This ambitious organisation has a consistent track-record of innovation and an appetite for doing things differently. From day one it was clear that we’d need to think outside the box to deliver ExtraCare’s vision and a conventional property marketing approach would not suffice. Our challenge was to help achieve planning permission, galvanise local community support and then ensure that more than 75% of properties were sold off-plan before a village officially opened.
On average
%
of properties before practical completion
We have marketed over
Retirement Communities
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 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.
I have worked with the Agency for over 20 years and they made a real difference to my work and helped propel the organisation to be a market leader.
John Payne, The ExtraCare Charitable Trust
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