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Bennington Properties Marketing

Transformed Bennington's marketing to reclaim 15% Direct conversions and 45% in transaction fees.

Bennington Propertiesarrow-up-right is a vacation rental and property management company in Sunriver, Oregon.

I transformed Bennington's marketing by:

  • Writing new video scripts and website copy

  • Designing new front-end wireframes in Adobe XD

  • Developing the new front-end of the website using Elementor in WordPress; using plug-ins to set-up and manage redirects and SEO

  • Directing and collaborating with a freelance Back-End Developer to build and launch a new Booking Engine

  • Collecting and monitoring heat-map data and qualitative user feedback using HotJar

  • Creating and managing a quarterly technical roadmap to improve UX through new website and Booking Engine features, bug fixes, and onsite microcopy

  • Supervising the project timeline and providing feedback to the Back-End Developer for building a custom Homeowner's Portal

  • Collaborating with key stakeholders to develop journeys (landing pages, lead magnets, personalized videos, email campaigns) customized to business goals

  • Planning, building, managing, and optimizing paid search campaigns to increase direct revenue and leads

The new Bennington Properties website launched early February 2021. After 90 days, bounce rate decreased and time onsite increased significantly:

Date Range
November 2020 - February 2021
February 2021 - May 2021

New Users

36,449

38,562

Bounce Rate

50.29%

37.70%

Pages / Session

3.75

6.68

By the end of Q1 2022, multiple KPIs doubled YoY:

Date Range
February 2021 - August 2021
September 2021 - March 2022

Conversion Rate

0.45%

1.08%

Reservations

540

1,204

Direct Revenue

$1,363,604

$2,827,520

In January 2022, I took over Bennington’s AdWords management to reprioritize paid search as a Direct channel. Within 90 days, attributed conversions increased 860%+:

Ultimately, the increase in conversion rate and Direct reservations resulted in a positive 15% decrease in marketplace sales and 45% decrease in marketplace transaction fees.

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