How this App Is Changing The Rental Property Game: Matt Sanderson of strIQ

Meet Matt Sanderson, commercial real estate agent, investor, and co-founder of the innovative strIQ app, also known as Strike. StrIQ is rapidly becoming a game-changer for short-term rental (STR) investors, offering a smart, data-driven way to identify and optimize high-performing properties.

A Serendipitous Meeting at the Summit

Before diving into Matt’s journey, I want to share how I met him. We crossed paths at the Level Up Your Listing Summit in March: a conference that’s no stranger to this podcast or my social channels. It was there I met Matt, his wife Amanda, and their right-hand team member, Lauren.

What stood out immediately wasn’t just the functionality of strIQ, but the generosity and kindness of the people behind it. Matt took the time to walk me through optimizing two of our own properties live on the spot, showcasing the app’s power in real time. That experience left a lasting impression, and I knew I needed to bring his story to the podcast.

From Commercial Brokerage to STR Innovator

Matt’s background is rooted in commercial real estate. Straight out of college, he dove into the industry, working primarily in office and industrial leasing and acquisitions across the U.S. It didn’t take long for him to notice a disconnect.

Clients were coming to him to buy properties for investment, yet he and his team weren’t purchasing any themselves. That prompted the question: Why not us too? And so began his transition from broker to investor.

But breaking into property ownership, especially commercial, can be capital-intensive. Matt acknowledged that barrier and made a strategic pivot. In 2020, instead of chasing a $10 million asset, he purchased a $400,000 single-family home in Fredericksburg, Texas, and entered the short-term rental space.

The result? A stunning 60% cash-on-cash return and consistent monthly cash flow of $2,000. This first property opened his eyes to the potential of STRs and laid the foundation for what would become strIQ.

The Birth of StrIQ: Solving a Pain Point

Matt’s success in Fredericksburg wasn’t luck. It was the result of endless hours of research, spreadsheets, and switching between MLS platforms and STR data tools. The process was laborious and, more often than not, disheartening. Negative returns were the norm, not the exception.

That frustration sparked the idea for strIQ: a centralized platform that would combine MLS listings, STR performance data, and investment metrics in one user-friendly interface. Think of it as the Zillow for STR investors, built by an investor who knew exactly what tools were missing.

Today, strIQ helps users identify profitable STR opportunities in seconds, instead of hours, enabling smarter, faster investing.

The Human Side of Investing

Matt and I bonded over more than just tech and real estate. Like many of you, I got into STRs a bit unconventionally. Our first rental was originally our primary residence. When we received military orders to move, we converted it into a long-term rental. That didn’t go well. Bad tenants and high maintenance costs pushed us to try short-term rental as a last-ditch effort.

It was an unexpected hit.

We sold that property and used the proceeds to invest in our Kentucky STR, which longtime listeners know well. It’s been a rollercoaster, especially with some… challenging neighbors. Matt even suggested we add a hot tub, but as many of you know, that might escalate things rather than help. Still, the property has incredible potential, and Matt’s insights during our optimization session were invaluable.

Building a Purposeful STR Portfolio

Today, Matt owns four STR properties:

• Fredericksburg, Texas – his first.
• College Station, Texas – known as the Aggie House.
• Canyon Lake, Texas.
• Seaside (30A), Florida.

Each property was carefully chosen, not just for returns, but for lifestyle enrichment. For Matt, STR investing goes beyond cash flow and tax advantages, although those are huge perks. His goal is to build a portfolio that not only generates wealth but creates memorable experiences with family and friends. As he put it: “You can’t go on vacation with your stock portfolio.”

StrIQ: A Tool for Every Stage of the Journey

What makes strIQ unique is its versatility. Whether you’re brand new to short-term rentals or managing a multi-property portfolio, strIQ has something to offer. When I first learned about the app, I was already deep into managing our Kentucky property. Still, I saw how useful strIQ could have been during our early decision-making process and how much time and stress it would have saved.

The platform is broken down into two core products:

1. Acquisition Tool – Helps users find profitable STRs by combining MLS listings with projected performance data.
2. Optimization Tool – Guides users on how to increase revenue and reach top-tier market performance by leveraging strategic insights.

While other tools might tell you the average revenue for a property, strIQ helps you understand what it takes to reach the top 75th, 90th, or even 99th percentile. That’s a huge differentiator, especially for hosts who already have the branding and design experience but need data to back it up.

Matt’s approach with strIQ isn’t just practical, it’s deeply personal. He created what he wished he had from the start. And lucky for us, now it exists.

Finding Hidden Gems with StrIQ: A Real-Life Example

Matt shared a real-life story of using strIQ himself to buy a property in College Station, Texas, a city he admits he probably wouldn’t have considered without the app’s help.

In late 2023, just months after strIQ’s official launch, Matt and his wife Amanda were looking for a new investment property. With only two months left in the year and tax considerations top of mind, they opened the app to explore options. Amanda, a Texas A&M Aggie alum, suggested College Station.

Using STRIQ’s Cash-on-Cash (COC) filter, Matt searched for properties generating $100K+ in revenue with at least a 20% return. Out of thousands of listings, only four passed the filter—and one stood out immediately. Located near Kyle Field, the property showed an estimated 50%+ cash-on-cash return.

