--- title: "How to Drive 3X More Direct Bookings With Creators and Micro-Influencers" canonical_url: "https://freewyldfoundry.com/podcast/ep657-str-micro-influencers/" content_type: "podcast-episode" last_updated: "2025-09-12T00:00:00.000Z" --- Episode 657 of the Get Paid For Your Pad podcast. Guests: Madison Rifkin (Mount (Acquired by Popfly)) YouTube: https://www.youtube.com/watch?v=mkOktlvvZPk Audio: https://embed.acast.com/5afc793a028014b853c89db4/68c38741ac97a487dfc91a24?theme=light&accentColor=161616&bgColor=e48f0c&secondaryColor=161616 Want to outperform the market? Freewyld Foundry’s Revenue & Pricing Management service is driving an 18% performance lift for $1M+ STR operators, even in down markets. If you’re managing 15+ listings and want a free pricing audit, apply here: **[apply here](https://freewyldfoundry.com/get-started/)** How do you scale content marketing in hospitality without spending $30K-$50K on a single influencer post? In this episode of *Get Paid for Your Pad*, Kaye Putnam (Head of Marketing at Freewyld) talks with **Madi Rifkin, founder of Mount**, about how she built the **Content Army**, a curated network of creators who generate authentic, story-driven content for hidden gems, property managers, and tourism boards. Madi shares how a single viral TikTok (1M+ views) sparked thousands of applications and how Mount has since built a selective program where **38+ creator stewards** now produce content that drives awareness and direct bookings. You’ll learn: * Why traditional influencer marketing is broken for STRs and tourism * How to turn aspiring creators into powerful brand advocates * The secret behind creator retreats that deliver massive content libraries * Lessons learned in matching the right creators with the right properties * How to think about ROI when tracking influencer partnerships  **We also talk about:** * Partnerships with property managers and tourism boards in **Jackson Hole and Aruba** * A case study on rafting in the Grand Canyon and why niche creators convert better * Mount’s own B2B and B2C social strategy for scaling awareness * Why the future of hospitality marketing blends content, experiences, and community  **Mentioned in this Episode:** * Mount → [rentmount.com](https://rentmount.com) * Freewyld → [freewyld.com](https://www.freewyld.com) * Freewyld Foundry → [freewyldfoundry.com](https://freewyldfoundry.com) **🔥 Favorite Takeaway:** “Influencers aren’t just for vanity metrics. With the right match, they become a growth engine for direct bookings and authentic brand storytelling.” - [How to Build a Content Army That 3X Your Direct Bookings (Without Paying $50K Per Post)](/blog/how-to-build-a-content-army-that-3x-your-direct-bookings-wit) - [How to Triple Direct Bookings With Influencer Giveaways: The Complete Guide](/blog/how-to-triple-direct-bookings-with-influencer-giveaways-the-) - [The Direct Booking Playbook](/guides/direct-booking-playbook) ## Transcript **Kaye Putnam | Freewyld** Welcome back to *Get Paid for Your Pad*. I’m Kaye Putnam, Head of Marketing at Freewyld, and today I’m excited to be talking with **Madi Rifkin, founder of Mount**. Madi, how are you? **Madi Rifkin** Doing well, thanks for having me. **Kaye**Of course. You posted something on LinkedIn about building a “content army” at Mount, and I had to know more. I invited you on the podcast, and I can’t wait to dive in. **Madi**Happy to share. I’ll give you the context on what the Content Army is and how it started. **Kaye**Perfect. First, can you set the stage and tell listeners what Mount does? **Madi**Our slogan is *find the world’s best hidden gems*. We’re a travel company, but “hidden gem” can mean anything from a unique stay to an amazing activity.\ One of the reasons these gems stay hidden is that their marketing isn’t strong. We’ve connected local businesses with short-term rentals, run social media campaigns, and helped get them discovered. **Kaye**Love that. When you first started, wasn’t it more software-based? **Madi**Yes, we started as a software company, but we’ve evolved into more of a service and agency model. We may return to software since our internal tools often become external solutions, like the Content Army. Right now, though, we build tailored marketing plans for hidden gems, including influencer work and content creation. **Kaye**So, what sparked the idea for the Content Army? **Madi**It came from a big challenge. Half of Mount is consumer-facing, so we needed marketing channels. Influencer partnerships seemed obvious, but the reality didn’t sit right with me.\ Big influencers charge $50K a post, and it feels inauthentic when they promote brands they don’t use. It wasn’t in our budget, and it didn’t match our values.