Element Vacation Homes
74,759
website sessions since campaigns launched
355
leads generated
$711k
Additional Revenue Generated
Background
Despite a successful launch in 2020 and strong performance in 2021-2022 due to Florida’s open tourism policies during COVID, Element Vacation Homes found themselves in uncharted territory by 2023. With no prior direct marketing strategy or pre-pandemic data for comparison, Element lacked the ability to understand the ‘new normal’ and optimize their bookings. Their previous marketing efforts lacked a comprehensive approach, neglecting crucial aspects like paid search and social media.
Recognizing the need for a more strategic approach, Matt sought recommendations from his network. After positive feedback on LinkedIn and conversations with colleagues, Matt reached out to BuildUp Bookings in search of a data-driven and comprehensive agency partnership.
Opportunities & Areas to Address
- No experience in paid search or social media.
- Starting a company during COVID, Element had no pre-pandemic data or numbers to determine an average or compare to current data.
- No active blog or content creation strategy.
- A brand-new website without any on-page SEO work completed by the PMS company who built the website.
Planning & Execution
BuildUp Bookings approached search + social media with the following scope of work:
- An on-page SEO review and implementation of keyword research to find new content keywords along with 'rental' long-tail keywords.
- Blog content creation.
- Link building efforts to build site authority.
- Built two primary social media campaigns that focused on retargeting all middle-funnel audiences, as well as targeting the ideal demographic guests to introduce them to the unique properties with videos and images.
Overall Results
- In the last 11 months, Element has generated $711k in gross direct bookings on their website.
- 48,864 website users since campaigns launched
- 74,759 website sessions since campaigns launched
- 355 leads generated via live chat
- Bookings made via 9 unique different marketing channel sources
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