STR Execution Dashboard — Shelton Properties

Status as of June 22, 2026. Foundation is in: brand, email, and Instagram live; all four listings rewritten; pricing calibrated; amenity tags audited; repair stands installed. Since then, the June Listing Lens audit and a full 338-review pull surfaced an operations/quality workstream — Jonquilla garages, Jonquilla B turnover, Camellia A backyard, plus a sizable pet-travel segment — now queued in Q1 (tasks t73–t80). Furnished Finder is the key in-progress lever. Ryan & Casey resume hands-on work this week.

Progress to date (as of June 22, 2026)

Brand + presence live: Slaughter Pen Stays; slaughterpenstays.com; ryan@/casey@/hello@ Google Workspace; @slaughterpenstays on Instagram.
All four Airbnb listings rewritten: Camellia A relaunched (MTB Paradise + Arcade); Jonquilla A/B retitled and reframed around the private wooded ravine setting.
Pricing calibrated: base rates raised, then trimmed slightly after a soft patch; 8% weekly / 27% monthly discounts on all four.
Amenity tags audited across all four units.
Bike amenities: repair stands installed on all four; bike-wash pole at Camellia B (Camellia A already had both). Jonquilla wash deferred (ravine / no fence) and the claim pulled from those two listings.
Garages mostly cleared of owner storage on the Jonquilla units (a usability double-check is queued).
June Listing Lens audit run and analyzed across all four listings.
Full review pull complete: all 338 Airbnb reviews captured + analyzed — surfaced the pet-travel segment (39%), the Jonquilla garage/turnover issues, and the Camellia A backyard.
Airbnb zero-reviews bug resolved: Jonquilla briefly showed 0 reviews due to an Airbnb bug; full history is back.

Drafts Ready for Review

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Listings, emails, messages, copy

Decisions Needed

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Brand, hosting, hot tub, more

Gating Items

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Things only you can do

Total Tasks Mapped

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Across 12 months

What's Next (this week)

(Ryan, 30 min) Swap cover photos on all four listings — reorder the existing gallery to a stronger hero (t73). Zero cost, highest click-through fix.
(Both, 3-4 hrs) Walk all four properties (Amenity Walks view); confirm the Jonquilla garages are guest-usable — park / hang bikes / open door — and tick off amenities (t76).
(Both, 45 min) Write the Jonquilla B turnover cleaning checklist (t74); book a one-time dryer-vent cleaning + fixture pass (t75).
(Ryan, 30 min) Make the steep driveway explicit in the listings and stand up a pre-arrival driveway/parking message (t78).
(Ryan, 90 min) Finish the Furnished Finder listings — revisit the started unit and build the other three, fully business-focused (t7).
(Ryan) Camellia A backyard reset — seating, fire pit, patio light, landscaping (t77); makes it photo-ready.
(Both, 1 hr) Walk the Jonquilla ravine: is a fence feasible for the 39% pet segment, or do a path + fire pit instead (t79)?

Then the structural track continues: photographer reshoot (amenity-first), Vrbo, QuickBooks, supplier outreach, Hospitable + direct booking.

Still Open

Furnished Finder: account created + one unit partially built (~6 weeks ago) — finish all four, business-focused. Highest-ROI unbuilt channel.
This dashboard: live at app.slaughterpenstays.com (Vercel + Supabase). Redeploy after content edits to push changes live.
Photographer / reshoot: book the amenity-first shoot once the garages are clear and the Camellia A backyard reset is done.
Logo / brand identity: brief drafted in Drafts Library. Generate in Canva or hire on Fiverr ($50-150).
Instagram: handle secured. Convert to Business, set bio + profile photo, queue a few launch posts before announcing.

Gating Items (owner-only)

Finish Furnished Finder: complete all four listings. ~$520 in annual fees.
Jonquilla ravine amenity / fence: on-site feasibility call for the pet segment (path + fire pit if no fence).
Amenity + garage walk-throughs: all four properties via the Amenity Walks view. Print or use on iPad.
YNAB pull: confirm Camellia carrying-cost estimate of ~$3,400/month.
Photographer booking: ~$1,200-2,000 for the full amenity-first reshoot.
Vrbo accounts: set up listings for all four units.
QuickBooks signup: Plus tier (~$95/month) for class tracking.
Hospitable signup: ~$200-300/month; channel manager + direct booking + review export.
EV charger: decision and contractor quote (one per duplex initially).
Hot tub: decide based on Camellia A relaunch data.

Overall Progress

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0 of 0 tasks complete

High Impact Open

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Priority items not yet done

AI / Automation

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Tasks Claude can amplify

Est. Total Cost

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Budgeted across 12 months

The Plan in One Paragraph

Twelve months of focused execution to grow the four-unit Bentonville STR portfolio from $119,682 in 2025 gross revenue to $150K to $180K, while lifting net income $20K to $35K. Core moves: rebuild Camellia A's listing immediately, add Furnished Finder and Vrbo channels, raise ADRs to match the Slaughter Pen micro-location, build a direct-booking site under one umbrella brand, instrument repeat-booking infrastructure, and standardize bike amenities across all four units. Heavy use of AI to draft, audit, automate guest messaging, build outreach lists, and remove repetitive manual work.

12-Month Targets

Gross Revenue$150K-$180K

Average ADR$135-$150

Adj. Occupancy78%-83%

Furnished Finder Mix25-40% of nights

Direct Bookings8-15% of revenue

Net Income Lift+$20K-$35K

Three-Persona Strategy

Persona One: Mountain Bikers (the leisure half)

About 75% of Bentonville's mountain bikers come from out of state. They book in groups of 4 to 8 for 4 to 7 night trips around events. They pay premiums for secure bike storage, wash stations, fast WiFi, multiple beds, and recovery features. Highest ADR persona. Books on Airbnb and Vrbo.

