Why Reputation Is the Most Valuable Asset You Own with Amber Erickson-Hurdle of Brandage Accelerator

Your reputation is your currency and you should make it work overtime for you because you and I are going to go to sleep and that's when 500,000 people are going to listen to us. We don't have to do a dog and pony show and show up every single day on the live. We just have to do this one episode and get that much reach, which helps inhabit, which helps your brand, which helps my brand, which helps the industry. And on it goes. And it all began with reputation. Welcome to the Vacation Rental Show. This is your essential playbook to grow and scale your vacation rental rental business with advice and insights from the best in the biz. I'm your host, Lynnell Gordon. Welcome to the Vacation Rental show where we talk with the people who are shaping the future of our industry in property management and helping vacation rental leaders grow stronger businesses. Now, I'm Linnell, your host, and we are diving into a topic today that matters more than ever in this crowded, platform driven market that we have on the Internet. We're going to talk about your reputation. My guest today is Amber Hurdle and she is a globally recognized brand reputation strategist who helps founders and executives turn credibility and visibility into business results. So she's worked with leaders across industries. She has influenced billions in profitability, guys, and she was recently ranked number two in the world for brand thought leadership. Now just think about that. Number two in the world. So in this episode, we're going to talk about building a brand that drives your revenue, guys, that drives your bookings. It'll track your homeowners, it creates long term revenue and it doesn't just have to do with your community, guys. We're talking on a much broader level. Welcome, Amber, and tell us about reputation. Well, I mean, there's so much to say, but I'll just start with saying, why are you the podcast host and why am I a guest? I'm the podcast host because one day someone said to me, lynell, we would like for you to talk to property managers and we want to do a podcast and we think you'd be great to host it. And that was in habit and that was a couple of years ago. And I love it. I love talking with people about how to make more money for property managers. So that's really why I do what I do. And how many millions of listeners? We have about 500,000 downloads a month. Insane. It's insane. And that's just growing. So it just really took off in November of last year. So we're at like 3 million downloads and stuff. So, I mean, I don't know, but I do this because I really believe that property managers should have an opportunity to give back, and people who are in this industry should have an opportunity to give back into the industry, to help people grow their businesses. And so if we just use this alone as an example, in habit knew your reputation, that you were somebody who connects well with people, who sees people for who they are. You don't grandstand. You don't make it about yourself. You talk with people, not at people. And so they said, okay, well, we're going to trust Linnell with our brand because we trust her brand. So then you have people like me who come on that you trust because we're positioned or whatever. You listed off all of my accolades. So of course I'm somebody who's quote, worthy of Speaking to your 500,000 people that listen to you every month because you trust my personal brand and my reputation. You know, I'm not out in the world saying anything crazy that would reflect against you or against inhabit, and that I also share a passion for serving property managers. Now we can ampl. And what I always say is, your reputation is your currency, and you should make it work overtime for you, because you and I are going to go to sleep, and that's when 500,000 people are going to listen to us. We don't have to do a dog and pony show and show up every single day on the live. We just have to do this one episode and get that much reach, which helps inhabit, which helps your brand, which helps my brand, which helps the industry. And on it goes. And it all began with reputation and positioning. I didn't think about that. But you know what? The other thing I didn't think about, and it would never have occurred to me when we talked and I said, okay, Amber, we're going to talk about reputation. The reason we're talking about reputation is I think that we take it for granted and we don't take it seriously on how to build our reputation. I know that for me, it's really important that I'm honest with people and that I tell the truth. If that was my reputation, that's really what I care about. And I think that people know that I care about them in the industry. So we were talking about employees, homeowner relations, you know, regulatory issues, community issues. These are all places where our reputation comes into play. And I think we take it less seriously than we should. Let's talk about employee reputation, because I can tell you that for me, as an employer, My reputation to my employees, I was very serious. Very serious and driven. I remember when I started dating my husband seriously, and one of my key employees came to me and said, lynell, if you ever break up with him, I'm leaving. And I said, why? And he said, because you're such a much nicer person when you're with him. And it's just because I was happy, you know? So I think that when we think about our reputation toward our employees, Amber, what are ways that we can build that reputation? Because I got to tell you, I felt really bad after that because I thought, am I that driven? Am I that serious? Yes, Linnell, you were. You were. I mean, we could have a whole other podcast episode on how much you had to be in your masculine energy and that maybe with an actual masculine figure in your life, you could step more into your feminine and the softness and all that kind of stuff. But that's a different episode. But I'm super happy for you when we're talking about our employees. To that end, what are your employees saying about you when you're not in the meeting? What are they afraid of when you are not there right over their shoulder? Do they feel like everything has to be exactly the way that you have to have it, or are they inspired to meet a standard that you have set forth because you trust everyone to rise to that standard, because you've empowered them with the tools and the resources they need to hit the standard? Are you a pyramid type organization or are you an inverted pyramid type organization? And this goes so much further than, oh, I don't care if my employees like me or not, because that impacts your business brand. If you don't have happy employees and they're not giving discretionary effort and they're blowing things off, or they're calling in sick, or they're trying to do two jobs at once while they're working from home, how do you think that is going to impact the guest experience, the homeowner experience, everything? What do you think they're saying about you out in the community? So that when you do have regulatory issues coming about, they say, oh, that guy's just a hack anyways. Or that woman's just. She's mean. So we don't want to see them succeed. It's about building trust. It's important for you to build trust. And to build trust, you have to be transparent about who you are, be in alignment with how you're designed, be honest about the good side and the shadow side, and own it. When the shadow Side comes out and repair. I know you're a Gottman Institute person. I know you know who the Gottman Institute is. Okay? So there's five to 10 positive deposits in the emotional bank account you have to make before you have enough currency in there to take one withdrawal. So if you're not proactively recognizing good work, thanking your team for what they've done, even in the smallest ways, when you come barreling in because you're upset about something, because your hair is on fire, that's going to be a withdrawal. And now you've broken trust. So it's in the big things, and it's in the little things. Have I set a culture? Big things? And do I concern myself with how I give feedback? And giving feedback in a way, just like we look at our ideal customers or ideal guests or ideal homeowners, we need to consider how do my employees want to be communicated to? What's their emotional condition? Let me share something with you. I felt like my job as a CEO of the company was to make all of my employees successful. That's what I thought my job was. My job was to make them successful, because if they were successful, I would be successful. And there's a lot of us out there who are driven. I think the be grateful part is really important. Sophia Rosada, who is the VP over at Inhabit right now for Vacation rentals. Have you met her? I have not yet. Oh, my gosh, Amber, you would love her, and she would love you. If you happen to see her at a conference, everybody should say hi. She's one of the nicest people in the world. But this is what she said. She said the most. And she has more accolades than I could pile them up. Like we're talking renowned. She's great. Renowned in what she does. She's very good. And she said to me, the most important part about being the CEO of a company is to be a good person. She said, be a good person. And I mean, I was just like, well, you know, you know that. But you don't think about it at the time. When I hired Scott Luckett to be my CEO, it was because he is a good person that truly is. Not only that, but he's a fount of knowledge. They call him a legend for a reason. He's brilliant. So, guys, your reputation with employees, you know, it follows you when they leave. Especially in our communities, we're talking about property management. We live in tourist areas that are remote, and we keep that in mind. Talent puddles. Yes, it's true talent Puddles it is. And your competitor is going to inherit your employees that leave. So I think there are a lot of different strategies. But what strategies would you suggest, Amber, for them to keep their reputation that way? With employees specifically, be visible. Highly visible leaders are the ones that are trusted because they're not the big dog hiding behind a big desk with the door closed. You know who they are. You know their character. You can trust consistent behavior over time with them. So even if they are a little. You know, I joke all the time that I'm a lunatic, but my team loves me. They know I'm a lunatic. Like, I absolutely own that. And that's why I need you guys. I mean, this is absolutely. That's how God made me. And so one of the very first interview questions I have is, how do you feel about pushing back? Because I'm going to need you to. I go a million miles a minute, and I have to surround myself with people who slow down and they think their ideas through, and then they take in the room around them and they understand what needs to happen. But you can't just hold onto that information. You have to say, hey, Amber, before you go at mach speed, did you think about this, or. Well, yesterday you said to do this, and it's like, oh, my gosh, yes, I did. You're absolutely right. Instead of