“I advertised one of my summer houses on tripadvisor’s Holidaylettings.com
for £49/night, it appeared on their site for holidaymakers to pay £81.40/night.
(over a 60% increase on my price) I placed it with Owners Direct at
£49/night it appeared on their site at £54.64/night. (almost a 10% increase
on my price)” Some properties had a 20% addition to the owners’ price.“
It seems as though when a small company grows to form any kind of threat
to the monopoly players they are simply bought out. It became obvious
that this market was controlled by just a few companies. The property
databases becoming more and more overpopulated by the companies they
had taken over and by allowing other massive companies to add their
thousands of properties to the already oversubscribed databases. We
were crying out for a sensible alternative provider that simply dealt
solely with real
owners and didn’t allow agencies and other companies
to overload their database. A company was needed that
connected holidaymakers directly,
by phone, with holiday-home owners as had happened in the past. It was
clear that many other holiday-home owners, like us, were not happy with
losing control over renting their properties or with the changed arrangements
for them and their holidaymakers.
Critical measures therefore that we felt needed to be addressed in
the establishment of Simply Owners included:
The very first and most important dimension was to ensure that we
demonstrated that we valued our customers and actually cared about
This would be addressed by simply
applying good old fashioned British values where the customer comes
first. To do this we would need to start with the basics of recruiting,
training and remunerating the right staff to a UK service centre.
Further, establish standard operating systems and procedures for
them to work to that would ensure excellent customer communications
The next thing was to ensure that we built a search engine for both
holidaymakers and holiday-home owners that did not get overpopulated
and was very relevant to individual needs. We needed to ensure that
this was not skewed by advertisers paying extra to appear at the
top of a holiday-makers search. If a holidaymaker searched for Scarborough
the first properties to appear needed to be those in Scarborough
and not Bournemouth just because the Bournemouth holiday-home owner
was paying a premium.
This would be achieved by simply capping
the number of property listing in each area in line with demand
and treating all holiday-home owners fair and equal by having just
one flat annual subscription.
We had to ensure that holiday-home owners would have complete control
over the exact price, together with when and how, holidaymakers
would pay for their properties.
This would be achieved by simply putting
holidaymakers in immediate direct telephone contact with the holiday-home
owners. By simply keeping out of the
business between holidaymakers and holiday-home owners and not charging
any booking fees.
We needed to attract 100’s of thousands of holidaymakers to our
website to view our home-owners’ properties.
This would be achieved by simply investing
in and creating a multimillion-pound advertising campaign. Google
predicted that our marketing strategy would generate 800,000 views
of our adverts per month. That is viewings by holidaymakers who
have specifically searched for holiday lettings direct with property
There was a definite need to provide holidaymakers with a 100% payment
protection guarantee given that a cloud of distrust had now been
dispersed over us holiday-home owners by the scammers
This would be established by simply
determining tight procedures for holidaymakers to follow when making
payments and guaranteeing that process.
We had to avoid any hidden costs such as booking fees from holidaymakers.
This would be achieved by simply avoiding
any form of booking fee altogether and being very transparent with
We had to only advertise holiday-homes that are owned and cared for by individual proprietors to ensure that holidaymakers can book properties knowing they have been loved, cared for and provided by real owners or their appointed Property Manager and not agencies with their thousands of properties handed on and on to them from third party organisations.
This would be achieved by simply only listing properties that are truly owned by individual holiday-home owners and managed by A 'Property Manager' just one line removed from that real owner. We will prohibit third party companies/agencies listing their 1000’s of properties passed onto them by third parties.
This would be achieved by simply only
listing properties that are truly owned by individual holiday-home
owners and prohibit third party companies/agency listings.
We had to refrain from interfering with owners’ secondary sales
such as insurance, car hire, airport transfers etc.
This would be achieved by simply prohibiting
any third party sales such as insurance, car hire etc on our web-site
We had to give holiday-home owners the ability to budget and plan
for future years knowing what future costs would be and reward loyalty.
This would simply be achieved by pegging our fees for 3 years from the date of subscription.
We had to provide holiday-home owners with the confidence that they
are not going to place their business with a company only to find
that in a few years’ time that company would cash in and sell out
on them to the monopoly players.
This would be achieved by simply making
and keeping the public promise that the company would never sell
out to the monopoly players whatever the price.
From this you will gather the name of our business had to be
With a mission to only deal with real owners and operate with Simply
- No nonsense providing first rate customer care.