42.763 --> 00:13:44.233 We don't want anything to do with you. 00:13:44.523 --> 00:13:48.313 We're here for them at every step of their stay if they want us to be. 00:13:48.713 --> 00:13:51.623 Speaker 4: And it kind of elevates that level of service. 00:13:51.673 --> 00:13:54.943 It creates a unique, a concierge approach. 00:13:55.033 --> 00:13:56.313 It's not just cookie cutter. 00:13:56.313 --> 00:14:02.233 So that really gives a lot of connection to our relationship and our guests. 00:14:03.068 --> 00:14:06.398 Speaker 2: When, when you're thinking of that day of arrival phone call, are 00:14:06.398 --> 00:14:11.208 you thinking that it's pre check in or post check in on that day of arrival? 00:14:11.708 --> 00:14:12.378 Post check in. 00:14:12.528 --> 00:14:13.038 Post check in. 00:14:13.068 --> 00:14:13.258 Yeah. 00:14:13.268 --> 00:14:13.528 Okay. 00:14:13.848 --> 00:14:15.298 Speaker 3: We're trying to get them post check in. 00:14:15.428 --> 00:14:17.568 Now, if they're coming in late, we're not going to bug them. 00:14:17.618 --> 00:14:17.888 Yeah. 00:14:18.348 --> 00:14:18.738 Sure. 00:14:19.208 --> 00:14:22.338 Speaker 2: And do you have a few talking points that you hand over to 00:14:22.338 --> 00:14:25.398 the team or do you've all considered we need to cover in that phone call? 00:14:25.948 --> 00:14:26.288 The main 00:14:26.288 --> 00:14:29.878 Speaker 5: thing is, is just that first we're here, we're a real person. 00:14:30.298 --> 00:14:36.518 And honestly, this is where we begin the process of talking about our expectation 00:14:36.518 --> 00:14:40.298 that they will have a five star experience and that if they're not having a five star 00:14:40.298 --> 00:14:41.998 experience, they, they can let us know. 00:14:42.068 --> 00:14:42.288 Yeah. 00:14:42.288 --> 00:14:42.408 And 00:14:42.558 --> 00:14:44.088 Speaker 4: I, that's such a good point, Eric. 00:14:44.108 --> 00:14:50.548 It introduces the language that we're using so that when they look back 00:14:50.548 --> 00:14:55.848 and think about their connection with us, that we've recommended that. 00:14:56.133 --> 00:14:58.253 We don't settle for anything less than five stars. 00:14:58.263 --> 00:15:02.223 So that language introducing that language is a really important part. 00:15:02.243 --> 00:15:06.973 And we've trained Ruth is the guest services coordinator to be extremely 00:15:06.973 --> 00:15:12.873 personable, good at listening, using the kind of language of five star approach. 00:15:13.213 --> 00:15:17.203 She also lets them know that we are a family run business. 00:15:17.493 --> 00:15:21.583 Boots on the ground, you'll get a chance to speak with one of the owners. 00:15:21.653 --> 00:15:26.063 And so there's not this feeling of level, level, level. 00:15:26.123 --> 00:15:30.713 It's, it's almost like they have access to, to all levels. 00:15:30.723 --> 00:15:33.953 So there's not like, Oh, let me pass you on to our manager. 00:15:33.953 --> 00:15:34.603 Let me pass you on. 00:15:35.053 --> 00:15:37.173 They've got access to the whole team. 00:15:38.213 --> 00:15:39.883 Speaker 3: And they can come into our office if they want. 00:15:40.883 --> 00:15:41.743 Have you had anybody do that yet? 00:15:42.638 --> 00:15:43.303 We're right around the corner. 00:15:43.303 --> 00:15:43.808 Yeah, actually. 00:15:43.808 --> 00:15:44.228 Absolutely. 00:15:44.228 --> 00:15:44.438 Yeah. 00:15:44.438 --> 00:15:47.528 And we have re uh, returned, guests come in and ask us to book 00:15:47.528 --> 00:15:48.038 Speaker 4: right away. 00:15:48.188 --> 00:15:52.208 So we have a, a property that is couple blocks, half a mile. 00:15:52.208 --> 00:15:52.388 Yeah. 00:15:52.388 --> 00:15:53.228 Couple blocks. 00:15:53.288 --> 00:15:58.028 And we've had people, 'cause we're, we're fortunate enough to be on a, a pretty busy 00:15:58.028 --> 00:16:02.648 street in Carlsbad and there's a lot of tourism, a lot of activities, restaurants. 00:16:02.648 --> 00:16:03.908 So they come and they visit us. 00:16:03.908 --> 00:16:04.988 We in, we invite 'em in. 00:16:04.988 --> 00:16:06.478 So I love that. 00:16:06.918 --> 00:16:07.158 Yeah. 00:16:07.278 --> 00:16:07.398 I 00:16:07.398 --> 00:16:09.048 Speaker 2: actually miss the old days when, uh. 00:16:09.493 --> 00:16:12.933 everybody came to the office before the automated door locks. 00:16:12.983 --> 00:16:13.833 I got to meet everybody. 00:16:13.833 --> 00:16:14.573 I missed those days. 00:16:14.603 --> 00:16:16.423 So it's cool that you get some of that interaction with people. 00:16:17.243 --> 00:16:22.308 So for number six, You said post check in text messages. 00:16:22.588 --> 00:16:24.198 Speaker 5: Yeah, this one is vital. 00:16:24.208 --> 00:16:31.048 So the purpose of this is to head off that what if we didn't ask how their experience 00:16:31.048 --> 00:16:34.668 was and they didn't have an opportunity to share where there was something missing. 00:16:34.678 --> 00:16:38.558 There wasn't a a pie tin or there wasn't certain utensil. 00:16:38.748 --> 00:16:42.843 So the day after check in, they've had time to Sleep 00:16:42.863 --> 00:16:44.253 there, stay there a little bit. 00:16:44.623 --> 00:16:47.993 This is where we ring the bell and we ask them, Does everything 00:16:47.993 --> 00:16:49.793 meet or exceed your expectations? 