Joe Zammataro Marketing Presentation.indd

History
T
he Denison family has been a mainstay in the yachting industry for more than 60 years. In 1948, Frank
Denison founded Broward Marine, which, within 10 years, became the largest employer in Broward County,
Florida, and quickly opened another shipyard in Saugatuck, Michigan.
For the last half of the 20th century, Broward Marine constructed more luxury yachts over 60 feet than any other
manufacturer in the world. Shortly after Frank sold this family business in 1999, his grandson, Bob Denison,
took over the helm of the family’s brokerage company, Denison Yacht Sales.
With the help of Bob’s father, Kit Denison, Bob has grown Denison Yacht Sales into a true international yacht
brokerage firm, with waterfront offices in Fort Lauderdale, Florida; St. Petersburg, Florida; Marina del Rey,
California; Newport Beach, California; Seattle, Washington; Holland, Michigan; San Carlos, Mexico; and Golfe
Juan.
8 Worldwide Locations
W
ith physical offices in Fort Lauderdale, Florida; St. Petersburg, Florida; Marina del Rey, California;
Newport Beach, California; Seattle, Washington; Holland, Michigan; San Carlos, Mexico; and Golfe Juan
Denison is positioned to represent yachting clients personally, on both coasts of the U.S.
All offices are located on the waterfront, which allow our clients to enjoy waterfront visibility, a trusted location
for service, weekend haul-outs, and special discounts on many repair items, and dockage rates all year for
preferred clients.
Momentum
D
enison Yacht Sales has grown
consistently over the last nine
years. Since 2004, we have increased the
overall footage of closings eleven-fold.
This momentum of growth —even in
challenging economic times— marks
Denison Yacht Sales as a unique,
dynamic, and consistently performing
yacht brokerage firm.
Denison Yacht Sales believes success is
making our clients happy. We work to
accomplish this by doing simple things:
working hard, doing what we promise,
staying in touch, and being honest. Our
growth is a result of our happy clientele
referring their friends, and coming back
to buy their next boat with us.
Internet Marketing
D
enison Yacht Sales captures thousands of boat buyers through aggressive marketing tactics on over 20 MLS
service and websites. It’s never been more important to strategically advertise listings on the internet.
Implementing a smart web strategy requires experience and a proven game plan. Simply placing a listing on a
few major websites and waiting for the phone to ring is not a sufficient way to market a yacht.
Promoting listings on international websites, enhanced listings on the major MLS services, building a contentrich website, creating an aggressive Google AdWords campaign, and executing a consistent search engine
optimization plan are a few of the components of Denison’s proven internet strategy.
Virtual Tours
D
enison Yacht Sales is revolutionizing the industry with in-house virtual tours. Your yacht will receive
maximum exposure to the world by a click of the button, taking marketing to a limitless level. Virtual tours
enable viewers to have a viewing experience as if they were personally touring through the vessel, exploring each
room and area at their own indiviual pace with the abilitiy to zoom in and out for a closer look.
Yachtworld Enhancements
D
enison Yacht Sales knows how important it is to have your listing stand out, to that end we spend over
$75,000 on the industry’s #1 sales site to help assure that your boat get’s noticed and sells. Sponsored and
Featured listings encourage more clicks with multiple pictures, a larger listing area, and a distinctive
background color that draws clicks to the listing and more clicks translate to more interested and qualified
buyers.
SPONSORED SEARCHES & FEATURED LISTINGS: Get your yacht sold fast with
maximum exposure on Yachtworld.com.
Email Marketing
O
ver the past several years, Denison Yacht Sales has compiled an email list of 28,000 yachting enthusiasts.
We promote central listings through our monthly newsletter and also create special announcements and
newsletters to the yacht brokerage community every week.
Each Denison Yacht Sales newsletter contains relevant yachting news stories, industry articles, boating tips, and
a boat show calendar - resulting in a high open rate. We’ve found that the only secret to getting boaters to open a
newsletter is to provide content that’s worth reading.
Direct Mail
D
enison Yacht Sales regularly uses direct mail pieces to promote our inventory of listings. Each month we
send over 20,000 letters, postcards, and magazines to our targeted list of clients and current boat owners in
an effort to consistently stay in touch with our customer base.
