The Real Pain Points in the Holiday Home Industry — And Why Genuine Marketing Matters More Than Ever
The holiday home and leisure park industry is full of beautiful locations, well-designed homes and lifestyle opportunities — yet many operators still struggle to connect with the right audience.
The problem isn’t the product.
It’s how it’s being presented.
The Challenges the Industry Faces
Over the years, we’ve worked closely with holiday parks, developers and operators, and the same pain points come up time and time again.
1. Lack of trust from buyers
Potential owners are cautious. They’ve seen over-polished adverts, generic stock imagery and marketing that feels too good to be true. When everything looks perfect, nothing feels real.
2. One-size-fits-all marketing
Too many parks look the same online. The same phrases, the same visuals, the same promises — which makes it hard for buyers to understand what actually makes one park different from another.
3. Disconnect between marketing and reality
Buyers arrive on park expecting one thing, only to feel something completely different. That gap damages confidence and slows down decision-making.
4. Social media that feels forced or salesy
Audiences are more switched on than ever. They can spot hard selling instantly — and they scroll straight past it.
Why Traditional Marketing No Longer Works
The industry has relied for years on brochure-style marketing: perfect skies, staged interiors and scripted messaging. While there’s still a place for quality presentation, buyers now want something more important:
Honesty.
They want to see what life actually looks like.
They want to feel the atmosphere of the park.
They want reassurance, not pressure.
Our Approach: Genuine, Positive, Lifestyle-Led Marketing
We believe the strongest marketing in the holiday home industry is real, human and positive.
That’s why our approach focuses on:
Authentic photography and video
We capture parks, homes and surroundings as they truly are — in real light, real conditions, with real details. Not stock images. Not over-edited visuals. Just honest representation.
Lifestyle, not just property
People aren’t buying square footage — they’re buying a way of life. Quiet mornings, friendly neighbours, walks by the lake, dogs on the decking, coffee in the sun. Our content reflects that.
Positive storytelling on social media
Instead of hard selling, we help parks show up consistently with content that builds trust: community moments, seasonal changes, behind-the-scenes glimpses and real experiences.
Consistency over campaigns
Buyers rarely act on one post or one advert. They watch, observe and absorb over time. Strong visuals paired with consistent messaging create familiarity — and familiarity creates confidence.
The Result: Better Conversations, Not Just More Enquiries
When marketing feels genuine:
Buyers arrive informed and reassured
Conversations are warmer and more productive
Expectations match reality
Trust is built before the first visit
That’s when marketing stops feeling like “selling” and starts supporting the business properly.
A Better Way Forward for the Industry
The holiday home industry doesn’t need louder marketing.
It needs truer marketing.
By showing parks and homes honestly, positively and consistently, operators can cut through the noise, stand out for the right reasons and attract buyers who genuinely align with what they offer.
That’s the kind of marketing we believe in — and the kind that works.