After a Terrible Year, Meet the Future: Dorothy & John O’Meara

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Last week we interviewed Dorothy & John O’Meara, aged 80 and 82, Stage One residents at Catholic Homes’ new Corpus Christi Village in the Melbourne suburb of Clayton. According to the McCrindle Builders Research and conversations with many salespeople across Australia, the O’Meara’s represent the new village market. They are older, they don’t want a resort or lifestyle and they are prepared to move over twice the normal distance (22 kilometers) from their traditional community base. And they are delighted with their $429,000 new home, its $70pw fees and 3% DMF.
Here’s the point; they had to make a move, because of their health. It was not a discretionary decision. McCrindle’s research identifies each type of potential resident, what funds they have, what they want and how to present it. The O’Meara’s were a perfect match. Their son had conducted an internet search and the total offer that Catholic Homes made best matched their needs.
Confirming the research, salespeople tell us the 65-70 market no longer exists. This new, older market is looking for emotional and physical support – things that long term operators have always supplied. This is all good news for the industry because the potential market is large. It is just a matter of presenting the right messages in the right place.

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The Weekly SOURCE is the leading media for retirement living and aged care businesses, delivering sector-specific news through four mastheads. Operating as part of The DCM Group, The Weekly SOURCE also provides a directory of proven sector specialists and an insights exchange.