Connecting Hosts and Homeowners: A Pro Hosts Startup Guide
29 Jul 2024 · 38 min
This podcast episode ("Connecting Hosts and Homeowners: A Pro Hosts Startup Guide", recorded July 29, 2024) features Elena Stepanova, founder of My Perfect Host, interviewed by Liam on the Boostly podcast. Elena, a Moscow-born host now based in Sydney (moved 2011), describes starting hosting from a spare room, expanding into co-hosting, arbitrage and full management, and becoming a contributor to the Hospitable Hosts book series and a bestselling author. Key themes: collecting guest data (Stayfi sponsor), building direct bookings (QR postcards, returning guests, Superhog), personalization (handwritten notes, welcome baskets, short welcome videos), networking (Astra, Nashville, masterminds), and tech recommendations (dynamic pricing via PriceLabs, channel managers including Hospitable and Hostaway, Hostfully PMS). Several sponsor offers/discounts are provided: Stayfi 50% off first three months (code BOOSTLY at stayfi.com/forward/boostly), Hostfully discount via hostfully.com/forward/boostly, and My Perfect Host membership 50% off with code BOOSTLY at myperfecthost.io.
Questions this episode answers
July 29, 2024.
BOOSTLY (50% off — Stayfi: first three months; My Perfect Host: 50% discount on membership).
PriceLabs.
Hostaway (switched from Hospitable).
Based in Sydney, Australia; moved in 2011.
Chapters
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Welcome back to the Boostly podcast. This is the podcast that gives you the tools, the tactics, the training and most importantly, the confidence so you can go out there and get yourselves more direct bookings we love to interview hosts from all over the world on this podcast so you can learn from what they're doing. And these are hosts who are doing something which is special within the industry and something which you need to to know about, basically. And today we've got an amazing host who's part of a project called Hospitable Hosts. They're a best selling author from this year, which is amazing. And we're going to find out about her story, about what made her become an author, and also just dive into the tricks and tips that she does in her business so you can learn from her too. So let me introduce Elena Stepanova. She's the founder of My Perfect Host, which is a STR company based in Australia. So she's joined us very early today where she is. It's very late here in the uk. It's very early where she is. So thank you so much for joining me. Elena.
Hi, Liam. I'm so excited to be here. I was up late last night just thinking about this morning and yes, I'm really excited.
Awesome, awesome. Well, I'm pleased to have you here. So before we get started on the book and on the business, can you just give a short introduction, you know, like an elevator pitch as to yourself and what it is that you do?
Sure. So I'm Elena. I live in Australia. I'm based in Sydney. I've been here for the last 13 years. I wasn't born here, so I moved here with my husband and three kids in 2011. I'm a professional host. I'm a marketing professional as well. And I recently started a business called My Perfect Host, which is a platform for hosts like me who are just starting out or at some point, point of their journey in hosting. And it's a platform that helps connecting hosts with homeowners.
Nice. And whereabouts, you said you've just moved there in 2011. Whereabouts were you from before that?
I was in Moscow, in Russia.
Oh, nice, nice. So when it comes down to the hospitable host, I'm going to dive straight into the book. Why did you become an author and how has the last couple of months been? Because you're a best selling Amazon author, which is awesome. Which everybody listening to this, they don't realize that you can become a best selling author through this amazing community of hospitality. Just talk us through that.
Yeah. So it's actually really weird how I got into all of this and I never even thought about becoming an author, let alone a best selling author. So about a year ago, the Interest rates were rising in Australia and I was thinking of ways how to make some extra income. And we have a spare room in our home. And I thought, well, we've done Airbnb before. I've hosted for about 11 years on and off when we were going away, and I thought, why not rent the room on Airbnb, see if we can make a little extra money? So I did that. And I had so many bookings, it did so well. And I just remembered how much I loved hosting and meeting people and just, yeah, hearing about their life journey and their experiences. And then I thought, well, it works really well. How can I host more? But I couldn't afford buy another property to do that. And then I started researching about co hosting and managing other people's homes. And while I was doing it, I just realized that there's a lot of information out there, but it's all really confusing and sometimes it's really hard to find answers to your questions. And also there are like a million or gazillion Facebook groups and everyone is asking the same questions over and over, what channel manager can I use? How can I find a co hosting agreement? And then I thought, well, I have done so much research. I spent weeks, months maybe listening to different podcasts and reading online. Why don't I just package up this knowledge and make it centralized? So my initial idea was to make it a resource for Australian hosts and have a platform where people like me, who are not a big management company but still enjoy hosting and want to help other people, they can actually have a presence online and connect with homeowners.
