Two weeks ago, we identified that Lendlease is positioning its new Richmond (Melbourne) retirement village as an ‘Over 55s inner city lifestyle community’.
In this issue, we identify the Grandton Applecross as a ‘Retirement Community’. And now we have The Verge at Burleigh Golf Club, developed by RetireAustralia, positioning itself as an Over 65s development.
In the marketing approach of all three, the fact that they are retirement villages is difficult to find.
All three are aspirational. The Verge positions its offer as:
All three emphasise that care is available.
Nationally the average age of entry now to a retirement village is 76.
Interestingly, RetireAustralia’s DMF is capped at 25%.