MARCH 2011 |
www.opp.org.uk
OPP AWARDS AWARDS for Excellence 2010 | 59
Fractional Life Limited is a major on and offl ine brand dedicated to growing the fractional ownership marketplace worldwide.
Self-fi nanced by the owner, the company launched at the start of the recession and has grown to a relatively small team of 9 full and part-time members of staff .
Revenues from both the b2b and b2c side of the business have grown steadily and the company has always been profi table with no debt.
The company continues to launch pioneering initiatives within the sector and success is measured by attracting new clients, retaining and increasing existing client spend year on year to maximise profi tability.
Best Media Brand Gold medal winner:
Fractional Life
Fractional Life came into being in December 2006, when founder Piers Brown launched a lifestyle brand dedicated to growing the fractional ownership marketplace. Piers, who had just fi nished an MBA thesis on fractional ownership, had been working at a fractional car club and saw the potential for a “one-stop shop” web portal which explained the fractional concept to consumers and gave them access to operators across the sector. Fractional
Life.com now has 19
different categories including fractional property, destination and PRC clubs, aviation, boats and yachts, classic and supercars and more.
The site is the most comprehensive for users looking for help and advice, and purchase information from over 300 fractional operators.
The site has gone from strength to strength, keeping abreast of the latest developments such as video streaming and social media, and its visitor numbers have refl ected the site’s relevance as consumer awareness of fractional ownership grows. Here are some of the latest fi gures: • 11,720,664 average website hits per 12 months • 1,688,378 highest hits in a month (July 2010) • 976,722 average website hits per month
• 11 average page views per visit* • 17.3 average minutes spent on site* * Source:
Alexa.com In 2007, Fractional Life launched
the Fractional Life Expo, the world’s fi rst multi-sector consumer exhibition dedicated to fractional ownership. Held at Broadgate Event Venues
in the City of London, the Expo is free for attendees and provides an opportunity for fractional developers, agents and other operators to interact with high-net worth individuals – the Expo venue is within a fi ve- minute walk of more than 150,000 high earning City workers, directly opposite UBS and Henderson Asset Management, amongst others. The Expo is backed up with
a comprehensive web and PR promotional push, along with a London Underground campaign featuring ads at 70 Central London tube locations.
Now in its fourth year, the 2010
event took place on September 13 to 15. As well as the chance to research fractional products, the Expo attracts walk-up visitors by providing competitions, interactive features (golf putting greens etc), entertainment such as music and fashion shows, and canapés from leading local restaurants. During the first two years of
operation Piers realised that not only were consumers in need of education about the fractional ownership concept, but the European real estate community, which was already seeing the first effects of the recession and was looking to fractional ownership as an potentially attractive business model, were also unaware of the model’s fine details and variety of structures. To fi ll this gap, the fi rst Fractional
Summit was held in London in 2008. Europe’s only dedicated fractional property b2b conference provided delegates a host of industry experts – many of whom had fl own over from the US, where the fractional real estate industry is much more established – giving advice ranging from the very basics to specifi c issue-based seminars. In 2009, the event was extended to two days, and attracted more than 210 delegates from 24 countries, while 2010 saw around 270 delegates.
Rather than mimicking the format
of other real estate conferences, Fractional Summit has always looked to bring in topics and speakers from related sectors who can give the property audience a competitive edge. Thus far, these have ranged
from experts on multi-language SEO and website translation to a Google representative speaking on the importance of video streaming to online advertising. In 2008, the Fractional Life Awards were launched
“An interactive buyers’ panel gives delegates the chance to quiz purchasers about their
motivating factors”
at the Summit, featuring three categories, one of which is voted for by the site’s readers. The success of the European Summit, along with obvious growing interest in the fractional sector, has prompted the company to branch out in 2010, with the launch of Fractional Summit USA (August 31 and September 1st, Miami) and Shared Ownership Fractional Summit Middle East (November 23 and 24, Abu Dhabi).
Both events have content tailored
to their specifi c region. The Miami conference features seminars on the future of destination clubs and converting stalled condo projects to fractional ownership, as well as an industry fi rst – an interactive buyers’ panel which gives delegates the chance to quiz purchasers about the motivating factors behind their purchase and how they found the buying experience. The UAE conference will be the
first to branch out from property by including seminars on the fractional jet and yacht sectors. It will also feature content on Shariah- compliant financing. Further enhancing its offer to the
fractional property industry, in 2010 the company launched Fractional
Trade.com, the fi rst b2b online networking and information resource for fractional real estate professionals. The Fractional Life brand can offer
its advertisers a multi-strand strategy to reach potential buyers, with bespoke packages of web advertising and listing, exhibition stands, email shots to the site’s monthly newsletter database of circa 32k subscribers, event organisation and b2b conference speaker opportunities.
Expo | the world’s fi rst multi-sector consumer show dedicated to fractional ownership
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