getting offended and being like, no, I didn't. Okay, so when we're talking about with employees, we're talking about being visible with them, allowing them to push back on us and to talk with us, also allowing them to hold us accountable. So those are things that you've talked about. Let's talk about homeowner relationships, like, for employees. I'll just be real, real honest. Most of us have managers that manage our employees. And so most of the time, we're not their direct report, which is fabulous. When you're growing in that, if you are a direct report, then those things that we just talked about are really important. Being visible is always important, whether you're small or large. But when we talk about homeowners, let's talk about managing our reputation with homeowners, what are some of the things that you see that we can do? Well, first and foremost, like you said, be a good person. Be a person of character. Because if they're going to trust you with their investment, and it could be like, hey, I want you to be an asset manager for me, and I just want to maximize my return on this investment. Or it could be, this is a home that's been passed down for generations. And for generations we have vacationed here. There's memories and we want it to be in the family for forever. So we want someone who's going to treat it as their own. And. And they know there's a reason why Glassdoor has a score for what it's like to work there. And a CEO score, not a who's your manager score. So homeowners do their homework and they go deep. And now with AI and everything, so you're going to be everything from how are you showing up online? And if I go and I look for you, which I'll touch on that in a second, what does that say about you? But it's also when I go to the local restaurant and I see you falling off a bar stool, am I going to trust you with my property if you can't even stay on the bar stool on a Friday night? And it's 8pm So I want everybody to think about, you know, we always talk about your audience. And I'm old school pr. I've had a PR degree since the dinosaurs roamed the planet. And we talk about key stakeholders. And so I've been told so many times, don't use that term with entrepreneurs. And I'm like, no, they need to understand these people have a stake in your success. And so when you are doing anything, whether you're posting online or you're giving a talk or you're showing up at a planning commission meeting or whatever it is that you're doing, there's three I want you to always think about your primary key stakeholder. Most of the time, that's going to be your guests, that's going to be your potential guests, and that's going to be your homeowners and your potential homeowners. And then you're going to have your secondary audience, which I would say in our industry would be other industry players. Right? So I love Robin. Cragan says the players know who the players are. Love Robin. Everybody loves. What's not to love about him? He's fabulous. I mean, he and Heather are just like living their best lives in the middle of the ocean somewhere right now. So how can you not love them? But that's the truth. And so how do you get best practices? How do you get favor? How do you get doors open for you within your own industry if not for having those other people who might not be who you're talking to, but they're like a fly on the wall watching how you're talking to people. And then you have your tertiary Key stakeholders. And that's like a meeting planner or a media person or an investor. And maybe that could be homeowners as well. Maybe they don't follow you, but they are kind of dive bombing in on what they see about you because they're researching you. And so if you're not thinking about those different levels every time you go spout out a at the mouth on social media, that's a mistake. So I just would always encourage people, your homeowners, when they're doing their homework, are scrubbing your social media, they're asking the GPT about you, they're going to your LinkedIn. And I see it. Tom Goodwin has a ton of his homeowners who follow him on LinkedIn. So he's acutely aware that he is representing his brand with his employees. He's such a good person. Listen, that's who I call when I need something to pray over me. Let me just say, no kidding, I love Tom Goodman. I do. You know the personal brand that I gave to him? No, no, I said he's a Mr. Rogers of the vacation rental industry. He is. He truly is. He's kind. We trust him. We know that he has not a nefarious bone in his body and he's wise. We know we can go to him and get sage advice. Yeah. So here, just in this, we've talked about Robin Cragan, we've talked about Tom Goodwin. I mean, we're talking about employees and community and all that involvement. I mean, how many different awards has Seaside Vacation Rentals. The stitchers, Lance and Elaine. Oh. Love them. They are known for taking care of people. They are known for contributing to their community, they're known for contributing to the industry and they are award winning at all of it year over year. And don't you think that their profitability, like they can turn away homes, they don't need homes. And the Harrelsons at Beachfowl Properties, the Harrelsons, they're insanely brilliant. I mean, Hunter and Ginger, they're such a great pair. And talk about reputation management, they're very good at that. And they care. They're just good people. I mean, Ginger is like, she's like a queen. I mean, she's under so much. She does. She is a force of nature. And it's all backed by like, if you think about peppermint candy, she's just like so sweet. I adore