How We Helped Waterside Holiday Group Sell £2.5 Million in Holiday Homes

A simple, practical strategy that delivered 1,984 leads, 35 sales and big results — without spending a penny more on ads.

The Problem

Not enough leads. Not enough buyers.

Waterside Holiday Group sells luxury holiday homes in Dorset and Cornwall.
 Heading toward peak season, they were under pressure to hit some big sales targets - but sales were falling short:

Enquiries were down
They weren’t attracting serious buyers
Local competitors were undercutting on price

It wasn’t that Waterside didn’t have a great product. They just needed a better way to reach people who were actually ready to buy.

That’s where we came in.

The Plan

We built a simple, four-part approach to:

Find the right people looking to buy a holiday home.
Give low-commitment options for people to take the next step.
Improve the website experience for conversion.
Keep leads warm for the sales team with personalised emails.

All without increasing media spend.

The Solution

We found the right people.

Instead of running broad ads that reached everyone, we focused on people who were already searching for a holiday home. We also used data from Waterside’s past buyers to find more people like them.

But we didn’t just change the targeting, we also changed the message. Rather than leading with “lodges for sale,” we focused more on selling the lifestyle: morning beach walks, family BBQs, spa days.

Because that’s what people really buy.

We made it easier to take the first step.

At the time, the main call to action was to book an experience day. That’s great for buyers who are ready to commit, but a big step for someone just starting to look for a holiday home.

So we introduced a few lighter options: a downloadable brochure, a simple buyer’s guide, and an email newsletter sign-up to stay in touch.

That gave people more ways to express interest, and gave the sales team more opportunities to follow up.

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We improved the website experience.

Waterside’s website worked well on desktop, but 80% of visitors were browsing on their phones. And on mobile, the page was slow, hard to navigate, and had multiple calls to action.

We rebuilt the landing page with mobile in mind: prioritising key information, adding lifestyle imagery, and simplifying navigation.

Improving the page narrative and focusing on a single call to action led to a 88% increase in conversion rate and 58% reduction in cost per lead (generating more leads for the same marketing budget).

We warmed up the leads for sales.

Waterside had a large database of people who’d shown interest in the past, but they weren’t engaging with them regularly, and the communications weren’t tailored to their needs.

We set up a series of automated, personalised emails based on user interests, to answer frequently asked questions, provide people with more park and facilities information to help deepen desire for the product.

By introducing personalised email campaigns we were able to improve lead quality - warming up leads for the sales team and increasing lead contactability from 9% - 26%.