Adam Rana segments service-accommodation properties by guest type: contractors, families, and corporate travelers. He uses referral schemes to lock in long-term bookings and runs both budget three-bedroom houses on the outskirts and luxury units for international guests in Birmingham.
So talk to me then very quickly about the different type of properties that you have in the Birmingham area.
I have to strategize and split into different customer base. So I have for example we have an avatar of a contractor base or a family base or a business corporate people. So I have a split of property which attract different type of market, this amount of consumers. So we have, I have three houses which are based in just outskirts of Birmingham which we attract a lot of long term direct bookings or rather repeat bookings in my case from contractors and referrals. We run a referral scheme. So that's one avatar that I use to attract to my semi detached house or a three bedroom house around the outskirts of the city. Then I have a property base which one of them you stayed in which are more I say on the luxurious side on upper end of the market which attract the international.
So you've got quite a few different type of properties. I like how that you've nailed down your ideal guest. Looking back then over the first year, what was or what has been one of your favorite failures that you've made? So something that you've done which was an error that you've learned from that you can maybe pass on to somebody else who may be where you were right. Back in 2018 when I started I.
Had one or two properties a year and a half year back, sorry. And now we have a portfolio of around 15 which is managed and owned properties of SAS service accommodation. So one of the biggest mistakes I think I made early on, which has not hurt me so much, but it has and one of them was when people there was guests were asked extras or extra, Extra, extra items, extra things. So I can use an example of families coming from abroad asking for a traveling cot. That's just an example I give you. So they were asking for extra. And so this is something I didn't never provided and never thought not having kids, I never thought of there would be people looking for a travel cost. And we used to say no. Well I said we. I used to say no. And I said oh look, unfortunately we don't provide that service. And that resulted in like the just the mindset of a guest like oh, it's not a healthy guest. Even though we supplied everything else and we were happy on hand help with everything. It was just that one little thing which was not advertised. But they still wanted us to help them because they're not from the city, they've not been this country. So to summarize that was one of the biggest failures, which may have cost me some money and cost me some reviews. I would say some reviews. Well, but now, because we offer that, it's not necessarily we make extra money, it's just that we provide the service and we keep the people happy and leave the choice in the customer.
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