Tom Ambler, Business Development Manager at Elite Dynamics (and former Caravan Sales Manager).
If you’re in holiday home or caravan sales right now, you don’t need me to tell you it’s been a soft summer. Footfall’s down, finance isn’t as easy to secure, and buyers are definitely taking longer to make decisions.
I’ve been on the sales line myself for years, and I know that sinking feeling when the season’s flying by and you’ve still got homes to move. The good news? Even in a slower market, there are smart, practical things you can do to create momentum and get those last units sold.
Here are five top tips that worked for me on park and that I see sales teams across the UK.
Stop Walking People Through Kitchens They Already Own
When sales are slow, it’s tempting to fall back on a features tour. “Here’s the kitchen… here’s the bathroom…” Let’s be honest, every lodge has a kitchen. Your buyer probably already has one at home…
What really hooks people is lifestyle. Show them the breakfast bar and talk about having the grandkids round for pancakes on a Saturday morning. Open the patio doors and say “Imagine your first coffee of the day out here, just listening to the birds.”
The spec is fine but the story is what makes someone start thinking: “This could be our place.”
🛠 Tech tip: Use EliteCRM to tag leads by lifestyle triggers like family time, pet-friendly, or investment buyers, so your follow-ups speak to what really matters to them.
Dig Into Your Old Leads and Reach Out Properly
I used to block out time every week just to go back through old leads. Not for generic follow-ups — but proper, personalised outreach.
If someone came to an open day in May and loved a particular pitch, I’d drop them a WhatsApp or quick call like:
“Hey, the lodge you looked at is still here and we’ve just added a bonus decking offer. Fancy another look before the weekend?”
That kind of personal nudge gets attention — especially when the interest was already there.
🛠 Tech tip: EliteCRM makes it easy to filter enquiries by date, pitch, or activity — so you’re not just guessing who to call.
Wrap Up Summer With a Clear Reason to Buy Now
If you’re offering an incentive, give it a story. Saying “£3k off” is fine, but saying “We’ve only got 2 units left on this development and we’d love to get you in before the season ends” makes it feel like they’re getting a bit of inside info.
People respond to a good reason, not just a discount.
🛠 Tech tip: You can build tailored follow-up campaigns in EliteCRM based on who’s shown interest in those specific models or pitches.
Make It Effortless to Enquire from Their Phone
Buyers today don’t want to fill in a form and wait for a call back and they definitely don’t want a brochure in the post. If they’re interested, they want instant answers and a quick way to book a viewing while they’re still thinking about it.
Here’s what I’ve seen work on parks:
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QR codes around the park linking to your live sales stock
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WhatsApp for instant chat — people love sending a quick message rather than calling
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Short video walkthroughs you can ping straight to their phone
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Instant booking links for viewings — remove every barrier to that next step
The easier you make it to act in the moment, the more likely that casual interest turns into a real lead.
🛠 Tech tip: My Elite and EliteCRM can capture enquiries from web, social, and QR codes instantly — and notify your team so no lead goes cold.
Stop the Sales vs Marketing Rivalry – Be Mates
I’ve worked on parks where sales and marketing barely spoke, sales wanted more leads, marketing said they’d already sent them. In a soft market, that kind of stand-off helps no one.
This is the moment to get in the same room and work the problem together:
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Share who’s enquired, visited, or clicked in the last 30 days
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Plan joint campaigns where marketing warms the lead and sales does the follow-up
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Celebrate the small wins together — even one home sold off a WhatsApp message is a win right now
When sales and marketing team up, it’s amazing how quickly momentum can build. I’ve seen parks turn a dead season around just by communicating daily instead of lobbing blame over the fence.
🛠 Tech tip: EliteCRM gives both sales and marketing the same view of enquiries and engagement, so no lead slips between the cracks.
I know how heavy a soft season can feel. I’ve been that sales manager watching the calendar race toward autumn with stock still sitting on the books. The key is to stay proactive and focus on the small wins.
Final Thoughts
A single reactivated lead, a WhatsApp video tour that sparks a visit, a guest who decides to make their holiday permanent — those moments add up. Build momentum step by step, and suddenly the season doesn’t feel quite so stuck.
The parks I see succeeding in a soft market are the ones who keep the buyer journey simple, personal, and joined up across the team. Tools like EliteCRM and My Elite make that a lot easier, tracking every enquiry, helping marketing and sales work from the same page, and letting you act the moment interest appears.
If you’re staring at unsold homes and need ideas or want to see what’s working elsewhere, give me a shout. I’m always happy to talk shop — because I’ve been where you are.