00:16:49.833 --> 00:16:52.253 If it does not, please reach out to us. 00:16:52.273 --> 00:16:54.233 We are here 24 7 for you. 00:16:54.953 --> 00:16:58.653 And people will most often say, Everything's great, thank 00:16:58.653 --> 00:17:02.853 you, or Everything's great, but the shower downstairs stinks. 00:17:03.973 --> 00:17:07.263 We don't want them to live in the stinky shower for six days 00:17:07.283 --> 00:17:08.673 and then put it in a review. 00:17:10.158 --> 00:17:11.418 That was a real situation. 00:17:11.488 --> 00:17:17.158 We couldn't fix the stinky shower, but we asked and we went down and we tried. 00:17:17.248 --> 00:17:17.508 Speaker 3: Yeah, 00:17:17.778 --> 00:17:23.183 Speaker 4: and we tried and we had a A kind of a brainstorm solution of putting a 00:17:23.213 --> 00:17:26.103 cap over the drain when it wasn't in use. 00:17:26.623 --> 00:17:28.893 That solved 90 percent of the problem. 00:17:28.893 --> 00:17:31.823 They saw that we were dedicated to really making this happen. 00:17:32.203 --> 00:17:36.313 And so 90 percent the effort was better than we can. 00:17:36.373 --> 00:17:37.423 But I think a lot of, a 00:17:37.423 --> 00:17:39.513 Speaker 5: lot of guests might just. 00:17:40.408 --> 00:17:42.948 Live with that and it might show up as a four star. 00:17:43.068 --> 00:17:46.908 So we simply by simply asking and letting them express what it is. 00:17:46.908 --> 00:17:48.508 They may not even want us to come by. 00:17:48.918 --> 00:17:51.638 They might may want to let us know that it's a little bit noisy 00:17:51.638 --> 00:17:54.528 at 10 PM and they let us know. 00:17:54.538 --> 00:17:55.068 We asked. 00:17:55.068 --> 00:17:55.728 We heard them. 00:17:55.998 --> 00:17:56.838 I think that yeah. 00:17:57.318 --> 00:18:03.098 Plays a really important role in how we get those reviews averaging over 4. 00:18:03.098 --> 00:18:03.618 9 00:18:03.708 --> 00:18:03.998 Speaker 4: Yeah, 00:18:04.208 --> 00:18:04.398 Speaker 5: and 00:18:04.398 --> 00:18:09.808 Speaker 4: in this instance team decision It didn't hurt that we also provided them 00:18:09.808 --> 00:18:14.838 with a card and a hundred dollar gift card to our favorite Restaurant in town. 00:18:15.278 --> 00:18:16.538 So we'll buy five star reviews. 00:18:16.568 --> 00:18:16.748 Yeah 00:18:18.148 --> 00:18:19.568 Speaker 3: But it but it was necessary. 00:18:19.578 --> 00:18:21.893 It was a Bad experience. 00:18:21.893 --> 00:18:25.703 And we addressed it and we, we did everything we could to take care of it. 00:18:25.703 --> 00:18:28.033 And they, they saw that and guess what, they're coming back now. 00:18:28.123 --> 00:18:28.363 Speaker 4: Yeah. 00:18:28.423 --> 00:18:32.763 So, and related to this, we talked about the hybrid of all these different 00:18:32.763 --> 00:18:38.023 companies, early experience working for Chili's, their training, and 00:18:38.023 --> 00:18:43.553 they have that radical approach to really not letting someone go without, 00:18:44.043 --> 00:18:46.593 without having all these touch points. 00:18:47.283 --> 00:18:52.558 When you deliver someone's If you don't check back in with them within 60 00:18:52.568 --> 00:18:57.018 seconds, I don't know if that's still a standard at Chili's that was considered 00:18:57.038 --> 00:19:02.188 a fail and they constantly had people shopping and they had a shopper program. 00:19:02.568 --> 00:19:06.868 So one of the things that really impressed upon us was that when 00:19:06.868 --> 00:19:09.898 someone checks in, if they don't get. 00:19:10.078 --> 00:19:14.298 An opportunity to let us know that something's not right, then 00:19:14.308 --> 00:19:18.048 they're going to feel like it's less than perfect for them and 00:19:18.048 --> 00:19:19.428 that they're not being attended to. 00:19:19.428 --> 00:19:22.328 So that was another company that kind of really impressed 00:19:22.328 --> 00:19:23.798 on us in what we're doing. 00:19:24.268 --> 00:19:27.508 Speaker 2: Do you think that the effort? 00:19:28.283 --> 00:19:35.553 An unresolved issue brings it back to a five star review because they 00:19:35.573 --> 00:19:40.353 see that you actually cared that it was they weren't just being ignored. 00:19:41.493 --> 00:19:42.173 Absolutely. 00:19:42.173 --> 00:19:42.773 Speaker 3: Absolutely. 00:19:42.773 --> 00:19:43.033 I do. 00:19:43.053 --> 00:19:47.623 I think the effort in showing them that you will do anything and everything 00:19:47.633 --> 00:19:52.503 you can to address the issue and fix it through our experience, we've had guests 00:19:52.503 --> 00:19:54.513 saying, Oh my goodness, thank you so much. 00:19:54.543 --> 00:19:58.563 We understand we, as long as they understand that, yeah, now this cannot 00:19:58.563 --> 00:20:00.483 be resolved until you check out. 00:20:01.498 --> 00:20:02.698 They know that you're addressing it. 00:20:02.698 --> 00:20:03.848 You're communicating with them. 00:20:03.848 --> 00:20:07.838 And then as we did giving a gift card or a credit to one of the 00:20:07.838 --> 00:20:09.828 favorite restaurants, they love it. 00:20:09.878 --> 00:20:11.628 Yeah, I think that's the biggest thing. 