Expanding inventory is set to be the number one priority for property managers in 2025, with over 75% of attendees in our recent webinar voting it as their top focus for the year. And while data indicates an oversupply in many markets, research from Vintory shows that adding new properties still drives growth far more effectively than rate or occupancy increases—by up to six times.
Yet, with rising regulatory pressures and climate-related risks, this growth must be highly selective and strategic. In this article, we’ll share key takeaways from our recent webinar on how inventory expansion remains a powerful revenue lever, and why portfolio diversification is essential to help managers navigate today’s unpredictable landscape.
Meet our speakers
In our recent free webinar titled ‘2025 Playbook: Win Owners, Attract Investors, and Build a Crisis-Proof Portfolio’ hosted by Rental Scale-Up founder Thibault Masson, experts D. Brooke Pfautz and Mahwushh Alam shared insights on how inventory growth tactics must adapt in 2025.
Brooke Pfautz is the CEO of Vintory and founder of Comparent, has spent over 17 years in the vacation rental industry and built multiple companies to help professional management companies grow their inventory. Mahwushh Alam, CEO of One Perfect Group in Dubai, manages hundreds of high-end properties across the UAE, with a focus on attracting owners and investors who prioritize reliability and service.
Actionable Tips:
- Prioritize properties in high-demand locations or those with unique features that stand out in a competitive market.
- Target high-value homeowners with a track record of real estate investment and familiarity with short-term rentals.
- Consider properties that appeal to the specific needs of your core guests, such as family-friendly homes or luxury villas with high-end amenities.
Actions Property managers can take to grow Inventory in 2025
While Brooke underscored the power of “constant pressure” marketing for building inventory, he also advocated for using tried-and-true methods in fresh ways. Direct mail, targeted email, and strategic partnerships remain effective, but the messaging, targeting, and execution require an updated approach for 2025.
- Direct Mail & Cold Email Outreach: Brooke recommended sticking to targeted direct mail (like postcards) and cold email outreach, tools that have stood the test of time. For email outreach, he advised using tools like Mail Shaker and Lemlist, which are specifically designed for direct response marketing. Creating direct response campaigns that speak to owners’ needs is key.
- Spending on Quality Data: Accurate, targeted data is the foundation of successful direct mail and email campaigns. Brooke advised narrowing down your list using data points like house value, location, and specific features (e.g., properties with pools or fireplaces). This is where Vintory’s “demand boosters” feature can be valuable; it allows managers to zero in on properties that align with high-demand characteristics, improving the likelihood of success.
- Use tools like PriceLabs’ Revenue Estimator Pro to analyze potential revenue in your market by property type or bedroom count. By understanding specific revenue trends, you can better identify properties that will yield the highest return.
How to Source Quality Data
For U.S.-based property managers, sourcing high-quality data can start with public records, MLS (Multiple Listing Service) data, or purchasing lists from providers like InfoUSA and Exact Data.
- Public Records and MLS: Local real estate records can provide information on property transactions, helping managers identify new or upmarket properties in their areas.
- Permit Lists: Requesting short-term rental permit lists from city or county governments can yield a vetted list of potential leads, thanks to the Freedom of Information Act.
- Industry Databases: Platforms like Vintory consolidate data on properties and property owners, allowing managers to filter by home value, location, or even unique features.
- Targeting new developments: Brooke mentioned that when his team noticed new construction in the area, they’d pull tax records and start marketing early. Building relationships with developers and real estate agents at this stage can also create opportunities to manage high-quality new inventory before these properties even hit the rental market.
Crafting Messaging That Stands Out
Good messaging is more than just outreach—it’s a critical part of building relationships and brand loyalty. According to Brooke, every piece of communication should cover seven essentials: your unique selling proposition (USP), a compelling offer, and a clear call to action are top priorities. Tailoring these elements to homeowners’ specific concerns—like income reliability or hassle-free management—creates a personalized experience that resonates.
