Advertising is tied to results in this market. Leads mean very little, it’s about tours and sales.
Carrying cost; taxes, association fees, club dues are all being scrutinized by prospects.
The club lifestyle is not as important as saving money. The 45-55 year old, investor buyer has decreased significantly. The close “if you change your mind, you can sell it later” is gone. They were also hardest hit by wealth and job loss. Our buyers, (median age increased from 56 to 58), expect value, but can pay cash.

RPI Updates
Web traffic has passed 2000 unique visitors per day.
Web PR has been key, for credibility and database building.
The digital magazine has been instrumental in driving web click thrus to advertisers’ sites.
We have also added a tour generation element that drives appointments (500+ per show).
Each attendee is given 3 discovery vouchers attached to a calendar and map, & the CRP Guide as they enter a show.
Limited magazines are available at show, but we hold and send it 7-10 days before each show, (partially why attendance is up). Beginning this fall 1/4 page discovery tours will be listed in that issue.
Attendees are instructed that “they won’t get what they are here to receive unless they complete the process and visit communities,” “,,,and each ex. has arranged a discovery tour to make it easy and fun to explore.” Exhibitor’s discovery package is posted on-line, printed (we do this for you) and in the show orientation booth as a handout, displayed in their booth.
We also de-dupe and pay postage for communities that want us to send custom invites through a third party mail house.

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