Contacting potential clients through the mail is one of the most effective ways to promote listings. Each piece is
professionally designed and written by our marketing team to ensure our message stands out. When direct mail
cards are designed right, they have the potential to remain on coffee tables and desks for a long time. In fact, our
brokers have received inquiries from buyers months after a promotional piece was mailed.
Alejandro
Berm
218 East 44T udez
Hialeah, FL h Street
33013-18
20
Re:Dream
er
An Ame
rican Yach
ting Fami
ly Since
1948
Dear Alej
andro,
Thank you
for letting
resource for
you for any me keep you informe
selling your
d of the curr
of your boat
boat, upgr
ading, reno ing needs, so please ent market. I would
I can assis
t you with
vating or
love to be
think of me
mor
industry cont
a valuable
if
acts and loca e! Aside from providin you have question
s regardin
l knowledg
g Custom
At Denison
g
ized Sold
e.
we
believe in
Boat Reports,
promoting
a stron
Dreamer.
As your yach g integrated marketin
like to sell
your Albe
g approach
marle quic t broker I will work
and
will
kly, you can
tirel
utili
connect with essly to get your Albe ze many avenues
in
mar
me
on
le atten
my cell phon
Kindest Reg
e at 954.610. tion. If you’d
ards,
3263.
David Joh
nson // Alb
emarle Spe
Licensed &
cialist
Bonded Yac
ht Broker
David@Den
isonYachtSa
les.com
DenisonLetter
An Am
.D e n i
DERDAL
s onY
ac h t
E: Down
s a l e s.com
town Yach
MARINA
ting Cente
DEL REY
r | 401 S.W.
: The BoatY
1st Aven
ard | 13555
ue | Fort
Lauderdal
A Fiji Way
e, FL | 3330
| Marina
1
del Rey,
1 | P: 954.7
CA | 9029
63.3971 401
2 | P: 310.8
| F: 954.7
S.W
63.39
21.5883
. 1st
40
| F: 310.6
94.8035
FORT LAU
DN-112
eric
an Ya
www
DAV
Email
3/16/10
chtin
ID
: David
Head_1.indd
Avenu
11:22:15
PM
e
|
Fort
g Fa
mily
JOHN
@Den
Sinc
e 19
48
SO
N
isonY
achtSa
e: 95
les.co
4.610
m
.3263
Phon
Laude
rdale,
FL
33301
|
P:
954.76
3.3971
Print Advertising
W
hile Internet and e-mail marketing have become the greatest source for boat buyers, print advertising will
continue to be an important factor. Thousands of boat buyers still browse the back section of yachting
magazines, exploring the Brokerage Section.
Denison Yacht Sales consistently advertises in several major industry magazines, including, Yachts International
(U.S. and Middle East), Boats International, Yachting, duPont Registry, California Yachts, Southern Boating, Power
& Motoryacht, Showboats, Invictus, Sea Magazine, and Passage Maker.
Boat Shows
B
oat Shows offer an excellent opportunity to promote listings that are ready to sell quickly. True international
boat shows, such as Fort Lauderdale, draw thousands of serious buyers from all over the world. Denison
actively participates and displays inventory in several significant boat shows. Since 2005, Denison Yacht Sales has
exhibited at the following local, national, and international boat shows:
FORT LAUDERDALE BOAT SHOW
OXNARD BOAT SHOW
STUART BOAT SHOW
NEWPORT BEACH, CA BOAT SHOW
MIAMI BOAT SHOW
DUBAI BOAT SHOW
NEWPORT, RI BOAT SHOW
BOSTON BOAT SHOW
PALM BEACH BOAT SHOW
CANNES BOAT SHOW
WASHINGTON D.C. BOAT SHOW
TAMPA BOAT SHOW
TRAWLER FEST
MOSCOW BOAT SHOW
MAINE BOAT SHOW
MARINA DEL REY BOAT SHOW
CHICAGO BOAT SHOW DEHOW
ST. PETERSBURG BOAT SHOW
LONG BEACH BOAT SHOW SHOW ANNAPOLIS BOAT SHOW
Fort Lauderdale International Boat Show
Fort Lauderdale, Florida, the “Yachting Capital of the World” will host the 55th Fort Lauderdale International
Boat Show on October 30-Nov 3, 2014. Show exhibits range from yacht builders and designers to exotic cars and
brokerage yachts. A wide variety of boats and sea vessels will be on display including runabouts, sportfishers, high
performance boats, center consoles, cabin cruisers, flats boats, skiffs, express cruisers, sailing yachts, motor yachts,
bowriders, catamarans, ski boats, jet boats, trawlers, inflatables, canoes, and extraordinary superyachts. Covering
six locations and over 3 million square feet of space, the show’s transportation network of bus shuttles, water taxis,
and riverboats ensures attendees can easily navigate the boat show and its expansive waterways system.
