Founder Story: SayulitaLife.com

Introducing “Founder Stories”

Welcome to our “Founder Stories” series, where we dive into the inspiring journeys of entrepreneurs who have built successful directory websites, some with the help of GeoDirectory and others carving their own unique paths.

These are not just stories about creating websites. They’re about transforming lives.

You’ll meet founders who escaped the rat race, achieved financial freedom, and crafted extraordinary lifestyles. Some have built thriving local businesses, while others have made life-changing money.

Through these interviews, we aim to inspire, motivate, and showcase the endless possibilities of building a directory website. Whether you’re just starting out or dreaming of a similar escape, these real-life stories prove that success is within reach.

Stay tuned for insights, tips, and a behind-the-scenes look at how these founders turned their visions into reality!

Meet Ian Hodge, The Co-Founder of SayulitaLife.com

For our first “Founder Stories” interview, we’re excited to introduce Ian Hodge, the co-visionary behind SayulitaLife.com, the go-to directory for all things Sayulita.

Nestled on Mexico’s Pacific Coast, Sayulita is a charming beach town known for its laid-back vibe, stunning surf, vibrant local culture, and bustling art scene. Over the years, it has transformed from a sleepy village into a hotspot for travelers seeking adventure, relaxation, and a slice of paradise.

Recognizing the need for a dedicated platform to connect locals, businesses, and visitors, Ian and his wife Kerry launched SayulitaLife.com in 2004. What started as a simple directory has grown into a powerhouse platform that not only supports the local community but also outranks global giants like Airbnb, Booking.com, and VRBO for Sayulita-related searches.

Their endeavors have become the ultimate resource for vacation rentals, real estate, dining options, surf lessons, wellness retreats, and all things Sayulita. It’s a testament to the power of a niche directory and Ian’s relentless dedication to building something that truly serves its audience.

The couple’s journey from the daily grind to creating a life in this idyllic beach town is nothing short of inspiring. SayulitaLife.com has not only revolutionized how people experience Sayulita but has also given Ian and his family the freedom to enjoy a lifestyle many only dream about.

Stay tuned to learn how Ian and Kerry built this incredible directory, the challenges they overcame, and how it continues to shape both their life and the Sayulita community!

The Sayulitalife.com Story:

Q: Can you share the story behind SayulitaLife.com? How did the idea originate, and what inspired you to start it?

The idea for SayulitaLife.com originated from a small village where my wife Kerry and I were living. At the time, we needed to create tourism and some form of business to support ourselves and make it possible to stay in the area.

Back then, there wasn’t a town website or anything like it available. This was before Airbnb even existed. So, we decided to create SayulitaLife.com. It wasn’t just about building a website; it was about building a lifestyle business that allowed us to live and thrive in the place we loved.

Q: When you first launched SayulitaLife.com, was it intended as a directory, a blog, or something different?

SayulitaLife.com was created as a website for the town to do something good for the community, bring people to Sayulita, and give it an online presence.

At the last minute, Kerry suggested, “Oh, we should put some houses on there and charge for the listing,” which we did. But the idea from the start was really just to do something good for the town and help attract tourism

Q: What business model did you adopt at the beginning? Has it evolved over time?

The business model for SayulitaLife.com has remained consistent since the beginning. Businesses pay a flat annual fee to be listed on the website, and they can generate as much business as possible from their listing. This model is still in place today.

However, not every business pays the same fee. There are different categories, and pricing is tailored based on the type of business.

For example, a small taco stand like Maria’s Tacos won’t generate as much revenue as a large wedding catering company, so it wouldn’t be fair for them to pay the same price.

Additionally, we offer a variety of add-ons for businesses that want more exposure, allowing them to boost their visibility on the site.

Our core philosophy has always been customer-focused. We do whatever it takes for our clients’ success.

The model has proven to be sustainable and highly effective for both us and our clients.

Q: Did you build the platform in-house or outsource the development? What influenced your decision?

The very first version of SayulitaLife.com was built entirely by me using Dreamweaver, a tool that some might not even remember today, and hand-coded HTML. It was a simple yet functional platform created from scratch.

As the site grew, we transitioned to working with programmers and moved onto a PHP framework, one of the few that was available at the time. This shift allowed us to expand the platform’s functionality and handle the increasing needs of the business.

