In-house marketing plan · Year One · Organic only
Owning the Costa Rica short-stay conversation.
A pura vida voice, a ridge-top compound, and a disciplined organic engine — built to dominate Airbnb search and own the conversation around slow, beautiful stays in the Central Valley.
01 · Opportunity
A market with tailwinds.
#1
Central American destination
$4.6B
Annual tourism economy
40 min
From SJO airport — vs 5+ hrs to Nosara/Tamarindo
Dec–Apr
Dry-season peak; year-round demand
Costa Rica leads Central America in inbound tourism with sustained, year-round demand. Puriscal's distinct edge: a ridge-top stay forty minutes from the international airport, while comparable boutique product on the Nicoya Peninsula sits five-plus hours away.
02 · Costa Rica advantage
Local roots, global reach.
03 · Guest personas
Five guests, five stories.
30-day stays · monthly rate
Digital nomads
Fast wifi, dedicated desk, blackout curtains, ergonomic chair. Need quiet mornings and a coffee ritual.
3–5 nights · weekend premium
Couples · romantic getaway
Saltwater pool at sunset, private chef night, no kids next door. Photogenic moments to share.
5–7 nights · school holidays
Small families
Crib, baby gate, shaded play space, childproofed pool access, washer/dryer, easy SJO transfer.
1–2 weeks · whole residence
Remote-work groups
Three workstations, conference-grade wifi, breakfast service add-on, late checkout flexibility.
Whole compound buy-out
Wellness travelers
Yoga deck, on-call teacher, plant-forward menu, ridge sunrise hikes, sound bath night.
04 · Channel plan
Three platforms, one voice.
TikTok
- Sunrise at the saltwater pool — slow, cinematic, no voiceover
- Costa Rica vs Tulum / vs Bali — value comparison
- Puriscal hidden-gem guides — coffee, hikes, sodas
- Behind-the-host — the small daily rituals of running the compound
- Reels mirrored from TikTok with platform-native captions
- Carousels: 'A day at Casa Mirador', 'How to get here from SJO'
- Story highlights: Stay, Eat, Do, Reviews, Available 2026
- Geo-tag every post to Puriscal and San José
- Active in 25+ Costa Rica travel & digital-nomad groups
- Value-first commenting only for the first 4 weeks — no link drops
- Long-form posts (800–1,500 words) on planning a trip, what Puriscal feels like
- Cross-post highlights to the Page; DM warm leads who engage
- Private alumni group — 'Casa Sereno Guests' — for past visitors
05 · Airbnb playbook
Win the platform where bookings happen.
Listing optimization
- Title formula: [Hero feature] + [vibe] + [location anchor] — e.g. "Saltwater Pool Casita · Ridge Views · 40 min from SJO".
- 30+ photos in deliberate shot order: hero exterior → pool → bedroom → bath → kitchen → workspace → views → details.
- Description structured: one-line hook → the space → the area → who it's for → house rules summary.
- House rules calibrated to attract long stays and quiet guests.
- Instant Book on for vetted profiles (verified ID, 3+ reviews); off otherwise.
Pricing
- Dynamic pricing via PriceLabs (~$20/mo) or Wheelhouse — never set rates manually after week one.
- Weekend +15%, weekly stays −10%, monthly stays −30% (qualifies for Airbnb's monthly filter).
- Last-minute rule: −15% within 7 days if calendar gap is 3+ nights.
- Dry-season premium (Dec–Apr) layered on top of base.
Reviews · Superhost path
Targets every quarter: 4.8★ · 10+ stays · <1% cancellation · 90% response rate.
- Welcome note + WhatsApp intro within 1 hour of booking.
- Mid-stay check-in on day 2 — short, warm, low-pressure.
- Post-checkout thank-you with a personalized photo from their stay; review request 24 hours later.
Airbnb Plus / Luxe checklist
Direct-booking funnel
IG bio → casamirador.cr → inquiry form. Repeat guests and referrals book direct, avoiding Airbnb's 14–17% in fees. Offer 5% back on the next stay for any guest who books direct after their first Airbnb visit.
Cross-listing
Mirror onto Vrbo (families), Booking.com (volume + LATAM), and pitch Plum Guide once Superhost is achieved. Manage with a unified inbox to prevent double-bookings.
06 · Weekly rhythm
Fifteen hours, on repeat.
Mon
1.5hPlan: review last week's analytics, lock the content slate
Tue–Wed
5hShoot: reels, photos, b-roll across the compound
Thu
3hEdit: CapCut + Lightroom mobile, write captions in EN/ES
Fri
1.5hSchedule: Metricool queue across TikTok, IG, Facebook
Sat
2hEngage: groups, comments, DMs, warm-lead replies
Sun
2hCommunity + analytics review, alumni group, KPI log
07 · Equipment kit
One-time spend · ~$2,400.
iPhone 15 Pro
Primary capture device — ProRes, log, 4K60
DJI Osmo Mobile 6
Stabilized motion for walk-throughs
DJI Mini 4 Pro drone
Ridge reveals, pool aerials (under 250g)
Rode Wireless ME
Lav audio for host-on-camera moments
MacBook Air M3
Edit station — CapCut, Lightroom, exports
Tripod + ND filters
Long-exposure pool, sunset cinematics
Lume Cube Panel Mini
Soft fill for interiors at golden hour
Reflector + collapsible backdrop
Detail and product-style shots
08 · Software stack
~$110 / month, all-in.
09 · How to actually post
The motions, step by step.
- Open TikTok, tap +
- Upload edited 9:16 reel from CapCut
- Cover frame + 1-line hook overlay
- Caption: hook + 2 lines + 5 hashtags
- Schedule via Business Suite for 7pm CR
- Reels tab → upload mirrored 9:16
- Add geo-tag: Puriscal, Costa Rica
- Tag partners (chef, yoga teacher, transfer)
- Carousel: 10 slides, first slide = hook
- Schedule via Metricool, share to Story
- Drop long-form post in 1–2 groups/day
- No links in body — link in first comment
- Reply to every comment within 2 hours
- DM the warmest commenter daily
- Cross-post highlights to Page weekly
10 · Skills to build
The craft to learn first.
11 · First 30 days
Day-by-day launch sprint.
12 · 12-month rollout
Four quarters, one arc.
May–Jul · Foundation
Occupancy 35% · ADR baseline · 15 reviews · Superhost track started
Listing rebuilt. Content engine running. Local partnerships signed. First press pitches sent.
Aug–Oct · Reach
Occupancy 50% · ADR +10% · 35 reviews · 1 press placement
TikTok hits 10K followers. Direct-booking funnel live. Vrbo + Booking.com mirrored.
Nov–Jan · Scale (peak)
Occupancy 80%+ · ADR +25% · 60 reviews · Superhost achieved
Dry-season premium pricing. Whole-compound wellness weeks. Plum Guide application.
Feb–Apr · Lock-in
Occupancy 75% · ADR +30% · 90 reviews · 30% direct bookings
Repeat-guest engine kicks in. Email list to 1,500. CST certification awarded.
13 · Lean budget summary
What it really costs.
$2,400
Equipment (one-off)
$130/mo
Software stack
$0/mo
Paid social — Year One
~15 hrs/wk
Founder time
14 · Funnel & capture
Catch the non-bookers.
Every visitor is a future guest.
Capture inquiries that don't convert today with a soft email + Instagram follow ask. Nudge for next-season dates, send a seasonal photo letter, and hand-write the high-intent ones.