We helped ExtraCare become market leaders in the UK retirement village market, creating new lifestyle opportunities for thousands of people in later life.
We applied the values of the ExtraCare brand to the marketing of its retirement villages. This defied a number of conventions within the housing, property and care sectors, which traditionally focused on above the line advertising and promotion. We like to think that this is a ‘social’ approach in action before social media was invented.
We built a dialogue with customers early on, engaging them with an inspirational proposition that focused on independent, healthy and active lifestyle benefits, rather than bricks and mortar. It enabled customers to shape and influence the end product and generated buy-in along the way. The approach reflected the lifestyle proposition in all aspects of the marketing mix and featured the voice of real residents as the most persuasive tool in building trust and confidence.
We developed and cultivated a database of over 2,000 people interested in moving to the first retirement village.
We built a vibrant community of older people interested in the village lifestyle before properties were released for sale.
We helped sell all the village properties and filled rental apartments before the village opened its doors.
We have since refined and developed our methodology over 16 other villages and are currently working on five current developments.