00:20:11.628 --> 00:20:14.598 ? Speaker 4: Yeah, but that guest left us to a five star. 00:20:14.618 --> 00:20:19.808 Yeah, that guest did that that was um, and I think that as important as seeing that 00:20:19.808 --> 00:20:21.858 we're making an effort is the timeliness. 00:20:22.678 --> 00:20:28.128 for them to know that we are on it in a relatively quick fashion. 00:20:28.688 --> 00:20:32.628 Nothing is worse than sitting around waiting, wondering if 00:20:32.628 --> 00:20:33.808 someone is going to take care of it. 00:20:33.808 --> 00:20:37.918 So really letting them know that we're going to make an effort and 00:20:37.918 --> 00:20:42.158 then giving them a kind of a timeline so that they know what to expect, 00:20:42.478 --> 00:20:44.118 leaving, not leaving them hanging. 00:20:44.618 --> 00:20:45.178 Absolutely. 00:20:45.248 --> 00:20:45.568 Yeah. 00:20:46.078 --> 00:20:49.528 Speaker 2: There's a certain amount of anxiety that builds when you're 00:20:49.698 --> 00:20:54.413 in a group of A place that you don't have control of your environment, 00:20:54.483 --> 00:20:55.983 you know, somebody else's vacation. 00:20:56.918 --> 00:20:58.518 It's foreign to you. 00:20:58.528 --> 00:21:00.508 You can't just get in there and wrench and fix things. 00:21:01.018 --> 00:21:04.068 And you're not entirely sure when you put the call in if 00:21:04.068 --> 00:21:05.098 somebody's going to show up. 00:21:05.098 --> 00:21:09.598 And I think that that anxiety builds the longer it takes for somebody to show up. 00:21:10.148 --> 00:21:10.498 Yeah. 00:21:10.868 --> 00:21:12.698 It's even, I think it's a mitigating factor. 00:21:12.698 --> 00:21:16.108 And you tell me if, if you think I'm wrong, if you can set an 00:21:16.108 --> 00:21:19.328 appointment, we're going to be there even if it's two hours later, 00:21:19.778 --> 00:21:23.528 we're going to be there at 4 30 p. 00:21:23.528 --> 00:21:23.758 m. 00:21:23.818 --> 00:21:24.298 today. 00:21:24.818 --> 00:21:27.458 , they don't have to , sit there and wonder between now and 430. 00:21:27.988 --> 00:21:29.028 Uh, when are you going to show up? 00:21:29.058 --> 00:21:31.148 If you're going to show up, the expectation has been set. 00:21:31.408 --> 00:21:32.368 , what do you guys think about that? 00:21:32.398 --> 00:21:33.038 Speaker 3: Absolutely. 00:21:33.038 --> 00:21:37.118 No, I think being responsive and communicating to the guest as soon as 00:21:37.118 --> 00:21:40.358 they have an issue and letting them know, we call it resetting the clock, 00:21:40.408 --> 00:21:42.948 ? So it's resetting that clock, letting them know, yeah, we'll be 00:21:42.948 --> 00:21:44.438 there in a couple hours for sure. 00:21:44.438 --> 00:21:45.508 We'll have somebody there. 00:21:45.818 --> 00:21:49.053 And if we can't, we're going to We'll reach out to them and say, okay, 00:21:49.053 --> 00:21:52.223 you know, he's on his way, whatever it may be, but that's something 00:21:52.223 --> 00:21:53.943 the three of us were on top of. 00:21:53.943 --> 00:21:58.963 If anybody has an issue or sends out a message, we respond right away, 00:21:59.223 --> 00:22:01.373 Speaker 5: but there's, there's another layer to that too. 00:22:01.463 --> 00:22:03.263 It's, it's about that being seen. 00:22:03.723 --> 00:22:08.123 Um, sometimes the guest will call us something that clearly requires a certain 00:22:08.133 --> 00:22:10.223 level of technical expertise to solve. 00:22:10.233 --> 00:22:12.293 It's the dishwasher won't work. 00:22:12.663 --> 00:22:14.563 Oftentimes one of us will. 00:22:14.653 --> 00:22:19.343 Run down there to look at the non working dishwasher machine with them. 00:22:19.743 --> 00:22:21.053 There's something about showing up. 00:22:21.053 --> 00:22:24.273 First of all, putting eyes on it to see, are you just pushing the wrong button? 00:22:24.483 --> 00:22:24.793 Right. 00:22:24.823 --> 00:22:28.753 But also kind of commiserating with, yeah, this sucks. 00:22:28.813 --> 00:22:29.593 It doesn't work. 00:22:29.853 --> 00:22:33.003 And we have someone coming, but now someone has shown up. 00:22:33.033 --> 00:22:35.593 It's, they've gotten the immediate response. 00:22:36.023 --> 00:22:38.083 Even though we know we don't have the skills to fix it. 00:22:38.103 --> 00:22:39.633 We'll at least show up and commiserate. 00:22:39.803 --> 00:22:40.063 Speaker 3: Yeah. 00:22:40.253 --> 00:22:41.863 Speaker 5: And ensure that we will have a solution. 00:22:42.383 --> 00:22:44.283 And they can see that they're a priority. 00:22:44.753 --> 00:22:44.993 Speaker 2: Yeah. 00:22:45.053 --> 00:22:45.333 Yeah. 00:22:45.463 --> 00:22:46.013 Really cool. 00:22:46.543 --> 00:22:53.273 You go from the post check in text to a, a mid stay call to check in on them. 00:22:53.393 --> 00:22:56.503 And then you go to the pre checkout text. 00:22:57.348 --> 00:23:00.508 So you have a lot of contact with them scheduled 00:23:00.868 --> 00:23:01.518 Speaker 3: during their stay. 00:23:02.098 --> 00:23:02.348 Yeah. 00:23:02.348 --> 00:23:06.458 So Steve, the, the mid stay is, is for longer stays. 00:23:06.528 --> 00:23:10.648 And when Ruth does reach out to him two to three days, I can tell you right 00:23:10.648 --> 00:23:12.218 now, cause her and I talk about it. 00:23:12.488 --> 00:23:15.348 She says the majority of times she'll get a voicemail. 