Summit Hospitality Services
The five items on your agenda, in order. Each one starts with your own words, then my answer, then what to decide today.
“Review brand voice outcome and video/content assets from Ian Coll”
“Have these been filtered through our brand voice guidelines?”
- The brand voice guide is written from both of your answers, including your second answers (Kirsty’s yesterday, Kelvin’s this morning).
- Summit sounds serious and respectful, with a light touch of humour now and then.
- The new reels and the Google ad wording fit it: plain, confident, no hard sell, one clear next step.
| Fits the guide | Fits your notes | |
|---|---|---|
| The new reels | Plain and calm, words on screen, a hook in the first two seconds, no hard sell, no spray bottles | Question hooks, the real phone, the Lost Lake ending, your “made easy” end card |
| Google ad wording | Plain and polished, names Whistler | You approved it this morning |
| Email signatures | The photo options are the kind the guide asks for: finished rooms, linen, amenities, the work | Other photos instead of the bed, including the four together |
| Homepage video | Real footage of the team at work | The loop at the top, the film below the estimator |
| The music | The guide says upbeat indie, or just the real sounds. Option 5 is the upbeat indie one | The reels follow your ask for more cinematic music, and your pick of option 2 or 3 |
| Point | Agreed |
|---|---|
| The story | Kelvin’s version: bought from the original owner in 2025 and refreshed since |
| Words to use | The words already on record, plus “reliable” (Kirsty) |
| Local insider or polished | Polished, with local details (Kirsty) |
| How much Whistler | Name the neighbourhoods, buildings and local spots (Kirsty) |
| Puns on the name | None (Kirsty) |
| Humour in videos | A light touch now and then (Kelvin) |
| Music in videos | Upbeat indie, or just the real sounds (Kelvin) |
| Texts to owners | Kirsty’s version |
| Replies to Google reviews | Somewhere between your two picks |
| Values | Both lists together |
| Point | Kelvin | Kirsty | Suggested |
|---|---|---|---|
| Casual or formal | Leans casual, happy with the middle | Leans formal, would like to talk it through | Plain and friendly, written properly |
| Excited or matter-of-fact | Leans excited, happy with the middle | Leans matter-of-fact, would like to talk it through | Calm and confident |
| Classic or fresh | Leans fresh, happy with the middle | Leans classic, would like to talk it through | Fresh in look, with the weight of experience behind it |
| The Instagram caption | The warm one, happy with the middle | The polished one, would like to talk it through | The polished one’s facts with a friendly close |
| The homepage headline | “We do the turnovers. You do the powder days.” Happy with the middle | “Hospitality-standard cleaning for Whistler’s rentals and homes.” Would like to talk it through | Kirsty’s, which Kelvin marked “could work” |
| Who is talking | A mix, depending on the post | “We”, the company. Would like to talk it through | “We”, the company |
| Pace of the videos | A mix (then picked Kirsty’s) | Slow and calm, with energy (then picked Kelvin’s) | A mix: calm, with energy, never frantic |
- The brand film: your homepage (the loop at the top, the full film below the estimator), and a 30-second cut for the Google profiles.
- The ten short clips: Reels, about three a month as part of the usual posts.
- The cleaning and Whistler shots: already in both new estimator reels.
- The 39 stills: the Google profiles, the website and the posts from the next round.
- The seven points still to agree in the table above.
“Year in review and where we go from here. Consider seasonality, messaging, posting frequency, where we will integrate AI”
“Auto messaging in Insta to current and new followers, building following”
- About ten posts a month since June, on Instagram, Facebook and your Google profile.
- Views of the posts nearly tripled from July to October, from 177 to 489.
- 69 new followers in October, more than April to September together.
| Month | Posts | Post views | Interactions | New followers | Followers at month end |
|---|---|---|---|---|---|
| Feb | 3 | 255 | 11 | 5 | 59 |
| Mar | 5 | 237 | 9 | 3 | 61 |
| Apr | 7 | 340 | 4 | 9 | 70 |
| May | 6 | 244 | 19 | 4 | 74 |
| Jun | 10 | 351 | 6 | 7 | 80 |
| Jul | 10 | 177 | 13 | 6 | 86 |
| Aug | 9 | 437 | 19 | 10 | 95 |
| Sep | 10 | 443 | 36 | 21 | 116 |
| Oct* | 9 | 489 | 14 | 69 | 182 |
*October 1 to 28. Interactions are the likes, comments, saves and shares on the posts.
Trusted by strata corporations, property managers, and individual condo owners throughout Whistler Village, Upper Village, and Benchlands.
Living rooms take the most traffic and show it first. Weekly, bi-weekly or monthly cleans keep the space consistently fresh without it ever becoming…
Balcony access and outdoor furniture staging create seamless indoor-outdoor living experiences. Clean glass doors, properly positioned seating, and…
Big rooms hide dust in the high corners and around the hearth. Our teams work top to bottom, so nothing above eye level gets left behind.
The 15 posts already booked to December 13 now follow the brand voice guide: same photos and dates, plainer wording, one clear next step in each, and Whistler or a real place named in 12 of the 15.
“We make hosting easy.” Kelvin’s own line.
“We are going to answer you every time.” The promise behind it.
Proof, not promises: the 35-point inspection and the photo report.
About ten posts a month, as now. That is the pace behind your three best months.
