In 2017, Dave Claunch and his wife became the proud owners of the Bloomhouse, an enchanting rental property nestled in Austin, Texas. They embarked on an extensive renovation project and found success in capturing the attention of the artistic community, with 60% of their bookings coming from Airbnb. The Bloomhouse has become a sought-after destination, typically booked a month in advance at a starting price of $400 per night.
Prior to purchasing the property, I had heard about the Bloomhouse for over a decade, but I had never visited or knew its exact location. We were searching for an investment property that we could either renovate and sell or set up as a vacation rental. Fortunately, we had a close friend who owns a vacation rental management firm called Lodgewell, and we saw this as an opportunity to collaborate with her.
One day, while flipping through the local Business Journal in my office, I stumbled upon a color insert showcasing upscale real estate properties, with the Bloomhouse gracing the front page. It immediately caught my eye, and I knew it had immense potential as an investment property if we could make it work.
We acquired the Bloomhouse in April 2017 and embarked on an 18-month renovation journey. We officially launched it as a rental property in early 2019. It was quite remarkable that it had spent six to seven months on the market in Austin, Texas, as properties tend to move quickly in that area.
What made it even more surprising was that the property was appraised for less than the land’s value. The building, which was constructed in the ’70s, had diminished its overall worth, and there were interested buyers considering demolishing it to build a larger, more modern home. I believe the previous owners rejected those offers because they wanted to preserve the Bloomhouse’s distinctive charm.
Initially, we were seeking something more traditional, but I quickly became enamored with the unique artistry of the property. It became the driving force behind our decision-making process. Most people would have been reluctant to invest in its renovation, but I saw it as an opportunity to enhance its artistic allure. Fortunately, the economic aspect worked out well for us, despite the numerous challenges and necessary repairs. My goal was not just to restore it to its original condition, but to strive for perfection while ensuring it could withstand the wear and tear of vacation rentals.
Many rental owners opt for low-quality furniture that easily breaks. In contrast, I wanted to prioritize durability and put extra effort into selecting sturdy furnishings. Additionally, Lodgewell has played a vital role in screening potential renters. To attract individuals who appreciate the artistic essence of the Bloomhouse, we restrict occupancy to only four people and discourage it from becoming a venue for wild parties.
Thankfully, vandalism has not been an issue due to the property’s robust construction. The Bloomhouse is primarily constructed using concrete, making it exceptionally resilient. Even the interior walls are coated with a thick layer of concrete stucco. We have experienced minimal damage to the contents, such as broken furniture or stained carpets. Our maintenance efforts primarily revolve around preserving the structure’s aesthetics.
The Bloomhouse has welcomed guests from all corners of the globe, but it holds a special appeal for creative individuals. With one bedroom and two bathrooms, the rental property starts at $400 per night, with rates fluctuating based on the time of year. The common thread among our guests is their appreciation for art. I have noticed that friends in accounting or finance feel rather uncomfortable in the Bloomhouse, as its unconventional design disrupts their sense of familiarity. On the other hand, creative individuals find solace and inspiration within its walls.
During the first hour, guests may feel disoriented due to the organic nature of the interior space, contrasting with their expectation of square and level walls. However, it’s fascinating to witness how comfort gradually sets in after that initial period of adjustment. Within a day, guests often find themselves marveling at the uniqueness of the property and longing for more architectural wonders like it.
To promote our rental property, we rely heavily on Airbnb, which accounts for approximately 60% of our bookings. Another 10% comes from VRBO, while the remaining 30% stems from direct bookings or smaller sources. Although we have social media channels, we are not active on platforms such as Facebook or Instagram. Our commitment to the Bloomhouse is a part-time endeavor, with other responsibilities occupying our time. We rely more on word-of-mouth recommendations and news articles to generate interest in the property, and that approach has been quite satisfactory for us.
Amazingly, the Bloomhouse has gained significant attention through viral videos. For instance, a TikTok video posted in June reached nearly two million views. This unexpected surge in popularity illustrates how people resonate with and appreciate the unique artistic value of the property.
With its current popularity, the Bloomhouse tends to be booked about a month in advance, consistently filling approximately 90% of its available dates. While our initial objective was to establish a profitable investment and revenue stream, we also hold a deep desire to preserve it as a work of art.
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