Marketing, US style

The very well received international keynote speaker was Marc Puntereri from The Cypress
Group (South Carolina, USA). Their ‘retirement community’ model is:
• 300 ILU’s plus 50 bed continuing care Health Centre
• Country Club estate and facility ambiance
• Priced $250,000 to $750,000 with strata title
• Price includes 10% non refundable ‘club membership’ – his DMF
• Monthly fee of $1,500 to $3,900
• Entitled to 90 ‘free days’ in the continuing care Health Centre
His strong emphasis and message to the conference was that marketing was key. They allocate
10% of the entire development budget to it and require 50% firm pre sale (not a holding
deposit) before they commence the development. (Privately he stated to us they actually
require 70%). If this is not achieved, they abandon the project. Consequently they have no debt.
To achieve these pre sales they commence marketing 18 months before construction. Their
marketing strategy:
• sell ‘quality’, not price
• employ a local identity
• host lush social gatherings for key local opinion leaders
• pay the key sales person up to $400,000 over the 18 months
• sell the first 10% at a discount to local ‘movers and shakers’
• advertise in quality print only
• utilise an internet blog site to create local interest (they do not have a market leading web
directory in the US)
(Note: we conducted a separate interview with Marc on marketing and will make this available
shortly).