(Q4 2025 Recap) 90 Days Inside Lodge Social

Every quarter I do a Lodge Social internal update. These are my favorite articles to write.

Said less professionally, I share what:

• We've learned

• We're trying

• What's next →

This is worth the read. Welcome to my brain. Are you excited? I'm excited.

P.S. You can read last quarters update HERE

1) +1 New Ad Format That Works

Each quarter we test 2-3 new ad formats. In Q4, we found one that we'll keep.

It's called the Voiceover UGC ad.

How it works:

• Write a 30-45 second script

• Have someone (or Ai) read it

• Place that audio over B-roll of a property

Why this works:

Instead of simply showing someone a stay, we use the audio to guide their thinking.

Remember, humans don't like to think much. This ad solved for that.

Click here to view an example.

2) Advertising Formula

We used to start every client with one of two campaign options:

• Brand awareness

• Purchase

Here's why:

If we worked with a premium stay, we'd warm up the audience with some brand awareness before going for the purchase (booking).

With glamping or camping, brand awareness was secondary.

Now we start every net-new client the same way and let the numbers decide which direction we go.

Budget split:

30% - Brand Awareness

30% - Nurture (leads, PMS views, etc..)

33% - Purchase

Then once the first couple purchases (bookings) come in, we see which campaign got them and double down.

3) Why Is November Great?

Most of our clients had a great November. 2024 was the same.

Like almost as good as a peak season month.

If anyone knows why (or has theories), reply to this email and let me know.

Otherwise I'll figure it out. I have almost a year.

4) Email Engagement Dropped

Email engagement dropped in Q4 2025. Which is bad. If no one:

• Opens

• Clicks

On your emails, you'll get moved to the part of the inbox no one checks.

This could be a natural byproduct of being in the off-season. But we're trying to solve it in a few different ways.

I'll talk about this more in-depth later.

Hello, Q1

We have one main goal this quarter and it's not what you expect.

Research.

Inside Lodge Social, we started a "book club."

It's similar to what you do with friends but no booze. And we actually have to do the homework.

Once a month each team member is bringing 3-5 new ideas to the table and we talk about them.

Goal: Find 1-3 ideas we actually implement right away.

Idea examples:

• Social media formats to try

• Email formats to try

• New marketing strategies

• and more

I am super proud of the system we have now at Lodge Social. It works great.

Honestly, we could have a great product for years without changing much.

But we won't keep it as is. For two reasons:

• This newsletter would get boring

• If industry marketing agencies aren't the ones finding better ways to make more money, then who will?

That's all for today. I'll see you in the next article.

P.S. The most common piece of feedback I got from last weeks webinar was that my background sucks.

In my defense, I moved to Boston 6 months ago and I’m moving slower than a stoned sloth to get this place decorated.

But, I listened and decided to buy a ton of Legos and a place to showcase them in the background of each training.

If you’re the IRS, these are “required office supplies.”

Right now I have a plant, Iron Man and a full airport (pictured). I’ll build these and see what else I can fit. Hopefully the Titanic.

Before you go

I spend about 10 hours writing this newsletter each week. The rest of my time is spent running $100K Stay and Lodge Social.

1) $100K Stay — Learn how to make $100K for your Airbnb or hotel from social media in 90 days.

• This hybrid-live training program is everything you need to get your own guests from the internet. Even if you have zero audience, experience, or marketing skills.

• Enrollment is currently closed. Get on the waitlist to join the next one →

2) Lodge Social — Our marketing team will help you get more guests to like, share and book. Work with me and my team here.

Links you might like:

1. (Q3 2025 Recap) I dressed up as Santa for an ad (The Lodge Social)

2. Building a micro resort with 30-50% direct bookings (The Booked Solid Show)

3. Retargeting is important. Here’s why… (LinkedIn)

4. Best short term rental marketing articles in 2025 (The Lodge Social)