Fractional | Shared

Creating unique brand position to establish higher ground in a heated marketplace.

In a new and unproven second-home ownership alternative industry, Solstice was competing against much larger membership models that had rapidly gained mass and scale. While the Solstice membership platform was similar to its competitors, the focus on real estate excellence was the vision of its founder—and the brand was at risk of stalling out. The decision was made to grow through consolidation with a competing brand in order to survive—a move that required internal and external transformational leadership.

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