HomeAway Turns Its Sales Model into Hot Property with VisualizeROI
HomeAway, Inc. is the world’s leading online marketplace for the vacation rental industry, with sites representing over 775,000 paid listings of vacation rental homes in 171 countries. Through HomeAway, owners and property managers offer an extensive selection of vacation homes, making it easy for vacation rental owners and property managers to advertise their properties and manage bookings online. Their mission is to have every single vacation rental in the world available to everyone and to make online booking as seamless as possible.
Since the company was founded in 2004, it focused primarily on B2C sales, talking primarily with landlords who owned only one property. However, in 2010/2011, the company started gaining traction on the B2B side and the sales team required greater resources to communicate their value proposition. HomeAway’s sales reps were approaching property managers with over 1,000 properties with current marketing spend anywhere from $10-20,000 to $1 million. It wasn’t until this shift that the team realized the need for a more analytical ROI tool that could communicate the value on this level and scale.
Before VisualizeROI, HomeAway used a wide range of solutions – everything from homegrown Excel spreadsheets to screen shots mocked up in PowerPoint or Microsoft Word documents. There was never a consistent strategy; the team used whatever resource was at their disposal to communicate with their customers. Nevertheless, it was not an efficient approach and was not effectively communicating the value of HomeAway’s products or services in a visually compelling or quantitative way.