her. I'm just saying think about the people. And so if you think about brand management, you know, it might be a Good idea to look at who in the industry that you know, that you respect and look at their reputation. And if that's the kind of reputation you'd like to have, take a look at how they got that. Well, and that is the thing, is the how. I mean, Robin and Heather were some of my first customers in the industry. Like, it feels like forever ago When 2019 or somewhere around there is when I first got into the industry. But, man, it feels like I've been here for a lifetime, comparatively. You've been here forever as far as. It's such a short time, but it's not. I mean, it's in Covid years. But I've used him as an example because he just naturally did it. But what most people don't understand, they throw spaghetti at the wall, or they're like, I'm supposed to be on LinkedIn and I need to be on all the podcasts and I need to be on a webinar, and I need to do this, and I've got to have a breakout at the conference. So they're doing all the things, but it's like, to what end? And so we have to start coordinating the efforts towards a common goal. And I have my brand edge framework. Like, here's how to find your edge is first, you have to align with who you naturally are. We're not trying to be fake. We're just gonna be who we are, become more of who you already are. As my mentor, New York Times bestselling author Sally Hogshead, says, so if you connect with that, then you. You're never performative, so you don't feel weird or awkward or greasy when you're out. You're not like, you know, a politician. And if you align with that, then you align with your goals. What are your operational goals? What are your financial goals? Where are you trying to take this company? Because if you're not in alignment with that, then you're, you know, taking a left turn and not getting to your destination. It's like, you know, recalibrating, recalibrating, recalibrating. And it's exhausting. And so you have your alignment with yourself, alignment with your goals, and alignment with the emotional needs of your stakeholders, not just their practical needs, because most practical needs have emotional drivers behind them. And once you understand all of that, then you go to the position phase. Okay, where do I find these people? Where are they hanging out? Where am I going to influence these people? And so you take all of that aligned messaging and you position it, okay, so Maybe they are on webinars. Maybe they're at the city council meeting. Where are they? And then if you don't know the conversion of it, then why are we doing this? And so, like, PR used to be something where you just kind of. It's like hopes and prayers is what you're, you know, hoping for. Because it was newspapers and magazines and radio, and it was really hard to measure. But now we've got all kinds of ways of measuring things. So I highly recommend that if you do want to start being really strategic about your personal brand, that you at least just set up some basic conversion metrics. Like, for me, I'm a professional speaker. I've been a member of NSA and very involved in that. And so I do speak outside of this industry. But when I come off stage, I can say, like, okay, I had a goal of, you know, having two keynotes this month. I'm not a road warrior. I'm not like some of my peers. I like my bed and my dog and my. Where I live. But I have a goal for two. Okay, so I hit two of those. And then I have a goal to have, I don't know, four conversations of spinoff after that. If you take a stage at a conference, why are you taking that stage? Are you trying to capture leads? Are you trying to get on more stages? Because if you're just up there trying to be the popular kid, well, you'll be popular, but you're going to be broke. So I like to get my bag, and I think everybody should get their bag, because then we can be more generous, and then we can be better to our employees, we could be better to our communities. And so be thinking about, I want to speak at VR Nation, I want to speak at Darm, and I want to speak at Executive Summit. Okay, I got darm. All right, so now I'm going to go to dharm. What are my goals for this session? Do I want to build brand awareness? Am I trying to recruit employees? Am I trying to get my name out there? Because I've got something else in store. Do I want to get more speaking engagements? So I need to make sure I get video of this so I can pitch somebody else? Is it because there's an investor that's going to be there, and I know it. So I'm going to ask that investor to come hear me, because that's basically like a pitch deck with an audience, and I look really super impressive. Like, there's so many outcomes. What are you trying to do? Measure it. And if it's working, do more of that and if it's not, stop and try something different. It's just like marketing. Built by Property Managers for property managers, Streamline is a powerful software that gives managers enterprise level capabilities to drive more revenue and improve operational efficiency. Migrating to Streamline allows property managers to gain functionality while reducing the need for multiple vendors. Improve your flow by logging into a single system and reduce redundant technology costs. With Streamline, property managers achieve revenue lifts by leveraging our fully fledged communications center reservations quoting system, revenue management tools, homeowner acquisition CRM and powerful direct OTA connections. Streamline also has industry leading trust, accounting and report capabilities to give you clarity in an overall