Tips for Crafting Effective Messaging:
- Highlight Your Unique Selling Proposition (USP): Define what makes your management services distinct. For example, if you offer exclusive perks like “sunshine guarantees,” make that clear.
- Create a Compelling Offer: Entice homeowners with a time-limited promotion or unique program.
- Include a Strong Call to Action: Encourage homeowners to take the next step, whether it’s booking a meeting or learning more about your services.
How to Differentiate your business to appeal to owners
Both Brooke and Mahwushh emphasized that the most successful property managers stand out by offering owners more than just high returns. Many homeowners today care equally about reliability, property upkeep, and value-added services.
As Mahwushh noted, the industry focus on higher yield isn’t always realistic in competitive markets like Dubai, where owners may value trustworthy partnerships and service quality over marginal revenue gains.
Brooke shared several unique differentiation strategies he implemented, including:
- “Sunny Days Guarantee”: This is a program that refunds guests if their vacation is disrupted by bad weather. While initially covered by an insurance policy, Brooke’s company later self-insured this perk, which proved to be a big draw for new guests.
- Membership to Third Home: Third Home offers vacation home exchanges, allowing owners to use their homes as equity for stays in other locations. For owners who value global travel, this perk can be an appealing add-on.
- Trust and credibility: Mahwushh further recommended positioning your company as a trusted partner by building relationships and fostering visibility in the community, which in Dubai has helped her team attract long-term investors and established homeowners.
- Casago’s Leads for Life Program: Casago’s “Leads for Life” program provides realtors with ongoing referrals for prospective buyers by adding their information to all property communications. This mutually beneficial program has positioned Casago as a strategic ally in the real estate ecosystem, appealing to both owners and agents.
Using Airbnb’s Co-Host Platform for Inventory Leads
Airbnb’s recently expanded Co-Host platform allows hosts to connect with property managers, which creates potential leads for short-term rental managers. While it’s an interesting lead generation source, both Brooke and Mahwushh cautioned against relying solely on this channel, as it ultimately keeps you tethered to Airbnb’s ecosystem.
While being a co-host can introduce you to new owners, consider converting these relationships into direct contracts to retain control and flexibility.
Using Diversification to Protect Against Regulations and Natural Disasters
Both Brooke and Mahwushh emphasized diversification as a key strategy for safeguarding revenue and mitigating risks posed by regulations and natural disasters. By expanding into new regions or offering varied property types, managers can create a more resilient portfolio that withstands market disruptions.
Examples:
- Mahwushh’s recent expansion into Saudi Arabia taps into a growing tourism market, providing stability against any regulatory changes in her core markets.
- Meanwhile, Brooke highlighted the potential of targeting high-demand property types, like large family homes, which not only meet specific guest needs but also create niche opportunities less vulnerable to regulatory restrictions.
For those looking to diversify in 2025, consider these approaches:
- Market Diversification: Expanding into new regions or complementary markets (such as ski destinations for winter) can help balance occupancy throughout the year and protect against localized regulatory issues.
- Property Type Diversification: Invest in property types that align with guest demand, such as large family homes or unique stays, to create a steady revenue stream year-round and reduce dependency on any single market or asset type.
Diversification provides a critical buffer, helping property managers sustain growth even in the face of regulatory or environmental challenges.
Conclusion: Building a Resilient Portfolio for 2025
Growing your inventory in 2025 is about building a resilient, attractive, and unique portfolio. Through a thoughtful mix of data-driven acquisition, selective targeting, strong relationships, and innovative differentiation, property managers can set themselves up for long-term success in a market with ever-increasing supply.
For more insights on navigating the short-term rental landscape, check out Brooke Pfautz’s latest book, The Ultimate Tech Stack Guide: The Tools and Software that Power the Top Professional Vacation Rental Managers, for free. This free resource compiles top tech solutions from industry leaders to help managers optimize their operations and grow efficiently.