Palm Beach International Boat Show
The 29th Annual Palm Beach
International Boat Show, March
20 - 23, 2014, is one of the top
five boat shows in the
country - featuring more than
$1.2 billion worth of boats,
yachts and accessories from the
world’s leading marine manufacturers. It is truly an
International Show. The event
includes hundreds of Boats from
8 foot inflatables, power boats,
fishing boats, center consoles,
bow riders, personal watercraft
to superyachts over 150’
Counsel
V
essel transactions are large “financial investments. An experienced, licensed, and bonded Denison Yacht
Sales broker can help you avoid potential pitfalls while securing the best possible terms for your yacht’s
sale.
Your broker will provide your yacht with international exposure to the yachting community at large and
give you:
UP-TO-DATE INFORMATION ON WHAT
IS HAPPENING IN THE MARKETPLACE
HONEST ADVICE ON PRICING
MARKETING OPTIONS, INCLUDING
BOAT SHOW OPPORTUNITIES
TIPS ON PREPARING YOUR BOAT FOR
SHOWINGS
QUALIFIED BUYERS
INFORMATION ON COMPETING VESSELS
OTHER PERTINENT SELLING FACTORS
Market conditions
and boat pricing
constantly change;
we will keep
you informed
throughout the
selling process.
Market conditions and boat pricing constantly change; we will keep you informed throughout the selling process.
Making your boat stand apart from the competition is critical in this market. If needed, your Denison Yacht Sales broker
can also recommend repairs or cosmetic work to significantly enhance the salability of your vessel. This will help ensure
that your vessel is sold at the highest price, quickly, and with minimum hassle. Many such repairs are inexpensive and
can make a significant difference in the impression your yacht makes on potential buyers.
Your Denison Yacht Sales broker can help you objectively evaluate every buyer’s proposal without compromising your
marketing position. This is initial offer is only the beginning of a process of appraisals, inspections, and financing. Your
yacht broker will help you write a legally binding, win-win agreement, or counter-offer, that will put you in a strong
position to complete the sale.
When it is time to close, your Denison Yacht Sales broker will guide you through the final pieces of the puzzle. Between the
initial sales agreement and closing (or settlement,) questions may arise. For example, if unexpected repairs are required
to obtain financing or a cloud in the title is discovered, the required paperwork alone can overwhelm both parties. Your
yacht broker is the best person to objectively help you resolve these issues and move the transaction to completion.
International Marketing
A
weakening dollar has created opportunities in the international market. Strong foreign economies and a
rising upper-middle class in many countries provide ample reasons to take international clients seriously.
Your yacht will receive true international exposure with Denison Yacht Sales. Our vast network of international
yacht brokers, consistent presence at international boat shows, and aggressive marketing abroad are all reasons
why your yacht will receive maximum attention overseas.
Currently, Denison’s staff speaks five languages other than English, including: Spanish, French, Portuguese, Italian,
and Polish.
Denison Yacht Sales has worked hard to create relationships with overseas clients. When a foreign buyer calls
Denison to discuss his next boat purchase, we will be well-prepared to help him with all aspects of the transaction,
including, shipping, insurance, CE certification, and inspection. Denison aims to be the leading yacht brokerage
firm for qualified, international yachtsmen.