00:23:15.578 --> 00:23:16.848 Maybe they don't want to be bugged. 00:23:16.858 --> 00:23:19.438 Now they know our number, but she'll leave a voicemail, a nice 00:23:19.438 --> 00:23:22.288 voicemail, just checking out on you, making sure everything is okay. 00:23:22.508 --> 00:23:23.318 Here's my number. 00:23:23.318 --> 00:23:24.548 Reach out to us if you have anything. 00:23:24.548 --> 00:23:28.378 So it's a really quick, quick message, and then, and then we move on. 00:23:28.798 --> 00:23:33.078 Speaker 2: So where do you trigger the mid stay check in? 00:23:33.088 --> 00:23:36.088 Like how long does the reservation have to be? 00:23:36.663 --> 00:23:40.473 Speaker 5: That would, that's probably in the five day range because we've 00:23:40.473 --> 00:23:42.313 got mid stay at day two or three. 00:23:42.363 --> 00:23:45.133 So stays that are about five days or longer, we'll get that call. 00:23:45.163 --> 00:23:45.433 Yeah, 00:23:46.393 --> 00:23:51.583 Speaker 2: you know, before we move on to the pre checkout text, I often hear 00:23:52.543 --> 00:23:55.383 property managers saying, well, I don't get a hold of them because I don't want 00:23:55.393 --> 00:24:00.163 to stir the hornet's nest and create a bunch of problems and stir it all up. 00:24:00.193 --> 00:24:01.683 You know, I want to let it ride out. 00:24:02.193 --> 00:24:05.323 I've always thought that was a mistake because some of 00:24:05.323 --> 00:24:07.153 the best five stars you get. 00:24:07.778 --> 00:24:09.618 Are from your service recovery, right? 00:24:09.618 --> 00:24:13.378 That's where you get that service recovery paradox where, you know, 00:24:13.418 --> 00:24:14.628 they came and had a perfect stay. 00:24:14.628 --> 00:24:16.468 You really did get a chance to shine with them. 00:24:16.468 --> 00:24:16.748 Right. 00:24:16.748 --> 00:24:18.748 But also, Hey, there was a problem. 00:24:18.758 --> 00:24:20.358 There was a problem, whether you called them or not. 00:24:20.928 --> 00:24:23.278 Suddenly you have this paradox where they're actually going to have a 00:24:23.308 --> 00:24:27.628 greater affinity to the brand and to you personally than they would have 00:24:27.658 --> 00:24:30.648 without a problem happening, because you've got to go in there and resolve it. 00:24:31.043 --> 00:24:35.203 And they get to see your philosophy, your strategy, the fact that they got seen, 00:24:35.213 --> 00:24:40.833 they know that you're real people on the ground, like loving on them as guests, you 00:24:40.833 --> 00:24:42.753 know, and representative of the community. 00:24:42.913 --> 00:24:43.203 Speaker 3: Yep. 00:24:43.253 --> 00:24:44.963 And I think you hit it right on the nose, Steve. 00:24:44.963 --> 00:24:48.923 I think that's a big fail for property management companies is 00:24:49.463 --> 00:24:52.203 they don't want to ring that bell kind of like what Eric was saying. 00:24:52.633 --> 00:24:54.303 And when you ring the bell. 00:24:54.568 --> 00:24:57.198 Now you're thinking, okay, now they're gonna, you know, they're, you're 00:24:57.198 --> 00:25:00.308 opening up to all these things that they could call out or have issues. 00:25:00.328 --> 00:25:03.198 But through our experience, it's, I think the majority of time I always 00:25:03.208 --> 00:25:05.058 see, Eric, everything is amazing. 00:25:05.058 --> 00:25:05.968 Everything is great. 00:25:06.318 --> 00:25:09.218 Once in a while, you'll have somebody say, Oh yeah, everything's great. 00:25:09.238 --> 00:25:11.758 But, uh, you know, I noticed this is loose or that's loose. 00:25:11.798 --> 00:25:12.228 Oh, cool. 00:25:12.228 --> 00:25:14.318 We'll have somebody over to, to fix it right away. 00:25:14.318 --> 00:25:16.128 So you're absolutely right. 00:25:16.158 --> 00:25:17.698 It's people are scared to do it. 00:25:18.293 --> 00:25:21.883 But once you do it and you see the results in how they do care 00:25:21.883 --> 00:25:23.823 that you care, it's amazing. 00:25:23.823 --> 00:25:25.233 So, and that combined with. 00:25:25.978 --> 00:25:28.568 Speaker 4: having already developed a relationship. 00:25:28.758 --> 00:25:28.978 Speaker 3: Yeah. 00:25:29.238 --> 00:25:34.408 Speaker 4: I think that is, uh, that's something that we have a history with, 00:25:34.408 --> 00:25:39.848 uh, with as short a time as we have, the benefit that we have over like a Nordstrom 00:25:39.848 --> 00:25:44.598 or Casago is we know when they're coming and how long they're staying. 00:25:45.098 --> 00:25:48.758 We can call ahead of time and start to develop that relationship. 00:25:48.758 --> 00:25:51.938 So by the time they call ringing that bell is not that big of 00:25:51.938 --> 00:25:53.368 a deal because they know us. 00:25:53.908 --> 00:25:54.918 Speaker 2: Yeah, that's great. 00:25:55.098 --> 00:25:57.948 So now we're going to go into number eight, which is the 00:25:57.978 --> 00:25:59.388 pre checkout text message. 00:25:59.398 --> 00:26:01.218 What does that text message say? 00:26:01.228 --> 00:26:05.818 What's the mission and purpose of that text message and what kind 00:26:05.818 --> 00:26:06.928 of feedback you're looking for? 00:26:07.568 --> 00:26:11.448 Speaker 5: This is one of the most important steps in the entire process. 