Podcast Summary: "Why We’re Expanding Into Short-Term Rentals | Lessons from Bolt Farm & Beyond"

Win With Paid Ads – Episode #85 | Host: Ashley Brock | September 12, 2025

Episode Overview

Ashley Brock dives into her latest entrepreneurial venture: moving into the short-term rental market alongside her husband, Kyle. This episode unpacks not just the “why” behind this expansion, but also the powerful lessons learned from immersive experiences at unique properties (like Bolt Farm and Sweet Honey Farm), strategic mastermind groups, and direct investments in education. Ashley shares her hands-on approach, decisions around bypassing Airbnb/VRBO, and how advertising (rather than platforms taking a cut) empowers deeper connections with customers. The conversation takes listeners through investment logic, marketing strategy, experiential branding, and useful behind-the-scenes of building a standout rental property.

Key Discussion Points and Insights

1. Investing in the Right “Rooms”

• Ashley frames “rooms” as groups, experiences, and mastermind events—spaces where deliberate investment (time, money, attention) connects you with outsized learning and network effects.
• [03:20] “Any room that I'm investing to be a part of, to me that is growing the team because it's growing the input, growing the ideas.”
• She emphasizes ongoing, relentless investment in learning—not just for personal gain but as direct value for her clients and audience.

2. The Sweet Honey Farm Mastermind: The Power of Environment

• Ashley describes attending a mastermind event at Sweet Honey Farm (owned by Devin Levesque), a property exclusively for entrepreneurs.
• [11:10] “It was the first time I was like, I've never been somewhere where it's just entrepreneurs… when your heart gets surrounded by people that are doing other big things, it is like you just love where you are.”
• The uniquely curated environment sparked a vision: combining personal wellness, entrepreneurial community, and immersive experience as the basis for her own short-term rental concept.

3. Curiosity, Generosity, and Reciprocity in Networking

• A chance hallway chat with the property manager at Sweet Honey Farm led to an exchange where curiosity (genuine questions), generosity (offering ideas), and reciprocity (an offer in return) birthed a valuable new connection.
• [17:28] “If you start with curiosity and offer generosity, you know what you’re gonna get? Reciprocity.”
• Lesson: Connections often stem not from the intended content, but serendipitous opportunities and relationship-building in these “rooms.”

4. The Bolt Farm Experience: The Value of “Experience Over Commodity”

• Ashley recalls twice hesitating to pay top dollar for a stay at Bolt Farm, but after going several times (despite increasing rates), she always felt the unique experience justified the premium.
• [23:45] “That money I was so happy to exchange for the experience that I had… you’re not paying for a place to sleep. You’re paying for an experience.”
• This lesson reframed her thinking: you attract the type of customer you are. Being willing to pay for value conditions you to expect value and attract customers who do the same.

5. Strategically Bypassing Airbnb & VRBO

• Inspired by Bolt Farm’s direct-to-consumer strategy, Ashley resolves to avoid listing on Airbnb or VRBO, instead reinvesting would-be platform fees (circa 20%) directly into paid advertising to acquire customers.
• [32:17] “What if you took the same amount you’d pay in a fee and use that as advertising to acquire the customer?... There is magic right now to advertising directly on the property.”
• Advantages: lower long-term costs, data ownership, repeat and referral bookings, brand differentiation.

6. The Investment Journey: Education Comes Before Revenue

• Despite having “zero revenue” from the new rental, Ashley and Kyle invested $10,000 in a Bolt Farm workshop before even getting their first booking— choosing to front-load strategic knowledge and shortcutting costly missteps.
• [39:45] “You will save or make that money. And oftentimes, it’s both—you not only save money on mistakes you would have made… but you make money by knowing what to do sooner.”