Sold Boats
135’ HORIZON 2009
131’ FEADSHIP 2002
130’ WESTPORT 2004
127’ FEADSHIP 1986
115’ DENISON 1988
112’ WESTPORT 2000
110’ CANTIERI DI PISA
107’ REAGAN MARINE 1990
106’ BROWARD 2004
105’ SUNSEEKER 2005
105’ BROWARD1993
102’ AZIMUT 1987
101’ NORTHSTAR 2006
98’ BROWARD 1988
98’ BROWARD 1984
Sold Boats
98’ WINSTON & ALKNAR
92’ ORTUNA NAVI 1989
92’ BURGER SAILING YACHT
90’ BROWARD 1988
87’ WARREN 2009
86’ AZIMUT 2007
83’ FERRETTI 2006
82’ HORIZON 2006
80’ FERRETTI 2008
80’ AZIMUT 2008
78’ HORIZON 2005
76’ MONTE CARLO 2013
75’ LAZZARA 2009
75’ LAZZARA 2007
74’ SUNSEEKER 2000
Sold Boats
72’ FERRETTI 2000
70’ NORDLUND 1987
68’ AZIMUT 2005
70’ MAIORA 1998
68’ SUNSEEKER 2002
68’ AZIMUT 2003
70’ HATTERAS 1995
68’ AZIMUT 2006
66’ NEPTUNUS 2005
65’ MONTE CARLO 2013
65’ PACIFIC MARINER 2005
64’ FAIRLINE 2009
64’ CRANCHI 2010
62’ AZIMUT 2008
62’ NORDHAVEN 2001
Sold Boats
60’ SEA RAY 2009
60’ PRESTIGE 2011
59’ MARQUIS 2005
58’ SEA RAY 2006
58’ PRIVILEGE 2002
57’ MCKINNA 2005
57’ BERTRAM 2004
56’ PERSHING 2006
55’ NEPTUNUS 2006
53’ SELENE 2009
53’ SELENE 2005
52’ SUNSEEKER 2010
52’ BENETEAU SWIFT TRAWLER 2011
52’ DUFOUR 2010
52’ SUNSEEKER 2009
Joe Zammataro
Licensed & Bonded Yacht Broker
JoeZ@DenisonYachtSales.com C: 727.527.2800
For over 30 years, Joe Zammataro has helped many yachting clients realize their
boating dreams. With extensive experience as a sailor, boat-builder, yacht broker,
businessman and proven negotiator, Joe will provide you with sound advice and
representation.
If you are a buyer, you will find Joe’s practical experience and broad product
knowledge insightful in comparing and evaluating yachts you are considering. If
your goal is to sell your boat, Joe’s sales and marketing experience will help you to
sell your yacht quickly, for the most dollars possible and have the process be hassle free.
Over the years, Joe was Vice President of Sales and Marketing for Gulfstar Yachts, Morgan Yachts, Irwin Yachts and
Lazzara Marine. He also had the pleasure of working with Island Packet, Catalina, Hunter in addition to Azimut
Benetti, the largest Italian manufacturer in the world of motor yachts over 80 feet. For 12 years, Joe owned and created
the first completely computerized yacht brokerage in the business and was a leader in bringing this technology to the
brokerage industry.
As one of only 125 out of 3700 licensed brokers in Florida to qualify as a Certified Professional Yacht Broker (CPYB),
you can be assured of honest and accurate representation and that your interests are always protected. Joe has worked
diligently to help hundreds of his clients buy or sell power and sailing yachts. Many of Joe’s clients have become lifelong
friends and he would like the opportunity to earn that relationship with you.
“When I was ready to upgrade from a 30’ sailboat to something larger, I was fortunate to
meet Joe Zammataro, who thoroughly evaluated our needs and introduced us to our next
boat, a 35 ‘ Catalina. We could not be happier with the new boat and the purchase process.
Not only was Joe very easy to deal with on the purchase side, but he also quickly sold my old
boat. I never imagined that transitioning to a different boat could be so easy.
I wholeheartedly recommend Joe Zammataro to anyone who is in the market for a boat. I
have already referred customers who purchased through Joe and who share my feelings. He
makes what could be a stressful process, a smooth, easy and fun experience.”
— Eric E. Ludin