In the competitive world of hospitality, achieving growth and ensuring a smooth ownership transition after selling your inn can be challenging. The White Doe Inn, a historic bed and breakfast on North Carolina’s Outer Banks, stands as a testament to what expert bed and breakfast marketing and brokerage services can accomplish. Through the collaborative efforts of White Stone Marketing and White Stone Brokers, this iconic property experienced remarkable success and a successful sale. Keep reading for a detailed case study on how we made it happen.
An Historic Gem in The Outer Banks
The White Doe Inn, a storied bed and breakfast located on Roanoke Island in Manteo, NC, has been a beloved destination since 1897. Listed on the National Register of Historic Places, the inn boasts nine beautifully appointed guest rooms with luxurious amenities and private balconies. Its charm and history also make it a sought-after venue for intimate weddings and elopements.
Our Journey with the White Doe Inn
A Timeline to Success
- August 2019: White Doe Inn partners with White Stone Marketing
- December 2020: Launch of a new, beautifully designed website
- December 2021: Total revenue increases by 37%
- August 2022: Listed with White Stone Brokers; business sale price increases by 60%
- January 2022: Final L.O.I. presented for acquisition.
- June 2024: Successful sale and transition of the property
“The new website was a pivotal element in our strategy. Its fresh look and updated branding effectively communicated the unique charm and high-end experience of the White Doe Inn.” – Kelly Garbarino, Director of Client Strategy, White Stone Marketing
Overcoming Challenges with Strategic Solutions
When the owners of the White Doe Inn partnered with our boutique hospitality marketing agency in August 2019, they were navigating a highly competitive market already oversaturated with vacation rentals competing for their same guests. The onset of the pandemic added further complexities, requiring the Inn to adapt its business practices and messaging. Our team was there to support and guide through these challenging times, allowing them to not only endure but thrive.
Comprehensive Marketing Approach
- Aggressive Marketing Program: White Stone Marketing implemented a robust marketing strategy, incorporating search engine marketing, paid advertising, email, and social media campaigns, to elevate the Inn’s online presence.
- New Website Launch: In December 2020, a new website was launched with updated branding to differentiate The White Doe Inn from its competitors.
- Focus on Organic Growth: Marketing efforts centered on increasing organic search traffic to boost online reservations and drive revenue. In the first year, Google organic traffic increased by 69.87% and online revenue rose 89.56%.
Transformative Growth & Unlocking Potential
Rising Revenue and Property Valuation
The digital marketing efforts yielded significant results:
- Revenue Growth: By December 2021, total revenue had increased by an impressive 37%.
- Property Valuation: The asking price for rose by over 60%, from $1.625 million in 2016 to $2.58 million in 2022 when listed with White Stone Brokers.
Successful Sale and Seamless Transition
In June 2024, White Stone Brokers facilitated the successful sale of the White Doe Inn. Despite a challenging lending environment, the team was able to assist and accurately showcasing the revenue potential of the property, guiding it through a successful due diligence process. The transition to the new owners, represented by Bushnell and Associates, while not without its hitches, was able to stay on target and change hands in time for a busy summer season. The new owners are excited about the property’s future and plan to add a luxury bridal cottage and enhanced culinary offerings. They have chosen to continue their partnership with White Stone Marketing, ensuring ongoing success.
Smooth Handovers and Bright Futures
Consultant Chris Kelly played a crucial role in the smooth transition of marketing and digital assets, ensuring a positive experience for all parties involved. His meticulous attention to detail and hands-on approach kept the process moving forward while minimizing any potential disruptions to the Inn’s operations. This seamless handover ensured that the new owners could hit the ground running, maintaining the high standards and excellent guest experiences that the White Doe Inn is known for.
To celebrate the successful closing, both parties and their respectful representatives enjoyed a dinner together, marking the start of a new chapter. Although short-lived as it was time for the new owners to handle late night grocery shopping for the morning. This celebration was more than just a meal; it was a testament to the collaborative effort and shared vision that had brought everyone together. This dedication not only facilitated a smooth ownership transition but also laid a solid foundation for the Inn’s continued success under its new ownership.
Your Partner For Success
The financial transformation and successful sale of the White Doe Inn highlights the power of strategic marketing and expert hospitality brokerage services. For property owners looking to maximize their revenue and ensure a smooth transition, our team is here to help. Discover what makes White Stone Brokers different and how we can help you reap the rewards from the business your built. For comprehensive marketing solutions, check out White Stone Marketing’s marketing plans and see how we can drive your revenue to new heights.