00:26:11.888 --> 00:26:14.478 The thinking behind this message is automated. 00:26:14.548 --> 00:26:15.578 It's a text message. 00:26:15.578 --> 00:26:17.228 It appears to come from me personally. 00:26:17.718 --> 00:26:22.183 The idea here is Has anything happened in the last few days of the 00:26:22.183 --> 00:26:23.863 stay that we haven't heard about? 00:26:24.263 --> 00:26:27.343 This is the stuff that's going to end up in their description of 00:26:27.343 --> 00:26:28.973 their three or four star review. 00:26:29.423 --> 00:26:31.053 And it's a very simple message. 00:26:31.053 --> 00:26:33.863 It says, hope you had a five star experience. 00:26:34.333 --> 00:26:38.823 Is there anything that needs to be repaired or improved for the next guest? 00:26:39.233 --> 00:26:41.413 So this is the guest's chance. 00:26:41.928 --> 00:26:45.278 To share with us what needs to be repaired or improved. 00:26:45.318 --> 00:26:49.988 I think oftentimes when guests review And leave three or four stars. 00:26:49.988 --> 00:26:54.408 It's because they feel some responsibility to warn the next guest that there's ants 00:26:54.838 --> 00:26:59.588 So this is where we find out that hey, everything was great But you have ants 00:27:00.138 --> 00:27:03.888 and we immediately respond and say thank you so much for the heads up on that. 00:27:04.208 --> 00:27:07.978 We will have a service member out there immediately upon your departure. 00:27:08.398 --> 00:27:11.858 They've now improved the next guest's stay. 00:27:12.098 --> 00:27:13.888 They can give us a five star review. 00:27:13.988 --> 00:27:18.268 This is this is a critical, critical step in the process. 00:27:18.878 --> 00:27:19.298 I love that. 00:27:19.298 --> 00:27:19.688 Have you guys 00:27:19.688 --> 00:27:22.688 Speaker 2: ever heard of the IKEA effect? 00:27:23.338 --> 00:27:23.668 No. 00:27:23.673 --> 00:27:24.123 No, no. 00:27:24.538 --> 00:27:30.908 So the IKEA effect is essentially people who buy this mid to low level furniture 00:27:30.998 --> 00:27:38.398 in boxes and then go home and assemble it, end up having a higher affection for the 00:27:38.398 --> 00:27:40.408 furniture that they assembled themselves. 00:27:41.053 --> 00:27:44.023 Then luxury furniture that they just bought and had delivered 00:27:44.033 --> 00:27:45.143 and placed into their property. 00:27:45.673 --> 00:27:48.793 It's because they had a part in the building of it. 00:27:48.793 --> 00:27:51.063 They have some sort of emotional attachment to it that they wouldn't 00:27:51.073 --> 00:27:52.863 normally have with a piece of furniture. 00:27:53.403 --> 00:27:57.203 So there's this really weird, you know, reversal of affection 00:27:57.213 --> 00:27:59.503 for sort of crappy furniture. 00:28:00.203 --> 00:28:04.673 What reminded me of that was when you talked about guests, often we reviews 00:28:04.673 --> 00:28:09.563 to warn the next guests, if they get to resolve it with you as your partner, 00:28:09.973 --> 00:28:11.683 Now they made the property better. 00:28:11.693 --> 00:28:15.593 They have pride in the property and they have that a key effect for you 00:28:15.593 --> 00:28:20.093 know that vacation rental and some sort of feeling of ownership and they're 00:28:20.093 --> 00:28:21.463 more likely to leave a better review. 00:28:21.463 --> 00:28:21.843 I believe 00:28:22.323 --> 00:28:26.293 Speaker 4: just today we were talking about how if they feel like they're 00:28:26.293 --> 00:28:31.703 more Participating in helping the next guest stay be even better that gives 00:28:31.703 --> 00:28:37.773 them a sense of, uh, uh, I was part influence and I, yeah, a pride in, 00:28:37.803 --> 00:28:39.433 you know, them being involved in that. 00:28:39.933 --> 00:28:42.173 And I think, again, that's 1 more. 00:28:42.433 --> 00:28:43.693 Reason that they're 00:28:43.843 --> 00:28:47.563 Speaker 3: connected with us and us being very appreciative of the information they 00:28:47.563 --> 00:28:51.593 gave us so we can fix it Yeah, and just continuing to tell them that thank you so 00:28:51.593 --> 00:28:55.623 much You know that that's amazing that you let us know that we're gonna We're on it. 00:28:55.723 --> 00:28:59.443 Speaker 5: Just so you know, we had staff standing by, per the text 00:28:59.443 --> 00:29:02.462 message we sent on your arrival, 24 7. 00:29:02.463 --> 00:29:06.298 All you had to do was reach out and 100 percent of the time they say, 00:29:06.618 --> 00:29:08.418 Oh, it wasn't that big of a deal. 00:29:08.428 --> 00:29:09.448 We didn't want to bother you. 00:29:09.648 --> 00:29:10.488 So it's like, right. 00:29:10.948 --> 00:29:12.028 We got that out. 00:29:12.038 --> 00:29:13.028 We got that out there. 00:29:13.208 --> 00:29:13.468 Yeah. 00:29:13.598 --> 00:29:14.088 And it's 00:29:14.198 --> 00:29:15.168 Speaker 4: still a five star review. 00:29:15.178 --> 00:29:15.318 Yeah. 00:29:15.348 --> 00:29:20.238 And the fact that they were able to almost vent and get it out 00:29:20.268 --> 00:29:22.478 that that kind of is a relief. 00:29:22.748 --> 00:29:24.158 It gives a sense of relief. 00:29:25.098 --> 00:29:28.948 Speaker 2: So for number nine, you had the checkout call. 00:29:29.028 --> 00:29:31.028 What do you do in the checkout call? 00:29:31.038 --> 00:29:34.288 How soon do you call them and what are you messaging 00:29:34.288 --> 00:29:34.488 Speaker 3: there? 