How Jamie Stark Inlow Grow FAST While Building a Meaningful 120+ Property STR Business, And What You Can Copy
Jamie Stark Inlow didn’t set out to be the biggest property manager on Airbnb.
She built Be Still Getaways with intention: to create unforgettable experiences, lead with purpose, and serve people at a deeper level.
Fast forward a few years, and she manages over 120 properties, including luxury stays and wedding venues… all while staying aligned with her mission.
This blog post breaks down why her approach works, and what you, as a short-term rental property manager can model in your own business.

by Candice Eugene

Section 1: Built on Purpose, Not Just Profit
Many hosts start with the goal of “passive income.”
Jamie started with the goal of making people feel something.
Before the properties and portfolio growth, she focused on hospitality and delivering moments that matter. That mission attracted loyal guests, aligned property owners, and a purpose-driven team.
She said no to properties that didn’t match her vision. She stayed close to her brand, Be Still Getaways wasn’t just a name. It was a belief.
Owners don’t just want someone who can run numbers.
They want someone who can protect their asset, elevate their property, and represent them with integrity. Ultimately someone they can trust.
Jamie’s owners chose her because she cared about design, about the guest journey, about doing things right.
That intention becomes a differentiator.
In an industry flooded with automated, profit-hungry operators, care stands out.
Why This Works:
“You can build a business to maximize profit… or you can build a business to maximize meaning.
And ironically, the second one often leads to more profit — and more peace.
When you build with intention:
  • You attract aligned owners who trust your vision, not just your pricing model
  • You retain loyal guests who become advocates, not just reviewers
  • You lead a mission-driven team who care about outcomes, not just tasks
And most importantly?
You stay centered. Clear. Energized.
You are the biggest asset. So as long as you are burnt out or in a state of chaos, your business will reflect that.
If you are clear and energized, you will take actions that aligned with that which in return builds a business that reflect those feeling too.
Some of you do start this business with meaning.
You care about guest experience. You understand hospitality.
But as you scale…
As operations pile up…
As growth accelerates…
You can start to forget why you started.
That’s when the stress creeps in.
That’s when you lose the spark.
That’s when you start running your business on autopilot, chasing profit and drowning in tasks.
How to Stay Aligned Without Burning Out
It all starts with mindset.
“You can’t keep scaling with chaos and expect to find peace. The cause and effect doesn’t match.
You have to scale with clarity.”
That’s exactly what Jamie did right.
She made decisions aligned with her mission, not just her bank account.
She created systems so her energy could be protected, not depleted.
What You Can Do (Action Prompt):
Take 5–10 minutes today and answer these three prompts. They’ll help you clarify your purpose and start building a brand that resonates beyond just pricing and photos.
Mini Purpose Discovery Exercise:
  • Why did I get into this business in the first place?
(Was it just money, or was it to give people great experiences? To build a lifestyle for yourself? To create impact?)
  • What kind of guests or owners do I want to attract long-term?
(Families? Remote workers? Eco-conscious travelers? Luxury clients? Owners who care about service over margins?)
  • If I had to describe my STR business in one sentence that doesn’t include the word ‘Airbnb’… what would it be?
(Example: “We create peaceful, design-led stays that feel like home, even when you’re far from it.”)
She Chose a Niche And Dominated It
Instead of blending in with thousands of vacation rental property managers managing generic homes, Jamie carved out a premium niche.
She expanded into luxury farm stays, wedding venues, and boutique getaways, a space where:
  • Competition was low
  • Management fees were higher
  • Guests were willing to pay for quality
While everyone else was fighting for $200/night listings, she was capturing $800/night properties and events with built-in demand.
But here’s the thing:
You don’t have to shift into some brand-new, underserved niche to win.
Even if you’re in a competitive market like Byron Bay or Tulum, you can still differentiate through design, storytelling, guest experiences, or who you serve (like wellness retreats or remote workers).
This is what niching down in identity looks like:
  • A clear POV on what kind of guests you attract (e.g. wellness retreats, conscious couples, creative travelers)
  • A visual brand that stands out (not just ‘coastal luxury’ but something with depth)
  • Personal branding that shows why you care, not just what you do
Takeaway for You:
Even if you’re in a popular destination with a saturated property type, you can still win by being more specific in your:
  • Brand story
  • Guest promise
  • Owner alignment
  • Design point of view
  • Visual identity and content
It’s not just what you manage. It’s how you show up, what you stand for, and who you speak to.