Nice. Nice. I know. We've got, according to the stats, we've got Australian listeners, so there'll be people listening to this going, oh, awesome. This sounds like my cup of tea. So what does the business look like at the moment? Is it. You mentioned you do co hosting. You've. You let out the. The room in the house. What does the business look like?
So the business in terms of management, I have all types of arbitrage. I'm doing arbitrage, I'm co hosting for a few clients and I also do full management as well. But I actually didn't answer your question in first place, how I got into the book. So while I was researching. Sorry about that. I came across this book and it was called Hospitable Hosts. And I ordered it on Amazon and started reading. And the first page, I remember it really well, the first sentence that I read was, being an Airbnb manager is a hard work, but being A hospitable host is a pleasure and it just resonated with me so much because I understand that there are a lot of companies out there and it's for them it's numbers, it's bottom line and performance. But there's this whole group of people who actually love hosting and for them hospitality is something that's, that really matters. And I read the book in one day and I felt really inspired and motivated. Then I reached out to Jordi and Julie as well. And later on I joined, I met them at the conference in Australia. So last October there was a conference called Astra and I decided to go and just meet network and that was life changing. So Jordi kind of spoke to me and I wasn't really thinking about becoming an author because I thought it was for people who have successful business that they have already achieved something. But she convinced me that it's about hosting and hospitality and that's how I joined the book. And I read your chapter and it really like I listened to it again just last week on Audible, just to refresh my memory, but I really felt the same way as you did because I still work full time and combining full time job, looking after three kids, other commitments and trying to grow this business, it's not easy and I do feel sometimes overwhelmed and exhausted. But I just know that I need to keep loving. And actually the. Sorry, I'll just mention this as well. I have manifested a few things and a few weeks ago, one of the latest goals that I set for myself to leave my job, my 9 to 5 job has actually happened. So we had structural changes at work and I was planning to leave it anyway. So it was just lucky that it happened that way.
Wow. So that is, I mean, first of all, congratulations on becoming, you know, a bestselling author. But also this means that there's people out there listening to this who is going to be inspired by your story and they're going to go and, you know, get involved and go networking and, and push their business forward. And this is the entire movement and the power of networking ultimately. I'm glad to hear that. You know, sometimes in the past, and certainly the old me, if, if I was restructured, I'd go, you know, there must be some anxiety. But actually now you've got this awesome thing which you can now put your time and, and attention into, which can just grow and grow and grow. And I know at the early stages and, and for, for those of you who are listening to this, you know, it is difficult, especially in the early days. It does get easier. I would. I say it gets easier. You unlock new problems as the business grows. So. And you get different. Exactly. It just gets different. And ultimately those problems might be bigger and. But you realize that you're more competent at dealing with those bigger problems as they come along and.
Exactly.
Yeah. And ultimately you're building something. Right. And you're not just building the business, you're building yourself. You're actually building up skills, you're building up resilience, you're building up knowledge around the industry. And all of this helps you ultimately to put that into your business, put that into the way that you host. And that's why you're successful. You know, you're already successful because you're taking those steps to do it, and that's why you'll continue to be. So. So that is amazing. I'm really. I feel inspired by listening back to your story there. So thank you for that.
Definitely. Resilience is something that is building a lot during this phase. But I think it's really important if you found something that you really love doing. They say find something that you love and don't work a day in your life. I don't agree with that. I think it's still a lot of hard work, but at least you are building your knowledge. You are expanding and growing in something that you enjoy. With my previous career, pretty much, I was in a corporate job and still am for the next few weeks, but it's not something that I felt inspired by. And we had a lot of meetings and most of the meetings are about meetings, so you don't see the result. And when you build your own business, that's when you actually have this amazing feeling. When you do achieve something, then this is the result you can actually like. It's feasible.
