2024 Q3 REPORT
Marketing Insights
Q3 has come and gone , and our marketing team has brought together another update on several key performance metrics for the quarter . While we are exceedingly happy with the progress we have seen with the new website since its launch back in January , it ’ s important to note that Q2 encompasses much of our high season here on the Emerald and Forgotten Coasts . As a result , Q2 historically sees far more website traffic than Q3 , our slowest season ; we also tend to see more last-minute bookings in Q3 . The quarter-over-quarter results reflect this cyclical decrease . Beyond the website , we are especially pleased with the results of our Q3 social media and paid advertising efforts — all of which you ’ ll see below .
Performance Metrics
As expected ( based on market seasonality ), we saw a 17 % quarterover-quarter decrease in total website users and an 18 % decrease in new users compared to the previous quarter . Engaged sessions also dropped by 39 %. However , targeted marketing efforts have resulted in significant growth in key digital platforms . Paid search users increased by 12 %, paid social by 34 %, and display ads by an impressive 400 %. Despite a 7 % decline in direct traffic , the optimized paid advertising campaigns have compensated by driving higher engagement from these platforms .
Social media growth has been a key focus , resulting in an additional 3,670 new followers in Q3 , bringing the total audience to 130,694 . Instagram Reels have been a successful strategy to boost impressions and video views , further expanding brand reach . Additionally , our email marketing efforts have garnered an impressive growth of 806 new subscribers in the past quarter . Increasing our ability to get your home and the communities we are a part of in front of potential guests .
The Takeaway
The decrease in traffic volume in Q3 mirrors the downturn in the vacation rental market we have seen across the U . S . However , some notable wins for our marketing efforts include an increase
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