In a quiet office just outside downtown Orlando, Brandon Ubiera walks past a framed photo of his father every morning. The man who started Alpha Timeshare Consultants in 1985 smiles from behind a desk in the old photo. The business was smaller then. The calls came in slower. But the mission was already clear: help families find relief from vacation contracts they no longer wanted.
Ubiera was just a kid when he first sat in that office. He used to play with paperclips while his father met with clients. Years later, after his father’s passing, he returned to the same office, but this time as CEO.
“There was no warm-up period,” Ubiera says. “The day I stepped in was the day I had to make decisions.”
At just 28, he had big shoes to fill. His father had built the company through personal referrals, word of mouth, and persistence. Brandon brought a new vision, one rooted in transparency, community, and modern communication.
Changing the Tone of the Industry
Timeshare cancellation is a tough space. The industry sits somewhere between real estate, legal work, and customer recovery. Many people in it have lost trust.
“I don’t blame anyone for being skeptical,” Ubiera says. “People come to us after being misled or ignored. They’ve spent thousands. They’re embarrassed. They’re tired.”
The challenge, he realized, wasn’t just solving the legal or financial part. It was rebuilding confidence. And that had to start inside the company.
He overhauled client-facing materials. Contracts were simplified. Service descriptions were rewritten in plain English. Staff training was updated to focus on empathy and listening before pitching anything.
Ubiera also doubled down on public transparency. The company’s new website explains the process clearly and allows potential clients to request a free consultation without pressure. Social media became a tool to educate, not sell. The content shifted from marketing slogans to helpful videos, real questions from clients, and behind-the-scenes updates. Over time, it changed how people saw the brand.
The results followed. Alpha Timeshare Consultants now holds a strong BBB rating, and more than 80 percent of new clients come through direct referrals.
“It’s not about flashy growth,” Ubiera says. “It’s about trust. One honest conversation at a time.”
Leading With the Local Community in Mind
Ubiera was born and raised in Orlando. He studied business at the University of Central Florida. He still lives in the area today, and his commitment to the community runs deep.
He’s a longtime member of Faith Assembly Church, where he volunteers regularly. He helps organize food drives and fundraisers, often without putting his name on the flyer. But his presence is felt.
He also launched a scholarship fund for aspiring entrepreneurs from low-income families. The goal isn’t just to reward straight-A students. It’s to back young people who have ideas and ambition but lack resources.
“I didn’t grow up wealthy, but I had access to my dad’s example,” he says. “A lot of kids don’t even have that. I want to help change that.”
Ubiera supports after-school programs across Orange County, particularly in neighborhoods where educational support is thin. He has helped fund tutoring efforts, book donations, and weekend sports leagues. He also joins local clean-up crews throughout the year, helping restore parks and public spaces.
Orlando has seen massive growth in the last decade. The metro population has passed 2.7 million. Tourism drives the economy, but behind the scenes, housing costs and family debt have also risen.
“There’s so much pressure here to look successful,” Ubiera says. “I’d rather invest in helping people feel stable. That lasts longer.”
The Hardest Part Was Starting
When Ubiera took over the company, he had to earn the trust of the employees just as much as the clients. Some had been there for years. Some had known his father personally.
“There were days I sat in the office wondering if I was the right person for the job,” he says.
But he leaned into what he did know. He started by listening to his team, past clients, and the existing systems. Then he rebuilt, one step at a time. Brandon created regular check-ins with each department, encouraged honest feedback, and opened space for his staff to speak freely, even when the criticism was hard to hear. He also made time to meet with clients directly, especially those with unresolved concerns, using those conversations to shape the company’s future direction.
He also built relationships with local attorneys and financial advisors to expand the service network and bring in third-party expertise.
“We’re not a law firm. But we are often the first step someone takes toward legal resolution,” Ubiera says. “That means we need to be connected, responsible, and careful.”
As he rebuilt the business infrastructure, he also rebuilt client relationships. Positive reviews began to roll in. So did calls from people who said a friend had told them to reach out.
Reputation Over Revenue
Ubiera says his personal philosophy is simple. Reputation first.
“There are companies out there that will take anyone’s money,” he says. “We’re not one of them.”
If a potential client isn’t a fit for Alpha Timeshare Consultants, they’re told that up front. Sometimes Ubiera personally recommends other firms or resources.
“I’d rather be known for doing the right thing than for saying yes to every deal,” he says.
That mindset extends to his team. He holds regular training sessions where scenarios are reviewed. Not for legal reasons, but to help his staff stay grounded in why the company exists.
“We’re not in the sales business. We’re in the relief business,” he says.
That same belief guides his growing personal brand. On his website, Ubiera shares lessons from his journey as a young CEO. He writes about what it means to lead after loss, how to build community partnerships, and why ethical entrepreneurship is more than a buzzword.
He is part of a new generation of founders in Florida who are reshaping the expectations of legacy businesses with mission-first values.
Advice to New Entrepreneurs
If there’s one piece of advice Ubiera would give to a new founder entering a high-skeptic industry, it’s this: start small and listen hard.
“Don’t assume people will trust you just because you say the right things,” he says. “They need to feel it.”
He encourages entrepreneurs to study reviews, not just for the star rating, but for the emotion behind them. He also recommends building company culture as carefully as the customer experience.
“People remember how you made them feel,” Ubiera says. “That includes your team.”
As Alpha continues to grow, Ubiera is developing new digital tools to improve communication and transparency. One of them is a secure dashboard that allows clients to track their case status and message their advisor directly. He’s also exploring outreach programs that teach people how to evaluate their contracts and avoid scams.
But through it all, the mission remains the same.
“We’re here to make things right,” Ubiera says. “One client at a time.”
