The world’s most read independent trade publication for the shared ownership industry has now launched a test version of its new online social media business forum at http://www.theperspectivemagazine.com/forum/

Described as a cross between the discussion attributes of LinkedIn and the functionality of Twitter, this innovative “live update” site is another industry first from Perspective International Ltd and backed by their B2B publication, is expected to grow rapidly into a useful resource and communication platform for timeshare and fractional ownership professionals to discuss anything related to their industry, share thoughts and ideas with others and learn from each other’s expertise, knowledge, successes and failures.

This online forum is the first in a series of social media products and services set to be released in 2010 by Perspective International Ltd specifically designed for the shared ownership industry and mark the beginning of another year of accelerated growth.

Perspective International Ltd first published their trade publication in 2005 and since then has grown to be the industry’s most read independent monthly publication globally with more than 21,400 print and online subscribers. February 2010 will see an additional version of the award winning publication launched – Perspective Magazine North America; specifically focusing on the USA, Canada, Mexico and Caribbean regions.

2009 also saw the launch of the first globally recognized consumer publication focused on the purchasing and ownership of timeshare, fractional ownership and resort real estate, which is now available in selected hotels, resorts, supermarkets and first class airport lounges around the world and is now generating direct sales enquiries for developers from its print and online components and strategic brand alignments.

For more information on advertising and editorial opportunities visit www.perspectiverates.com

Citadel Trustees Ltd (Citadel) is pleased to announce that it has recently entered into an exclusive Mutual Co-Operation Agreement with Best Group, thus enabling the company to expand its B2B services to a much wider developer client base.

Christopher Allen, Director, commented “Citadel is very proud to have entered into such a strategic alliance with Best Group due to the close underlying synergies between both companies and this new relationship will allow us to not only offer our bespoke Trustee and Stakeholder Services to a much wider market, but also enhance the process through which a developer will be able to offer his fractional product to the
market”.

Citadel and Best Group have been closely examining the Fractional market for considerable time now and have identified the need for a one-stop service, which offers a professional and cost effective package of key commercial, legal and trustee services to real estate developers looking to enter the Fractional market. This unique service will in essence mean, that once Best Group has taken the developer through the initial commercial feasibility phase, then Citadel will structure the legal framework for the project making it a more streamlined and cost effective process, giving greater credibility to the fractional product as well as enhancing its operational efficiency.

Best Group, www.thebestgrp.com, which at the recent 2009 OPP Industry Awards received the Highly Commended accolade in the category of OPP Best Fractional Service Award 2009, holds a prominent position in the Fractional market where it is highly regarded for its services to real estate developers, particularly in Europe, the Caribbean and Central America.

Brad Lincoln, CEO Best Group commented: “We are really pleased to be able to offer fractional structures and trustee services for fractional developers through this partnership with Citadel Trustees. Citadel has an excellent reputation in the market and a team with decades of experience worldwide. Being able to project manage the entire setup of the fractional scheme with a trusted partner will enable us to help developers get to market more quickly and cost effectively, using the experience of a strong team backing them”.

Citadel Trustees Ltd., which is also authorized and regulated by the UK Financial Services Authority, is a fully owned subsidiary of Hutchinson & Co Trust Company Ltd. which has been operating for twenty-five years, and was formed as a specialist Trustee with a principle focus on emerging products, in particular those requiring stakeholder and escrow activities, as well as Hotel buy-to-let schemes and other leisure related
investment products. Citadel operates its Head Office out of Camberley, Surrey and has branch offices in Spain, Thailand, India and China. For further information about Citadel, please visit www.citadeltrustees.com

Alternatively, contact Christopher Allen, Director of Client Services and Business Development, by email at
chrisallen@citadeltrustees.com or, call the company’s UK Head Office +44 (0) 1276 482015/16.

By David M. Disick, Esq.

This Paper briefly summarizes the following techniques in marketing and sales that can maximize success:
1. State-of-the-art web based programs
2. Public relations/Strategic branding alliances
3. International marketing
4. Local broker programs
5. Some marketing and sales strategies

State-of-the-Art Web Based Programs
The Internet has evolved into a superior international marketing tool for maximizing results and minimizing costs. Webbased programs should be designed to reach out to the luxury and fractional community of brokers, agents, and prospective purchasers internationally; nationally; in the specific locales where the target audiences reside; and segmented by critical clusters of aficionados of particular venue types (such as metropolitan areas, mountains, beaches, golf and wine country).

Underlying these elements is the use of leading edge Internet and social network marketing methods to create an unprecedented international marketing reach. Leveraging Web 2.0 Internet marketing methods enables global reach, in contrast to the limited reach of traditional marketing methods and at a fraction of the cost of traditional marketing.