Persona Two: Walmart Suppliers and Contractors (the business half)

Vendor reps in for week-long meetings; consultants and contractors on multi-week projects. The 30 to 120 night corporate housing sweet spot is where the highest sustained revenue per booking lives. Pay reliable rates for desks, fast WiFi, full kitchens, in-unit laundry, smart locks, predictable check-in. Books on Furnished Finder, Airbnb monthly, and via company travel coordinators.

Persona Three: Relocating Families (the transitional half)

Walmart's relocation mandate pushes families into Bentonville for 30 to 90 day windows during home shopping. Same practical needs as suppliers plus child-friendly amenities. Books on Airbnb monthly stays, Furnished Finder, real estate referrals.

2025 Performance Baseline (from Beyond Pricing export)

Camellia A (10 pedal-strokes)$28,862 · 67% occ · -20% YoY

Camellia B (MTB Paradise)$33,409 · 87% occ · +802% YoY

Jonquilla A (Seconds from SP)$26,579 · 71% occ · +224% YoY

Jonquilla B (Cul-de-sac retreat)$30,832 · 80% occ · +4% YoY

Total$119,682 · 76% avg occ

Where Claude amplifies execution. Each task in the plan is tagged with one or more automation levers. Click a category to filter tasks by that lever. The numbers tell you where the leverage is.

All Automation Tasks

Claude Cowork

Claude Code

MCP / Connected Tool

Claude (drafting)

Monthly Operating KPIs

Pull these the first week of every month. Compare against target and last month. Sourced from Beyond Pricing CSV exports today; from QuickBooks once that's live.

KPI	Target	Why It Matters
RevPAN by unit	$100+	Composite of pricing and occupancy. Best single number to watch.
ADR by unit	$135+	Pricing health. Lift driven by listing optimization and channel mix.
Adjusted occupancy by unit	78%+	Demand health. Below 70% on any unit triggers a listing audit.
Average length of stay	6+ nights	Indicator of mid-term mix. Higher = lower turnover cost.
Channel split (Airbnb share)	Under 75%	Channel diversification. Reduces platform fee burden.
Direct bookings	8%+ of revenue	Brand and repeat strength. Highest-margin channel.
Furnished Finder inquiries	8+ per unit per month	Mid-term pipeline health.
Repeat booking rate	15%+	Customer retention. Compounding margin advantage.
Net income per unit	Over $1,000/month	Sustainability and reinvestment capacity.

All

Open

In Progress

Done

All drafts I prepared overnight. Click any card to expand. Use Copy button to grab the text. Mark approved or needs-edits as you review. State persists in this browser.

All

Listings

Emails

Guest Messages

Website Copy

Operations

Decisions I made on your behalf and gating items requiring you. Each card explains the recommendation, the reasoning, and what to do next.

Casey's amenity walk-through. Print or use on tablet. Walk each property and tick every item that's present, functional, and stocked. Items state persists in this browser. Tap an item to toggle. Use the notes area at the bottom of each property to list anything missing or low so Ryan can order in one batch.

Camellia A

Camellia B

Jonquilla A

Jonquilla B

Tools, accounts, and links you'll need. Bookmark this view. Most setups happen here.

Fastest Path: Netlify Drop (60 seconds, laptop or desktop)

No account needed. Drag-and-drop the dashboard HTML file. Get an instant URL. Each device tracks its own state via localStorage; sync between you and Casey via Export/Import buttons.

Steps

On your laptop, open app.netlify.com/drop in any browser.
Locate STR Execution Dashboard.html in your Short Term Rentals workspace folder (Finder).
Drag the file directly into the drop zone on the Netlify page.
You will see "Deploy succeeded" within about 10 seconds. A URL appears like random-words-12345.netlify.app.
Copy the URL. Share it with Casey. Bookmark on phones.

Optional: Click "Claim this site" to attach the deployment to a free Netlify account so you can update it later (drag-and-drop the new HTML at any time).

From your iPhone or iPad (if no laptop available)

Works in mobile Safari with one extra step.

Make sure STR Execution Dashboard.html is accessible in the Files app (iCloud Drive sync, or AirDrop from your Mac).
In Safari, open app.netlify.com/drop
Tap the drop zone. Safari opens the Files picker.
Navigate to and select the HTML file. Netlify deploys.
Get the URL and bookmark on both phones.

Real shared state: Vercel + Supabase (later, 30 minutes)

Use this once you and Casey want true real-time shared progress instead of per-device localStorage. Free tier of both is sufficient. Setup walkthrough:

Sign up at vercel.com/signup (use GitHub if you have one; create one if not).
Create a GitHub repo called slaughterpen-stays. Drop the dashboard HTML into it as index.html.
In Vercel, import the GitHub repo. You'll get a URL like slaughterpen-stays.vercel.app.
Connect the custom domain app.slaughterpenstays.com in Vercel's domain settings. Update DNS at Porkbun.
Sign up at supabase.com, create a project, send me the URL and anon key. I will patch the HTML to use Supabase for shared state.

Custom Domain (when ready)

Once you're committed to a deployment platform, point a subdomain at it (recommended: app.slaughterpenstays.com). Both Netlify and Vercel support custom domains for free. Update CNAME at Porkbun. 5-minute DNS change.