Ms. Bohrod

Social Media & PR

Effective Public Relations for Private Residence Clubs and Fractional Properties

By Georgi Bohrod, Principal, GBG & Associates

A key factor in the expanding niche of vacation options is a coherent and targeted public relations strategy designed to strengthen the identity and position a Private Residence Club (PRC) or Fractional Vacation Real Estate Property. Fractional Properties and Private Residence Clubs differ from resorts and hotels in that the challenge is not to get some one to spend a couple of nights at a hotel, but to purchase a membership or real estate.

With that in mind, let us consider the primary aim in a sales supporting PR effort. The goals encompass:

• Increasing attention and presence for the purpose of building brand name recognition and promoting sales
• Capitalizing on the desirability of the project's locale and building on the area's destination appeal
• Identifying geographic and demographic components for marketing
• Expanding the knowledge and benefit recognition of Fractional Vacation Homes and Private Residence Clubs in the target market areas
• Garnering editorial support with influential media ranging from travel and real estate editors to regional and daily publications Initially we put our sights on three significant arenas: specific geographic targeted areas, the real estate industry and the travel industry.

Secondarily, to increase Search Engine Optimization we include local and regional PR components to build web traffic. Using local media increases on-line exposure and building alliances with the local visitors' bureau and regional tourism boards further bolsters these results.

Within each arena, various avenues and vehicles of communication are employed to establish brand recognition for the resort and/or project. This brand identification is enhanced through an educational campaign to the general public through portals such as national and regional media, hospitality trade publications, potential marketing alliance partners, and real estate brokers and agents.

Part of any public relations plan is to develop core message points. For instance, our message for an Eco-Elegant resort in Mexico is: The resort ground breaking, forward thinking company, premiering in fully functional and beautiful sustainable design providing fractional and whole-ownership vacation resort real estate in Mexico's " Hawaii." The core message for a project in Montana is: The First Private Residence Club designed for the avid outdoorsman and his family, the Ranch offers fully-deeded partial interests in luxurious, fully-furnished homes at prices that fit your lifestyle.

Whatever your unique message is it must be made clearly and succinctly time after time. This will drive the right clients to your web site and support your sales efforts. The entire campaign must be designed to establish a positive platform for successful sales growth.

Vehicles of Communication

Primary vehicles of communication will vary by arena. Naturally there will always be a "mix and match" of specific techniques, publications, sources and methods. Building relationships with reporters and columnists on behalf of your endeavor is an integral part of the PR initiative in all arenas. The overall print strategy is a consistent schedule of newsworthy press releases combined with article placement and inclusion in survey articles. Electronic and internet content are also part of the mix. Follow up should be professional (but relentless) to ensure coverage.

Initially the concentric circle strategy may involve broad feature stories to be promoted to writers and editors; the next level may drill down to vertical markets. In our current Mexico project those markets include Divers/Snorkelers, Beach-goers/water lovers, and big game fishermen. The lifestyle focus in the outdoorsman's club is skewed a bit differently: Fly Fisherman, Hunting Enthusiasts, Photography Aficionados, Hikers, Private and Fractional Plane Owners. Both include travelers who already enjoy the area and retirees and baby boomers with high levels of disposable income.

A premiere tool in the PR Campaign is the "fam" trip. Familiarizing the media with your property and the benefits of its ownership structure is the best exercise in third party credibility available. This bank of writers includes free lancers, travel writers, luxury writers and real estate writers. Each will experience your environment and share it through their own lens.

Aside from the print media of daily newspapers, regional magazines, and the national press, on-line news sources will also drive viewers to your web site and into the sales process. Major wire services feature packages that zero in on particular editors; sites devoted to fractional real estate and subscription on line newsletters are all available to increase web traffic and attention.

Supportive Tools

If you have video footage available as beauty and lifestyle "B-Roll" make it available to the travel network or as part of your electronic reach out campaign. Reprinted stories as they appear in influential publications are a boon to sales executives, as displays in sales rooms and direct mail marketing campaigns.

To increase search engine attention utilize the hospitality, real estate and shared ownership trade press. The consistency of positive press showing success, milestones reached, testimonials, growth through the hiring of personnel and articles penned by key management will support the overall credibility of the company and the particular property.

Special Events

Grand openings, local receptions hosted company parties for influential leaders and opinion shapers will help shape public opinion as the concentric circles of influence grow and sales continue to increase. There may be local or national celebrities with natural affinities to your property who can be pernotsuaded to endorse the project or at least participate in testimonials that can be used in other forms of PR to assist direct lead programs.

In conclusion, keep your primary sales goals in mind. Any PR strategy undertaken for a Private Residence Club or Fractional Property must support sales. All the pretty pictures and words are no good unless there are measurable results.

Georgi Bohrod, RRP leads a consortium of writers, media specialists and graphic designers at GBG & Associates. GBG specializes in the integration of multiple marketing and public relations strategies to fulfill client business goals. The company has implemented marketing, advertising and public relations programs for hotels, timeshare resorts, resort developers, small businesses, service providers and travel industry corporations. Under the leadership of Georgi Bohrod, the company has won countless awards for collateral material design, interactive media design and public relations. Ms. Bohrod can be contacted at 760-803-4522 or georgi@georgibohrod.com Extended Bio...

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