How to Avoid The Two Biggest Mistakes That Parks and Resorts Make When They Are Trying to Convert Their Website Visitors Into Paying Tenants…

Hi, it’s Jason Ayers and in this video we’re talking about low conversion rate and today we’re going to talk about the two biggest mistakes that I see with RV parks, RV resorts and mobile home parks specifically on their website.

So if you’ve seen any of the other videos you have a website and we’re driving traffic to that website. And then we want to turn some of those people some percentage of them into tenants and that percentage is a very important number. So why is that important?

It’s important because if you have a hundred people a week going to your website and your conversion rate is 1% Then you’re gonna get one tenant.

Now obviously if you can increase that number, this one can be a little challenging to increase unless you’re willing to pay for traffic. And then you’re paying for it. So you definitely need an ROI on the traffic that you’re sending.

So the one that’s more in our control in terms of a place where we have the greatest leverage, Right, if you think about Pareto’s principle, the 80/20 principle, where can we put 20% of our effort and get 80% of the return?

Well, if we can increase this number to just 2%, then you’re going to get two tenants. So that’s 200% better than you were doing before.

So let’s talk about the mistakes that prevent this from happening. What mistakes caused this number to be low instead of being a high number? So what we’re going to do is, we’re going to kind of dive into the psychology of someone looking at your website.

Now a good copywriter realizes that people make decisions emotionally and then they justify them logically. And yet many of the websites that I review, many of them that I work on, the copywriting is very factual, right?

The information, the copyright is just the words on the page or the script that’s used for a video, for example. It’s very factual. It’s data-driven.

But people make decisions emotionally. In fact, there was one study they did with people who had suffered brain injuries to the part of their brain that controlled emotions. and they were essentially incapable of feeling emotions.

Well, you might think that they would be better decision makers, and what they found was they couldn’t make decisions at all. They were completely incapable of making decisions, and that’s because we make decisions emotionally.

So the first mistake is just relying on facts and data. And the cure for that or the solution is to make your copywriting more emotional. You want to use emotions when you write your page.

Now to use emotions you have to understand the emotional condition that your ideal tenant is experiencing when they’re looking for a place to live or to rent.

So you really have to get into their head and think about, okay, what are their desires? What do they really want? They don’t just want a place to park their RV. They don’t just want a mobile home to move into, right?

When we make decisions, there’s a lot of complexity around why we want what we want. We have fears, we have desires, we have pride, we have social status, We have the need to connect with other people

There are just all kinds of emotions that are wrapped up in the decisions that we make so how can you make your? copywriting on your website more emotional really get into the head of your ideal tenant and look at your look at what’s on your site and see if you can transform it to where it’s more emotional

That’s what I do for clients, and that’s one of the reasons why we get good results in fact for our park. My family’s been in the business for three generations and I handle the marketing. That’s how I got into all of this.

I grew up in the business and then decided that I wanted to focus on acquiring new tenants, new customers, and making sure that they have a great experience and leave us good reviews.

So what I do is I really go in and get into the emotions and we have people coming in and they will quote things off of the website.

Like I just I just knew I owed it to myself to look at your park before I rented somewhere else, for example. Right. Which that plays a little bit on fear that they might make the wrong decision and rent somewhere else.

So fear is a base emotion. It’s very powerful. So that’s emotions.

Well what is the second big mistake that I see on websites? Well the second one is what I call a weak call to action. So what is a call to action, why is it important, and what happens with a weak call to action?

Well every page of your website should have a purpose, and that purpose should not necessarily be just to inform people, unless it’s the page where your location is, right? And then that page is designed to show them where you’re located and to make it as easy as possible for them to arrive at your park or resort.

But on many pages, we might have a different call to action. Our reservations page, we might want the call to action to be fill out this form to make a reservation.

On another page of our site, it might be that we want them to click a button to go to that reservation form.

So each page should serve a purpose and we want to be very strong and very clear in our call to action.

You know if you’ve dealt with someone who’s not a natural salesperson and they say something like and maybe you’ve had friends who have thought about going into business or they’ve gotten involved in different opportunities or something like this and they’ll say that They give kind of a great pitch.
And then at the end, they say, “Well, you know, if you if you think you might like this, well, it would be okay if you signed up and I could help you do that.” Right. And what does that make you feel?

It makes you feel like they’re not confident. And if they’re not confident in their product, why would you be confident in their product? You wouldn’t be. So you need a very strong call to action. So the cure is a strong and clear call to action.

So if I’m talking about RV spaces and the goal of the page is to persuade them to decide to make a reservation in your park, the call to action might be something along the lines of spaces are extremely limited, click here to make your reservation now. That’s a strong call to action.

And it’s clear what you want them to do and what’s going to happen when they click that button. So they have a little bit of fear mixed in because they know that they might lose theirs space, so they’re more prone to take action.

And then that call to action, click here so they know what to do to reserve your space.What’s going to happen?

There’s no surprises, which makes them more likely to click that button if they’ve decided and have been persuaded to rent a space from you.

So these are the two things to focus on on your website that will make a big difference and can greatly increase your conversion rate. And I’d encourage you to explore both of these.

If you have a park that has 100 or more spaces and you’re interested in working with me to help you put these things in place, then click the button below this video or to the side of this video to find out more now.