Investors eyeing a purchase of Priceline Group (PCLN) shares, but tentative about paying the going market price of $1178.35/share, might benefit from considering selling puts among the alternative strategies at their disposal. One interesting put contract in particular, is the January 2016 put at the $810 strike, which has a bid at the time of this writing of $53.20. Collecting that bid as the premium represents a 6.6% return against the $810 commitment, or a 3.9% annualized rate of return (at Stock Options Channel we call this the YieldBoost).
Selling a put does not give an investor access to PCLN's upside potential the way owning shares would, because the put seller only ends up owning shares in the scenario where the contract is exercised. And the person on the other side of the contract would only benefit from exercising at the $810 strike if doing so produced a better outcome than selling at the going market price. ( Do options carry counterparty risk? This and six other common options myths debunked). So unless Priceline Group Inc. sees its shares decline 31.2% and the contract is exercised (resulting in a cost basis of $756.80 per share before broker commissions, subtracting the $53.20 from $810), the only upside to the put seller is from collecting that premium for the 3.9% annualized rate of return.
Below is a chart showing the trailing twelve month trading history for Priceline Group Inc. , and highlighting in green where the $810 strike is located relative to that history: