The Challenge: Frumpy but functional 16-unit building generating $100k annually
This apartment building in Old Louisville had eight teeny studios and eight small one-bedrooms. Perfectly serviceable and well-maintained, if frumpy, they brought in a little more than $100,000 per year.
The approach: hospitality and design-driven transformation
I bought the building with my business partner and best friend, and led the creative strategy to lightly renovate the apartments and design and furnish five of them as uniquely inspired mid-term rentals. This drew on my hospitality experience as one of Airbnb's longest-tenured superhosts and my design expertise as a writer for Architectural Digest, Washington Post, and other national outlets.
The results 3.5 years later
Revenue up nearly 75%
NOI up 77%
Cap rate improved from 6.44% to 11.42%
All while maintaining 94.7% occupancy
Higher rents, higher occupancy, lower turnover: the trifecta most investors only dream about
The secret? I channeled 20 years of paying attention to what makes spaces and experiences unforgettable into creating spaces people can't wait to come home to — and told their story in marketing that attracts guests and residents willing to pay a premium.
When everyone has access to the same ideas, competitive advantage comes from confident creative decision-making
Most property investors compete on price, playing it safe with beige-and-gray hoping to offend no one.
But here's what actually drives revenue: spaces that feel intentional instead of generic.
While competitors are copying the same Pinterest boards, I create properties that guests remember, talk about, and actively choose over cheaper alternatives.
The proof? 94.7% average occupancy while earning 72-87% higher rents.
The approach that generated 75% revenue increases and 77% NOI improvements in my own portfolio isn't about following trends. It's about understanding what makes people willing to pay more, stay longer, and become the word-of-mouth marketing that fills your calendar.
The difference between a space people tolerate and one they love to call home
Bold design choices that work. When everyone has access to the same resources, competitive advantage comes from knowing which choices create spaces people want to stay in and will pay more for.
Revenue-focused execution. Every design decision served rental performance—attracting guests and residents who value distinctive spaces over commodity housing.
Premium positioning. Instead of competing on price, these properties compete on experience, filling calendars with word-of-mouth marketing from residents who love where they live.
The bottom line: This approach proves you don't need massive budgets to achieve major returns. You need confident creative decision-making that transforms landlord special into destination rentals.
