When your resort was developed, what was the story behind it? I sat in on a presentation at the spring ARDA Convention moderated by Richard Hulbert of The Hulbert Group International. The architectural firm, Hulbert Group, has developed resorts for timeshare, among the many other projects they have designed. What peaked my interest were not just their beautiful design plans and resorts but rather the creative insight they provided to build an entire destination concept. How?  They create a story. This story permeates throughout the organization so that everyone knows, shares and lives it.  The resort now has a history that peaks the interest of its owners and their friends and family. It is a living, breathing feature to sell.

So, what is your story? What is the history of your property? Was it built on a historic battleground site? Did pirates anchor in the bay?  Or perhaps it was the original stable for a royal figure. The story doesn't have to be factual. It can be whatever you desire it to be. Just be sure the story supports your design and location, and, most of all, is interesting.

Whatever the story, is your team sharing it? From the first point of contact to your telemarketer’s call and to the arrival of your new timeshare owner, that story needs to be a focus. How do you ensure your entire team is on board?

The tools you have in place will help direct the conversation. Does your marketing campaign capture your story and spark the interest of your prospect? Do you have a script in your timeshare software to which your telemarketers may reference? Does that software also allow for recordings of the call to improve call quality and conversions? If so, are you monitoring it?

When the tour arrives, are your sales people using the story as their introduction to the property? Are they pointing out certain features of the resort that support the story?  If your resort’s history is pirate-related, maybe every Thursday night there is a pirate party for children. They can search for lost treasure on the beach. Is there an element of your story in the sales process?

So, think about it. Do you have a story? Is it being portrayed consistently? Do you have the tools and procedures in place to share it?

Having a story creates a fun atmosphere not only for your owners and tours, but also for your staff. If you have the proper systems in place, your story can be the next great tale to be told. 

For more ideas, timeshare software updates and industry news please check back with us here, at SPI Timeshare Software’s blog.

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