I sure wish GeoDirectory would have been around back then!

Q: What was the biggest challenge you faced in the early days of SayulitaLife.com? How did you overcome it?

That’s a great question. When we started SayulitaLife.com, it was during an interesting time. The internet bubble had burst in 1999 and 2000. We were building from scratch in a town that was just starting to boom, and we weren’t aiming to make millions. Because of that, we didn’t face many challenges initially.

However, one significant issue we encountered was fraud. People would copy our code, steal our pictures, and even contact our advertisers to create copycat businesses. To combat this, we had to find ways to protect our content.

We started adding a big, unsightly logo across our original pictures to prevent theft. While it didn’t look great, it worked. We also had to hide our code, copyright our images, and even hire lawyers when necessary. Those weren’t the fun or exciting parts of starting a business, but they were necessary to protect what we had built and ensure our platform’s integrity.

A local realtor once beat us to it and registered (or can I say “stole”?) our name on a social media platform, using it to promote the SayulitaLife-style. However, the name we ultimately came up with turned out to be even more advantageous in the long run.

Thanks to our extensive efforts, it has driven tens of thousands of locals and tourists to SayulitaLife.com, creating even more success for our clients.

Q: At what point did SayulitaLife.com start gaining significant traction, and what do you think contributed most to this growth?

We gained significant traction within the first year of launching SayulitaLife.com. Having previously owned a vacation rental business, we already understood the market and our clients. We knew that if we provided homeowners with the right tools, they could book their homes themselves.

This was before Airbnb existed, and back then, most people relied on rental managers. We simply showed them how to take control and handle bookings on their own.

Traction came quickly, definitely within the first 12 months. However, traction is a relative term. We weren’t trying to make a fortune; every peso or dollar we earned felt like a win.

We didn’t have strict goals or quotas. Instead, we focused on what we loved, building something for Sayulita, working for ourselves, and enjoying the process. What we created was a lifestyle business long before that term became popular.

We were effectively digital nomads before we even knew what that meant. It was the best plan for us, combining our passion for the town with the freedom of self-employment.

Q: Securing the first paid listing can be a milestone for directory businesses. What was your experience with this, and how did you convince businesses to join?

When SayulitaLife.com started, it was focused on vacation rentals rather than businesses. Most of the vacation rental owners in town already knew and trusted us, as we had built a solid reputation within the community. This made it easier for us to secure their support than it might be for someone starting without that connection.

We also structured our payment system to make it risk-free and appealing for owners. For example, we began in May and allowed them to defer payment until the following October or November, aligning with the start of the tourist season. This approach ensured they wouldn’t have to worry about paying us before seeing results.

Our rates were also very affordable, which further encouraged participation. With trust from the local community, fair pricing, and a strategy tailored to the town’s seasonal nature, we got things rolling without too much difficulty.

Q: Did you start with free listings, paid listings, or a combination of both? What strategy worked best for you?

We’ve never offered free listings for vacation rentals, but when we started adding businesses to SayulitaLife.com in the early 2000s, we listed every business in town for free. At the time, there were only about 25 businesses in Sayulita, so we put them all on the site to help them out and promote the town.

Our goal was to generate tourism for Sayulita. We believed that if potential visitors saw there were restaurants, shops, boutiques, and even car rentals, it would make the town more appealing.

Sayulita wasn’t anything like it is now, and international travel wasn’t as common. We were trying to convince people to visit the town, and featuring local businesses made Sayulita look more vibrant and welcoming as a whole.

For the first year, all those listings were free. After that, we started charging businesses an annual fee. This strategy supported the town and helped establish SayulitaLife.com as a trusted resource for visitors and locals.

Q: What’s the percentage of businesses versus vacation rentals on SayulitaLife.com today?

Today, the split between businesses and vacation rentals on SayulitaLife.com is approximately 30% businesses and 70% vacation rentals.

While the platform initially focused on vacation rentals, the addition of local businesses has grown steadily over the years.  We also offer a For-Sale-By-Owner for those looking to sell their homes and/or properties.

Q: Community engagement is often crucial for directory success. How have you fostered and maintained a connection with the Sayulita community over the years?