B2C Marketing Strategies.
The internet is a superb international marketing tool for directly reaching our target market, high net worth purchasers, in greater numbers, with greater precision, in a timely manner and with economies of scale. Listings can be syndicated globally on dozens of B2C websites. Distributions of listings over most Internet channels is virtually instantaneous. Regular reports can be generated so that the visits each property gets on each of these channels can be monitored. All listing brokers can display listings in multiple languages on their broker websites.

B2B Marketing Strategies.
One can maximize the use of the global referral network and international MLS, Proxio. Proxio, launched in April 2008, already has registered more than 1,700 agencies in 54 countries. Proxio will enable each local broker to form a global referral network with their peers in 50 states and 50+ countries. This will quickly put listings in the hands of thousands of potential referring agents who represent willing and able domestic and foreign buyers. All listings will be displayed in multiple languages on this platform.

Selecting brokerage firms to list properties based on their company’s global network of agents is another B2B strategy. Choosing different companies will maximize the potential for cooperation and synergy between companies that could result in greater sales volume for each company.

As a condition of listing properties, one should require that the brokerage firms invite their entire roster of international agents to attend webinars about the procedure for, and commission benefits of, selling luxury fractionals. The webinars will be promoted to all agents in each marketplace. The events will be recorded so that those who were unable to attend can be contacted again with a link to the recorded events. Listing agents can also use the webinars as a marketing tool to reach out to agents within their own firms. Further, the recorded webinar can be permanently featured on a number of luxury and fractional websites.

Web 2.0 Marketing Strategies.
Dozens of Web 2.0 marketing strategies executed simultaneously can compound the effectiveness of traditional local marketing by brokers, and the B2C and B2B strategies. Web 2.0 strategies include: Article distribution, optimized web PR, blogs, social networks, search engine optimization, and measurable Pay-Per-Click ad campaigns and web banner advertising.

Public Relations/Strategic Branding Alliances.
Public relations is an especially significant part of a luxury fractional marketing program given the national, and international, focus on fractional real estate ownership. Public relations initiatives can have three major elements. The first is to capitalize on the performance of luxury fractionals in the current market by showing how the particular project can take advantage of that performance. The second is a professionally planned “launch” reaching out nationally, internationally, and locally in appropriate venues via the web, print coverage, and local events on properties, inviting local brokers and opinion makers to attend.

The third is strategic alliances with synergistic luxury businesses, cultural institutions, and fine educational establishments. There are a number of luxury and fractional networking organizations that regularly meet with presentations of state-of-the-art marketing and sales methodology. Participating in these organizations can not only keep one abreast of effective techniques, but provide a platform for strategic branding alliances with luxury brands in various categories that can add to project credibility.

International Marketing
The interest abroad in fractional projects has grown exponentially in recent years, especially in Europe. There are a plethora of experienced foreign marketers with networks throughout the European continent and the Middle East. Affiliating with one of these networks can enhance marketing and sales success.

Local Broker Programs
While this Paper emphasizes utilization of the Web, one is well advised also to effectively utilize the local brokerage communities.

In addition to the dedicated brokers for one’s project, one should also institute programs to directly involve the entire local brokerage community such as:
• Focus group programs for top performing brokers
• Training sessions
• Periodic newsletters to the local broker community
• Invitation only open houses held on one’s property catering to selected area brokers and their clientele

Some Marketing and Sales Strategies
A digital format should be utilized for most marketing materials. Printed materials are expensive, bulky and difficult to adjust to the evolving needs of sales and marketing. Initial costs for digital are an investment that can be utilized in Webbased initiatives, print material and media publications, and over the course of the offering, can be adapted to the ongoing market input.

It is a proven fact that the average prospect requires three exposures to any given marketing directive to get their attention. With digital, one can create numerous ways to reach out to prospective purchasers in a costeffective manner, shorten response turnaround time, and create market updates such as digital client testimonials, portfolio updates, well known spokespeople, and additional lifestyle amenities. Print can be utilized in small discretionary pieces for on site sales handouts, mailings to selected prospective purchasers, and transmissions to magazines, newspapers, and other media.

A sophisticated strategy in the nature of an “invitation” and not a sales pitch should be utilized. “Selling” will not occur in the traditional sense but will be a subtle, deliberate hierarchy of information to be implemented through carefullyplanned contact points.

Every aspect of contact points should form an integrated whole reflecting the quality of one’s properties. From the tone of answering phones, to website experience and reservation structure, the style of all materials and demeanor of all representatives all build a holistic message. Each contact point should be meticulously tooled to avoid the sense of “selling” and boilerplate marketing which treat consumers interchangeably.

One can plan tailor made presentations to specific lifestyle profiles. All affluent prospects don’t react in the same way. For example, the presentation to a conservative private banker advising wealth clientele would be different than a presentation to an aggressive hedge fund manager.

Readers who wish to learn more may contact the author at +1 4356599738 or ddisick@msn.com. Mr. Disick is among the pioneers of the fractional vacation home industry with his development of Franz Klammer Lodge in Telluride, Colorado in 1994. He is President of David M. Disick & Associates.