Discover Why Your Web Site May Be Suffering a Serious “Traffic” Problem & What You Can Do About It So You Can Fill Your Vacant Spaces With Quality Tenants…

Hi, my name is Jason Ayers and today we’re going to talk about a common problem that I see with RV parks, resorts, and mobile home parks, and that is no or low website traffic.

So what we’re talking about overall is generating more revenue for your park. So let’s say for example that your park has 200 spaces and you’re at an 80% occupancy rate and you want to get to 90%.

Now assuming that there is enough demand in the area, right, for anything to work we have to have tenants out there that are willing to take advantage of it.

So if you’re at 200 spaces and you’re at 80% occupancy rate, you know, you have 160 spaces filled and you want to get to 180 and you’ve got 20 spaces and those 20 spaces are going for 400 bucks a month. So you’re essentially losing $8,000 a month versus your goal. So that’s your cost.

The second way you might want to look at that is, that may be the cost of your existing marketing program, you know, that’s falling short of that 10% change.
You’re losing about eight grand in gross revenue every month. So let’s look at how no or low website traffic plays into this bottom line number that we’re trying to get to.

So, you have your website. Website, and the whole goal of your website isn’t to look pretty, it’s not to give people information, it’s not meant to be a brochure. The whole goal of your website, and I’m sure you already know this, is to sell. We want it to sell or to convert people into tenants. Because that represents revenue.

So in order to make this work, what do we need? Well, we need people, qualified people, to be looking at your website with some percentage of them converting into tenants. And there are several ways to get these people to your website. We call them traffic sources.

The first way is paid traffic. So paid traffic is the most controllable. It’s the easiest to get predictability from, right? Predictable results from this system. And the way that works, for example, if you go to Google and you type in RV parks near and then the location where your park or resort is, you’re going to get a list of results.

And these are what’s called organic results. One of them might be a video, for example, and then a bunch of links. Well the paid links appear on top and on the side.

And these are ads. So by paying Google to display your ads, you can get traffic to your website so you can get more tenants, so you can take care of, let’s say, that $8,000 gap in revenue.

The other way to do it is through organic traffic, and that’s where it’s due to what’s on your site.

It’s from referrals, it’s from search engine optimization, which is particularly challenging because Google changes their algorithm all the time because frankly they’d prefer for you to be buying ads. And if you have a website I’m sure you get all kinds of emails saying you know we can get you at the top of the search results and usually that’s a scam.

Usually that doesn’t work too well because Google is always changing and it’s very hard to predict which way they’re going. So paid is really the easiest way to make the whole thing work and what happens is you end up paying some amount of money to get people to come through to your site and all you have to do is do that economically so that you get a positive ROI on the whole thing.

Now all of this assumes that your website converts, right? that it converts well. Because if we look at the formula, really it’s traffic times your conversion rate equals the number of tenants that convert.

So if your website is doing a very good job of converting and all you have is a traffic problem, then I’d encourage you to focus on paid and organic search results.

And if your park has 150 or more spaces and you like our help putting all of this in place, we do have a service where we do PPC management or pay-per-click management and we manage all of your ads for you and optimize them so that you can get the best results possible. Because part of the challenge of this whole thing is knowing which ads are profitably converting into tenants and which ads are just consuming your advertising budget or your ad spend needlessly.

There is a park that I was recently talking with and they were basically spending about three grand a month in advertising, but they had no idea which ads were resulting in tenants. So they may have been wasting, let’s say, $2,400 a month on ads that people were clicking on but they weren’t working, while only 600 of their dollars were actually converting into tenants.

So if you do paid and you choose to do it on your own, make sure that you have tracking in place at the ad level. That’s something to consider.

So I hope this gives you a better understanding of how you can get traffic to your website so that you can convert them into tenants.

And if you’re interested in our Paper Lake Management Service, just click the link below to find out more.

[Sendale, Texas]