DanWest is a holiday letting agency for property owners. They exclusively offer holiday homes on the west coast of Jutland, with more than 500 properties available for rent all year round. WeMarket was brought in when DanWest wanted to attract even more homeowners to use them as their letting agency. However, due to the Coronavirus pandemic, we had to change strategy – and quickly!
The vast majority of DanWest’s lettings are to German customers. So, all warning signals went off when the border between Denmark and Germany was closed as a result of the Coronavirus in March 2020.
Overnight, DanWest faced a significant risk of losing all their bookings and with that, most of their peak season income. DanWest’s marketing setup was geared towards the German market with German partners, and was therefore not equipped to target the Danish market.
At the same time, there were political challenges, where the Prime Minister advised staying at home and avoiding stays in holiday homes.
Through our joint discussions, we clarified that the market for holiday home rentals in Denmark could really take off for two reasons – despite the political challenges:
1: Danes were compelled to stay at home and spend their summer holidays in Denmark
2: The options for a summer holiday in Denmark were limited to day trips, camping – or indeed, stays in holiday homes.
In collaboration with DanWest, we developed a new strategy to shift focus from attracting more homeowners and letting via Germany to letting holiday homes to Danes.
Our recommendation was to reallocate the budget from marketing activities in Germany to two channels in Denmark:
Google & Facebook
We reviewed their existing Google Ads account and identified many opportunities for improvement. Coupled with an expectation of high demand for holiday homes in the Danish market, we saw great potential. Anticipating an exceptionally strong Danish market, we also took advantage of broad advertising (reaching out to the market) on Facebook.
We were confident that we could inspire potential customers to book a holiday home through DanWest. Our plan became clear: more campaigns on Google to meet increased demand, combined with broad Facebook advertising to capture wider interest.
Udover gode resultater i Påskeferien, Store Bededagsferien, Kristi himmelfartferien og Pinsen kunne DanWest allerede i uge 23 melde udsolgt af sommerhuse i højsæsonen. Fra 1. marts 2020 – 30. juni 2020 blev der skabt over en 6-dobling i omsætning gennem deres danske hjemmeside.
Derudover skal bestillinger via telefon og mail (uden om hjemmesiden) medregnes som afledt effekt af indsatserne.
Alt i alt: Et agilt samarbejde der resulterede i, at en dansk virksomhed kom sikkert igennem Corona-krisen.
Besøg DanWest og se deres hyggelige sommerhuse her.
Som I kan se på ovenstående graf fra Google Trends fik vi ret:
Efterspørgslen på sommerhuse var mere end fordoblet i forhold til 2019.
Bookings via the website
Website visitors
Time taken to achieve a sell-out in the peak season
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