company performance. Learn more about Streamline vacation rental software@streamline VRs.com what are the common mistakes do you think people make when they're trying to build their brand? They try to be like somebody else. They find somebody like you. Great advice. Find somebody that's doing it well. And you said figure out how they got there. But what a lot of people do is they find who they like and then they try to be like them. So that's not aligned. God made us all very distinct. We're all fearfully and wonderfully made and we have a different setup of the cool things, the groovy things that we get to do in service to other people. And so show that a lot of times when you see those people, guys. And the reason I said find out how they get there is because I know how they got there. They've been to the industry events, they've gotten involved, they've gotten involved because they cared. And inadvertently, guys, when you get involved with groups that really care about property managers, where property managers show up, it's easy to become a leader in those areas if you are interested in helping. So a lot of them got there because they've helped the industry in many ways. Whether it's through advice, whether it's through teaching other property managers. I mean I came into the industry before I knew it, I was everywhere and I was like, what just happened? I came out of hotels. But I think what happened if, and I'm not trying to pat myself on the back is I did come from hotels. A 300 room model with one hot tub and one swimming pool and checkouts at this time. And the whole building got done, laundry's on site by next day. That is not property management. And I was astonished at how hard y' all work for a dollar. And I was like, if you are going to uphold the true gift of hospitality like the Last of the Mohicans with really making sure that we have this spirit of hospitality, the gift of hospitality. I'm in on that. I want that. I'm in on that. But it's the emotional response to that, and that's. We've got psychology, we've got neuroscience that all points to the fact that if you see me and you mirror back to me what's important to me, you're on my team, I pick you. And so if you make it about you, you have to repeat that. That's really important. Because, guys, this isn't just employees. This isn't just homeowners. This isn't just regulatory. This is everyone in the world. So just repeat what you just did about Mir, because I think it's. No, I really think it's important. I think people do it inadvertently, but I don't think we recognize what we're doing. So tell us a little bit about that. Yeah, well, all relationships are mirrors, but especially when you're talking about, like, breaking in or growing your network or I hate to even use the word leveraging your network, it's that if you can mirror back to somebody what is already important to them and honor that, then that's where loyalty develops because they feel seen and they feel supported. If you're on my team because you've already shown me you're on my team because you just mirrored back to me what's important to me, now we're playing together with the same goal, same vision, and I want you a part of whatever it is that I'm doing. And if you don't think that stuff doesn't get out in this industry, I'm like the keeper of all the secrets. And I hear a lot about a lot. I could list five people off the top of my head that countless people are like, that person's opportunistic, that person's performative. I don't trust that person. I don't have anything against them, but I don't trust them. I don't want to include them. I think that when we talk to homeowners, we have to think about this, because when you are vying for someone's business and you don't listen to them when you're talking at them with information, and not only that, but it's the same thing as far as marketing. When you're marketing at them as opposed to, you know, trying to understand exactly what they want, why they want it, what their whys are, that's not good mirroring. You don't Even have to agree with them. No, empathy does not require agreement. It just requires hearing, listening. You have to listen to them. You have to understand what they're coming from and what they say. So what I'm hearing you say is this home has been in your family for generations, and you have countless memories in her. Yes, yes. And what I'm hearing you say is that the quality of coffee that you provide and you have to provide coffee is important to you because of your great grandmother who bought the house to begin with. Yes. You might not want them in your program, you might not want to provide the kind of coffee that they're going to provide, but just simply saying what I'm hearing you say is automatically sets the table for a richer conversation without a defense mechanism or any friction. That's true. That's true. Just listening and mirroring back what they say. That's so funny, because I'm not a coffee snob, but I know at the property that my husband and I rent, I want people to be able to sit down in front of the glass wall and look out at the ocean with a cup of coffee. And so I provide a very expensive Nespresso machine for everybody with little caplets. And they didn't get done last year. And I didn't know it until I got there in February this year and. And I realized nobody last year had their own capital. You can't buy them locally. There's no way to use that. So nobody got to use it last year. Nobody complained. Don't get me wrong, or I would have heard about it. But the fact of the matter is that was important to me. And so this year when