What can Hefler International help you achieve?

Information Power

Using data-driven analysis, we can provide you with practical advice to help your sales and marketing team find the right customers, understand their need, and convert them to transactions.

Identify and solve specific problems

Sometimes you're too close to a marketing or sales problem inside your organization to identify it. You need an expert viewpoint, well versed in the nuances and challenges of the timeshare industry, to identify the issues and come up with viable solutions. Our expertise can help you overcome your most difficult challenges.

Educate and motivate teams

If you want your company to enjoy continued success, you need to remain constantly up to date on new technologies, best practices, and techniques that affect the industry. We can share these insights with your employees and help them stay competitive.

Discover new business opportunities

With untapped local and global opportunities, we can help you with that game plan to take your business to the next level.

 

Build a shared ownership (timeshare) brand

 

Establishing a brand in shared ownership is in some ways like building a brand in hospitality or any other form of travel and leisure.  There are both initial and ongoing creative considerations as the product is often marketed and sold before the product is tangible.

Each type of ownership segment has its own brand image that includes brand attributes (such as high quality, friendly, warm, luxurious, comfortable, etc.) and brand associations (such as leisure destination, well-designed, Mediterranean style, Water Park, etc.)  In other ways, branding shared ownership is dramatically different because it is influenced by consumer understanding and acceptance of a complex offering.  In addition, brand messages are “regulated” by governmental agencies and impacted by laws such as Do Not Call and the CAN-SPAM act.

A brand strategy is needed to plan for the systematic development of the brand to enable it to meet the developer’s objectives. The strategy is based on the brand's vision and driven by differentiation and consumer appeal. The brand strategy should influence the total operation of the development to ensure consistent brand behaviors and brand experiences throughout the property.  A brand strategy is often described with clear action words such as build, leverage, expands, establishes, etc. and includes a position, a promise, and a personality.

Presenting a visual identity and message to consumers is a key to creating awareness of the ownership product offerings.  Brand identity will initially need to differentiate your vacation products from the competition.  It is also essential to your vision for growth.  This part of the process requires consumer profiling and understanding targeted demographics (age, income, geography), and psychographics (lifestyle, attitudes, motivations, behaviors.)

Initially, the establishment of brand identity is done through a process of brand messaging, logo development, and collateral planning. The brand message needs to be clear and consistent across all communications and touch points.  Brand evolution is likely to happen as you add new products and services.

Particularly critical in the early stages is online branding.  The Web is your immediate and continual face to the world.  This is where your brand message can grow and spread globally reaching millions of consumers and the media. 

With timeshare and shared ownership products, all marketing efforts must comply with individual state laws governing the sale of deeded real estate interests.  This generally impacts all branded messages and pieces.

In planning out a brand playbook, there are multiple functions of brand marketing specific to shared ownership.  These are the areas where Hefler International can help a resort developer with brand integration.