Vacation Ownership Industry Articles & Whitepapers

Changing Trends and Methodologies in Modern Prospect Generation

by Chris Hornbeck, CEO, Resort Insiders
RCI Ventures Latin America

The myriad benefits of permission-based, client-friendly marketing methods are changing the way many vacation ownership companies are approaching their lead generation activities

As changing technological and cultural trends demand that the vacation ownership industry continue to diversify its lead generation activities, the space where the most attractive growth potential exists is in permission-based marketing. Marketing methods in the vacation ownership industry have traditionally relied heavily on initiating contact with the customer, either by phone, mail, or in person, and are by and large becoming less effective and legally compliant over time.

Read full article...

Treating Your Leads Right Pays Off

by Chris Hornbeck, CEO, Resort Insiders
ARDA Developments - March/April 2012

Hundreds of thousands of leads are generated every day in the vacation ownership industry for use in call center, mail, and Internet campaigns designed to identify the relatively small percentage of the population who are currently interested in previewing and purchasing a vacation ownership product. The management and treatment of those leads can have a tremendous effect, positive or negative, on sales efficiencies, marketing costs, and the overall success of a project.

Read full article...

Lead scoring: A qualitative approach to increasing sales efficiency

by Chris Hornbeck, CEO, Resort Insiders
Resort Trades - November 2011

The sales and marketing apparatuses of the vacation ownership industry are, by and large, models of inefficiency, historically relying upon broad-based marketing techniques and using internally agreed-upon sets of qualifications to determine customer suitability. Multitudes of people who may or may not fit said qualifications, which are usually based solely on age, income, and marital status, are led through an elaborate set of sales funnels and marketing processes with the hope that a significant number of "qualified" prospects are retained long enough to reach a sales table. This cumbersome process continually erodes the potential customer base, step-by-step, until a few precious purchasers remain.

Read full article...

Social Media For Shared Ownership Success (Part 2)

by Chris Hornbeck, CEO, Resort Insiders
RCI® Ventures

When targeting specific demographic segments with social media, thinking outside the "company box" is a useful strategy being employed by a growing number of marketers. Most social media platforms allow the creation of profiles for non-company-based entities, communities, or interest groups, which gives the marketer the ability to create a wide range of location-based, interest-based, or lifestyle-segmented platforms.

Read full article...

Social Media For Shared Ownership Success (Part 1)

by Chris Hornbeck, CEO, Resort Insiders
RCI® Ventures

Over the past few years social media has become a vital tool in the vacation ownership industry, providing developers with a low-cost communication platform that allows for greatly improved member communication, enhanced publicity administration, and promotion of brand identity. While widely used throughout the industry, social networks like Facebook and Twitter are only now being used by resort developers worldwide for their unique engagement abilities in refining the traditional persuasion process, and in sourcing potential customers.

Read full article...

Is Google hurting your company's sales?

by Chris Hornbeck, CEO, Resort Insiders
Resort Trades M&O - July/August 2011

The field of Online Reputation Management (ORM) is emerging as a crucial business process in many industries, but in none is it as critically important as in vacation ownership, a business where sales interactions rarely conform to the traditional "research before buying" consumer model. The rise of blogs, social media, consumer opinion sites, and the coinciding increase in visibility of individual online consumer complaints have created a unique problem for an industry that relies heavily on post-sale retention and minimal cancellation rates.

Read full article...

Popular Services


Executive Sales & Marketing Consulting

Our firm draws on years of executive experience in the industry to provide effective, profit-driven executive consulting services, expert business process development, and ROI-driven sales and marketing solutions to our clients in the vacation ownership industry.

Feasibility Study/Business Planning

One of our clients' most requested services is the development of in-depth research studies, business plans, and financial planning methodologies necessary to determine profitability and feasibility of any new project.

Digital Tour and Lead Generation

Resort Insiders has a unique approach to the development of vacation ownership lead and tour generation campaigns, including innovative approaches to customer targeting, technology, training, and process management, heavily dependent on the use of cutting-edge technologies. We produce tours of all types for (minivac/fly and buy, day drive, OPC, referral, etc.) digitally, providing low risk, high-payoff marketing opportunities for our clients.