Isaac French built and sold a micro-resort in Waco, Texas for $7M (w/ no hospitality experience).

Takeaways from my convo w/ him:

“People are desperate to pay you—after you’ve freely given.”
→ Build trust first. Sales follow.

Airbnb banned his account right after launch.
→ He pivoted to direct bookings and built a brand that couldn't be shut down.

$950 spent on an Instagram giveaway → $40K+ in direct bookings
→ Great content and smart partnerships outperform traditional ads.

“Craftsmanship. Do less, but do it better.”
→ His creative mantra for business, content, and life.

Spent $400K before securing a construction loan.
→ Extreme conviction. He bet on the vision — and won.

Email > social.
→ One Instagram Reel brought in 550 email subscribers from 300K views.

Isaac's X growth strategy:
→ 1 thread every 1–2 weeks, 12+ hours writing, 50% of time on the hook.

Audience > Outcome.
→ He sees his niche, high-trust following as more valuable than the $7M resort exit.

building a distribution machine:

linktr.ee/ishverduzco

Waco mentioned!! We tried to stay there the last few times I went back to Waco and they are always booked. Such a cool spot.