How to Assure (Not Assume) Your Short-Term Rental Hits Top Income Potential

Kate Stoermer Author

Want to earn top income from your short-term rental? Learn how to be rare, desirable, and outperform the average in a crowded market.

We all make spending decisions based on a mix of logic, emotion, and perceived value. Whether we're eyeing a luxury handbag, a weekend getaway, or a new appliance, there's a consistent driver behind premium pricing: something that is both rare and desirable will always command more.

This is just as true in the short-term rental world.

So the real question becomes:
How do you make your short-term rental stand out and perform in the 75th—or even 95th—percentile in a crowded market?  Maybe even taking it to the bleeding edge of potential in a market place? 

Let’s dig into three actionable ways to assure, rather than assume, your STR income potential.

1. Be Rare and Desirable

Some properties have that “it” factor baked in such as lakefront log cabins, in-town cottages with walk scores of 90+, or luxury homes with expansive mountain views. These are inherently rare and obviously desirable.  Archeiture or local make it easy to spot. 

But the "perfect" house isn't a requirement; 
Rarity and desirability can be engineered through strategic marketing.

Great marketing doesn't invent value - it reveals it. (You might want to make this your motto). Tongue and cheek comment aside,  great marketing connects your property to your ideal guest’s specific desires and amplifies your uniqueness in a sea of sameness.

Whether it’s:

• A pet-friendly backyard perfect for golden retrievers,

• Thoughtful kids' amenities that make family travel easier, or

• The vibe of a serene escape 10 minutes from the action…

If it matters to your guest, it matters to your income.

💡 In my consulting work, I’ve consistently seen STRs earn 30%+ more than comps simply due to thoughtful, strategic marketing.

2. Know the Benchmark (Don't Skip This Step)

This one’s a silent killer of income expectations - and short-term rental businesses.  

You might look at similar properties on Airbnb and think, “This should earn $80K a year.” But did you factor in:

• A 10-minute longer drive to town?

• No walkable dining options?

• A lack of beach access, not just beach views?

I recently ran an income projection for a client who had done a solid job modeling earnings. The issue? Their chosen property was just far enough outside the main cluster of rentals that our analysis showed it might earn $60–$100 less per night. Over the course of a year, that adds up quickly.

Benchmarking correctly isn’t about being negative—it’s about being precise.

✅ Assuring income potential starts with understanding what top-performing properties in your micro-market are actually doing—and what gaps exist between your property and theirs.

3. Be Above Average—Always

This is the differentiator that algorithms can’t fully capture.

You’ve likely seen it yourself: a weird, potato-shaped house in the middle of nowhere bringing in $80K, while a high-end stunner in a prime location flops.

Why?

Because hospitality wins.
Because marketing matters.
Because execution trumps expectations.

You don't have to invest in high-end amenities - I once got (2) bookings from guest referrals based on having a spare toothbrush!  Every choice you make either nudges you toward being above average—or not. If your goal is to perform like a top-tier listing, your operation can’t just look the part  - delivering great hospitality is key. 

Final Thought

Don't gamble on income—engineer it.

Assuming your short-term rental will perform well because of comps or market hype is a common misstep. Even a fantastic thumbnail photo that gets shared a lot doesn't guarantee bookings.   But with a clear understanding of what makes a place valuable - inherent or engineered, paired with marketing and operations that deliver on that promise, you’ll find yourself in a different income bracket altogether.

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Ready to be assured that your property is hitting its potential - vs assuming it will?  

That one letter difference between assure and assume maybe the difference between a good investment and a losing investment.  Work with The CEO Host and get a full report with recommendations on your STR Income Potential - and how to achieve it. Whether for a new investment or to understand how to optimize your existing property - you will get a full written report on the market, submarket, and niche recommendations along with the income potential range for a specific property. From selecting comps to marketing tips to achieve the high end of income potential, Kate's experienced insights will allow you to go from "I think" to "I know" with a plan to achieve a properties income potential. 

What others have said after working with Kate

"Kate's data-informed insights provided all the information I needed to make an informed decision"  - Fred, Aug. 2023

"I implemented every one of Kate's suggestions and watched my income climb"  - Chase, Jan. 2024

"We can't thank you enough; we truly had no idea what we were doing and with your insights we did everything you suggested and our place is making great money now - so much so we are planning on buying another one! Thank you"  Jim & Tracy, April 2023

Book a call today to discuss how Kate can help you ensure your property is achieving its income potential - or to assess its potential prior to buying.  Learn more >>

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Hey Boss! I'm Kate, owner/founder of The CEO Host. If you are interested in taking a leap into short-term rentals - or struggling with your existing business, my goal - passion, and career, is to help YOU succeed. I've coached hundreds of folks getting started, analyzed more deals (and duds) than I could count, completed thousands of hours of education and training, attended conferences... So don't be shy. A good CEO knows to bring in expert help - and that's what I'm here for! Lets HOP ON A CALL and chat!

Categories: : Marketing & Revenue