Most real estate sales professionals in “New Home” communities have a two-fold secret to success that they utilize all the time to promote the “newest community” coming to the marketplace. First, they have at their disposal the mega-dollar “advertising campaign” budget spent by the builder. More importantly, they have the ability to sell the “dream.”
While we in the club business may not enjoy their mega-dollar budgets, we can learn from real estate sales professionals and mirror their strategies of selling the “dream.”
Many of us in the Southwest Florida market go through restoration or renovation during the summer months, when the vast majority of our members have headed to their northern homes and courses. This is the time of year when we can grow grass from dirt, although not all sales cycles begin and end with the breaking of the ground. It’s a continuous cycle of building leads and generating interest so we can convert prospects into our newest members for the fall or the start of our “season.”
So take heart, even without the mega-advertising budget, you can succeed by building a relationship with the future member – we assist them with their decision to find their new “home away from home.” You are connecting them to a place where they will become part of the family of membership and a place where they will experience life’s “magical moments” – paint the picture!