Location, Location, Care
For years, the phrase “location, location, location” has been the mantra of real estate. Yet in today’s retirement village sector, it’s time we updated it: location, location, care.
That was one of the clear messages from our recent DCM Institute masterclasses on Valuations and Sales Impact, where we were joined by David Bruce-Clarke from Cushman & Wakefield, Tammy Gray from Australian Unity, and Mark Eagleston from Calvary.
David outlined how valuers approach retirement villages differently from traditional residential property. A village is assessed as a “going concern” – a blend of the real estate and the business. Entry contributions, contract models, DMF structures, occupancy, resale velocity, and even the operator’s reputation all play a part.
In short, every operational decision eventually shows up in the valuation.
Tammy and Mark brought this into the context of our day-to-day.
Both stressed the importance the various business units working in unison.
“When a village sales team and an ops team are on the same page, that’s when a village really comes to life.”
-Tammy Gray, Australian Unity.
Where these functions align, units are refurbished consistently, market-ready quickly, and the wider community is well-presented.
And then there is care. With the average age of entry now in the 80s and dementia the leading cause of death in Australia, residents and families are seeking assurance that support is available. Whether delivered directly or facilitated through partnerships, the ability to provide care is increasingly shaping both demand and valuation. In some markets, it is not just an advantage – it is essential.
“In the right locations, with the right offering, care can deliver higher demand, stronger pricing, and ultimately a better valuation outcome,”
-David Bruce-Clarke, Cushman & Wakefield
The key takeaway? Valuations are not an abstract financial exercise. They are business critical, because they unlock investment and reinvestment opportunities in your village and across your organisation.
Whether you work for a for-profit operator or a profit-for-purpose provider, every village professional has a role to play. From how a unit is refurbished, to how sales and operations collaborate, to how care is integrated – each decision influences long-term value.
“Every village manager should see themselves as the CEO of their community, with a responsibility to keep their village resort ready.”
– Mark Eagleston, Calvary
Location will always matter. Yet in retirement villages, care does too.
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