Is Your Web Site Failing to Fill Your Vacancies?

Hi, it’s Jason Ayers and today we’re going to talk about low conversion rates on your park or resort’s website and we’re going to learn how you can connect and convert your visitors to your website and to customers.

And this is a very powerful exercise. If you’ve heard me talk about copywriting before, you know that it’s very important that your prospect feels like you understand them.

And this, by the time you watch this video to the end, you’re going to understand how to get them to feel like you understand them and talk to them in a way that creates a very good relationship to where they know, like, and trust you.

And that will increase the likelihood that they’ll want to rent from you in your park or your resort.

So just to give you a little background on why I’m qualified to talk about this, my name is Jason Ayers. I have a company called Send More Leads where we focus on mobile home park, RV park, and RV resort marketing. We make it simple for you.

I grew up in the business doing just about every type of job. We’ve had parks in our family for three generations. We’ve been on the ownership and management side. And at one point we had five parks and a apartment complex.

So let’s talk about how you can get them to feel like you understand them, to where you can talk to them in a way that really converts. And what we’re talking about here is copywriting.

And that is the art, the science, and the psychology of salesmanship in print. It’s being able to sell with the written word on your website.

We’ve talked about before how just putting a bunch of, you know, just putting like facts and data on your site are not enough to get people to convert because people make decisions emotionally and then they go and they justify them with logic.

So if you think about anything, when you want something, let’s say you want a TV or you want a new computer, you kind of just want it. You want it emotionally and then you start to justify why you should have it. You start to run down the list of, “Well, it’ll make me more productive. It’ll save me time or it’ll allow me to relax more if you’re talking about the television.” So how do we do this? How do we get them to feel like you understand them?

Well, I want to introduce you to a little concept called the customer avatar. And this is a very powerful exercise. So what we want to create is a customer avatar. And I do this for the clients that hire me to do the marketing for their parks.

They hire me to rewrite all of the words on their website and to create advertising and videos and other things. And one of the first things I do is I create this customer avatar. Well, what is that?

Well, a customer avatar is where you look at your existing group of tenants and You say okay we have this group of tenants and they’re kind of three different groups and right here in the middle. They all have this in common and these are your ideal tenants.

Because one of the things we want to do is we want to repulse or scare away the people that we don’t want as tenants, right? And we want the people who are going to be our ideal tenants who are going to make our park a community that’s very enjoyable to have people in it.

So what we do is we think about the different people that that are in our park. You know, maybe you have a 55 plus park and some of these people are interested in community and some of them are interested in leisure activities.

And some of them may be interested in things they can do in the area, maybe shopping, dining, things like that. So what we do is we kind of take this cross section and we go for this sweet spot and that’s who we’re talking to. to and we actually create a persona, a person that we name, my excellent drawing skills here, so we create this persona that we may actually name, right? Her name may be Sally and Sally may be 63 years old. She may be traveling with her husband, maybe his name is Ron, right?

So we create a… he’s not necessarily shorter but it’s Sally and Ron and they’re in their 60s and they enjoy golfing and they enjoy shopping and they enjoy getting together for a sense of community. So community events, meeting other RVers and forming relationships with them and maybe coming back to the same resort year after year because now their friends are there because they’ve created a relationship.

So what we want to do is create this persona and actually kind of turn it into a real person. You might even find a picture on the Internet and this is something that great copywriters do is we’ll go out and we’ll find a picture of somebody that represents this target market and we’ll put it beside our computer while we’re writing the text on the website and

And we’ll actually be thinking about that person, and we’ll be thinking about their interests and what they like and what they don’t like.

So we also want to know what their fears are, right? Are they afraid that it’s going to be too noisy, for example, at night and they won’t be able to sleep? Are they worried about crime? Are they worried about, you know, that they’ll get there and they may not get a good spot in the park, right? Or they may want to make sure that some things are taken care of.

So what we’re really just doing here, and I’m kind of just working off the cuff here, but we’re working up a personality. And that’s your customer avatar.

And then what you’re going to do is instead of speaking to everyone on your website, you’re going to have a one-to-one conversation.

And this is really important. Your website shouldn’t be speaking to everyone.

It shouldn’t be saying everyone who comes here loves it. It should be saying, “We believe that you’ll love our resort. love our golf course. Right. And here’s why.

So you want to have a one to one conversation with this persona or customer avatar that you create. And doing that will cause your the ideal tenant that you want to attract to feel like you understand them and you’re connecting with them, which will lead them to be more likely to convert into a tenant in your park.

So this is one of the ways you can raise your conversion rates on your website. And if we look at why that’s important, let’s say that your website currently is getting maybe 200 visitors, let’s say a week.

And your conversion rate is 1%. Well that means you’re going to convert, you’re going to get two new tenants per week as a result of this conversion rate.

But what if you were to double or triple that conversion rate?mIf you were to just double it, just to go from 1% to 2%, then 200 visitors are going to yield you 4 tenants.

So you’re essentially doubling the revenue on a weekly basis from your website. You’re 2x’ing your return. So that’s very important. So I’d highly encourage you to check out this customer avatar exercise. I do it with clients and it takes a good bit of time.

You really want to go in-depth and into detail to do it, but it’s worth it in the long run. So I hope that has given you some more insight into how you can raise your conversion rate.

And if you have a park that has a hundred or more spaces and you’re interested in having me help you do this, then just click on the link below or to the side of this video to find out more.