00:29:34.958 --> 00:29:39.188 So Ruth makes the checkout call and what she's really doing is first of all, 00:29:39.188 --> 00:29:42.968 she's making sure that they did receive the text, um, that came through the 00:29:42.978 --> 00:29:49.038 night before so that they know one, the checkout time and two, if, if they need 00:29:49.038 --> 00:29:51.028 any assistance, anything that they need. 00:29:51.028 --> 00:29:54.348 And then she's pretty much wishing them, you know, um, safe travels. 00:29:54.563 --> 00:29:58.413 And and giving them our information in regards to hey, make sure that you're 00:29:58.413 --> 00:29:59.863 booking directly through cost to go. 00:30:00.063 --> 00:30:03.743 com We want to make sure that you know, we can save you some money if you do that 00:30:03.953 --> 00:30:05.373 Speaker 5: She's also setting up the five. 00:30:05.383 --> 00:30:08.483 She's using the language fives to hope you had a five star stay. 00:30:08.493 --> 00:30:08.653 Yes. 00:30:08.653 --> 00:30:12.813 Yes Um, this is we're a family owned She this is where she's very explicit 00:30:12.823 --> 00:30:14.473 about we are a family run business. 00:30:14.473 --> 00:30:18.228 We live and die by your reviews Um, if there's anything we 00:30:18.228 --> 00:30:19.548 can improve on, let us know. 00:30:19.548 --> 00:30:22.438 I mean, we really, we really, she lays it on thick at that point. 00:30:22.478 --> 00:30:23.298 Yeah, we 00:30:23.298 --> 00:30:27.978 Speaker 4: shamelessly, uh, we do because people relate to that. 00:30:28.018 --> 00:30:32.768 If we're a, and I won't mention any major corporate property 00:30:32.768 --> 00:30:38.168 managers, but that loses its sense of connectedness of mom and pop. 00:30:38.628 --> 00:30:43.153 And to be able to let them know that, We are part of this community. 00:30:43.663 --> 00:30:45.113 Uh, we have children. 00:30:45.183 --> 00:30:47.233 Uh, this is our pride and joy. 00:30:47.693 --> 00:30:49.493 I think that really does hit 00:30:49.493 --> 00:30:49.943 Speaker 3: home. 00:30:50.543 --> 00:30:55.033 It seems like every week now we're getting more and more phone calls 00:30:55.033 --> 00:30:58.593 from past guests that are like, Hey, I'm ready to book again. 00:30:58.743 --> 00:31:00.233 You said to reach back out to you. 00:31:00.513 --> 00:31:03.883 So it's working because now everybody's calling us and it 00:31:03.923 --> 00:31:06.283 seems like now our phones are ringing more and more each week. 00:31:06.283 --> 00:31:08.733 So, yeah, it's starting to, it's starting to get pretty big. 00:31:08.733 --> 00:31:09.103 Speaker 2: Build. 00:31:09.348 --> 00:31:12.718 It's a direct result of your interactions with them. 00:31:12.958 --> 00:31:16.358 Nobody calls somebody who never called them first. 00:31:16.388 --> 00:31:19.438 They're not going around and just calling you out for no apparent reason. 00:31:20.238 --> 00:31:20.828 Speaker 4: I love that. 00:31:20.858 --> 00:31:21.378 I love that. 00:31:21.378 --> 00:31:24.468 That's a good, uh, that's a good, uh, phrase. 00:31:24.498 --> 00:31:26.788 Nobody calls someone who hasn't called them first. 00:31:27.308 --> 00:31:28.753 That's, That's powerful. 00:31:28.763 --> 00:31:30.643 You've created that trust and that 00:31:30.653 --> 00:31:31.533 Speaker 2: relationship. 00:31:31.623 --> 00:31:31.963 Yeah. 00:31:32.243 --> 00:31:35.003 So for number 10, you said prompt for guest review. 00:31:35.083 --> 00:31:36.483 I have no idea what that means. 00:31:37.043 --> 00:31:37.403 Speaker 5: So 00:31:37.483 --> 00:31:37.863 Speaker 2: we're 00:31:38.043 --> 00:31:42.722 Speaker 5: vigilantly monitoring the reviews on Airbnb, Verbo. 00:31:42.723 --> 00:31:48.073 And if we see that we're getting close to the expiration of the review date, our 00:31:48.073 --> 00:31:52.943 guest services coordinator reaches out to that guest and asks for the review. 00:31:52.953 --> 00:31:54.093 We want the reviews 00:31:54.543 --> 00:31:54.673 Speaker: because 00:31:54.673 --> 00:31:55.733 Speaker 5: we know they're five stars. 00:31:55.733 --> 00:31:56.993 So we want to get the review. 00:31:58.288 --> 00:31:58.888 Speaker 2: That makes a lot of sense. 00:31:58.888 --> 00:32:00.768 And what kind of language is she using? 00:32:00.768 --> 00:32:02.828 Do you have a script that you're telling her to go down? 00:32:02.828 --> 00:32:04.528 Or is it just really interactive? 00:32:04.818 --> 00:32:05.258 Similar. 00:32:05.258 --> 00:32:05.718 It's very 00:32:05.718 --> 00:32:10.418 Speaker 4: similar to the previous that we really enjoyed having you stay with us. 00:32:10.448 --> 00:32:12.398 We'd love for you to come back. 00:32:12.788 --> 00:32:15.858 We want you to have a nothing less than a five star experience. 00:32:15.858 --> 00:32:18.652 If you could please provide a review for us. 00:32:18.963 --> 00:32:24.683 It's another touchpoint of the fact that we really depend 00:32:24.683 --> 00:32:26.483 on your reviews, your input. 00:32:27.803 --> 00:32:30.323 We're a locally owned business. 00:32:30.583 --> 00:32:35.233 It's another touchpoint and it reminds them right before the expiration 00:32:35.243 --> 00:32:38.693 that, you know, we really value them and we would value their review. 