Positioning.

Establish a clear competitive advantage.

In their classic book "Positioning, The Battle for Your Mind," Al Ries and Jack Trout concluded that, ultimately, you don't control your positioning, the consumer does. We agree. However, there's no harm in getting them started in the right direction with lines we've written like "The Nation's First Private Residence Club for the Outdoorsman" or "The Most Private, Private Residence Club on the Beach."

The rest is up to how well you deliver on that promise. Which, of course, should lead to happier owners. Which, in turn, should lead to more owner referrals, lower marketing costs, fewer resales, and an accelerated, more profitable sales pace.