Ray Jackson tees off as new sales and marketing chief for Cliffs Communities
Ray Jackson has been in his new position as the chief sales and marketing officer for the Cliffs Communities for a little more than 90 days, and he’s excited about the future.
It’s a homecoming for Jackson, a Clemson graduate and Aiken native who has traveled the country leading marketing efforts for Cliffs-like communities and golf courses. His latest position was VP of sales at the Toscana Country Club in Indian Wells, Calif., before accepting the Cliffs position.
As the recession slowly lifted its veil in 2013, Jackson says that “the Cliffs are back on course,” with pun intended, as the communities are well known for their pro-designed golf courses.
The eight mountain and lakeside Cliffs Communities in South and North Carolina emerged from bankruptcy in 2012. Earlier this year, the Cliffs at Mountain Park unveiled its new $7.5 million, 18-hole, Gary Player-designed golf course.
Taking the helm of marketing for the Cliffs is challenging, but Jackson says he is comfortable with the job. He’s been in the business for more than 30 years, and believes now is a safe time to get into the market. “We’re in the first inning of now a nine-inning ball game,” he says, adding that the real estate market always has ups and downs and he feels that it’s now on the upswing.
What was “really broken and is now restarting” is the real estate portion of the Cliffs, Jackson says. For 2013, the Cliffs are set to close on 185 sales across the eight locations. Properties in foreclosure or distressed properties have been “gobbled up,” and 72 new homes are currently under construction, he said.
And while the golf courses remain a catalyst, Jackson says that today “golf is a given,” but no longer the prime motivation for buying into an upscale residential community.
“It’s really the other offerings such as culinary and wellness programs that are becoming more popular, especially to the younger members who want more of an active lifestyle,” he said. The club offers nutrition counseling, a holistic doctor and walking trails for patrons who are taking charge of their health, he said.
Excursions to downtown Greenville arts and culture venues like the Peace Center have strong appeal to Cliffs members, as do culinary tours to the many downtown restaurants, Jackson said. The Cliffs Main Street office in Greenville has become the “connection to the Cliffs” due to Greenville’s appeal, he says.
The Cliffs is now offering a new Legacy Access membership that can be passed down from generation to generation as one of its newest marketing strategies. Jackson says the recession refocused everyone, and buyers now want a place where their children and grandchildren will want to come visit.
Every member who owned a full golf membership was offered the opportunity to convert to the new legacy option. This gives adult children (23 and older) the privilege of having their own account and club access without having to be attached to their parents, says Jackson. The Legacy Access Membership applies to members, parents, children and grandchildren.
“I think that gave us a lot of growth this year and makes us even more family-friendly,” Jackson says.
Other plans include creating more events to which members may invite guests, leading to more of those member referrals that are The Cliffs’ “lifeblood” and advertising focus, Jackson says. Another marketing strategy will bring prospective members to the community for a three-day, two-night stay. The goal is to “expose people to the genteel nature of the South” and let them experience what life at the Cliffs would be like, he said.
“Everything today is experience-driven,” he said. “We have ambassadors in the community who will welcome new and prospective members to show them around. It’s all about creating precious moments, and you can’t put a price tag on that.”
Cliffs club memberships increased from slightly over 1,900 to more than 2,700 this year. “It’s working,” Jackson said.
