Scaling Performance and Reducing OTA Dependence for VARE Properties

Background

VARE Properties, a performance-driven management company owned and operated by two brothers, was founded on a simple premise: vacation rentals should be treated as high-performing financial assets, not just listings.

Originally established by owners who were dissatisfied with the “hands-off” approach of traditional management, VARE focuses on a data-driven, performance-led strategy. However, as they scaled, they found themselves overly reliant on third-party platforms (OTAs). They partnered with BuildUp Bookings to reclaim their brand, improve their margins, and build a sustainable direct booking engine.

Opportunities & Areas to Address

High OTA Dependence and Brand Fragmentation

As VARE Properties grew, they realized that relying on OTAs for nearly 80% of their business was limiting their control. This reliance created several friction points:

High commission fees from third-party platforms were eating into owner returns.

Relying on OTAs made it difficult to build a lasting relationship with guests outside of the platform.

Without a robust direct channel, the company had less control over driving demand during shoulder and slow seasons.

Goals

Planning & Execution

A Data-First Marketing Partnership

VARE Properties needed a partner that matched their own “owner-operator” mindset. BuildUp Bookings stepped in as an extension of their internal team, focusing on a strategy that prioritized high-intent traffic and conversion:

Redesigning and aligning the website, SEO, and booking systems to work as a single, cohesive unit.

Implementing PPC campaigns designed to capture guests looking for high-quality, professionally managed homes.

Developing targeted marketing efforts to stabilize occupancy during traditionally slower months.

Ensuring that pricing, technology, and marketing worked in sync to incentivize guests to book direct.

Overall Results

A Measurable Shift in the Booking Mix

The partnership led to a dramatic and measurable shift in how VARE Properties generates revenue, moving them toward a much more sustainable and profitable model.

In 2024, prior to the partnership, direct bookings accounted for only 22% of the business. By 2025, that number surged to 44%.

Third-party platform dependence dropped from 78% down to 56%, giving VARE significantly more control over their guest data and margins.

By shifting nearly a quarter of their total bookings from OTAs to direct, the company has seen improved margins and a healthier bottom line.

The marketing strategy is now proactive and agile, allowing the team to adjust quickly to market conditions and performance data.

From the Owner:
A Conversation with VARE Properties

Can you tell us a little bit about VARE Properties and what inspired you to get into the business?

VARE Properties started from our own experience as owners. We noticed that many management companies were either too hands-off or lacked transparency—treating properties as listings rather than long-term investments. We built VARE to take a more hands-on, performance-driven approach that focused on both the guest experience and real financial results for owners.

What is your unique value as a company? What makes you different?

The biggest difference is that we think like owners and asset managers. We don’t use a “one-size-fits-all” approach; instead, we use performance data like occupancy and pricing trends to guide every decision. We stay very hands-on with both owners and guests, ensuring a consistent, high-quality experience that leads to better reviews and repeat stays.

How did you find BuildUp Bookings and what made you decide to work with them?

We were looking for a marketing partner that truly understood the vacation rental industry. As we grew, we realized that relying too heavily on OTAs limited our control over margins and our brand. We wanted to build a sustainable marketing strategy that wasn’t entirely dependent on third-party platforms. We needed a team that could connect marketing efforts directly to revenue, not just traffic numbers.

How has working with BuB improved your performance?

It’s been a measurable difference. In 2024, our mix was 78% OTA and 22% direct. In 2025, after bringing BuB on, that split shifted to 56% OTA vs 44% direct. That shift alone has given us more control over demand and improved our margins. We’ve seen the biggest impact in direct booking growth, website optimization, and driving demand during shoulder seasons.

Is there anything that has stood out as a particularly positive experience?

The communication and collaboration have been exceptional. The BuB team does a great job of explaining the “why” behind their strategies and adjusting quickly to the market. They genuinely feel like an extension of our internal team rather than an outside vendor. That level of alignment and industry knowledge has made the partnership very effective.

Where do you want to be 5 years from now?

Our goal is intentional growth. We want to be known as a top-tier, performance-focused vacation rental company that consistently outperforms the market. We plan to keep investing in technology and data tools that give owners better visibility and help us stay ahead in pricing and marketing. For us, success is strong owner retention and a brand people trust.