One in three becomes a Reel from Ian’s footage, because Reels reach people who do not follow you yet.
| When | What to post |
|---|---|
| Now to opening day | Pre-arrival and deep cleans before the first guests |
| Ski season, December to April | Turnovers, the photo report, reviews, the buildings you work with |
| Spring | Deep cleans, regular home cleaning, offices |
| Summer | Views, windows, decks and balconies |
| Fall | Regular home and commercial cleaning, hiring for winter |
The brand voice guide ends with a copy-and-paste version for ChatGPT. Paste it in, ask for a caption, a reply to a review or a text to an owner, and it writes in Summit’s voice for your team to check and post. The properties, the reviews and the team in every post stay real.
- New followers: Meta does not tell any app when someone follows, so a welcome on follow is only offered through a paid tool in a Meta trial. I would start with the free options below.
- Current followers: Instagram does not allow a message to all followers at once.
- Anyone who messages you: an instant automatic reply is free, in Meta’s own settings. That is where I would start.
- An instant reply with four questions people can tap: the price of a home clean, vacation rentals, commercial cleaning, or talk to someone. Free, in Meta’s own settings.
- “Message us PRICE”: a keyword reply sends the estimator link straight back, and Stories can ask followers to reply PRICE. Also free, in Meta’s own settings.
- Tag partners such as property managers and suppliers, or add them as collaborators, so the post shows to their followers too.
Later: “Comment PRICE” on Reels, which messages the link to anyone who comments, needs Meta to approve my app for sending messages (a few weeks), or a paid tool.
- Which idea to lead the posts with: Reels from the shoot (my pick), partner posts, or the photo report as proof.
- Who signs off the posts now that Kirsty leads them.
- An OK for the instant reply and the PRICE reply, and the word: PRICE, QUOTE or HOME.
- Who on your team answers the messages the automatic reply hands on.
“Update website with content, video in background? GMB profile review: push for growth in residential and commercial work. Vacation rental cleaning is organically growing at steady enough pace, and no need to pay for any advertising here.”
“I like a rotating banner video at the top, but don’t want anyone to have to download anything. OK for folks to scroll down to video, perhaps this goes below estimator however. Overall open to a reformatting of website, it feels too blocky right now.”
- Your main Google profile was seen 532 times from August 1 to October 25, against 216 over the same dates last year.
- Vacation rental is 1st on Google Maps for its own search, with no ads.
- For homes and businesses: refresh the main Google profile, and add a commercial page to the website.
| 2026 | 2025 | |
|---|---|---|
| Profile views | 532 | 216 |
| Website visits | 37 | 0 |
| Calls | 15 | 6 |
| Direction requests | 149 | 101 |
| What | Suggested |
|---|---|
| Services | Add Regular House Cleaning, One-Time House Cleaning, Pre-Arrival Cleaning for Second Homes, Strata & Lodge Housekeeping, Scheduled Janitorial and Post-Construction Cleaning, each with a one-line description from your website |
| Description | “Summit Hospitality Services cleans Whistler homes, vacation rentals and resort properties. For homeowners and second-home owners: weekly, bi-weekly and monthly house cleaning, deep cleans and pre-arrival cleans, from condos to full chalets. For Airbnb hosts and property managers: departure cleans, same-day turnovers and hotel-quality linen exchange, with a 35-point inspection on every departure clean. For strata properties, resort lodges and property management companies: housekeeping from complete startup to ongoing operation, and scheduled janitorial services. Fully insured and locally operated since 1996, serving over 300 clients across Whistler Village, Creekside, Upper Village and the Benchlands.” |
| Photos | 15 to 20 of Ian’s stills: the team at work, the van, finished rooms |
| Reviews | Keep Jobber’s automatic ask, and also ask your strata, lodge and property management contacts |
- The video, as you described: the loop at the top plays on its own, silent, with nothing to tap or download, and the full film sits below the estimator and only loads when someone scrolls to it. It needs Ian’s OK that the film’s cut is final.
- Homepage: a third card for strata, lodges and property managers, next to vacation rentals and homes.
- Residential page: Ian’s photos and two of your Google reviews.
- A new commercial page, written from your website’s own wording.
- Go ahead with the Google profile changes.
- Do you offer office cleaning, or move-in and move-out cleans? That decides a few lines.
- Go ahead with the commercial page and the homepage card.
- The layout refresh you mentioned: how far you would like to go.
“Standing card left by cleaners with QR code and simple design. Guests leave Google review or feedback or $$ tips. Potential for offering other hospitality services, rentals, Whistler tips and to dos with potential b2b referral kickbacks… we can build something like it?”
- Yes. Most of it is already built: your guest services app, which has card payments through Stripe.
- One scan opens a page with three buttons: a Google review, a private note to your team, and a tip.
- Every guest sees the same review button, because Google does not allow sending only happy guests to Google.
- Whistler tips and partner referrals come next, once the cards are in units.
The guest page: review, note and tip; leaving a tip; Whistler picks with partners. Tip amounts are examples.
- Step 1: the card and the review, note and tip page, starting with one owner or manager, then every unit.
- Step 2: Whistler picks chosen by your team, partners with their own code and link, and the extras menu your app already has.
- Which owner or manager goes first.
- Reviews to your Vacation Rental Cleaning profile (my pick), or your main profile.
- Tips: to the team who cleaned the unit, or shared across the whole team.
- The first two partners to approach.
“I’d like our company email signatures to the same quality you made for North & Story”
“Wonder if we could have a couple different photo options in the thumbnail graphic, I don’t think the bed shot is the right fit”
“Could we do A, C, D, E as a set of 4 pictures in one (quadrants)… Would be keen to see it at least and then decide.”
- From your later note, F is A, C, D and E together as four small photos in the square, at the top of the signatures page. The single photos A to E are still there to compare. Pick one and it goes on all three signatures.
- Which photo: F (the four together) or one of A to E.
- Kirsty’s title: I have put Operations Manager.