Yeah, 100%.
And hosting, I mean, for me, reviews by the guests is something that I always love seeing because every time I had a hard day and things didn't go to plan, but then the review comes through and it says how much they enjoy the experience and that it just makes it all worth it.
Yeah, 100%. And you remind me of a saying which we used to say that in the corporate world, they keep having meetings until they get to the bottom why nothing's getting done, you know, and just because they're having meetings. What would you say to somebody listening to this, who listens, is gathering information, but isn't currently going out to network and events? What would you tell that person?
I would say just do it, because it was really hard for me. I'm not an extrovert by nature and even going to Astra. So Julie George was really kind and she invited me to a day cruise the day before the conference. And I knew that it was a smaller group of people who all knew each other. And I remember arriving in Sydney Harbour and just looking at all these people running up to each other and hugging and giving like big hugs to each other and I thought, oh my God, I'm scared. I want to go home. I can't come up to them because they all know each other and I'm new and I'm a stranger and I just did it and it was the best thing ever. I met so many people and I made really good friends that I'm still in touch with and they are in different parts of Australia and different part parts of the world as well. And actually this experience at Astra inspired me to go to another conference in Nashville, which I recently went to in February. And it was an amazing time as well.
It's the STR Wealth Conference by Bill Faith. That's amazing, isn't it?
That, yes. So I think networking was my favorite part. And I did bring my husband along as well. And he is not really involved in this part of my life. So he doesn't really know. He didn't even read my chapter before and got published. But when he did go to the conference and we had the book launch and he met Jody and Julian, all the other authors, he was like, yeah, impressed. And he didn't realize how big it was.
So that's really cool. Ultimately, just by going to these networking events and nobody believes this until they start doing it, but just by going to these events, opportunities land in your lap. You start to have access to people that you may not have otherwise. And you never know when that connection or that person can come in handy to help, you know, to help you. But also you may be able to help them as well. And so it basically is, they say a rise and tide floats all ships.
And ultimately I love this thing.
Yeah.
And just by talking to someone, not necessarily. You don't have to be always like salesy or trying to make useful connections, but just talking to someone leads you to another person. And you mention something and they. They're like, oh, I know you should talk to this and that. And it's just like serendipity happens at this event.
Definitely. Definitely. Now you mentioned that you'd done quite a lot of research and things like that. Is there any thing that you can share for People listening to this that you'd say, do you know what I've researched this or this podcast I listen to or this, this book, obviously Hospitable Hosts being one that everybody listening to this should go out and get the Hospitable Hosts. I know there's been three Valley volumes, but the lessons in that are vast, aren't they? So. But are there any other resources that have helped you along your journey that you think somebody else could get some use from as well?
I think being part of some sort of Mastermind is important. And actually when I did read the book the First Hospitable Host, there was a mention of Clubhouse and of course I went on Clubhouse and that was last year, so there was no one there. I was like, what is this clubhouse about? Like I didn't get it. And then someone told me, oh no, no one isn't there anymore, but you should join some sort of program. So I did join the Mastermind community and I found a lot of value in that. It just kind of makes you feel not so lonely. And with hosting it does sometimes feel like you are alone on an island and there's no one to talk to. No one gets your challenges but by talking. And I love being part of the Mastermind that has people from all over the world because it just opens up your mind so much and you think that the issues that you're facing are unique but actually everyone faces the same issues. So I discovered a lot of useful information for that and just self education as well. There's so much podcasts, YouTube channels, it's just challenging finding times the time to do that sometimes. But I use the time when I'm driving or when I'm cooking, when I'm walking my dog. I'm just always listening to some sort of podcast and mostly has been great. I had some really good results with direct bookings just by reading Mark's book and listening to your podcast as well.
Awesome. Thank you very much for the plug that. I mean, I agree with you thoroughly that Masterminds especially, and I know you mentioned Julie George, you know, sort of in the STI wealth conference. For anybody who doesn't know who Julie George is, Google Julie George, the millionaire host and my Google, she's amazing. My Google just lit up. That was straight on it. But it is amazing. Her story especially.
