The Boostly Podcast: Episode Summary Title: How to Build a MARKETING FUNNEL That Drives Direct Bookings (NO MORE Relying on OTAs)
Host: Mark Simpson
Guest: Dustin Baker, Founder of Hidden Gem Media
Release Date: May 12, 2025

Introduction

In this episode of The Boostly Podcast, host Liam Carolan welcomes Dustin Baker, founder of Hidden Gem Media, to discuss effective strategies for short-term rental hosts aiming to transition from reliance on Online Travel Agencies (OTAs) like Airbnb, VRBO, and Booking.com to securing direct bookings. The conversation delves into the intricacies of building a robust marketing funnel that drives direct engagement and bookings, ensuring hosts gain more control and stability in their business operations.

Guest Background and Expertise

Dustin Baker shares his journey into the marketing world, highlighting his decade-long experience in sophisticated industries such as e-commerce and app development. Frustrated by the limited innovation opportunities in these sectors, Dustin pivoted to the burgeoning vacation rental industry three years ago. He founded Hidden Gem Media to apply advanced marketing strategies tailored specifically for vacation rental hosts, helping over 35 clients enhance their brands and increase direct bookings.

[01:51] Dustin Baker: "I set my sights on the vacation rental industry because it was up and coming, it was growing incredibly fast. These marketing strategies would crush it so well with something that was so visually appealing, emotionally resonating, and mass appeal."

Challenges in Moving Away from OTAs

The discussion begins with the primary challenge hosts face when shifting from OTAs: building trust. OTAs have invested heavily in their brand reputation, making customers feel secure when booking through these platforms. Transitioning to direct bookings requires hosts to establish this trust independently through multiple touchpoints and maintaining a high level of professional, high-quality design.

[03:25] Dustin Baker: "Direct bookings require a lot of trust. Airbnb put a lot of effort into growing their brand and building that trust so that people can book vacation rentals, which is a pretty expensive purchase."

Understanding the Marketing Funnel

Dustin introduces the concept of a marketing funnel, breaking it down into three stages: awareness, consideration, and conversion. He emphasizes that building a marketing funnel involves integrating various strategies like social media, email marketing, and paid ads to guide potential guests from the initial discovery of a property to making a booking.

[07:04] Dustin Baker: "It is like a bit of a trickle-down effect. You're going to have the biggest reach at the top of the funnel and then it’s going to get smaller and then of course, the people actually book a stay and will be the smallest."

Effective Strategies for Direct Bookings

1. Social Media Awareness: Dustin highlights the importance of high-quality visual content on social media to capture the attention of potential guests. Partnering with content creators or influencers to produce stunning video footage can significantly enhance a property's visibility.

   [11:25] Dustin Baker: "You need video footage that captures the experience of your stay, but incredibly well, and to the tune of standing out, capturing people's attention on social media."

2. Email Marketing: Transitioning from social media to email marketing is crucial for building and nurturing relationships. Offering incentives such as discounts for signing up can increase email list subscriptions. Once subscribed, automated email sequences can help build trust and keep the property top-of-mind for potential guests.

   [13:13] Dustin Baker: "If you give them an incentive like get $50 off your first day or $100 off your first day or even 10% off your first day, that is going to drastically increase the amount of people who go from discovering you on social media to signing up for your email list."

3. Landing Pages and CRM Integration: Creating dedicated landing pages to capture email addresses and integrating Customer Relationship Management (CRM) tools like Go High Level ensures that hosts can effectively manage and nurture their leads.

   [17:20] Dustin Baker: "For the email marketing in general and having a pipeline that you can track people going through, this is commonly used with a CRM."

Common Misconceptions and Mistakes to Avoid

Dustin addresses the misconception that linking Airbnb listings directly in social media bios will drive direct bookings. He explains that this approach often results in low engagement and high bounce rates. Instead, he recommends creating a dedicated landing page to bridge the gap between social media discovery and booking.

[09:48] Dustin Baker: "A lot of people haven’t realized that you need a lot more than just people seeing one or two reels to book directly with you."

Additionally, Dustin cautions against relying heavily on influencer marketing, especially with large accounts that may not yield a high return on investment. He advocates for targeted Facebook ads as a more reliable method to reach the desired audience with clear calls to action.

[23:41] Dustin Baker: "Unless you really know how to approach it well, influencer marketing can be a bit more miss than hit."

Tools and Resources for Hosts

To implement an effective marketing funnel, Dustin recommends using CRM tools like Go High Level, which allow hosts to capture and manage email addresses, send automated email sequences, and run targeted ad campaigns. These tools provide a comprehensive solution for tracking and nurturing leads throughout the funnel.

[17:20] Dustin Baker: "These CRMs are incredibly valuable. The one we use is Go High Level."

Services Offered by Hidden Gem Media

Hidden Gem Media focuses on helping vacation rental hosts build and solidify their brands, set up comprehensive marketing funnels, and manage ongoing marketing efforts. Their services include:

• Brand Development: Creating a cohesive brand kit, including logos and branding materials.
• CRM Setup: Integrating tools like Go High Level with the host’s website and PMS.
• Content Optimization: Enhancing social media profiles and creating email templates.
• Ongoing Management: Running social media campaigns, email marketing, and paid ads to drive direct bookings.

[19:56] Dustin Baker: "Our whole goal is most of the hosts that come to us have a lot of different Airbnb listings, but they have the foundation or the beginnings of a brand that they want to grow."

Actionable Tips for Hosts

1. Invest in High-Quality Content: Collaborate with content creators to produce visually appealing videos and photos that showcase the unique experiences your property offers.
2. Build and Nurture an Email List: Use incentives to encourage guests to subscribe to your email list and implement automated email sequences to build trust.
3. Leverage CRM Tools: Utilize CRM software to manage leads effectively and run targeted marketing campaigns.
4. Optimize Your Marketing Funnel: Ensure each stage of the funnel—from awareness to conversion—is strategically planned and executed.

Final Thoughts and Takeaways

Dustin concludes by encouraging hosts to enhance their property’s appeal through additional amenities and unique design elements, which can further amplify marketing efforts. He also invites listeners to access a free masterclass video on his website for a more in-depth understanding of building a marketing funnel.

[25:12] Dustin Baker: "If you have a great property that is very Instagrammable and videos well and has a great experience, you'll see incredible results with this marketing."

Liam reiterates the importance of taking actionable steps towards direct bookings and leveraging the expertise of services like Hidden Gem Media to accelerate this transition.

Conclusion

This episode of The Boostly Podcast provides invaluable insights for short-term rental hosts seeking to move away from OTAs and build a sustainable direct booking strategy. Through expert advice on constructing a marketing funnel, leveraging social media and email marketing, and avoiding common pitfalls, Dustin Baker equips hosts with the tools and confidence needed to gain greater control over their bookings and business growth.

For more information, listeners are encouraged to visit Hidden Gem Media and explore the free masterclass offered by Dustin Baker.

Notable Quotes

• Dustin Baker [01:51]: "I set my sights on the vacation rental industry because it was up and coming, it was growing incredibly fast."
• Dustin Baker [03:25]: "Direct bookings require a lot of trust."
• Dustin Baker [07:04]: "It is like a bit of a trickle-down effect."
• Dustin Baker [09:48]: "A lot of people haven’t realized that you need a lot more than just people seeing one or two reels to book directly with you."
• Dustin Baker [17:20]: "These CRMs are incredibly valuable."
• Dustin Baker [23:41]: "Influencer marketing can be a bit more miss than hit."
• Dustin Baker [25:12]: "If you have a great property that is very Instagrammable... you'll see incredible results with this marketing."