Mini-Niche Positioning Exercise:
Ask yourself:
  1. Which of my current listings get the most 5-star guest feedback or emotional reviews? Clue: These are often your brand strengths in disguise.
  • Which of their current listings has the best guest sentiment and margin?
  1. What type of stays or experiences are underserved in my market? (Examples: group-friendly homes, pet-friendly stays, retreat properties, luxury countryside getaways, family-oriented listings.)
  • Are there unique property types in their market that no one is optimizing?
  1. Can I reposition one of my current properties (or a new one) to dominate that category? Could you turn a standard listing into a wellness stay? A creative retreat? A local experience hub?
  • Could they rebrand or reposition a few properties under a unique collection?
Section 3: The Real Cost of Scaling Without Strategy
Jamie’s business didn’t scale because of hustle. It scaled because of systems and smart delegation.
She used tools like:
  • Turno (TurnoverBnB) to automate cleaner tasks and keep turnovers smooth.
  • Eviivo for centralized bookings and PMS coordination.
  • Slack + SOPs for clear team communication and escalation protocols.
But more importantly, she knew when to automate, when to delegate, and when to lead.
Even in the early days, she hired team members before she could afford to, because she knew systems weren’t optional for scale.
Why Most Property Managers Waste Time & Money
  • Most property managers know about tools like Turno, Eviivo, Hospitable… Ain't no way you don't use any PMS.
  • So the deeper issue here is that most don’t have a framework for when to hire, delegate, or automate.
So what happens?
  • You stay stuck doing it all yourself until something breaks.
  • You hire too late (and suffer burnout) or too early (and waste money).
  • You buy tools… but don’t build systems around them — so they gather dust.
You Don’t Just Need More Tools. You Need Better Decisions
Here’s what’s really missing:
  • A way to diagnose which tasks are draining your time
  • A way to classify tasks: → Automate (with AI/PMS tools) → Delegate (to a VA or ops team) → Eliminate (if it’s not moving the needle)
  • A clear trigger point:
  • "If I’m spending more than 5 hours/week on this → it needs a system"
  • "If quality drops when I get busy → it’s time to delegate"
What You Can Do (Actionable Tip):
  1. “Start with just ONE area of your operations that feels messy or reactive. Maybe it's cleaning, guest messaging, or owner reporting. Then ask:
  • What’s repeating?
  • What’s manual?
  • What causes the most frustration or delay?”
  1. “Then pick a tool to automate or delegate that function. Don’t try to fix everything. Fix one process this week, and build from there.”
👉 Download our Delegation and Automation Exercise Template here.
She Built a Brand, Not Just a Business
Most property management business look like carbon copies: templated websites, generic claims, no real identity.
Jamie? She built a brand people recognize, connect with, and trust.
From her website to her listings, there’s a consistent identity: one rooted in warmth, quality, and experience.
She’s also present online and speaks openly about her values and mission.
What She Did Differently:
  • Launched a direct booking website → Not just a portfolio — but a brand destination with her story, her values, and her promise of experience.
  • Created a social presence (Instagram, SEO, local PR) → People didn’t just see the properties — they saw the personality and the promise behind them.
  • Her properties reflect local charm, thoughtful design, and personalized experiences (welcome notes, curated local gifts, etc.).
“While everyone else was just another listing on Airbnb, she became the brand people talked about.”
What You Can Do (Actionable Tips):
  1. Start small: Launch a simple direct booking page with a strong headline, intro video, and booking form. Use tools like Uplisting, Lodgify, or a Webflow template.
  1. Show the BTS: Use short-form video on Instagram, YouTube Shorts, or your site’s homepage to introduce yourself, the business values, and build connection.
  1. Capture emails: Offer a lead magnet like “How to Maximize Your STR ROI in [Your City]”. something valuable that builds your authority and lets you nurture leads off-platform.
Team Culture + Leadership
This might be the biggest differentiator of all.
Jamie didn’t just “hire help.” She built a culture of care.
She paid her team before she paid herself. Her team doesn’t just show up for the job, they show up for the mission.
You can’t scale past 5–10 properties without people you trust.
Tech helps. But people scale businesses.
Action Tip: Create a “Team Values + Ownership Manual” (Even If You Only Have 1 VA)
Most property managers only hand over task lists, but what builds loyalty is clarity and purpose.