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What would you say has been some of the things that you've done within your hospitality business, which is helping you to get these great reviews and that you've learned to always put into your process so far? So maybe some of the ways that you're attracting guests or maybe some of the things that you're doing once they're staying, can you share some of those with us?
I think if you really care about your guests, that they feel it and just going the extra mile for them. And I find it actually quite challenging with growing and getting more properties because it's hard to be that personable when you scale. And my favorite guests are still the ones that I meet in person. And we do have. It's called a granny flat in Australia. I think in America they call it in law suite. It's like a little extension. Yeah, like an extension at the back of our property. They are completely separate, entrance, kitchen, bathroom. But I do meet the guests and the guests that leave the best reviews are the ones that we had interaction with. And I think with larger portfolios, it's just finding the ways how you can have this little personal touches without you going out and meeting every single guest. Maybe it's a leading note with their name and the occasion they're coming for. Addressing this and actually had the same experience myself, my husband and I, we had a 15 year old wedding anniversary and we went to an Airbnb up the coast earlier, I mean, last year. And the host left a lovely welcome basket with a note saying, hello, Elena and Dimitri, enjoy your time here and happy anniversary. And it was like, whoa, okay, that's great. It was handwritten, obviously it was probably her place that to look after and take care of. But just finding the way, how can you do the same when you have 20, 30, 50 properties?
That, that handwritten note is something which I'm a big believer in as well. Because even if you can't do it, as long as you can ask your cleaners to, you know, the person who's staying doesn't necessarily know who's written it. Right. And yeah, it's my handwriting is terrible, so it'd be better if I don't write it. But when it comes down to as long as there is a bit of personalization in a world where we're getting all this AI technology and getting more and more automated, personalization I think is going to be like the superpower in the future to actually see if you can personalize the stay with real human touches. And I mean, I think there are.
Businesses that help you do that. I think it's called handwritten or something like that where you can order and it's actually not handwritten, but it looks like it's handwritten. So.
Yeah, no, I mean anything that you can do like that. And you mentioned one of the hardest things to do is as you scale is to get more, you know, those people to notice a person that they're staying with. One thing I've found as a, as a quick tip is to create a video welcome instead of having just a message which goes out. It's quite easy these days. You can use applications like Zoom or, or you can use, you know, even your phone just, just recording you and just do a welcome message for all your guests. And just a less than a minute and a half, you know, keep it really short. But just a, you know, thank you for, for booking. This is who we are. You're booking with some, you know, a small business, which really helps us, you know, no matter what the size is, it's a small business compared to a business. Right. So by doing that, you're more likely to get a A better review, I find. And Google actually said that's one of the most important things of their conferences last year. Video is making a difference to both the booking habits and also the, you know, the choices that they're making, basically. So it's. It's definitely, definitely worth checking out.
How would you deliver this video?
So we, we do it after the first message that goes out. So as soon as somebody books, the very first message is say thank you so much, please click here. And that opens the video and we. We actually upload with it. We use loom, which I wouldn't use now. I mean, the video was recorded about two and a half years ago, but if I was to redo it, I would just use a phone. I would use, you know, the equipment I'm using now, and I'd upload it to YouTube as well. So it's a link that you can just send somebody so say they've just.
The same video for all the guests. Okay. I thought for a second you're recording a video for every guest. It's next level.
This is the next level, though, is that you can. There's some amazing AI technology out there.
Oh, yes.
Where you can give it the name of the person. And the only things that are missing, in my opinion at the moment is that doesn't know what the name of the booker is. But we're not far off where a, you know, a piece of software will be able to see who it is and they'll be able to say, hi, Elena and Dimitri, thank you for booking.
And maybe even in their language as well.
That would be amazing.
I know it's possible now.
Yeah, that would be amazing. So it's exciting times. So this brings us nicely onto to tech. Is there any tech that's helped you in your business so far? And if so, feel free to name the brands and things like that.
Sure. I think the biggest tech that everyone should use is dynamic pricing, and I cannot believe how many people are actually not using it. So that's one of the must softwares.