Understandably skeptical, Matt dove into the data. He discovered that:

• College Station has high demand due to events like football games and graduations.
• Hotel options were limited.
• Existing Airbnb listings were underwhelming in terms of design and guest experience.

All signs pointed to a strong opportunity, if they could elevate the property.

Elevating Revenue Through Experiential Design

That’s where design partner Somerled Designs came in. Known for their strategic, guest-focused design, Summerled specializes in transforming ordinary spaces into unforgettable experiences. With their help, Matt and Amanda renovated the College Station property in just three weeks, right in time for football season.

Despite high interest rates (7.75%), their projections showed a net cash flow of $50K/year. Compared to the average $70K annual revenue in the area, Matt estimates their enhanced design and branding could bring in $110K–$120K annually– a nearly 2x increase.

And he’s not done yet. Matt is currently working on a new project in Houston with Funkit Interiors, another design firm aligned with the idea that exceptional STR success begins with thoughtful, brand-aligned spaces.

Design as an Investment, Not an Expense

Matt emphasizes that design is not just aesthetic, it’s strategic. Tools like AirDNA may project one level of revenue, but by investing in design that speaks to the right audience, hosts can blow past those numbers.

“Why would I not want to pay $10,000 for virtual design if I could increase my revenue by $50,000 a year?”

His advice to fellow investors: invest in professional design from the outset. Not only does it significantly increase ROI, but it also takes the stress out of setup. After enduring DIY installs (with toddlers in tow), Matt now swears by full-service design and installation. For the College Station property, Somerled handled everything, from concept to execution, with impressive speed and efficiency.

The Strategy Behind Experiential Design

StrIQ is powered by data but that data is only part of the equation. Working with firms like Somerled means tapping into a deep branding strategy. The design isn’t just about looks. It’s about purposefully crafting a space around an ideal guest avatar.

At the Level Up Your Listing Summit, I attended Somerled’s early morning mini-course, where they guided hosts through identifying their ideal guest and building their entire STR experience around that person. This clarity informs everything, from amenities to furnishings, and ultimately drives the kind of bookings that lead to top-tier revenue.

Understanding Revenue Potential Through StrIQ’s Optimization Dashboard

One of strIQ’s most impactful features is its optimization dashboard, which shows investors how their property stacks up against others in their market and what changes they can make to move up the revenue ladder.

At the Level Up Your Listing summit, a woman approached Matt with a unique property in Broken Bow, Oklahoma, an emerging STR destination. Her property had strong bones: five or six bedrooms and even a whimsical ship-themed playground for kids. But she wasn’t sure how to optimize her income.

Using the strIQ platform, Matt input the property’s data and filtered out underperforming comps (i.e., listings with low reviews, fewer than 20 ratings, or extended time on market). What remained were the top 50 or so comps. These became the benchmark.

The dashboard showed:

• Average Revenue: ~$100K
• 75th Percentile: ~$150K
• 90th Percentile: ~$180K
• Top 1%: $200K+

When Matt guessed her current earnings (between $100K–$115K), she confirmed he was spot on. The data clearly revealed she had room to grow potentially $40K–$60K more in annual revenue by optimizing key areas.

Simple Improvements That Drive Major Results

So, what separates average listings from the top tier? Here are some common factors STRIQ helps identify:

Maximized Guest Headcount

Many hosts underestimate or under-report how many guests their property can accommodate. For example, a five-bedroom home may legally and comfortably sleep 15 people, but only advertise space for 11.

Solution: Double-check your layout, beds, couches, and sleeper sofas. Adjust your listing accordingly to appeal to larger groups.

Strategic Photography

Top-performing listings lead with experience-driven images. Think: lifestyle photos with families, dramatic outdoor shots, and spaces that evoke emotion.

Poor-performing listings often open with generic indoor photos that fail to capture attention.

Feature the Wow Factor Early

In Broken Bow, the ship-themed playground was a major attraction—but it wasn’t showcased upfront in the listing. Highlighting unique features (playgrounds, hot tubs, fire pits) in the first 1–3 photos dramatically boosts engagement and bookings.

Add Small Luxuries

Hot tubs, fire pits, string lights, and outdoor seating areas consistently appear in top-performing listings. They don’t require massive investments but deliver meaningful upgrades to the guest experience.

These changes often cost very little relative to their return but the impact can be substantial.

Designing for Your Guest Persona

One of the most overlooked elements of short-term rental success: knowing who you’re designing for.

At the Level Up Your Listing Summit, Somerled’s early morning workshop walked attendees through defining their ideal guest persona. This exercise formed the foundation for all future design decisions, from color palettes to amenities to branding voice.

When you know who you’re speaking to, you can design a space they want to book again and again.

It’s not just about having the best-looking home. It’s about curating an experience that connects on a personal level with your target audience.

---

By combining real-time market data, intuitive property analysis, and intentional design, strIQ empowers hosts and investors to not only find the best opportunities, but to unlock their full potential.

Whether you’re buying your first property or optimizing your tenth, tools like strIQ, partnerships with firms like Somerled and Funkit Interiors, and a brand-driven approach to guest experience will help you rise above the average and tap into top-tier profitability.

Ready to level up your listing? Start by defining your guest, using STRIQ’s acquisition and optimization tools, and investing in the kind of design that turns bookings into loyal guests, and homes into thriving businesses.

Use real-time market data to uncover the most profitable short-term rentals with strIQ, and get 20% off with code BRAND&MARKET20.