About Ross Twiddy:
Twiddy & Co. is a family owned property management company representing over 770 properties in the Outer Banks region of North Carolina. Twiddy has been in operation since 1978 and has grown into one of the most reputable and popular management companies in the highly competitive Outer Banks market. Twiddy operates a sophisticated web site at www.twiddy.com and is recognized as an early adopter of the power of Search marketing in the vacation rental industry. In fact, Twiddy is cited by Google as a case study in the effectiveness of Adwords.

Q: Ross, you represent homes in the highly competitive Outer Banks market. What challenges do you face that are unique to the Outer Banks market compared to the industry at-large?

A: Cleaning over 4,200 bathrooms between check in and check out, every summer weekend. Because of the Outer Banks’ isolation, the cleaning force drives from over 3 hours, one way. The individuals who clean, support, or facilitate this weekly feat are amazing. To get up at 4am and then clean a 12 bedroom, $19,000/wk house where the guests’ expectations are inline with the price is Herculean. I’m sure the entire industry has this, but cleaning homes is the hardest and most rewarding thing we do. As the guests’ expectations continue to increase with the size, sophistication, and price of the homes the cleaning standards continue to rise as well.

Q: You are recognized as a pioneer in Search marketing in the vacation rental industry. How have you stayed on top of the ever changing Search landscape?

A: Lewis and Clark were pioneers, I just have big ears, eyes, and I’m slow. Last time I thought I was on top, I was the last one at the poker table with no money left. I stumble a lot, I have some scars, but more importantly I surround myself with folks much smarter than I. Then I try to hard to hang on and make sure they’re happy and they enjoy the partnership.

Q: Beyond Search, are you investing in additional online channels to drive awareness of Twiddy’s services and properties?

A: We’ve tried a number of different channels but have really scaled back compared to two years ago. It seems that the internet has calmed down a bit and streamlined based on what is working now. We’ll always be looking for the next or new avenue, but I think Staples’ website is the only one with the “easy button.” There are some folks out there now approaching websites with the guest in mind, and I think they’re getting closer to scratching to discover something shiny. So as usual we’ll keep stumbling around hoping to pick up some jewels. However don’t forget the basics. Search and data is an addiction and fortunately, we get to play in it every day.

Q: Twiddy tends to represent top quality homes - do you ever turn away clients if their properties do not meet a certain standard? If yes, how do you justify turning away business and do you refer them to a different company?

A: We’re in a very fortunate position because a great numbers of folks have been working extremely hard at Twiddy for a long time to get things right. Last year we turned down about 30 homes because the partnership wasn’t a good fit for either of us. You can’t be all things to all people, so focus on what you know and work hard towards it. If Twiddy doubled in size and the folks at the front counter aren’t smiling, the folks on the phone aren’t friendly, and the houses aren’t clean then we just lost. If we don’t think we’re the right fit, we point them in the direction of the folks who we think can help them the most. Fortunately, there are a great number of solid companies on the Outer Banks and there is enough room for all of us.

Q: Twiddy has been a family business since 1978, so it runs in your blood. If you weren’t in the vacation rental industry what profession would you have chosen?

A: In the sense that your blood holds the genes of your parents, I’ll totally agree. Anything I have or will do is a credit to their intelligence, patience, generosity, and vision. But there’s a powerful stereotype to the boss’ son for a reason. Blood doesn’t entitle. Pride in the family business should propel and the continuation in the family business is a function of performance. They put me in the right direction so in regards to the drinking well of another business, I just don’t think I’d have any thirst.

This entry was posted on Monday, February 25th, 2008 at 10:33 am and is filed under Interviews. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.