Insider: Finding the Right Affluent Buyers for Fractional Ownership
By Lawrence Hefler, Principal, BrandShares International
Mr. Lawrence Hefler
Let’s be realistic. It is an uncertain economy. For many this is a challenge. For others, it’s an unchanged opportunity. As you will read in my article "Finding the Right Affluent Buyers for Fractional Ownership" in the Hotel Business Review, there are affluent groups that are still growing and spending. How do you find these super affluent customers? Where are the people who buy what they want, when they want it? What do we really mean by the affluent buyer?
On one level it can be affluent people seeking a lifestyle for a vacation home or homes… and with the financial means to make such a purchase when they want to do so. Part of this group may be aspirational. They are not the core group. They are stepping up to something that was previously out of their reach because of the price points. They can afford a fractional (as opposed to whole ownership of a second home) but now really do have to evaluate it financially. These are the ones sitting on the sidelines today worried about the economy. Not to say that millionaires aren’t worried. Many of them probably are…especially about their financial investments.
Point is there may be a myth about “the affluent buyer.” Often times we believe we are not reaching or talking to the affluent buyer. In truth, “affluent people” may not be that elusive. They’re in specific areas. They know each other. And they talk. If there’s one observation about super affluent households it is that they want their experiences to be clearly above the rest. At the same time, they want the very best for less. Isn’t that the essence of fractional ownership?
Click here to read the full article
Sincerely,
Lawrence Hefler
Principal
BrandShares International
lh@heflerinternational.com
