As reported in our sister publication SATURDAY, last weekend, the pandemic and isolation has seen a buoyant sales market for many operators however the focus needs to remain on the customer relationship.
We are seeing new village customer’s as being older, now 76 to 80, compared to 10 years ago when 73 was the average age. This means a shorter time in the village and more frequent rollovers, with the integrated model of care becoming more increasingly a game changer.
Today’s customer is wanting more, so therefore with 65% of Australian villages older than 25 years, the pool of potential customers open to older stock is shrinking. Insert Community Apartment Projects (CAPS) and Land Lease villages who are targeting the younger over 55 population.
Village operators are continually having to lift their game in extra services and facilities to attract residents. Christopher Rooke, Partner and Managing Partner of One Fell Swoop comments “People are cashed up and spending more wisely, with much higher expectations around the built form and lifestyle experience”.
First Impressions are Everything
These higher prices and demand for quality product are growing higher expectations of the customer. They are demanding a more authentic and open communication approach, therefore educating prospects, throughout the sales process and right through to making their chosen village their new home is essential.
The article continues to explore how one operator in particular Village Glen founded by Chas Jacobsen and managed by Peter Nilsson, Chief Operating Officer explains the buyer journey can take years and therefore building a long-term relationship with the new customer is key.
Peter also says “In my view the brand is the village manager and the village staff, because they are the ones who can make a difference to the resident’s life. So for that reason we have the management team involved in the sales process.”
As you all know in building these long-term relationships, you are building trust and by the time they move in feel part of the family.
To read the full article please click here.