7. Behind the Scenes: Building and Marketing the Property

• Property Details: New-build, three-bedroom home near downtown Blue Ridge, Georgia. Negotiated deal included an extra lot and furnishings.
• They’re investing in interior design, videography, unique features (possibly cold plunge, sauna), and surveying the audience for “wishlist” amenities—building an experience worth a premium.
  • Their videographer, Robert, will document before-and-after progress.
  • Jessica and team are redecorating; executive assistant manages logistics.
• Ashley will offer the first 20 bookings at a discount in exchange for feedback to improve the experience.

8. Tax Strategy and Operational Structure

• With help from their tax team, Kyle will qualify as a “real estate professional” (100+ hours of active participation per year) to unlock tax deductions.
• Two bookings are needed by year-end to establish an average nightly rate for compliance purposes.

9. Overarching Business Mindsets

• Relentless investment in self and business multiplies returns in unexpected ways—every “room” or mastermind stacks new connections and skills.
• Delegate with knowledge: “Don’t delegate something you have no clue what it is.”
• Build and price for excellence, not the lowest common denominator so people want to pay more for what you offer.
• [59:00] “I really believe you can’t make a bad decision [by investing in growth]—because every decision allows you to get informed of a future decision that you will or will not make.”

Notable Quotes & Memorable Moments

| Timestamp | Quote | Speaker | |-----------|--------------------------------------------------------------|---------| | 03:20 | “Any room that I'm investing to be a part of, to me that is growing the team because it's growing the input, growing the ideas.” | Ashley Brock | | 11:10 | “It was the first time I was like, I've never been somewhere where it's just entrepreneurs… when your heart gets surrounded by people that are doing other big things, it is like you just love where you are.” | Ashley Brock | | 17:28 | “If you start with curiosity and offer generosity, you know what you’re gonna get? Reciprocity.” | Ashley Brock | | 23:45 | “That money I was so happy to exchange for the experience that I had… you’re not paying for a place to sleep. You’re paying for an experience.” | Ashley Brock | | 32:17 | “What if you took the same amount you’d pay in a fee and use that as advertising to acquire the customer?... There is magic right now to advertising directly on the property.” | Ashley Brock | | 39:45 | “You will save or make that money. And oftentimes, it’s both—you not only save money on mistakes you would have made… but you make money by knowing what to do sooner.” | Ashley Brock | | 59:00 | “I really believe you can’t make a bad decision [by investing in growth]—because every decision allows you to get informed of a future decision that you will or will not make.” | Ashley Brock |

Segment Timestamps

• 00:00 – 04:30: Introduction: Investing in “rooms” and Ashley’s obsession with strategic learning
• 04:30 – 20:00: Mastermind at Sweet Honey Farm and the power of experience-driven environments
• 20:00 – 29:00: Value-based pricing lessons from Bolt Farm, “being” your ideal customer
• 29:00 – 40:30: Direct-to-customer short-term rentals: advertising over platform dependency
• 40:30 – 45:00: The $10k Bolt Farm workshop investment and “education before income” mentality
• 45:00 – 52:00: Property specifics, design plans, and feedback-based launch process
• 52:00 – 57:00: Real estate professional status for tax strategy
• 57:00 – End: Mindset recap: Always be learning, stacking investments, and preview of next episode focusing on lessons from Alex Hormozi

Takeaways for Listeners

• Consistently investing in high-quality education and relationships pays dividends, both in new knowledge and expanded networks.
• Experiences (not just amenities) are the differentiator in both pricing and customer satisfaction, and direct-to-audience approaches allow deeper brand and guest connections.
• Innovation often comes from cross-pollination between different business “rooms”—mixing paid ads strategy with real estate, for example.
• Be proactive in gathering audience/market feedback to continually iterate your offering for maximum value and impact.

Next Episode Teaser

Ashley will unpack her experience investing in meeting Alex Hormozi, breaking down his “$100 million day,” and continuing the conversation on the ROI of being in the right rooms.

If you’re an entrepreneur in short-term rentals—or want to win with paid ads in any space—this episode is packed with practical insights into the value of experiential investing, tactical marketing, and the mindset required to lead in a crowded market.

(For all referenced resources, links, and surveys, refer to the episode’s show notes.)