00:32:39.183 --> 00:32:39.633 So you've done 00:32:39.633 --> 00:32:39.893 Speaker 2: that. 00:32:40.213 --> 00:32:41.373 You've gotten the review. 00:32:41.883 --> 00:32:48.183 And your final step in this process is responding to each and every review, 00:32:48.763 --> 00:32:49.073 Speaker 5: right? 00:32:49.123 --> 00:32:53.593 So we acknowledge the review that they've left for us, and we 00:32:53.593 --> 00:32:55.213 really haven't had bad reviews. 00:32:55.213 --> 00:32:59.663 I think we've had one three star review where the problem 00:32:59.663 --> 00:33:02.303 was the beach was too far away. 00:33:02.353 --> 00:33:04.497 It was two blocks. 00:33:04.718 --> 00:33:09.548 And so, uh, that was an opportunity for us to say in there, Hey, we loved 00:33:09.558 --> 00:33:12.698 having you glad you had a great stay. 00:33:13.008 --> 00:33:16.778 And, you know, per our description, the beaches, two blocks from the house, 00:33:17.358 --> 00:33:22.058 just kind of restating that it's, uh, it's not a flaw in the description. 00:33:22.058 --> 00:33:22.688 It's not a flaw with 00:33:22.698 --> 00:33:23.128 Speaker 4: the property. 00:33:23.138 --> 00:33:25.158 And additionally, Ruth was really clever. 00:33:25.208 --> 00:33:29.678 She came up, um, she said, we do, however, have a number of 00:33:29.678 --> 00:33:31.228 properties that are on the sand. 00:33:31.628 --> 00:33:32.828 So please call us. 00:33:33.263 --> 00:33:36.273 And we will, we will get you front and center. 00:33:36.273 --> 00:33:41.123 So she took that opportunity to use what they're saying to be able to serve them 00:33:41.123 --> 00:33:42.863 and say, Hey, we can accommodate that. 00:33:43.373 --> 00:33:46.163 Speaker 2: I actually think having a review or two that's 00:33:46.183 --> 00:33:48.073 imperfect builds credibility. 00:33:48.493 --> 00:33:55.053 And if your worst review is Hey, it was too far from the beach, 00:33:55.133 --> 00:33:58.633 even though it said it was two blocks away from the beach. 00:33:59.673 --> 00:34:06.173 If that's your worst review, one, it shows an imperfect review number instead 00:34:06.173 --> 00:34:10.473 of being exactly five stars, which is, I think could look as being maybe spammy or 00:34:10.483 --> 00:34:13.133 maybe uncredible because nobody's perfect. 00:34:13.593 --> 00:34:16.913 But if you're going to review a bad review that's, or a three star review 00:34:16.913 --> 00:34:20.813 that says that, I actually think your conversion rate would go up. 00:34:21.273 --> 00:34:22.823 Guys, as we're winding down. 00:34:23.373 --> 00:34:27.663 I'm going to ask each of you to give a quick response as to what your 00:34:27.673 --> 00:34:29.963 favorite letter of the credo is and why. 00:34:30.873 --> 00:34:31.643 Speaker 3: Oh, easy. 00:34:31.673 --> 00:34:34.273 Well, I can, I can tell you right now owner centric. 00:34:34.323 --> 00:34:36.553 Oh, and I probably stole it from all you guys. 00:34:37.543 --> 00:34:40.313 I think that's, that's the biggest letter for me. 00:34:40.323 --> 00:34:42.163 First of all, it starts orange. 00:34:42.543 --> 00:34:46.453 And secondly, I mean, talking about how we have to look through the 00:34:46.453 --> 00:34:50.983 lens of an owner, treat, treat them like it was like it's our property. 00:34:50.983 --> 00:34:53.193 I What's the best interest for the owner? 00:34:53.523 --> 00:34:58.943 You know everything in there Explains and describes exactly what our company 00:34:59.593 --> 00:35:03.863 is goal and vision is for the owner And that's why I love that letter so much. 00:35:03.863 --> 00:35:07.203 In fact, I think I read that every time we have our uh, Monday meeting 00:35:08.118 --> 00:35:12.758 Speaker 5: I like a I feel like my job is all about a because i'm operations 00:35:12.788 --> 00:35:19.368 property management and both for ensuring the guest experience and also 00:35:19.368 --> 00:35:24.768 ensuring that i'm not wasting my time chasing my tail when i'm Anticipating 00:35:25.338 --> 00:35:29.288 guest needs and anticipating what our homes needs i'm getting ahead of 00:35:29.288 --> 00:35:34.518 things Um that's ensuring a great guest experience it's ensuring that our our 00:35:34.558 --> 00:35:40.803 owners are being cared for because It's anticipating Today we had king tides. 00:35:41.093 --> 00:35:42.693 We also had six foot surf. 00:35:42.923 --> 00:35:45.143 We also had onshore wind. 00:35:45.153 --> 00:35:48.643 Those three things together mean I've got three houses that are going to flood. 00:35:48.953 --> 00:35:51.483 So I ran and got sandbags and I sandbagged them. 00:35:51.813 --> 00:35:53.193 The water didn't come over. 00:35:53.233 --> 00:35:58.253 It didn't flood, but anticipating was ensuring that both our guests aren't going 00:35:58.253 --> 00:36:01.513 to arrive to wet carpet and our owners aren't going to have a cleaning bill. 00:36:01.673 --> 00:36:02.973 So I love anticipate. 00:36:03.033 --> 00:36:03.453 And just 00:36:03.463 --> 00:36:04.203 Speaker 3: a little bit on that. 00:36:04.738 --> 00:36:09.068 It's good to have an ex surfer or a current surfer that knows that if 00:36:09.068 --> 00:36:12.588 the tide is way out there and it's low, guess what's going to happen? 