However, that name was expropriated by my competitors. The realtor signs advertising the competition popped up everywhere in Fort Myers Beach. But today, building online equity is paramount to succeeding in business, and numerous negative online reviews tainted the supposedly perfect name.  Every hit where my competition’s sign was placed brought zero occupancy. Karma.

During that transitional period, however, I was running my own company with flair and efficiency. My guests responded enthusiastically, and their reviews reflected that. When someone searched for me online and told me that she wanted to hear only from Ella, it brought tears to my eyes. So after some organizational chaos, tweaking and tinkering I settled on “Ella’s Vacation Rentals,” as that was what my customers were calling my company. Through targeted and effective social media campaigns, I have had considerable success with the revised nomenclature. It has a more personal touch, and I pride myself on that. I said once that I wanted to run my business with a bed-and-breakfast feel. I stand by that. 

The Digital Revolution was a natural help to my new brand.  I give my gratitude to the Millennials, the Greatest Generation, who lifted me up in the time of my hard-ship.  Some may call it “The Me Me Me Generation.”  In my opinion it is not selfish; it’s smart.  Put the human and physical elements back into customer services and the followers, likes, subscribers, but most importantly success will follow.  A whopping 83 percent of U.S. consumers prefer dealing with human beings over digital channels.   Customers do not want to deal with some impersonal company, they want to deal with Ella, face-to-face.  I give a thank you to my competitors who forced me into a change of my business name and that happened to be the blessing after! 

I do miss Oceanic Blue Retreats, since my heart was in it. But the life is full of changes, Go with it, Make best of it and most importantly Smile.  Life is Beautiful.

Recently, Ella’s Vacation Rentals celebrated its first year in business, and I am thanking my many guests from all over the world, whose patronage and testimonials have made Ella’s the success that it is today. I am delighted to have hosted you, and grateful that you chose to stay with me for your family vacation, Spring Break, weekend getaway, or big reunion. Most of all, I am grateful for your loyalty, for nothing is more valuable in not only business, but personal interactions. This is why I am starting Ella’s VIP Club, to reward your loyalty with mine. Members of my VIP club will receive discounts, promotions, coupons and special offers. I will also sponsor contests, with prizes such as free accommodations (subjected to certain conditions). Although these perks can be measured in monetary value to some extent, the real value comes from that most precious commodity, loyalty.

Loyalty cannot be blueprinted. It cannot be produced on an assembly line. In fact, it cannot be manufactured at all, for its origin is the human heart-the center of self-respect and human dignity. It is a force which leaps into being only when conditions are exactly right for it-and it is a force very sensitive to betrayal.

    ~ Maurice R. Franks

Thank you again. I’ll see you on the beach.

Respectfully,

Ella