In 2020 we generated over 10,000 holiday home leads and there are 7 things we learnt from the process.
1. Understand your target customers location
The most important thing you need to consider is the geographical influence of your holiday park. There will be a maximum distance that customers are willing to travel to a holiday home. This depends on road infrastructure, unit value and the desirability of the local area.
2. Understand the Values of Your Customers Price Point
Your marketing strategy should change depending on the value of a unit. You should market a £25,000 unit differently to how you’d market a £500,000 unit. However, there are common elements: professional photos, accurate floorplans, informative local information and lifestyle information to help customers envisage their dream.
3. Little Things Count
Potential customers are likely weighing up a handful of properties at one time. Make sure you have a unique selling point to help your property stand out from the rest.
4. Be Social
Social media can allow you to showcase your holiday park to potential customers. Here you can show them around the park and what life would be like if they bought a holiday home with you. Potential customers will be looking at your content and wishing they were there.
5. Keep Checking on Your Competition
Holiday homes are a competitive market. You should always keep an eye on your competitors to help inform your marketing strategy. You should never copy, but don’t fall behind by ignoring them!
6. Use Email
Email is a vastly underrated tool when it comes to selling holiday homes. If you have gone through the hard work and cost to get a lead, make sure you don’t lose it by having zero follow up.
7. Go Old School With a Bit of Direct Mail
Direct Mail can be an expensive way to market, but it can also be a laser focused strategy to sell. Don’t send Direct Mail to cold leads, it will be more successful sent to potential customers who have already engaged through your website, social media and emails.