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Casago’s private podcast helping our patners with educational information that can help everyone find success.
Steve V2: We recently had a
mastermind in which we call it
the short-term rental nerds.
We did it just before
the streamline event.
in this mastermind is
something that we dig into.
Very specific topics that we think are
relevant to our industry.
At this mastermind, we talked about
something called flowered fields.
. When I drove through Kansas, I
saw brownfield after brownfield of
wheat over and over again for miles.
And then suddenly it came across.
This beautiful flowered field of
magnificent colors, where people were
stopping and taking photos and even had
some professional photographers out there
recently I was going
through Airbnb and I saw.
Brown condo after brown condo after
brown condo . And then suddenly one
listing just popped bright colors.
Cool amenities and it
really caught my attention.
At that point there reminded me of those
flowered fields and what it takes to make
sure that you send out from the crowd.
. . We discussed what the flower pilled
concept was and how we define it.
And get our homeowners to buy
in so that not only they can make
more money, but also we make more
money too, as they rent more often.
The summary of that
mastermind is unscripted.
So it flows through different
conversations between all of us.
And I think he'll get something out of it.
I'm Steve Schwab.
And this is CasaCast.
Speaker: It's the CasaCast.
We've got Orange Credo.
The CasaCast.
Our company's neat o.
The CasaCast.
Created by CasaGo.
It's time for the show.
Let's
Speaker 3: So the definition of a Flutter
field was the property that creates a
vision in the guest's that makes them
look that property over others, right?
Speaker 2: Or is it what
makes that property completely
unique to anything else?
Those to me, those are two
different things, right?
I think so.
It's like, cause you guys were saying,
everybody went down the rabbit hole of
let's look at the pictures and let's
see how we make the pictures better.
Here's making them better.
Right.
I think that's where
Speaker 4: I got tripped up.
Yeah.
We should have just thought like,
Speaker 2: like one of those, I mean,
crazy, one of those nude things that
you have, you know, those like things
in Europe where they have like the nude
statues and they have like all the, you
know what I'm talking about right now?
You
Speaker 5: see?
Speaker 3: I don't know if
the flower field necessarily
has to be something so unique.
To the point where nobody else has it.
I think the flower field is something
that is different than what the market
is doing right now and makes people
stop when they see that listening.
Oh, wait, that's different.
That's cool.
I can see myself taking photos
of myself against that wall.
I can see myself doing those amenities.
I can see my kids doing.
Something in that backyard
above every other backyard.
And that's why I'm going to book this
property as opposed to all the other ones.
Not necessarily like a one off.
Now, look, the home run once in a
lifetime type property that has, , some
sort of theme that's unbelievable.
Speaker 4: The Airbnb Polly Pocket.
Yeah, the
Speaker 3: Polly
Speaker 2: Pockets,
Speaker 3: or
Speaker 2: wherever that is.
Pull up an Airbnb page.
With what, with pictures and say,
make one thing stand out above all
the other ones here and, and pick
what, pick what that would be.
I
Speaker 3: would tell you this, that to
bring up lost and loneliness in a field of
brown condos, literally hundreds of them.
To have the only one that's brightly
colored painted white pop colors that
are modern . And a patio that's actually
furnished unlike anybody else's.
And I'm not talking about
spending 100, 000 on a patio.
I'm speaking specifically to just
having a well arranged patio.
That's the only one out there that makes
it more valuable than anybody else's.
There's nothing unique.
About that.
That's not one of a kind.
It's just one of a kind in that resort
and suddenly when somebody is going
to Las Palomas, I'm certain that when
they see my patio and my place, it
looks clean because brown looks dirty.
Now, brown used to look very like almost
kind of like a warm feeling because it
was earth tones right back in the 2000s.
Now it looks dirty to us.
Great.
Because our minds have changed because
we see white everywhere, right?
To go in and modernize the colors, some
of the furniture to make it look fancy,
put up a hero wall and put something else
that nobody else has in that community
makes that the flower field when you're
going through Los Palomas Brown, Los
Palomas Brown, Los Palomas Brown, Los
Palomas, you know, ground floor, empty
patio, ground floor, empty patio, like
you all say, like, that's different.
Speaker 2: Hang it up then.
And be the, the, the, and they
Speaker 3: can't to me paint it.
I would say just that for
whatever reason, the star Wars
condo just being different and
. All I did was I had that, I had some
custom art done star Wars in Katrina's
and signs made with basic on it.
And a couple of things I got
from Disneyland and some presents
from the local staff who had some
things painted up for my birthday.
And it's printing better.
Why?
Because it's different than
everybody else's there.
It's, If everybody has a Star Wars
condo there, it wouldn't make any sense.
. It's just that you figure if there's one
out of eight people who are going to stay
in that condo who happens to have a little
Star Wars nerdism in them, somebody's
like, ah, Steve likes Star Wars.
We should get that one.
. I think
Speaker 4: especially when
you're like those kind of
places, you're going to a condo.
I could to Mexico.
I'm going to have a great time.
All these condos look the same.
Like, what's that one little
tweet that's, that's it?
Like, the Star Wars,
oh, I'm gonna go there.