SayulitaLife.com has always been about supporting the town, and that commitment extends far beyond the website itself. Over the years, we’ve contributed to (I think) every single charity in Sayulita, often multiple times. We donate money monthly, provide larger contributions when needed, and support anyone in need.

Our dedication to the community goes beyond financial contributions. Our entire team volunteers our time for various causes. We’ve participated in trash pickups, served as auctioneers at charity events, and supported initiatives for private and public schools, spay and neuter clinics, recycling programs, and more.

Whatever the need may be, everyone in Sayulita knows that SayulitaLife.com is there to help, offering genuine support straight from the heart. Over the years, we’ve given back over a hundred thousand dollars to the town, reinforcing our mission to make Sayulita a better place for everyone.

Q: What have been some of your most effective strategies for driving traffic to the website?

The most effective strategy has always been simple: build a good website. That was true 25 years ago when I first got into web design, and it’s still true today. There’s no need for tricks or gimmicks. Instead, focus on following general SEO best practices and strategies, but don’t become obsessed with it.

We’ve never been overly focused on SEO, yet our site performs incredibly well. Google has always favored us because we’ve built something people genuinely use and love. Sometimes, we can publish a new page, and it gets indexed in less than 24 hours. It’s amazing, and it’s a reflection of the trust we’ve earned over the years.

The key is to build a website that serves its users well. When people find value in your site, it naturally grows, and search engines will favor it because users do. Ultimately, it’s about creating something valuable, taking care of it, and treating people right. That’s the foundation of long-term success.

Q: Maintaining quality and accuracy in listings is vital for trust. How do you ensure this on SayulitaLife.com?

We’re small enough to personally vet every person who lists with us. We make it a point to know them, understand their business, and ensure they align with the community values. Business owners absolutely have access to modify their profiles on the site, but we maintain strict standards.

If someone operates unethically or doesn’t fit our values, they’re off the platform. We don’t deal with shady operators. While a few may have slipped through the cracks over the years, it’s rare.

Most people with bad intentions aren’t interested in being part of a community directory. They’re often focused on making quick money in one season and then moving on. This approach has helped us maintain trust and quality within our directory.

Q: Can you share some of the biggest mistakes you’ve made while running SayulitaLife.com and how you’ve learned from them?

Looking back, I should have gone global. If I had, we’d probably be having this conversation on my yacht right now. We were ahead of the curve, even before Airbnb. We had the idea, but we didn’t move fast enough with it.

Honestly, we weren’t incentivized. We were more focused on enjoying the surf, sand, and palm tree lifestyle.

One advice I’d offer from my experience is to choose your brand name very carefully. Your brand name matters a lot, especially if you plan to expand. And if you do decide to go outside your original market, don’t be afraid to adapt or modify your brand name to fit the new location. It’s a small step that can make a big difference.

Q: How do you avoid churn?

We do not lose clients. If someone is hesitant about staying with us, we make it a priority to address their concerns. We’ll call them, visit them in person, take them out to lunch, or do whatever it takes to keep them on SayulitaLife.com and ensure it works for them.

If necessary, we’ll go the extra mile by sending a photographer to re-shoot their property, rewriting their listing descriptions ourselves, or even posting their PDF menus online. We have a team dedicated to helping our clients succeed, and we’ll do whatever it takes to support them.

Q: Would you be open to sharing a ballpark figure for SayulitaLife.com’s annual revenue?

When it comes to a ballpark figure for SayulitaLife.com’s revenue, I think it depends on how you measure success, whether in dollars or lifestyle. The business provides enough to support my family, my children, and all of our employees and allows us to do good for the town.

It’s a small town, so the income we need to live comfortably is much less than you’d need in places like New York, Rome, Hong Kong or Paris. We have always focused on building a comfortable and sustainable lifestyle rather than chasing massive profits.

We keep our exact figures private, but I can tell you the business generates more than six figures annually. For me, real success is having the freedom to work when I want, where I want, while being able to give back to the community, which means so much to us.

Q: What tech stack is SayulitaLife.com built on, and has it changed over time? If you could start over, would you choose a different technology or approach?

Starting over back then, the only options we had were straight HTML and PHP. The website is so highly customized that it requires regular tweaking, making it difficult to transition to other platforms.

