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In this episode of Get Paid For Your Pad, Kaye Putnam (Head of Marketing at Freewyld and Freewyld Foundry) sits down with Beth Palmer, co-owner of Northridge Escapes, a portfolio that holds a 4.99 average rating across three different markets and more than 1,000 five-star reviews.
If you are an STR operator who wants to raise guest satisfaction, improve review scores, and understand the mindset that creates exceptional experiences, this episode is a must listen. Beth shares the three-part formula behind her results: communication, quality, and amenities. She explains how small decisions executed consistently create a five-star engine that guests remember long after checkout.
You will hear:
• The three elements behind more than 1,000 five-star reviews
• Why emotional experience drives ratings more than amenities
• How proactive communication builds trust without overwhelming guests
• Why quality items like linens, beds, and dishware shape guest perception
• How exceeding expectations creates repeat guests in competitive markets
• How personalized messaging strengthens loyalty in city destinations
• What operators misunderstand about value and where upgrades pay off
• How Beth maintains consistency while managing three regions
We also talk about:
• How to find cleaners who know the difference between clean and set
• The room by room checklist that keeps standards high
• Why midterm rentals became a winning pivot during regulatory changes
• Why large homes attract multi generational trips and stronger revenue
• How Beth delegates effectively while keeping a full time job
• The mindset shift that removes ego from difficult guest moments
🎯 Mentioned in the Episode:
TouchStay digital guidebooks
PriceLabs
Northridge Escapes
Freewyld Foundry Revenue and Pricing Management
🔥 Favorite Takeaway:
“People do not review based on facts. They review based on how they feel. When you focus on the guest’s feeling rather than the bare minimum, five stars become the natural result.”
📍 Want us to audit your pricing strategy?
Get your free personalized revenue report at FreewyldFoundry.com/report.
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Kaye:
I am so excited for today’s guest. She has quietly built a 4.99 rated portfolio across three markets, earned more than a thousand five star reviews, and still reads bedtime stories to her four kids. Welcome to Get Paid For Your Pad.
Beth:
Thank you so much for having me. I am excited to be here.
Kaye:
You are the co-owner of Northridge Escapes. Take us back to your first property. When did you realize this would become a real business?
Beth:
It started in 2018. I have worked at Brightview Capital for 18 years. My boss had a lake house an hour outside the city, and I convinced him to let me put it on Airbnb to bring in some extra income on his second home.
Once we launched it, he caught the bug. He bought another property in 2019. By 2020 we were building four homes together. We added more after that, and now we are buying another one in January. That will bring us to ten total.
Kaye:
Your properties are beautiful, luxurious, and thoughtfully designed. How has your marketing background shaped your approach to short term rentals?
Beth:
I am the Director of Marketing at Brightview, so customer experience is a big part of how I think. It started even earlier when I worked at Chick fil A in high school. Their motto is that the customer is always right, even when they are not.
That mindset stuck with me. I let go of my pride, and even when I know I am technically right, I treat the guest as if they are right. It changes how you communicate, how you resolve issues, and ultimately creates a better experience.
Kaye:
Exactly. Even when the data says you are right, the guest’s perspective is still their reality. My husband and I built a rental in the North Carolina mountains around the same time you were building yours. What was that process like during COVID?
Beth:
It was wild. Lumber prices skyrocketed mid construction. But we had contracted with fixed pricing instead of cost plus, so that protected us. At the time it was cheaper to build than buy, and interest rates were low, so it worked in our favor.
By 2023 interest rates had gone up and building got harder, but the upside of building was the ability to design everything exactly how we wanted. Layout, amenities, owners closets, two sets of laundry, everything optimized for the guest experience.
Kaye:
That is such an advantage. A traveling guest has different needs than a long term resident. What were the things you knew you wanted to include to make the homes truly guest friendly?
Beth:
A luxurious primary bathroom is huge. Beautiful tile, soaking tubs, spaces where guests instantly think that is where I want to relax.
At the mountain properties we added hot tubs, lots of screened outdoor space, fireplaces, big TVs indoors and out.
Then we layer in the smaller touches. Throw blankets, decor, candles. Things that make the home feel warm and lived in. Those touches show up in reviews again and again.
Kaye:
Your reviews are exceptional. The highest across all the clients we manage. What is the secret sauce? If you had to boil it down to three things, what are they?
Beth:
Communication. Quality. Amenities.
