Written by Jason Becker, PGA
Co-Founder & CEO of Golf Life Navigators
eHarmony. We’ve all heard of their model or seen it on television. It’s a scientific algorithm to match-make consumers with the chance of finding true love. In fact, eHarmony, with over 15 million users, proudly states that their technology is responsible for 5% of all marriages in the United States.
Three years ago, when Golf Life Navigators was labeled the “eHarmony of golf” by GOLF Magazine, we thought that was flattering and a pretty cool comparison. What we didn’t know at the time is how right they were. Socialization and group activities are imperative to the decision tree for most consumers. In fact, we know from our research that “camaraderie” is the #1 factor when it comes to loyalty as a male club member.
Taking into consideration the importance of social expectations for consumers, we’ve been able to customize our algorithm to give added weight to these social factors. At the end of the day, we all have 18 holes and tennis courts so our engineers took the ProGuide³ to the next level, where true match-making can begin — and, not only provide a prospective member but a future loyal member.
Here you will find a generous sample size of over 2,100 buyers coming into the marketplace, their overall social expectations and/or social programming that they would like to learn or be a part of upon transition to the Sun Belt. This data is key for clubs that are experimenting with their messaging or brand appeal.
Perhaps a picture of some members “tasting wine” or taking in a “theater” production could help generate a few more prospective members that may not have considered your club in the past? I hope you find this data interesting and certainly encourage you to use it for your benefit when marketing all your club has to offer.