Like, yeah, these all look good, but
this one had that one little thing.
, Speaker 3: it's something that
makes it pop, or stand out.
Speaker 5: I was just gonna say,
your Las Palomas unit is a one
bedroom, so that's the one little
thing that's holding you back.
So, think of things that couples can do.
Speaker 3: What's the
story we're going to tell?
We're going to speak there specifically
to young couples, maybe young couples
with kids, or maybe like a group of
young kids, like a group of two couples,
whatever it is, but that's maximum.
It certainly narrows it, but the
whole point of that is if you make
it different than everybody else's,
it's not so much about demand.
It's about supply.
Narrowing yourself to the lowest
supply of what you are down to one will
get you a lot more bookings because
like you look at Princesa, right?
Princess only has three ground floor,
one bedrooms in the entire place.
They book like crazy.
Why?
There's not that much demand for ground
floor, one bedrooms at Princessa,
but there's only three of them.
So they rent like crazy because it's,
it's the lack of supply in that.
I think that if you take the flower
field concept to the point of what
differentiates me from the rest of the
group, that makes me stand out completely
different, whether it's through an
amenity, through a story being told, you
know, through style , , or an upgrade.
I think that's where you end up with
the highest value of driving bookings to
you instead of your competition set of
all the other one bedroom ground floors.
One bedroom upper floors for me.
Like I'm not competing against
any two bedroom or three bedroom.
I'm competing against every other
one bedroom in Las Colomas, and
especially the other two or three
ground floor one bedrooms there.
Speaker 4: One thing that is, I mean,
there are homes around it, but no one
else is doing it, is I take the dang
bikes out to the freaking waterfall
that's two miles away, have the empty
bike pictures near the waterfall.
That, I mean, it's not anything
I'm doing to the house, but there
isn't, we didn't see that the house
is pretty basic, but cause I can do
all the things in the house, but no
one else is getting that waterfall.
And those section of homes
that are that close to the
waterfall, no one's getting that.
Is that
Speaker 3: that has a lot of value,
but that goes back to the 10 X list.
Right.
If you think about it and we're,
there was conflation happening
in this conversation day.
You're talking about like staging stages.
Great.
That's part of that's part of
the 10x listing process, right?
So specifically what about the property
itself can make it the flower field
and then you put the 10x listing
on top of that You've got a you
got a home run happening Hopefully
Speaker 4: because one of the bunk room
need to be changed up, but it's like
we're making it a game room a lot of
them since I never have that so that's
not One up above everybody else's
Speaker 3: maybe a further definition is
what can you do to the property itself
that would give you the top 10 percent
of demand for your competition set?
Speaker 4: Well, I have a
homeowner that's done it.
All of his homes are
decked out with decor.
There are no garages, all game
rooms, like full on game rooms.
And I mean, his homes are stocked.
They have cool pictures.
They have cool decor.
And then there's a freaking gamer.
It's not just talking to ping pong.
It's it's three things.
It's pool table ping pong
shuffleboard It's like each garage has
Speaker 3: and how do they
get compared to other units?
It does
Speaker 4: really well again.
This is an owner coming that did it
himself So he knew kind of what people
wanted and then came to a program But
so he's his homes are doing way better.
So
Speaker 3: his property itself is
the flowered field Yeah, 10x listing
on top of that, that's the bikes.
That's the staging.
That's everything else.
That's the great descriptions That's
All the things that go into that,
that's where you start to get the
magic of like, I'm starting with the
foundation of a property that will
create the top 10 percent of demand in
this market against its own competition.
And then how do I market that in a way?
It's almost
Speaker 4: taking your top home.
So I have another three bedroom
home that I mean, it's cute, but
it's cute, clean, allows pets, air
conditioning, hot tub, but it has all
the top five amenities, plus it's cute.
So that thing So what was
your biggest takeaway then?
My biggest takeaway is I mean,
that's the takeaway, but I just
think I don't feel like I'm doing
enough as a property manager.
Like if I were to sit and think about
like, I have to do this to all my houses.
That's a lot, but I just feel
like, you know, I have homeowners.
So what can I do with my house?
I think I'm holding back.
I'm not giving them enough
answers because I'm thinking.
Through their lens of, well, nothing
that you're going to do because
you don't want to add anything.
But I think I'm judging them based
on previous thing and saying, well,
yeah, if you want to stand out, I
can absolutely tell you how to do
it by stuff that we learned today.
I think so much we
overcomplicate our problems.
It's always like what new software,
what algorithm is going to make our
home show better than going back to the
core of the product, which is the and
how a client is going to see that home.
Speaker 3: I, I agree.
What about you, Jasmine?
What was your takeaway?
Speaker 5: Biggest takeaway?
I, I really liked the free flow of
conversation and ideas, but I think any
home could be this home with some, I
mean, you mentioned that the, the home
was cute and the, the house that we were
looking at didn't have any personality.
Nothing made it cute.
There was a bed with an empty end
table and so when we talked about
staging because there was no little
nothing made it Cute looking there were
certain pictures that showed a room
in a way that made it look inviting
But it just needed those little
Speaker 2: Extras, what about you fellas?