I walked through and guys, if you are not taking the time to walk through houses with your homeowners, especially your homeowners with high end, you're missing an opportunity because they are happy to have that conversation, and it makes them feel important. What made me feel important this year is the housekeeping director. I asked to meet with her. I didn't ask to meet with the owner. I wanted to meet with the house, the person that doesn't. And I said to her, these are the three coffees that I want to offer to them. I have this little thing that I set out that I printed up. It's acrylic and it sits right here and it tells them about their different copies. Okay, that's not important to most people. It's important to me. It's probably not important to your housekeeping, to the staff that work for you, but for me it is. And I need to make sure that every week and I know it's expensive, I don't care, I want it filled. And here's the stuff to do it with because I want people to go sit out with their coffee and look at the ocean because I think that changes quality of life. A magical experience. It is absolutely quality of life for them. And to that end, like if you think about the full guest experience, okay, so I'm a man and I'm planning a 20 year anniversary trip for a weekend. And let's be real, I've probably worked a little more than my wife liked and I probably missed an anniversary or two in those 20 years. And so I've got to get this right. Like I want her to feel special, it's gotta be right. And so what are the emotions that this gentleman is having? It's not just about I need a tutu and sedona or you know, the mountains or the beach or whatever. Like, yeah, okay, so the logistics matter, but what really matters is that he's afraid he's gonna get it wrong. So there's fear. He wants to have an elevated experience and he wants it to feel romantic and high end for this woman who's been putting up with him and he her for 20 years. Right. And so what does that mean in the brand ecosystem? Well, do I feel like I'm being marketed to or assisted? Do I feel like I've been given like a security code or do I feel like we're being welcomed into this romantic getaway that we have? When I ARR. Are the problems that are going on in the city impacting me? Or is the property manager stepping in into the community and saying, you're not going to change that road in the middle of season. No, you are not. And we need to have a conversation about this. And they can because they know who the representatives are. And so it goes all the way to now. Are the employees understanding this is the experience that they're supposed to be providing? Are they invisible or are they absent for an experience like this? And how do they know what invisible versus absent is? How do they know that they're supposed to have coffee? And have you shown them what that looks like? Have you shown them pictures of what that feels like? So whether it's your personal brand or the employer brand or the business brand, it's all intertwined. But it all starts with the founder, with the property manager, with the gm, with the leader who's in charge. Yeah, there's no getting around that. Yeah, you can't get around that. Okay, so I am going to hit what I'm calling the elephant in the room now because we've been talking about it so much, and I feel like it's back when the Internet began and everybody was talking about how to get their listings online and how to book properties online. Okay, we're going to talk about AI. Just a second. So how do you see AI changing the way that we build trust for our reputation? I think it's incredibly important to talk about yet again, not the color, not the font, but the experience. So the way that LLMs are going now has less to do with mirroring back the search query and more to do with talking about the experience that they're looking for. And so let's say, I mean, I'm here in southwest Florida, so you want to go to Siesta Key or Naples or anywhere like that. What's the experience there? Is it kayaking in the mangrove tunnels? Is it sprawling ocean views with white sand and a walkable. I mean, Siesta Key, everything's super walkable to go to. You know, those are the things that you're talking about. Not necessarily. It's a 3:2. With like, we've got to get past that. We're not realtors. Stop. This is somebody's vacation, you know, or maybe it's their work trip or whatever it is. But the more that you're building, the reputation for understanding the need of the experience, the emotional experience, that's what's currently winning. And also the hard turn that LLMs are taking from my research and everything that we've been researching, emotional intelligence wins every time. So annoying for some. Great for those of us to have it. That's true. That's true. There's something to be said about people who don't have that emotional iq, but they've read so many books that they do that. No, my husband's one of them. And I'll say something, you can't do that. And he'll say, I didn't agree to that rule. When did that rule happen? You can't feed your dog at the table. Who made that rule? Where does that rule come from? Like, I don't know, baby. It's just, we know. We don't know. If there is one piece of advice that you want to give property managers today, in 2026, which is almost halfway done, what advice would you give them? This is what bubbled up. So this is what I'm going to say, and I have been saying this for so many years now, and it is just. Do you. You got you to where you are. You're the person who grew your company. You're the person who went through all the things that we