 Overview. Differentiating resort management companies is not easy and can be crucial to the success of your investment. We believe that the key foundations of any successful resort management team can be broken into two categories 1) People and 2) Performance.
You not only want a team with experience, but complete dedication to your property or project. Simply having a strong solid management team means little if these expertise are not allocated to your direct needs.
We also believe that Performance is crucial and that the resort management partner should be accountable for it. However, when we speak about Performance we prefer to do it in the future tense. We believe that a resort management partner must always be focused on how they will achieve superior results moving ahead and not rest on their achievements of the past. We realize that the market is highly competitive and can shift on a dime. That’s why we prepare a comprehensive marketing plan and a roadmap for success and then take a proactive approach to adjusting it for change rather than reacting to it.
Below, we have outlined the essential areas of our service offering that differentiate us from the competition.
Marketing Expertise
From our inception we recognized the importance of being an exceptional marketing and sales company first and foremost. This is the foundation on which we have built our company. While we are equally committed to service excellence and professional operations management, we recognized what truly separated rental managers in the eyes of owners was bottom line performance and that this was delivered through superior marketing and brand awareness. This concept also applies directly to real estate sales as well. To simplify our marketing efforts, we break it into three fundamental groups:
- New Media
- Traditional Media
- Channel Development
 New Media
URM’s marketing foundation is anchored through new media, and more specifically, the Internet. Over the last decade the principals of URM recognized that the Web would be an exceptional medium to utilize for a destination travel marketing and management business. This medium has proven to be the largest growing industry that utilizes online services and research has indicated that more than 9 out of 10 people use the Web to research their travel plans.
URM has leveraged its vast experience in New Media marketing to deliver a cutting edge Internet advertising and marketing platform for property owners and developers. One glance at our various Web-based marketing assets is a clear indication of our dedication to excellence in this field and our visitors agree. We receive countless compliments every month on the quality, visual appeal and usability of our websites that lay the foundation for customer bookings.
| Example of URM Websites |
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However, building a visually appealing presence on the Web is just the start. More importantly, people must know that you exist, know where to find you, and when they get there they must find valuable content. With URM, you access a team of Internet advertising and content development gurus that specialize in delivering and managing one of the industry’s most comprehensive and sophisticated marketing campaigns. Like any successful marketing campaign, superior results can only be achieved through constant monitoring and adjustment to react to shifts in the marketplace and fundamental technologies (i.e. search engines).
With any new development or property, we employ what we coin as the “Ultimate Web Marketing Framework”. The purpose of this framework is to ensure that the maximum “targeted exposure” is created on the Web through the most cost-effective channels.
Traditional Media
Essential to our overall marketing strategy is the execution of our Traditional Media program. When you partner with URM, you'll leverage our expertise and involvement in the following advertising activities:
- Print collateral design and development
- Trade show attendance
- Advertisement design
- Ad placement in magazines, newspapers and radio
- Corporate and targeted home mailouts
- Fax campaigns
- Event sponsorship
Channel Development
Another essential component of our marketing strategy is Channel Development. Our vast partnerships with resellers and other forms of low cost marketing channels enable us to increase exposure and quickly introduce new product to a larger global audience in less time than competitors. Our Channel Development activities focus on:
- Developing partnership / reseller relationships with leading reservation agencies and tour operators from around the globe
- Ongoing marketing to travel agencies
- Direct marketing to Corporate Social Clubs and other similar organizations
Unlike our competitors, a big part of our channel development also exists in-house. Branded divisions such as Ultimate Rockies Vacations (www.ultimaterockies.com) and our golf and ski tour operator, Ultimate Golf and Ski Vacations (www.ultimategolfandski.com), will immediately incorporate any new URM resort into their respective marketing plans.
Operating Expertise
URM’s knowledge of both operations and related business systems has provided us the capability to efficiently handle the needs of larger developments through to individual owners. To be effective in property management a heavy reliance on information systems allows the most effective handling of rental requests translating into bookings. We also exploit our knowledgebase of vacationers acquired from our marketing channels to create viral and cross marketing efforts unequalled by our peers.
Inventory management is another area that too many rental managers ignore. URM has always ensured that our marketing programs were generating substantial excess demand before we take on additional managed properties. Many of our competitors are not rental marketing / sales focused and thus when they take on substantial property inventories they under-perform in generating the expected rental through a heavily diluted placing of renters. Our strategy is to hold moderate amounts of inventory in any single vacation destination allowing us to maintain a highly concentrated level of bookings for the owner properties we are managing.
Bottom Line
Our goal is to deliver higher returns with no hassles great service!
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