Which, which one do you use?
I use Price Labs.
Nice.
And I'm a big advocate. And then if you have more than one listing, Channel Manager is really crucial. I think even, even with smaller, like, even with individual hosts, it just helps you automate everything so much. I did start out with Hospitable a while ago, and then I switched to Hostway as I was growing because I felt that it gives me more functionality and more features just on the direct.
Bookings, just on that. Before we dive in I love direct bookings, as you know. Yeah. It's one thing we often see with channel managers PMSS is people are saying well which one should I stay with? But the software you start with isn't the software you're going to end up with as your business grows because. And I always link this to carving, you know, to vehicles, to automobiles, is that, you know, you might start off with a, you know, a, a small car and then as you get family, you have a family car and then maybe at some stage you've got a speed, you know, a fast car or something like that, sports car. So ultimately your needs change and this is the same thing with your software that as your business grows and adapts and you need different feature that then your software has changed.
Actually I just remembered that I, when I was researching different channel managers I came across your loon recording that was someone shared it on one of the groups and it did say there is no perfect answer for this because everyone's needs are so different. So there this channel managers and that one. But you have to identify which one works for, for your business. I, I remember there was.
Exactly, yeah, that literally that, that's how I.
You were talking about Christian Crumb.
Yeah. Oh yes, yeah, absolutely. STR Club. Yeah, sorry, yeah. STR Hub.
STR Hub.
STR Hub. So for anyone listening wondering what st, you can go and check out STR Hub and it'll basically list lots of different softwares that you can compare against each other. But my, my real advice for any PMS is to. And trial it. Most of them allow you a trial and if the indecision is worth worse than the wrong decision, it's actually best to dive into one because you know by having one what you then want from the next one so it's then easier to identify and, and you learn from, from that as well, which is cool.
Yeah. I have trialed about five so I did like a two week trial with five of them before deciding which one worked best for me.
Went for Hostaway, which is always good to see. So Boostly's partnered with Hospitable Hostaway, all of the big ones, which is amazing to see. You mentioned direct bookings and that was going to be my next question. Is there any thing that you can share around direct bookings that's helped you so far on your journey for the people listening?
Sure. So as I mentioned in our extension that we have at the back of our property, I have printed little postcards actually they're business cards and they have a QR Code and a quick message saying, book direct and say. And what I liked about this is that it actually attracts the returning guests. And in my area where we are in Sydney, it's not really a touristy area, it's really suburban, so we get a lot of people coming for work. There's a hospital nearby as well. And I had a guy last year, he booked eight bookings. So eight weeks in a row from Monday to Thursday, every single week through direct booking. That was amazing.
That's exactly what we like to hear. And, you know, if more and more people know about direct bookings and we train our guests to get direct bookings, then ultimately it helps everyone. That's that. That rising tide again, as people get better deals from it and we get a little bit more profit, usually from. From direct bookings than.
And people do feel a bit nervous sometimes because they would Airbnb, you can see their reviews. You can vet the guests with direct bookings. I think it's a good way to start with returning guests, especially if they're good guests. And then as you feel more confident and more comfortable, they're all. There are ways to vet against as well. I know Super Hog is quite popular where you are protected as well, so you don't have to actually have Airbnb reviews.
Yeah, Super Hog is great for that protection. And I always say to people, because it's one of the biggest worries, right, is that we can't see the reviews beforehand with direct bookings because we've now hosted so many of the direct bookings that I've realized that it's the same guests who book through whether it's Airbnb or direct, and that when you look at your percentages, it's such a low percentage of guests who usually cause damage. And don't get me wrong, broken glasses maybe, you know, marks on towels or whatever, you know, that sort of stuff happens. Just it's the part of the industry, isn't it? But when it comes down to the bigger issues, that it's such a small percentage, but by having these tools are out there, which kind of gives you the upper hand, like Super Hog or safely, if you're based in the U.S. you know, there's a few of these different sort of tools, which is amazing. So, Elena, I, I'm loving literally the energy, the. The passion for the business. And I know we could, we could dive into so much more, but I know we're. We've. We're short on time, so I'd love to just ask two more questions, which One, what is the future of your business?
