I was recently contacted by a representative from Whitecap Lead Generation, (www.whitecaplg.com). All I can say is WOW!
I had a chance to speak with the founder, Justin Cutillo, who says the Whitecap system has been in development since 2006 as a response to the growth of "Do not call list" adoption. "I knew marketing timeshare tours on internet was the only solution to fill the growing gap of calling lists", said Cutillo, "The unexpected thing we found is that, if done right, internet marketing can not only fill the void, but it can cut overhead drastically by automatically collecting only quality prospects". Sounds simple but that's how Whitecap Lead Generation is changing the game. They don't produce a huge volume of leads that hardly convert to tours at a rate of 1 in 100, they provide you with short lists of people who are ready to book tours at your resort. Summarizing the company mantra, Cutillo stated, "Our goal is to give independent resorts the same high tech tools that industry leaders such as Marriott and Wyndham are using." I think they are on to something.
I tried to prod some details about exactly how the system is able to pluck the 'diamonds in the rough' from the vast internet. Cutillo didn't reveal any juicy trade secrets, but he didn't miss the chance to pitch that the process includes very granular geographic targeting. Which is not an easy task on the internet, but is a must for independent resorts that have limited marketing charters. Cutillo also implied that targeting the right demographic and psychographic was a big part of the initial collection process. Beyond marketing, the Whitecap Lead Generation team prides themselves on their constant improvements to protect their clients from an internet full of spammers and scammers. "Since we've launched the new system, not a single bit of SPAM has been passed on to our clients and if it were to we have an interface built in to notify us immediately," claims Cutillo.
Whitecap Lead Generation is also putting their money where their mouth is when it comes to their timeshare tour generation. Their payment model is on a per-lead basis, which minimizes the risk to resorts who are skeptical. My guess is that there is also a bit of sticker shock as Whitecap Leads can appear pricey when compared paying $1 or less for some internet leads. However when you consider some resorts are paying $200-$400 per booked tour, it is clear that there is immense value of, what I would coin, 'ready-to-be-booked' leads offered by Whitecap Lead Generation. When I was first contacted the representative forgot to mentioned a test program for new clients that included free leads, I didn't get more details but I'm sure they would be happy to tell you all about it, hahah.
After I spoke with Cutillo, I came to my own conclusion that the strengths in this product stem from the fact that they do everything under their own roof, (which is rare these days). Creative/rich media creation, marketing, account management and in house web development means a flawless product from tip to tail.
I'll be keeping an eye on these movers,
The Wizard
Showing posts with label timeshare. Show all posts
Showing posts with label timeshare. Show all posts
Pep Talk -
Ramblings of an Honest Man
In the modern world of marketing, change is a constant. As a kid growing up on a timeshare resort I saw my fair deal of change from the 70’s through the 90’s.
At first is started out with, “what the heck is this European stuff they call timeshare?” Then it moved on to, “Wait, you’re going to give me an inflatable boat if I come visit?” Somewhere between “while you are here let us give you a presentation” and “can we get another copy of the phone book”, reality began to set in. The “Do Not Call List” hit most of us like a ton of bricks.
Unrestricted telemarketing had always been the hammer in most timeshare resorts marketing tool bag. In many cases, the old tactics still exist as drop box programs open up new lists of prospects. Still, there is something about getting all too intimate with the good old yellow pages that I think many of us will always miss. In a numbers game it is always best to have the most tickets to scratch.
These days anybody can get on the internet and find the answers they are looking for. There is something to be said about an old fashioned argument where both sides have no proof and you still have a chance to convince your wife that motorcycles are plenty safe, but let’s leave that to another day. The point is the internet is an opportunity, not unlike the Wild West or the California gold rush. You can take your best shot and you might make it big, but you might end up on a bar stool with nothing but an empty glass and a bad case of scurvy.
As long as you make the right decisions you can choose your own destiny. The internet in the greatest marketing machine mankind has ever devised. Some of the largest sites like Google or Myspace were built on the backbone of tapping into consumers and getting inside their heads. The internet, my friends, is a gift to the timeshare industry. Most people might cringe at that thought with the complexities of online marketing and lead generation, but if you look at the industry leaders, the Marriotts and the Wyndhams of this world, you will see that I speak the truth.
With the industry consolidation at a rapid pace and the brain drain pulling some of the best talent into the leading companies, those of us at the independent resorts should not fear the web. The internet is a great equalizer. So whatever you do, don’t avoid the inevitable. Spread the good word about your organization through blogs, create online videos to get people excited, work on your site and fire up your google analytics to see how people are using it. Most of all, do not miss the opportunity to tap into the web and retake the ground you lost when Uncle Same cut your phone line. Generate tours, harvest leads, and target the sales prospects you know are out there. My best advice is keep kicking the horse until he goes somewhere exciting.
GoodLuck,
The Wizard
At first is started out with, “what the heck is this European stuff they call timeshare?” Then it moved on to, “Wait, you’re going to give me an inflatable boat if I come visit?” Somewhere between “while you are here let us give you a presentation” and “can we get another copy of the phone book”, reality began to set in. The “Do Not Call List” hit most of us like a ton of bricks.
Unrestricted telemarketing had always been the hammer in most timeshare resorts marketing tool bag. In many cases, the old tactics still exist as drop box programs open up new lists of prospects. Still, there is something about getting all too intimate with the good old yellow pages that I think many of us will always miss. In a numbers game it is always best to have the most tickets to scratch.
These days anybody can get on the internet and find the answers they are looking for. There is something to be said about an old fashioned argument where both sides have no proof and you still have a chance to convince your wife that motorcycles are plenty safe, but let’s leave that to another day. The point is the internet is an opportunity, not unlike the Wild West or the California gold rush. You can take your best shot and you might make it big, but you might end up on a bar stool with nothing but an empty glass and a bad case of scurvy.
As long as you make the right decisions you can choose your own destiny. The internet in the greatest marketing machine mankind has ever devised. Some of the largest sites like Google or Myspace were built on the backbone of tapping into consumers and getting inside their heads. The internet, my friends, is a gift to the timeshare industry. Most people might cringe at that thought with the complexities of online marketing and lead generation, but if you look at the industry leaders, the Marriotts and the Wyndhams of this world, you will see that I speak the truth.
With the industry consolidation at a rapid pace and the brain drain pulling some of the best talent into the leading companies, those of us at the independent resorts should not fear the web. The internet is a great equalizer. So whatever you do, don’t avoid the inevitable. Spread the good word about your organization through blogs, create online videos to get people excited, work on your site and fire up your google analytics to see how people are using it. Most of all, do not miss the opportunity to tap into the web and retake the ground you lost when Uncle Same cut your phone line. Generate tours, harvest leads, and target the sales prospects you know are out there. My best advice is keep kicking the horse until he goes somewhere exciting.
GoodLuck,
The Wizard
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