A Miami-based short-term rental (STR) company managing multiple high-end properties relied heavily on paid advertising to attract bookings. While paid ads on Google and Meta were driving traffic, the company was spending too much on marketing without building an organic audience.
With rising ad costs and increasing competition in the STR market, they needed a sustainable social media strategy that would drive direct bookings, increase brand awareness, and reduce dependency on paid ads.
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Content-Driven Social Strategy
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Influencer Collaborations for Authentic Reach
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Community Engagement & Guest Interaction
To transition from ad-heavy marketing to a more cost-effective organic social media strategy, we implemented a content-driven approach focused on audience engagement and brand authenticity.
1. Content-Driven Social Strategy
We developed a strategic social media content plan that positioned the STR company as a top destination for travelers visiting Miami: ✔ Short-form video content – Focused on TikTok and Instagram Reels to maximize reach. ✔ Behind-the-scenes property tours – Showcased luxury rentals in a visually engaging way. ✔ Miami travel guides & local experiences – Created content that provided value beyond just accommodations. ✔ A/B testing on content formats – Analyzed performance to refine the best-performing themes and topics.
2. Influencer Collaborations for Authentic Reach
To expand reach and establish trust, we partnered with local travel and lifestyle influencers to create highly engaging, organic content: ✔ Invited influencers for free stays in exchange for social media exposure. ✔ Hosted live walkthroughs where influencers engaged with their audience in real-time. ✔ Encouraged user-generated content (UGC) by featuring guest posts and reviews. ✔ Built long-term partnerships with Miami-based content creators for continued brand visibility.
3. Community Engagement & Guest Interaction
We focused on building a loyal social media community by enhancing direct interactions with followers: ✔ Live Q&A sessions to answer traveler questions about booking and amenities. ✔ Polls, giveaways, and interactive stories to boost audience participation. ✔ Guest feature posts highlighting real guest experiences and testimonials. ✔ Automated DMs & chatbots to provide instant responses to booking inquiries.
"Before working with WaveBNB, we spent thousands every month on paid ads. Now, our social media presence brings in direct bookings organically. Not only have we cut marketing costs, but we've built a community that trusts our brand and engages with us daily."
CEO, Daniel Ramirez
ithin six months of launching the organic social media strategy, the STR company saw massive results:
✅ $200K in direct revenue generated from social media-driven bookings.
✅ 75% reduction in paid ad spend, significantly lowering marketing costs.
✅ 5X higher engagement rates across TikTok and Instagram.
✅ 30% increase in direct bookings, reducing reliance on Airbnb and OTAs.
✅ 10X follower growth on TikTok, with viral videos reaching millions of views.
✅ Consistent brand visibility, leading to higher trust and repeat bookings.
This case study highlights the power of an organic social media strategy in the short-term rental industry. By leveraging high-impact content, influencer partnerships, and direct guest engagement, the STR company was able to significantly reduce marketing costs while generating six-figure revenue directly from social media.
Moving forward, the company plans to expand its influencer collaborations and explore YouTube Shorts to continue scaling its reach and engagement.
Book a free strategy call today and start maximizing your organic reach!