So right now I'm really focusing on the management side of things because this will help me replace and grow the income place the income that I have from my corporate job and I'm nearly there. And then the next phase, I'm actually really looking forward to growing my platform, which is called My Perfect Host. And if you would like to check it out or join as a host, it's myperfecthost IO. So recently I have partnered up with Jodi and Julie and we Jodi's partner in her hospital host training academy. So everyone who completes the certification process can have a listing on this platform. And I believe that it's always a person, an individual that is behind the business. And so often we see the business and the logo, but we don't see the person who is actually at the in the background who, who is driving force for this business. So for my website I can see that it's always going to be a person centric. So you will always see a host and then you can read about their business and their what they're doing.
That's amazing. And I know because of all the value and the tips you've shared on this podcast, I know there's going to be people who want to go and check out My Perfect Host. I mean it sounds like an amazing platform, especially with, especially if they're combining it. If you do want help with that training for this new hospitable hosts training which is, I'm not sure if it's out, but it's coming, isn't it? When it comes down to it.
So it's coming in March.
In March. Amazing. How can people come and find out more? So I know you've got the my perfect host.com is it or au IO IO. So when it comes down to how can they find out more about you than if they want to reach out to your hospitality business or your socials, what's the best way to do so.
Probably LinkedIn would be the best way to reach out to me directly. But definitely check out the website Microfit Host IO And I do have a special for the listeners for this podcast.
Awesome.
So if you register as a member and use the code boostly, you get 50 discount on membership.
Wow, amazing. So that is if they go to myperfecthost IO is it? And we'll put the link around this podcast or this YouTube video, however you're watching this or listening to this media for you to go and check out and definitely click on it the worst you can do is not find out more information that could help your business in the future. So ultimately go and do it. Is this. It's worth doing. This has been great. Elena, one question we love to end on is, is there a motto or a mantra which has helped you on your journey so far? But I'm going to adapt this up because it sounds as though you've gone on a bit of a journey. So I'm going to adapt this up and say what was the, what piece of advice would you give Elena, who hadn't attended some of these network events and who was still in the full time corporate job and hadn't thought about doing what you're doing now?
My advice would be believe in yourself and push yourself out of your comfort zone. Nothing happens in the comfort zone. And unless you give yourself this push and make yourself the things that are not sometimes not really enjoyable or easy to do, that's when the change happens. And actually I have a little tip that really helped me in my life and it's not just about hosting or business or anything, but I'm a big believer in manifestation. So my tip is, you know, you have, everyone has a laptop and they have a password. So whenever you type in the password, make your password something meaningful and don't just type good weather, 1, 2, 3. But you can think of something that you really want to achieve this month or next month and then make it the worth and the month that you want it to happen. And that helped me so many times you wouldn't believe. It's. It's. Yeah, I don't know how it works, but it does.
I love that. And yeah, it's just, just such a great tip.
So you type it in so many times during the day and it just, it's somewhere in your subconscious that it happens.
There's, there's a. You got it absolutely right as well. Instead of something 1, 2, 3, which there's a couple of comedians over here in the UK who always like take the mickey which goes, oh, I need a password. I'll add what you know, oh, it needs a number, I'll add a one. Oh, it needs more numbers, I'll add a two and a three because, oh, I'll add a, you know, a symbol at the end. And all passwords, we, we must all have similar habits when it comes down to it. But that's a great tip. I'm going to change my laptop's password on the basis of that. I'm going to change it to direct, direct more and more of those is what we want. So, Elena, thank you so much for this. It's been really fun. And if you're listening to this on the Boostly podcast, or if you watch on the YouTube, please share this with somebody else who's going to get all these awesome tips and can come and check out the awesome offer from my perfect host and from Elena from this podcast. Thank you very much.
And buy the book. It's a great book.
Absolutely hospitable hosts. If you go and check it out on Amazon, you'll have 1, 2, and 3. And get them all. They're all great information. You learn from 40 other hosts in each book and it's amazing. So thank you so much. This has been fun. We'll see you again.
Awesome. Thank you so much, Liam. Bye.
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