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54
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FRACTIONAL FOCUS Sales www.opp.org.uk
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FEBRUARY 2010
Y
How should What are How are How are
agents and the advantages fractional European
developers be of targeting the products buyers
marketing timeshare changing to responding to
INDUSTR
fractional?
market? meet demand? fractional?
Selling fraction-
I see Fractional We’re seeing More lead
al is not about
sales as more average fraction generation
advertising.
in tune with sizes go down occurred as
It’s about seeking networks, making
timeshare than whole ownership. The to four weeks from a quarter share, 2009 went on as people began to
introductions and having conversa-
whole process of selling four quarters which is improving the whole market. respond to marketing, and those
tions. Fractional sales people need to
is completely diff erent to a full owner- Average buyers are in their 50s and 60s, clients who had disappeared for a few
be very good at managing relation-
ship sale and I believe regular second people who don’t want much more years started to return. 2010 will be
ships and they need to understand
home brokers really struggle with it. than a month because they are work- markedly improved across the board
people’s needs rather than try to just
From what I’ve seen timeshare sales ing or want to spend more of their free on 2008 and 2009, especially from the
PEOPLE
sell them something. It’s about fi nding
people who’ve got past the mental time doing other things. We’re also see- third and fourth quarters. This is when
discerning buyers with cash who are
block of shared ownership are the ing shorter fractions of good property we’ll start to see more mid-market
looking for good value.
ones doing well. without the luxury edge. activity occurring.
Brad Lincoln,
Darren Ettridge, Lisa Migani, Peter Kempf,
The Best Group
Interval International First National Trust Company Kempf International
TION
because this is above the limit for membership by 10,000 fractional Others in the industry are far less a lot of sales,” says Darren Ettridge,
unsecured consumer fi nance but isn’t owners in the last 12 months, with positive about current European VP resort sales and service EMEA
in the super high-end where people Europe the company’s fastest growing sales levels. “We are seeing a lot of at rival exchange fi rm Interval
still have cash.” market. However, he does admit that interest from prospective developers, International. “Whilst this refl ects the
DESTINA
Turner told OPP that The Registry Europe’s share still falls behind that of but apart from Seasons, we don’t current climate, I do believe long-
Collection increased its worldwide North and Latin America. see anybody else who is really doing term fractions are here to stay. More
BUSINESS
Full due diligence completed
Construction started
OPER
Full planning permissions in place
VEL
DE
Ready to sell
Range of buying options
Mortgage finance available
Secure and competitive commissions
TING
Full agent training
ARKE
Range of partner arrangements
M
Market leading agent support
Master agency agreements available
FEB10_OPP_MAG.indd 54 28/01/2010 15:22
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