Our attention was captured on Saturday by this full-page ad in the Weekend Australian Magazine (NSW edition) for off the plan sales of ‘Sage by Moran’ Cronulla.
A beautiful and arresting ad, it presents more of a Hayman Island lifestyle positioning than a retirement village overlooking Cronulla Beach, 26 km south of the Sydney CBD.
Offering a ‘luxuriously appointed, forever lifestyle’, there is no mention that this is a retirement village. As we covered here, in July eight of the 36 apartments had been reserved, including the $4.75 million penthouse.
Shane Moran, the driving force behind the Sage by Moran brand, is building on his Provectus Aged Care and five ‘luxury’ aged care homes. He sees the boutique high end of the retirement village market as the sweet spot. On top of his two village developments in The Rocks (with nine apartments) and Wahroonga, he has partnered with property fund giant Soul Pattinson to develop the boutique village in Cronulla.
Returning to this weekend’s ad, we think it’s a great piece of marketing tailored to its core prospects in Sydney’s Shire.