Did you know that harnessing social media tools like WhatsApp and Instagram can help you significantly grow both your direct bookings and repeat bookings? Sounds too good to be true? Well, Daniela Derin, founder of Skol Apartments Marbella, made it possible!
With 85% of their bookings coming directly and 65% from repeat guests, Daniela and her partner Vincenzo have built a thriving short-term rental business by combining personalized guest connections with creative social media strategies. Their collaborative approach has made them stand out in a competitive market, fostering loyalty and driving success.
In this episode of the Founder and PM Interview Series, Daniela exclusively shares the actionable insights and strategies that helped her achieve these remarkable results, offering every property manager a roadmap to level up their business.
From 2008 to 2024 Daniela Derin’s Story of Growth and Triumph
Daniela Derin, founder of Skol Apartments Marbella, entered the property management business almost serendipitously. Originally from Italy, she and her husband Vincenzo settled in Marbella after a love affair with the sunny beaches and Mediterranean lifestyle. Vincenzo transitioned from economics to running an Italian restaurant, while Daniela cut her teeth as an investment real estate broker, learning the nuances of maximizing ROI.
Their venture into short-term rentals began in 2008 during the global financial crisis, when real estate sales plummeted, and property owners turned to rentals to survive. By 2010, Daniela and her team were managing 40 properties in Marbella, growing through relationships and trust.
If you’d rather watch and listen to Daniela in action, we’ve got the video right here for you!
Key Takeaways from the Interview
1. Be Personal: Build Guest Relationships Through Social Media
Daniela has proven that nurturing personal relationships through WhatsApp and Instagram can drive loyalty and repeat bookings. At Skoll Apartments Marbella, 65% of bookings come from repeat guests, thanks to her storytelling approach.
She shares day-to-day updates, local dining spots, must-try activities, and weekly events, keeping guests engaged and connected long after their stay.
Her WhatsApp broadcasts, and short, engaging videos showcasing Marbella’s charm, foster a sense of community, while her authentic Instagram content strengthens her brand’s visibility and trustworthiness.
Lesson for Property Managers:
• Engage beyond the stay: Use WhatsApp for personal, direct communication.
• Leverage storytelling: Share local attractions and experiences to connect with guests.
• Stay consistent: Build credibility by maintaining a cohesive brand voice across platforms.
• Focus on repeat guests: They save time, reduce costs, and drive referrals.
2. Operate Within a Niche: Define Your Guest and Market
While Marbella is synonymous with luxury, Daniela focuses on offering affordable, family-friendly apartments. Her decision to steer clear of luxury or party-goer markets helped her attract a steady stream of loyal guests who value authentic, relaxed vacations.
Lesson for Property Managers:
• Define your niche and stick to it. Don’t dilute your brand by trying to serve all types of guests.
• Tailor your marketing and guest communication to reflect the type of guests you want to attract.
4. Stay Resilient: Adapt to Changes and Challenges
Daniela highlights the importance of resilience in the short-term rental business. Whether it’s a sudden drop in bookings or shifting market demands, her ability to pivot, such as incorporating digital nomads during COVID-19—has been a cornerstone of her success.
Lesson for Property Managers:
• Embrace adaptability: Be ready to pivot when market trends shift.
• Plan for the unexpected: Have backup plans (A, B, C, and D) to address sudden changes.
5. Work with the Right Owners
One of Daniela’s golden rules is to carefully vet property owners. Managing the wrong property or working with an owner unwilling to invest in improvements, can result in unnecessary stress and inefficiencies.
Lesson for Property Managers:
• Prioritize mutual trust and understanding when onboarding property owners.
• Say “no” gracefully to owners whose properties or expectations don’t align with your business values.
What’s Next for Skol Apartments Marbella?
Looking ahead to 2025, Daniela is focused on solidifying the second generation of Skol Apartments’ leadership, training her children and nephew to take over the business. She also hopes to step back and enjoy personal travel, a long-awaited dream for her and Vincenzo.
Despite predictions of a challenging year ahead, Daniela remains steadfast in her commitment to resilience and adaptability—qualities that have helped her thrive in the dynamic short-term rental market.
If you’re a property manager seeking inspiration or actionable tactics, Daniela’s story serves as a masterclass in building a strong, enduring brand while keeping guests at the heart of your operations.
