Aitheos — AI-Powered Digital Delivery

Project Overview

Strategic consulting and digital marketing plan for Luar Properties, a furnished rental company pivoting from short-term vacation stays to mid-term professional renters (30-day to 12-month stays).

Goal

Reposition Luar Properties for the mid-term rental market with SEO-driven content, a 12-month roadmap, and a direct booking strategy that reduces OTA dependency.

Started

March 13, 2026

Days Active

13 days

Client

Luar Properties

Status

Strategy Phase

Key Highlights

•Critical strategic pivot to mid-term professional renters
•12-month content roadmap (April 2026 – March 2027)
•V2 SEO research focused on new target market

Expertise Delivered

Complexity

Complex

Moderate

Routine

Work Types

Strategy

Design

Docs

Project Timeline— Started Mar 13, 2026

Mar 13, 2026

56h5 sessions

12:00 PMDocsModerate

Luar Properties

-Created comprehensive PROJECT_INSTRUCTIONS.md capturing all project context

-Documented business context, site map, tech stack rationale, key requirements

-Detailed booking flow logic: day-of-week pricing, minimum stay, occupancy tax, Stripe Checkout redirect

-Specified database schema for all 4 tables with field-level detail

-Documented admin dashboard features: property CRUD, photo management, pricing config, bookings view, CSV export

-Included hosting cost breakdown, project pricing, payment milestones

-Listed all discovery call questions still outstanding

-Created deliverables tracker with completion status

-Documented important implementation notes (Stripe ownership, email deliverability, race conditions, Hostaway API access tiers)

-Designed as reusable context document for carrying project state across AI sessions

documentationproject-specrequirementsmarkdowncontext-managementknowledge-transfer

12h of Technical Writer work

12:00 PMDesignModerate

Luar Properties

-Designed and built pre-call discovery brief (discovery-call-prep.html)

-Structured brief with project goals overview (5 goal cards) and grouped clarifying questions

-Organized questions into 5 categories: Properties, Booking & Payments, Calendar & Channel Management, Branding & Logistics, Timeline & Priorities

-Casual, low-pressure tone designed to be texted to Nate before first call

-Applied same Aitheos branding system as proposal for visual consistency

-Incorporated two rounds of client-directed edits: removed property details question (Amy already covered), removed word 'tomorrow' from closing callout

-Mobile-first responsive HTML with consistent design language

discoveryclient-prephtmlmobile-firstquestionnairebranding

8h of UX/UI Designer work

12:00 PMDesignModerate

Luar Properties

-Designed and built mobile-first HTML project proposal (proposal.html)

-Included full scope of work, tech stack overview, milestone payment schedule, exclusions list, and signature block

-Applied Aitheos LLC branding with DM Serif Display / DM Sans typography

-Custom CSS with professional color palette (green accent, gold callouts)

-Responsive layout optimized for texting to client on mobile

-Included animated fade-in sections for polish

proposalhtmlmobile-firstbrandingclient-deliverableresponsive-design

10h of UX/UI Designer work

12:00 PMStrategyModerate

Luar Properties

-Consulted on pricing strategy: flat project rate vs hourly breakdown presentation

-Advised against showing hourly math in proposal to protect perceived value

-Structured $8,000 base rate with 20% friends-and-family discount ($6,400 net) attributed to Amy Odanovich referral

-Designed two-milestone payment schedule aligned to logical delivery phases

-Adjusted time estimates upward 50% to account for Stephen's self-reported development pace

-Set $70/hr internal hourly rate for project scoping

pricingproposal-strategyfreelanceclient-managementdiscount-structure

6h of Business Consultant work

12:00 PMStrategyComplex

Luar Properties

-Scoped full project architecture: Next.js + Supabase + Stripe + Hostaway API + Resend + Vercel

-Defined database schema (properties, photos, pricing_rules, bookings tables)

-Specified booking flow with day-of-week pricing engine, minimum stay enforcement, occupancy tax collection

-Defined admin dashboard requirements (property CRUD, photo drag-and-drop, pricing config, CSV export)

-Mapped hosting costs and determined near-zero operating cost architecture

-Identified Hostaway API for two-way calendar sync to prevent double bookings

-Scoped MVP vs future enhancements boundary (excluded guest accounts, refund processing, post-booking sequences, analytics dashboard, etc.)

