Serial entrepreneur, Julie Gates, named her short-term rental property company “Sid Was Here” and has no problem embracing her uniqueness. She would rather be odd because that makes her a lot more memorable than just naming her company like any other real estate company in the market.

In fact, Julie didn’t just stop there. Applying the long-short strategy, she found her niche in the short-term rental space: targeting startup professionals and travelers. There’s a projected 20% to 30% of millennials in the future that will never sign a lease or buy a home because they are just going to travel from place to place – and Julie has definitely made sure she has the inventory for them!