Golf Course Marketing to Improve Your Retention Rate

Retention rate is the ratio of the number of retained golfers to the number of at risk golfers and/or golf memberships. In contractual situations, it makes sense to talk about the number of golfers currently under contract and the percentage retained when the contract period runs out. Retention rate should not be confused with growth rates or decline rates.

Golf membership retention or player retention is a key aspect of golf course marketing and is paramount to the success of the golf course. Think about the cost ($1 to $6) that would be associated in trying to acquire a new golfer to take your present golfers’ place. You will realize acquiring a new golfer would be far more costly and it is so much better to invest your time and money into retaining your existing golfers which you have already built a relationship with.

Player retention is not growth; it is a segment of golf marketing maintenance you need to invest in for the life of your golf property’s success. Growth is a completely different aspect of golf marketing but player retention is a very important part of golf marketing maintenance. Golf membership retention or player retention can easily be achieved by simply paying more attention to the golfer, i.e., giving them more of what they are looking for.

Do a little research, put out a little survey when sending out emails instead of always trying to sell the golfer something. Send out a questionnaire; ask the golfer simple survey questions like what are their reasons for staying with you, what is it that they love about your golf course, what aspect of your golf facility do you need to improve to better serve them, what other programs would they like you to implement in your golf coursein the future, etc. By focusing on and improving your customer service you will increase your player retention ratio which is the key to your golf course’s long-term success.

It is necessary you continue to strive to build your player retention rate. You need to make sure you are servicing your golfers at the highest level possible. Retaining your existing golfer is much easier than acquiring a new golfer to take their place, i.e., you’ll spend $6 to acquire a new golfer as opposed to $1 to retain a golfer.

Focus on customer service and player retention in your golf marketing and you will grow your golf course, the game and your golf career.

For more free tips on growing the game, increasing rounds through golf course marketing, golf marketing, golf course campaigns, golf campaigns, professional golf membership sales and advancing your golf career visit us today @ or call 904-217-3762.


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