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Primo Destinations - Franchise Q & A

Franchise Qa With Bob Dickhaus Founder Of Primo Destinations

How was your franchise/opportunity originally conceived and started?

I started a successful vacation rental company, Dune Real Estate, in 2014 in Santa Rosa Beach, Florida.  Dune in just three years has grown to be a $2 million business and we began looking at expanding geographically out West to grow our winter business.  As I looked at expansion it became obvious that we could leverage our staff, technology and reservation capabilities and set-up a local business with a single employee; that realization inspired the idea for the Primo Destinations franchise system.

What was your original vision for your company? How has that changed over time?

The vision for Primo Destinations is to establish a national vacation rental company and brand for serving high end luxury properties in resort communities.

What do you believe is the single most important factor when choosing a franchise?

Finding the right franchise partner who shares our commitment to exceptional service and is committed to building a long term business in our target markets

Why should someone choose your franchise over other similar franchises?

Our vacation rental franchise system which includes provides centralized resources supporting a single local individual is the lowest cost and lowest risk way to build a profitable local business.

What makes your industry attractive?

The vacation rental business is huge and growing with over 1 million rental homes across the US powered by individuals investing in vacation properties.

What types of qualities do you look for in potential franchisees?

The best fit for us is an individual who has property management experience, the proven ability to sell and a passion for customer service.

What do your franchise fees and royalties cover?

There is an initial franchise fee of $30,000 which includes a comprehensive operation manual and training.  The 12% royalty fee covers the provision of technology, all property marketing expenses, turnkey reservation management and financial services.

How do territories work for your franchisees?

We are awarding exclusive territories in 100 luxury markets across the US; the territories are geographic and typically as viewed as a resort market (i.e. Vail, CO)

Why has your franchise model been successful?

Our franchise system was built based on a proven success with the Dune Real Estate Company and includes the training, systems and technical support required to enter the vacation rental business at a fraction of the cost of an independent company.

Where do you see your franchise in 5 years and 10 years?

Due to our focus on a high end luxury markets we wish to grow at a measured pace of five new partners per year and ensure each of their individual successes.  In ten years we expect to be the leading luxury vacation rental provider in over 50 resort communities.

What is your favorite advice for new franchisees to help them succeed?

Starting anything starts with a single step and success comes from perseverance and hard work. 

What would you tell potential franchisees that may be nervous about the financial burdens of starting a franchise?

Wealth in America comes from ownership.  A well run franchise system by its nature reduces the risk and increases the probability of success for new business owners but plan ahead and make sure you always have 12 months of capital for operating expenses before starting any new venture.

On average, how long does it take to start a new franchise from the franchisees point of view?

The vacation rental business is seasonal in nature; expect it to take 12-18 to secure your initial base of customers and begin building a market reputation for excellence.

What was your background and experience before founding this franchise?

My background includes 20 years of property management experience working for large companies; including serving as founder and President of Johnson Controls $1 billion facility management business in the 1990’s.  I became an entrepreneur approximately twenty years ago and have started, built and operated four successful companies.

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