Start by building a simple 2-page internal doc that includes:
Your Mission + Team Values
A real mission helps you:
  • Attract the right property owners
  • Build team alignment and loyalty
  • Create meaningful differentiation
  • Make decisions faster (because your “why” guides your actions)
Without a clear mission, you’re just offering a service. With one, you’re building a brand.
Start Here: 5 Prompts to Define Your STR PMC Mission
1. “Why did I start this business in the first place?”
What problem were you trying to solve? for yourself or others?
🔁 Maybe it was burnout from self-managing properties, or seeing poor guest experiences from other PMs. Start there.
2. “What kind of experiences do I want my clients and guests to have?”
Is it about peace of mind? Creating joy? Feeling taken care of?
🔁 Are you selling freedom to the owner, or connection to the guest?
3. “What do I believe is broken in this industry?”
What frustrates you about how other property managers operate?
🔁 Maybe you hate vague pricing. Maybe you believe PMs under-serve mid-range properties. Great missions are born from frustration.
4. “What impact do I want my company to have beyond profit?”
Is it creating better memories for families? Empowering owners? Supporting local economies?
🔁 A mission rooted in impact resonates more deeply with teams and clients.
5. “What would I be proud to say at a team meeting 5 years from now?”
Imagine you’ve grown to 100 properties. What do you want to be known for?
🔁 Is it your culture? Guest reviews? Owner trust? Think legacy, not just growth.
Then Build This: Mission Statement Formula
Once you’ve reflected on the above, plug your insights into a simple framework:
Template:
“We help [WHO] achieve [OUTCOME] through [HOW] — because we believe [WHY].”
Example Missions:
→ Be Still Getaways (Jamie Inlow-inspired):
“We help property owners turn their spaces into unforgettable guest experiences through intentional hospitality and premium systems — because we believe the best stays change lives.”
→ Your Business (Luxury Urban Focus):
“We help busy urban property owners earn stress-free income through fully-managed premium stays — because we believe real estate should work for you, not the other way around.”
→ Your Business (Mid-Market, Value-Focused):
“We help mid-tier owners maximize their rental potential through honest management, powerful systems, and guest-first service — because we believe everyone deserves 5-star hospitality.”
Final Tip: Print It, Post It, Share It
Once you have your mission:
  • Put it on your internal team Notion
  • Share it during onboarding
  • Use it to guide every SOP and team huddle
It becomes your north star, especially when scaling gets messy.
Roles, Outcomes, and Escalation Paths
  • For each team member (even if it’s just 1 VA):
  • What they’re responsible for
  • What success looks like
  • When they should escalate vs solve independently
Why This Works:
  • It creates alignment and autonomy = your team knows what matters most and can make decisions without you micromanaging.
  • You build ownership culture, not task robots.
  • It becomes the foundation of your scalable operating system, one that reflects your values and keeps performance high.
Final Thoughts: What You Can Start Doing Now
You don’t need 120 properties or a wedding venue to apply what Jamie’s built.
Here's What You Can Start Doing Right Now:
  1. Pick a niche and double down on it. → Luxury retreats? Pet-friendly family homes? Urban corporate rentals? Focus = differentiation.
  1. Show your face. Show your values. → Post videos. Write an about page that actually shares your story. Make your brand feel human.
  1. Build trust with content and transparency. → Don’t just pitch your services—educate your potential owners. Use a lead magnet, show your systems, and create social proof.
  1. Automate and document. → Pick 2–3 tools to streamline operations (cleaning, guest comms, owner updates). → Build simple SOPs that ensure consistency, even if you’re not there.
  1. Lead with purpose. → Create internal team rituals. Make your VA or cleaner feel like they matter. When people feel aligned with your mission, they take ownership.
Jamie’s success isn’t about magic.
It’s about systems, clarity, and leading with purpose.
And whether you manage 3 properties or looking to grow to 100+ properties, you can build this too.
Book a Free Strategy Call Today
Book a free strategy call with us to see exactly how this system can transform your STR business.
Discover how you can attract more leads, justify higher pricing, and streamline your backend operations for seamless scalability.
Build the business—and the life—that you’re truly proud of. The path to predictable growth starts here.
Book your strategy call here
Most STR property management business lose time, potential owners and revenue to messy systems.
We help you grow faster — by getting more owners consistently, justifying higher fees, and running leaner with better systems.