The secrets to 324 five-star reviews and 97% owner retention
I recently interviewed Michael LeClerc, owner of SkyRun Park City & Deer Valley, a Utah-based vacation rental business boasting an impressive 324 five-star reviews and a remarkable 97% owner retention rate!
Michael shared the strategies behind this extraordinary success, drawing from his background as a professional chef to explain how he’s crafted a recipe for success in the competitive vacation rental industry.
Here is a summary of the key takeaways and actionable tips from my chat with Michael:
Empower your team to maintain high standards: SkyRun conducts two inspections – one after checkout to check for damage, and another after cleaning to ensure the property is guest-ready and staged correctly. Michael gives inspectors the autonomy to make decisions that enhance the guest experience. He explains, “Everything looks just right. We have all the photos, how the room should look, how the pillows should be placed.” This meticulous attention to detail and empowerment of staff ensures consistency across all properties and maintains high standards for every guest.
Create personalised guest experiences: SkyRun records detailed guest information, including the reason for the trip and whether it’s a repeat visit. Michael explains, “If it happens to be an anniversary or a special event, the team are authorised to do something or go get an extra something from the store to recognise that event.” This level of personalisation helps create memorable stays and encourages repeat bookings. It also allows staff to make thoughtful decisions that cater to each guest’s specific circumstances. It builds the muscle of caring about guests’ experience.
Be proactive about early check-ins: SkyRun allows guests to check in as soon as a property is ready, at no extra charge. Michael explains, “Even if it’s three hours ahead of check-in, they’ll get a notification, a text saying your house is ready for your check-in.” This approach lets guests start their holiday early, whether they’re just driving around or want to unpack before grocery shopping. Michael adds, “People love coming in early. If it’s available, we don’t charge people for an early check-in like that.” By anticipating guest needs and offering this service for free, SkyRun creates goodwill and sets a positive tone for the entire stay from the outset.
Tailor your approach to each owner and set property-specific strategies: Michael tracks owner personalities and priorities (e.g., revenue-focused vs. property care-focused) to customise communication and management strategies. For revenue-focused owners, they might implement “a shorter booking minimum, minimum night stay” to maximise revenue. For owners more concerned with property care, Michael sets higher minimum rates to naturally reduce occupancy and attract more respectful guests. He explains, “We can set a minimum rate for that property. So we know it won’t book more than a certain amount.” This personalised approach helps maintain high owner satisfaction and retention rates while allowing SkyRun to cater to different owner priorities and maintain property quality.
Use technology wisely: SkyRun employs specialised software for tasks like housekeeping schedules and maintenance while maintaining personal touches in guest interactions. The key is to balance automation with human interaction to create efficient processes without losing the personal touch.
Offer (specific) local expertise: Michael provides specific recommendations to guests, such as which ski slopes are best at different times of day. He advises guests, “If it’s in the afternoon, ski this slope. It’s the better afternoon slope.” By sharing insider knowledge, SkyRun adds value to the guest experience beyond just providing accommodation, positioning themselves as local experts.
Foster long-term relationships: Some of SkyRun’s owners have been with them for over a decade. Michael maintains these relationships through personal interactions like having lunch or going skiing together. He also makes it a point to get to know the property owner’s family – one day the kids will likely take over the business! This approach helps build trust and loyalty, contributing to their high owner retention rate.
Lead by example: Michael and his executive team consistently demonstrate the level of guest care they expect, helping to instil this mindset throughout the company. He emphasises, “It just comes from consistently seeing us do it, seeing myself do it, and then having my executive management team… having the same mindset.” This top-down approach ensures that the company’s values are lived and not just talked about.
Michael LeClerc’s approach to running SkyRun Park City & Deer Valley demonstrates that success in the vacation rental industry isn’t just about properties—it’s about people. By empowering his team, personalising guest experiences, maintaining high standards, and fostering strong relationships with owners, Michael has created a business model that delivers exceptional results.
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