\ But I noticed something: a huge wave of aspiring creators on TikTok and Instagram. Many want to break through but can’t. They were reaching out to us, asking for free stays in exchange for content. So I thought, what if I could train these creators and turn them into Mount storytellers? **Kaye**Brilliant. **Madi**We posted the idea on TikTok, and it went viral with over a million views. Thousands applied to join this program that didn’t even exist yet.\ I accepted 10 for the first cohort. We shared knowledge about content creation, the STR industry, and marketing. Then we launched more cohorts. Today, we’ve had over 10,000 applicants and selected 38 stewards. One creator grew from 300 followers to 80,000. **Kaye**That’s amazing. So once they “graduate,” what happens? **Madi**They become Mount Stewards in the Content Army. We send them to work with hidden gems, property managers, and tourism boards. They create content not just of the property but of the full experience. Think group stays, activities, local businesses. It’s holistic marketing. **Kaye**I love that. We’ve had similar challenges with influencer marketing. Quotes for $30K, $40K, even $60K per post. It just doesn’t make sense for STR hosts. **Madi**Exactly. Instead, we partner with property managers and even tourism boards. For example, we’ve done retreats in Jackson Hole with Abode and in Aruba with Cassiola. We bring in multiple creators, generate tons of content, and help properties extend their reach far beyond just their listings. **Kaye**We saw the same thing when we ran creator collaborations. In six weeks, our direct bookings jumped from 17% to 47%. That’s the power of the right partnerships. **Madi**Yes, though tracking ROI is still tricky. People might discover you through a creator, but when they book, it shows up as direct traffic or Google search. We use UTM links, surveys, even discount codes, but it’s imperfect. At the end of the day, it’s brand awareness that drives long-term results. **Kaye**So true. What lessons have you learned from these collaborations? **Madi**Matching matters. At first, we let property managers choose creators, but it was random. Now we use our knowledge of the creators to make matches. Local influencers often outperform fly-ins. Niche creators are also more effective, like the outdoor content creator we matched with a Grand Canyon rafting company. Her audience was already interested in that exact experience, and it converted. **Kaye**Yes, we’ve seen the same thing. It’s not about follower count. It’s about alignment. **Madi**Exactly. Influencers are tough to get right at first, but when you do, the impact is huge. And even if a creator doesn’t have a big audience, they can deliver strong content you can use in your own marketing. That’s often even more valuable. **Kaye**And what about Mount’s own social strategy? **Madi**We’ve tested a lot, from trends to team content, but now we focus on being the “hidden gem hub.” We showcase our clients on our own channels. That way, we attract both travelers and businesses, acting as both influencer and marketer. **Kaye**Smart. And your creator events? **Madi**We’ve run different types. Some are retreats where creators generate content, others are educational where we teach businesses social strategy. For example, in Maine, we hosted a training where attendees left with a clear plan to run their own social media effectively. **Kaye**That’s incredible. Are you going to VRMA? **Madi**Yes, I’ll be at VRMA. We’re doing a golf tournament as a pre-event, which I love because it’s smaller and more personal than a booth. It’s a great way to build genuine connections. **Kaye**I couldn’t agree more. What’s next for Mount and the Content Army? **Madi**We’re leveling up. More retreats, more partnerships, and opening access to larger travel brands that want to work with our Content Army. The growth potential is huge. **Kaye**Amazing. Where can people learn more? **Madi**LinkedIn is the best way to connect with me personally. Look for Madison Rifkin. And to learn more about the Content Army, visit [rentmount.com](https://rentmount.com). **Kaye**Perfect. Thanks so much, Madi. This was fantastic. **Madi**Thank you for having me. --- ## About this file This is the agent-readable version of a page on freewyldfoundry.com. The canonical page for people is https://freewyldfoundry.com/podcast/ep657-str-micro-influencers/ Freewyld Foundry runs revenue management for short-term rental operators: pricing strategy, distribution, and the systems around them. We manage 3,500+ listings representing $170M+ in annual bookings for 70+ clients. Pricing is custom and scales with portfolio size. Related machine-readable resources: - Every page in this format: https://freewyldfoundry.com/agent/pages/index.json - Site overview: https://freewyldfoundry.com/llms.txt - Request a free revenue report: https://freewyldfoundry.com/get-started/