Retirement Community Developer and Manager
This market leader in the retirement community industry was faced with an interesting dilemma – most prospects held strong negative perceptions of what living was like in a typical retirement community. The challenge was that this larger developer of socially-engaging communities was the exact opposite – current residents loved their living environments – commonly referring to it as “living on a cruise ship on land.”
Developed a radically new brand positioning, including changing the company name, replacing Living for Retirement Community, with a tagline “Add More Living to Your Life” to further reverse the negative category association. Launched a multi-media campaign, complete with a sales experiential marketing program to ‘simulate’ living in a community.
Accelerated the sales cycle by approximately 11%, improved occupancy by 7% and the “Living” trial improved conversion by 20+% in two communities tested.
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