Creating new leads for Away Resorts

It might be fair to say that lead generation campaigns can sometimes be...well...a bit dry. But why? With the right strategy finding new leads can be both great for your bottom line and give your team a chance to get creative. When Away Resorts asked for our support to drive new leads with a questionnaire, we knew this was one of those opportunities.

Defining the questionnaire

With Away Resorts, we created a series of questions to assist homeowners in determining if investing in a holiday home was right for them. These questions were carefully written to help the audience explore their level of interest, but also to provide the sales team with information about the participant’s level of interest in ownership. The questionnaire also provided insights into the participants preferred destinations and the type of activities they enjoy whilst on holiday.

Telling a story

Framed around the concept of ‘quality time’, our animated questionnaire takes prospective holiday homeowners on a narrative journey, from standing in the rain at the bus stop daydreaming about getting away, to piling in the car with the family and finally arriving at an Away Resorts holiday destination to indulge in a spot of sunbathing, jumping in the pool or going fishing.

In an interactive question, participants are able to construct their ideal holiday home, adding features such as an outdoor hot tub, a spare room for guests, decking and a barbecue. On completion of the questionnaire, the participant qualifies as one of three holiday maker personalities: an Experience Chaser, Memory Maker or Tranquility Seeker.

Their degree of interest in holiday home ownership is also revealed. ‘Golden leads’ and ‘curious but unconvinced’ outcomes are invited to arrange a visit to one of the Away Resorts holiday parks, while those that are uninterested are encouraged to browse holidays with the added bonus of a 10% discount. The questionnaire was shared on Away Resorts' social media channels, generating new interest in holiday home ownership and driving traffic to the holiday homes website.