know property managers have had to go through. And that is, in fact, what sells. You don't have to morph yourself into a caricature of who you think you need to be. You need to be even the U side of you. Even the side that, when it comes out, you're like, I wish that wasn't part of me. Because that is a part of you, and that is not going away. That part of you is there for a reason, to protect you, to give you a heads up that something's not right now. What we do with it is something different. But really, just saying, like, this is who I am, authentically, I'm going to stay aligned with this. Because, y', all, we are in some troubling times right now. We are in some crazy times in technology, socially, ethically, like, so many different layers here. And if you're not rooted and grounded into who you are and what you believe and what you value, then when the wind blows, and it's going to blow hard, and it has already, you're going to get knocked over. And so the strength of your business, of your community, of safety, of the homes that you've been a steward over, that all hinges on you just doing you with authority. And let me say something. Everybody, guys, has some level of, I'm not enough. Everyone has that. But the fact of the matter is, if you have employees and you're paying them each week and you have guests and you're taking care of them each week, and you have homeowners and you are communicating with them each week. Guys, you're there for a reason, and you are enough. I just want you to think about one of the things that. That we've said here and that we talked about is being yourself. But, Amber, you said something that we should think about. You said, be more of who you are. That's pretty profound. Be more of who you are. But, guys, I would just encourage you, if you're listening to this and you have some success in your business, you're enough. Not only that, but be more of who you are. I think that's excellent advice. And just have more confidence in yourself. Like she said, do it with authority. Because you're the only person in this world that doesn't think you're enough. Everybody else around you goes, wow. And you just. You're not as aware of that as you probably should be. As leaders in this industry, I have people all the time that listen to the people that are talking on this show and they're like, wow, XYZ or Wow. Xyz. And I'll bet you the people that are talking don't think of themselves as wow. It's because we don't think that way about ourselves. We know our limitations and we know that we may have goals that are set up 20ft above our head and we're not there yet. And we want to be there. But where you are right now is enough and just be more of who you are. Like Amber said, patsy Perfect can't sit with us. She's not allowed. I say that all the time to my members in Brandage Accelerator. They'll start getting spinned up. And I'm like, patsy Perfect can't sit with us. I don't know why you're pulling up the chair, but she's not invited. Sorry. That's perfect. I haven't heard that. But all the people that we think that are perfect out there, none of them are. And we're all just working as hard as we can to be the person that God has called us to be or to be the person that you believe that you should be. So we'll walk in that and we'll remember that for AI, we're looking to make sure that we are available on AI. When someone looks for an experience in our area, they should be able to find us. Follow Gil Chan, who's the CEO of Crafted Stay. I mean, we're so lucky to have him in our industry. He's former Silicon Valley. He was a part of a unicorn team. He's worked with Shopify, like, all of the different places. And I think he just did a post on LinkedIn that talked about this as well. And his websites convert at a ridiculous rate for direct bookings. And so follow him. He's your guy from a technical perspective. And then also, of course, my girl Neely Khan has. I'm going to forget the name of it, but she has a system too, that handles like geo and that sort of thing. So those are the two voices that you should find on LinkedIn and follow for, like, truly, they obsess over this stuff and they're both highly skilled people, educated formally and then educated through the school of hard knocks, which is where we all get our PhD from. This is true. There is no success without failure. Is there anything else, Amber, you want to say to property managers? Just thank you for letting me be in your world. I mean, what an honor and a privilege to get to work in this industry and to be able to see people who care so much about people uniting to. We're not saving babies, but man, we're creating memories for lifetimes and generations and in the world that we're living in now, that connectivity and that, that special nature or helping people do their off sites or whatever it is that you do. Providing hospitality is a true spiritual gift. And whether you have a wisdom tradition or you believe in the universe or just your own special unique sparkle, that is a spiritual gift. I know who I am and what my gift is, and I know how that gift connects to others. That's what spirituality is. So you don't have to be religious. It's a gift and I'm honored to get to serve this industry in the way that I get to. I agree 100%. I feel completely blessed and just you guys are the best and the nicest people in the world. So thank you so much for all you do to help everyone. Amber, thank you for coming to talk. I really appreciate it. Thank you. This episode of the Vacation Rental show is brought to you by Streamline. 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