I attended the Property Council’s Annual NSW Retirement Forum last week. With the recent media coverage of the industry by Fairfax and Four Corners, the issues of how the industry can better tell its story to consumers and the wider community – and engage with their customers – were top of the agenda.
The key takeaways for me?
IRT Head of Stakeholder Management Deborah De Santis on how the industry can sell its story: “We’re building our brand around promoting the positive stories so when a negative story does appear people have a positive feeling toward their local community, if not the industry.”
IRT Head of Customer Experience Erryn Schettino on being more transparent to meet consumer demand: “We need to move quickly, it’s not okay to say I’ll do that down the track or in two years, we know that what we have today won’t be suitable for our consumer tomorrow.”
Ellis-Jones Principal Rhod Ellis-Jones on communicating the benefits of retirement living: “Being frank and honest is key – anything not this will achieve the opposite effect, so make it part of your value proposition.”
All excellent points for the sector to consider.
