Vacations.

It's the business we're in.

An early client of ours insisted that we are not selling real estate, but we are selling Great Vacations. He is right, and we've never forgotten it.

For the qualified prospect, the financial transaction of purchasing resort real estate is secondary. If good value exists it is the emotional transaction that is at the forefront. That's why we communicate in terms of family, legacy, heritage, "quality time left," multi-generational experiences, relaxation, rejuvenation, value, and most of all, fun!!

How to do this? Put the prospect in the picture. Invest in great photography, emotional copy, visually-stimulating websites and stirring music to set the stage. Let the sales staff get to the left-brain details later.