Membership teams spend a lot of time thinking about how to generate interest. They are also thinking about how to take care of that interest once it exists.
The timeline between first inquiry and active membership is not always short or predictable. People relocate. They evaluate timing. They wait for the right moment, personally or professionally. In some cases, they must wait years for space to become available. During that period, they are still forming impressions about how the club operates.
In our latest Club + Resort Talks interview, Rachel Leatherwood, MCMP, Member Services Director at River Crest Country Club, approaches that period with the same level of intention she brings to communication with current members. The objective is not to create access where it does not yet exist. It is to maintain a clear and consistent relationship so the connection does not go cold.
“It’s really more of just a ‘we’re not forgetting about you,’” Leatherwood says. “’You’re still here, you’re still on our minds.’”
That mindset applies whether someone is waiting for an opening or simply taking time to decide. Interest is not static. It can strengthen or fade depending on how clearly the club communicates and how confident the prospective member feels in the decision they are considering.
Leatherwood is deliberate about balance. Communication needs to be consistent, but not constant, and informative, but not overwhelming. “We really try not to overdo it, but also keep them informed at the same time,” she says.
The benefit of that consistency shows up later. When prospective members already understand the rhythm of the club, onboarding tends to feel more natural. Expectations are clearer. Early engagement often reflects a stronger level of comfort with how the club communicates and operates.
Leatherwood has even seen prospective members share their interest in the club with others before joining. “We’ve actually gotten some referrals from waitlisted people,” she says.
That kind of confidence does not happen by accident, especially at River Crest CC. It develops when the relationship feels active, even if participation has not started yet.