I just think everything is on images
I think you can differentiate and
create make a unit unique through the
images I could accomplish 90 of the
goal which is stand out By doing the
things such as staging I can make it
stand out and I can make it be unique.
If you took a
Speaker 3: brown condo and a sea of
brown condos or a bear styled home with
all the bears that everybody has, like
in these cabins, and you say, okay,
I'm going to just stage it differently.
You think that becomes?
I would,
Speaker 2: the way I took the pictures,
remember, you're looking at all these
pictures, bears, bears, bears, bears.
If my picture now focuses on something
completely outside of dark colors,
bears, I'm just saying, I'm saying
is that you can, a lot of this can be
accomplished with minimal work, right?
I mean, even what you said, paint one
room white, the most important room
that you can really focus on, right?
You've just differentiated yourself.
So I just, I'm just saying that
you can accomplish a lot to make
yourself unique with very little work.
Speaker 4: I think you said
that with the Star Wars thing.
It's not like it was a lot of work.
It was a few things,
Speaker 3: a little bit of
design, design and storytelling.
I think it was a big thing.
I do.
What about you?
Speaker 6: The main thing has to be
the, the fact that you can do, I mean,
I think we've all alluded to it a
little bit, but that you can do a lot
with so little, you know, and then
the different types of homes and the
different types of homeowners that you,
you know, you have to tailor it to.
I mean, for example, we had the investor
one, the investor email, which was great.
Cause it spoke to numbers.
It spoke to like, and it was like saying
big things, like it said a hot tub, you
know, and then you had the, the, the,
for example, the one that we did the,
The legacy homeowner, which was smaller
stuff, but things that, for example,
you know, adding accessories to pools
that transform the S experience and also
gets you to look at the property too.
So you can do a lot with little.
Speaker 3: So I think for me, the
takeaway was for years, I've been
afraid to have a conversation
with homeowners about their style.
Because I didn't want to offend them
and there's been this mindset of if
the owner meets our minimum quality
standards, then we're going to
maintain the quality that it came with.
And accept whatever they bring in,
and I think we're doing homeowners
a disservice to that mindset.
We need to be educating them on,
you know, the property is clean.
It's safe, it's cared for, but in
today's market where supply is outpacing
the demand, we could be coaching the
homeowners on what's going to make them
become that flowered field, you know,
that that field where everybody stops
and looks and takes the pictures, you
know, and for them, where everybody stops
and looks and makes the reservation.
Right.
I think there's only one reservation
away from, you know, being the flower
field, or they just have to be able to
put the style of story into a property.
A little bit of love.
And I don't think it takes very
much just to get there, you know,
differentiate yourself by 15, 20%.
I think you're going to change
your competition set by 80%.
That's my takeaway.
Speaker 4: Well, I think too, like
going back to the game room thing,
throw a ping pong table in a garage.
This is not.
What we talked about today, it was
more like you have to turn that garage.
Yeah.
You know, and I think
that's what people think.
Oh, cause you'll tell
him or you need a game.
Okay.
I'll throw a ping pong
table in the garage.
No, we're talking about
you paint the dark.
Like one of my owners
has like red ceiling red.
I mean, it looks like a bar in his
garage and that's what people want.
Speaker 3: Um, ping
pong table in a garage.
Doesn't tell a story.
A garage turned into a.
Pseudo pub, that's really cool to hang out
in with you and your pals tells a story
that you want to be part of in your social
media or just hanging out with your, your
buddies, you know, when you go to the
back and tell everybody what you guys did.
Speaker 2: So I was like, I'm
like, even I was thinking, I'm
trying to think of things on
the, in the condo in Rocky point.
And I'm like, you know what, I
might want, I might get a photo
booth and put it in the corner.
Right.
Actually make it so that the photo booth
stands out in my picture so that people
like get excited that they're going
to get to go and do photo type stuff.
Speaker 3: What if we changed
the narrative and said, it's
not about the property telling
the story, which is part of it.
But what if the real goal is
making a property that makes people
want to tell stories about it?
Yeah, right.
Speaker 4: I think it's good that people
are going to tell your house's story.
Speaker 3: Right.
If you build, you know, a narrative
in Greenland style, and when they
go back, like, ah, we stayed at
this house and it was so cool.
And they had this, you know, this
amazing, they had this slide or this
photo booth or, you know, this really
cool bed that, you know, like custom
built or whatever that looks like.
And they're back telling the story.
I think that those end up on reviews.
I think those end up in on social media.
I think those end up in what becomes
the legend of this property where
people go back and get that place
attachment where they have these
good emotions that are tied to you.
This property and end up going
back over and over again.
I think that might be the difference here.
Speaker 4: Well, we always get reviews
from like some of our worst houses
and people give it a five star review.
They loved it.
We're just like, you just don't
know what their story was that
made them love that property.
And we always put our own story on it,
why someone should love this property.
And I like the idea of
having other people.
Like from their view because yeah,
there's so many other views out
there of why a property is good.
Speaker 3: Alright guys, well
thanks for sharing your thoughts.
Appreciate it.
Speaker: We got orange credo.