Meet MyStay Hilton Head Island.
MyStay is a vacation rental property management company boasting 50+ properties in an extremely saturated and competitive tourism market.
As a small business within their first 18 months of formation, the way they were showing up online wasn’t quite reflective of the movement of their rapidly-growing operation. They had grown as far as they could on their own steam, because they were the ones creating content. They had a solid presence and content outputs that worked when the business was young, but the weight got too heavy. As a result their content became reactive instead of intentional, and concerned with staying visible more than proactively building their brand positioning. Their problem wasn’t not being seen, it was not being felt. And it was hurting their conversion rates from socials.
A funnel built on trust, not just visibility.
Our first move wasn’t to pick up a camera. Long before we produced anything, we mapped where they were and where they were headed. This included a deep-dive strategy session where we explored how their audience finds them, what stage of trust they’re at, and where along the way the story had been getting lost.
From there we built a funnel that gives every piece of content a job: top-of-funnel work that earns attention and gets shared, middle-of-funnel work that builds trust and depth, and bottom-of-funnel work that actually moves people to book vacations in MyStay homes.
From chasing trends to approving a plan.
When every piece of content had a clear emotional job, nothing felt forced into the feed. The co-founders’ responsibilities went from generating ideas, chasing trends, and hoping posts land, to approving a monthly plan and captions that we pre-built.
Every month we handle their pre-production, the narrative direction, the funnel mapping, the shoot planning, the content calendar, and the caption writing, so their only job each month is to show up and be themselves on camera.
If you’re curious about the exact framework we implemented, see this video below, and feel free to steal it for your own business.
Steal the framework
Here’s our founder walking through the exact system that we built for MyStay, and how you can apply it to your own business.
Content that compounds instead of resetting.
The key in our partnership with MyStay is that the content they publish compounds instead of resetting each month. This allows for an audience to feel like they are a part of the business, too.
Our five content pillars are each created to match a specific stage of how someone actually decides to book a vacation home: entertainment and atmospherics for attention, faces and stories for inspiration, education and value for trust, and properties for the pitch. The sale happens off-platform, on the listing page on the website, but everything up until that point has a purposeful reason for existing.
What started as a content problem turned out to be an identity problem, and once that got solved, everything else — engagement, trust, growth, sales — followed naturally, because the content that works is the content that causes the audience to feel like they’re in on something instead of being sold to. Because of this switch, MyStay HHI currently dominates their market, and many of the people they partner with actually migrate over from their direct competitors.
What we deliver
Does your company have a proper social funnel set up?
You could be missing out on customers because your system isn’t well-oiled.