Driving Holiday Home Sales Through a Smarter, Joined-Up Digital Strategy

In early 2025, the Family Parks Group’s Marketing Manager was moving on to a new role with another business. While looking for her replacement, they also set out to support them with additional expertise, and the decision was made to look for an agency partner with a broad digital skill set.

The primary objective for the year was to drive holiday home sales, with secondary goals of boosting brand awareness and claiming a larger share of the total market.

All parks had social media presence, but there was no centralised oversight or ownership, and there was no central direction. The level of success in building followers and establishing a brand varied significantly from park to park.

The website was some years old and there were indications that a lack of care had been taken by the original developers in some areas – for example, the blog section still contained sample pages full of lorem ipsum, which had never been removed.

No tracking existed for anyone registering interest in buying a park home, despite this being a primary target to encourage. As well as making it more difficult for their internal marketing and sales teams to track which initiatives were working, this also makes it more difficult for paid ads to improve.

First Digital Media worked with the team at Family Parks Group to review the site’s performance based on the data available. We identified that while the park pages did well for the names of their park, the site as a whole didn’t show for searches earlier in the customer journey; someone looking for ‘holiday parks in Kent’ would never see the site listed in search engines. This meant their maximum market share was limited.

We agreed on a multi-channel solution where we would support The Family Parks Group with organic search, paid ads, paid social media, and email marketing.

Working closely alongside the client’s internal marketing team, we helped to provide and shape a central direction to social media marketing and to optimise Meta Ads campaigns for better return.

During the same period, our technical team went to work behind the scenes of the website, and we not only set up tracking for park home applications but also created filters so that the relative performance of marketing for each park could be monitored and measured.

Rather than leave it at that, we’ve also spent regular meetings with the client assessing the value of each lead, adjusting our targeting to improve the quality and value of each lead.

It was quickly also agreed that all channels would benefit from an improved website and so our web design team was also looped into the process. As well as working on the site itself, they created purpose-designed landing pages so that the experience of users following paid ads was improved, increasing the likelihood of these visitors converting.

Meanwhile, our SEO team were carrying out extensive keyword research. The holiday park industry is a competitive one, and many high-volume search terms are dominated by the biggest names in the industry.

We also migrated the client from their existing email marketing platform, which was underperforming, to a new platform, building new templates for their emails and helping to shape the strategy on which they’re sent.

This can make those keywords difficult or even impossible to rank for organically and expensive to compete for through paid marketing. However, there are many lower-volume search terms with strong intent and less competition. The total volume of these is still significant, so we built a strategy around catching these searchers.

Almost immediately on adding basic optimisation for locational search, we saw a significant increase in both traffic to the site and valuable inquiries as reported by the client.