-Defined two-milestone payment structure ($3,200 each)

architecturesystem-designnextjssupabasestripehostawaydatabase-schemarequirementsscoping

20h of Senior Developer work

Mar 14, 2026

73h6 sessions

12:00 PMStrategyComplex

Luar Properties

-Built 12-month content roadmap (April 2026 – March 2027) as polished mobile HTML document

-Month-by-month publishing schedule with 24 new posts and 7 content refreshes at 2 posts/month cadence

-Months 1-2: All 5 Tier 1 employer anchor pages (travel nurses, Caterpillar, Rivian, medical residents, general relocators) plus neighborhood guide

-Months 3-5: Tier 2 lifestyle content (food guide, weekend activities, honest local take)

-Months 5-8: Strategically timed content (Rivian R2 expansion in August, winter survival guide in October, Festival of Lights in November)

-Months 9-12: Family/schools content, social life guide, intern housing post (March timing), quarterly Tier 1 refreshes

-Each post entry includes target keywords, audience segment, content brief, and distribution channels (Facebook groups, Reddit, hospital bulletin boards, LinkedIn, Furnished Finder)

-Execution notes: post length guidelines by tier, CTA placement rules, update cadence, measurement framework (Google Search Console)

-Year 2 outline showing maintenance mode transition as content library compounds

-Visual design consistent with v2 research document (same Aitheos brand system)

content-roadmapeditorial-calendarseocontent-marketinghtmldeliverable12-month-plan

16h of Marketing Strategist work

12:00 PMStrategyComplex

Luar Properties

-Built v2 SEO research document from scratch, refocused on mid-term professional renters

-Market context section with stat cards (13,500+ OSF employees, 8,000+ Rivian employees, 151 Furnished Finder listings)

-5 detailed target audience profiles with icons, descriptions, typical stay duration, funding source, and volume indicators

-3 employer profile cards (OSF HealthCare, Caterpillar, Rivian) with facility details, workforce size, housing demand drivers

-Rebuilt keyword research across 3 categories: Primary Booking (8 keywords), Employer-Specific (11 keywords), Relocation & Lifestyle (11 keywords)

-Intent classification system (Booking, Info, Local) with priority rankings (High, Medium)

-13 blog post concepts across 3 tiers: Tier 1 employer anchor pages (5), Tier 2 lifestyle guides (4), Tier 3 seasonal content (4)

-Each blog concept includes target audience, detailed content brief, target keywords, and distribution channels

-Updated competitive landscape analysis (Furnished Finder, Airbnb, Apartments.com, Extended Stay America, CorporateHousing.com)

-Content strategy section with conversion funnel, blog post template, publishing priority, and distribution channels

-Polished mobile-first HTML with consistent Aitheos branding, responsive tables, and custom card components

seo-researchcontent-strategykeyword-researchaudience-segmentationcompetitive-analysisemployer-targetinghtmldeliverable

24h of Marketing Strategist work

12:00 PMStrategyModerate

Luar Properties

-Identified critical strategic pivot: target customer is mid-term professional renters (30 days–12 months), NOT short-stay tourists

-Defined 5 target audience segments ranked by volume and booking value: travel nurses, Caterpillar contractors/interns, Rivian workers, corporate relocators, visiting faculty/medical residents

-Researched Rivian Normal IL plant: 8,000+ employees, $1.5B R2 expansion, $120M supplier park, 2026 production ramp

-Identified Peoria-to-Normal commute advantage for shift workers (40 min, against traffic)

-Mapped housing stipend and corporate funding structures for each segment

-Identified time-sensitive opportunity: Rivian R2 ramp creating near-term housing demand surge

-This pivot completely reoriented the keyword strategy, blog topics, and content approach

target-customermarket-analysispivotaudience-segmentationriviancaterpillartravel-nursesstrategic-insight

8h of Business Consultant work

12:00 PMStrategyModerate

Luar Properties

-Built v1 SEO research document (tourism/event-focused) as polished mobile HTML

-Included keyword tables with intent classification (Booking, Info, Local) and priority rankings

-Documented Peoria annual events calendar with blog topic tie-ins

-Competitive landscape analysis with platform comparison table (model, weakness columns)

-Blog post template with H1 structure, tone guidelines, CTA placement, internal linking strategy

-Publishing cadence recommendation (2-4 posts/month)

-Applied Aitheos brand design system for visual consistency

-Document was later superseded by v2 after target customer pivot

seo-researchkeyword-researchcontent-strategyhtmlcompetitive-analysisdeliverable

12h of SEO Specialist work

12:00 PMStrategyModerate

Luar Properties

-Conducted comprehensive web research on Peoria IL market: annual events, festivals, attractions, restaurants, local guides

-Researched vacation rental competitive landscape: Airbnb, Furnished Finder, Apartments.com, Extended Stay, CorporateHousing.com

-Gathered data on Peoria employer landscape: OSF HealthCare (13,500+ employees), Caterpillar (largest manufacturing campus), Bradley University

-Researched travel nurse housing market: 151 listings on Furnished Finder, platform pricing models

-Compiled keyword research for short-term rental searches in Peoria IL

-Identified seasonal content opportunities tied to local events calendar

market-researchkeyword-researchcompetitive-analysispeoriaweb-research

10h of SEO Specialist work

12:00 PMStrategyRoutine

Luar Properties

-Evaluated SEO/content marketing upsell concept for client presentation

-Identified core value proposition: driving organic traffic to a site with zero discovery on day one

-Structured upsell as blog page + content roadmap + optional managed SEO package

-Discussed positioning: recurring revenue stream for Aitheos, acquisition strategy for Nate

-Challenged initial holiday/tourism approach and helped refine before pivot

upsellcontent-strategyseorecurring-revenueclient-management

3h of Marketing Strategist work