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An Industry Update From The Fall ULI Conference

By Stephann Cotton Posted in - Press on November 8th, 2016

Having recently attended the 2016 Urban Land Institute conference in Dallas, Texas, we learned some very interesting trends that were pertinent to real estate developers as we move into the 2017 season. As we enter the 4th Quarter of 2016, average real estate sales pace is down approximately 15-20%. This was surprising, as most people expected 2016 to be better than 2015. The cause of the slow down is a combination of the stock market collapse at the beginning of the year, the unusually negative election cycle, the resulting uncertainty for the future. This impacts government sectors, the financial landscape as well as international issues related to ISIS and BREXIT. There is generally a lack of urgency in the market,… Read more »

Country Club Membership Retention

By Stephann Cotton Posted in - Press on December 17th, 2013

In today’s ever-changing world of country club marketing, one aspect that every marketing director should focus on is social programming. In years past, primary social engagements revolved around golf tournaments, drinking, and eating. Today clubs are catering to a more diverse and younger audience that is interested in a variety of diverse interests therefore wellness, experiential learning, culinary events, learning engagements, and social interaction should be incorporated into every country club’s social calendar. Many clubs today are building interactive display kitchens where chefs can lead classes sharing new recipes, local farm-to-table produce, and techniques designed to keep people healthy and fulfilled. Some of the clubs have even filmed their efforts and run them on their club channel television stations. Another popular… Read more »

Country Club Membership Recruiting for the Future

By Stephann Cotton Posted in - Advertising & Media & Networking & Real Estate & Social Media on December 3rd, 2013

Today’s marketing programs for golf and country clubs must be very different compared to how we have marketed prior to the recent recession. Most clubs were originally geared towards a specific demographic and psychographic profile- the Silent Generation born between 1925 and 1942. These profiles have shifted during the downturn, which is why membership recruitment strategies must shift as well. The previously targeted buyer profile has aged, and with that the referral base has diminished. The life and future of your club depends on how well you can “young it up” to appeal to the next market. Not only will the younger market be around longer to enjoy the club, but the projected revenue stream of a 40 – 50… Read more »

What is More Important – Lead Generation or Conversion?

By Stephann Cotton Posted in - Real Estate on January 28th, 2013

“Lead generation” is all the channels used to create potential buyers. It used to be that print media generated early interest, then the lead came into the sales office and the buyers were then sold on the community and product. Oh, how things have changed! Today’s lead generation channels still include many traditional resources like brokers, signage, direct mail, events, television, public relations and many others.  But today the biggest change is online- where your website acts as your virtual sales office. Ever wonder when real estate sites receive the highest traffic? 10 PM. That’s right!  Laptops go to the bedroom and buyers begin their search. They explore, watch videos, visit Facebook pages and compare communities to decide which are worth touring. It makes… Read more »

Which “Baby Boomer” Will Be Purchasing Real Estate Next?

By Stephann Cotton Posted in - Real Estate on November 6th, 2012

It seems every planning seminar and conference for the last two decades has been about the impact of the baby boomer on discretionary real estate spending. Now, following a historical down cycle and its tremendous impact on personal savings and investment, many new questions emerge for real estate developers. Although the market segment as a whole makes for promising demographic studies based on shear volume, it takes a closer look to unveil the psychographic profile that will most likely represent the next wave of real estate purchasers. According to the U.S. Census Bureau, a baby boomer is a person who was born during the post-World War II baby boom between the years 1946 and 1964.  Over 75 million strong, the market segment includes two generations… Read more »

A Wave of Buyers Forecasted Within 18 Months

By Stephann Cotton Posted in - Real Estate on June 15th, 2011

After attending Urban Land Institute’s recent Recreational Development Panel Discussion in Phoenix, it’s clear that forecasting the future real estate markets is a hot topic in the industry. The panel was consistent in their findings: the economy has made significant improvements, but there is still a long way to go. Panel speakers reached consensus that we have definitely reached the bottom in many markets; however, there are some areas of the country that will continue to have moderate depreciation before full stabilization occurs. Unfortunately the country is still contending with challenges due to housing foreclosures and the lack of growth in the job market.  However, moving towards 2012 and 2013, the panel is more optimistic, anticipating a surge in activity… Read more »