“Predictably uncertain” is how many of us would describe the current regulatory landscape, especially when it comes to balancing privacy with the needs of small businesses. In today’s world, change is rapid and the stakes are high — and small businesses like ours must constantly adapt to new challenges while staying true to the values that have guided us for decades.
When my parents started our Outer Banks vacation-rental business in 1978, popular beach towns like Corolla and Duck were still sleepy fishing villages. But the few families that ventured across the Wright Memorial Bridge recognized the islands’ rugged beauty and loved staying in our inviting rental homes. Over the years, our family business has grown from managing a handful of properties to more than 1,100 homes, all while maintaining our commitment to providing outstanding personalized service with a local touch.
Today, part of that personalized service relies on data-powered digital ads, which have transformed how we connect with potential guests. Digital ads allow us to reach the right audience — people looking to rent a beautiful vacation home on the North Carolina coast — and they’re far more cost-effective than traditional advertising. Using these efficient marketing tools allows us to find new guests, invest more in our properties, hire and retain great employees, and ensure that our guests have an exceptional experience.
As Congress considers the American Privacy Rights Act (APRA), it’s crucial that they strike the right balance between protecting data privacy and supporting small businesses. We certainly need a national data-privacy law to replace the current patchwork of state laws, which can be as confusing as needing a different driver’s license as you travel from state to state. I recognize that APRA is a step in the right direction, but I’m concerned that its proposed restrictions on data usage could unintentionally hinder our ability to provide the personalized service that sets us apart.
For instance, if you recently rented one of our oceanfront properties, APRA might restrict us from emailing you about similar homes or special rental rates for your next vacation. This kind of engagement is key to maintaining strong relationships with our guests and competing with larger vacation-rental platforms. Our guests appreciate receiving tailored recommendations, and these interactions are part of what keeps them coming back to us year after year.
APRA’s threshold for compliance is 200,000 data points, which means it would apply to us and thousands of much-smaller businesses. Data points are generated by things like website visits and ad clicks, so almost any business with a strong online presence will meet the threshold. The legislation also applies to our larger digital ad partners, such as Google, who play a crucial role in helping us connect with guests and optimize our marketing. Limiting large tech companies’ ability to process data could make it harder and more expensive for us to reach the right audience. In a highly competitive market, this could put small businesses like us at a significant disadvantage.
It’s crucial that we balance the need for privacy with the realities of running a business in a digital world. For small businesses like ours, this is not about exploiting data; it’s about using it to enhance the customer experience, anticipate needs, and provide outstanding service.
I believe that by refining APRA’s thresholds and requirements, lawmakers can craft legislation that achieves the right level of privacy and allows local businesses to keep using the digital tools that help them thrive. Make no mistake, this is an “and” perspective rather than an “or” perspective.
Our family business is built on doing things the right way, and we’re committed to protecting our guests’ privacy. As Congress works on data privacy laws, I hope they will consider the needs of small businesses like those in North Carolina’s Outer Banks and strive to strike the right balance between data privacy and business success.