Monday, June 17, 2013

Latest ARDA Research Shows...Lots of Marketing Money Is Being Thrown Away

According to the latest ARDA research released, here's a snapshot of the average timeshare owner in the United States:

Median Age:                                      51 years old
Median Household Income               $74,000
Own Primary Residence                    89%
Do NOT Have Children at Home       64%

Today is June 17th...for an experiment, I'd love for everyone to go to a timeshare resort this morning and see how the average customer in the sales center compares to these figures.

I've said it before and I'll say it again...the timeshare industry KNOWS who their market is and KNOWS what the average timeshare owner looks like.

So why are salesrooms across the country full of people in their 30s and 40s with 3 or more children living at home?  Why are some resorts focused on people in their late 60s, 70s and 80s?  Why is the industry satisfied with a closing rate of 10%?

Do they like throwing marketing money down the drain?  Do they enjoy jacking the price of the timeshare up each year in part to compensate for these marketing costs?

If you know what your average owner looks like, wouldn't it make sense to market to those people?

No comments:

Post a Comment