Communication starts from the moment they book. I handle all the messaging because I want to build a connection. I ask what brings them to the area. In Chattanooga we have many repeat guests. Parents visiting kids at boarding school, families visiting grandkids, people who come often. I remember those details.
We provide all information upfront through a Touchstay guidebook, which cuts down on questions and helps the guest feel grounded.
Quality matters. Great mattresses, linens, curated furnishings, real glassware, different types of cups for cocktails, wine, whatever they want. Everything feels intentional.
Amenities include water bottles by the bed, a stocked coffee bar, honey sticks, snacks. Simple but meaningful touches. These exceed expectations instead of simply meeting them. Guests often say they cannot wait to leave a five star review.
Kaye:
A lot of hosts know this but do not execute consistently. There is no magic. It is a series of small decisions done exceptionally well. And you do all this while having a full time job, a business partner, and four kids. What is your highest leverage role in the business?
Beth:
We have built a team. My husband handles maintenance. Susan manages quality checks and cleaner coordination. We recently hired someone to help with social media.
I personally handle guest communication because I love it and it gives me insight into what guests want. But otherwise I delegate a lot so I can keep balance with my family and my part time role at Brightview.
Kaye:
Let us talk cleaners. I saw one of your cleaning partners mention you on Facebook saying how much they love working with you. How did you find and vet them?
Beth:
Quality cleaners are everything. We operate in three markets, so we need three different teams.
We have detailed checklists for every room. During onboarding we do full walkthroughs. Where things go, how many supplies should be stocked, how towels should be hung.
Susan handles quality control. Cleaners need to be open to feedback and honest. We pay well, but the standard is high.
The key is finding cleaners who understand the difference between clean and reset. Clean means no visible dirt. Reset means the home looks exactly the way the next guest expects it to look.
Kaye:
You operate in a city market, a mountain market, and a lake market. How intentional was that mix?
Beth:
It was not planned. Spring City is rural and seasonal. Blue Ridge is a charming year round mountain town close to Chattanooga, Atlanta, and Knoxville. Chattanooga is an active city with events, marathons, races, rock climbing, Ironman. Constant demand across different guest types.
Kaye:
What is one decision you look back on and think we are never doing that again?
Beth:
Not exactly a mistake, but the biggest challenge was when Chattanooga implemented a moratorium on new STR permits. We had just built a property and suddenly could not operate it as a short term rental.
So we pivoted it to a mid term rental. It has been one hundred percent occupied at strong rates. That opened our eyes to a new opportunity we would not have seen otherwise.
Kaye:
Regulation changes can be tough. What are your future plans for the business?
Beth:
We are always growing. We are purchasing a new property in January. We are considering a mirror house on one of our Blue Ridge lots. But we are extremely selective because quality matters.
People ask if we manage other owners properties. We do not. We love owning because we control quality and guest experience.
Kaye:
What made you say yes to the new property?
Beth:
It is similar to our other homes. Large, newer build, beautifully maintained, already permitted, already performing well. It fits our brand. We are picky because consistency matters.
Kaye:
Let us talk pricing. What did it look like before you started working with Freewyld?
Beth:
I used PriceLabs but always questioned whether I was maximizing revenue. Each market needed its own strategy. I did not have time to analyze everything.
Working with Miles changed everything. I see bookings at rates I never would have set myself. He analyzes demand patterns and removes the emotional guesswork.
Kaye:
Exactly. Pricing is like investing. Emotion gets in the way. What would you be most proud of looking back ten years from now?
Beth:
That we created beautiful spaces where families made memories and felt valued. My faith shapes how I see people, so treating guests with love and respect matters deeply to me.
Kaye:
As a fellow mother, what do you hope your kids are learning from watching you build this business?
Beth:
Everything. They have been on construction sites, helped furnish homes, cleaned properties, learned maintenance with my husband.
They see flexibility, responsibility, hard work, and creativity. My oldest could clean a property on her own. These are skills they will keep forever.
Kaye:
Amazing. Final question. What advice would you give a host struggling to improve their review score?
Beth:
Focus on quality. Guests review with emotions, not facts.
Upgrade old linens. Add cozy touches. Over stock essentials so guests never have to run to the store.
Exceed expectations instead of meeting them. That is what drives five star reviews.
Kaye:
Absolutely. Hosts lose thousands trying to save pennies. Thank you so much for joining us today.
Beth:
Thank you for having me.
