“We have to figure out a way to get people up the mountain.”
Travis Wilson, the PGA Director of Golf at Balsam Mountain Preserve in Sylva, N.C., knew the power of marketing in helping people see beyond the gated entrance some 1,000 feet down.
Wilson, a Florida Gulf Coast University Professional Golf Management Program graduate who this month achieved his PGA Master Professional status in Golf Operations, leaned into PGA Coach in the winter of 2024.
“I decided I was going to go all-in and see what kind of traction we’d get,” Wilson said. “Bruce Spencer was the second lead I received.”
After engaging with him over the PGA Coach platform, Wilson welcomed Spencer to the facility for a lesson. He followed up, just as he does with every student, with a recap of what they worked on and practice drills to try in between sessions.
Four days later, Spencer is reaching back out and eager to book another lesson. The following week, his wife was ready to see what the fun was all about, and Wilson was glad to connect her with his recently-hired, fellow FGCU graduate Assistant Professional Allison Macke, PGA.
“The next day, my real estate director of sales calls,” Wilson said. “‘Who are these Spencers? They just bought a lot and are building a home.’”
“PGA Coach was, without a doubt, the catalyst or funnel here,” he continued. “It was our staff’s hospitality and intentional follow up that sealed the deal.”
PGA Coach unlocked a new level of brand awareness for Wilson, and it’s the primary reason he recommends it to fellow PGA Members.
“People want to learn the game from a PGA Member,” he said. “Having a platform that is a marketing powerhouse for you, I can tell you that just this season, the traction I’ve received is enormous. I’m not a director of instruction; I am a director of golf more focused on creating an amazing continued hospitality experience. But anyone not using it is missing out. It takes maybe 10 minutes to create an amazing profile, and in reality, AI can do it for you in an even shorter amount of time.”
For a remote yet pristine, private community, the beauty and allure is the easy part. While slow to scale, Wilson and the entire team at Balsam Mountain Preserve understand the value of PGA Coach.
“We will probably always be approved by the Board to accept students through PGA Coach because of the Spencers,” said Wilson. “PGA Coach+ pays for itself.”