Marketing Resort Recreation Properties

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• Marketing Resort Recreation Properties
• Gee Dunsten, CRS, RRS
• Ocean City, Maryland
• www.Gee-dunsten.com

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Resort Recreation Specialist
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Top 3 Second Home Prospect Groups

• Veterans (1922-1945)
• Baby Boomers (1946-1964)
• GenXers (1965-1982)

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Baby Boomers Born 1946 -1964
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Baby Boomers

• A. Optimism - Idealistic
• Like Investment Potential.
• Excited About Move Adventure.
• B. Team Oriented
• Like Working Sharing With Others.
• Service Very Important.
• C. Personal Gratification
• Family Friends Very Important.

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Baby Boomers

• D. Health Wellness Are BIG.
• - Motivated for Better Quality of Life.
• E. What Personal Growth.
• Believe Knowledge is Power.
• Have Invested Time Researching Real Estate
  Options.
• F. Think Young.
• - 18 Year Difference!

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Baby Boomers

• G. Work Has Been High Priority.
• Driven
• Have Done What it Takes to Get Things Done
• Want to Slow Down
• H. Involvement
• Reconnection with Family Friends
• I. Wealthiest Generation in History

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Baby Boomers

• J. What a Local Real Estate Advocate!

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Baby Boomers

• H. Service Oriented
• I. Good at Relationships
• Easy to Talk With
• J. Not Naturally Budgeted Minded
• K. Uncomfortable with Conflict As Consumer
• Will Blame Their Agent Later
• L. May Put Process Ahead of Result
• M. Self Centered
• N. Reluctant to Got Against Peers
• - Reinforcement Give Them the Scripts

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What Boomers Want from a Resort Recreation Agent

• Top Real Estate Professional
• Knowledgeable (Market Process)
• Trustworthy
• Good Listener
• Interested in My Needs

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What Boomers Want from a Resort Recreation Agent

• Easy to Communicate With.
• A Local Advocate (Has Good Connections).
• Upbeat - Fun to Be With.
• Wont Rush Me.
• Willing to Go the Extra Mile.

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9 Essential Marketing Pieces for the R R Markets

• Three letters
• After the first contact
• After the first visit
• After the contract is ratified.
• Distinctive Business Card

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2. Distinctive Business Card

• Emotionally charged.

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Business Card
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2. Distinctive Business Card

• Emotionally charged
• Laminated

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2. Distinctive Business Card

• Emotionally charged.
• Laminated.
• They must have it in their wallet or purse if
  you expect them to call you.

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9 Essential Marketing Pieces for the R R Markets

• Three letters
• After the first contact.
• After the first visit.
• After the contract is ratified.
• Distinctive Business Card.
• Information Package.

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Steves Added Value Increased Shelf Life
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9 Essential Marketing Pieces for the R R Markets

• Three letters
• Distinctive Business Card
• Information Package
• Direct mail system (minimum 6 touches
  annually)

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Are Your Cards Motivational and Emotionally
Charged?
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Another Day at the Office
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9 Essential Marketing Pieces for the R R Markets

• E-mail system using a virtual assistant
• Information Rich Web-site

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What is Your Internet Strategy?
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Cyber Resort Shopper Wants

• 1. To Compare Resort Communities.
• 2. Rentals.
• 3. Detailed Community Information
• Recreation
• Nightlife
• Medical
• Shopping
• Transportation

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Cyber Resort Shopper Wants

• 4 Weather
• 5. Housing
• 6. Money Time Saving Info
• 7. Schools

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21 Winning Resort Web Site Secrets

• Memorable address (domain name)
• Loads quickly
• Simple design
• Easily navigated point and click
• Emotionally charged
• Weather Report Local Cam
• Updated Daily Reports
• Include community, recreation, shopping
  nightlife

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21 Winning Resort Web Site Secrets

• 9. Lots of valuable information
• 10. Provide maps
• 11. Rental options
• 12. Your home is a click away
• 13. Open house schedule
• 14. Schools

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21 Winning Resort Web Site Secrets

• 15. Auto Responder
• 16. Financial options
• 17. Daily news, free reports FAQ
• 18. Preferred Partners
• 19. Link only with frames
• 20. Ability to change and update
• 21. Bookmark Us!!!

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9 Essential Marketing Pieces for the R R Market

• E-mail system using a virtual assistant
• Information Rich Web-site
• Feature Sheets
• Brochure Box
• Yard Sign

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- Two Day Course -In Miami on Oct 25 26.

• Resort Recreation Specialist