Building a high-conviction sales narrative for how a new category of home ownership gets sold
Creating the first real playbook for selling fractional ownership by grounding the story in user motivations and giving the sales team a narrative structure they could trust
I spoke to vacation home buyers, brokers, and real estate experts to understand how people really think about second homes - their fears, shortcuts, motivations, and the decison making process
Decoded the motivations and JTBDs, creating user personas as major buyers that the sales team would be interacting with
I dug into different sales and persuasion models, testing which approach made the most sense for a new, unfamiliar category and adapted the strongest one for THC.
I helped run the sales workshop, guiding the sales team through role-plays and showing them how to read clients, frame value, and steer conversations to conversions.
I developed the end-to-end sales narrative, translating insights, JTBDs, and the “Own More” idea into a persuasive, repeatable pitch.
I designed simple tools and prompts the team could use every day giving the team language that felt confident, intuitive, and brand-oriented
OUTCOME
The JTBD-backed personas helped the team understand why people buy, not just what they ask for, shifting conversations from product details to real motivations.
The workshop prepared the team for a wide range of customer situations, including scenarios they hadn’t even considered, giving them language, and handles to carry conversations with far more confidence.
The customised narrative for each persona helped sales reps tailor their pitch with clarity, speaking to motivations rather than pushing product details
THE BUSINESS CHALLENGE
Fractional ownership had no existing sales playbook, and the team naturally fell back on rational, detail-heavy explanations. But logic-first pitching wasn’t persuasive enough for a category where decisions are driven by emotion, aspiration, and trust.
The narrative needed a new mental model which moved beyond mechanics and anchored itself in Jobs-to-Be-Done (JTBD), i.e. understanding what buyers were truly trying to achieve. By grounding the pitch in these motivations and expressing the value of “Own More,” the opportunity was to reframe the category in a way that felt desirable, intuitive, and convincing.
MY ROLE
COMPANY OVERVIEW
Fractional ownership is a modern model where several buyers co-own a single high-end property. Each owner gets guaranteed usage, lower costs, and a seamless way to access premium homes without full ownership burdens.
The Homes Collection is a premium fractional home-ownership brand offering access to curated luxury villas across India. Built around the positioning of “Own More,” the brand aims to make second homes more attainable, easier to maintain, and richer in experience for modern buyers and their families
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Write to me at saldanharussell@gmail.com