00:36:12.588 --> 00:36:13.258 It's coming. 00:36:13.568 --> 00:36:14.438 So get prepared. 00:36:14.518 --> 00:36:16.998 That's that's I would have never known that I've been 00:36:16.998 --> 00:36:17.838 like, Oh, it's way out there. 00:36:17.838 --> 00:36:18.228 We're good. 00:36:18.558 --> 00:36:19.898 Speaker 2: Yeah, I'm actually really impressed with that. 00:36:20.328 --> 00:36:26.978 I heard once that the major of a property manager is in the non events 00:36:27.758 --> 00:36:30.318 to his guests, owners and property. 00:36:30.318 --> 00:36:30.332 Yeah. 00:36:30.933 --> 00:36:31.563 Speaker 4: Proactive. 00:36:31.583 --> 00:36:31.803 Yeah. 00:36:31.833 --> 00:36:32.703 Be proactive. 00:36:32.853 --> 00:36:33.203 Yeah. 00:36:33.923 --> 00:36:37.283 Well, here a little insight to the three of us, all three of us 00:36:37.353 --> 00:36:39.023 owners of the, of the franchise. 00:36:39.223 --> 00:36:43.103 I just love it because it's this, this gives a lot of insight. 00:36:43.103 --> 00:36:44.983 We each have a different gift. 00:36:45.283 --> 00:36:50.083 We pick different letters, everything that is a major material decision that 00:36:50.083 --> 00:36:54.063 we do, we seek each other's insight. 00:36:54.093 --> 00:36:56.313 And I would, I would encourage anybody. 00:36:56.658 --> 00:37:01.258 Who's doing a business like this have have a trusted, uh, individual 00:37:01.258 --> 00:37:02.518 that you can bounce things off of. 00:37:02.518 --> 00:37:06.408 We're not afraid to tell each other you're wrong or I think you're wrong. 00:37:06.718 --> 00:37:09.008 We know we've set up the foundation. 00:37:09.008 --> 00:37:11.018 We know that none of this is personal. 00:37:12.078 --> 00:37:14.108 Everything is is aimed at making. 00:37:14.453 --> 00:37:16.433 Each other better and our business better. 00:37:16.953 --> 00:37:21.533 And so I love the fact that we each have kind of a different, um, letter. 00:37:21.653 --> 00:37:26.533 I choose one of my foundational, uh, principles is N which is nurture. 00:37:27.043 --> 00:37:30.783 We've all been in real estate and property management for a long time. 00:37:31.403 --> 00:37:36.703 I'm at the point now, especially with Casago, none of our vendors. 00:37:36.958 --> 00:37:44.198 None of our owners, none of our guests will encounter or have an encounter with 00:37:44.198 --> 00:37:46.988 our business without it being relational. 00:37:47.398 --> 00:37:51.798 It's just shown over the long term that if you're connected, if you're 00:37:52.098 --> 00:37:56.568 working together, if you bring that person in as a teammate and a family 00:37:56.568 --> 00:38:00.448 member, It's going to serve them better and it'll serve us better. 00:38:00.758 --> 00:38:05.018 So nurturing those relationships, building things for the long term and 00:38:05.018 --> 00:38:07.798 not the short term from 30, 000 feet. 00:38:08.268 --> 00:38:11.428 If we can have that approach, then we'll be successful. 00:38:11.428 --> 00:38:11.758 So 00:38:12.398 --> 00:38:16.658 Speaker 2: you guys, as I hear you all speak, um, you're truly the quintessential 00:38:16.658 --> 00:38:19.448 local heroes that Casago was looking for. 00:38:19.458 --> 00:38:23.168 And I think that you're just amazing and everything that you're 00:38:23.168 --> 00:38:24.918 doing, you're on the right track. 00:38:24.958 --> 00:38:26.498 And it makes me personally really proud. 00:38:27.063 --> 00:38:28.313 To be associated with you guys. 00:38:28.613 --> 00:38:30.943 And, uh, so thank you very much for being part of this. 00:38:32.513 --> 00:38:36.063 Speaker 4: And, and we're going to reflect it right back at you because 00:38:36.513 --> 00:38:41.053 we did in building this business, we did a lot of research and it took 00:38:41.053 --> 00:38:45.723 us a little while, but as soon as we connected with Katrina and shortly 00:38:45.723 --> 00:38:52.023 thereafter, got to know you, your principles, your credos, the education, 00:38:52.023 --> 00:38:57.658 the people that work for Casago, It just matches what we want to do and build. 00:38:58.088 --> 00:39:01.898 So right back at you, Steve, you have really built something special 00:39:01.898 --> 00:39:03.188 and we're proud to be a part of it. 00:39:04.138 --> 00:39:04.578 Thank you, Jim. 00:39:04.578 --> 00:39:05.198 I really appreciate it. 00:39:05.198 --> 00:39:05.838 Speaker 2: Thanks for your time. 00:39:05.858 --> 00:39:09.728 And if any of the partners want to get ahold of you to learn more about 00:39:09.738 --> 00:39:14.468 how you're doing your 11 steps of outsizing five star reviews is okay. 00:39:14.468 --> 00:39:15.222 If they reach out to you. 00:39:15.813 --> 00:39:16.173 Speaker 4: For sure. 00:39:16.428 --> 00:39:16.548 Absolutely. 00:39:16.658 --> 00:39:16.948 Sure. 00:39:16.983 --> 00:39:19.653 They'll probably have some, uh, some good advice for us as well. 00:39:19.743 --> 00:39:20.163 Absolutely. 00:39:20.343 --> 00:39:20.493 Yeah. 00:39:20.493 --> 00:39:21.453 It's fun to learn from everybody, 00:39:21.453 --> 00:39:21.723 Speaker 2: isn't it? 00:39:21.993 --> 00:39:22.413 Thanks guys. 00:39:22.473 --> 00:39:22.953 Appreciate it. 00:39:23.433 --> 00:39:23.763 Steve. 00:39:37.368 --> 00:39:38.428 Speaker: We got orange credo.