The customization has been key to meeting our specific needs, and while other technologies might offer certain advantages, maintaining control over the details has been essential to the website’s success.

Maybe someday I’ll have to rebuild or convert it, but for now, I’d still approach it the same way. If we ever decide to transition in the future, now we know who we will contact.

Again, where was GeoDirectory when I needed them?  ☺

Q: What role does SEO play in your business strategy, and how have you stayed ahead of competitors in search rankings?

SEO doesn’t matter as much as it used to, especially for SayulitaLife.com. Many people who come to Sayulita are return visitors, and everyone already knows about us. Our clients know us, the community knows us, and most people looking for Sayulita-related information eventually find their way to SayulitaLife.com.

That said, SEO is still important, and we rank very high. Higher than anyone else. Searching for anything related to Sayulita will almost always lead you to our site, and from there, hopefully visitors will book through one of our clients. In the end, we stick to the basics. Even today, standard, solid SEO practices remain the best approach to follow.

Q: Are there specific tools, platforms, or software that have been indispensable to running SayulitaLife.com?

For any business, having the right tools in place is critical, especially for managing your CRM and customer journey. We use tools like HubSpot and MailChimp to manage communications and send out the large volume of emails required for our business. If you’re sending out a significant number of emails, having a reliable system is essential.

For images, we rely on Cloudinary to handle and optimize them efficiently.

As for SEO tools, Google offers valuable tools, such as Google Search Console Tools, and PageSpeed Insights, which are helpful for monitoring and improving site health.

One challenge we face is, in fact, site speed, mainly because our platform runs on older PHP technology. However, we continually work to address these challenges and optimize performance wherever possible.

Q: Looking back, what advice would you give someone starting their own directory or niche website today?

Realize that you’re not going to make money right away. Starting a directory site means dedicating yourself to truly understanding your clients, learning about their needs, and genuinely caring about them and your community.

I believe there’s massive potential for small niche sites out there, and they can work in just about any area. My wife and I travel a lot with our children, and I’m often surprised by how many places don’t have a local site like SayulitaLife.com.

Instead, I’m forced to rely on big corporate websites to find adventures, read about restaurants, or book accommodations.

There’s so much opportunity for smaller, community-focused directories. If you work hard, get to know your clients, and stay dedicated to the success of your community, your efforts will pay off.

It’s about building something that truly supports the people and places it serves, and when you do that, it will work.

Q: What trends or opportunities in the directory business should entrepreneurs focus on in the coming years?

When creating a directory site, you must look at where the money is in your chosen area. Identify who’s making money in the community. Is it carpet cleaning businesses, contractors, developers, vacation rentals, or restaurants? The answer will vary from one community to another.

In most cases, especially in areas with significant tourism, vacation rentals tend to be the most lucrative. That’s where large companies are often making the biggest commissions.

If you focus on those areas and provide value to the businesses that generate the most revenue, you’ll likely find the greatest opportunity for success.

Q: If you could change one thing about how you’ve built or managed SayulitaLife.com, what would it be?

That’s a great question, and honestly, I’m stumped for an answer. If I could change one thing about SayulitaLife.com, I’m not sure what it would be. I’d have to ask Kerry and our partner Joanna to see what they think.

One thing that does come to mind is the name. Looking back, I might have called it VivaSayulita.com instead. When we built the site, we primarily targeted Americans and Canadians, the primary visitors with spending power. However, a name like VivaSayulita might have felt more inclusive and patriotic, especially from a Spanish perspective.

That said, changing the name now would be a monumental task. For better or worse, the name SayulitaLife.com has become synonymous with the town and its community, so it’s a more theoretical than practical change.

Q: What’s next for SayulitaLife.com? Are there any exciting updates, features, or expansions on the horizon?

We’re constantly making changes and improvements. Design changes and navigation updates are two areas we focus on the most, ensuring the website remains user-friendly and visually appealing.

Internally, we’re always working to improve the customer journey. That includes staying in regular contact with our clients and listening to their feedback. The goal is to address their needs proactively because, by the time a client is upset, it’s already too late.

This approach isn’t unique to SayulitaLife.com. It applies to every business. There’s always room for improvement, and change is a constant part of growth and success.